- Welcome and thank you for your interest
in how to know your customers
with social and web insights.
I'm Anantha Ramachandran,
the global product marketing manager
for Dynamics 365 AI for Market Insights.
- And I'm Kishore Mantravadi, program manager
in Dynamics 365 AI for Market Insights.
- Thank you again for joining us today.
During this presentation we're going to share
some information about key challenges
businesses face in trying to understand
what their customers or competitors
are doing in their market.
We will give you a high-level overview
about the recently released public preview
of Dynamics 365 AI for Market Insights.
We will also show you a short demo
of this application.
And then we will leave you with enough information
to learn more and try the public preview
and take the next steps
to know what your customers are saying,
seeking and feeling in your markets.
Businesses face many market challenges.
Especially teams such as the marketing teams,
social media teams and product teams,
find it tough to know what their customers
and competitors are doing in their markets.
Challenges such as
they have siloed social and web insights.
The insights that you get based on observing
what customers are doing in social channels
may be different than the insights that you observe
based on what the same customers
are doing in search platforms.
These teams also miss several opportunities
to track and improve brand reputation,
and also, track and improve
and strengthen customer relationships.
Teams also get challenged because
they're not able to easily track market trends
or the intent behind customers
changing requirements or market trends.
These challenges prevent these teams
from making smarter decisions,
and knowing what their customers want,
and driving business wins.
The main reason why businesses face
these challenges is because
they have disconnected tools,
processes and teams
to manage customer engagement
and track market activities.
To address the challenges of these businesses
and to enable these businesses,
Microsoft has recently released
the public preview of Dynamics 365
AI for Market Insights.
This AI-powered business application
is essentially the combination
of the capabilities of the Dynamics 365 platform
plus the capabilities of Microsoft Social Engagement,
another business application,
and then Bing Search.
The combination of these capabilities
is what enables marketers to know
what their customers and competitors are doing
using the AI capabilities
in Dynamics 365 AI for Market Insights.
This application can help these teams
get complete insights.
Essentially it can help these marketing,
social media and product teams
to know their customers better,
build your brand, gain competitive advantage,
and support the unique needs of these businesses.
The key capabilities of this business application
help marketers to get search insights
based on what their target audience
are doing on Bing Search.
Marketers and product teams can also get
demographic insights and historic insights
to align their marketing
and product development activities.
The application also offers
the ability to get social insights.
Teams can easily understand
the sentiment based on all conversations
that are happening in the social spheres
for the topics of your interest.
In addition to understanding the sentiment,
you can also easily drill down
and identify the intent
behind all these conversations.
Teams can also easily track
and improve brand reputation.
For example, you can easily identify
and engage with influencers and experts
who can help you amplify you digital wise
and strengthen your brand reputation in the market.
The application also enables teams to deliver
intelligent social care on any channel.
You could use their workflow, automation
and collaboration capabilities
to strengthen customer relationships
and resolve customer problems.
The application also offers
social selling capabilities.
Sales and marketing teams
can easily share content
to build credibility.
They can gather intelligence
based on what's happening in their market.
They can also source high-quality leads
and automatically create leads
based on social conversations that they see
relevant to their topics.
These are some of the key capabilities
that will enable the marketing,
social media and product development teams.
The compiling capabilities of this application
offer unique value to a lot of customers
who want to improve customer engagement
and improve brand reputation.
For example.
Teams can easily get notified
for social and web trends
with customizable email alerts.
Teams can easily drill down
to find the conversations
that matter the most for your business
through Analytics widgets.
You can also easily route posts
requiring attention using intent analysis.
Teams can easily build brand reputation
through sentiment analysis.
It's going to be easy for you to identify
and engage with influencers and AI experts
to build your brand reputation.
The application empowers employees
not just with insights
but also guidance on next best action
through an easy-to-use-platform
and highly configurable business application.
These capabilities enable marketing teams,
product teams and social media teams
to know what their customers and competitors
are saying, seeking and feeling in their markets.
So that was some high-level information
about challenges that businesses
such as yours face, and a quick overview
of Dynamics 365 AI for Market Insights.
Now I'm going to request Kishore
to show us a demo.
Kishore, take it away from here.
- Thank you, Anantha.
I'll take you right into the demo
and show you how the application works.
Getting started with the application
is really easy.
All you have to do is type in your brand,
product or keyword for which
you would like to get insights
and understand what people are saying.
Let's try Dynamics 365 AI.
As soon as you hit Search we will retrieve
a set of sample tweets that you can review
to make sure this is what you're looking for.
Once you confirm go ahead and click Continue,
and we will immediately set up the topic
and start retrieving historical data.
While the data is being loaded
you can notice that we're on the Home page
where you can get information about the product,
as well as information on getting help
and how to contact us.
Once the data is loaded
just hit Let's go,
to get to the application.
Where you're given a tour of the application.
Click through the Next button here
to see all the different areas of the application.
Close the tour to get started
with the topic we just created.
As you can see, this dashboard gives you
insights on various dimensions.
Let's start at the top.
You can see at the top of the application
that the topic Dynamics 365 AI
is what you're looking at here.
You can also see the date range
for which the data is being shown,
and notice that we have 241 posts
that we have retrieved for this date range.
On the dashboard itself, you can see
various charts displaying
insights on different dimensions.
The Volume history chart
shows you the volume of posts
as well as searches for Dynamics 365 AI
for the given timeframe.
On the Volume history chart you can see
that there've been several spikes
both in social as well as search
in the past few days.
In addition to the Volume history chart
we also have charts to show you
where the conversations have happened,
as well as from Bing Search
Age and Gender widgets.
These two will just give you information
on the demographics of the people
who are searching for Dynamics 365 AI.
In the Age chart, we can see that
most of the people who are searching
for Dynamics 365 AI
are in the age range of 18 to 54.
From a gender perspective we can see that
most of the people who are searching
for Dynamics 365 AI are male.
These are the insights that will help you
understand your target audience
in terms of the demographics.
What makes this application powerful
is the ability to interact,
slice and dice and drill down,
to understand what's really going on
on the market in terms of
what people are saying on social
and what people are searching for on the web.
Click on any of these charts
to really see what's going on.
For example, let's click on this spike right here
on the Volume history chart
to see what happened there
causing the big spike.
When you click on that
the dashboard automatically refreshes
to show you that specific day
what's happening on social and web.
Scroll to the right to see
the phrases widget that tells you
the most important phrases that are being
discussed on the social media.
This gives an insight in terms of
what happened that day causing that spike.
You can notice that there're several phrases in here
showing you that there was some announcement
that probably was made.
To verify, click on the Posts here
to see the actual posts
that were published on that day,
and it confirms that people have been talking
about the announcement of the public preview
of the AI business applications.
Go back to the Analytics
and you can notice that we see
positive sentiment for the announcement.
We do sentiment on a scale of minus 10 to plus 10,
plus 10 being all positive.
You can see that the announcement
was very well received on social media
and we have a high percent positive sentiment.
In addition to the Overview dashboard,
notice that we have additional dashboards
for conversations, sentiment,
location, and sources.
The Conversations dashboard gives you insights
on what people are saying on social media.
Here, we use text analytics
to not only show you the top phrases
that are being mentioned in the conversations,
but also use AI best techniques
to understand intentions.
You can see that of the 46 posts
that we got last week for Dynamics 365 AI,
10 of them have
an information request intent on them.
These are posts where people are asking
for additional information
regarding Dynamics 365 AI.
Click on the Information request
to filter on those 10 posts,
and then we can click on the posts
to see what those 10 posts were
which had Information request on them.
You can see the posts that have been tagged
with Information request in this list.
Notice that we see a post from Charles
who's posting about Dynamics 365 AI
for Market Insights.
Also notice that this post
has been automatically tagged
with the Information request tag.
And you have the Check
and Delete buttons in here.
If you remove this tag,
this goes as feedback to our AI model
to understand that you do not want
these kinds of posts to be tagged
as Information request in the future.
However, I think this is valid information request
so I'm going to check this box
to indicate to my AI model
that these kinds of posts are indeed
information requests and treat such posts
in the future as information requests.
You can also add custom tags
by clicking the plus button here
and putting in any tag
in terms of how you want
to categorize this post.
Let's say we also want to categorize
this post as market insights.
Once you put in this tag Market Insights
and you tag several posts like this
as Market Insights, the system can automatically
learn and tag future posts
that look like this automatically
with the Market Insights tag.
This way you can have your own categorization
and build automatic models that can identify
and tag with your own custom tags.
Also notice that there're several actions
available on this tweet.
As you can see, the application
not only gives you insights
but also gives you the ability
to take actions on those insights
by showing you the posts and the post actions.
Here on this tweet I can reply, retweet,
like, or even share this tweet
on my own personal social accounts.
I can also assign this tweet
to somebody in my organization
to take further action.
For example, I can assign this to myself.
And then I can also set a label to track this post.
I can set this as Waiting for customer input
because I want to respond back to Charles
and ask him how you would like to proceed further.
I can also link this to Dynamics 365 as a lead.
Click Create to create a lead
in your Dynamics 365 marketing application
and have your marketing team
follow up with Charles.
You can also reply to Charles
to directly engage with him.
Type in your message for Charles
and also check the box to send
a private message link to Charles
so that you can have a private conversation
with Charles regarding his request.
The app can also help you identify influencers
and start following them.
For example, if we wanted to follow Charles
simply click on the Profile icon next to Charles,
to see the Author Details page.
And here you have the option
to directly make a connection with Charles.
To connect my social profile to Charles,
I can select the social profile
and then click follow
to start following Charles.
This is how you can
from within the application
identify your influencers
and also start following them.
Now let's take a look at the other dashboards
starting with Sentiment.
The Sentiment dashboard gives you insights
into how people are feeling
about your product or brand.
In this case, how people feel
about Dynamics 365 AI.
On this dashboard, you can see
where the conversations are happening
in terms of positive and negative sentiment on a map,
as well as see the sentiment history overtime.
As you can see, for Dynamics 365 AI for last week
the sentiment is overall positive,
and you can also see that on this day
there's been a lot of positive posts
that have been posted.
You can also see on this dashboard
who your top fans and top critics are.
And you can also see
the positive and negative phrases
that people use when posting
positive and negative messages.
Moving on to the Location dashboard.
Here you can see insights on location.
We can see on a map
where the conversations are happening
around Dynamics 365 AI.
We can also see the sentiment by country/region,
as well as the top cities
where the conversations are happening,
and the phrases by country and region
so that you can see for Dynamics 365 AI
by country what are the top phrases
that are resonating with your audience.
Finally, the Sources dashboard
gives you insights in terms of
the conversation happening on various sources,
from blogs to Twitter to videos
and Bing Search as well.
You can notice that blogs and Twitter
is where most of the conversations
are happening for Dynamics 365 AI.
Additionally, you can also see
the volume change by source,
which tells you which sources
have been getting a lot of buzz lately,
as well as the top phrases by source
so you can understand what is resonating
with your audience on various sources.
So, that's a quick overview
of our Analytics application
that gives you insights on various dimensions
in terms of what people are saying,
seeking and feeling about your product
or brand or a topic of interest to you.
Now let's take a quick look at
how you could set up additional search topics.
Click on the Search Setup button here.
To create a new search topic,
click on the Add New Topic button.
Here you can provide a name for your new topic.
Let's say we want to create a topic
for Dynamics 365.
You can choose the category for this topic
and you can pick the rules
that you want to set up for this topic.
We have several rules to choose from
starting with the Keywords rule
where you can provide specific keywords
and we will pull in all search queries
as well as social data
that contain those keywords.
You can set up Facebook page rule
to pull data from any given Facebook page,
and Twitter rule to pull data
from any given Twitter handle.
We similarly have LinkedIn, YouTube rules
to pull in data from those sources as well.
In addition, you can also set up custom sources
to pull data from blogs or web pages
that support RSS feeds.
Finally, you can also set up Private messages rule
to pull direct and private messages
from Facebook and Twitter.
Let's start with a simple keyword rule.
Add a keywords rule by typing the keyword
for which you would like to pull
search queries and social data.
Let's say we want to pull data
for every tweet or search query
that contains the keywords Dynamics 365.
Use inclusions and exclusions
to further narrow the data
that we pull in for Dynamics 365.
For example, in Inclusions,
you can type in Microsoft
to ensure that we only pull in posts
that contain Dynamics 365
as well as Microsoft.
Next, click Apply
to perform a quota check,
which gives you an estimate
of how many posts you can expect per month.
In this case, you can see that
we're within our quota limits.
You can also see some of the sample tweets
that will be pulled from the social media.
Next, click Save to save the search topic,
and now you're ready to go
to start getting insights on Dynamics 365.
Finally, let's look at how we can
set up alerts to stay on top
of what's happening on social media.
Select Alerts from the top navigation bar
and go ahead and add a new alert
by clicking the Add New Alert button.
Let's say we want to be alerted
whenever somebody posts a purchase
or an information request intent
regarding the Dynamics 365 topic
that we just created.
Give the alert a name.
Let's call it Dynamics 365 Info or Lead.
We have two alert types,
trend alert and post alert.
In this case, let's pick Post alert
because we want to be notified
whenever there's a new post
containing an info or a lead request.
Trend alerts are for getting aggregate statistics.
For example, if you want to be notified
whenever there's a sudden spike
in volume or sentiment,
you will pick the trend alert.
After we select the post alert
we can select the email recipients
in terms of who will actually get this alert.
Let's say we want the alert to be sent to John.
Next, select the filters to apply
for this alert.
As mentioned, we want to get the alert
whenever there is an information
or a purchase request for the Dynamics 365 topic.
So I set the Dynamics 365 topic,
and then I set the filters here
for the intentions Information request
as well as Purchase.
Next, I save the alert,
and now I have my alert ready
and I'll get notifications via email
every time somebody posts
in the Dynamics 365 topic
that has an information or a lead intent.
In closing, market insights can help you
know your customers better,
better know what they say, seek and feel
on social media and web search.
It helps you build your brand
by understanding sentiment,
identifying and connecting with influencers.
And you can gain competitive advantage
by staying on top with alerts,
AI-based insights on your brands,
competitors or any topics of choice,
and connecting to your Dynamics 365 data.
Thank you for watching
and back to Anantha.
- Thank you, Kishore.
Dynamics 365 AI for Market Insights is available
in all these countries and languages.
We now request you to visit our web page
to learn more and sign up
and try this public preview.
Technical details about how this application works
is available in our Help pages.
If you have any questions, please feel free
to engage in our Community forum.
We want to enable every business
to know what their audiences are saying,
seeking and feeling in their market.
Dynamics 365 AI for Market Insights
can help you with that.
We request you to try the public preview.
Thank you so much
for your time and interest today.
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