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1. How We Did The Investigations The Case of the Retail Tweeters Brought to you by And Our Partners

3. Brizio Fashion Debate Between Giorgio (CEO) and Martina (CMO) ...Yes, it’s real! And I need some budget to prove that to you! Is Social Media real or a fad? And what does it mean to our company?

7. Brizio’s System Architecture CRM Corp LAN Teradata Production 4 Nodes 5600H Dev – 1 Node 5550H Test – 1 Node 5550H Reporting 24TB Sentiment Analytics Teradata Relationship Manager

8. Social Media Data Model Segment of Teradata’s Retail Data Model

9. Buzz-Based Marketing Experiments – Matt

13. Sample Tweets for New Product Introductions

14. Sentiment Scores from Attensity

15. Base Price Analysis: Week 4

16. Differential Pricing Analysis: Week 4

17. Matt’s Work after 8 Weeks Increased price created extra margin on Trentino Decreased price to clear the Abruzzo Cosmetic line

19. Viral Marketing Experiment “FashionFluencer Study” – CODY

21. Chi and Cody Studied Influencers Used Tableau to see “Twinfluencers” Some people have huge influence – the Tweeting Influencers

24. Cody Finds the “Queen” Fashionfluencer Who is this Mystery Woman who drives the Universe of Fashion? Hint: It’s not …

25. Sample Tweets on the Florentino Perfume of the Month Offer

26. Experiments Using Teradata Relationship Manager TARGET IS Past Purchasers Who Are High Value/Margin Who are on Social Media Who have Influence and Who caused Past Purchases in their Influence Group Communications Suppressions Create the Target Group for the Experiments Create an Email Campaign with a special deal for this Fashionfluencer group to try out the Florentino Perfume we are introducing, and forward their Opinions

28. How He Did It: Create A Fashionfluencer Segment

29. Create and Monitor Communications Relevant, Personalized Dialogues

30. Other Results from Cody – Geospatial Analysis Florentino Perfume – Locations of Top Influencers

38. iPad – Twitter Feeds for Brizio Twitter Feed monitoring of subjects “Trentino”, “Abruzzo”, etc.

39. CMO Takes the Results Back to the CEO Giorgio is happy With the Results – and he’s keeping the iPad for himself! But Martina doesn’t care because her intuitions were Right!

41. Summary The Case of the Retail Tweeters Brizio Fashion wanted to see if Social Media could make a difference in their sales and forecasting processes BSI explored 3 hypotheses : 1. Hot buzz – keep pricing high 2. Cold buzz – discontinue product early 3. Fashionfluencers – can drive sales All 3 hypotheses by BSI paid off! CASE CLOSED