Hearing The Voice of Your Customer

Hearing the voice of your customer
Unvarnished Insight / Actionable Intelligence
Are you seeing what your customers see?
2012 SAP AG. All rights reserved.
A wealth of Insight if you can capture it

Social media sites give those
customers who are most vocal
and most influential a platform to
talk about you: your brands, your
products, your promotions. Where
customers once had a voice, they
now have a megaphone.
A wealth of Insight if you can capture it
Can you extract BIG INSIGHTS

from BIG DATA at the speed of
SOCIAL? Can you meld the world
of the web with internal systems
to glean actionable intelligence
by blending structured and
unstructured data?
SAP rapid-deployment solution for sentiment intelligence

with SAP HANA
TM
Social Media
Sentiment Intelligence
HANA Sentiment
Intelligence RDS
SAP Solutions
UI5/Toolkit, BI, Visual

Intelligence
Insight to Action
SAP Data Services
Other Online Text

Data Sources
Data Extraction Transfer

and Loading (ETL)
SAP HANA
Text Analysis (NLP)
SI Models & Views
HANA UI5/Toolkit (HTML5),

BI Explorer, Visual Intelligence
Accelerate your sentiment intelligence deployment

Whats the value?
Business benefits
Rapidly delivers Sentiment Intelligence
environment on SAP HANA
Affordably priced solution with predictable
costs
Establishes extendable foundation for
sentiment intelligence alongside SAP HANA
an insight-to-action sentiment intelligence
environment to support your market driven
and customer facing planning and actions
In addition gain insights into customer
requests for lead generation,
product/service issue and topics/context
around market sentiments
Measurable success
Up to 4x faster deployment time with less
time spent on installation and configuration
SAP rapid-deployment solution for
sentiment intelligence with SAP HANA
provides prebuilt content, therefore results
can be shared quicker
Fast return on investment
Solution Details
1. Unstructured Data Acquisition
2. HANA Text Analysis
3. HANA Models
4. Insight to Action Views
Solution Details
3. HANA Models
1. Unstructured Data Acquisition - Scope and Benefits

Whats included
Data retrieval from unstructured online sources
Data filtering with customer specific key words, categories,
brands etc.
Pre-configured Search API data harvesting call to Twitter
(pull)
Pre-configured API data harvesting call to Facebook (pull)
Pre-configured API data harvesting call to Google+ (pull)
Pre-configured RSS Feed call to SAP StreamWorkTM
(push)
SAP JAM integration enablement
DataSift and GNIP integration enablement
Configuration guide to harvest unstructured data from
additional/other online sources
Real-time data load
Utilization of standard APIs and feeds
No need for additional 3rd party data collection tools
Business benefits
Out-of-the-box unstructured data load from social media
Twitter, Facebook, Google+ and SAP StreamWorkTM
Customer who want to utilize historical data can integrate
with DataSift and GNIP data provide
Data integration form SAP JAM made easy
Limited TCO for standard integration of social media
Low TCO for adding more/other unstructured data
channels like forums, wikis, blogs, intranet sites, etc.
At the market pulse extraction of data in real-time
1. How it looks like Data Services

ETL Data Flow Covered in SAP Data
Services
Data Services Designer
Data Services Job Server
Data Services Repository
Data Services Designer
Online sources API calls with configurable

search parameters
Data Flow with user defined transforms via

python
Power User Configuration Environment
Easy to use customer specific selection of

online data sources and search terms
Job Schedule for real time data loading
10
Solution Details
3. HANA Models
2. HANA Text Analysis - Scope and Benefits

Whats included
Automatically extract meaning from text data by
structuring it for analysis
Supports data cleansing and matching
Supports all text document types that are HTML,
TXT, or XML
Predefined core entities (who, what, when, where,
etc.)
Predefined voice of customer domain extraction
Open dictionaries and rules allow for domain
customization and customer updates
Natural Language Processing (NLP)
grammatically parses and semantically/statistically
disambiguates text into predefined categories
such as the names of persons, organizations,
locations, expressions of times, quantities,
monetary values, percentages, etc.
Business benefits
Built-in natural language processing
Full linguistic and statistical techniques to make
sure the results which get returned are correct
Benefit from market proven technology utilized in
broad NLP use cases by search engines,
databases, financial news providers, police
agencies, governments, enterprises, etc.
12
2. HANA Text Analysis - What it looks like

Text Data Processing Key Capabilities
Core Entity and Fact Domain Extraction
Customization via dictionaries and rules
Natural Language Processing (NLP)
Named Entity Recognition (NER)
Leverages voice of the customer domain rule set
Sentiment status augmentation on detailed entity

level
13
2. HANA Text Analysis - How it works

Unstructured Text
Structure
Database
1. Extract meaning
2. Transform into structured
data for analysis
3. Cleanse and match
Once structured it can

be
Integrated
Queried
Analyzed
Visualized
Reported against
Unlocks Key Information from Text Sources to

Drive Business Insight
14
2. HANA Text Analysis- How it works

The Entity Extraction transform extracts:
Predefined core entities (who, what, when, where, etc.)
Predefined domains (voice of customer, public sector, enterprise)
Custom entities via dictionaries and rules
15
2. HANA Text Analysis - Core and Domain Extraction

Text Data Processing extracts 2 sorts of elements from text:
Core Entities:
Davey Jones was one of the Monkees.
<PERSON>Davey Jones</PERSON> was one of the Monkees.
Domain Facts:
I love your product.
I <STRONGPOSITIVESENTIMENT>love</SPS><TOPIC> your product </TOPIC>.
16
2. HANA Text Analysis - How Core Extraction Works

This is not a keyword search. Text Data Processing applies full linguistic and
statistical techniques to make sure the entities which get returned are correct.
Grammatical Parsing
Can we bill you?
Bill was the president.
Semantic Disambiguation
I talked to Bill yesterday.
The duck has a bill.
The bill was signed into law.
17
2. HANA Text Analysis Domain Entities

Predefined Domain Extraction of Sentiments, Events, and Relationships
Voice of Customer
Other Specialized Content
Sentiments: strong positive, weak

positive, neutral, weak negative,
strong negative
Problems: impediment with no
workaround
Requests: customer requests
Public Sector: such as personorganization, person-alias, travel

events and security
Enterprise: mergers and acquisitions, as
well as executive job changes
Language Support: English, French,

German and Spanish
Language Support: English;

Simplified Chinese (security only)
These are starter packs that can be built upon for a specific deployment
18
2. HANA Text Analysis Entity Types

38 Predefined Entity Types for English
NAME_DESIGNATOR
TITLE
PERSON
PEOPLE
LANGUAGE
c/o, attn
President
Barak Obama
Greeks
Greek
ADDRESS1
ADDRESS2
LOCALITY
REGION@MINOR
REGION@MAJOR
COUNTRY
CONTINENT
GEO_FEATURE
GEO_AREA
245 First Street Floor

Cambridge, MA
Cambridge
Napa County
Connecticut
Brazil
South America
Mount Fuji
Scandinavia
ORGANIZATION@COMMERCIAL
ORGANIZATION@EDUCATIONAL
ORGANIZATION@OTHER
PRODUCT
TICKER
AT&T
Univ.of Washington
FBI
iPhone
NYSE:SAP
SOCIAL_MEDIA@TWITTER_ID
SOCIAL_MEDIA@TWITTER_TOPIC
CURRENCY
@SAP
#HANA
17 euros
DATE
DAY
MONTH
YEAR
TIME
TIME_PERIOD
HOLIDAY
2/14/2011
Monday
June
2011
3:47pm
3 days, from 9 to 5pm
Memorial Day
MEASURE
PERCENT
217 meters
4%
PHONE
NIN@US_SSN
NIN@FR_INSEE xxx
NIN@CA_SIN
URI@EMAIL
URI@IP
URI@URL
617-677-2030
522-89-2255
Syntactic Entities:
NOUN_GROUP
PROP_MISC
xxx
john.smith@sap.com
165.14.2.0
http://sap.com
big umbrella
Cup o Soup
19
2. HANA Text Analysis - Domain Fact Extraction

Voice of Customer
The following major fact types are classified:
Sentiments: expression of a customers feelings about something
Problems: a statement about something which impedes a customers work
Requests: expression of a customers desire for an enhancement/change
Within each of these rules certain sub entities are classified. Any rule may
have an associated TOPIC sub entity which, in addition to the sub entitles
described on the following slides, describes the person, service, product, etc.
which the sentiment, problem, or request is about.
I hate this book.
I never received the book.
Please send me a new book.
20

Voice of Customer
Within each major fact types, finer-grained sub entities are classified:
SENTIMENTS
Strong Positive Sentiment expression of a strongly positive opinion
great, excellent, love, etc.: Barbara loves SAP.
Weak Positive Sentiment expression of a weakly positive opinion

good, nice feature, fine, like, etc.: I like BusinessObjects.
Neutral Sentiment expression of an opinion which is neither positive nor negative

ok, acceptable, can live with, etc.: Im ok with respect to Xs latest product offerings.
Weak Negative Sentiment expression of a weakly negative opinion

bad, dont like, etc.: I dont enjoy working with company X.
Strong Negative Sentiment expression of a strongly negative opinion

hate, horrible, terrible, unusable, etc.: Their office suite is horrible.
21

Voice of Customer
PROBLEMS
Major Problem: expression describing an impediment the customer cannot work around
crashes, fails, etc.: Your database installer crashed my computer.
Minor Problem: expression describing an impediment the customer can work around
reboot, slows down, etc.: Running X in the background seems to slow down my computer.
REQUESTS
General Request: request for something new or for an enhancement to an existing
product/service/etc.
would like, please create, etc.: I would like a product that will handle my SQL data.
please make x do y, would like, etc.: I would like to have an XI plugin for Excel.
Contact Request: request for direct and immediate contact

Call me now at 555-1212.
Send me information on Text Data Processing.
Contact Info: Phone numbers or e-mail addresses associated with a contact request
Call me now at 555-1212.
22
Solution Details
3. HANA Models
3. HANA Models - Scope and Benefits

Whats included
Pre-configured structured data integration from
SAP CRM, Marketing Campaign/Promotions
Management and Service Management
Mash-up correlation analysis between
campaigns/promotions and service data with
unstructured social media and other text data
Flexible, data source agnostic in-memory
appliance to analyze high volumes of
unstructured and structured data in real time
Includes tools for data modeling, data and lifecycle
management, security, operations
Combines SAP software components optimized
on hardware (blades) provided, and delivered, by
SAPs leading hardware partners.
Business benefits
Out-of-the-box SAP CRM integration with
Campaigns/Promotions and Service Entries
Make smarter business decisions supported by
increased visibility on large volumes of biz
information
React to sentiment status more quickly through
real-time analysis and reporting of structured and
unstructured text data
24
3. HANA Models How it looks like

SAP HANA Key Capabilities
SAP HANA Studio
Pre-defined SAP HANA Information Models
In-memory appliance to analyze high volumes of

sentiment data in real time
SAP HANA Models
Physical column store database tables store the replicated data from Data
Service
Analytic views as multidimensional reporting model, dont store data. Data

is read from joined database tables
Package incl. Schema, Data and Models can be imported and exported
25
Solution Details
3. HANA Models
4. Insight to Action Views - Scope and Benefits

Whats included
Pre-configured analytical content leveraging SAP
HANA UI5/Toolkit (HTML5), Explorer exploration
views and Visual Intelligence
Pre-defined universes
Easy to apply, adopt, enhance and extend
Explorer Views, Visual Intelligence reports,
HTML5 UI
Business benefits
Sentiment analytics consumption with very little end user
training effort
Make smarter business decisions supported by increased
visibility on large volumes of biz information
React to sentiment status more quickly through real-time
analysis and reporting of structured and unstructured text
data
User specific individual reflection of analytical content by the
support of various chart diagram styles and visualization
patterns
Insights into sentiments, requests, issues, topics/contexts,
campaign, service correlations etc.
Rendering on desktop as well as on mobile devices (e.g.
iPad, smart phones)
Direct interaction with social media handles via originating
channels
27
4. Insight to Action Views How it looks like

Sentiment Analysis Information Views
SAP HANA UI5/Toolkit (HTML5)
SAP Explorer Exploration Views
SAP Visual Intelligence
Key Screens
Sentiment Cockpit Overview

Dashboard
Explorer - All Categories

on Mobile (Apple iPad)
Exploration View Sentiment Details,

incl. Geo Locations
28
4. Insight to Action Views HANA UI5/Toolkit (HTML5)
29
4. Insight to Action Views BI Explorer

Sentiment intelligence information views
SAP Explorer
SAP Explorer Exploration Views
Key Screens
Sentiment Overview
Explorer - All Categories
Exploration View Sentiment Details,

incl. Geo Locations
30
4. Insight to Action Views Visual Intelligences
31
SAP Rapid Deployment Solutions

Service Delivery
What is an SAP Rapid Deployment Solution?

SAP Rapid Deployment solutions accelerate on-premise
adoption by providing a modular point solution that
addresses a specific need, with the simplicity of a complete
package of software, services, content and enablement
Rapid Deployment solutions offer flexible and entry-level
pricing, are easy to deploy with fixed-price implementation
services, and are pre-integrated for the future
When customers are looking to adopt new SAP
technologies, such as HANA In-memory, Business Objects
Analytics or the Sybase Unwired Platform for Mobility,
Rapid Deployment solutions help to give customers a clear
starting point to begin innovating incrementally in a low-risk
way, with data and process integrity built-in
33
What is an SAP Rapid Deployment Solution?

Software
SAP RAPID DEPLOYMENT
SOLUTIONS
Quickly address the most urgent business

processes
Content
SAP best practices, templates and tools make
solution adoption faster and easier
Enablement
Guides and educational material speed end
user adoption
Service
Core differentiators
Fixed scope and price provides maximum

predictability and lowers risk delivered by
SAP and certified partners
34
Whats in the package?

RDS Methodology + Content and Enablement = Speed to Value
Start
Deploy
Run
Installation Guide
Kickoff Workshop
Project Plan
Rapid-deployment
Deliverables:
Readiness Check
Check Lists
Support Portal
35
RDS - Speed to Value for Customers

How do we achieve rapid implementations?
# of days:
Traditional
project
Rapiddeployment
solution
10
Prep
Start
20
Business
blueprint
Deploy
Blueprint up to 100% savings

Prescriptive scope
Business blueprint ready to use
Best-practice processes modeled
and described
30
40
50
60
Realization
Run
70
80
Testing
90
100
Go live
Significant reduction in
time and effort compared to
traditional project scope
Realization up to 50% savings
Testing up to 30% savings
Best practice processes already

configured and documented
Delivery through transports and
business configuration (BC) sets
Operational support documents
available
Test-case template supplied

Operations-support template
available
36
Questions?
Thank You!
Paul Mdaille paul.medaille@sap.com

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Unvarnished Insight / Actionable Intelligence

Are you seeing what your customers see?

2012 SAP AG. All rights reserved.

A wealth of Insight if you can capture it

2012 SAP AG. All rights reserved.

A wealth of Insight if you can capture it

Can you extract BIG INSIGHTS

SAP rapid-deployment solution for sentiment intelligence

UI5/Toolkit, BI, Visual

SAP Data Services

Other Online Text

Data Extraction Transfer

2012 SAP AG. All rights reserved.

HANA UI5/Toolkit (HTML5),

Accelerate your sentiment intelligence deployment

1. Unstructured Data Acquisition - Scope and Benefits

1. How it looks like Data Services

Data Services Designer

Data Services Job Server

Data Services Repository

Data Services Designer

Online sources API calls with configurable

Data Flow with user defined transforms via

Power User Configuration Environment

Easy to use customer specific selection of

Job Schedule for real time data loading

2012 SAP AG. All rights reserved.

2. HANA Text Analysis - Scope and Benefits

2. HANA Text Analysis - What it looks like

Core Entity and Fact Domain Extraction

Customization via dictionaries and rules

Natural Language Processing (NLP)

Named Entity Recognition (NER)

Leverages voice of the customer domain rule set

Sentiment status augmentation on detailed entity

2012 SAP AG. All rights reserved.

2. HANA Text Analysis - How it works

Once structured it can

Unlocks Key Information from Text Sources to

2. HANA Text Analysis- How it works

2012 SAP AG. All rights reserved.

2. HANA Text Analysis - Core and Domain Extraction

2012 SAP AG. All rights reserved.

2. HANA Text Analysis - How Core Extraction Works

2. HANA Text Analysis Domain Entities

Other Specialized Content

Sentiments: strong positive, weak

Public Sector: such as personorganization, person-alias, travel

Language Support: English, French,

Language Support: English;

2012 SAP AG. All rights reserved.

2. HANA Text Analysis Entity Types

245 First Street Floor

2012 SAP AG. All rights reserved.

2. HANA Text Analysis - Domain Fact Extraction

2. HANA Text Analysis - Domain Fact Extraction

Weak Positive Sentiment expression of a weakly positive opinion

Neutral Sentiment expression of an opinion which is neither positive nor negative

Weak Negative Sentiment expression of a weakly negative opinion

Strong Negative Sentiment expression of a strongly negative opinion

2. HANA Text Analysis - Domain Fact Extraction

Contact Request: request for direct and immediate contact