How We Did The The Case of the

Investigations Retail Tweeters

Brought to you by

And Our Partners

 We’re Getting A Lot of Questions …

Hi Everybody,

We’re the brains behind the

scenes and wanted to answer your
questions about “how we did the
Buzz Experiments so fast.”

This write-up will give you an idea

of our clients’ architecture and
some details of the BI screens.

Take a look, and if you still have

questions, shoot them to us! We’re
both on Facebook.

Yours truly,
<2>
© Teradata 2011
Brizio Fashion
Debate Between Giorgio (CEO) and Martina (CMO)

Is Social Media real or a

fad? And what does it
mean to our company?

...Yes, it’s real!

And I need some budget
to prove that to you!
<3>
© Teradata 2011
Martina Kicks Ideas Around with BSI

It’s all about

viral marketing!

• Giorgio gave us $150K to do experiments

• Can we pick out Products with “hot buzz”?
• Can we use that info to drive forecasts / pricing
up and down (or discontinue)?

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© Teradata 2011
We Put Three BSI Investigators on This Case

• Chi was the Lead Investigator

> Discovered profitable customers
> Who also are using social media

• Mathieu – Buzz Experiments

> “Hot and cold buzz”
> Used sentiment analytics

• Cody – Viral Marketing

> Created “Fashionfluencer”
social graphs
> Drive a campaign to see if early
adopters drive extra sales
<5>
© Teradata 2011
Brizio Fashion Gave Us Access to their
Active Data Warehouse from Teradata

This company has

• 21M customers
• Average revenue per customer $62.58/month

Teradata
• 24 TB Active Data Warehouse at our fingertips
> 2-node dev/test system
> 4-node DW system, 5 yrs of data
> Teradata Retail Industry Logical Data Model - contains integrated
enterprise data, including POS, Contact Center, Web Clicks,
Social Media feeds (new – Tweets, blogs, email responses and
forwards)
> Right-time active data feeds from order entry, contact center,
and web/mail systems (< 15 minute latencies)

<6>
© Teradata 2011
 Brizio’s System Architecture

Sentiment Analytics Reporting CRM

Teradata
Relationship Manager

Corp LAN

Dev – 1 Node 5550H Teradata Production

Test – 1 Node 5550H 4 Nodes 5600H
24TB

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© Teradata 2011
Social Media Data Model
Segment of Teradata’s Retail Data Model

<8>
© Teradata 2011
Buzz-Based Marketing
Experiments – Matt
Pricing Experiments

• Based on Tweet and

Blogs, can we pick out
new products with
“hot buzz” and “cold
or no buzz”?

• Possible Actions:
> Don’t drop price as fast
(or increase it) on “hot
buzz”
> drop faster than normal
for “cold buzz”

< 10 >
© Teradata 2011
“Sentiment Analytics” on Tweets

• We can use any of these Teradata Partners:

> Attensity – Response for Social Media Teams, Attensity 360,
Analyze, Exhaustive Extraction™ on Twitter Firehose (90M/day)
> SAS – Social Media Analytics, Sentiment Analytics
> Clarabridge – Social Media Analysis
• We could have also used these other Software Products
> ViralHeat (based on SAS)
> Crimson Hexagon (Voxtrot Opinion Monitor) = ForSight “listening
platform”
> Google Buzz, OpenSocial
> Twinfluence, Twendz, TweetPsych, Twitoaster, etc.

We used Attensity’s Firehose “Respond” product for this study

< 11 >
© Teradata 2011
Buzz Monitoring Experiments

• Mathieu watched 4 new product

introductions
• Ran sentiment analytics from
Attensity:
> Trentino Handbag --- VERY HOT!
> Toscana Handcream --- Weak Positive
> Abruzzo Cosmetic Line --- COLD!
> Lazio Cleansing Scrub – Positive

< 12 >
© Teradata 2011
Sample Tweets for New Product Introductions
Sentiment Scores from Attensity

< 14 >
© Teradata 2011
Base Price Analysis: Week 4

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© Teradata 2011
Differential Pricing Analysis: Week 4

< 16 >
© Teradata 2011
 Increased price
created extra margin
on Trentino

Matt’s
Work after
8 Weeks

Decreased price
to clear the
Abruzzo Cosmetic
line

< 17 >
© Teradata 2011
How Buzz Drove Pricing Actions

ACTIONS:

• HOT BUZZ
> Increased pricing on Trentino Handbags by
10%
> Held high for 4 weeks
> Dropped only 5% for next 4 weeks
> 8900 units sold (forecast 4300)
> Impact: $72K of extra margin

• COLD BUZZ NET IMPACT

> 12,000 units of Abruzzo not moving
> Dropped price to clear within 8 weeks + $72,000
> Stopped replenishment order + $27,000
> Impact: $27K savings
+ $99,000
< 18 >
© Teradata 2011
Viral Marketing Experiment

“FashionFluencer Study” – CODY

The Fashionfluencer Experiments
Viral Marketing Analytics

• Idea: based on Emails,

Tweets, Blogs, pick out “The
Fashionfluencers”
> Early adopters of new
products, influencers
> We pick out the happy ones
who email/blog/tweet a lot

• In the experiment, we’ll

market to the FFs and let
them market to their
followers
Social
> Don’t market to the followers
Media
– save $$$ Network

< 20 >
© Teradata 2011
Chi and Cody Studied Influencers
Used Tableau to see “Twinfluencers”

Some people
have huge
influence –
the Tweeting
Influencers

< 21 >
© Teradata 2011
Core Issue: Identity

• To do individual social media monitoring, you have to be able

to link up all the various “identities”
> CustomerID in the Brizio Database
> Email address – we already have this, used for order and
shipment confirmation
> Facebook ID – need this!
> Twitter ID – need this!

• Cody launched a “Friends of Brizio” campaign for both

Facebook and Twitter
> Offer: people get free samples and a heads-up on new products if
they sign up by providing Facebook and/or Twitter IDs

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© Teradata 2011
Influencers - Analyzing People who Tweet
Find the “TwInfluencers” (Tableau)

We can analyze:

• How much the

Influencers tweet
Perfume

• What kind of links or

retweets are
Florentino happening

• What keywords they

are using in the
Trentino
tweets

Handbag

< 23 >
© Teradata 2011
Cody Finds the “Queen” Fashionfluencer

Who is this
Mystery
Woman who
drives
the Universe of
Fashion?

Hint:
It’s not …
< 24 >
© Teradata 2011
 Sample Tweets on the
Florentino Perfume of the Month Offer
Experiments Using
Teradata Relationship Manager
Create the Target Group for the Experiments

Suppressions Communications

TARGET IS
Past Purchasers
Who Are High Value/Margin
Who are on Social Media
Who have Influence and
Who caused Past Purchases
in their Influence Group

Create an Email Campaign with a special deal for this

Fashionfluencer group to try out the Florentino Perfume
we are introducing, and forward their Opinions
< 26 >
© Teradata 2011
 Email Campaign and Response Architecture
4. Tweets, 5. Attensity
Blogs, Emails monitors
DMZ
Social Media
Influencers Outer Tweet data
Firewall
Post Messages

Social Feed Social Feed

TCI M
TCIM C lus
t er Inner
Load Balancer
Firewall

Emarketing Server
6. ETL
3. Influencers
Email key Post
Social
Offer

Get Email, data Data

Buy/Try 2. Sends
Send Email
Offer

Product Email Offer

IWI

1. Cody Sets Teradata

Reporting User
Up The Campaign Database

Teradtata Relationship
Manager and
Integrated Web
7. Cody analyzes Marketing User
Intelligence
Corporate Intranet
whether
Followers buy TRM/TCIM Administrator
< 27 >
© Teradata 2011
How He Did It:
Create A Fashionfluencer Segment

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© Teradata 2011
Create and Monitor Communications
Relevant, Personalized Dialogues

< 29 >
© Teradata 2011
Other Results from Cody – Geospatial Analysis
Florentino Perfume – Locations of Top Influencers

< 30 >
© Teradata 2011
Cody’s Next Steps on this Brizio Experiment
Measure Acceleration and Cannibalization effects

Acceleration:
Did we just pull sales
forward? Or net
additions?

Cannibalization:
If people bought
Influencer products, did
they NOT buy other
things?

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© Teradata 2011
Business Impact: Fashionfluencers

• Average of 120 Fashionfluencers:

> Drove 6.3 incremental purchases at the first level (6.3x)
> + 18.9 incremental purchases at the second level (3.0x)
> +26.4 incremental purchases at the third level (1.4x)
> -6.4 overlaps in influence spheres
> 20 net purchases per influencer
• Rollup
> 2400 extra purchases
> $216 purchase price ($18/month), $71.67 total margin

NET RESULT: $172,000 of incremental profit

< 32 >
© Teradata 2011
A Cool Idea from Chi

“Let’s put the results and some RT feeds on sales and

tweets on an Executive Dashboard for Martina to
show Giorgio …”

“It’s so easy!”

Dashboards
Apple iPAD

< 33 >
© Teradata 2011
Martina Takes the Results Back to Giorgio

• Martina is Happy – intuitions are confirmed - social

media analytics will pay off for Brizio Fashion

< 34 >
© Teradata 2011
iPad Results for Trentino Handbag

• Based on the good buzz for Trentino

Handbags, Matt increased the price
starting in week 2
• This provided additional margin
• By using social media insights, Matt
added $72,000 in revenues

< 35 >
© Teradata 2011
iPad Results for Abruzzo Cosmetics

• Based on the bad

buzz and sales for
Abruzzo Cosmetics,
Matt dropped the
price starting in
week 2
• This “cleared” the
bad product
• By not re-ordering
replenishments
that wouldn’t sell,
Matt saved Brizio
$27,000

< 36 >
© Teradata 2011
iPad Results for Florentino Perfume

• Cody’s campaign to the encourage FashionFluencers to buy and

tweet/email their followers

Extra Florentino Perfume Units Sold

Social Media Campaign Targeting
Fashionfluencers (FF) - by Week

8,000
FF Cumulative
6,000
Impact
Units

4,000 FF Weekly Impact

2,000

0
1 2 3 4 5 6 7 8
Week

< 37 >
© Teradata 2011
iPad – Twitter Feeds for Brizio

Twitter Feed monitoring of subjects “Trentino”, “Abruzzo”, etc.

< 38 >
© Teradata 2011
 CMO Takes the Results Back to the CEO

Giorgio is happy With the

Results – and he’s keeping
the iPad for himself!

But Martina doesn’t care

because her intuitions were
Right!
< 39 >
© Teradata 2011
Brizio is On To Phase 2

You can do much more with social media analytics...

Deeper insight about targeted customers

A different-than-expected-audience was identified:
• Target audience was 45-54 professional women,
• Early buzz shows that the 25-30 younger
demographic is buying instead – women who need to
look smart in today’s competitive job market

Actionable insight:
• Better bundling of offers e.g., a professional scarf or
other accessory for the work environment

< 40 >
© Teradata 2011
Summary
The Case of the Retail Tweeters

Brizio Fashion wanted to see if Social Media could

make a difference in their sales and forecasting processes

BSI explored 3 hypotheses:

1. Hot buzz – keep pricing high

2. Cold buzz – discontinue product early CASE

3. Fashionfluencers – can drive sales CLOSED
All 3 hypotheses by BSI paid off!

< 41 >
© Teradata 2011