Benjamin Spiegel's presentation on using linguistic analysis to break through the noise. Presented in August at ClickZ Live San Francisco - Questions? @nxfxcom

1. August 11–14, 2014
#CZLSF | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
The Language of Discovery
Using linguistic analysis to break through the noise
Benjamin Spiegel
Managing Director, Strategy
@nxfxcom / @GroupMWorldWide

2. August 11–14, 2014 | #CZLSF | @ClickZLive
THINGS USED TO BE SIMPLE

3. August 11–14, 2014 | #CZLSF | @ClickZLive

4. August 11–14, 2014 | #CZLSF | @ClickZLive
THINGS HAVE EVOLVED

5. August 11–14, 2014 | #CZLSF | @ClickZLive

6. August 11–14, 2014 | #CZLSF | @ClickZLive
DEVICES HAVE EVOLVED

7. August 11–14, 2014 | #CZLSF | @ClickZLive

8. August 11–14, 2014 | #CZLSF | @ClickZLive
DIGITAL WAS SIMPLE TOO

9. August 11–14, 2014 | #CZLSF | @ClickZLive

10. August 11–14, 2014 | #CZLSF | @ClickZLive

11. August 11–14, 2014 | #CZLSF | @ClickZLive
THINGS EVOLVED, AGAIN

12. August 11–14, 2014 | #CZLSF | @ClickZLive

13. August 11–14, 2014 | #CZLSF | @ClickZLive
I NEED CAR INSURANCE

14. August 11–14, 2014 | #CZLSF | @ClickZLive

15. August 11–14, 2014 | #CZLSF | @ClickZLive

16. August 11–14, 2014 | #CZLSF | @ClickZLive
GOOGLE EVOLUTION:
I NEED A TRUCK

17. August 11–14, 2014 | #CZLSF | @ClickZLive

18. August 11–14, 2014 | #CZLSF | @ClickZLive

19. August 11–14, 2014 | #CZLSF | @ClickZLive

20. August 11–14, 2014 | #CZLSF | @ClickZLive

21. August 11–14, 2014 | #CZLSF | @ClickZLive

22. August 11–14, 2014 | #CZLSF | @ClickZLive

23. August 11–14, 2014 | #CZLSF | @ClickZLive

24. August 11–14, 2014 | #CZLSF | @ClickZLive
NNGROUP.COM/BOOKS/EYETRACKING-WEB-USABILITY/

25. August 11–14, 2014 | #CZLSF | @ClickZLive
MISSCONCEPTIONS

26. August 11–14, 2014 | #CZLSF | @ClickZLive
(I AM A HAPPY CONSUMER)

27. August 11–14, 2014 | #CZLSF | @ClickZLive
(I AM A HAPPY CONSUMER)

28. August 11–14, 2014 | #CZLSF | @ClickZLive
WWW.LUMAPARTNERS.COM/LUMASCAPES/

29. August 11–14, 2014 | #CZLSF | @ClickZLive

30. August 11–14, 2014 | #CZLSF | @ClickZLive

31. August 11–14, 2014 | #CZLSF | @ClickZLive
LOTS OF NOISE

32. August 11–14, 2014 | #CZLSF | @ClickZLive
FIGHTING FOR THE CONSUMERS ATTENTION

33. August 11–14, 2014 | #CZLSF | @ClickZLive

34. August 11–14, 2014 | #CZLSF | @ClickZLive

35. August 11–14, 2014 | #CZLSF | @ClickZLive
1. Who are our consumers
2. Where are our consumers
3. Are they ready to buy
Now we know things like
WHO – WHERE - WHEN

36. August 11–14, 2014 | #CZLSF | @ClickZLive
WE ARE MISSING THE MOST IMPORTANT
THING.

37. August 11–14, 2014 | #CZLSF | @ClickZLive
WHAT TO SAY!

38. August 11–14, 2014 | #CZLSF | @ClickZLive
OUR ADVANTAGE
(OVER TRADITIONAL)

39. August 11–14, 2014 | #CZLSF | @ClickZLive

40. August 11–14, 2014 | #CZLSF | @ClickZLive
UNIQUE CONSUMER EXPERIENCES

41. August 11–14, 2014 | #CZLSF | @ClickZLive

42. August 11–14, 2014 | #CZLSF | @ClickZLive
WE HAVE THE LARGEST CONSUMER PANEL IN
THE WORLD

43. August 11–14, 2014 | #CZLSF | @ClickZLive
THE INTERNET
WHERE CONSUMERS LOVE TO TALK

44. August 11–14, 2014 | #CZLSF | @ClickZLive
REDEFINE CONSUMER
UNDERSTANDING

45. August 11–14, 2014 | #CZLSF | @ClickZLive
SOCIAL LISTENING
SEARCH DATA
PANELS
SURVEYS

46. August 11–14, 2014 | #CZLSF | @ClickZLive
READING…

47. August 11–14, 2014 | #CZLSF | @ClickZLive
…WHAT THEY THINK & SAY

48. August 11–14, 2014 | #CZLSF | @ClickZLive
NUMBERS
VS
WORDS

49. August 11–14, 2014 | #CZLSF | @ClickZLive
LANDING PAGE METRICS
/COUPONS 1,000 VISITS 17% BR
/FEATURES 3,000 VISITS 27% BR

50. August 11–14, 2014 | #CZLSF | @ClickZLive
WOULDN’T YOU RATHER HAVE

51. August 11–14, 2014 | #CZLSF | @ClickZLive
“I like the smell”
“very efficient”
“great price”

52. August 11–14, 2014 | #CZLSF | @ClickZLive
USING LINGUISTICAL ANALYSIS TO
BETTER CONNECT WITH OUR
CONSUMERS

53. August 11–14, 2014 | #CZLSF | @ClickZLive
WHERE TO START
(2 EXAMPLES)

54. August 11–14, 2014 | #CZLSF | @ClickZLive
#1
SOCIAL MEDIA

55. August 11–14, 2014 | #CZLSF | @ClickZLive
#CLZSF

56. August 11–14, 2014 | #CZLSF | @ClickZLive
#1 GET DATA
https://dev.twitter.com/docs/api/1.1/get/search/tweets

57. August 11–14, 2014 | #CZLSF | @ClickZLive
#2 PICK A TOOL
http://rapidminer.com/products/rapidminer-studio/

58. August 11–14, 2014 | #CZLSF | @ClickZLive
#3 BUILD A FLOW
Its easier then it looks

59. August 11–14, 2014 | #CZLSF | @ClickZLive
SAMPLE FLOW

60. August 11–14, 2014 | #CZLSF | @ClickZLive

61. August 11–14, 2014 | #CZLSF | @ClickZLive
POS FILTER
PATTERN OF SPEECH

62. August 11–14, 2014 | #CZLSF | @ClickZLive

63. August 11–14, 2014 | #CZLSF | @ClickZLive
POS?
WHAT ARE PATTERNS OF SPEECH

64. August 11–14, 2014 | #CZLSF | @ClickZLive

65. August 11–14, 2014 | #CZLSF | @ClickZLive
AMAZING RESULTS
IN TEXT BASED ADS

66. August 11–14, 2014 | #CZLSF | @ClickZLive

67. August 11–14, 2014 | #CZLSF | @ClickZLive
#2
COMPETITIVE INSIGHTS

68. August 11–14, 2014 | #CZLSF | @ClickZLive

69. August 11–14, 2014 | #CZLSF | @ClickZLive

70. August 11–14, 2014 | #CZLSF | @ClickZLive
https://snap.stanford.edu/data/web-amazon.html

71. August 11–14, 2014 | #CZLSF | @ClickZLive
pyOut = {}
for str in kIn['Col0']:
tokens = str.split(':', 1)
if len(tokens):
if tokens[0] in pyOut:
column = pyOut[tokens[0]]
else:
column = []
column.append(tokens[1].strip())
pyOut.update({tokens[0] : column})

72. August 11–14, 2014 | #CZLSF | @ClickZLive

73. August 11–14, 2014 | #CZLSF | @ClickZLive
COMPETITOR ATTRIBUTES

74. August 11–14, 2014 | #CZLSF | @ClickZLive
NEGATIVE ATTRIBUTES

75. August 11–14, 2014 | #CZLSF | @ClickZLive
LEARNERS / PREDICTORS
1. Keyword tagging by intend
2. Engagement by condition
3. Most Likely outcomes
4. Ranking Factors
Machine learning

76. August 11–14, 2014 | #CZLSF | @ClickZLive
CURRENT PROJECT

77. August 11–14, 2014 | #CZLSF | @ClickZLive

78. August 11–14, 2014 | #CZLSF | @ClickZLive

79. August 11–14, 2014 | #CZLSF | @ClickZLive

80. August 11–14, 2014 | #CZLSF | @ClickZLive
*NON BRANDED, EQUAL EQUITY ETC. VERY OBJECTIONABLE

81. August 11–14, 2014 | #CZLSF | @ClickZLive
WHERE SHOULD YOU LOOK FOR YOUR
DATA?
- CRM SYSTEM
- CUSTOMER SUPPORT EMAILS
- SUPPORT FORUM
- KNOWLEDGE BASE (BY PV)
- RATINGS AND REVIEWS

82. August 11–14, 2014 | #CZLSF | @ClickZLive
THANK YOU
QUESTIONS? @NXFXCOM