using linguistic analysis to break through the noise - #clzsf - benjamin spiegel
DESCRIPTION
Benjamin Spiegel's presentation on using linguistic analysis to break through the noise. Presented in August at ClickZ Live San Francisco - Questions? @nxfxcomTRANSCRIPT
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August 11–14, 2014
#CZLSF | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
The Language of DiscoveryUsing linguistic analysis to break through the noise
Benjamin SpiegelManaging Director, Strategy@nxfxcom / @GroupMWorldWide
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August 11–14, 2014 | #CZLSF | @ClickZLive
THINGS USED TO BE SIMPLE
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
THINGS HAVE EVOLVED
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
DEVICES HAVE EVOLVED
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
DIGITAL WAS SIMPLE TOO
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
THINGS EVOLVED, AGAIN
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
I NEED CAR INSURANCE
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
GOOGLE EVOLUTION:I NEED A TRUCK
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
NNGROUP.COM/BOOKS/EYETRACKING-WEB-USABILITY/
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
MISSCONCEPTIONS
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
(I AM A HAPPY CONSUMER)
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom(I AM A HAPPY CONSUMER)
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August 11–14, 2014 | #CZLSF | @ClickZLive
WWW.LUMAPARTNERS.COM/LUMASCAPES/
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
LOTS OF NOISE
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
FIGHTING FOR THE CONSUMERS ATTENTION
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
1. Who are our consumers2. Where are our consumers3. Are they ready to buy
Now we know things like
WHO – WHERE - WHEN
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August 11–14, 2014 | #CZLSF | @ClickZLive
WE ARE MISSING THE MOST IMPORTANT THING.
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
WHAT TO SAY!
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
OUR ADVANTAGE(OVER TRADITIONAL)
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
UNIQUE CONSUMER EXPERIENCES
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
WE HAVE THE LARGEST CONSUMER PANEL IN THE WORLD
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
THE INTERNET
@nxfxcom
WHERE CONSUMERS LOVE TO TALK
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August 11–14, 2014 | #CZLSF | @ClickZLive
REDEFINE CONSUMERUNDERSTANDING
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
SOCIAL LISTENINGSEARCH DATA
PANELSSURVEYS
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
READING…
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
…WHAT THEY THINK & SAY@nxfx
com
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August 11–14, 2014 | #CZLSF | @ClickZLive
NUMBERSVS
WORDS
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
LANDING PAGE METRICS
/COUPONS 1,000 VISITS 17% BR
/FEATURES 3,000 VISITS 27% BR
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
WOULDN’T YOU RATHER HAVE
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
“I like the smell”
@nxfxcom
“very efficient”
“great price”
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August 11–14, 2014 | #CZLSF | @ClickZLive
USING LINGUISTICAL ANALYSIS TO BETTER CONNECT WITH
OUR CONSUMERS
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
WHERE TO START(2 EXAMPLES)
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
#1SOCIAL MEDIA
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
#CLZSF
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
#1 GET DATA
@nxfxcom
https://dev.twitter.com/docs/api/1.1/get/search/tweets
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August 11–14, 2014 | #CZLSF | @ClickZLive
#2 PICK A TOOL
@nxfxcom
http://rapidminer.com/products/rapidminer-studio/
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August 11–14, 2014 | #CZLSF | @ClickZLive
#3 BUILD A FLOW
@nxfxcom
Its easier then it looks
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
SAMPLE FLOW
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
POS FILTER PATTERN OF SPEECH
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
POS?WHAT ARE PATTERNS OF SPEECH
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
AMAZING RESULTSIN TEXT BASED ADS
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
#2COMPETITIVE INSIGHTS
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
https://snap.stanford.edu/data/web-amazon.html
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
pyOut = {}
for str in kIn['Col0']: tokens = str.split(':', 1) if len(tokens): if tokens[0] in pyOut: column = pyOut[tokens[0]] else: column = [] column.append(tokens[1].strip()) pyOut.update({tokens[0] : column})
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
COMPETITOR ATTRIBUTES
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
NEGATIVE ATTRIBUTES
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
LEARNERS / PREDICTORS
@nxfxcom
1. Keyword tagging by intend2. Engagement by condition3. Most Likely outcomes4. Ranking Factors
Machine learning
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August 11–14, 2014 | #CZLSF | @ClickZLive
CURRENT PROJECT
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
![Page 79: Using linguistic analysis to break through the noise - #CLZSF - Benjamin Spiegel](https://reader034.vdocuments.us/reader034/viewer/2022042623/546c68ffaf795956388b5148/html5/thumbnails/79.jpg)
August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
![Page 80: Using linguistic analysis to break through the noise - #CLZSF - Benjamin Spiegel](https://reader034.vdocuments.us/reader034/viewer/2022042623/546c68ffaf795956388b5148/html5/thumbnails/80.jpg)
August 11–14, 2014 | #CZLSF | @ClickZLive
@nxfxcom
*NON BRANDED, EQUAL EQUITY ETC. VERY OBJECTIONABLE
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August 11–14, 2014 | #CZLSF | @ClickZLive
WHERE SHOULD YOU LOOK FOR YOUR DATA?
- CRM SYSTEM- CUSTOMER SUPPORT EMAILS
- SUPPORT FORUM- KNOWLEDGE BASE (BY PV)
- RATINGS AND REVIEWS
@nxfxcom
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August 11–14, 2014 | #CZLSF | @ClickZLive
THANK YOUQUESTIONS? @NXFXCOM
@nxfxcom