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Driving Innovation through
    Semantic Analysis of
    Consumer Sentiment

    Ken Klapproth
    Vice President, Product Marketing
    Invention Machine




1
Being the “Generic”
            Category          Brand
           Artificial Turf   Astro Turf
               Cola            Coke
           Facial Tissue     Kleenex
            Flying Disk       Frisbee
               DVR             TiVo
            Pain Relief       Aspirin
            Photocopy         Xerox
         Plastic Laminate    Formica

Page 2
Challenges to Getting Feedback
     Great product offerings are customer focused
     Traditional feedback methods becoming less effective
       • Gathering data is expensive (focus groups)
       • Participation is limited
       • Lengthy getting to results
     Today people opine on the Internet
       • Forums, blogs, & social media
       • Statistically significant populations
       • Form/contribute almost instantly – thank mobile
     Challenge: Separating “wheat from chaff”
       • AKAIF, IMHO, OMG, ROFL, >:(, etc.
     Goldfire’s novel approach: Semantically extract meaning


Page 3
The Goldfire Approach
     Identify sources
       • Content rich in opinion/sentiment
       • Any traditional Goldfire internal/external content
       • Social media: Facebook, Twitter, RSS feeds
     Create KB for feeds
     Consumer Sentiment Lenses
       • Already defined in Goldfire
       • Likes, Dislikes, Wishes, Deficiencies, Failures, etc.
     Research in Goldfire as usual




Page 4
‘Stream’ Sources – New in Goldfire 7.0
          Traditional KB            Feed KB
           Identify Data Store   Identify Data Store


                                  Collect Stream
           Index Documents
                                 Index Documents


                Update                Update



                Goldfire              Goldfire
                  KB                    KB


Page 5
Administering Source Connectivity




Page 6
CONSUMER SENTIMENT
         OVERVIEW




Page 7
Consumer Sentiment – Market Analysis Overview




Page 8
Consumer Sentiment – Market Analysis Overview




Page 9
Consumer Sentiment – Top Sentiments




Page 10
To access the full
presentation and webinar
replay, please click here:
http://InventionMachine.com/webinar-
semantic-analysis-consumer-sentiment/

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Driving Innovation through Semantic Analysis of Consumer Sentiment

  • 1. Driving Innovation through Semantic Analysis of Consumer Sentiment Ken Klapproth Vice President, Product Marketing Invention Machine 1
  • 2. Being the “Generic” Category Brand Artificial Turf Astro Turf Cola Coke Facial Tissue Kleenex Flying Disk Frisbee DVR TiVo Pain Relief Aspirin Photocopy Xerox Plastic Laminate Formica Page 2
  • 3. Challenges to Getting Feedback  Great product offerings are customer focused  Traditional feedback methods becoming less effective • Gathering data is expensive (focus groups) • Participation is limited • Lengthy getting to results  Today people opine on the Internet • Forums, blogs, & social media • Statistically significant populations • Form/contribute almost instantly – thank mobile  Challenge: Separating “wheat from chaff” • AKAIF, IMHO, OMG, ROFL, >:(, etc.  Goldfire’s novel approach: Semantically extract meaning Page 3
  • 4. The Goldfire Approach  Identify sources • Content rich in opinion/sentiment • Any traditional Goldfire internal/external content • Social media: Facebook, Twitter, RSS feeds  Create KB for feeds  Consumer Sentiment Lenses • Already defined in Goldfire • Likes, Dislikes, Wishes, Deficiencies, Failures, etc.  Research in Goldfire as usual Page 4
  • 5. ‘Stream’ Sources – New in Goldfire 7.0 Traditional KB Feed KB Identify Data Store Identify Data Store Collect Stream Index Documents Index Documents Update Update Goldfire Goldfire KB KB Page 5
  • 7. CONSUMER SENTIMENT OVERVIEW Page 7
  • 8. Consumer Sentiment – Market Analysis Overview Page 8
  • 9. Consumer Sentiment – Market Analysis Overview Page 9
  • 10. Consumer Sentiment – Top Sentiments Page 10
  • 11. To access the full presentation and webinar replay, please click here: http://InventionMachine.com/webinar- semantic-analysis-consumer-sentiment/