Behavioral Intelligence from Big Data. Predictive insights about Consumer and Brand portrait from Social data (Twitter)

1. From Perfect to Style..!
Predicting the ‘Perfect’ #Heineken
from Twitter
Sankar Nagarajan
TEXTIENT Analytics

2. • Things are ‘speedy’ in the Digital Landscape – Consumer
preferences and behaviours are dynamic.
• How well does Organisations today know their consumers
today? What they feel, desire and how they perceive them?
• Do they know if their brand has its intended identity to the
consumers?
• How fast can they align or tune the brand and marketing goals?
& How fast can they get insights to do this?
Traditional ‘Brand Analytics’ provide insights. But It takes a
long time. Its expensive in terms of efforts and cost.
Overview

3. • Twitter provides a powerful new lens through which to look
at the Consumers & Brand
• Data Science techniques through “Behavioral Intelligence”
from Twitter (Big)data provides the Brand and Consumer
Insights to enable ‘Next Generation’ brand strategies.
• Provides fast & deeper understanding
Significantly lowers the efforts, time and costs to Brand and Consumer
insights. Enables you to catch up with the fast dynamics in the Digital
landscape.
Behavioral
Data Science

4. Predicting the Consumer
& Brand portrait of
#heineken from Twitter
Behavioral Analytics

5. Digital Consumer & Brand Portrait
Consumer
Perceptions
Consumer
Experience
Consumer
Desires
Consumer
Values
Brand
Image
Brand
Persona
Predictive insights
Dimensions

6. Dataset for Predictive Analytics
• Twitter data (tweets)
• - 10,000 tweets sampled & filtered
• Twitter hashtag search ‘#heineken’
Uncovering the Behavioral Intelligence

7. Consumer Portrait
PREDICTION &
INSIGHT

8. Prediction Consumer Experience : #heineken
What are the (twitter) consumer feelings?
Dominant Feeling: Joy power
Positive feelings resonate
with consumers and drives
the brand impact
Cheerfulness, Affectionate, Excited
Emotional Dimension
- Pleasure, Arousal
A pleasant state experienced when consumers have made progress towards important goals

9. Prediction Consumer Experience : Themes
What are the consumer feelings related to?
Context of the Feelings of JOY power
Key emotional themes: Enjoying, Loving, Excited
Sample tweets :
• Loving the Heineken on the piano during Somebody to Love in
.. ….ha
• just me n my wife enjoying some Heineken
• Europeans really love Heineken
• Watching the Hangover and drinking some Heineken on a
Friday night. Sounds good to me

10. Positive Emotions: Response
• Enjoyment is an emotional response to the experience of
pleasure.(drinking, watching Ad, promotional event)
• * Hedonically based action of relishing to an intrinsically pleasurable evaluation of experience
Loving has to do with affection felt for the ‘product’ or ‘brand’ with
which consumer’s lives are deeply entwined
The point here is Heineken’s product(s) and Brand initiatives seem to be evoking these
powerful positive emotions and responses as reflected in Twitter
* Frijida, Sunderrajan
#heineken

11. Emotions Influences Consumer Choice
• Much Buying is rooted in strongly held feelings of Likes
• Joy:: “Enjoyment”
• a) Suggestive of lower emotional burden associated with Centrality or
Uniqueness of Heineken’ that may influence choice.(Economic Criteria)
• b) Consumptions feelings help achieve inner harmony
• Joy:: “Loving”, “Excitement” - Suggestive of presence of some
“Intrinsic experience / Criteria” that may drive choice
• E.g. Messages: Thanks for the inside info @Heineken_UK loving the taste of what's to come this year
• I love that Heineken commercial so much lol
The Criteria that influences most of the buying can be Intrinsic !
Indicative Values: Play, Aesthetics, Faith

12. Prediction Consumer Perceptions : #heineken
Personable / Warm
Sophisticated / Elite
Consumer’s Brand Perceptions
• Predictions from Positive feelings
#1
#2
This may be leveraged to understand &
calibrate brand position
Consumer’s impression,
awareness, consciousness
about a Brand / Offerings.
?

13. Prediction Consumer Values : #heineken
Willingness to Experiment
Social Superiority & Esteem
• Based on Positive feelings
#1
#2
Self-Indulgent / Desire for Emotionally
Pleasant Arousal
#3
Self-centered satisfaction / Intrinsic interest
in something original or new
#4
This may be leveraged in positioning products and
in campaign strategy
Beliefs & Goals

14. Prediction Consumer Desires : #heineken
What are the top desires or wants ?
• Based on Positive feelings
People, Setting, Product ?
Intelligence about ‘Consumer desires / wants’ that
can be leveraged for Product & Marketing Strategy
Note: These dimensions can vary from time to time based on events and twitter messages .

15. Brand Portrait
PREDICTION &
INSIGHT

16. Prediction Brand Persona : #heineken
• Predictions from Positive feelings
Excellence
Genuine
What are you
as a Brand? ?
Aesthetic
Energetic Cheerful
Unassuming
Note: These dimensions can vary from time to time based on events and twitter messages .
Top Six Brand Persona
Intelligence about ‘Brand Persona’ can be leveraged
in brand management & marketing

17. Prediction Brand Image : #Heineken
Perfect
Inspiring Style
Friendly Peace
What does the Brand reflect?
• Predictions from Positive feelings
Provides background information when developing
and managing Brand identity.

18. Prediction Brand – Consumer Relationship - #heineken
• Predictions from Positive feelings
Relationship Position is ‘Involvement’
- Indicative of an emotional involvement where
consumers feel a close identification with Brand
Values. Feel Special
Transactional
Personal
Desires
InvolvementStimulation
Efficiency Convenience

19. Behavioral intelligence
from Big data
Predictive Analytics

20. 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 business performance.
• 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

21. How to Leverage Behavioral Insights?
Align your brand with
ever changing market
dynamics
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

22. Summary
Data Science & Behavioral models provides a significant opportunity to predict and
correlate the Brand and Consumer patterns in the Digital landscape. Please remember
that the findings are not deterministic. These are simply correlations.
While I believe the correlations are statistically significant, Weaknesses in the predictive
models may include the self-reporting nature and veracity of the social data, Size and
quality of social data available , Major Market & Consumer Life events based changes
and the possibility of multi-faceted and intentional behavioural aspects in humans.

23. Digital text data from
varied touch-points
Your Private digital
consumer text data
Behavioral Intelligence
* Affect, Psychology, Cognitive
TEXTIENT
Platform
Analysis
Data Science
Cloud
computing
Analytics
/Report
Predictive Insights Enabled by TEXTIENT Analytics
Instagram
OR
Feeds Historical

24. THANK YOU!

25. 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

26. USING THIS DOCUMENT
Essential Reading
This document is intended to support practitioners’ level of awareness in the context of identifying and leveraging predictive
indictors or cues from Behavioral Economics in the area of Business Intelligence & Analytics.
It’s Intended to provide and enhance business practitioners “knowledge” of factors that are theoretically linked to Behavioral
Economics.
It doesn’t provide a actuarial measure of an individual or a organisations’ behavior, performance or risks
It is not to be used to determine or construct specific notions or legal charges against any individual or an organisation.
It is not to be used as a surveillance tool.

27. 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.
I /We are not associated with or affiliated to Heineken or any of its associates.
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