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Semantic Enterprise: the speech by Daniele Lombardo at the Digital Communication Forum

Semantic Enterprise: the speech by Daniele Lombardo at the Digital Communication Forum

31-03-2010

Following is an summary account of the speech delivered by Daniele Lombardo of AlmavivA Consulting: on "Semantic Enterprise: a practical application in support of the net reputation", last February in Milan, at the Digital Communication Forum

Semantic Enterprise: the speech by Daniele Lombardo at the Digital Communication Forum

Following is an summary account of the speech delivered by Daniele Lombardo of AlmavivA Consulting: on "Semantic Enterprise: a practical application in support of the net reputation", last February in Milan, at the Digital  Communication Forum, the annual event for promoting the development of digital communication, as a lever for business innovation and simplifying people’s lives.

 
Daniele Lombardo is currently at the head of the New Markets and Business Alliances department at AlmavivA Consulting and is responsible for developing and proposing Semantic and Social Media Marketing solutions.
 
"The digital wave we are now surfing has radically transformed brand/customer dynamics and related communication paradigms. The over two hundred million blogs hosted by the Web, the constantly increasing social networks with hundreds of millions of inhabitants”, and all the digital platforms where consumers exchange opinions and experiences encompass a huge amount of data and information that businesses must absolutely understand and exploit.
 
According to authoritative sources, 35% of those who communicate on the Web speak of businesses and the quality of products and services, and the people reading this information thinks it is useful for making a purchase decision in 75% of cases.
Moreover, it is a well known fact that a single negative comment posted on the Web, with respect to the quality of a product, can multiply in next to no time, triggering a chain effect that is capable of seriously jeopardizing the value of a brand and the reputation of a business.
 
Measuring the “sentiment” people have with respect to a brand or a product – i.e. whether it is positively or negatively viewed or considered – can help immediately identify any potential criticalities, thus enabling the timely introduction of measures to improve the marketing and production processes and increase customer satisfaction.
Listening to and understanding the great amount of information exchange with customers by means of multi-channeling (via the WEB, but also emails, call centers, ...), however, is rather complex. The quantity of available data is enormous and really interesting information is sometimes hidden away in “places” that are hard to track down and find, and the language used too is sometimes hard to understand: interpreting and classifying information can be time consuming and require a great effort.
Therefore, it is necessary to have the use of flexible and effective tools for collecting and classifying information quickly and reliably, so as to be able to focus on the high added value part of analysis and marketing intelligence.
 
AlmavivA Consulting, thanks to its dedicated laboratories, has developed solutions based on new-generation semantic and ontological technologies, capable of interpreting information regardless of the source and format and transforming it into knowledge for businesses. The semantic-ontological technologies understand natural language, even when it is not standardized, and classify information of any kind, making subsequent research and analysis easy and immediate and thus optimizing the marketing and CRM processes and creating a competitive edge.
 
In ultimate analysis, it is possible to build a picture of the sentiment relating to a certain product or service, carry out analyses and benchmarking operations with respect to the competition, pick and choose among the concepts one wishes to measure (e.g. service quality, cost, customer satisfaction, ..), select and analyze the different sources (blogs, forums, communities, …) or any special “influencers”, correlate the information flowing through the different channels (WEB, mail, ...), identify any customers risking churn and measure customer satisfaction.
Businesses can thus acquire tools for analyzing “destructured” data and all the information generated inside and outside the business itself, transforming this new and fascinating open ecosystem into a comprehensible universe that is extraordinarily useful for protecting a brand and improving customer experience."