How We Did It: The Case of the Retail Tweeters

How We Did The Investigations The Case of the Retail Tweeters Brought to you by And Our Partners

We’re Getting A Lot of Questions … ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brizio Fashion Debate Between Giorgio (CEO) and Martina (CMO) ...Yes, it’s real! And I need some budget to prove that to you! Is Social Media real or a fad? And what does it mean to our company?

Martina Kicks Ideas Around with BSI ,[object Object],[object Object],[object Object],[object Object]

We Put Three BSI Investigators on This Case ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brizio Fashion Gave Us Access to their Active Data Warehouse from Teradata ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brizio’s System Architecture CRM Corp LAN Teradata Production 4 Nodes 5600H Dev – 1 Node 5550H Test – 1 Node 5550H Reporting 24TB Sentiment Analytics Teradata Relationship Manager

Social Media Data Model Segment of Teradata’s Retail Data Model

Buzz-Based Marketing Experiments – Matt

Pricing Experiments ,[object Object],[object Object],[object Object],[object Object]

“ Sentiment Analytics ” on Tweets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],We used Attensity’s Firehose “Respond” product for this study

Buzz Monitoring Experiments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sample Tweets for New Product Introductions

Sentiment Scores from Attensity

Differential Pricing Analysis: Week 4

Matt’s Work after 8 Weeks Increased price created extra margin on Trentino Decreased price to clear the Abruzzo Cosmetic line

How Buzz Drove Pricing Actions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],NET IMPACT + $72,000 + $27,000 + $99,000

Viral Marketing Experiment “FashionFluencer Study” – CODY

The Fashionfluencer Experiments Viral Marketing Analytics ,[object Object],[object Object],[object Object],[object Object],[object Object],Social Media Network

Chi and Cody Studied Influencers Used Tableau to see “Twinfluencers” Some people have huge influence – the Tweeting Influencers

Core Issue: Identity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Friends of Brizio - Sign Up!

Influencers - Analyzing People who Tweet Find the “TwInfluencers” (Tableau) ,[object Object],[object Object],[object Object],[object Object],Perfume Florentino Handbag Trentino

Cody Finds the “Queen” Fashionfluencer Who is this Mystery Woman who drives the Universe of Fashion? Hint: It’s not …

Sample Tweets on the Florentino Perfume of the Month Offer

Experiments Using Teradata Relationship Manager TARGET IS Past Purchasers Who Are High Value/Margin Who are on Social Media Who have Influence and Who caused Past Purchases in their Influence Group Communications Suppressions Create the Target Group for the Experiments Create an Email Campaign with a special deal for this Fashionfluencer group to try out the Florentino Perfume we are introducing, and forward their Opinions

Email Campaign and Response Architecture Outer Firewall DMZ Corporate Intranet Email Offer Send Email Offer P o s t M e s s a g e s Post Social Data ,[object Object],[object Object],2. Sends Email Offer 3. Influencers Get Email, Buy/Try Product 4. Tweets, Blogs, Emails 5. Attensity monitors Tweet data 6. ETL key data 7. Cody analyzes whether Followers buy Inner Firewall Teradata Database T C I M C l u s t e r TCIM Load Balancer Teradtata Relationship Manager and Integrated Web Intelligence TRM / TCIM Administrator IWI Reporting User Marketing User Emarketing Server Social Media Influencers Social Feed Social Feed

How He Did It: Create A Fashionfluencer Segment

Create and Monitor Communications Relevant, Personalized Dialogues

Other Results from Cody – Geospatial Analysis Florentino Perfume – Locations of Top Influencers

Cody’s Next Steps on this Brizio Experiment Measure Acceleration and Cannibalization effects ,[object Object],[object Object],[object Object],[object Object]

Business Impact: Fashionfluencers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A Cool Idea from Chi ,[object Object],“ It’s so easy!” Dashboards Apple iPAD

Martina Takes the Results Back to Giorgio ,[object Object]

iPad Results for Trentino Handbag ,[object Object],[object Object],[object Object]

iPad Results for Abruzzo Cosmetics ,[object Object],[object Object],[object Object]

iPad Results for Florentino Perfume ,[object Object]

iPad – Twitter Feeds for Brizio Twitter Feed monitoring of subjects “Trentino”, “Abruzzo”, etc.

CMO Takes the Results Back to the CEO Giorgio is happy With the Results – and he’s keeping the iPad for himself! But Martina doesn’t care because her intuitions were Right!

Brizio is On To Phase 2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Summary The Case of the Retail Tweeters Brizio Fashion wanted to see if Social Media could make a difference in their sales and forecasting processes BSI explored 3 hypotheses : 1. Hot buzz – keep pricing high 2. Cold buzz – discontinue product early 3. Fashionfluencers – can drive sales All 3 hypotheses by BSI paid off! CASE CLOSED

How We Did It: The Case of the Retail Tweeters

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How We Did It: The Case of the Retail Tweeters