Short Description: Social Customer Relationship Management (CRM) means using the Social Web for customer inter-action. To monitor and analyze the big data emerging in the Social Web, a variety of software tools enables various degrees of automation. They allow first insights into the discussions between Social Web users and provide also information for the improvement of customer services. However, CRM processes often require more specific information and many standard tools quickly reach their limits and the desired information can only be retrieved by a manual analysis.
The tutorial will address the strengths and limitations of these tools in a hands-on training. It will demonstrate how information is extracted from the Social Web with free and professional tools as well as basic methods for standard and advanced analysis. In four lessons the participants will learn how to configure such tools, to interpret the retrieved information, to configure own solutions with the help of BI technology and how to apply advanced methods for the identification of clusters and influencers with the help of Computational Intelligence Methods.
The tutorial aims at professionals that aim to explore the possibilities of turning Social Media data into knowledge for their CRM processes as well as researchers and students that desire to use data from Social Media in their studies. The demonstrations aim to provide the audience with hands-on knowledge for daily work and to give an outlook on current developments that allow for deeper in-sights into Social CRM processes.
The tutorial is supported and co-organized by the Social CRM Research Center (SCRC) in cooperation with the partner universities from the DAAD project “German-Brazilian Partnerships for Social CRM”.
Olaf Reinhold is research assistant and project manager at the Information Systems Institute of the University of Leipzig. He has a degree in Business Information Systems and is a Ph.D candidate. His research areas are customer relationship management, with a special focus on social media, community management, CRM technology and Social CRM analytics. He is also member of the Social CRM Research Center and was organizer of several conference workshops such as iCRM 2016 at BIS 2016 or WebMedia 2015.
Frank Stumpf is a Software Engineer and Professional Scrum Product Owner at IT Sonix custom development GmbH, where he is currently working on a project concerning the improvement of metadata quality of books, based on the analysis of full texts. He has a degree in computer science of the University of Leipzig and is currently working on his PhD thesis in the field of knowledge extraction from texts. His research interests are natural language processing, semantic web and machine learning.
Fábio Lobato is a lecturer at the Engineering and Geoscience Institute of the Federal University of Western Pará (UFOPA), in Brazil. He´s alumni of UFPA, receiving bachelor´s in Computer Engineering (2010); and the Master´s (2011) and Ph.D. (2016) in Applied Computing for Electric Engineering. His Ph.D. had a collaborative period at the University of Kent, in the United Kingdom. Fábio Lobato belongs to the staff of the Laboratory of Computational Intelligence and Operational Research from Federal University of Pará (UFPA) and is research partner of the Social CRM Research Center from University of Leipzig, Germany. His research interests are related to the areas of data mining for decision support, social networks, and electronic markets.
The tutorial is also supported by:
Matthias Wittwer (Leipzig University)
Finn Jessen (Leipzig University)
Marcia Fontes Pinheiro (Universidade Federal do Pará)
Session 1 – Introduction into Social CRM Analytics (0,75 hour)
In the first session, the concept of Integrated Social CRM and the relevance of structured and unstructured data for CRM processes is introduced as a basis for the following lessons. The audience will obtain an overview on the requirements and processes of Integrated Social CRM approaches and typical analysis tasks in the three fields marketing, sales and service.
Session 2 – Basic analysis of social media data with Social Media Monitoring and Business Intelligence tools (0,75 hour)
In the third part, the tutorial will present different systems for Social Media Monitoring/Business Intelligence and how to configure queries as well as how to interpret and optimize the results. The participants will learn about free available systems as well as professional high-end systems during the lesson.
Session 3 – NLP and Supervised Machine Learning and its application in Text Analysis (2,5 hours)
In the second session of the tutorial, several techniques of text mining and supervised machine learning, especially artificial neural networks, will be discussed and explained how they can be used for the analysis of texts. Theoretical aspects are covered as well as the practical implementation within small showcase projects in the field of social media.
Session 4 – Advanced individual evaluation of Social Media Content with Computational Intelligence (2 hour)
The last session will present advanced methods for identifying influencers and interest groups with the help of Computational Intelligence. The participants will learn how to use freely available tools with their individual Social Media databases.