Archive for September, 2008

Getting to the Root of Feedback on American Eagle’s Facebook Page

Posted on September 26, 2008. Filed under: Customer Insight Portal | Tags: , , , , |

Marketers can be prone to jumping onto the latest marketing craze, especially when it comes to the world of social media. However, once marketers join a social media site on behalf of their company, their creation often lies stagnant, as they don’t know what to do with it. Take Facebook, a site with more than 100 million active users, where marketers often slap up a corporate fan site, but don’t do anything to make it more interactive or meaningful to its official fans.

For example, the American Eagle Outfitters fan page has 101,851 fans, but is American Eagle taking advantage of everything their fans are telling them? For example, the thread  “The only thing I don’t like about American Eagle Outfitters…” American Eagle’s marketing department should be listening closely to the 101,851 teens and young adults willing to publicly claim themselves as a fan of its brand and serves as brand enthusiasts.

Conceptual Map of American Eagle Thread on Facebook

Conceptual Map of American Eagle Thread on Facebook

Using The Customer Insight Portal to analyze the thread and get to the root of discontent for the brand enthusiast has some intriguing results.

The Themes Price and Expensive Overlap

The Themes Price and Expensive Overlap

The first eye-catching item to note is how closely the themes price and expensive overlap.  This gives American Eagle its first opportunity to create actionable customer insight, as it can help educate its fans regarding its All-Access Pass. The All-Access Pass is a unique loyalty program giving credits on everything consumers buy at AE stores and AE.com that customers can spend every three months.  In addition, they can create special offers or discounts for their Facebook fans.

Pathway Analysis Showing Correlation Between Fit and Jeans

Pathway Analysis Showing Correlation Between Fit and Jeans

Diving further into the American Eagle feedback using The Customer Insight Portal, we can see that there is a direct correlation between jeans and fit.

While the themes created by The Customer Insight Portal give a visual first impression of the feedback, the system lets marketers see specific evidence so they can take action. What’s more, marketers don’t have to spend hours clicking through posts to find quotations or the thread where a comment may have occurred. Like the fit of the jeans, we show not all of the feedback is flattering.

I love AE and the only problem that I can find with them is that the jeans
are a little too low cut, like everytime I wear them people are always
saying ‘pull up your pants’ or ‘get a pair of jeans that fit you’. I keep
trying a size bigger but it doesn’t really solve the problem.

Yeah, it seems like the jeans are the big problem.  I have a really
pronounced hourglass figure, so the jeans will fit perfectly all the way up
to the waist, and then they just hang off, and even with a belt I have a
hard time getting them snug.

However, AE still has jean enthusiasts as well:

They’re the only brand of jeans that fit me everywhere and look good.

Themes of Love and American Eagle Overlapping

Themes of Love and American Eagle Overlapping

The AE (the American Eagle) theme overlaps with the theme of love, which wouldn’t be intriguing on a Facebook fan page except the feedback was collected from a thread about what fans didn’t like about American Eagle. This speaks to the level of loyalty from its fans. However, the theme hate, which also shows up as a concept, is linked to key concepts including fitting, sizes, clothes and prices. These seem to provide the major themes AE brand enthusiasts dislike about the retail stores.

After conducting this analysis by using The Customer Insight Portal, the American Eagle marketer is now armed with some unique insight into creating special offers. What’s more is The Customer Insight Portal allows marketers to really dig into the text unlike Facebook’s proprietary search service, Lexicon.

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Leximancer in Application

Posted on September 25, 2008. Filed under: Case study, Leximancer | Tags: , , , , , , |

Roger Levy’s line of work allowed him to explore many tools and technologies in the world of data and text mining. He gets it. And he needs it.

In his line of work – forensic and special investigations technology – the amount of data he works with can be immense. He has to sift through hundreds of depositions involved with these investigations and find key concepts, as well as major differences in recollections in the depositions.

When he was first introduced to Leximancer, he saw the potential. He first used Leximancer in his previous position as group general manager at Telstra, but he also engaged with Leximancer himself with his own company, Forensic Technology Pty Ltd. After working with nearly every text analytics platform rolled out in the last decade, Roger Levy has found Leximancer to be the best for his work.

“Leximancer’s key benefits are identifying the focal points and key elements of large text documents and identifying trends and differences,” Levy said. “Currently we use Leximancer to analyze depositions during investigations and legal proceedings, looking for key focuses, differences in recollections and summarizing experiences. We also are evaluating the platform in several other areas including evidence analysis.”

Forensic investigations often involve the services of a medical examiner, crime laboratory analyst, crime scene examiner, forensic engineer, psychological profiler, statistician, computer analyst and a polygraph expert.   The amount of written reports and depositions accompanying a forensic investigation can be massive, and an automated data analysis platform like Leximancer serves to bring speed and interactive visual mapping tools to the laborious process of analyzing the body of collected data.

Roger feels he can definitely recommend Leximancer to others working in the forensic sciences and feels that this is the beginning of a long-term relationship in a highly technical industry that can benefit from the rapid, thorough analysis of complex documents.

Leximancer’s powerful technology has many applications across a variety of industries from rapid analysis of commentary on social networks to bringing speed to forensic and eDiscovery investigations to providing “hidden” customer insight to marketers.

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Leximancer Used to Create Political Insight in Australia

Posted on September 24, 2008. Filed under: Leximancer | Tags: , , , , , |

Here is another use of Leximancer – this time in the political realm in Australia. Graham Young from Online Opinion, uses Leximancer to analyze public perception’s of two leading Australian political figures.

His series of analysis show how the public perceptions vary between two dynamic leaders, Malcolm Turnbull and Kevin Rudd. His conclusion?

The public sees Turnbull’s energy and experience being a factor in his ability to be a successful industry leader, while they see Rudd’s hard work, intelligence and social conscience allowing him to be a successful bureaucrat. 

To learn more, click here for a blog post detailing how Graham uses Leximancer to develop cutting-edge political insight.

Stay tuned for more information on Graham Young and how Leximancer works for him in the coming weeks.

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Examining Message Boards: Why One Company Left United Airlines

Posted on September 22, 2008. Filed under: Customer Insight Portal | Tags: , , , , , |

Frequent fliers while small in number compared to the rest of fliers make up the majority of commercial airlines revenue, so when frequent fliers loudly voice complaints airlines need to pay attention. As airlines are making significant changes to its frequent flier programs, it’s now more important than ever for airlines to sharpen their listening skills. FlyerTalk.com, a Web site and message board for frequent fliers, is a verifiable gold mine of insight into customer opinions.

In 2005, the Continental CEO held an event specifically for FlyerTalk members to discuss Continental and to answer questions by its frequent fliers. It garnered an article in The New York Times for Continental, as well as praise for its listening skills. But if you’re an airline with thousands of threads in a forum, how do you effectively understand the tide of public opinion?

An example of a great thread that airlines should hone in on is a recent one posted in United Airline’s section entitled, “Why My Company is Leaving United.” For United, using text analytics software to examine this thread allows them to hone in on invaluable actionable customer feedback. By using The Customer Insight Portal, we can identify the prevalent themes related to dissatisfaction with United.

Conceptual Map Detailing Feedback on United Airlines

Conceptual Map Detailing Feedback on United Airlines

Frequent Themes Associted With Feedback on United Airlines

Frequent Themes Associted With Feedback on United Airlines

The most striking part of the conceptual map is how frequently Southwest shows up as a concept. In addition, the themes of Southwest and better service overlap, which should be a point of concern to United. Especially considering that United overlaps with the concept and themes of bad experience.

Shows Southwest is Perceived as Having Better Customer Service Than United Airlines

Pathway Analysis: Shows Southwest is Perceived as Having Better Customer Service Than United Airlines

Drilling down into this using Pathway analysis, we can see there is a direct relationship to seeing that Southwest is seen as having better service than United. Using the query to dig into the text, we see further evidence of Southwest having better service including this facetious quote:

“I flew 100 segments on Southwest last year and had zero cancellations 
and great service. I had 100 UA trips, none were on time, 50 were 
cancelled, and I saw 10 employee fistfights.”

Showing United Customers Interest in the Perk of Upgrades

Pathway Analysis: Showing United Customers Interest in the Perk of Upgrades

United Airlines does retain frequent fliers with some of its perks, most importantly its ability to offer upgrades, which is a luxury that Southwest can’t offer to frequent fliers.  The provides actionable customer insight for United, knowing the importance frequent fliers place on upgrades on how they can keep this perk as they cut flights by necessity.

Ultimately, The Customer Insight Portal provides a way for airlines to drill down not only on prevalent trends on why fliers are jumping ship but why some are staying put.

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Actionable Social Media: Introduction to The Customer Insight Portal

Posted on September 18, 2008. Filed under: Customer Insight Portal, News | Tags: , |

Join us for a Webinar on September 24!

This webinar will introduce a powerful way to gain customer insights from today’s ubiquitous social media.  The Customer Insight Portal provides the latest science-based method that enterprises are using to uncover customer insights to gain competitive advantage.   If you’re interested in understanding customer opinion and feedback, we’ll show you how to uncover unknown insights that can be applied to increasing customer loyalty and reducing customer churn.

Attendees will also receive a discounted subscription offer to The Customer Insight Portal.

Title: Actionable Social Media: Introduction to The Customer Insight Portal
Date: Wednesday, September 24, 2008
Time: 9:00 AM – 10:00 AM MDT

System Requirements
PC-based attendees
Required: Windows® 2000, XP Home, XP Pro, 2003 Server, Vista

Macintosh®-based attendees
Required: Mac OS® X 10.3.9 (Panther®) or newer

Space is limited.
Reserve your Webinar seat now here.

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Evaluating The Energy Policies of Obama and McCain

Posted on September 16, 2008. Filed under: Customer Insight Portal | Tags: , , , |

The Customer Insight Portal has proven to be uniquely powerful in finding actionable insight and root cause understanding in vast documents. We put that to the test by analyzing the McCain and Obama campaign energy policies as stated by their existing official Web sites, respectively BarackObama.com and JohnMcCain.com.

Starting with McCain, the now immortalized chants of “drill baby drill” do a good job of summing up his official sites. When his Web site discusses “energy”, The Customer Insight Portal shows the bulk of this is focused on oil and the concepts of alternative energy show up pretty far down the list.

Key concepts include drilling and increasing production to reduce dependence on foreign oil.

On the conceptual map, these concepts are tightly grouped showing the close relationships. The green circle theme below is “energy,” and as you can see, the rest of the themes are disjointed.

McCain's Conceptual Map on Energy

McCain's Conceptual Map on Energy

The Obama campaign has outlined a very different energy policy. Sixty percent of the time that “energy” is mentioned it is paired with “renewable.”

When “oil” is mentioned it is paired with “addiction” (77 percent) or “dependence” (72 percent).

The concept map also shows a very different policy. Notable is the way that the concept “energy” is linked to so many other concepts that in turn connect many different parts of the economy and the overall energy equation, largely focusing on investment in new technologies. Obama had a role for industry that included an investment in capital, technology and jobs.

The same concept map zoomed in to take a closer look at the “energy” theme, which speaks to how thought out the energy plan is.

We’ve heard a lot of discussion in the media, on blogs and from political analysts about what each candidate will do, and a vocal minority screaming that their policies are exactly the same. The Customer Insight Portal cut through the clutter, hype and noise to deliver real insight.

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Analyzing Yelp! Reactions to Dunkin Donuts

Posted on September 12, 2008. Filed under: Customer Insight Portal, Leximancer | Tags: , , , , , |

The Conceptual Map Analyzing Yelp Reviews of Dunkin Donuts

The Conceptual Map Analyzing Yelp Reviews of Dunkin Donuts

Yelp, a social networking site, makes it easy for users to review restaurants, bars, shops and other places. If you’ve got only one brick-and-mortar location, it’s easy to analyze customer feedback. But what if you’re a mega-chain with hundreds of locations in multiple cities? No one wants to comb through that much data piece by piece. That’s where The Customer Insight Portal makes data analysis more effective.

Case in point – The Customer Insight Portal was able to take Yelp reviews from the East Coast cult-favorite Dunkin Donuts in key cities like New York and Boston. The analysis of the reviews provided key concepts and themes around price, service, etc.

For a company called Dunkin Donuts, the number one theme Yelpers associate with the brand is coffee. This creates actionable insight for Dunkin Donuts in that if they decided to do a targeted offer or advertising to Yelp, a site that attracts more than 4 million unique visitors a month, that they should focus on promoting a coffee offer.

Pathway Analysis of How Yelpers Assign Stars

Pathway Analysis of How Yelpers Assign Stars

Yelp reviewers assign stars to each location based on their overall perception of the location. Using pathway analysis, we can find that the biggest factors Yelpers use when assigning stars is time (related to time it takes to order), staff and their perceived level of friendliness. Again, this creates actionable insight for Dunkin Donuts in knowing that when customers consider the overall perception of each location, that providing fast service and friendly customer service will be at the forefront of customer minds.

Correlation Between Locations and Service for Dunkin Donuts

Correlation Between Locations and Service for Dunkin Donuts

An important correlation to note is the connection between people (essentially customer service) and location. The conceptual map and pathway analysis shows Yelpers find that service depends on the location, which makes sense since Dunkin Donuts is a franchise model. Unlike Starbucks with its comprehensive customer-service training program for all of its store units, the customer service at Dunkin Donuts is more likely to vary by location and be dependent on the franchise owner.

Finally, as a company looking to aggressively expand in a down economy when its biggest competitor –Starbucks – is shutting down locations left and right, The Customer Insight Portal provides valuable actionable customer insight on the current strengths and weaknesses, according to online customer reviews.

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“A turning point for the future of innovation in Australia”

Posted on September 10, 2008. Filed under: Leximancer, News | Tags: , , , , , , , |

The Australian government’s Department of Innovation, Industry, Science and Research recently completed a review of the country’s national innovation system. Part of the analysis was accomplished using Leximancer’s software to dissect 606 documents submitted for review. The software automatically identified several key themes, concepts and ideas from the submissions. On Sept. 9, the findings were presented to the Prime Minister of Australia. Senator Kim Carr, Minister for Innovation, Industry, Science and Research, called the report “a turning point for the future of innovation in Australia.”

The full analysis, done by Prof. Mark Dodgson of the University of Queensland using Leximancer software, may be accessed here: submissions-analysis-leximancer.

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Vice Presidential Candidate: Analyzing Reaction to Sarah Palin

Posted on September 4, 2008. Filed under: Customer Insight Portal, Leximancer | Tags: , , |

Conceptual Map of Analysis of Sarah Palin as VP Nominee

Conceptual Map of Analysis of Sarah Palin as VP Nominee

John McCain’s choice of Sarah Palin as the Republican vice president nominee had media tongues wagging immediately. Using The Customer Insight Portal to instantly hone in on coverage after the decision helped to quantify media reaction and coverage. Material was sourced from top media outlets including The New York Times, Bloomberg, Chicago Tribune, Fox, Newsweek, LA Times, Time Magazine, etc., to identify the top concepts and themes emerging from the immediate mainstream media reaction to Palin.

Pathway Analysis of Sarah Palin's Relationship to Oil

Pathway Analysis of Sarah Palin

The conceptual map from The Customer Insight Portal shows that reporters felt McCain’s selection of Palin was in a large part due to the fact that she is the current Governor of Alaska. With the state of oil prices today having a vice president from Alaska, where big oil is a crucial part of the economics, would be important. Palin has a history of being outspoken on the need for more domestic drilling and other paramount issues in the oil industry.

Pathway Analysis of Correlation Between Obama, Palin and Experience

Pathway Analysis of Correlation Between Obama, Palin and Experience

Pathway analysis shows reporters felt Palin was unusual as McCain’s choice of running mate given his outspoken belief that Obama lacked the experience needed for the position. Both Obama and Palin have been perceived as lacking the necessary years of experience to run the country. The Pathway analysis provides actionable insight showing that both Obama and Palin are going to have to prove to skeptics that they have the years of relevant experience to deserve a position in the White House in November.

Palin and Experience

Query Section: Palin and Experience

Diving into the query section to conduct further textual analysis shows that Palin’s lack of experience, especially in foreign and national policy, were frequent themes.

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Case Study: Australia National University

Posted on September 2, 2008. Filed under: Case study, Leximancer |

The researchers at Australia National University (ANU) had a problem. As a social and opinion research center tasked with understanding immense amounts of information, the ANU needed a service that could help do this for them. With a limited number of employees and a condensed amount of available time, ANU needed to dissect through thousands of pages of information comprised of exploratory research of subject behaviors, viewpoints, attitudes, beliefs and comments. But how were they supposed to do this without spending months or without hiring additional employees?

Well, simple. They turned to Leximancer.

Using Leximancer’s powerful text analytics software, the ANU employees were able to dump all of their research into the program, and within minutes, have at their fingertips not just WHAT their subjects were thinking and feeling, but WHY. This provided the researchers with invaluable information they could then present to government and community figures, industry experts and top-line journals.

Nigel Martin, a researcher at the ANU, considers Leximancer the most time and cost-effective service available and notes that Leximancer also provides the most accurate interpretation of the data, not allowing for any research bias or incorrect or lost concepts.

“Leximancer has assisted with processing the vast data blocks that confront our social sciences practice. It means that we can process hundreds of thousands of words and texts in compressed timeframes without the need for employing more and greater skilled staff members. It also allows us to undertake multiple projects simultaneously, so that our overall ability to process and understand extraordinary amounts of data is greater than if we were tied to a single project for an extended time period due to the manual data processing,” Martin said.

For more information about how Nigel Martin and the ANU used Leximancer in their work, click here.

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