conversation to insight: social media research, text analytics and beyond

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Conversation to Insight: Social Media Research, Text Analytics and Beyond

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Focalytic analyzes unstructured text conversation in many different forms. The presentation focuses on different types of contextual measurement, helps readers understand the scope of analysis, and identifies areas where Focalytic can assist companies in making business decisions.

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Page 1: Conversation to Insight: Social Media Research, Text Analytics and Beyond

Conversation to Insight: Social Media Research, Text Analytics and Beyond

Page 2: Conversation to Insight: Social Media Research, Text Analytics and Beyond

800-678-3748 www.Focalytic.com [email protected] © 2012 Discovery Research Group. All rights reserved. 

HISTORY

• Subsidiary of Discovery Research Group under the MVL Group umbrella (Honomichl Top-50 US Market Research Companies)

• 25+ Years of experience in Text Analysis, Market Research, Social Policy, and Political Polling

• Focalytic has been operating as a separate product offering for two years

• Proprietary Platforms

• One of the few platform/providers in this arena that started with experience in market research and applied it to the industry rather than software providers force-fitting the industry to their platform

Page 3: Conversation to Insight: Social Media Research, Text Analytics and Beyond

800-678-3748 www.Focalytic.com [email protected] © 2012 Discovery Research Group. All rights reserved. 

OUR BASIC APPROACH

• Words are Defined by the Neighbors they Keep.

• Conversation Analysis Company. We evaluate unstructured text in its many forms. If you have text we can analyze it.

• Multiple content streams

• Alignments & Mis-Alignments

• Market Disruptors

• Contextual Analysis

Page 4: Conversation to Insight: Social Media Research, Text Analytics and Beyond

800-678-3748 www.Focalytic.com [email protected] © 2012 Discovery Research Group. All rights reserved. 

OUR BASIC APPROACH

• Proprietary platform allows us to gather content from “most” areas on the web– Traditional Search– Review Sites– Social Media (Twitter, Facebook,

etc.)– Industry Related Sites

• Also analyze transcripts, open-ended responses, focus groups, any type of “conversation.”

• Analyze the data using sophisticated proprietary text analytic techniques that go beyond “standard sentiment”

• Report on findings or combine data sources into business intelligence, research, and online content dashboards

Page 5: Conversation to Insight: Social Media Research, Text Analytics and Beyond

800-678-3748 www.Focalytic.com [email protected] © 2012 Discovery Research Group. All rights reserved. 

OUR BASIC ASSUMPTIONS

• Content should be understood in the context of something else.

• Context needs a baseline of information to evaluate from “before & after”; “brand or company & competitor”; “internal view vs. external organizational view”; etc.

• Contextual Metrics and Analytics go beyond sentiment and measure alignment and disruption in the market place. Do you “measure up” where you should, and do you “disrupt” where you want to differentiate?

Page 6: Conversation to Insight: Social Media Research, Text Analytics and Beyond

800-678-3748 www.Focalytic.com [email protected] © 2012 Discovery Research Group. All rights reserved. 

COMPETITIVE INTELLIGENCE

• Competitive Intelligence is using the external business environment to gather information about products and services, analyzing the information, converting it into intelligence and then using it to make informed business decisions.

• Focalytic will gather competitive information about how your competition or industry stacks up with your current offering and identify the new products or services about to launch in your industry

• We will identify SWOT elements (Strengths, Weaknesses, Opportunities, Threats)

• Focalytic uses publically available online information to answer competitive intelligence questions in ethical ways.

Page 7: Conversation to Insight: Social Media Research, Text Analytics and Beyond

800-678-3748 www.Focalytic.com [email protected] © 2012 Discovery Research Group. All rights reserved. 

DATA VISUALIZATION

• Data visualization refers to technology that allows users to “see” data in graphical ways that allow them to better understand information in a business context

• Visualization tools go beyond standard charts and graphs to displaying data in sophisticated ways like dials and gauges, geographic maps, time-series charts, statistical representations, etc.

• Patterns and relationships that may be difficult to connect in text-based data can be exposed and recognized more easily using data visualization techniques

• Focalytic builds customized data visualizations so the information includes what is interesting to you and helps drive decisions in your business

Example Data Dashboard:https://researchdashboard.com/autodealers/

Page 8: Conversation to Insight: Social Media Research, Text Analytics and Beyond

800-678-3748 www.Focalytic.com [email protected] © 2012 Discovery Research Group. All rights reserved. 

INDUSTRY ANALYSIS

• Industry Analysis is designed to provide businesses with an idea of the complexity of a particular industry and where they are positioned within the industry.

• Focalytic’s analysis reviews the economic, strategic, and market points that drive the industries development.

• We will help you understand the major competitors in the space, the consumer view of the business and its competitors, and the areas where new products and services may develop.

• Focalytic uses online content to drive its industry analysis. Online content is gathered and analyzed for a better understanding of a business and its alignment and disruption in the industry. Example Industry Analysis:

http://www.focalytic.com/What-We-Do/industry-analysis

Page 9: Conversation to Insight: Social Media Research, Text Analytics and Beyond

800-678-3748 www.Focalytic.com [email protected] © 2012 Discovery Research Group. All rights reserved. 

FOCUS GROUP ANALYSIS

• A Focus Group is a research technique where a group of people are brought together in a guided, but interactive setting, and are encouraged to talk amongst each other regarding their opinions, beliefs, and attitudes toward a product, service, concept, advertisement, etc.

• Focus groups provide a significant amount of unstructured text that is difficult to rigorously analyze. Focalytic analyzes the unstructured text content of these groups in ways that can be used to make solid conclusions for your business.

• Focalytic will get to the bottom of the focus group discussion in a way that “standard” focus group reporting does not by delivering on content driven analysis rather than notes and general impressions.

Page 10: Conversation to Insight: Social Media Research, Text Analytics and Beyond

800-678-3748 www.Focalytic.com [email protected] © 2012 Discovery Research Group. All rights reserved. 

SOCIAL MEDIA LISTENING

• Social media listening is the active monitoring of social media outlets with the goal of gathering information about your product, business or service.

• Social media listening is typically associated with engaging customers as their online opinion is voiced.

• Focalytic creates customized listening platforms that will allow you to engage with your customer base without being pinned to the limitations of current listening platforms.

• Focalytic provides more than listening, but allows you to engage, understand, and quickly react to your customer needs using methods that make sense to you.

Social Media Content Estimator:http://www.focalytic.com/What-We-Do/social-media-research/social-media-estimate

Page 11: Conversation to Insight: Social Media Research, Text Analytics and Beyond

800-678-3748 www.Focalytic.com [email protected] © 2012 Discovery Research Group. All rights reserved. 

SOCIAL MEDIA RESEARCH

• Social Media Research is applying market research techniques and scientific principles to social media data with the goal of understanding customers, providing customer insights, and reliably predicting behavior.

• Focalytic builds custom social media research programs. These programs address specific research needs and use social media as the data source for answering research based business questions.

• Focalytic goes beyond the sentiment based analytics provided by “canned” research platforms, using advanced statistical techniques, contextual analytics, and proprietary linguistic and statistical models to answer your business questions.

• Focalytic can be used in conjunction with traditional research techniques.

Social Media Content Estimator:http://www.focalytic.com/What-We-Do/social-media-research/social-media-estimate

Page 12: Conversation to Insight: Social Media Research, Text Analytics and Beyond

800-678-3748 www.Focalytic.com [email protected] © 2012 Discovery Research Group. All rights reserved. 

POLITICAL ANALYSIS

• Focalytic specializes in content analysis and the ability to provide insight into political speeches, debates, and political oriented conversation.  

• Focalytic provides contextual analysis on candidates in a political race, their similarities, differences, their meaning and message, along with the voters view of the candidate.

• Focalytic’s analysis allows the candidate to understand if they are significantly different from their competitor and helps them to understand if voters understand and retain their message.

• Focalytic provides detailed analysis of the make-up of the political landscape both online and via other media sources.  If the conversation is accessible, we can analyze it.

Example Political Analysis:http://www.focalytic.com/What-We-Do/political-analysis-posts

Page 13: Conversation to Insight: Social Media Research, Text Analytics and Beyond

800-678-3748 www.Focalytic.com [email protected] © 2012 Discovery Research Group. All rights reserved. 

TEXT ANALYSIS & MINING

• Text analysis is the process of turning unstructured text into something that can be analyzed statistically and used to predict and drive business decisions and insights.  

• Text analysis is often associated with "Big Data" sets as the analytic process is run on thousands, even hundreds of thousands, of pieces of conversation.

• For Focalytic, it all comes down to analyzing text. If we have a conversation, a debate, online content, open-ended responses, focus groups, media, a speech, feedback from employees, advertising, etc. we can analyze it.

• We are text analysis experts who have applied the principles of this analysis to market research and business insights. We uncover the hidden gems of wisdom and insight in your conversation to drive your business decisions.

Page 14: Conversation to Insight: Social Media Research, Text Analytics and Beyond

800-678-3748 www.Focalytic.com [email protected] © 2012 Discovery Research Group. All rights reserved. 

OUR COMPETITIVE DIFFERENCE

• Market Research best practice is a part of our history and drives everything we do at Focalytic. This is a core value difference compared to the many online content delivery platforms who are “new to the industry”.

• Focalytic has developed proprietary analytics and research techniques that go beyond the sentiment analysis provided by “canned platforms” to answer your research questions using existing online, Social Media, and unstructured text content sources.

• We are flexible in our techniques, our platform, and our ability to gather and evaluate content, and deliver insights and answers in ways that are customized to your unique needs.

• We use both traditional reporting vehicles, reports, presentations, etc. and business intelligence methods, big data, online dashboards and databases, to answer your business questions.

Page 15: Conversation to Insight: Social Media Research, Text Analytics and Beyond

800-678-3748 www.Focalytic.com [email protected] © 2012 Discovery Research Group. All rights reserved. 

CONCLUSIONS

• Focalytic offers customized solutions at or below the cost of “canned” packages.

• Focalytic will understand your industry, products, and services to better address your needs and deliver on relevant content.

• Focalytic understands “unstructured text” and what to do with it.

• Focalytic will provide insights that matter. Insights that go beyond “So What Now?” to “Lets Get Started!”

Page 16: Conversation to Insight: Social Media Research, Text Analytics and Beyond

Presented by:Focalytic Strategic Development

6975 Union Park Center, Ste. 450Midvale, UT 84047

[email protected]