Applying Data Science and Predictive Analytics to uncover Digital Brand portrait

1. From Authentic to Romantic!
Predicting Your Digital Brand
Portrait at the speed of thought
Sankar Nagarajan
TEXTIENT Analytics

2. Thousands of consumers are
talking and engaged with your
brand through digital channels …
That’s Cool!
Your Digital Engagement

3. Do you know how consumers perceive your
Brand & What’s your digital Brand position to
grow your existing customer bases or drive
profitability?
What about the cost & time get such insights?
BUT
Photo credits: Flickr - April Killingsworth , Reshma Muralitharan

4. Discovering Your Digital Brand Portrait
Brand
Persona
Brand
Perceptions
Consumer
Experience
Consumer
Motivations
Consumer
Feelings
Dimensions

5. Behavioural Data Science offers ‘Predictive
Insights’ from Digital consumer touch-points
- Social Networks, Online marketplaces
What’s my brand
differentiation ?
Who is my next
customer?
What is driving
my brand ?
Brand Portrait at the Speed of thought!
Listen to the consumer

6. Brand Persona => “Honest & Innovative”
Which are the critical insights to your business
Success?
5000 Likes in
FB
3000 followers
in Twitter
Sentiment:
+ 7.5
Vs
Consumer Happiness
index @90%
Key Brand position
= “Style” &
“Sophistication”
220 customer
support tickets
Customers ‘want’ better ambience
and improved quality

7. Why Behavioural Insights?
• Digital business today is moving well beyond click-thru & likes to true consumer
conversations and relationships. You are increasingly dealing with the humans with
varied psychological nature across cultures.
• The * Science of economic judgement and choice is highly influenced by Human
Behavioural aspects. (Psychology, Emotions)
• Consumer experience and perceptions drive your brand and businessperformance.
• To understand your consumers and business , You need ‘Humanized’ insights that will
help drive growth and profitability.
• Most of the intelligence today are Transactional that won’t help truly understand your brand and
consumers in the digital landscape.
* Prof. Daniel Kahneman, Princeton University

8. Brand portrait of a
popular Italian
restaurant CA,U.S
Sample Prediction
A restaurant known for its country Italian food.
Photo credits: Benjie Ordoñez, Flickr

9. Restaurant Data set
Digital ‘consumer talk’ sampled / assembled
from the public domain (online)
• Sample Prediction

10. Prediction Restaurant’s Brand persona & Equity
Well known 97%
77%
Genuine 84%
Kind & Caring
(Human Touch)
76%
Innovativeness 56%Honesty/Sincerity 62%
Style 29%
Dependability 89%
73%Romantic
Sophistication 52%
Differentiating
What does our Brand reflect?
• Sample Prediction

11. Prediction Consumer Feelings
What are my customer feelings? What is it related to? (context)
Dominant Feeling: Joy
*Context of the Feeling discovered
Pride/Dominance
Joy (Pleasure/Approach)
Love (Affiliation)
Shame/Submission
power
power
love
Affective Influence circle
Cues: Customers are happy, satisfied and have an affectionate feelings
- Cheerfulness, Contentment, Affection
• Sample Prediction

12. Prediction Top Brand Perceptions of Customers
Consumer Perceptions about the Restaurant
• Sample Prediction labels
Cues : Engage and tune your Restaurant business Strategy &
Ops. tuned to Customer perceptions.

13. Prediction Top Customer Motivations
What are the Customer desires ?
• Sample Prediction
Cues : Evaluate and tune your Restaurant business Strategy
& Ops. tuned to Customer Motivations.

14. Prediction Top Customer Goals /Emphasis
• Sample Prediction
Disambiguation 93%
Disambiguation levels predicted at 93% emphasizes Honesty,
responsibility and Helpfulness. It correlates to “Readiness for contact “
with the customers. It emphasizes restaurant’s customer ‘Value
attribution’ towards understanding, accepting and showing concern for
all customers equally. There is a kind of Economic egalitarianism.
Also, “Disambiguity” signal indirectly correlates to customer loyalty
Cues : Importance of Carrying Customer Goals (Restaurant scenario)
 Offer the same kind of service across tables attended
 Pay attention, Understand and manage customer
reservations better
What’s the top motivational goal emphasized?

15. Prediction Top 3 Customer ‘Wants’
• Truly Experience what is offered.
• Experience the Authentic Food.
• Create a ‘Sense of belonging’
• Value what we think and feel
• Focus on people. Connecting with others is far more
important than the food or the noise in the restaurant!
• Sample Prediction
Photo credits: Sebastian Mary, Flickr
Cues : Evaluate and Align your Restaurant business tuned to
Customer needs.

16. What sort of insights can you get?
• How romantic or authentic is our restaurant to my customers?
• Are our customers excited or placid ?
• What is our Brand equity on Trust and Reliability?
• What are our Customer likes and interests?
• What kind of Customers do we serve today?
• What sort of values should we sustain or improve?
• What sort of Customers should I target for our marketing?
• What will help differentiate and grow my business?
• What makes our competitor to shine in business ?
* Example dimensions

17. Digital Behavioural Intelligence
Benefits
Align your brand with
ever changing market
drivers
Compete better
and Grow faster
Tune your business
to your customer
desires
Agile Marketing
insights and target
refinement
Understand risks
earlier
Improve your
customer experience
& loyalty

18. Digital Behavioural Intelligence
at the speed of thought
TEXTIENT
Insights in hours or days , Not weeks or months

19. Digital hose from
varied touch-points
Your Private digital
consumer text data
Behavioral Intelligence
* Affect, Psychology, Cognitive
TEXTIENT
Platform
Predictive
Analysis
Data Science
Cloud
computing
Analytics
/Report
TEXTIENT Predictive Analytics
Instagram
OR
Monitoring
& Analytics
Consumer data Feeds
• Consumer
experience
• Brand
Portrait
• Consumer
Persona
Behavioral Intelligence from Big data
* Sample prediction here were processed and analysed by TEXTIENT

20. THANK YOU!
sankar[at]textient.com
Twitter @_textient
www.textient.com

21. The Next revolution will be Psychological, NOT
Technological !
@rorysutherland
YouTube link
http://bit.ly/15T8TCa
Inspiration

22. Behavioral economics helps study the effects
of psychological, social, cognitive, and emotional
factors on the economic decisions of individuals
and institutions and the consequences for market
prices, returns, and the resource allocation.
Source – Wikipedia
http://bit.ly/1gnKPqr
Behavioral Economics 101

23. The views mentioned in this presentation my /our own.
Data if used, in the document have been sourced from available information in the public
domain and has not been authenticated by any statutory authority.
Although every reasonable effort is made to present current or appropriate information, there
are no guarantees of any kind. Data accuracy cannot be guaranteed. All analysis included
herein are based on data from public sources, but no representation or warranty, expressed or
implied, is made as to their accuracy, completeness, timeliness, or correctness. I am not liable
for any errors or inaccuracies, regardless of cause to you (readers, users).
Disclaimer