So what are we missing? What\u2019s needed to turn UGC to actionable and easy to consume data for brands?<\/p>\n\n\n\n
What are the benefits of user-generated content?<\/strong><\/h2>\n\n\n\nUGC is first and foremost authentic. The majority of customers share authentic moments and experiences from their lives with the hope to make a difference in their friends and family\u2019s lives through inspiration, lessons learned and spreading the word about what is good or not.<\/p>\n\n\n\n
For example:<\/p>\n\n\n\n
\n- 89% of customers would post about a positive travel destination<\/a> experience<\/li>\n
- 85% of customers would post about a positive dining<\/a> experience<\/li>\n
- 65% of customers would post about a positive health or beauty<\/a> product experience<\/li>\n<\/ul>\n\n\n\n
Since other customers recognize it, 79% of people say UGC highly impacts their purchasing decisions<\/a>. Because of this, brands love it too and encourage customers to leave feedback, comments and ratings. The goal is to encourage eCommerce conversion, website visitor time spent and overall engagement.<\/p>\n\n\n\nWhy is it so hard to leverage UGC data?<\/strong><\/h2>\n\n\n\nUGC is a form of unstructured data. Unstructured means there is no specific pattern to the data. Unlike structured data such as an address or credit card numbers that have a well-known pattern and thus are easily recognizable by technology, UGC can be of different length, structure, format, content etc.\u00a0<\/p>\n\n\n\n
UGC examples could be videos, calls into the service center, online reviews, social media mentions and open-ended survey questions.\u00a0 There\u2019s a huge opportunity to mine this data to gain deep insights into the things that are top of mind to your customers. However what is required here is something that can turn a \u201cfree form\u201d opinion by any customer into a collection of feedback sorted by topics, sentiment, product and brand.<\/p>\n\n\n\n
Let\u2019s look at some examples of topics discussed about a products\/services:\u00a0<\/p>\n\n\n\n
\n- \u201cLike the coffee in this Starbucks location\u201c = Positive mention of Taste for brand Starbucks at Location X = Starbucks\/Location X\/Taste\/Good (+1) positive mention<\/li>\n
- \u201cLove the screen of this Apple iPhone model X Pro\u201d = Apple\/X Pro\/Screen\/Good (+1)<\/li>\n
- \u201cHate the sound of music on the Apple iPhone model X Pro speaker\u201d = Apple\/X Pro\/Speaker\/Bad (+1)<\/li>\n<\/ol>\n\n\n\n
To achieve the above you basically need to transform positive UGC mentioned to +1 on the counter of the brand\/product\/topic catalogue and eventually divide the end result by a counter of both positive\/neutral\/negative mentions of that brand\/product\/topic to define the sentiment<\/a> in the market.<\/p>\n\n\n\nBasically, market sentiment of Apple iPhone X Pro\/Screen = Apple\/X Pro\/Screen\/Good \/ (Apple\/X Pro\/Screen\/Good + Apple\/X Pro\/Screen\/bad).<\/p>\n\n\n\n
The same way eventually all these features discussed are rolled up to provide the sentiment for the entire phone \u2013\u00a0<\/p>\n\n\n\n
Apple iPhone X Pro = Apple\/X Pro\/ALL FEATURES\/Good \/ (Apple\/X Pro\/ALL FEATURES\/Good + Apple\/X Pro\/ALL FEATURES\/bad).<\/p>\n\n\n\n
This way if 79% of customers say good things about Apple iPhone X Pro features, it ranks 79%. If the equivalent Samsung has a 74% rank \u2013 we\u2019ve got a benchmark!<\/p>\n\n\n\n
It\u2019s no secret that understanding customer opinions today relies on human efforts \u2013 data scientists, analysts and IT expert; They train AI machines to search for patterns such as our examples in UGC. Like any other industry that relies on manual labor, it is slow, expensive and eventually doesn\u2019t lend itself to analytics at scale of UGC. Which is why per Nielsen 80% of small to midsize CPGs report that information limits their growth.<\/p>\n\n\n\n
If you could easily leverage UGC, what would you find?<\/strong><\/h2>\n\n\n\nAs you can guess based on the examples above, there is a lot of valuable information in UGC, especially as it\u2019s so authentic. The benefits hidden in this data are typically valuable for these departments and use cases:<\/p>\n\n\n\n
\n- Corporate\/marketing: Complete market mapping. Brand perception. Competing brands perception, trending and new brands<\/li>\n
- Product management, product marketing, quality assurance: Product usage feedback, new product launch, competitor product usage feedback, customer wish lists, new products in the market, new brands<\/li>\n
- Customer service: Service and support feedback, warranty feedback, return and refund experiences<\/li>\n
- eCommerce, marketing: Shopping experience, inventory, shipping, packaging, as advertised<\/li>\n<\/ul>\n\n\n\n
Considering how competitive consumer markets are today, you can easily draw the line between the above types of insights and business growth.<\/p>\n\n\n\n
What to look for in UGC Analysis solutions?<\/strong><\/h2>\n\n\n\nThere is a new and rare breed of fully automated solutions, ones that can tackle UGC and turn it into granular business intelligence. To truly understand consumers today the requirements from a modern Customer eXperience (CX) or Voice of the Customer (VoC) analytics solution are:<\/p>\n\n\n\n
\n- Self-service for business users \u2013 no experts, predefinitions, workflows definitions, etc.<\/li>\n
- Intelligent \u2013 will identify topics, trends and issues for you<\/li>\n
- Holistic \u2013 will show you one picture for all data sources or languages<\/li>\n
- Accessible \u2013 no middlemen, usable by every business role<\/li>\n<\/ul>\n\n\n\n
For a more detailed discussion see our post on the makings of an actionable CX Analytics <\/a>\u00a0solution.<\/p>\n\n\n\n![\"\"](\"https:\/\/www.revuze.it\/wp-content\/uploads\/2020\/06\/ugc-analysis-1024x496.png\")
<\/figure>\n\n\n\nConclusion<\/strong><\/h3>\n\n\n\nUGC is here and is growing in strength and influence. Customer love it and because of that brands love it, too. So, it is here to stay. With the right solution, you can turn it into a powerful benchmarking solution for your organization, helping departments such as marketing, product, service, sales and eCommerce make competitive decisions faster and with a better hit rate.\u00a0<\/p>\n\n\n\n
This is good news for brands as the data now exist for them to leverage it, and the tools to turn this data into insights exist as well. You just need to select them carefully so they can move your business departments forward instead of becoming a liability on your IT department.Revuze is an innovative software vendor that addresses just this with the first self-training, low touch Voice of the Customer solution that can mine customer data such as UGC automatically and serve back business insights. To find out more reach out to us here<\/a>.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"UGC is first and foremost authentic. The majority of customers share authentic moments and experiences from their lives with the hope to make a difference in their friends and family\u2019s lives through inspiration, lessons learned and spreading the word about what is good or not.<\/p>\n","protected":false},"author":17,"featured_media":6682,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/posts\/3551"}],"collection":[{"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/comments?post=3551"}],"version-history":[{"count":0,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/posts\/3551\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/media\/6682"}],"wp:attachment":[{"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/media?parent=3551"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/categories?post=3551"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/tags?post=3551"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
Since other customers recognize it, 79% of people say UGC highly impacts their purchasing decisions<\/a>. Because of this, brands love it too and encourage customers to leave feedback, comments and ratings. The goal is to encourage eCommerce conversion, website visitor time spent and overall engagement.<\/p>\n\n\n\n UGC is a form of unstructured data. Unstructured means there is no specific pattern to the data. Unlike structured data such as an address or credit card numbers that have a well-known pattern and thus are easily recognizable by technology, UGC can be of different length, structure, format, content etc.\u00a0<\/p>\n\n\n\n UGC examples could be videos, calls into the service center, online reviews, social media mentions and open-ended survey questions.\u00a0 There\u2019s a huge opportunity to mine this data to gain deep insights into the things that are top of mind to your customers. However what is required here is something that can turn a \u201cfree form\u201d opinion by any customer into a collection of feedback sorted by topics, sentiment, product and brand.<\/p>\n\n\n\n Let\u2019s look at some examples of topics discussed about a products\/services:\u00a0<\/p>\n\n\n\n To achieve the above you basically need to transform positive UGC mentioned to +1 on the counter of the brand\/product\/topic catalogue and eventually divide the end result by a counter of both positive\/neutral\/negative mentions of that brand\/product\/topic to define the sentiment<\/a> in the market.<\/p>\n\n\n\n Basically, market sentiment of Apple iPhone X Pro\/Screen = Apple\/X Pro\/Screen\/Good \/ (Apple\/X Pro\/Screen\/Good + Apple\/X Pro\/Screen\/bad).<\/p>\n\n\n\n The same way eventually all these features discussed are rolled up to provide the sentiment for the entire phone \u2013\u00a0<\/p>\n\n\n\n Apple iPhone X Pro = Apple\/X Pro\/ALL FEATURES\/Good \/ (Apple\/X Pro\/ALL FEATURES\/Good + Apple\/X Pro\/ALL FEATURES\/bad).<\/p>\n\n\n\n This way if 79% of customers say good things about Apple iPhone X Pro features, it ranks 79%. If the equivalent Samsung has a 74% rank \u2013 we\u2019ve got a benchmark!<\/p>\n\n\n\n It\u2019s no secret that understanding customer opinions today relies on human efforts \u2013 data scientists, analysts and IT expert; They train AI machines to search for patterns such as our examples in UGC. Like any other industry that relies on manual labor, it is slow, expensive and eventually doesn\u2019t lend itself to analytics at scale of UGC. Which is why per Nielsen 80% of small to midsize CPGs report that information limits their growth.<\/p>\n\n\n\n As you can guess based on the examples above, there is a lot of valuable information in UGC, especially as it\u2019s so authentic. The benefits hidden in this data are typically valuable for these departments and use cases:<\/p>\n\n\n\n Considering how competitive consumer markets are today, you can easily draw the line between the above types of insights and business growth.<\/p>\n\n\n\n There is a new and rare breed of fully automated solutions, ones that can tackle UGC and turn it into granular business intelligence. To truly understand consumers today the requirements from a modern Customer eXperience (CX) or Voice of the Customer (VoC) analytics solution are:<\/p>\n\n\n\n For a more detailed discussion see our post on the makings of an actionable CX Analytics <\/a>\u00a0solution.<\/p>\n\n\n\n UGC is here and is growing in strength and influence. Customer love it and because of that brands love it, too. So, it is here to stay. With the right solution, you can turn it into a powerful benchmarking solution for your organization, helping departments such as marketing, product, service, sales and eCommerce make competitive decisions faster and with a better hit rate.\u00a0<\/p>\n\n\n\n This is good news for brands as the data now exist for them to leverage it, and the tools to turn this data into insights exist as well. You just need to select them carefully so they can move your business departments forward instead of becoming a liability on your IT department.Revuze is an innovative software vendor that addresses just this with the first self-training, low touch Voice of the Customer solution that can mine customer data such as UGC automatically and serve back business insights. To find out more reach out to us here<\/a>.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":" UGC is first and foremost authentic. The majority of customers share authentic moments and experiences from their lives with the hope to make a difference in their friends and family\u2019s lives through inspiration, lessons learned and spreading the word about what is good or not.<\/p>\n","protected":false},"author":17,"featured_media":6682,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/posts\/3551"}],"collection":[{"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/comments?post=3551"}],"version-history":[{"count":0,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/posts\/3551\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/media\/6682"}],"wp:attachment":[{"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/media?parent=3551"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/categories?post=3551"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/tags?post=3551"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Why is it so hard to leverage UGC data?<\/strong><\/h2>\n\n\n\n
\n
If you could easily leverage UGC, what would you find?<\/strong><\/h2>\n\n\n\n
\n
What to look for in UGC Analysis solutions?<\/strong><\/h2>\n\n\n\n
\n
<\/figure>\n\n\n\nConclusion<\/strong><\/h3>\n\n\n\n