Sentiment analysis taxonomy_apr-12-2011

Sentiment Analysis and Taxonomy
Managing the Ecosystem of Marketing
Communications

April 12th, 2011

Earley & Associates, Inc. | Classification: PUBLIC USE
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.

Earley & Associates Highlights
Founded 1994

Focus Areas Holistic approach to specific
business contexts and goals for:
• Retail
• Manufacturing
• Pharmaceuticals & Life Sciences
• Public Sector
• Media & Entertainment

Personnel Core team of 35 consultants

Locations Stow, MA headquarters, consultants
in US, UK & Canada, global projects

Services • Taxonomy & Information Architecture
• Search Strategy for Enterprise & Web
• ECM, DAM & Information Lifecycle
• Program Management & Governance

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Seth Earley, CEO, Earley & Associates

• Co-author of Practical Knowledge Management from IBM Press
• 17 years experience building content and knowledge
management systems, 20+ years experience in technology
• Former Co-Chair, Academy of Motion Picture Arts and Sciences,
Science and Technology Council Metadata Project Committee
• Founder of the Boston Knowledge Management Forum
• Former adjunct professor at Northeastern University
• Guest speaker for US Strategic Command briefing on knowledge networks
• Currently working with enterprises to develop knowledge and digital asset
management systems, taxonomy and metadata governance strategies
• Founder of Taxonomy Community of Practice – host monthly conference
calls of case studies on taxonomy derivation and application.
http://finance.groups.yahoo.com/group/TaxoCoP
• Co-founder Search Community of Practice:
http://tech.groups.yahoo.com/group/SearchCoP

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Agenda

• Drivers for taxonomy in social media monitoring
• Taxonomy and sentiment analysis
• The content ecosystem
• Marketing and term proliferation
• Sentiment and global marketing

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Social Media Monitoring and Sentiment Analysis

Function Driver Role of eTaxonomy Benefit
Monitor Determine effectiveness of Essential to tailor sentiment Capturing the nature of
marketing and value of analysis to specific conversations, forms the
participation in social media terminology of your basis for engagement
through search metrics, blog organization strategy. Ability to react in
mentions, conversations on near real time to changes
social networks in marketplace
Engage Need to be active participant in Proper use of key Ability to impact
the conversation. Connecting terminology that will be conversations positively,
with customers through picked up by search head off problems that are
appropriate channels. Make engines, hash tags on developing in the
contribution based on insight social networks, manage marketplace, direct
captured through monitoring categories of interactions traditional messaging to
activities. for brands and products communicate with key
influencers
Measure Develop metrics program and Required for metrics Hard data on effectiveness
analytics. Feedback program. If developed of social media. Ability to
mechanisms to measure if correctly for monitor and direct effort to needed
activities and interventions are engage activities, will flow categories of content and
moving toward desired goals. through to metrics products

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Sentiment Analysis and Taxonomy
Sentiment analysis determines tone of communication
Taxonomy maps terminology relationships
Provides context for communication and mechanisms for managing content

Used in multiple ways:
 Understand the nature of a the discussion topic
 Domain keywords – product specific “Camcorder” terminology
 Terms and related terms - “battery”, “viewfinder”, “picture”
 Brands, products, services: “I love my Prius…
 Cars
 Prius
 Understand the nature of qualifiers through metadata attributes
(using “appraisal” taxonomies http://lingcog.iit.edu/doc/appraisal_sentiment.pdf)
 Happy = positive
 Very happy = increasingly positive
 Not very happy = negative
 Manage ecosystem of marketing content and communications
 Brand, Market, Audience, Media, Asset, Channel, Competitor

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Content Ecosystem Managed Through Taxonomy

Target
Channels Segments Demographics
Markets

Target
Psychographics Competitors Sources
Audience

Brand
Sentiment Media Types Asset Types
Content

Approval
Packaging Distribution
Activity

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Marketing, taxonomies and term proliferation

Lumping versus Splitting
• Classification approaches can be described by splitting them into smaller
subdivisions or by lumping them together into broader categories
• Splitters look for smaller differences in groups and try to leverage them
 For example:
 Brand proliferation
 Market differentiation
 Product specialization
• Marketers who split categories believe customers want a new variation in
the product line and may adopt marketing message and channel if there
are significant differences in the demographics or behavior of the
customer
• Lumpers look at what category members have in common
 Sentiment analysis tools tend to lump categories together to understand tone
• Divergent approaches lead to different perspectives on campaigns and
marketing approaches
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Embedded Taxonomy and Global Marketing

• Marketing Imperatives
 Reach customers through increasingly fragmented media
 Take advantage of synergies of multi channel communications
 Measure and track effectiveness of campaigns and channels
 Determine optimal spend mix
 Reduce costs of marketing content (low cost sourcing)
 Increase collaboration with media partners
 Cross promote with other vehicles and properties
 Reduce asset development costs by reusing components
 Reduce time to market
 Maintain market coverage and market presence
 Make intelligent decisions about resource allocation and strategic
intent

• Are marketing efforts (and sentiment) making people act?

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Sentiment analysis and taxonomy

• Sentiment analysis tools solve the problem of understanding content
emotion but do not understand relationships between or within domains

• For example, the statement “I love my BMW! It’s such a comfortable car
so I’ll certainly check out the new 5 series next week”

 Can be categorized to be about “cars” = It‟s about „CARS‟

• Sentiment analysis understands that this statement is about:

Strong like of Positive towards INTENT to view „new TIMESCALE =
BMW „Comfort‟ 5 series‟ „next week‟

Example Courtesy of OpenAmplify

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Sentiment analysis and taxonomy (2)

• Taxonomy is required to understand the relationships between things that are not in
the realm of sentiment.

• For example: “How are Democrats perceived in California?”

Taxonomy relationship : “is-a”
Democrat
Obama
Nancy Pelosi
Brown

Sentiment

Example Courtesy of OpenAmplify
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Market interaction

• How do you interact with a customer?
 Educate
 Engage Forward thinking organizations are
 Listen to facilitating these interactions with
 Track social media monitoring and
 Segment sentiment analysis - orchestrating
 Group and coordinating communications
 Define through marketing resource
 Serve management (MRM) applications
 Manage
 Retain
 Measure
Taxonomy is the glue that ties channels
and communications together

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For copy of slides give me a
card or send a note to:
sharon@earley.com
Subject: Sentiment

Past Insight Series on Global Marketing and eTaxonomy:

http://www.earley.com/webinars/insights/global_marketing

Seth Earley
Earley & Associates, Inc
781-820-8080
seth@earley.com
www.earley.com

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Supplemental Slides

Earley & Associates, Inc. | Classification: PUBLIC USE

Gartner‟s Marketing Resource Management Functions*

Function* Driver** Role of e- Benefit **
taxonomy**
Plan and budget for Fragmented channels, Need consistent Allocation of resources
marketing activities and incompatible metrics terminology to measure to most effective
programs and compare activities channels and campaigns
Create and develop Increased process Asset reuse, low cost Direct measurable cost
marketing programs and efficiency required due sourcing, Digital Asset savings due to reduced
content reduced/ constrained $$ Management rework
Collect and manage Distributed subject Foundation for content Better decision making
content and knowledge matter expertise, and knowledge faster decisions,
customer insights management processes improved messaging
Fulfill and distribute Speed to market, Consistency of Faster time to value,
marketing content and multi/cross channel campaigns across consistent roll-up,
collateral marketing media, ability to accuracy of reporting,
measure reduction in costs
Measure, analyze and Increasingly fragmented Essential to sentiment Improved marketing
optimize marketing marketplace, rise of analysis, fine tuning of reach, elimination of less
performance social media campaigns effective approaches,
messaging, channels

*Source: www.gartner.com/it/content/1335300/1335319/may_19_top_marketing_processes_kcollins.pdf
**Source: Earley & Associates, Inc.
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Taxonomy challenges

For MRM
• Understand business drivers and imperatives
• Develop use cases and user scenarios
• Document asset reuse and workflow improvement opportunities
• Test usability of categories, tagging and classifications

For Social Media
• Monitor conversations by understanding terminology that customers are using
• Build taxonomies and synonym lists
• Leverage sentiment analysis tools in the context of specific products and offerings
• Develop SEO program harmonized with taxonomy

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Growth in Social Media

• According to research by Forrester social media expenditures growing by 34%
between 2008 and 2014
Source: http://www.marketingpilgrim.com/2009/04/forrester-social-media-growth.html

• 25% of search results for world’s top 20 brands are links to user generated content
• 34% of bloggers post opinions about products and brands
• 78% of consumers trust peer recommendations 14% of people trust commercials
• More than half of the world’s population is under 30.
• 96% of millennials (born 1980 and on) are on a social network
• Facebook tops Google for weekly U.S. Internet traffic.
• Ashton Kutcher and Britney Spears have more Twitter followers than the
populations of Sweden, Israel, Switzerland, Ireland, Norway and Panama.
• 50% of mobile Internet traffic in the UK is on Facebook.
• Amazon sold more electronic books for the Kindle than physical books on
Christmas.
• If you were paid $1 for each posted Wikipedia article, you’d make $1,712.32 per
hour.
Source: http://mashable.com/2010/05/07/social-media-stats-video/

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Role of taxonomy

• OK, so create a taxonomy for all of these purposes

• Wait a minute, not so easy

• Different systems grow up over time

• No view toward integration

• Inherently different processes – comparing apples to baseball bats

• Difficulty understanding context for terms
Let’s explore an
• Ambiguity of language example set of
terms harvested
• Varying levels of granularity
from multiple
systems

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Challenges of marketing classifications

• Promotion type • Asset type
 TV Commercial  Image
Problems with
 Web site  Photo Ambiguity
 Seminar  Illustration
 Conference Polyhierarchy
 Email
 Convention
• Event Labeling
 Email
 Speaking Structure
• Campaign type  Training
 Newsletter  Luncheon
 Direct mail  Seminar
 Email • Target audience
 Sponsorship
 Sponsorship  Target role
 Venue
 Decision maker
• Sponsorship • Vehicle  Economic buyer
 Co promotion  Venue  C-level executive
 Conference  Event venue
 Newsletter • Event venue
• Audience  Luncheon
• Vehicle  Senior management  Conference
 Email  Economic buyers  Seminar
 Kiosk
 Face to face

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• Event Type • Campaign Type
 Webinar  Website Version 1 of an
 Conference  Display Advertising updated and
 Luncheon  Radio
 Training  Television normalized
• 
Audience Level

Direct Mail
Sponsorship
taxonomy
 Senior Management
 Executive  Event
 Practitioners • Asset Type
• Target Role  Email
 Decision Maker  Newsletter
 Influencer  Photo
 Economic Buyer  Graphic
 Radio Ad
 TV Ad
 Display Ad

Advantages: clear grouping principles, simple structure
Disadvantages: Lose some fidelity of terms, for example, is
conference about speaking or exhibiting? How do we
characterize a webinar campaign or email campaign?

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• Audience • Asset Type
 

C-level executive
Decision maker 
Email
Illustration
Version 2 of
 Economic buyer  Image taxonomy
 Senior management  Photo
 Target role • Event Type
• Campaign Type  Luncheon
 Co promotion  Seminar
 Conference  Speaking
 Convention  Sponsorship
 Direct mail  Training
 Email  Venue
 Face to face
 Kiosk
 Luncheon
 Newsletter
 Seminar
Some obvious problems: Venue is in more
 Sponsorship
 TV Commercial
than one place (facets are not orthogonal)
 Web site Venue and Venue – Event type not clearly
 Venue distinct
 Venue - Event Venue Campaign type lacks granularity

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• asset type • stakeholder
 image
 photo
 executive Version 3 of
 senior management
 illustration (drawing)  C-level executive taxonomy
 text
 email message
 business role topical facets
 economic buyers
 multimedia  decision maker
(done by a splitter)
 television commercial  sponsor
 web site  co-sponsor / co-promoter
• campaign approach
 direct mail
Advantage: nicely disambiguated, for example
 newsletter (print)
- distinction between email and print
 email
newsletters
 newsletter (electronic)
 event
May be overly granular. What purpose do
 seminar
distinctions serve? Too many single topic
 training / workshop
categories. Do we need to know that email is
 luncheon
text?
 conference / convention
 kiosk
Why “interpersonal/face to face”? Is there
 interpersonal / face to face
another kind?
 sponsorship
 copromotion
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• campaign • campaign environment (contd)
 campaign assets • real-space campaign environment
 art / illustration • conference / convention
 email message • conversation / interpersonal interaction
 gift / giveaway object • Kiosk
 • Luncheon

newsletter (online)
print materials • phone / voice Version 4 of
 Brochure • sponsorships taxonomy –
 direct mail materials • campaign personnel
 newsletter (print) • buyers
single facet
 photo • decision makers (done by a splitter)
 video (long) / webinar • lower-level executives
 video (short) / commercial • senior management
 campaign environment • sponsors / co-sponsors
 e-space campaign environment
 Demonstration
 social media
 Training
May be used for navigational structure but not
 website useful for classification
•
Question is what would we find at each level?
Are the categories clear and distinct enough?

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 preparation stage  implementation stage
 asset acquisition  campaign vehicle
Version 5 of


art
audio
 direct mail taxonomy –
 face-to-face contact
 photo  kiosk workflow
 text
 video
 phone perspective
 social media
 asset creation (done by a splitter)
 campaign event
 multimedia creation
 conference / convention
 art
 seminar
 photo shoot
 video shoot  training
 commercial shoot  management
 text authoring  purchase Appropriate for asset
 email message reuse, process
 Sponsorship
 newsletter management, metrics,
 direct mail  co-sponsorship
optimization
 website  executive involvement
 site design  senior management
 usability testing
 C-level executive
 target data collection
 decision making
 phone numbers
 email addresses
 mailing addresses

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 Promotion Type  Role
 TV Commercial  Buyer Version 6 of
 Newsletter 

Decision Maker taxonomy
Email  Influencer
 Direct Mail  Venue
 Banner Ad  Customer site
 Kiosk  Online Navigational structure?
 Sponsorships  In-house Question of intent.
 Social media  Off-site What content might be
 Website classified in this way?
 Purpose
 Asset Type Some functionality
 Invitation to join/register
 Photo
included.
 Press release
 Illustration  Product announcement
 Artwork  Survey
 Copy  Follow-up
 Video  Event type
 Audio
 Conference
 Audience  Training
 C-level Exec  Webinar
 VP  Seminar/Workshop
 Manager  Luncheon
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 Admin

5 New Rules of Marketing

1. Market segmentation varies by channel

2. Competitive research is now guerrilla intel

3. MarCom goes bite-sized

4. Collateral has the shelf-life of a fruit fly

5. Messaging is now dialoguing

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1 | Market Segmentation Varies By Channel

• We always had to pay attention to segments by eTaxonomy
geography, but now online and digital device
channels have proliferated as well
Facets:
• Channels
• B2C market segmentation is more fragmented
than ever, and B2B is not far behind • Target Markets

• New Rule: Market analysis and market • Segments
segmentation must recognize multi-dimensions
by Channel and Target Audience • Demographics

• Psychographics

• Target Audience

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2 | Competitive Research Is Now Guerrilla Intel

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2 | Competitive Research Is Now Guerrilla Intel

• Competitive Intelligence used to be as simple eTaxonomy
as watching press releases and industry
publications for announcements, but now
Facets:
competitors make their moves through social • Competitors
networking channels
• Target Audience
• Watching cyberspace, knowing who’s who, and
even pinpointing disinformation from • Channels
masqueraders is becoming essential
• Sources
• New Rule: Competitive intelligence and
counter-intelligence must recognize multi- • Sentiment
dimensions by Channel , Target Audience,
Sentiment and Source

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3 | Marketing Communications Goes Bite-sized

• The “bread and butter” of MarCom used to be eTaxonomy
testimonials, case studies, datasheets, print
articles and other lengthy methods of
Facets:
communicating brand and message, but now • Media Types
audiences have much shorter attention spans
and expect tweet-sized sound bites • Target Audience

• While traditional messaging won’t go away, • Channels
brand messages must now be “chunked” to fit
seamlessly across high-impact digital spots • Asset Types

• New Rule: MarCom planning and creative must • Brand Content
embrace dynamic content principles to create
consistent messaging across a mix of
mediums, both short burst and traditional

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4 | Collateral Has The Shelf-life Of A Fruit Fly

• Sales & Marketing collateral remained fresh for eTaxonomy
months in the days of print and static websites,
but now content can look stale in weeks just
Facets:
when budgets are at their tightest • Media Types

• The agility to mix, match and reuse valuable, • Asset Types
pre-approved and lower cost sources of digital
assets and dynamic content to produce fresh • Brand Content
collateral “on the fly” is becoming an imperative
• Approval Activity
• New Rule: Collecting, tagging and reusing
digital assets and content chunks drives fresh • Packaging
collateral at lower cost without sacrificing
quality – agility is advantage • Distribution

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5 | Messaging Is Now Dialoguing

• Brand messaging used to be all about a eTaxonomy
monologue where we stayed on message at all
costs, but the power shift of interactive social
Facets:
media has changed the game completely • Brand Content

• It’s no longer about controlling brand message, • Target Audience
it’s about interacting with customers and
influencing brand advocates to produce a • Channels
dialogue, not a feedback vacuum
• Sentiment
• New Rule: Dialogue about your brand requires
real time analysis of who you’re talking with,
how they feel, and which sound bites you can
use to your brand’s advantage

36

Questions/Discussion

Seth Earley
Earley & Associates, Inc
781-820-8080
seth@earley.com
www.earley.com

37

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