sas slides finale (2)
TRANSCRIPT
SMU-SAS Competition
Optimizing the Go-to-Market Strategy in a competitive market space.
Ranon Sim Vincent Tatan Smeet Malvania
TriSAS
What specs dominate sentiment?
Who are our target reviewers?
When to release the product?
Release Strategy
PythonSAS
Enterprise Miner
SAS Enterprise
GuideSAS Visual Analytics SAS JMP Pro
TOOLS USED
1 2 3
Release Strategy
What Who When
DATA PREPARATIONExploratory
Data Analysis
(Data Manipulatio
n and Cleaning)
Sentiment Analysis
(Using TextBlob)
Stratified Sampling
Topic Extraction
Python SAS EM/TM SAS EM/TM(Phone vs Tablet)
Transform Data for Research Questions
Dominant Topic ExtractionPrincipal Component
AnalysisSAS VA Dashboard to drill
down
Release Strategy
What Who When
Review text
Topics about specs
Dissatisfaction Satisfaction
1. What device specifications should be present in my next product offering?
a. What are the specs that lead to satisfaction and dissatisfaction?
b. What specifications exist in particular product models that are more/less popular?
c. Are there any trends in the release of specifications?(predictive)
Companies
Models, Actual Specs and Trends
FilteringDominant topics: → Hand picked, Specs relateddevice_release_year → 2009-2014 (2015 is stopped halfway)
Grouping Product Type: Phone and Tablet
SelectionPolarity: Dissatisfied, Neutral, Satisfied, Very Satisfied
Release Strategy
What Who When
Sentiments Phone Tablets Models, Specs and Comparison
Dissatisfaction
TOPICS
1.+screen,+touch,+work,+touch screen,+big
2.+camera,+front,mp,+quality,+front camera
3.battery,+life,battery life,+backup,+battery backup
1.+screen,+touch,+work,+touch screen,+big
2.+battery,+charge,+day,+hour,+last
3.+battery,+charge,+day,+hour,+last
BRAND
1. Micromax2. LG3. Lenovo
1. Lenovo2. Samsung3. Apple
Satisfaction
TOPICS
4.+camera,front,mp,+quality,+front camera
5.+memory,+card,internal,+gb,apps
6.battery,+life,battery life,+backup,+battery backup
4.+battery,+charge,+day,+hour,+last
5.+screen,+touch,+work,+touch screen,+big
6.battery,+life,battery life,+backup,+battery backup
BRAND
1. LG2. Micromax3. Huawei
1. Lenovo2. Samsung3. Apple
Mixed Reviews
Screens, Camera, and Battery are the most relevant specifications to focus on for the next product
release
Release Strategy
What Who When
Brands
Reviewers
Subjectivity / Posted Time
2. Who are the most suitable reviewers to employ as part of my test/marketing strategy?
a. Which brands’ reviewers am I interested in?b. Which reviewers are objective in their assessment? What’s their occurrence pattern like? c. What are the specific brands a particular reviewer has reviewed and what are the models he/she has reviewed? d. What can be deduced from the nature of the reviews? (is there a skewed sentiment/polarity; are the actual reviews informative?)
e. How does the polarity of each brand reviewed vary over the specified posted time period?
Polarity over time (Grouped by Brand
Name)
Choice of Reviewer
FilteringSubjectivity
(Informational)Grouping
Brand NameSelection
Polarity, Brand Name, Subjectivity, Posted Time
Polarity
HierarchyUser Name -> Brand
Name ->Model Name
CategoriesBody, Model (list table) ,
Polarity, Username, Posted Name
Release Strategy
What Who When
Subjectivity Level Satisfaction Level Time Period0-0.5 All Ranges 01-Jan-2010 – 31 Jul 2015
Invite them for focus group discussions
FINDINGS Tcool* Egyptian* Sam* Zyper25 Raj
Posting Frequency 109 80 69 62 49
Top Reviewed Brand / # Reviews
Huawei92
Lenovo 80
Microsoft17
Lenovo62
Microsoft17
No of models reviewed 5 1 12 1 15
Average Subjectivity 0.14687 0.15637 0.10723 0.18542 0.08192
ASSESSMENT
• They all appear to be relative informative given the average subjectivity. • We could engage these two to be part of a focus group discussion to test and feedback on products before their release. • These groups can include both positive and negative reviewers (as long as they show interest in the product
Release Strategy
What Who When
3. When is it best time to release a new device into a market?
a. What are the observable trends in sentiment levels for reviewers?
b. Is there a time when tablets are more popular than phones?c. Is there a time when big players dominate?
FilteringSubjectivity -> (Informational)
Near Release Date reviews → Range of
release date and review post date < 3
months (90 days)Grouping
Polarity (pie chart) Categories
body, model (list table) Posted time (line chart)
Release Date (line chart
SelectionPolarity : Dissatisfied,
Neutral, Satisfied, Very Satisfied (pie chart
selection) Brand_Name (text input)
Subjectivity (slider)Posted_Time (of review)
(slider)Hierarchy
month --> Product Type ->Brand Name → Model
Name
Distribution of Review Satisfaction
Validate with Cyclical Model releases
Drill down to product review distribution
Companies which champion release times
Release Strategy
What Who When
November is a good time for Apple releases
May and November are the best times for release
Tablets are more popular during May and November by a ratio of 3:2
Lenovo, Samsung and Huawei do well in May, whereas
Apple dominates in November
Release Strategy
What Who When
By answering the What, When, and Who questions, we can gain powerful insights that grant us a competitive
edge in our next release.Mixed Reviews for Samsung, Lenovo and Apple (Phones
and Tablets)
Cameras are the cause for satisfaction/dissatisfaction
among phone users
Battery is the cause for satisfaction/dissatisfaction
among tablet users
Best times to release is in May and November
Tablets are more popular during May and November by
a ratio of 3:2
Lenovo, Samsung and Huawei do well in May,
whereas Apple dominates in November
Users such as Tcool and Egyptian’s engagement can be traced to single brands
Top reviewers inspire objective assessment
Brand polarity over time fluctuates for top users
Thank you for your time!