social networking and business intelligence july 2011
TRANSCRIPT
Copyright © 2011 Deloitte Development LLC. All rights reserved.2 The power of social media and business intelligence
Topics
Goals can be achieved Steps to build BI
Case studySocial Networking and business
BI trends Power of Social Networking
Copyright © 2011 Deloitte Development LLC. All rights reserved.3 The power of social media and business intelligence
Business intelligence trends
33% of business intelligence will be through mobile devices by 2014
Mobile Analytics
30% of analytic applications will use in-memory functions to add scale in next three years
Analytics Process
40% of spending on business analytics will go to systems integrators, not software vendors in next three years
System Integratorvs.
Software Vendors15% of BI deployments will combine collaborative and social decision making environments by 2013
BI Collaboration and
Social Software
Predicted Areas
• Life Sciences
• Banking Industry
• Travel Industry
• Cyber Wellness
z
Source: http://www.cmswire.com/cms/information-management/gartner-predicts-business-intelligence-will-go-mobile-and-social-009765.php
Copyright © 2011 Deloitte Development LLC. All rights reserved.4 The power of social media and business intelligence
One presidential election candidate used the power of social media to connect with people. He engaged with the people directly and allows people to engage at all levels — Advocate, Social, Personal
Power of Social Networking
• Facebook now has over 100 pages dedicated to Anna Hazare and his campaign.
• These 100s of Facebook pages showing support have garnered over 200,000 likes in just couple of days.* Word of Mouth NOT real data
• Nearly 40,000 blog posts were written after its release date http://kunalsingla.wordpress.com/2010/01/19/67thannual-golden-globe-awards-titanic-vs-avatar/
• 13 million people on the email list who received 7,000 variations of more than 1 billion e-mails
• 5 million friends on more than 15 social networking sites, 3 million friends on Facebook alone.
• 3 million personal phone calls placed in the last 4 days of campaign
• Raised 11M $ in a day using Social network siteshttp://weblogs.hitwise.com/billtancer/2007/01/obama_versus_clinton_barak_may.html
A Sci-Fi epic movie become the #2nd highest grossing film of all time because of using social networking rightly and timely
One common man raised the voice against the corruption and became the leader without any designation or title
Copyright © 2011 Deloitte Development LLC. All rights reserved.6 The power of social media and business intelligence
Social Networking and Business
Social media data is not ONLY Data It is about Experience, People, Relationship
Only 14% trust on advertisements 90% of consumers trust Peer Recommendations
93% of Marketers use social media for business
Word-of-Mouth conversations has the impact of 200 TV ads
Information Technology buyers trust social media more than any other content source
Conversations on social networking sites affects ….. sales, credibility, reputation and profits
We don’t have a Choice on whether we DO social media,the question is How well we DO it.“Erik Qualman”
Copyright © 2011 Deloitte Development LLC. All rights reserved.7 The power of social media and business intelligence
Key Objectives
Corporate Functionality
Objective/Goal Social Media Activities
Copyright © 2011 Deloitte Development LLC. All rights reserved.8 The power of social media and business intelligence
Steps to convert social media data into BI
Listening is the first step
Sources of Information
Categorization of Information
Identifying potential community, Social Advocates, Influencers
Copyright © 2011 Deloitte Development LLC. All rights reserved.9 The power of social media and business intelligence
Steps to convert social media data into BI (cont.)
Analyze Competitive InformationMapping Sales with Volume
Outcome
•Promote Sales
•Corrective actions
•Identify Geographies
•Identify Potential Customers
Listen, Categorize and Analyze are three steps to gain the Business Intelligence from Social Networking
Finally BI from Collected/Categorized Social data
Measuring the Volume Measuring the Feedbacks/Sentiments
Copyright © 2011 Deloitte Development LLC. All rights reserved.10 The power of social media and business intelligence
Case Study – Banking Industry
Share of Voice Overall Volume Content Type Sentiment
FeesCustomer Service
Problem FeesCustomer Service
Dimensions: Overall Volume Dimensions with Sentiment
Legend
Content type
Tonality
Overall Volume
Copyright © 2011 Deloitte Development LLC. All rights reserved.11 The power of social media and business intelligence
Sentiment Share of Voice Content Type
Activity Timeline
B1
B2
B3
B4
B5
B6
Legend
Content type
Tonality
Case Study – Banking Industry (Cont.)
Copyright © 2011 Deloitte Development LLC. All rights reserved.12 The power of social media and business intelligence
Case Study – Banking Industry (Cont.)
Sentiment Share of Voice Content Type
Activity Timeline
B1
B2
B3
B4
B5
B6
• Call center Service is very poor – I had a bad experience and more than 5 times my call transferred to different representative
• Not getting statement on time
• They are very good and prompt on e-statement
Legend
Content type
Tonality
Copyright © 2011 Deloitte Development LLC. All rights reserved.13 The power of social media and business intelligence
In the complex care ecosystem listening is critical. Deloitte collected over 1.9 million data points related to nasal spray usage
vhaniyap: Nasonex nasal spray is making me sleepyyy!!
jenztweets: After realizing how much OTC allergy meds cost, Nasonex script is looking much better. Expensive, but it works so damn well.
aznXbiker: nosebleed in one nostril, stopped using nose spray in that nostril. now the other one started bleeding.
grahamgorton: Went to pharmacy. Enquired about new nose spray. Told "it is very good" but will give you a "bleeding nose". Errr...what?!
mavdaystaci: mum got the nose spray thing in my mouth. that s*** does not taste good.
GaPeach_est1983: Why is Veramyst $90 with my insurance? Umm next!
Trade Name Non-Discriminated Internet Presence
Images Videos Blogs Forums Twitter Facebook
Nasonex 368,000 12,400 18 9,700 16,100 25,900 1,200
Atrovent Nasal 83,500 8,760 15 8,060 15,200 11,270 780
Flonase 480,000 20,600 6 25,200 41,800 22,400 820
Omnaris 83,500 4,620 31 3,840 3,500 7,520 520
Veramyst 126,000 10,300 27 11,600 13,400 1,650 400
Beconase AQ 119,000 10,900 2 3,160 6,060 490 60
Astelin 65,100 7,110 34 5,860 10,100 3,700 280
Patanase 36,600 2,160 13 2,300 2,000 170 20
Rhinocort Aqua 174,000 8,010 13 11,600 18,300 13,500 160
macrumors.com: Should I notice results after the first 4-5 doses of Flonase? Because it seems like it's making things worse. My nose is even more stuffed now. This stuff is also making my throat sore.
Yahoo!: I followed the instructions for Flonase, the nasal decongestant spray, exactly as they were written. But every time I use the spray, within one minute of using it my nose is just as congested as it was before--if not MORE congested.
Illustrative Tweets
Case Study: Social Media “Listening Post”
Copyright © 2011 Deloitte Development LLC. All rights reserved.14 The power of social media and business intelligence
…From which we were able to produce structured, normalized, side effect data
Within the 1.9 million data points on nasal sprays were various references to side effects; structuring this data and normalizing the scale creates a passive market research study
Similar structuring could be done for efficacy attributes or other preferences
Bitter taste was most common complaint
– Antihistamines received the most complaints as a group, approximately 4x more for Bitter Taste than all other nasal spray types
– Flonase has 3 times more references to bitter taste than Omnaris
Dry Nose & Bloody Nose are highly correlated
– Two corticosteroids, Rhinocort Aqua & Beconase AQ have lowest reference to Dry Nose / Bloody Nose outside of anti-histamines
– However, Veramyst has 3x more complaints for Bloody Nose than Rhinocort Aqua or Beconase AQ
Only the 2 anti-histamines have references to drowsiness
Across all products, women complained twice as often about bitter taste, whereas men complained about efficacy
Name (Mfr.) Type
Bitter Taste
Head-ache
Dry Nose
Bloody Nose
Dry Mouth
Drowsi-ness
Dry Eye
Ear Pain
Rash
Astelin (Meda)Antihistimine 8 4 1 1 4 6 0 0 0
Atrovent Nasal (BI)Anticholinergic 4 5 5 5 2 0 2 0 1
Beconase AQ (GSK)Corticosteroid 6 4 3 2 0 0 0 0 0
Flonase (GSK)Corticosteroid 5 3 6 5 0 0 0 0 0
Nasonex (Merck)Corticosteroid 3 4 5 5 0 0 0 0 0
Omnaris (Sunovion)Corticosteroid 2 6 4 6 0 0 0 1 0
Patanase (Alcon)Antihistimine 9 6 1 2 3 7 0 0 0
Rhinocort Aqua (AZ)Corticosteroid
2 2 3 2 1 0 0 0 0
Veramyst (GSK)Corticosteroid 4 6 4 5 2 0 0 0 0
Illustrative ObservationsData Analysis and Structuring
Results: Structured, normalized, side effect analysis
Copyright © 2011 Deloitte Development LLC. All rights reserved.16 The power of social media and business intelligence
References
http://en.wikipedia.org/wiki/Business_intelligence
http://www.b-eye-network.com/view/3578
http://www.bing.com/search?q=percentage+of+legacy+source+systems&src=IE-Address&adlt=strict
http://www.bing.com/search?q=structured+and+semistructured+data+sources+artifacts&src=IE-Address&adlt=strict
http://clarabridge.com/default.aspx?tabid=137&ModuleID=635&ArticleID=551
http://searchstorage.techtarget.com/feature/What-is-unstructured-data-and-how-is-it-different-from-structured-data-in-the-enterprise
http://wikibon.org/blog/understanding-the-nuances-between-unstructured-data-and-unstructured-content/
Appendix
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