Mar 16, 2013

Social Media Segments for Retail Industry

In today’s time, Social Media is a best place for Retail industry to explore and act. With the growth of smartphones, customers are expressing more on social media. Customers are writing about the product, customer service, bargains/offers/coupons etc… There is rich information available on social media platforms which Retail industry can leverage and integrate that with their other data sources.

The challenge is to find the demographic information of the customer for creating personas as many mentions are by “Anonymous” visitors or because of privacy settings of social networks.

But we can still do the persona analysis on social media data by using Text Analytics techniques.

Some of the segments which can be created using social media data are:

  • Price Conscious Shoppers
  • Loyal Shoppers
  • Grab and Go Shoppers

Using the Text Analytics power, we need to first create a bag of terms which will help in identifying the customers of each segment.

Some keywords which can be used for each segment are:

  • Price Conscious Shoppers - Offer, Coupon, Sale, Discount
  • Loyal Shoppers – Love Store, favorite Store, Best Store

Sample Mentions for these segments are:

  • Price Conscious Shoppers – “Those bargain baskets in the front of the xxxxxx store always get me!”
  • Loyal Shoppers = “I love shopping in xxxxx store”
  • Grab and Go Shoppers – “Will pick up bread from xxxxx store on my way to home”

When you are done with creating customer segments on your social media mentions, integrate it with the CRM segments and sales data. Correlate the trend and analyze. 

  • Is there any impact of tonality of any particular persona on sales data? 
  • Do targeted segment is not responding to your campaign? 
  • Why any particular segment is behaving in a strange manner? 
  • Which segment you are going to target in next campaign?
  • Is there any correlation of your CRM segments with Social Media Segments?

The business benefit is that it will help the brand to make campaigns smarter and calculating the ROI of social media marketing strategies.

Mar 6, 2013

Stop Words for Social Media Analytics

Word Cloud is an important visualization technique in Social media dashboards. In first glance, stakeholder will come to know what their customers are talking about them on social media. You can divide the positive and negative terms by using different color codes in the word cloud. 

To come up with the most efficient word cloud, first remove the stop words.

Below is the list of stop words which can be helpful to you to remove noise from the word clouds:

a hereupon six differently
a's hers so downed
able herself some downing
about hi somebody downs
above him somehow early
according himself someone end
accordingly his something ended
across hither sometime ending
actually hopefully sometimes ends
after how somewhat evenly
afterwards howbeit somewhere face
again however soon faces
against i sorry fact
ain't i'd specified facts
all i'll specify felt
allow i'm specifying find
allows i've still finds
almost ie sub full
alone if such fully
along ignored sup furthered
already immediate sure furthering
also in t furthers
although inasmuch t's gave
always inc take general
am indeed taken generally
among indicate tell give
amongst indicated tends good
an indicates th goods
and inner than great
another insofar thank greater
any instead thanks greatest
anybody into thanx group
anyhow inward that grouped
anyone is that's grouping
anything isn't thats groups
anyway it the high
anyways it'd their higher
anywhere it'll theirs highest
apart it's them important
appear its themselves interest
appreciate itself then interested
appropriate j thence interesting
are just there interests
aren't k there's kind
around keep thereafter knew
as keeps thereby large
aside kept therefore largely
ask know therein latest
asking knows theres lets
associated known thereupon long
at l these longer
available last they longest
away lately they'd made
awfully later they'll make
b latter they're making
be latterly they've man
became least think member
because less third members
become lest this men
becomes let thorough mr
becoming let's thoroughly mrs
been like those needed
before liked though needing
beforehand likely three newer
behind little through newest
being look throughout number
believe looking thru numbers
below looks thus older
beside ltd to oldest
besides m together open
best mainly too opened
better many took opening
between may toward opens
beyond maybe towards order
both me tried ordered
brief mean tries ordering
but meanwhile truly orders
by merely try part
c might trying parted
c'mon more twice parting
c's moreover two parts
came most u place
can mostly un places
can't much under point
cannot must unfortunately pointed
cant my unless pointing
cause myself unlikely points
causes n until present
certain name unto presented
certainly namely up presenting
changes nd upon presents
clearly near us problem
co nearly use problems
com necessary used put
come need useful puts
comes needs uses room
concerning neither using rooms
consequently never usually seconds
consider nevertheless uucp sees
considering new v show
contain next value showed
containing nine various showing
contains no very shows
corresponding nobody via side
could non viz sides
couldn't none vs small
course noone w smaller
currently nor want smallest
d normally wants state
definitely not was states
described nothing wasn't thing
despite novel way things
did now we thinks
didn't nowhere we'd thought
different o we'll thoughts
do obviously we're today
does of we've turn
doesn't off welcome turned
doing often well turning
don't oh went turns
done ok were wanted
down okay weren't wanting
downwards old what ways
during on what's wells
e once whatever work
each one when worked
edu ones whence working
eg only whenever works
eight onto where year
either or where's years
else other whereafter young
elsewhere others whereas younger
enough otherwise whereby youngest
entirely ought wherein beings
especially our whereupon big
et ours wherever case
etc ourselves whether cases
even out which clear
ever outside while differ
every over whither hence
everybody overall who her
everyone own who's here
everything p whoever here's
everywhere particular whole hereafter
ex particularly whom hereby
exactly per whose herein
example perhaps why seven
except placed will several
f please willing shall
far plus wish she
few possible with should
fifth presumably within shouldn't
first probably without since
five provides won't haven't
followed q wonder having
following que would he
follows quite wouldn't he's
for qv x hello
former r y help
formerly rather yes self
forth rd yet selves
four re you sensible
from really you'd sent
further reasonably you'll serious
furthermore regarding you're seriously
g regardless you've asks
get regards your back
gets relatively yours backed
getting respectively yourself backing
given right yourselves backs
gives s z began
go said zero hardly
goes same he'd has
going saw he'll hasn't
gone say how's have
got saying mustn't seemed
gotten says ours  seeming
greetings second shan't seems
h secondly she'd seen
had see she'll why's
hadn't seeing she's area
happens seem when's asked

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