The Chatmine Process
Our integrated data mining system offers a wide range of solutions.- Consumer Sentiment Tracking - Are trends Positive, Negative, or Neutral over time?
- Segmentation Based on Mind Share - Going beyond traditional demographics.
- Perception Mapping - What are consumer hot spots with respect to the client?
- Decision Trees - Where does the consumer look for information, and how does this influence decision-making?
- Concept Mining - What concepts are connected in the mind of the consumer?
- Social Media Metrics - What is the extent, reach and popularity of messages or postings? How does it impact marketing?
Technology
The advent of the web, the migration of significant numbers of users to online communities and the proliferation of accessible databases holding huge numbers of discussions, set the context for the development of software bots that could be programmed to search and capture these conversations. Chatmine Technologies, using its own proprietary search and aggregation solution taps hierarchical data bases (a type of database that holds unstructured data, also known as natural language—message boards, list serves, chatrooms, blogs) and transforms these conversations into a searchable data set that allows clients to mine them for valuable insights. (See Figure 2 for a top level of view of this part of the Chatmine process). Chatmine software technology can also mine email servers, open-ended survey questions, conversations captured in telephone call centers.
Analytics
In addition to qualitative analysis, Chatmine uses a variety of statistical techniques to provide you inferential testing. We use factor, PCA, decision or probability trees, discriminant analysis and test the predictions (T, F and Chisquare tests). These give you a deeper understanding as well as relevance of our findings to larger populations. For example, is there a significant difference between gaming purchases made between expert and novice players?
Domain Expertise
Depending upon the scope of the assignment, Chatmine, in addition to using its engineers, directors of analytics, psychiatry, psycholinguistics, marketing and communications, uses a prominent domain expert specific to the category we’re exploring.
Information Visualization
Effective visualization of information makes patterns between ideas, social groups and individuals more readily recognizable and meaningful. Chatmine employs a variety of conceptual frameworks and software solutions in order to provide deeper meaning to captured data. One such conceptual tool is the semantic network. It consists of nodes which represent concepts and edges that represent relations between the concepts. Using artificial intelligence (AI) and pattern recognition algorithms, conversations, discussions and chats are mined and concepts are extracted. Relationships between the concepts (nodes) form links in the networks. The strength of nodes and relationships are measured providing a means of understanding the consumer decision space.
Business Applications
The findings that Chatmine provides its clients are always interesting. But our efforts don’t stop there. We also strive to make that data relevant to our clients’ business and we look for practical applications for our findings. That’s where our marketing and communications directors play a significant role. They place our data within a particular context, whether that context involves is a new market entry, an established brand fighting the entry of a newer brand into its market or finding new sources of revenue after all of the known ones seem to have been tapped out. Our findings can be tactical or strategic. They may focus on determining the language of a particular community or of a particular segment of that community. Irrespective of the scope or task, our findings are always presented in a way that facilitates practical decisionmaking.
Examples of some Chatmine Outputs
Hot Topics: Provides a "dash board" of consumers’ product, competitor, and current trends, fashions and issues.
Features and Benefits: Compares the consumers weighting of perceived benefits two brands.
FAQs: Identifies the concerns that often keep consumers from starting, continuing, or effectively using a product.
Switch Analysis: Identifies why consumers switch from one brand to another using probabilistic models.
Decision Tree: Lists all decisions/actions taken by consumers and provides probabilities associated with each decision.
Customer Segmentation: Classifies consumers based on a number of factors such as age, pet ownership, hobbies, newspaper readership, TV viewing habits etc.
