SMU-SAS Competition

Optimizing the Go-to-Market Strategy in a competitive market space.

Ranon Sim Vincent Tatan Smeet Malvania

TriSAS

What specs dominate sentiment?

Who are our target reviewers?

When to release the product?

Release Strategy

PythonSAS

Enterprise Miner

SAS Enterprise

GuideSAS Visual Analytics SAS JMP Pro

TOOLS USED

1 2 3

Release Strategy

What Who When

DATA PREPARATIONExploratory

Data Analysis

(Data Manipulatio

n and Cleaning)

Sentiment Analysis

(Using TextBlob)

Stratified Sampling

Topic Extraction

Python SAS EM/TM SAS EM/TM(Phone vs Tablet)

Transform Data for Research Questions

Dominant Topic ExtractionPrincipal Component

AnalysisSAS VA Dashboard to drill

down

Release Strategy

What Who When

Review text

Topics about specs

Dissatisfaction Satisfaction

1. What device specifications should be present in my next product offering?

a. What are the specs that lead to satisfaction and dissatisfaction?

b. What specifications exist in particular product models that are more/less popular?

c. Are there any trends in the release of specifications?(predictive)

Companies

Models, Actual Specs and Trends

FilteringDominant topics: → Hand picked, Specs relateddevice_release_year → 2009-2014 (2015 is stopped halfway)

Grouping Product Type: Phone and Tablet

SelectionPolarity: Dissatisfied, Neutral, Satisfied, Very Satisfied

Release Strategy

What Who When

Sentiments Phone Tablets Models, Specs and Comparison

Dissatisfaction

TOPICS

1.+screen,+touch,+work,+touch screen,+big

2.+camera,+front,mp,+quality,+front camera

3.battery,+life,battery life,+backup,+battery backup

1.+screen,+touch,+work,+touch screen,+big

2.+battery,+charge,+day,+hour,+last

3.+battery,+charge,+day,+hour,+last

BRAND

1. Micromax2. LG3. Lenovo

1. Lenovo2. Samsung3. Apple

Satisfaction

TOPICS

4.+camera,front,mp,+quality,+front camera

5.+memory,+card,internal,+gb,apps

6.battery,+life,battery life,+backup,+battery backup

4.+battery,+charge,+day,+hour,+last

5.+screen,+touch,+work,+touch screen,+big

6.battery,+life,battery life,+backup,+battery backup

BRAND

1. LG2. Micromax3. Huawei

1. Lenovo2. Samsung3. Apple

Mixed Reviews

Screens, Camera, and Battery are the most relevant specifications to focus on for the next product

release

Release Strategy

What Who When

Brands

Reviewers

Subjectivity / Posted Time

2. Who are the most suitable reviewers to employ as part of my test/marketing strategy?

a. Which brands’ reviewers am I interested in?b. Which reviewers are objective in their assessment? What’s their occurrence pattern like? c. What are the specific brands a particular reviewer has reviewed and what are the models he/she has reviewed? d. What can be deduced from the nature of the reviews? (is there a skewed sentiment/polarity; are the actual reviews informative?)

e. How does the polarity of each brand reviewed vary over the specified posted time period?

Polarity over time (Grouped by Brand

Name)

Choice of Reviewer

FilteringSubjectivity

(Informational)Grouping

Brand NameSelection

Polarity, Brand Name, Subjectivity, Posted Time

Polarity

HierarchyUser Name -> Brand

Name ->Model Name

CategoriesBody, Model (list table) ,

Polarity, Username, Posted Name

Release Strategy

What Who When

Subjectivity Level Satisfaction Level Time Period0-0.5 All Ranges 01-Jan-2010 – 31 Jul 2015

Invite them for focus group discussions

FINDINGS Tcool* Egyptian* Sam* Zyper25 Raj

Posting Frequency 109 80 69 62 49

Top Reviewed Brand / # Reviews

Huawei92

Lenovo 80

Microsoft17

Lenovo62

Microsoft17

No of models reviewed 5 1 12 1 15

Average Subjectivity 0.14687 0.15637 0.10723 0.18542 0.08192

ASSESSMENT

• They all appear to be relative informative given the average subjectivity. • We could engage these two to be part of a focus group discussion to test and feedback on products before their release. • These groups can include both positive and negative reviewers (as long as they show interest in the product

Release Strategy

What Who When

3. When is it best time to release a new device into a market?

a. What are the observable trends in sentiment levels for reviewers?

b. Is there a time when tablets are more popular than phones?c. Is there a time when big players dominate?

FilteringSubjectivity -> (Informational)

Near Release Date reviews → Range of

release date and review post date < 3

months (90 days)Grouping

Polarity (pie chart) Categories

body, model (list table) Posted time (line chart)

Release Date (line chart

SelectionPolarity : Dissatisfied,

Neutral, Satisfied, Very Satisfied (pie chart

selection) Brand_Name (text input)

Subjectivity (slider)Posted_Time (of review)

 (slider)Hierarchy

month --> Product Type ->Brand Name → Model

Name

Distribution of Review Satisfaction

Validate with Cyclical Model releases

Drill down to product review distribution

Companies which champion release times

Release Strategy

What Who When

November is a good time for Apple releases

May and November are the best times for release

Tablets are more popular during May and November by a ratio of 3:2

Lenovo, Samsung and Huawei do well in May, whereas

Apple dominates in November

Release Strategy

What Who When

By answering the What, When, and Who questions, we can gain powerful insights that grant us a competitive

edge in our next release.Mixed Reviews for Samsung, Lenovo and Apple (Phones

and Tablets)

Cameras are the cause for satisfaction/dissatisfaction

among phone users

Battery is the cause for satisfaction/dissatisfaction

among tablet users

Best times to release is in May and November

Tablets are more popular during May and November by

a ratio of 3:2

Lenovo, Samsung and Huawei do well in May,

whereas Apple dominates in November

Users such as Tcool and Egyptian’s engagement can be traced to single brands

Top reviewers inspire objective assessment

Brand polarity over time fluctuates for top users

Thank you for your time!