O360 overview feb 20 2018
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O360 provides concise summaries of unstructured text data from online conversations. It extracts key information such as occasions, attributes, perceptions, emotions, and themes. Machine learning is used to analyze large volumes of text and identify consumer insights. Marketers can use these insights to better understand customers, track brand performance, and inform marketing strategies.
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O360 overview feb 20 2018
- 1. O360 Overview Matt Fox, mfox@o360.ai
- 2. How do you understand your customers? FOCUS GROUPS INTERVIEWS SURVEYS
- 3. Thousands of consumer conversations await online Consumers leverage conversations and commentary to influence decisions E-commerce and Marketplaces Social Channels Topical Communities reviews and product level insights … influence purchase behavior and uncover unmet needs and wants … with Peer perspectives
- 4. Oculus360 Solution Overview $$$ 3. Extract Category Themes Once our computing infrastructure understands the category, it begins to identify relevant themes made up of occasions, perceptions, attributes, & customer segments 4. Track Trends and Assign to Products & Consumers Armed with these themes and the phrases that make them up, we can track consumer perception drift and trends over time 1. Seed, Collect & Score Seed sites spider to thousands of public sites or millions of public pages to gather, score, and refine data based on relevance 2. Platform Learns Category Themes Using patent-pending techniques, we then process large volumes of unstructured data in our analytics models Cognitive computing: •semantic network •deep machine learning •natural language processing (NLP)
- 5. Extracting Occasions, Attributes, and Perceptions My husband and I were on a 10 hour American Airlines flight from Chicago to Rome for our honeymoon this past fall. I became severely dehydrate and became ill. The entire crew aboard were so sweet and helped me feel better about the incident, specially two staff who went above and beyond. One of them even gave me a change of clothes since mine were ruined and I didn’t have a spare in my carry on. Kudos to both of these attendants and the entire flight crew on this flight. Attributes Crew Crew > Attendants Flight > American Airlines flight Occasions Temporal - 10 hour flight Special - honeymoon Seasonality - Past Fall Other - Illness Perceptions Emotion - Kindness Emotion - Helpful Emotion - Appreciative Sensory - Feel Better Went above and beyond Heather Mayes (United States) 20th January 2016 O A P Gender Generation
- 6. Oculus360 confidential and proprietary OCCASIONS PERCEPTIONDEMAND SIGNAL Combination of Consumer Choice Drivers Emotions, Beliefs, and Judgments Usage Context ATTRIBUTES Features and Functions About the consumer = + + GENDER & GENERATION PERSONALITY & INTELLECT & INTEREST EMOTION & SENSORY TRIGGERS Translating unstructured and unaided consumer conversations into consumer TRUTH and INSIGHT
- 7. ConsumersBrands & Retailers Digital Channels Competitors Consumer • Demographic • Psychographic • Attitudinal • Demographic • Psychographic • Attitudinal • Values • Needs Landscape Domains Consumer Portraits O360 Insights Platform Brands / Products • Occasions • Attributes • Perceptions • Emotions • Senses • Location • Social Profiles • Brand Engagement • Interests / Hobbies • Media Consumption O360.ai
- 8. Machine Learning landscapes surface top Attributes, Occasions, Perceptions, Emotions, Personalities, Themes and more by Brand, Demographic Segment, and Product Segmentation Themes Emotions Attributes Occasions Brands Products
- 9. Oculus360 confidential and proprietary Custom Cross-tab analysis to compare anything to anything with drill down to sub- Attributes, sub-Occasions, sub-Themes, etc. (anything in bold can be drilled into)
- 10. Machine Learning output enriches CRM data based on social profiles by demographic segment – Interests, Brands, Media Channels, Celebrities, Television Shows, and more
- 11. • Understand the core issues in the Healthcare industry and the key players that are helping to solve them • Stay informed on new innovations in healthcare to keep myself and my family safe and healthy • Publisher: TED, The Economist, ESPN • Interests : Music, Marketing, Politics • Celebrity : Neil de Grasse, Hillary Clinton, Bernie Sanders • NonProfit: Wiki Leaks, World Health Organization, Amnesty International • Institution: MIT, John Hopkins , Harvard • Brands: Netflix, Microsoft, Amazon, Nike Contents & Topics Linkedin, Facebook, Pinterest, SoundCloud Digital Communities Goals Mark does not work in the health field, but is generally inquisitive individual. He is proactively staying on top of current events. Mark actively supports key public figures and politicians that are questioning the status quo. DNA Frustrations • Trying to stay on top of the complex healthcare system, knowing that Pharma companies follow their own interest. • Healthcare information during political campaigns differ vastly from the reality Tension “I believe that knowledge is power and that public figures have a responsibility to champion disruptive ideas in healthcare rather than Pharma companies” Source: Oculus360 consumer insights Job To Be Done Create access to info and public figures for a transparent and fair healthcare system. Demographic Traits • Male • 35 years old • Director of Business Innovation • MSc London School of Economics, BA George Washington University • Frankfurt Curious Practical Idealistic Self Expressive OCEAN Personality Type Agreeableness (42%) Conscientiousness (51%) Emotional (32%) Extraversion (32%) Openness (50%) Persona Development Based on O360 MARK / Opinion Elite Generalist
- 12. Enriched 360 Degree View of Consumer CONSUMER INSIGHTS Macro view of how customers discuss various product categories to tailor messaging and increase conversion Multi-platform customer trend tracking informs tactics ahead of the curve Evaluate performance across product and consumer attributes to identify success drivers and refine future strategies Understand Customer Voice Understand Marketplace Understand Product Performance CRM and 3rd party data Online Behavior Analysis Oculus360 Demand Signal Enriched 360 View of Customer
- 13. 13 O360 Insights Power Strategy for World’s Leading Brands
- 14. Using Oculus360 Insights https://www.o360.ai/blog/what-should-marketers-do-with-consumer-insights
- 15. Case Study: Personalization Sequential Messaging O360 consumer perceived strengths and weaknesses for Competitive make and model vehicles mapped to 3rd party site consumer audiences and personas to support channel planning for ad-copy and placement for competitive conquest 3 of 5 weeks at # 1 Conversation in the Share segment 2x +4-6% Online Shopper Counts Increase in Conversion Across Segments Generation X Male visitor Progressive, Open- Minded, Conscientious affluent and car enthusiast USER 3RD PARTY WEBSITE BRAND WEBSITE AD #1 BUILD VEHICLE DEALERSHIP AD #2 15% Increase in CTR KPI: - Increase CTA to site traffic - Increase shopper counts + engagement - Increase conversion * Source: Lincoln's Digital Drives Brand With Digital Content - Paul Miser, Head of Digital, Hudson Rouge - MediaPost’s Marketing: Automotive 2015 NYC. http://www.ustream.tv/recorded/77326015
- 16. Using Oculus360 Insights https://www.o360.ai/blog/what-should-marketers-do-with-consumer-insights
- 17. Track Brand Health and positioning relative to competitors over time based on aspects from both unstructured and structured data Brand A Brand B Brand C Brand D
- 18. Women’s Fashion – Net Emotion ScoreTM Emotion Weight ANGER -1 ANTICIPATION 1 CALM 1 DISGUST -1.5 ESTEEM 1 FEAR -1 JOY 1.5 LOVE 1.5 SADNESS -1.5 SURPRISE 0
- 19. Using Oculus360 Insights https://www.o360.ai/blog/what-should-marketers-do-with-consumer-insights
- 20. Gap Between Site Content and Offsite Interest 0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% Life Events Leisure Time Climate Driven OFFSITE CONTENT WEBSITECONTENT 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0 0.05 0.1 0.15 0.2 0.25 0.3 WEBSITECONTENT OFFSITE CONTENT LeisureHolidays Climate Driven Time Dayparts Holidays Life Events 2016 2017
- 21. Using Oculus360 Insights https://www.o360.ai/blog/what-should-marketers-do-with-consumer-insights
- 22. Product Design Is Still All About The Family… DODGE GRAND CARAVAN HONDA ODYSSEY NISSAN QUESTKIA SEDONA
- 23. …Even Though Minivans Are A Lot More Versatile Than You Might Think. …
- 24. Ethnographic Research Confirmed the “Swagger Wagon” Crowd Has Different Needs — Like More USB Plugs THE PERFECT WAY TO WATCH A DRIVE IN MOVIE THREE COUPLES CAN GO OUT TOGETHER
- 25. Using Oculus360 Insights https://www.o360.ai/blog/what-should-marketers-do-with-consumer-insights
- 26. Audience Affinity for Cross-brand Targeting Audience Affinity for Fans of First-Person Shooters http://adage.com/article/digital/dallas-cowboys-consider-buying-esports-team-epsilon/307553/
- 27. Using Oculus360 Insights https://www.o360.ai/blog/what-should-marketers-do-with-consumer-insights
- 28. Case Study: Merchandising Optimization FASHION CORPUS EXTRACT THEMES Chic Casual Sleek Modern Contemporary Elegant Bohemian Subtle Luxe Romantic Stunning Geek Darling Lovely Amazing Gorgeous Vibrant Beautiful Feminine Couture Industrial Dressy Sultry Demure Futuristic Artistic Cute Adorable Pretty Sweet Fantastic EXTRACTED FASHION CONCEPTS “The outfit looks so romantic” “The shoes are so comfortable”
- 29. Our analysis of reviews, comments & blog posts in fashion conversations uncovered 30+ style themes SUBTLE Fabrics: Leather, Denim Colors: Neutrals, Black, White, Beige, Grey, Brown, Tan, Pastels Patterns: Solids, Floral, Natural Tones Designers: Christian Louboutin, Burberry Brit, Bottega Veneta INDUSTRIAL Fabrics: Denim, Leather, Cotton, Wood, Metal Colors: Black, Brown, Grey Patterns: Solids Designers: Prada, Vince, Chloe GORGEOUS Fabrics: Wood, Beaded Colors: Gold, Silver, White, Black Patterns: Solid, Flowers, Antique, Vintage Designers: Valentino, David Meister, Badgley Mischka
- 30. -90% -89% -79% -70% -56% 57% 86% 86% 91% 93% REVENUE (3M) $31,700,128 $50,819,026 $3,802,507 $70,741,560 $40,790,094 $2,048,488 $54,255 $782,626 $746,426 $506,950 AESTHETIC Chic Modern Bohemian Subtle Industrial Stunning Adorable Pretty Amazing Gorgeous TREND (3M) 3.05% (10.12%) (36.6%) 77.2% 183.39% (12.25%) 157.59% (6.68%) 15.24% 77.03% ALIGNMENT OF ASSORTMENT TO THEME WHAT TO TEST COPY COPY SALIENCE PROMOTION PROMOTION SALIENCE ASSORTMENT SALIENCE COPY ASSORTMENT Analyzing the aesthetics by revenue & assortment revealed priority areas for testing
- 31. THANK YOU Matt Fox; mfox@o360.ai
Notas do Editor
- OFFSITE CONTENT OF TRAVEL IS A DIFFERENT WAY TO TALK ABOUT TRAVEL THEN WHAT THEY