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MINORITY REPORT IN RESEARCH COMMUNITIES
MEMBER DISENGAGEMENT CAN BE PREVENTEDIN THE FUTURE CAN BE SEEN
prof. Tom De Ruyck – Steven Debaere – Sophie Van Neck – prof. dr. Kristof Coussement
#minorityreport
We seem to have it all ...
@tomderuyck @steven_debaere | @InSites @IESEG
Direct connection with consumers
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
Anytime Anywhere
insights
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
structural collaboration
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
Communities as an Insight Delivery System
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
1,000+ insights
1,000+ communities
100,000+ participants
1,000,000+ conversations
game changing actions
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
(Ray Poynter, 2016)
5%
70%
2016
2026
as % of MR budget as % of adoption in 2016
clients
suppliers
58%
59%(GRIT Report Q3-Q4, 2016)
And... getting more popular
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
Can we guarantee long-term success?
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
>50%OF ONLINE COMMUNITIES
FAIL TO GENERATE
SUCCESFUL OUTCOMES
(Sarner, 2008)
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
www.consumerconsultingboard.com
#motivation
#incentivation
#moderation
#gamification
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
All after the same participant?
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
Life-time value
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
Low
quantity
1.
Low
quality
2.
PARTICIPATION THREAT
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
PROACTIVE COMMUNITY MANAGEMENT
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
MINORITY
REPORT
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
DETECT
PREDICT
PREVENT
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
DETECT
PREDICT
PREVENT
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
“We see what they see”
DETECT
THE UNTAPPED POTENTIAL OF RESEARCH COMMUNITIES
3 years150,000 posts7 Million data points
Text MiningNatural Language ProcessingBehavioral analysis
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
QUANTITY
QU
ALIT
Y
Low High
Low
High Community Stars
Passivists
High-Potentials
Annoyers
1
2
DETECT
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
DETECT
PREDICT
PREVENT
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
“The future can be seen”
THE BENEFIT OF ARTIFICIAL INTELLIGENCE & PREDICTIVE ANALYTICS
1. %2. Risk indicator
Output
PREDICTION MODEL FOR MEMBER DISENGAGEMENT
PREDICT
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
TIP!Use the prediction model as
a proactive alarm system
FebJan Mar Apr May
PREDICT
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
PREDICTIVE ANALYTICS
PAST FUTURE
QU
ALIT
Y
QUANTITY
Low High
Low
High
87%
32%
81%
20%
27%
79%
12%
91%86%
93%
91%
94%
11%
13%
17%
14%19%
11%
94%
17%
Low quantity risk
Low quality risk
1
2
94%
17%
PREDICT
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
50% 100%
78%71%
….
Low
Quant
Low
Qual
PREDICTIVE ACCURACY
PREDICT
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
RANDOM CHOICE
BAD GOOD
PREDICT
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
ACCURACY
SCALE
SPEED
HIGHLOW
FASTSLOW
SMALL
MODEL VERSUS MODERATOR
BIG
DETECT
PREDICT
PREVENT
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
“Murder can be prevented”
prediction model
framework
CRM info
prevention suggestion
1 2
HUMANMACHINE MACHINE
interpretation
action
3
PREVENT
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
QU
ALIT
Y
QUANTITY
THREE-STAGE APPROACH
IDENTIFY CONTEXTUALIZE FINALIZE
Badges
Secret room
Motivational emails
PREVENT
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
1-on-1 attention
Financial payout
Refresh
…
ENGAGEMENT STRATEGIES
TIP!
Don’t reinvent the wheel. But
focus on personalization and
use existing methods for the
right participant at the right time
MINORITY
REPORT
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
1
2 CO-CREATION IN MULTIDISCIPLINARY PROJECT TEAM
ADOPTION
NEED FOR WHITE BOX PREDICTION MODEL
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
LOST OPPORTUNITY?
Low High
QUANTITY
QU
AL
ITY
StarsPotentials
Passivists Annoyers
Low High
QUANTITY
QU
AL
ITY
StarsPotentials
Passivists Annoyers
30 5
10 48
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
Human-machine collaboration
Artificial intelligenceAugmented human intelligence
FUTURE-PROOF
MINORITY REPORT IN RESEARCH COMMUNITIES
MEMBER DISENGAGEMENT CAN BE PREVENTEDIN THE FUTURE CAN BE SEEN
prof. Tom De Ruyck – Steven Debaere – Sophie Van Neck – prof. dr. Kristof Coussement
@InSites @IESEG
#minorityreport
