Digital Marketing: Are you missing valuable insight by not using 100% of your customer interactions?

Blog post by guest blogger, E.G. Nadhan


“This call may be recorded for quality assurance purposes.” Call Centers do this on a random basis since it is not practical to review every single customer interaction over the phone (or is it?).  Fast forward to an organization like QVC—leading provider of selling goods online through TV. QVC is interested in taking advantage of 100% of the information available in real-time. Andrew Joiner from HP Autonomy General Manager explained that QVC indexes every phone call involving a purchase during the live TV broadcast with the live transcript being projected to the producer in the crow’s nest above the audience. The producer can monitor the real-time insight and take timely action like extending the segment for a hot item or zoom in on the bracelet that has sparked more interest across a cross-section of the viewer base.

I was not exactly watching the QVC channel at the time when I heard Andrew Joiner’s explanation. Instead, I attended the session: Understanding Big Data - Go Beyond Analytics with HP Autonomy at HP Discover where Joiner explained that applications around us that do not use 100% of the information available are underperforming.

Joiner’s observation made me wonder how feasible it would be to access the collective mindset of the nearly 10,000 attendees at the HP Discover conference. Call it perfect timing but when I came across the HP Discover Social Media Command Center right outside the Discover Zone, Martin Cuellar, Director, Product Marketing, HP Autonomy was  explaining that HP Explore, an out-of-the-box solution, listens for everything across social media and news channels that mentions key phrases (e.g. “HP Discover,” “Meg Whitman,” etc.).

He discussed how the data collected is processed across multiple phases:

1. Parameterization. Metadata is associated with the data collected (depending upon the source type).
2. Normalization. Data is represented in a common structure.
3. Enrichment. Data is enriched from various perspectives (e.g. regional language variations, green vs. red sentiment trends, male vs. female perspectives as well as geography). Content is parsed to educe the people, companies and places being discussed.
4. Conceptualization. The Concepts in the content—the gist of what people are saying—are derived based upon mathematical patterns of occurrences.
5. Clustering. Finally all the posts are Clustered (put into groups based on having similar Concepts) to show how the conversations break out.

Over 2.5 days, Cuellar explained this solution will have processed about 21,000 documents received in less than a minute of each document being detected.

The information displayed across the monitors represented the overall sentiment using green (positive), red (negative) and grey (neutral) colors driven by analysis of the data collected since midnight.

• Buzz. "Educed" concepts that are being discussed.
• Conversation Geography. Colored pin drops from where the post actually happened across the convention floor.
• Discover. Concepts in word cloud format. Sentiment based Conversation Trend.
• Influence. Sentiment about Las Vegas. Sentiment about HP Discover. Top Tweeters.
• Live Monitor. Shared smartphone pictures and relevant links scored and ranked for importance.
• Momentum. Total Volume. A count of the day vs. yesterday, represented by a blue-line chart to the right.
• Leaderboard. Targeted at the industry bloggers invited to the conference.

The HP Discover conference was certainly an environment where the Social Media Command Center repurposed 100% of the data available in real-time, presenting back valuable information with context on a dashboard of prevailing sentiment.

videoimage.JPGFor more information on how to take your multichannel data to the next level, contact us today. In addition, watch the video - Understanding Big Data - Go Beyond Analytics with HP Autonomy.


Team up with HP Technology Expert, E.G.Nadhan


Connect with Nadhan on: Twitter, Facebook, LinkedIn and Journey Blog.





Read more blog articles here:
Digital Marketing: Time for Finance to Invest in Optimization? Customer Experience Depends on it. by Jenny Ryan
Digital Marketing: HP Autonomy at the Sundance Film Festival 2014 - Part 1 by Martin Cuellar
Digital Marketing: HP Autonomy at the Sundance Film Festival 2014 - Part 2 by Martin Cuellar
The New Style of IT brings movies to a theater near you by Nadhan

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