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.

Unstructured Data Analysis: Part One – Data Listening

Unstructured Data Listening

This is Part One of a three-part series that will discuss the advantages of unstructured data analysis and the impact it has on business decisions. This piece will focus on the science behind “listening” to the data that is available. The next step in the process, which will be discussed in Part Two, is the integration of unstructured data with other internal and external structured data. That can only be done once proper data listening has been accomplished. The series will conclude with a discussion of the implementation and continued tracking of these data sets. Now, let’s discuss how we can listen to the growing forms of unstructured data!

The foundation of market intelligence is evolving as technology advances and intersects with the “Age of the Consumer”. Traditionally, market researchers have been limited to using small sample size surveys and focus groups to extract organic behavior information from the minds of their consumers. However, we live in the age of unstructured Big Data generated by today’s empowered consumers. In addition, until recently, the technology & methodology to “listen” to unstructured Big Data sets simply did not exist due to its messy nature.

It is imperative to understand the unique channels that today’s empowered consumers leverage. Consumers today turn to social media to share their unsolicited experiences, ask and answer questions, and offer advice. We use our mobile phones to complete open-ended surveys, send emails with complaints and questions, and communicate with product contact centers. The enormous volume, incredible variety, and explosive velocity of the data sets associated with these activities provide a perfect opportunity for companies to “listen” to what their consumers are saying. Let’s look at three examples:

1. Social Media

Social Media, the largest single source of publicly available data offers rich unbiased & unprompted insights into the market and brand perceptions. Understanding this data empowers your brand to respond to the rapidly changing marketplace with agility and authenticity.

For instance, a reported 102.3 million patients turn to the Internet for prescription drug information annually, a number that has doubled from five years ago. According to Manhattan Research, more than two-thirds of all patients now use social media to search for medical information. This avalanche of data has given pharmaceutical and healthcare companies the ability to gain a deeper understanding of their consumer so that they can better measure their mindset, needs, and decision drivers along their journey. This contextual analysis offers insights into the Who, What, When, Where, and Why.

2. Contact Centers

That’s right – the contact center! Similar to social media, contact centers are filled with unbiased organic content via the conversations being had every day between consumers and contact center liaisons. Embedded in these conversations are customer-level insights that contain signals, trends, and indicators that can help improve overall brand strategy and performance. Brands that harness the power of these conversations can:

  • Discover drivers of customer attrition
  • Identify emerging opportunities and threats
  • Improve patient experience
  • Gain competitive insights
  • Enhance education and messaging

3. Open-Ended Survey Responses

Surveys are a tried-and-true tool in the market researcher’s toolkit. Does your company conduct open-ended surveys? If so, how are these responses being analyzed and integrated into your brand strategies?

Unstructured data analysis of open-ended survey responses provides deeper insight into the Key Performance Indicators (KPI’s) and metrics that the surveys are designed to address. The results from the unstructured data analysis can also be easily integrated with the Net Promoter Score analysis to find additional drivers of loyalty and attrition.

An increasing number of business stakeholders are “listening to” the large amount of organic data available about their businesses brands, services, markets, and competitors. To harness the wealth of understanding from this big messy data—ranging from consumer insights to competitive intelligence—business units are turning to next-generation processing technology and complex linguistic modeling to distill relevant information and discover actionable insight. Ultimately, they’re using these powerful insights to set strategy, answer critical business questions, and drive innovation.

Keep an eye out for Part Two of our series! We will examine how businesses can take their unstructured listening data sets and integrate them with structured data sets in order to discover holistic insights and implement solutions which impact their bottom line.

About Anexinet

Anexinet works with clients to strategize on, implement and sustain digital solutions through the best combination of industry-leading cloud and vendor products. ListenLogic provides unstructured data analytics and insight discovery solutions to leading corporations. From real-time enterprise risk sensing to deep insight into consumers, markets, brands and competitors.

Listening Report Features ListenLogic

ListenLogic advanced social intelligence solutions are profiled in the most recent Gleansight Benchmark Report on Social Listening. The report compiled by Gleanster Research, reviews “the art and science of social listening” and examines the enabling technologies, analytic capabilities, business processes, organizational resources and corporate cultures they’re putting in place to maximize the value of their investment in this initiative in order to to achieve their objectives and ultimately drive increased shareholder value.

The Gleansight Report points to ListenLogic’s pioneering solutions with comprehensive social media monitoring capabilities and provides an overview of the company’s extensive experience delivering advanced social intelligence to leading corporations. The report also features ListenLogic’s unique “approach of combining social media monitoring tools with human filtering.”

The report also highlights ListenLogic for its focus on the pharmaceutical and healthcare space, pointing to its social intelligence product suite tailored to the industry. As the report also states, ListenLogic has been quite successful in carving out a nice around generating insights from patient-to-patient conversations.

More information on the Gleanster Social Listening Report can be found here.

Pharmaceutical Social Threats Continue to Grow

The exponential expansion of social media has introduced a growing spectrum of threats against corporations hidden deep within billions upon billions of daily social discussions. Specifically, within the health and pharmaceutical industry, are an array of emerging risks threatening companies coming from patients, activists, influencers, regulators, criminals and even competitors and originating from all corners of the open social universe.

Below is a review of major emerging risks from the open social universe that targeting the revenue and reputations of pharmaceutical and healthcare companies on a regular basis.

Expert Insight: Tracking the Open Social Universe

Mark Langsfeld
Co-Founder, Chief Strategy Officer

Through engaging with with many of the world’s leading brands across a myriad of industries from food to pharmaceuticals, we often get an array of insightful questions about social intelligence and the threats and insights that come from the open social universe. Given this, we’ve tapped our Co-founder and Chief Strategy Officer, Mark Langsfeld, to periodically provide insight on questions surrounding social risk and social intelligence. Mark oversees ListenLogic’s Business Intelligence Command Center (pictured), the largest and most advanced of its kind in the world.

If you have a question related to social intelligence or social risk send it

As social media continues to grow exponentially, our team is regularly asked about various aspects of the open social universe arise. Here are a few questions of interest on the topic:

Q: With the sheer size of social media, how do you effectively cut through the massive volume of noise? -Sarah S.

A: Social can easily be intimidating to the largest, most sophisticated corporations. You’re talking about billions and billions of discussions from hundreds of millions of posters across tens of millions of social sources, and that is from a single day! This is a common question because many companies are trying to basically retrofit their social monitoring “buzz” tools to find threats from within social media. The problem with this approach is that these tools only see snippets of the open social universe and the keyword methodology they use requires the operator to know exactly what they are looking for, which doesn’t work well when you’re talking about countless types of threats that can present in countless different ways. Your essentially trying to see the next galaxy with a basic telescope, when you need the advanced technology of the Hubble Telescope.

A lot of companies aren’t sure where to start at first. The point you bring up is a critical one; filtering out the irrelevant noise is vital. However, you have to be able to access and process the entire open social universe first. This requires advanced technology related to big data processing and concept modeling to filter out the noise in real-time and classify the resulting relevant information. The challenge many are finding is that keywords deliver massive amounts of noise. Take the BMW X1 as an example – the items pictured to the right is just a sampling of the products named “X1″ – a tremendous amount to noise irrelevant to BMW. Many would say “just use the keyword “BMW X1.” Unfortunately, this is not generally how consumers converse on social media. This is why using concept models and a discovery engine is critical filtering out the noise, identifying the intelligence and discovering new and evolving lexicon relevant to the brand.

The bottom line is social is a streaming “big data” problem and brands are realizing they need streaming “big data” solutions to filter out the irrelevant noise and identify the relevant information to discover actionable insight.

Q: Where do most corporate threats come from within social media? -Tina G.

A: There’s really no simple answer to this question. It largely depends on the corporation, threat type, influencers and a variety of other factors. However, even if you know these factors, they’re constantly changing. Social networks are certainly massive in size, but if an activist is trying to organize against your company, they aren’t necessarily going to use this type of forum. Or if your having an individual organize a boycott against your brand they could be doing it through one of 400 million blogs.

Unfortunately, we see threats come from all corners of social media – blogs, social networks, microblogs, forums, boards, open comment sites and many others. And these threats range from lawsuits to boycotts to protests to brandjackings to extortion attempts to employee sabotage to security threats to data breaches…the list goes on and on and is added to regularly.

You can’t pick and choose one or two sources to monitor for social risk because these threats are unpredictable. If they were predictable you could use a simple keyword search tool to find them. The key is for the company to be prepared and have visibility to the entire open social universe in real-time. Achieving this gives the organization and the risk stewards, particularly the frontline folks, a huge advantage in mitigating these threats.

If you have a question related to social intelligence or social risk send it Also, if you’re interested in more insights on social intelligence or social risk get a copy of our books Social Business Intelligence and Avoiding #FAIL.