Agenda -- March 5, 2014 Human Analytics Workshops
The program of optional Wednesday, March 5, 2014 Human Analytics Workshops is outlined on this page. We anticipate posting the names of the Business Track workshop presenters very soon, with session descriptions to follow by early November. We will be organizing the Technology & Innovation program, consisting of presentations and panels, starting in late October, 2013, with agenda release planned for mid/late November.
Visit the Symposium Agenda page for information on the March 6, 2014 Sentiment Analysis Symposium.
All About Social/Media MeasurementMorning workshop: 9:00 am to 12:30 pm
Welcome to the world of "humetrics." Workshop instructor Stephen Rappaport coined that term to describe the big shift from our industry's age-old preoccupation with media measurement to understanding people by gauging and interpreting their digital lives. Rappaport's forth-coming "Digital Metrics Field Guide" (from which this workshop description is derived) helps us recognize data points not merely as impersonal dots on a trend line, percentage changes, or ratios. They are, in fact, personal -- capturing what people say, do and feel in real time. Once we view digital metrics as reflecting individuals, they become characters we employ to craft compelling narratives about people and brands that we later share with our colleagues in and outside of our areas. Those narratives fortify brands with a common understanding that increases the potential to act in the best interests of customers and prospects, and to create and execute successful marketing strategies.
Customer Insight AnalyticsAfternoon workshop: 1:30 pm to 5:00 pm
The Road to Customer Intelligence: Data, Analytics, Insight
Customer intelligence is the key to deeper and more profitable customer relationships, an essential asset for strategic, competitive decision making. How do you get there? The Road to Customer Intelligence: Data, Analytics, Insight, taught by industry leader Steve Ramirez, will teach you how.
The Customer Intelligence workshop will offer a thorough, practical look at elements that business analysts, managers, and executives must master to compete in today’s hyper-competitive, high-velocity, Big Data world: Unstructured Data, Voice of the Customer, Social Customer Insights, and Predictive Analytics.
How much of your data is your organization using to create insights about your customers? For many companies, an explosion of unstructured data sources like support email, call center notes, and social media, hasn't resulted in a corresponding windfall of better customer understanding, much less an improved customer experience or increase in revenues.
The phenomenon of Big Data has captured the imaginations of executives across industries. This workshop will examine a data-science case study. This cutting-edge Big Data analysis married text analytics of unstructured customer feedback, large-scale processing of transaction data, and the application of machine learning algorithms to identify which customer experience issues were most likely to drive churn, and for whom.
Yet text analytics and data analysis tools are only one piece of the puzzle. Without the right Voice of the Customer strategies in place, you’ll wind up with a handful of reports… and little else.Learn from the best practices of some of the most mature and successful Voice of the Customer programs. As a workshop participant, you will be introduced to a straightforward methodology you can deploy immediately.
Key takeaways include:
- How to benchmark your customer experience, marketing, and social insights efforts
- How to accelerate the maturity of your program, helping you to deliver greater value to your internal business partners
- How to prioritize your data acquisition and data management efforts
- What types of analyses you can perform to obtain the richest insights
If you've been challenged with how to derive real, demonstrable ROI from your VOC program, the Customer Insight Analytics workshop is for you.
Practical Sentiment AnalysisMorning tutorial: 9:00 am to 12:30 pm
The Practical Sentiment Analysis tutorial will introduce the concepts of sentiment analysis and opinion mining from unstructured text, looking at why they are useful and what tools and techniques are available. The tutorial is designed for advanced users, developers, consultants, and others who seek to understand the technology behind the tools they're using (or hope to build).
Previous tutorials have been taught by Ronen Feldman of the Hebrew University (May 2013); Diana Maynard, research fellow at the Univ. of Sheffield, UK (November, 2012); Bing Liu of the University of Illinois at Chicago (May 2012; Christopher Potts of Stanford University (November 2011); and staff from eBay Research Labs (April 2011).
Technology & InnovationAfternoon presentations & panels: 1:30 pm to 5:00 pm
- Emotions are mixed: identifying and visualizing the emotions of topics in public discourse, Jennifer Carlson, Decisive Analytics Corporation
- Emotional Analytics for Interpretation of the Behavioral Process, Chuck Davis, BehaviorMatrix
- Sentiment Analysis by Ensemble Post-Processing, Mark Gingrich, SDL
- Using Apache Hive for Sentiment Analysis, Rajat Jain, Qubole
- Sequence Package Analysis and Sentimetrics, Amy Neustein, Linguistic Technology Systems
- Analyzing user behavior to add context to sentiments: Community structure mining for user role identification, Robert Nolker, Analyze
- Compositional Sentiment Analysis, Stephen Pulman, Oxford University