How to automate monitoring and the analysis of content of social networks? Innodata Social customer care TADetails
Social networks became for business in the great way to trace moods of clients and to react to their complaints and offers. It is possible to do it free of charge, and, above all – in real time. Such monitoring not only raises a customer loyalty, but also helps to be improved the company. It is clear, that without special solutions to trace such information streams is difficult, and that is more difficult, than the enterprise is larger. The chief executive of Innodata company of Sergienko Alexander Sergeyevich told that it is necessary to know about automation of monitoring of social networks and in what ways of it it is possible to achieve.
| Developers: | Innodata |
| Date of the premiere of the system: | 2018/03/18 |
Content |
"The monitoring system and the analysis of content of social networks" is own development of the Russian company "Innodata".
The solution intended for work with customer appeals can be applicable for key industries of economy: retail telecom transport and logistics, petrogas sector, large E-Commerce, civil aviation financial sector.
Work with addresses in social networks
The data obtained in social media are used for machine learning that allows to define in real time category and tonality of specific mentioning, helping it is correct to define priorities of response to addresses in social media. During the work with addresses a system constantly analyzes "fresh" data and samoobuchatsya continuously for increase in accuracy.
On the basis of the saved-up historical data the mathematical models allowing when obtaining the address from the client on any communication channel with a high share of probability to define an address subject and also the division responsible for processing and solution are constructed. Such approach led to decrease in use of resources for the analysis and reassignment of the received requests.
2018: TADetails: Overview of a system
Why to business to trace social networks
Monitoring of social networks in process of their development became this business process. Understanding of moods of present and potential customers gives a scope for development: it is possible to change on the run something in the work, it is possible to help almost instantly or technical support, to resolve matters of argument, to react to notes and offers, to introduce amendments in development strategies.
 | For division of marketing and PR it is important to create positive image of a brand of the company that directly depends on dialog with the customer, on the fact that he speaks and thinks of the company. Important effect is the possibility of continuous monitoring of satisfaction with a brand and interactions with users on social networks that is the critical direction for creation of reputation which is especially important for the large companies, – Alexander Sergienko, the chief executive of Innodata company considers. |  |
But image questions are only a part of functionality. The internal security service and HR departments can use solutions for monitoring of social networks. For example, for the analysis of behavior of recruiters, applicants or salaried employees.
As monitoring is implemented technology
At the heart of profile solutions – at once several technologies. It both Big Data, and means of their analytics, and artificial intelligence, and, of course, machine learning. They are responsible for search and message handling polzovatly.
| | The main technology objective in the analysis of social networks – structuring, processing and identification of patterns and clusters in texts in a natural language. The separate science – computational linguistics solves this problem. Language constructions in the form of the body, dictionaries, morphological and semantic analyzers become its humanitarian basis. At the level of algorithms it is important to connect all modern forms of machine learning, forecasting and selection of patterns, – Alexander Sergienko explains. | |
Machine learning helps to define tonality of mentioning right after the publication, referring it to this or that category. System accuracy constantly increases eventually. It gives the chance at once to refer these or those matters for the solution in specific divisions. Plus, business at such approach saves resources of the IT infrastructure.
Examples of interfaces
What should be the solution for monitoring of social networks
The solution of automation of monitoring should perform accurately and quickly a number of operations. At the first stage monitoring and data collection is made. For this purpose it is necessary to deal with what data are necessary to business previously. For example, references of the company and its products will be useful to PR-department and CRM. Not only the PR-service, but also marketing department which will also be glad to receive posts on all profile area will become interested in information on competitors. Actions of specific people can be interesting also by HR and IB-to services. It is important to understand that the solutions presented at the market strongly differ in completeness of a scope and speed of delivery of data.
| | The Innodata company created the innovative solution – the Monitoring system and the analysis of content of social networks (SMAKSS) on the basis of Big Data, – Alexander Sergienko gives an example. – It allows to automate process of receiving and the analysis of data bulks which arrive from client audience on social networks. Customer segmentation is possible by different criteria which will precisely answer requests of customers. For example, it is possible to execute segmentation of profiles on activity, interests, demography and so on. The predictive analytics is based on machine learning technologies that allows to reveal in real time the direction of addresses, their tonality, priority and other parameters. A system continuously studies, using up-to-date information that increases the accuracy of its work. | |
Machine learning – the most important component of any similar platform. But front lines should be considered solutions in which filtering from spam, grouping of posts is provided in newsmakers in real time and also structurization of posts and the analysis of a customer behavior on the basis of the maintenance of its profile not only on social network, but also in the CRM system of the company. After comparison of profiles it is possible to calculate different scoring models or to build demand forecasts on certain products.
Visualization of data retrieveds will help specialized departments to accept specific business solutions. Integration of the instrument of monitoring with the CRM system, applications for analytics, personnel management and so on should be for this purpose provided. An opportunity to answer people in social networks and to communicate in messengers directly in the platform will be plus. It considerably increases productivity and also allows to create group answers. For PR-services the speed of determination of newsmakers, the forecast of their development and level of threat is critical. One more important element – compliance to the law on personal data.
How to implement monitoring in the company
At first it is necessary to define tasks for each of divisions of the company (for example, PR-service, department of work with consumers, service of marketing) which will be solved first of all. It is possible to conduct such research independently, but sometimes it makes sense to use services of the consulting company with experience of implementations. It will make it clear on what way it is worth going.
After that it is possible to work on the fulfilled plan: a certain prototype is formed, it is preceded by collecting of references of the company in networks and media with simple models of subjects and newsmakers. Then models are retrained on data of the company then concepts of structuring and segmentation of data from specific data domain and subjects of addresses are created. In real time there is an integration to CRM and the BI systems of the company. At a final stage the analytics of a customer behavior and its possible need for a product is made.
Experts consider the most logical agile-approach with involvement of a command which representatives of all interested services enter. Presence at them of systems analysts on integration, monitoring automation specialists, and, of course, the business is obligatory.
How to integrate such platform into IT infrastructure
There are two options. The elementary is an operational integration of the platform with CRM, BI and DWH systems. At such approach communications between authors of posts and clients of the company are not built, and therefore these systems exist almost independently.
More serious option includes study of cross-channel optimization and determination of interests on each existing and potential client on a basis of both data from social networks, and all interactions with it – within CRM, the website, the application. Such method looks more productive: it optimizes any contacts with clients using machine learning, helps to process unstructured information and to involve different forecast algorithms.
| | The solution assuming a possibility of setup of the platform under certain requirements and specific objectives, an opportunity to integrate it into the existing infrastructure is optimal. The solution "Monitoring System and Analysis of Content of Social Networks" of Innodata company which works at a basis of automation of continuous process of receiving and predictive analytics of a big array of the separate data arriving from clients on social networks became it. This technology represents the enterprise-platform which key features are a possibility of adaptive setup under wishes and requirements of the final customer, ready connectors to different industry platforms, ample opportunities of integration and connection of add-on modules, – Alexander Sergienko concludes. | |
Announcement of the solution
The Innodata company in March, 2018 announced an output to the market of own solution "Monitoring System and Analysis of Content of Social Networks".
Due to the growing business diversification, creation of new brands and need of search of opportunities of an entry into the new markets the companies need to conduct a market research for obtaining information on potential clients for the purpose of acceptance of the right decisions and algorithms of actions in unusual or crisis situations.
The monitoring system and the analysis of content of social networks" on the basis of automation of continuous process of receiving and predictive analytics of a big array of the separate data arriving from clients on social networks will help to make it ". This technology represents the Enterprise-platform which key features are a possibility of adaptive setup under wishes and requirements of the final customer, ready connectors to different industry platforms, ample opportunities of integration and connection of add-on modules.
According to the chief innovation officer of Innodata company Alexander Drozdov, the solution assuming a possibility of setup of the platform under certain requirements and specific objectives, an opportunity to integrate it into the existing infrastructure is optimal. The solution "Monitoring System and Analysis of Content of Social Networks" became it. From the point of view of geography, targeting and tough settings of its use for analytics of social networks, there is no accurate framework or restrictions as the main any social network the Internet is.
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