Instrumented Interconnecteds Intelligent

sp shoppers


By Alistair Rennie

Leaders at a global food service company wanted to understand more precisely the types of people who visit their stores throughout a typical day. The goal: To spot hidden patterns that could help them market to specific customers more successfully.

With IBM’s help, they began incorporating Twitter streams into their analysis of loyalty-program data. The exercise quickly produced surprising insights. For instance, they learned that people with similar tastes in food and drinks tended to come in at specific times of day. One time-constrained  type of customer, for instance, visits the stores nearly every morning, purchases food and beverages to go, and even buys their lunch during their morning visit.

These insights made it possible for the company to plan for surges in demand for certain items and to create mobile marketing campaigns targeting specific customers with offers at the times of day they would be most receptive to them. The company had achieved the holy grail of marketing–namely, micro-segmentation of their customer base.

The alliance of IBM with Twitter, which we announced last Oct. 29, must have seemed like a strange combination. But just 4 ½ months later, by combining Twitter’s millions of Tweets with IBM’s business expertise and big-data analytics technology, more than 150 companies have begun mining insights that make a real difference in their business.

SP IBM Twitter 4Our two companies have quickly combined forces to bring these new capabilities to market. Using IBM’s tools, data scientists are able to incorporate Twitter’s rich data streams into analytics applications, where data from multiple sources can be analyzed and visualized and transformed into actionable insights. IBM business consultants are working with Twitter to develop unique solutions for several industries – including financial services, consumer products and retail – with more to come over time.

And we’re incorporating Tweet-digesting tools into our Watson Developer Cloud and Bluemix development platforms so entrepreneurs and developers will be able to pop them into applications and mobile apps with a minimum of effort.

As a result of our intense collaboration, there are now a number of real-life examples where organizations are tapping into Twitter streams to harvest insights that help them understand customer sentiment, develop hit products and services, and anticipate sudden shifts in moods and markets.

Our business consultants combed through the results that our clients have already achieved, and, like the marketers at the global food service company, they spotted some previously-hidden patterns. They produced a list of five top insights to emerge from our alliance with Twitter so far:

Stormy weather can create sales opportunities for companies. By combining Twitter sentiment with weather and geo-spatial data, a telecommunications services company is now able to track weather-related dissatisfaction concerning its competitors’ services and target direct marketing campaigns to people in storm-affected areas.

In retailing, customer loyalty comes in part from personal relationships. Analysis combining employee churn data with consumer sentiment revealed that a retailer’s most valuable customers are drawn back into the store by seeing familiar faces among the staff.  As a result, the company expanded its training and retention programs.

Social listening helps companies track compliance with regulations. A pharmacy chain uses Twitter streams to spot complaints about its employees’ compliance with privacy, safety and notification rules that are such an important part of its business. By combining those signals with geographic information, they can spot problem stores and bring improvements.

In consumer-facing businesses, damage to reputations quickly impacts profitability. Working with a insurance company offering reputational risk insurance, we’re helping them size up links between Twitter sentiment about specific companies and their shifting financial results, enabling the insurer to price policies better.

Alistair Rennie, General Manager, IBM Analytic Solutions

Alistair Rennie, General Manager, IBM Analytic Solutions

Fashion-forward people who share on social media create a taste-map of the planet. A clothing manufacturer and retailer uses Tweets to spot shifting tastes in clothing in real time as styles catch on or fade in various locations. It’s better able to plan for demand or introduce and merchandise new styles.

In each case, the companies involved are able to use a combination of Twitter data and sophisticated analytics to understand their customers, their markets and their competitors than ever before.

We’re just four months into our relationship with Twitter, and while these early results are impressive I believe we’re just scratching the surface of what will be possible. As our tools become more industry specific and as entrepreneurs targeting particular business niches get hold of them, you can expect incredible new capabilities to emerge. By combining forces with Twitter, we’re making it possible for businesses to hear the voices of the people of the world.

Bookmark and Share

Previous post

Next post

October 13, 2016
6:18 pm

In my current profession, I demonstrate the products from retail firms, such as Mondelez, Talenti, Nestle, Kellogg’s, General Mills, etc. I prepare samples of fruits, cook certain foods and this for 15 stores of the gigantic Wal-Mart Corporation. IBM has been my dream and the base of my education. I guess you could say that I am taking myself through a computer program.
The World has become One with the acquisition of knowledge. This has helped shape the planning of future events, but on a material level. This article sheds nothing but the truth of what happens in the mind of a shopper. A program within a program within a program . . .

Posted by: Gregg Kroodsma
October 13, 2016
4:56 am

the article written is very good, it’s very informative and
is written in a commendable way which never makes the reader feel boredom
keep it up man keep posting articles like these. you reallly have done a commendable job
.even i have also written some articles on Diwali Fireworks Pictures
may be you would love to read that. nice work man…keep it up!!

Posted by: dwiali
September 22, 2016
1:26 pm

nice information. send me email if you have another like this

Posted by: paket umroh desember
September 20, 2016
3:37 am

good All periods will be completely programmable with the simple to examine and employ digital meter that needs little to no training to employ.nice.

Posted by: watergadget
July 27, 2016
2:11 am

good We will be genuinely bad for this issue but we will be heading to kick off it once again rapidly and will continue to keep you enlightened with the changes. Consequently rarely neglect to continue to keep on going to this webpage once again. nice.

Posted by: itubedownloadz
June 24, 2016
7:35 am

good SHAREit is normally a data file copy iphone app that facilitates in copy of data to and from portable and Laptop or computer.nice.

Posted by: SHAREit on Windows Computer
June 12, 2016
6:15 am


Posted by: kredit mobil honda semarang
May 17, 2016
7:29 am

good Snapchat has got Contact lens characteristic which enables users to integrate current encounter recognition structured results into their photos,nice.

Posted by: snapchat login
April 13, 2016
8:17 am

good Though there will be various applications like that which enable the users to download clips or music from YouTube and different sites, gret.

Posted by: SnapTube APK
April 8, 2016
8:28 am

good Save period and space on your telephone/.No extra encoding procedure or plugin needed/.nice.

Posted by: SnapTube App Download
March 29, 2016
8:22 am

good hence developers happen to be hoping to develop a sort of portable iphone app by which users can download and great.

Posted by: Mobdro APK
March 5, 2016
11:09 am


Posted by: imo for pc
September 11, 2015
7:56 am

Hi there, its pleasant article on the topic of media print,
we all be aware of media is a great source of information.

Posted by:
August 27, 2015
3:21 pm

Forte School of Music is providing Music Lessons in Howick Auckland , New Zealand. Forte School is best in Music , Singing , Guitar and Piano Classes. Contact us now 09 534 2223

Posted by: Forte music
May 7, 2015
6:05 pm

Excellent article!. Nice to hear about the impressive results! Twitter data with the analytical tool helps to understand the behavior of the consumer and it helps the enterprises to plan better to serve the consumer better. The social data will play one of key component in the Enterprise planning.

Posted by: John S
March 17, 2015
9:00 am

Nice Article

Posted by: Atul
March 17, 2015
8:19 am

This is a great example of “connecting the dots” – thanks for sharing. Wondering on thing, though: could some of the insights not have been learned by analyzing the PoS data directly? How was Twitter data utilized for this purpose?

I’d imagine that a lot of this information could be gleaned from what the enterprise already has and owns (the data, that is). Correct? Not?

Posted by: Sumedh Sathaye
4 Trackbacks
June 17, 2015
10:32 am

[…] we  uploaded some Twitter data about Jurassic World into Watson Analytics, IBM’s natural-language cloud-based analytics […]

Posted by: Social Sentiment for Jurassic World! Fun with Watson! | Social Media to Social Business
June 12, 2015
4:17 am

[…] than 40,000 people around the globe have registered for and are using Watson Analytics. Through IBM’s relationship with Twitter, Watson Analytics also enables customers to analyze social sentiment for insights around programs, […]

Posted by: London Self-Serve Coffee House Taps Watson Analytics for Critical Customer ... - MarketWatch - Conversion Nexus
June 11, 2015
10:34 pm

[…] than 40,000 people around the globe have registered for and are using Watson Analytics. Through IBM’s relationship with Twitter, Watson Analytics also enables customers to analyze social sentiment for insights around programs, […]

Posted by: London self-serve coffee house taps Watson Analytics for critical customer insights
June 11, 2015
2:31 pm

[…] we uploaded some Twitter data about Jurassic World into Watson Analytics, IBM’s natural-language cloud-based analytics […]

Posted by: Gauging the Social Sentiment for Jurassic World; Women Lead the Tweeting « A Smarter Planet Blog A Smarter Planet Blog
Post a Comment