Operation Management Term Paper - 4361 Words

Introduction: Operation Management: Operations Management activities are at the core of all business organizations. Main Tenets of Operation Management: * Facility Management * Capacity Planning * Forecasting * Quality Management * Inventory Management * Resource Management Sodexho Dinning Services: Sodexho, Inc. is the leading provider of integrated food and facilities management services in the U.S., Canada, and Mexico, serving 10 million customers in 6,000 locations every day. Our dedication to excellent service, corporate citizenship, and fighting hunger all come from one goal - to make every day a better day. Quality of Life Services for: Hospitals Senior Services Colleges and Universities†¦show more content†¦Many cafeterias don’t have enough storage space that the eatable stuffs are handing around the food preparation and delivery counters and ultimately lead to insufficient cafeteria capacity Cafeteria Layout Key # 2 - Setup your food preparation correctly. The food preparation area should be near the food storage and cooking workstation follows by the delivery counter. This will reduce the employee’s movement and cut down the inefficiency. Cafeteria Layout Key # 3 - Plan the Food preparation Area carefully. Be aware that food preparation area should not be congested and well spacious in size and type of cooking apparatuses in order to staff safety and protection from electrical hazards. Cafeteria Layout Key # 4 - Food service should large enough to prevent bottle-necks. Many time architects and inexperienced owners dont allow for enough room in the food service workstation which causes back-ups, dropped trays and plates, and worst of all cold food! Cafeteria Layout Key # 5 - Plan for an efficient dishwashing operation in order to wash the juice, coffee, cold drinks and other food maker’s apparatuses. http://ezinearticles.com/?What-Creates-a-Successful-Restaurant-Kitchen-Layout?amp;id=3233145- Work station Keep in mind the above cafeteria key layout. Kitchen design should emphasize planning for proper work flow. Aesthetics, cabinetry, and appliancesShow MoreRelatedOperation Management Definition Paper921 Words   |  4 PagesOperation Management Definition Paper The purpose of this paper is to describe the importance of operations management to a health care organization. In addition, the author of this paper will provide a personal definition of what operations management means and why is important to a healthcare organization. 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Then, the paper will explore various issues within the Airbus company and analyze the identified issues by apply SCOM concept. The paper will also identify specific best/worst practices in the Aerospace industry before offering actionable short-term and long-term

Racial And Race And Sexuality - 949 Words

Have you ever been guilty of listening to a voice of a random caller on the radio who is eager to win tickets to the next Bruno Mars concert or a hopeful caller requesting for a song to play next, and automatically assumed that you knew what race he or she was? Maybe you have had the television on low in the background as you complete a last minute paper. Your eyes are not on the television, but you hear a voice and you are certain that the speaker is a White female or a gay male. This phenomenon is called Linguistic Profiling. Linguistic Profiling is the act of identifying one’s social characteristic based on his or her dialect or accent (Alim, 2005). It may be too easy for one to drawl a conclusion about the sexuality and race of someone based solely on the way he or she sounds. The following research is about how well people can gauge race and sexuality when listening to various individuals speak. Is racial and sexual identification accuracy common among those of both different and similar race and/or sexuality? This research will present audience with how common and accurate linguistic profiling is among North American society. Also it will discuss why this low-effort assumptions and decision-making, or heuristics, specific rule-of-thumb or shortcuts one uses to make a decision that are derived from experience (Brown, 2003), can lead to huge damaging effect on minorities. I hypothesize that my results will show high significant in subjects’ ability to consistently andShow MoreRelatedGender, Racial, Sexuality, Race, And Class ( 11 )975 Words   |  4 PagesWomen of colour were the first to advance frameworks for recognizing the intersection of gender, sexuality, race, and class (11). Frankenberg and hooks share a racist discourse of hyper visibility towards African Americans; however, Frankenberg notes the invisibility towards Asian Americans and Native American minorities (12). Here, race is constructed as a biological category while whiteness embodies superiority. Hooks argues that stereotypes; however inaccurate, are one form of representation forRead MoreGender, Ethnicity, And Social Class945 Words   |  4 PagesRoles of Sexuality In the 1920s, after slavery was abolished, there was a migration of African Americans towards the North, especially into urban areas closer proximity to white neighborhoods. A popular destination was Harlem, New York. United States went through an era known as the Harlem Renaissance were African American voices were being heard in a new, unexplored light. â€Å"Passing† was a recurring theme that was used through most literature and film by most African Americans. â€Å"Passing† is referredRead MoreSex, Gender, Racial Identity, And Stereotyping And Labeling Essay1474 Words   |  6 Pagesmixed with many different racial identities, yet cultivates its pop culture through a ‘black and ‘white’ preface. 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A naà ¯ve individual would consider race as simply a biological classificationRead MorePortrait D Une Negresse ( 1800 ) By Marie Guilhelmine Benoist935 Words   |  4 Pagesviewer in neither a demure nor passionate way. In fact, she seems nonchalant about her exposure. Portrait of Catherine Grey, Lady Manners (1794), by Thomas Lawrence. The aesthetics of painted skin play an important role in Enlightenment concepts of race, especially of women. The painting above is by Thomas Lawrence, depicting a white woman. She is very pale, almost translucent, and there is a prominent rosy blush on her cheeks. There is a clear contrast between this painting and Benoist’s paintingRead MoreGender, Gender And Sexuality Essay1748 Words   |  7 PagesClass† serves as a great example to ask that question in regards to the expression of gender and sexuality, and how those two are heavily influenced by the social class construct. Trautner argues that â€Å"gender in organizations interacts with other major features of stratification - such as class and race - to construct unique organizational cultures that project distinctive images of gender and sexuality that are fitted to their particular organizational settings.† (Trautner, 2005). As Bettie (2000Read MorePolitics Of Sexuality And Materialism1739 Words   |  7 PagesGrossmann POLSCI 496 Brandwein 22 September 2014 Politics of Sexuality and Materialism In 19th century America, the White Anglo-Saxon Protestant woman existed in a domestic sphere where her role as a mother was her primary function in society. These women were to exist in the Cult of True Motherhood and not break off outside the bounds of being pious, submissive, pure and domestic. When women were confronted with the idea of expressing sexuality, it came into conflict with the status quo of society andRead MoreRacial Profiling Is Out Of Control979 Words   |  4 Pages Racial Profiling is racism Today in America racial profiling is out of control. People are being attacked, judge and even killed for reasons beyond just skin color. For many years people of color have been racially profiled, and now when America should be moving forward, America is going backwards. Racial profiling, which is a form of racism has gotten out of control, and the past has not improved as we have moved into the 20th century. It is time for Americans to take a closer look at racialRead MoreDifference Between Ethnicity And Class939 Words   |  4 Pagesbasic ‘Race, Gender and Class’ assumptions; i.e., that each person has a race, gender, class identity, and that the impacts of all collective relations are instantaneously gendered, raced, and classed (West and Fenstermaker, 1997: 60). Therefore, these variances will be further discussed with reference to two popular American TV shows including Six Feet Under and The Wire. Studies of disparity have recently been formed and augmented by the development of a new model, referred to as race/class/genderRead MoreThe Centrality of Gender, Sexuality, Race, Sociability and Commercialized Leisure in Slumming by Chad Heap781 Words   |  4 Pagesas well as how it helps to produce the sex/gender/racial system. Heap also argues how the different participants in slumming affect one another. The impact between the different interactions among different races, classes and gender was as well discussed in detail by the author. Finally Heap talks about the roles that socially and economically populations play in the practice of slumming. Slumming demonstrates and solidifies the sex/gender/racial system during the 18th and 19th century. The crossing

Canadas Copyright Law Essay Example For Students

Canadas Copyright Law Essay Canadas copyright law is one of our hardest laws to enforce. The reasonthe police have so much trouble enforcing this law, is due to technology. Thislaw is very easy to break, and once broken, it is very hard to track downviolators. So although some form of a copyright law is needed, the one we havehas, too many holes to be effective. There are three main ways in which thecopyright law is broken in everyday life. They is audio/video tape copying,plagiarism, and software piracy. The first, and most commonly violated aspect of the copyright law, isthe copying of audio tapes for oneself and friends. Thanks to the invention ofdual cassette stereos, this has become very easy. You simply take an originalor even another copy of a tape, as well as a blank tape. Stick them both in tothe stereo and bingo you have a new tape. You also just broke the law. Along with copying audio tapes, now we can copy video tapes almost aseasily. If you hook two VCRs together, they can copy from one to the other. You could rent a movie form the video store, copy and return it, with no one thewiser. The problem with copying video and audio tapes is that for every copyyou make the recording artist, the actors, producers and everyone else whocollect royalties from the tapes lose money. If the companies start to losemoney, they raise prices. Thus a vicious circle begins. As prices go up, fewerpeople buy original copies. If less people buy the original cassettes priceswill once again rise. Another major form of piracy is plagiarism. The stealing of someoneelses ideas or work. The biggest category of people who fall into here arestudents. Very often a student when doing a research paper will accidentlyforget to footnote his work. By forgetting to give the author credit, thestudent has claimed the work as his own. Another reason students may copysomeone elses work is to sound more sophisticated hoping that if they usesomeone elses words it will sound better than their own. Generally, thisprovides an easy way for a teacher or the police to catch them. Teachers also plagiarize rather frequently. Very often a teacher willphotocopy several pages from a book, in order to save the students the expenseof having to buy the book for themselves. While this is a noble act by theteacher, in most cases, this is illegal. Unless the author of the book, gaveconsent for his/her work to be freely distributed, teachers cant copy it anymore than students or anyone else can. The third category of piracy is Software Pirating. There are severalforms which this can take. The most common form is very similar to audio/videocassettes. It is when someone copies a game or program from his/her computer tosomeone elses. As long as the two people have the same type of computer, (theyboth have apples or IBMs) this is a very simple process, so long as theprogrammer didnt put a bug into the program (a precaution they take againstpeople copying their work). Another form of Computer Piracy is a cracker. A cracker is someone whohas an in-depth knowledge of computers and programming. He can then remove thebug that prevents programs from being copied. After he removes the bug hesable to distribute the software at his own discretion. This is in directconflict with the copyright law, because the program was not meant to be copiedthus the bug. It therefore becomes illegal to remove the bug. .ufc381e4489b0fe245e6a629b6bbf8fe0 , .ufc381e4489b0fe245e6a629b6bbf8fe0 .postImageUrl , .ufc381e4489b0fe245e6a629b6bbf8fe0 .centered-text-area { min-height: 80px; position: relative; } .ufc381e4489b0fe245e6a629b6bbf8fe0 , .ufc381e4489b0fe245e6a629b6bbf8fe0:hover , .ufc381e4489b0fe245e6a629b6bbf8fe0:visited , .ufc381e4489b0fe245e6a629b6bbf8fe0:active { border:0!important; } .ufc381e4489b0fe245e6a629b6bbf8fe0 .clearfix:after { content: ""; display: table; clear: both; } .ufc381e4489b0fe245e6a629b6bbf8fe0 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ufc381e4489b0fe245e6a629b6bbf8fe0:active , .ufc381e4489b0fe245e6a629b6bbf8fe0:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ufc381e4489b0fe245e6a629b6bbf8fe0 .centered-text-area { width: 100%; position: relative ; } .ufc381e4489b0fe245e6a629b6bbf8fe0 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ufc381e4489b0fe245e6a629b6bbf8fe0 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ufc381e4489b0fe245e6a629b6bbf8fe0 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ufc381e4489b0fe245e6a629b6bbf8fe0:hover .ctaButton { background-color: #34495E!important; } .ufc381e4489b0fe245e6a629b6bbf8fe0 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ufc381e4489b0fe245e6a629b6bbf8fe0 .ufc381e4489b0fe245e6a629b6bbf8fe0-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ufc381e4489b0fe245e6a629b6bbf8fe0:after { content: ""; display: block; clear: both; } READ: Away by Michael Gow EssayLike audio/video cassettes copying, computer games causes people to losemoney. In this case, instead of it being the singer, or actors, it is theprogrammer, and the software companies who lose. This leads to the same viciouscircle. More copies make higher prices etc.. The copyright law is hard to enforce likewise so are the penalties. Ifyou are found in violation of breaking the copyright laws, you probably willonly have to pay a fine. However, the fines can be quite substantial anddepending where you are in the distribution chain (how many copies were madebefore yours) the fine varies, with whoever copied the original paying the most. In extreme cases, where a contract is enacted upon the purchase of the originalcopy like with Word Perfect, a computer word processor. Upon buying an originalset off disks you must sign a contract promising not to distribute the program. In these cases, you could face imprisonment because now not only are you dealingwith breach of the copyright law, but with a breach of contract as well. So themoral of the story is enjoy your large collection of audio/video tapes. Getthose good marks on essays you didnt even write. Enjoy those really funcomputer games, because under Canadas current copyright law and the amount ofattention the police pay to this problem, it is very unlikely that you will everget caught. Category: Law

marketing key metric engagement Essay Example

marketing key metric engagement Essay marketing key metric engagement BY pejaol August 8, 2007 Marketings New Key Metric: Engagement by Brian Haven for Marketing Leadership Professionals Making Leaders Successful Every Day For Marketing Leadership Professionals Marketings New Key Metric: Engagement Marketers Must Measure Involvement, Interaction, Intimacy, And Influence by Brian Haven with Josh Bernoff and Sarah Glass EXECUT I VES U M MA RY The marketing funnel is a broken metaphor that overlooks the complexity social media introduces into the buying process. As consumers trust in traditional media diminishes, marketers need a new approach. We propose a new metric, engagement, hat includes four components: involvement, interaction, intimacy, and influence. Each of these is built from data collected from online and offline data sources. Using engagement, you get a more holistic appreciation of your customers actions, recognizing that value comes not Just from transactions but also from actions people take to influence others. Once engagement takes hold of marketing, marketing messages will become conversations, and dollars will shift from media buying to customer understanding. TABLE O F CO N TENTS NOTES 2 Does The Marketing Funnel Need An Upgrade? Forrester interviewed 20 vendor and user ompanies, including: Avenue A I Razorfish, Bazaarvoice, Biz360, Brandlntel, BzzAgent, TNS Media Intelligence/Cymfony, Digitas, The Builders, MotiveQuest, Nike, Organic, Procter Gamble, Publicis Hal Riney, Reed Business, UGENmedia, Umbria, and Visible Technologies. Engagement: A New Perspective On Marketing The Elements Of Engagement Making Sense Of Engagement Putting It All Together 12 Engagement Enhances Customer Insight WHAT IT MEANS 13 Engagement Redirects The Marketing Trajectory Related Research Documents The Enterprise Marketing Software Landscape May 7, 2007 The Forrester Wave: Brand Monitoring, Q3 2006 september 13, 2006 Five Tips For Web Analytics Success June 2, 2006 2007, Forrester Research, Inc. All rights reserved. Forrester, Forrester Wave, RoleView, Technographics, and Total Economic Impact are trademarks of Forrester Research, Inc. We will write a custom essay sample on marketing key metric engagement specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on marketing key metric engagement specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on marketing key metric engagement specifically for you FOR ONLY $16.38 $13.9/page Hire Writer All other trademarks are the property of their respective companies. Forrester clients may make one attributed copy or slide of each fgure contained herein. Additional reproduction is strictly prohibited. For additional reproduction rights and usage information, go to www. forrester. com. Information is based on best available resources. Opinions reflect Judgment at the time and are subject to change. To purchase reprints of this document, please email [emailprotected] com. 2 Marketings New Key Metric: Engagement DOES THE MARKETING FUNNEL NEED AN UPGRADE? Traditionally, marketers modeled consumers decisions as they progressed from awareness through consideration, preference, action, and loyalty † through what is called the marketing funnel (see Figure 1-1). The marketers Job was to move people from the large end down to the small end. But now its time for a rethink, as the funnel has outlived its usefulness as a metaphor. Face it: Marketers no longer dictate funnel because: Complexity reigns in the middle of the funnel. Awareness is still important; you need to know that a product or service exists in order to buy it. And the marketers endpoint is still a transaction. But, in between, other factors such as recommendations from friends or family, product reviews, and competitive alternatives described by peers influence individuals. The funnels consideration, preference, and action stages ignore these forces that marketers dont control. Rather than a clean linear path, the real process looks more like a complex network of detours, back alleys, alternate entry and exit points, external influences, and alternative resources (see Figure 1-2). ? The most valuable customer isnt necessarily someone who buys a lot. In this socially charged era in which peers influence each other as much as companies do, good customers cant be identified solely by their purchases. l Companies also need to track individuals who influence others to buy. For example, a customer who buys very little from you but always rates and reviews what she buys can be Just as valuable as someone who buys a lot † her reviews might i nfluence 100 other people to buy your product. Tracking only transactions and loyalty at the end of the funnel misses this significant element of influence. Traditional media channels are weakening. Marketers continue to use mainstream media messages to move consumers into a consideration frame of mind. But passive consumption of media is waning. Individuals dismiss or ignore marketing messages in lieu of information available from an ever-increasing number of resources, such as product review sites, message boards, and online video. 2 Consumers force brand transparency. Marketing and public relations teams used to have the influence to spin a message in their favor when something went wrong. But in these days of snoring cable technicians caught sleeping on a customers couch, captured n video, and posted on YouTube or blogs blasting CompUSA for selling an empty box instead of a camera, spin is out of control. 3 Online social tools, coupled with increasing social behavior online, make it easy for the truth to come out. When companies try to spin the message now, they get caught in the act, only making the problem worse. 007, Forrester Research, Inc. Reproduction Prohibited Figure 1 The Traditional Marketing Funnel Fails To Model Complex Buying Paths 1-1 The traditional marketing funnel Eyeballs Awareness Consideration Preference Action Loyalty Buyers 1-2 Complexity lies at the center of the marketing funnel peer eviews Competitive alternatives Contributors Recommendations from friends 42124 User-generated content Source: Forrester Research, Inc. 4 Ma rketing complexity means that traditional metrics fail to capture the whole story. Online metrics like unique visitors to a Web site, number of pages viewed, and time spent per page mimic offline media metrics of reach and frequency. But these measurements dont indicate the engagement of an individual; they fail to capture the sentiment, opinion, and affinity a person has toward a brand as manifested in ratings, reviews, comments in blogs or discussion forums, or likelihood to recommend oa friend. ENGAGEMENT: A NEW PERSPECTIVE ON MARKETING If the funnel no longer accurately reflects what marketers can influence, why do they still cling to it? Because they can measure it, which is reassuring, even if it no longer accurately reflects the real buying process. And, of course, there are no useful alternatives. We believe that marketers need a new approach to understanding customers and prospects. This new type of measurement † engagement † encompasses the quantitative metrics of site visits and transactions, the qualitative metrics of brand awareness and loyalty, and the fuzzy areas in the middle best haracterized by social media. Our definition of engagement includes four components (see Figure 2):4 Engagement is the level of involvement, interaction, intimacy, and influence an individual has with a brand over time. Figure 2 The Four Components Of Engagement INVOLVEMENT INTERACTION INTIMACY INFLUENCE What To Track Site visits Time spent Pages viewed Search keywords Navigation paths Site logins Contributed comments Quantity/frequency of written reviews, blog comments, forum discussions, and UGC Sentiment tracking on third-party sites (blogs, reviews, forums, etc. Sentiment tracking of internal customer contributions Opinions expressed in customer service calls Net Promoter (NP) score Product/service satisfaction ratings Brand affinity Content forwarded to friends Posts on high-profile blogs ecommerce platforms Social media platforms Brand monitoring Customer service calls Surveys How To Track Web analytics Engagement goes beyond reach and frequency to measure peoples real feelings about b rands. It starts with their own brand relationship and continues as they extend that relationship to other customers. As a customers participation with a brand deepens from site use and purchases (involvement and interaction) to affinity and championing (intimacy and influence), measuring and acting on engagement becomes more critical to understanding customers intentions. The four parts of engagement build on each other to make a holistic picture. Involvement. This component is the most basic measurement of engagement and reflects the measurable aspects of an individuals relationship with a company or brand. It includes actions like visits to a site or a physical store, time spent per page, and ages viewed. While this alone isnt sufficient, measuring these activities is critical because they are often the first point of interaction an individual has with a brand and are the foundation for making the connections to other metrics. 5 For example, Reed Business tracks visitors to its Web sites, the time they spend, the articles they read by category or channel, and pages they view per week (and across other time periods). This helps Reed Business distinguish between first-time and repeat visitors, and informs the company of the depth, frequency, and level of interactions of their isits, helping it determine its content agenda. You can use Web analytics services like Omniture, Web Trends, or Visual Sciences to measure these activities. 6 Interaction. This component provides the depth that involvement alone lacks by measuring events in which individuals contribute content about a brand, request additional information, provide contact information, or purchase a product or service. Where involvement measures touches, interaction measures actions. These include click- throughs, completed transactions, blog comments, social network connections, and uploaded photos and videos. Social media contributions increasingly play a role in calculating the value of a customer and are vital to tracking emerging behaviors. For example, PETCO tracks when customers browse and sort by top-rated items and then buy a product, allowing the company to identify the effect usergenerated content (UGC) has on purchases. You can use ecommerce platforms to provide transaction data, while social media platforms like Bazaarvoice and UGENmedia track actions like ratings and reviews, photos or videos uploaded, or connections made in social networks. entiment an individual holds for a brand. This includes her opinion, perspective, or passion for the brand as represented by the words she uses and the content she creates. Intimacy is the critical new component that sheds light on customers feelings about your brand (positive or negative), and, with new services, it can be tracked almost in real time, providing ample opportunity to correct a problem or seize an opportunity before it wanes . For example, Del Montes pet food division used Umbrias brand monitoring services to track online conversations about how owners perceive their pets, yielding fascinating differences † for example, Gen Yers think of them as 5 6 ccessories, Gen Xers think of them as family and worry about how to fit them into their busy schedule, and Boomers consider them people too. Brand monitoring firms like TNS Media Intelligence/Cymfony, MotiveQuest, Biz360, Umbria, and Brandlntel measure sentiment in online venues, including social networks, discussion forums, blogs, and video-sharing sites. Influence. This component looks beyond even sentiment to determine an individuals likelihood to encourage a fellow customer to consider or buy a brand, product, or service. Qualitatively, it includes brand awareness, loyalty, and the possibility of purchasing again. It also includes quantitative metrics like the Net Promoter (NP) score, measuring a persons likelihood to make a recommendation to a frien d. 8 Understanding your customers intention to return, repurchase, or recommend is critical to building a forward-looking profile of your customer. For example, Brandlntel tracked sentiment about the film Snakes On A Plane and TV series Heroes. Eighty percent of the conversation about Snakes On A Plane focused on the hype of the film and Samuel L. Jackson the actor, not his character, while Heroes conversations were all about the characters and the premise of the show. This is why Heroes is a hit and Snakes was a flop; Brandlntels studies show that people arent really engaged unless theyre talking about plot and characters rather than hype and actors. You can measure influence through opt-in surveys, mailed questionnaires, or customer service calls and phone surveys. With a new set of components † involvement, interaction, intimacy, and influence † companies can integrate data from many sources to build the engagement profile, an aggregate description of the types and levels of engagement your customers exhibit. But with all this new data, what metrics matter, and how can you combine them? To understand how engagement affects customer value, consider these three customer scenarios that reflect different customers and how they approach one brand, an online retailer: Charlie: passive participant. Charlies Just not that into you. You see him on your site as an occasional visitor who does not recommend the brand and reads the company blog about gadgets but does not comment. Still, his behaviors on the site liken him to people who tend to have a favorable sentiment about the products theyre researching (see Figure 3). Since Charlie isnt a registered user, youll need to track his ctions on the site (pages viewed, time spent, etc. ) and measure the sentiment of the occasional anonymous content he contributes (comments, discussions, etc. ) as well as the sentiment on the sites and pages that refer him, tracked through browser cookies. In your analysis of engagement of visitors like Charlie, you would match their characteristics to similar users who are registered and, from that, extrapolate their loyalty and likeliness to recommend. Steven: semiactive participant. Steven is ready to be turned on to your brand. He visits the site in bursts surrounding product purchases, has become loyal, and writes highly nfluential reviews of the sports equipment products he buys, even though he feels that the product research tools and information are lacking (see Figure 4). For users like Steven, you should track activities surrounding purchases (before and after) and the time between a transaction and his review of the product. Measure the sentiment of product reviews, the actions taken after reading unfavorable content, and the influence his reviews have on other customers purchasing behaviors. You need to ascertain what motivates him to contribute content and try to encourage more of that ehavior. customers. She is an avid fan of the sites pet accessories, is a highly active visitor who recommends the site to every pet owner she knows, and actively contributes content to the sites online community, even though she sometimes posts negative comments about products after making customer service calls (see Figure 5). For zealots like Sarah, its important to track the quantity and frequency of reviews, profile updates, blog posts, forum discussions, and other content contributions. You should also measure the sentiment of her contributions and use surveys to keep a ulse on her affinity for the brand and intent to continue to participate. For some brands, it would make sense to start a brand ambassador program to draw users like Sarah closer to the company and energize their word-of-mouth. 7 8 Figure 3 Passive Participant PROFILE†CHARLIE Passive participant Reads and views others contribution Only participates on rare occasions Not registered on the site Involvement Interaction Intimacy Influence Text analysis shows that the few comments Charlie makes tend to show favorable sentiment Text analysis of the