Attensity Blog

  • The Great Wimbledon Grunt Debate

    There you are enjoying your strawberries and cream in the Wimbledon sunshine, when suddenly out of nowhere, a “blood -curdling scream” comes resounding out of Centre Court.

    Is it a terrorist attack or even Cliff Richard offering to sing to the audience again? Then you remember Maria Sharapova and Serena Williams are playing each other.

    It never used to be like this, Virginia Wade never screamed, Martina Navratilova only used to shout at the Umpire; Chris Evert hit everyone off the court with just a knowing smile! So why has grunting become such a major part of women’s tennis? Not just a grunt, a full-throat, lung-bursting blast.

    Grunting Regulation

    Monica Seles is renowned as the first woman to make grunting famous — and fashionable, although not without considerable complaints. Seles was asked to not make her trademark noise when competing in the 1992 Wimbledon Championship. Subsequently, she ended up losing because she couldn’t adapt to the restriction.

    The WTA are attempting to resolve the excessive grunting” by monitoring the noise level. Umpires will be equipped with handheld devices — nicknamed the “grunt-o-meter” — to decide who’s over grunting. Acceptable noise levels will be decided upon along with a non-grunting programme to educate future tennis stars.

    The grunt-reducing plan is still not quite there yet. “There is more data to be gathered and more assessment to be done on the different audible levels,” WTA chief executive Stacey Allaster said last October. However, the current generation of female players, such as Sharapova who’s widely known as the loudest player on the court with shrieks that clock in at nearly 103 decibels along with the Williams sisters, won’t be affected by these new regulations.

    Grunters 1Men of course grunt but their sounds are lower, with women definitely louder and more abrasive. Billie Jean King, the feminist sports icon, has also criticized grunting on the court. However, since it can’t be proven that women just naturally “grunt higher,” the push to ban female tennis grunting can’t help but be viewed as sexist by feminist and women’s sports advocates alike.

    Sharapova has been accused of cheating before, using her ear-piercing to “distract” her opponents. But can she tone down her shrieking at the 2014 Wimbledon or will there be a new heir to the Grunting Throne?

    q1 The Great Wimbledon Grunt Debate

    We have used Attensity Q Social Listening to monitor what is being said across the Social Channels and to ascertain the publics perception of the Wimbledon Grunt Debate.

    The following chart shows the Sentiment Trend over Match Day, building to a peak through both the Sharapova game and also the latest member to the grunting brigade, Miss Schiavone.

    yesterday 2

    This next Bubble-gram identifies a cross section of sentiment and terms of interest expressed throughout the same period. Colour coding identifying the Sentiment expressed with the bubble size expanding or decreasing in “Real-Time” as the individual interest level change.

    bub 300x270 The Great Wimbledon Grunt Debate

    Here are just a few snapshots of the associated articles that are part of the ongoing Wimbledon Grunt debate.

    article 2

    Please do keep tuned as we continue to monitor what the Social Channels are saying about the thrills and spills of 2014 Wimbledon Championships

  • How Attensity Q Unleashes Customer and Industry Insights

    Consumers have more decisions to make and options to choose from today than ever before, thanks to the advent of the internet. This is the world we live in – our choices are plentiful and time is limited.

    In 1995, Jeff Bezos started Amazon when just 16 million people used the internet. But Bezos stumbled upon a startling statistic: the internet was growing at a rate of 2300 percent annually. A year later, the number was 36 million; a figure that would multiply at a furious rate. Today, more than 1.7 billion people, or almost one out of every four humans on the planet, are online.

    Bezos understood two things. One was the way the internet made it possible to banish geography, enabling anyone with an internet connection and a computer to browse a seemingly limitless universe of goods with a precision never previously known and then buy them directly from the comfort of their homes. The second was how the internet allowed merchants to gather vast amounts of personal information on individual customers.

    So, how do you, as a consumer-facing professional learn more about your customers and industry? Deep data analytics is how.

    Attensity Q™ provides a deeper picture of the content that helps brands reach ideal customers and move beyond only using high-level social media metrics to find user profiles. These types of metrics are immediately available on each of the different social channels. Other analytical tools offering these types of high level metrics are really only defining people as influencers based on a score rather than getting into the context of who the influencer is for a specific domain.

    Attensity Q provides real-time contextualized analysis and guides users to the right data.  Understand what products and brands these individuals are experts in along with the power to recognize the customer’s presence in social media.

    Here’s an example using Attensity Q to reach the ideal customers. Using Attensity Q’s intuitive topic creator with built-in natural language processing (NLP), it is easy for the business user to capture accurate and meaningful insights into the consumer’s goals for buying the product, the features and content that matters most to the customers, and any new channels that will help brands find customers.

    Social Profiling using Attensity Q: Surface How to Target Customers and Devise a Strategy

    Utilizing Attensity Q, clients have use-case specific analytics with advanced capabilities to provide answers to “Why”, “What” and “How” questions that are routinely asked by corporations. Surface “How” to target customers by asking a series of open-ended question. Then devise what tasks you can then turn into strategic imperatives using these insights?

    • Who is purchasing this and who is not purchasing it?
    • What is it about this person that is different from that person?
    • What relevant characteristics did people that buy all have in common?

    The results may look like this:

    Twitter Activity: Consumers re-tweet the same Superbowl Ad.

    Hyper-connected, global consumers have a higher probability to respond to direct, targeted engagement vs. a mass e-mail campaign. Build a campaign from the insights using brand and product-specific hashtags.

    Apply Attensity Q Geospatial Analysis – Show trends and sentiment by regional and global coverage. Identify global hotspots. Understand where your customers are, to better target your messages.

    They retweet articles from different online magazines

    Customers go to different sources to read about changing market trends that interests them.

    Attensity Q Trend Analysis – Look to the future and establish your brand’s vision by identifying industry trends to create innovative messaging to customers as opposed to always looking to the past to confirm problems you already knew about. Be seen as the leader in your industry.

    Lifestyle Habits: They eat at McDonalds.

    Lifestyle habits that people have in common guide Attensity Q users to similar consumer groups so they can find out more about them – are they short on time, do they like fast, friendly service, are they stressed out and looking for humorous messaging?

    Attensity Q Theme Tracker is used specifically to analyze new customer segments, individuals and groups. Surface hidden connections, like shared demographics or mutual purchasing drivers that characterize a new target audience, find common attributes that unite the most influential customers and advocates, and finding the common themes voiced by detractors.

    Age, Gender and Location: 27 years old living in San Francisco, and female.

    Look closer at the sentiment for these people. What are their perceptions of the brand?

    Apply Attensity Q’s topic-based analysis – Define the online conversation; finding the terms the customers use to discuss product categories. Curate the most interesting terms and build them out by personas. Build upon more conversions towards the brand. This can translate into sales and increased profitability.
    Here are the five important things to remember about Attensity Q:

     

    1. There’s an intuitive, easy query process.  It is a breeze to set up topic searches which includes Topic Creation with accessible NLP which automatically surfaces variations and exclusions and does not require the user to learn syntax or perform outside research.

     

    2. Attensity’s patented NLP drives context. Attensity’s real-time technology understands the dynamic nature of language, deeper relationships, particularly voice recognition (Intent).  Attensity provides standard and enterprise-level OOB lexicon and methods to customize for domain relevance to recognize phrases, companies, and common entities across domains.

     

    3. Discovery ability. Attensity Q has the ability to discover vertically-aligned themes and detect unknown trends. Attensity Q enables you to monitor for product usability-related themes and know about an increase in complaints as it is happening.

     

    4. Offers a deep dive into consumer thinking. Consider the sentence, “I bought a phone for my daughter.” Attensity can pick up on the relationship between two entities and the brand.

     

    5. Reduces spam. Attensity Q provides a high number of monthly articles, concurrent searches and effectively filters spam; enabling you to weed out the “noise” prevalent in social media.

     

     

  • Meet Attensity Q: Recognize deeper human relationships in your data

    Business Intelligence – seems to be the latest buzzword, isn’t it?  As marketers, we’re all using it – and we have been for a while – whether we realized it or not.  With the growth of cloud, mobile and social media, the way marketers have had to develop campaigns and find ROI has changed as well.  It’s faster and easier now to get near immediate results in data mining to revamp campaigns accordingly and focus them on specific market personas.

    It shouldn’t be a surprise to anyone that today, the mobile and social markets are emerging as the largest growth potential, in terms of dollars spent. (Is there anyone around who doesn’t have a mobile device?)  There is a lot of data out there to track and research. What should one do with it all?  And how can we make sense of it?

    Attensity Q is a new real-time streaming analytics solution made for the business professional. This easy-to-use solution provides users such as marketers with the ability to immediately discover trends and opportunities, proactively ask customers open-ended queries, and to help refine and redefine business decisions.

    Attensity Q guides users to the right data to inform business decisions, in real-time, while recognizing deeper relationships in the data. With so many analytical capabilities, business insights can be developed and presented quickly.  This helps qualify ROI for running campaigns.  And, the best thing is, you can pull data results any time.

    In a nutshell, Attensity Q makes life easier for the business user, when trying to develop and refine campaigns as well as gathering the results from the campaign. Check out how Attensity Q can drive your strategic business.

  • Moving Targets and Massive Volume: Brands Must Distill Intelligent Insights

    Attensity has been a leader in customer insights analytics for over 14 years.  Our task has been turned on its head in the past few years by social media. Our background has been analyzing surveys and call center interactions where engagement with your customer was confined to question and answer. Now, it’s a 24/7/365 firehose of customer experiences and opinions coming through social media.

    I hear from our prospective customers constantly, “we know there’s a wealth of insights in social media, but we don’t have the tools to identify the intelligence from the noise.”  That’s the problem. There’s so much volume of consumer opinion and behavior and the insights come out of left field; you can’t drink from the firehose and you can’t anticipate each new trend.

    It’s not a bad problem to have though. Brands are aching to invest in identifying these insights. The ability to collect, analyze, and act on that intelligence provides a critical advantage in connecting to your customers and making strategic data-driven decisions for your business.

    So what should you do?

    1. Invest in a tool that’s built on accuracy. Attensity Q builds on Attensity’s strength of sentiment detection and topic analysis without being overly technical. The great thing about it is that you can trust it. You won’t find yourself reading through all of the results to spot check for inaccuracies. Instead, you’ll be able to spend your time doing your job – which isn’t reading tweets, right? (I swear, that shouldn’t be your job.) You should be finding insights, gems, diamonds, and even, planning your marketing and customer experience strategy.

     

    2. Cut the Boolean! (If you have tons of time AND (you don’t have better things to do OR you like to torture yourself) then… maybe you like to create complicated Boolean queries. But we know you have better things to do, like trust and interpret your data. That’s why we replaced the typical black box syntactic query definition with a helpful, easy search interface. No more cultivating long lists of exclusions and inclusions. Attensity Q has built-in industry domain knowledge to facilitate easy access to the right social data.

     

    3. Understand your market. The best thing you can do as a strategic customer experience-driven professional is to understand your market. What do they like? What do they do in their free time? What are they asking for in your product? It is amazingly powerful to have consumer thoughts, behaviors, and opinions scrolling across your monitor in real time. You will become so familiar with your market that you can anticipate where they want you to go. It’s like being a market ninja!

     

     4. Be the social innovator and evangelist. Does your company understand the ways of social media? Attensity Q empowers social analysts to demonstrate the power of their role to numerous stakeholders around the company. Too many social media analytics tools lead to silos and islands of customer and market research. How awesome would it be to be able to answer, in real time, any question that you get, from any business unit, about any social topic? That’s what Attensity Q gets you – answers.

     

    Next Thursday, we are releasing Attensity Q for enterprise customer intelligence and marketing teams. We’ve focused on creating a joyful user experience in social media analytics. Attensity is very excited to release this powerful yet easy to use application.

    We heard the challenges:

    • How do I know what my customers are talking about?
    • Query building is difficult and you never know what you’re going to get!
    •  How do I stay informed on viral topics that may impact my business?
    • I don’t know how to tease out the right data to answer a question!

    With the massive volume and moving targets in social media today, brands will need a tool that distills intelligent insights. It’s not a nice to have tool, it’s a mission critical connection to consumers. And the brands that capitalize this will benefit from the direct relationships that they form.  An instantaneous pulse of the State of the Company is available at your fingertips. Today’s major brands can’t afford to go without this intelligence.

    Learn more: Download the Attensity Q DataSheet Here

     

     

  • Agile Marketers: Rethink Data-Driven with Consumer Sentiments

    In marketing dreamland, there has been a big shift around segmentation and personalization. How do we optimize our messaging with the objective of increasing response rates with relevancy?  We’re ecstatic that the rise of technology has enabled us to deliver tools for demographic and some behavioral segmentation. But is this enough to engage today’s buyers?

    Understand Me!

    My inbox is filled with offers that are obviously segmented based on my geography, gender, and at best, last purchase. This is good, but I really didn’t like that pair of blue shoes I bought last year and you would have known because I’ve posted my review and made a remark on Twitter. And maybe, even the last few purchasers posted their dislike on the same pair of blue shoes because we synthesized that toe-pinching problem!

    In contrast, if the next offer was titled ‘comfortable’ blue shoes. Oh, golly geez! You’ve got my attention and a trusted consumer because you cared enough to acknowledge ‘me’ and all the sentiments about those shoes. And, you’re probably going to address this with your product management team, right?

    Agile Marketers need Real-Time solutions!

    We struggle to create meaningful personalized messaging based on individual sentiments. Real-time enables marketers to quickly launch programs to address immediately customer complaints and issues. Marketers are well aware that they only have a fraction of a second to influence a consumers’ buying decision.

    Don’t make marketers think!

    I know for sure that if I have to start coding in HTML and applying Java scripts to execute on an email campaign, I would scream! Being an agile marketer to a dynamic, fast-moving set of customers, we’re always re-prioritizing and believe time management is key. Buyers expect us to be in the moment with them – all 24/7 of it. So, we need our solutions to be there with us.

    The best data-driven practices are utilizing data beyond social media channels. Unstructured data in the form of conversations represent a significant portion of your customers’ voices. Businesses can leverage assets such as customer support notes or marketing data. Externally, there are communities and forums, blog sites, and review sites that we should lend an ear to.

    If your end goal is to capture the full consumer lifecycle picture, you’re headed down the right path. We’re no longer thinking about marketing as just a funnel, we must consider this infinite path where we can extract key conversational pieces to enhance our corporate programs.

    The invitation to marketers

    According to a top industry analyst, about 80% of a company’s information asset sits in a form of unstructured or non-organized, free-flowing form. Much of these assets have been untapped.

    I invite marketers to carefully review their current data driven processes and how much consumer sentiments and insights are used in driving relevant marketing programs.

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