Learn: Customer Intelligence, Social Media Measurement, Sentiment Analysis

SAS14 badgeAre you ready for a dive into Customer Intelligence, Social Media Measurement, and Sentiment Analysis?

An exceptional opportunity: A choice of four unique, half-day workshops, March 5, 2014 in New York, the first day of the up-coming Sentiment Analysis Symposium, which I organize. The workshops will teach you how to discover business value in emotion, intent, and connection, expressed in online, social, and enterprise sources. Register by January 25 to save up to $200.

Our workshops are paired in a Business Track and a Technical Track, although you’re free to mix-and-match. To start the business track, we have:

Stephen Rappaport photo

The Insider’s Guide to Social Media Measurement taught by Stephen Rappaport, a consultant and subject-matter expert with the Advertising Research Foundation. Stephen is author of the 2011 book Listen First. His “Digital Metrics Field Guide” will be coming out soon. In Stephen’s words, we need to “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.” Stephen’s workshop, with an assist from Vincent Santino, Associate Director of Digital Insights & Analytics at Kaplan Test Prep, will:

  1. Provide an overview of social media measurement.
  2. Cover case studies illustrating the use of social media measures (with audience participation).
  3. Present three typical business scenarios and have the attendees work through them, including developing an analytic strategy and measurement plan.

Steve Ramirez photo

The Road to Customer Intelligence: Data, Analytics, Insight will be taught by Steve Ramirez, CEO of consultancy Beyond the Arc. Steve describes the workshop this way: “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 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.”

Jason Baldridge photo

The Technical Track opens with a Practical Sentiment Analysis tutorial, taught by Jason Baldridge of the University of Texas and co-founder of the Apache OpenNLP project and of start-up People Pattern. Jason 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. From Jason’s tutorial description:

“This tutorial will dive below the surface of opinion mining in three primary ways. First, we focus on some of the underlying algorithms and the opportunities and challenges. In particular, we will discuss semi-supervised learning techniques and their relevance for entity and topic extraction in combination with opinion mining. Second, we look at additional information from non-explicit components of linguistic expression, as well social networks, sensors, and other secondary data. Third, we will also consider issues in the empirical evaluation of automated opinion mining tools.”

Learn more about these three workshops, and about the Technology & Innovation session that’s the afternoon component of the technical track — we have nine really cool presenters lined up — on the symposium Web site. The Agenda link there will take you to the full roster of March 5-6 sessions.

Please join us! And do register by January 25 for special early-registration rates.

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