The document discusses an AI-powered tool from Ogilvy that analyzes product reviews from multiple websites. It can synthesize thousands of text reviews to provide insights into customer pain points, preferred features and sentiments. The tool identifies key themes in reviews through unsupervised text mining. It also compares metrics like review count, word count, average ratings between brands. Insights from the tool can help prioritize marketing messaging based on real customer feedback.
2. Hello!
Andrew Van Aken
Senior Consultant,
OgilvyOne Worldwide
José Arteaga
Creative Digital Strategist,
OgilvyRED
Michael McCarthy
Senior Consultant,
OgilvyOne Worldwide
3. What’s the weather like in your city?
Tell us where you’re dialling in from!
7. A means for transferring data or technology
So what is an API?
8. A means for transferring data or technology
So what is an API?
9. A means for transferring data or technology
Request
So what is an API?
Response
10. A means for transferring data or technology
Request
So what is an API?
Response
11. Why are APIs Important?
Mobile Applications Websites Machine Learning & AI
Map’s API, etc Facebook Graph API powers
logins, contact sharing, etc
with thousands of sites
APIs to do image analysis
12. Why are APIs Important?
Mobile Applications Websites Machine Learning & AI
Map’s API, etc Facebook Graph API powers
logins, contact sharing, etc
with thousands of sites
APIs to do image analysis
15. What can they do?
Video
Facial recognition
Object tracking
Meta tagging
Audio/Text
Speech to text
Sentiment analysis
Topic modelling
Image
Object recognition
Facial recogintion
Celebrities!
26. Anyone can do it…
“In order to upload the images to S3, the team created
the bucket and manually used the web interface to
upload about 1,000 images at a time.”
33. What is it?
• Web scraping tool which aggregates reviews across different websites
• Collects rating of an item, text of the review and date it was posted
BETA
34. What is it?
Python Codebase
BETA
• Web scraping tool which aggregates reviews across different websites
• Collects rating of an item, text of the review and date it was posted
35. What is it?
Python Codebase Web Scraping
BETA
• Web scraping tool which aggregates reviews across different websites
• Collects rating of an item, text of the review and date it was posted
36. What is it?
Python Codebase Web Scraping Data Storage
BETA
• Web scraping tool which aggregates reviews across different websites
• Collects rating of an item, text of the review and date it was posted
37. Recent Work: Insights into a Smart Home Product
Goal:
Gain a deeper understanding of customer pain points, use-cases and
preferred product features to craft more relevant messaging for an upcoming
campaign.
BETA
38. Goal:
Gain a deeper understanding of customer pain points, use-cases and
preferred product features to craft more relevant messaging for an upcoming
campaign.
To Accomplish:
Product XYZ
-—- — ——
-—————
—————-
Visualize Keywords Identify Key Themes
-—- — —
-————
—————
-—- — —
-————
—————-—- — —
-————
—————
Aggregate Review Data Inform Campaign Messaging
BETARecent Work: Insights into a Smart Home Product
39. Summarizing Data
Word Count of Reviews
Average Review ScoresReview Count by Product Type
4
3
Competitor Brand
5,000
2,000
2,500
300 200
Competitor Competitor Brand Competitor Competitor
Word Count
ReviewCount
Average = 40 Words
Median = 30 Words
Word Count by Sentiment
45
40
Positive
Negative
BETA
42. Identifying Key Themes - Unsupervised Text Mining Analysis
Topic B
— — — —
— — — —
— — — —
Topic C
— — — —
— — — —
— — — —
w
b
a
d
x
i
BETA
Product XYZ
-—- — ——
-—————
—————-
Product XYZ
-—- — ——
-—————
—————-
Product XYZ
-—- — ——
-—————
—————-
Topic A
— — — —
— — — —
— — — —
43. Key Themes in Review Data
home —— automation
product start home —-
away —- add automation
work product —- setup add
turn — kit — starter…
3rd party party apps app
— —- cool wish — app
control apps control
feature —- app bit sync
music…
connect wifi connection
hub —- work — time wifi
router —- connect —-
router
firmware…
Home Automation 3rd Party Apps Technical Issue
BETA
44. Key Themes in Review Data
home —— automation
product start home —-
away —- add automation
work product —- setup add
turn — kit — starter…
3rd party party apps app
— —- cool wish — app
control apps control
feature —- app bit sync
music…
connect wifi connection
hub —- work — time wifi
router —- connect —-
router
firmware…
Home Automation 3rd Party Apps Technical Issue
49%
20%
31%
}
By sizing topics in customer reviews, we can
prioritize and plan a more focused marketing
campaign
Breakdown of Reviews by Theme
BETA
45. Summary
1. Synthesis thousands of text reviews into product insights
2. Evaluate how a brand compares to competitors in the marketplace
3. Prioritize campaign messaging based on real customer feedback
Utilizing Ogilvy’s Shopper Insights Tool, we can accomplish the following:
46. Summary
1. Synthesis thousands of text reviews into product insights
2. Evaluate how a brand compares to competitors in the marketplace
3. Prioritize campaign messaging based on real customer feedback
Utilizing Ogilvy’s Shopper Insights Tool, we can accomplish the following:
More coming soon!
47. Want this deck?
It will be available for download shortly after
the webinar on: slideshare.net/socialogilvy
Ogilvy staff: It’s also on The Market!
themarket.ogilvy.com
48.
49. Theatrical release -2014 Online film - 2016 Online series - 2017
A tradition in telling love stories with Branded Entertainment
50. THE BRIEF
- Lacta chocolate is a symbol for love in Greece.
- Appeal to a broader audience, than 18-24.
- Convey that "Without love, life has no taste."
THE CAMPAIGN
- A sci-fi branded film, about a lonely man living in the
near future with an AI robot. When she's updated with
"Artificial Emotions", she wants to find out what love is,
but she cannot taste Lacta...
- 73' film was released online and on TV on Valentine's Day.
- A teaser campaign, let users explain love to the AI Robot,
using real Artificial Intelligence.
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62. Questions?
Andrew Van Aken
Senior Consultant,
OgilvyOne Worldwide
José Arteaga
Creative Digital Strategist,
OgilvyRED
Michael McCarthy
Senior Consultant,
OgilvyOne Worldwide