Data Integration – The Value from Listening

Part 2: Value of Listening

Part one of Anexinet’s big data series focused on the importance of listening to unstructured data. Part two of the series dives deep into Data Integration. First and foremost, what is data integration and more importantly why should you care about it? In short, data integration combines data from previously isolated sources and turns it into meaningful and valuable information. A complete data integration solution delivers trusted data from a variety of sources to ultimately yield powerful business insights.

We will not focus on the technical aspects of data integration, instead we will detail key challenges of data integration and how the results from unstructured data listening can be integrated with more traditional structured data sets to provide a complete view of your customers.

A key component of data integration is deciding which data sets to use and how to integrate them. It is critical to identify the key business questions that need to be answered and which fields can be combined across different data sets to answer those specific questions.

Concerns about data access, security, and storage are the common obstacles that clients face in this type of data integration. We recommend a flexible service approach that includes on premise, cloud, or hybrid implementations. Every data set is unique and requires compatibility with various platforms and technologies to handle both the integration and output of the data. The output of this integration can vary from dashboards to reports. A flexible approach to the technologies involved and how they are deployed is the best way to ease any data access, security, or storage concerns.

An additional challenge with integrating unstructured data is that it is complex and messy. One of the main outputs of “listening” to unstructured data is ultimately providing structure to the data by categorizing and filtering the data. Once the unstructured data is categorized into a structured data set, it can then be more easily integrated with other data sets to answer specific business questions. Next we will highlight a few simple data integration examples.

Using their proprietary methodologies, ListenLogic independently tracked conversations from patients regarding switching from Byetta to Victoza occurring on open social media over the course of 8 months. As a secondary data set, ListenLogic overlapped Victoza’s estimated Rx data, which would have been delivered on a 2-3 week lag.

In the chart below, the orange line shows online patient conversations discussing switching (SC) from diabetes brand Byetta to Victoza on a daily basis. The green and pink lines show the estimated scripts filled per week at the pharmacy. Data shows an acceleration of switching conversations in July and Aug before the script data is available, which ultimately could be used as a predictive indicator.

Victoza Byetta Switching Rx

Separately, Listenlogic also tracked an active OLM campaign for one of the products, looking at the co-presence of the campaign with mentions of switching. By linking multiple data sets together, they were able to evaluate the possible impact of that specific campaign.

A second example of data integration is focused around an end-to-end managed services solution that integrates a client’s existing vendor data into interactive brand dashboards that:

  • Track overall brand awareness across offline/online channels
  • Calibrate ATUs with sales (Rx), claims, social media, web traffic, and search data
  • Create “scoring metrics” by weighting different data sets
  • Store offline brand reports in a central database for trending
  • Provide access to all appropriate brand stakeholders for continuous insight

Integrating this data allows brand teams to turn “offline” legacy reports into interactive dashboards that calibrate both internal and external data such as sales, claims, social, call center and other key performance data while giving organizations the ability to neatly store and track historical data.

Dashboards and reports are also easily customizable, allowing end-users to view an array of combinations of data through multiple visual representations, such as:

ATU Integrated Data Analytics

ATU Integrated Data Analytics

No one will disagree that data is the pulse of a business’ lifeline, and it is growing at an exponential rate. Harnessing the power of this data is crucial to the success of your business!

We will wrap up this series with an in-depth look at the ongoing implementation of integrated data solutions into your business. We will explore how companies can leverage integrated data on an on-going basis from full service solutions to API feeds back into your current systems.

Crisis of the Week: Lumber Liquidators Fights Flooring Foes | WSJ

Lumber Liquidators was the subject of this week’s crisis, as the company has seen its stock price take a wild ride down and back up after allegations raised in a ’60 Minutes’ story. The story alleged the laminate-flooring material sold by the company didn’t meet emission standards for the chemical formaldehyde. The story prompted one U.S. senator to call on federal agencies to investigate, and the company’s stock plunged as a result of the negative coverage.

Vincent Schiavone, executive chairman, ListenLogic: “Rule number one: Don’t make things worse! That is exactly what Lumber Liquidators did by agreeing to an on-camera interview. Lumber liquidators is experiencing an attack crisis in the digital world where consumers, media, activists, lawyers, regulators and politicians are aligned as stakeholders on an issue damaging to the reputation and value of the company.

“While the strategic goal driving stakeholders, short sellers and tort lawyers seems to be financial in nature, the enabling trigger issue is the health and safety of ingredients in the product. The core issue driving the conversation is corporate profits at the health risk of the customer.

“Lumber Liquidators chose to participate in the ‘60 Minutes’ story, something they should not have done. Often putting senior executives on the spot in an interview puts the company at greater reputation risk than issuing a statement. A written statement would have been less damaging. If a company is going to respond to an attack issue they need to be prepared to answer the key question: ‘What did you know and when did you know it?’ That answer determines if you can or want to apologize, take responsibility, reassure that all is OK and promise it will never happen again.

Read the entire piece here.

Do Deflated Balls Take Air Out of Pats’ Reputation? WSJ

This week the crisis experts looked into the comments from the New England Patriots and how they are handling the controversy over deflated footballs. The team’s coach, Bill Belichick denied any knowledge of deflating game balls, then held a second press conference in which he talked about the science of deflation and made a reference to the 1990s comedy “My Cousin Vinny.”

Vincent Schiavone, executive chairman, ListenLogic: “[This] is not really about under-inflated balls…it’s not even about the larger questions: ‘Did the Patriots and coach Belichick get caught cheating again?’; ‘Does nice guy Tom Brady cheat?’; ‘Do all teams and all quarterbacks prepare their balls outside of the official rules?’ All communications from all involved parties are focused on one thing–the Super Bowl. The Super Bowl is big business, the most watched and most valuable sporting event in the U.S.

“All parties are handling it the best they can under the circumstances. The number one rule of all crisis communications is to not say anything that will make the situation worse. Any admission by Mr. Brady, Mr. Belichick or the Patriots would force the NFL to do something about it before the Super Bowl. The driving strategy for this crisis communication is ‘Do not do or say anything that may impact the Super Bowl!’

“Mr. Belichick’s response that he had nothing to do with the balls and ‘You will have to talk with Tom” was not so good. Neither was his response he looked into the process and then presented plausible explanations as to why it could happen. The coach is seen as distancing himself from the crisis and throwing his [quarterback] under the bus.

Read the entire piece here.

ListenLogic CEO Presents to Wharton SEI Center Board

ListenLogic Co-Founder and CEO, Vince Schiavone, recently presented at The Wharton School’s SEI Center for Advanced Studies in Management’s Annual Board Meeting. The executive session, titled ‘Bridging the Silos – Revving Up for the Next Big Thing,’ took place at the Kimmel Center for the Performing Arts and featured a wide array of session on topics ranging from the NFL to political campaigns.

Vince’s featured session, titled ‘Big Data Social Intelligence: Reducing Risk, Building Brands and Driving Growth With Social Media’ focused on how the crossroads of big data and social media is revealing unprecedented valuable insights and opportunities for companies and is becoming instrumental in growing and protecting corporations and their brands.

Participants in the session included executives from organizations like Advanta, Estee Lauder, Hewlett-Packard, The Milken Institute and SEI, among many others.

The Wharton School’s SEI Center for Advanced Studies in Management was founded in 1990 and was designed as the first “think tank” on the future of management education. Previous presenters include Peter Drucker, Kenichi Ohmae, Percy Barnevik, Esther Dyson and John Seely Brown.


Brand Protection in the Age of Social Media

ListenLogic Chief Strategy Officer, Mark Langsfeld, recently hosted a focused webinar on the growing social risks and threats facing companies across the Food & Beverage industry. The session, which runs under 30 minutes, was attended by a myriad of leading brands across the food and beverage sectors and discusses an array of topics on social risk, including:

– Product recalls
– Extortion attempts
– Liability claims
– Employee sabotage
– Brandjacking

Mark also reviews how leading providers of food and beverage products are strategically protecting themselves against the growing social dimension of enterprise risk.

The key takeaways of this webinar include helping you to understand the complex social threats facing Food & Beverage companies, reviewing specific food and beverage social crisis cases and the corresponding lessons and providing insight into strategies and best practices for advanced brand protection.

If you’re interested in viewing a replay of the webinar please click the link below.

Webinar Replay: Brand Protection in the Age of Social Media