big data conference. 2019 · build a process that uses the power of ml twice to understand and...
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BIG DATA CONFERENCE. 2019
91%...
OF CUSTOMER’S QUALITATIVE TEXT FEEDBACK IS BEING WASTED WITHIN COMPANIES
FACT #1
CUSTOMER FEEDBACK IS NOT WELL UTILIZED
BIG DATA CONFERENCE. 2019
“WHAT IS DRIVING OUR COMPANY’S SALES?”
“WHY ARE CUSTOMERS LEAVING US?”
“WHAT MAKES OUR EMPLOYEES HAPPY?”
FACT #2
COMPANIES STRUGGLE WITH THE QUEST FOR CAUSALITY
BIG DATA CONFERENCE. 2019
THE IDEA | 1
MAKE USE OF WHAT EVERY COMPANY HAS
BIG DATA CONFERENCE. 2019
THE NET PROMOTER SCORETM
OR ANY OTHER KPIOPEN-ENDED TEXT FEEDBACK BY
CUSTOMERS ON THEIR KPI RATING
1 2
THE IDEA | 2
BUILD A PROCESS THAT USES THE POWER OF ML TWICE TO
UNDERSTAND AND PREDICT KPIS
UNSTRUCTURED
TEXT FEEDBACK
NLP: CODING,
SENTIMENT
ANALYSIS
CATEGORIES
INCL.
EVALUATION
NEURAL
NETWORKS:
IMPACT
ANALYSIS
EXPLANATION
AND
PREDICTION
OF NPS
Employees
Services
…
Sentiment
-0.1
0.25
-0.5
0.35
-0.11
0.72
0.3
-0.02
NPS
+28
NLP ML Causal ML
BIG DATA CONFERENCE. 2019
NLP ML: SEVERAL POSSIBILITIES WERE QUALITY CHECKED
NLP ML
BIG DATA CONFERENCE. 2019
UNSUPERVISED LEARNING SOLUTIONS
MANUAL CODING
SUPERVISED LEARNING SOLUTIONS
CAPLENA/CODIT SOLUTION
NLP ML: THE PREDICTIVE POWER OF SUPERVISED LEARNING IS
CLOSE TO OR EVEN BETTER THAN MANUAL CODING.
38%
53%
70%75%
Unsupervised
Learning
Open Source
Supervised Learning
Manual coding Supervised Learning
Engine Caplena
HOW CAN AN AUTOMATIC
CODING BE BETTER THAN
MANUAL?
1.) It leverages an own knowledge
database for sentiment codes.
Based on this, it generates
sentiments that are way more
predictive than manually coded
sentiments.
2.) It produces likelihood scores for
codes instead of binary codes.
NLP ML
BIG DATA CONFERENCE. 2019
NLP ML: CAPLENA ML IS BASED UNSUPERVISED PRETRAINING
AND TRANSFER LEARNING – F1 SCORE TYPICALLY AROUND 70%
NLP ML
BIG DATA CONFERENCE. 2019
CAUSATION, NOT CORRELATION
“There is nothing more deceptive than an obvious fact.”
Sherlock Holmes
BIG DATA CONFERENCE. 2019 Careful - fake statistics taken from Social Media. Both show the same but colored picture
MAD COW DISEASE 1992 BREXIT VOTUM 2016
2016 GOOGLE SEARCHES FOR ERECTILE DYSFUNCTION, HAIR
LOSS, HOW TO GET GIRLS, PENIS ENLARGEMENT, PENIS SIZE,
STEROIDS, TESTOSTERONE, AND VIAGRA
2016 TRUMP VOTERS
BIG DATA CONFERENCE. 2019
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Modern
Smart
Innovative
Can play music from any source I want (Internet music service, direct line-in from phone, Bluetooth streaming, etc.)'
It allows me to stream music to multiple speakers throughout my home
Inventive
It allows me to stream TV sound to multiple speakers throughout my home
Creative
It can be controlled from a mobile device
Popular
Is a Proud brand
It realistically reproduces TV and movie audio
Efficient
Outgoing
Energetic
It sounds good no matter where I place it in my house
It has a great looking design
Is a Trustworthy brand
Is a Hopeful brand
The music sounds unproduced and natural, as the artist would have intended'
It has a timeless design that will not look out of date in a few years
It is easy to set up and install
Friendly
It always sounds amazing, rich and crystal clear'
It has products that fit easily and anywhere in my home
It offers a range of speakers (different sizes, performance levels) to meet all my needs'
Curious
Is Calm
It creates an immersive listening experience
Approachable
Controlling a speaker or the whole system is easy
Is changing the home audio listening experience for the better
It reproduces music with all the detail of the original recording
Is a Happy brand
Is Relaxed
It provides access to a wide variety of music services and/or internet radio stations
Sensitive
Easy going
Is an Exciting brand
Is a Fun brand
It is simple to add more speakers to the system over time
It is expensive but worth it
It always has a stable wireless connection
Is a Courageous brand
It provides software updates so that the speakers get better over time
It is a good value for the money
Offers the best portable audio products
It provides excellent customer support
Offers the best home audio products
Is a brand for me
CORRELATION ANALYSIS DOESN’T HELP – AN EXAMPLE
BIG DATA CONFERENCE. 2019
CAUSAL ML: INDIRECT EFFECTS NEED TO BE CONSIDERED
PURCHASE
INTENTION
Identification
with Brand
Sound
Experience
Software
updates
Multi-Room
„Best Friend“
Brand
Personality
Relax
Emotion
„Leader“
Brand
Personality
BIG DATA CONFERENCE. 2019
14BIG DATA CONFERENCE. 2019
CAUSAL ML: NONLINEARITIES NEED TO BE CONSIDERED
CAUSAL ML:
PROCESS OF UNIVERSAL STRUCTURE MODELING TECHNIQUE NEUSRELTM
CONNECTING
THE DOTS INCL. LV‘S
QUANTIFYING
CONNECTIONS (NN)
UNDERSTANDING
CONNECTIONS
BIG DATA CONFERENCE. 2019
Causal ML
CAUSAL ML: THE ML WE USE EXPLAINS UP TO TWO TIMES BETTER
WHY CUSTOMERS ARE LOYAL OR WILLING TO RECOMMEND.
BIG DATA CONFERENCE. 2019
Causal ML
WHY IS CAUSAL ML WITH NEURAL NETWORKS SO
MUCH BETTER THAN LINEAR REGRESSION?
1.) It prevents spurious relationships and unveils
unexpected nonlinearities and interactions
2.) It considers indirect causal effects that work
through sentiments. This indirect effect adds
additional explanation power on top.
0.70
▲(indirect
effects)
Explanation
power of
traditional
linear
regression
USM’s total
explanation
power incl.
sentiment
analysis
+40%
+41%
EXPLANATION POWER R2
ON THE NPS (ON AVERAGE)
0.50
xUp to 2x
USM’s direct
explanation
power
BIG DATA CONFERENCE. 2019
DASHBOARD AND TOOL TO STANDARDIZE THE PROCESS
EXAMPLE
SENTIMENT ANALYSIS HELPS TO INCLUDE INDIRECT AND
EMOTIONAL ASPECTS
BIG DATA CONFERENCE. 2019
Predictive Promoter Score Cockpit
Causal Graph Output of Sentiment Analysis
EXAMPLE: INSURANCE COMPANY
Great consulting
Great personal customer
service
Professionality
Trustworthy, Honest,
Reliable, Fair
Bad advise/ bad
information/ lack of
information
I was lied to/
Promises were not
kept
Obvious
Hidden Hidden
FREQUENCY OF MENTIONS
POSITIVE IMPACTNEGATIVE IMPACT
by
REFERENCES: SOME EXAMPLES OF WHO IS USING OUR TOOL
BIG DATA CONFERENCE. 2019
BIG DATA CONFERENCE. 2019
SUMMARY
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