Web Analytics, Web Mining: Security First Insurance Deepens Connection with Policyholders, Web

Mining Overview, Web Content and Web Structure Mining, Search Engines, Search Engine
Optimization, Web Usage Mining (Web Analytics), Web Analytics Maturity Model and Web
Analytics Tools.

WEB MINING: SECURITY FIRST INSURANCE DEEPENS CONNECTION WITH POLICYHOLDERS

Security First Insurance is one of the largest homeowners' insurance companies in

CHALLENGE: Being There for Customers Storm After Storm, Year After Year

Florida has more property and people exposed to hurricanes than any state in the country. Each
year, the Atlantic Ocean averages 12 named storms and 9 named hurricanes. Security first is one
of a few Florida homeowners' insurance companies that have the financial strength to withstand
multiple natural disasters. "One of our promises is to be there for our customers, storm after
storm, year after year,".

During a typical month, Security First processes 700 claims. It can be a challenge for the
company to quickly scale up to handle the influx of customers trying to file post-storm insurance
claims for damaged property and possessions. Its Face book and Twitter accounts, as well as its
multiple email addresses and call centers, the company knew that the communication volume
after a major storm required a more aggressive approach.

SOLUTION

Providing Responsive Service No Matter How Customers Get in Touch

IBM Content Collector for Email and IBM® File Net® Content Manager software. Called
Social Media Capture (SMC4), the Integritie solution offers four critical capabilities for managing
social media platforms: capture, control, compliance and communication.

For example, the SMC4 solution logs all social networking interaction for Security First, captures
content, monitors incoming and outgoing messages and archives all communication for
compliance review. Because the solution uses open IBM Enterprise Content Management
software, Security First can easily link it to critical company applications, databases and processes.

The software then captures information gleaned from this analysis directly into claims documents
to begin the claims process. Virtually all incoming communication from the company's web, the
Internet and emails is pulled into a central File Net Content Manager software repository to
maintain, control and link to the appropriate workflow. "We can bring the customer conversation
and any pictures and attachments into our policy and claims management system and use it to
trigger our claims process and add to our documentation," says Kruck.

Prioritizing Communications with Access to Smarter Content

People whose homes have been damaged or destroyed by a hurricane are often displaced
quickly, with little more than the clothes on their backs. Grabbing an insurance policy on the way
out the door is often an afterthought. They're relying on their insurance companies to have the
information they need to help them get their lives back in order as quickly as possible. When tens
of thousands of policyholders require assistance w ithin a short period of time, Security First must
triage requests quickly.

The Content Analytics with Enterprise Search software that anchors the SMC4 solution provides
the information necessary to help the company identify and address the most urgent cases first.
The software automatically sifts through data in email and social media posts, tweets and
comments using text mining, text analytics, natural language processing and sentiment analytics
to detect words and tones that identify significant property damage or that convey distress.

Security First can then prioritize the messages and route them to the proper personnel to provide
reassurance, handle complaints or process a claim. "With access to smarter content, we can
respond to our customers in a more rapid, efficient and personalized way," says Kruck.

"When customers are having a bad experience, it's really important to get to them quickly with
the level of assistance appropriate to their particular situations."

RESULTS

Successfully Addressing Potential Compliance Issues

Companies in all industries must stay compliant with new and emerging regulatory requirements
regarding social media. The text analysis capabilities provided in the IBM software help Security
First filter inappropriate incoming communications and audit outbound communications, avoiding
potential issues with message content.

The company can be confident that the responses its employees provide are compliant and
controlled based on both Security First policies and industry regulations. Security first can
designate people or roles in the organization that are authorized to create and submit responses.

The system automatically verifies these designations and analyzes outgoing message content,
stopping any ineffective or questionable communications for further review. "Everything is
recorded for compliance, so we can effectively track and maintain the process. We have the ability
to control which employees respond, their level of authority and the content of their responses,"
says Kruck.

Some of the prevailing business benefits of creative use of Web and social analytics include:

• Turns social media into an actionable communications channel during a major disaster

• Speeds claims processes by initiating claims with information from email and social media posts

• Facilitates prioritizing urgent cases by analyzing social media content for sentiments

• Helps ensure compliance by automatically documenting social media communications

Web Mining Overview

The growth of the Internet and its enabling technologies has made data creation, data collection,
and data/ information/ opinion exchange easier. Delays in service, manufacturing, shipping,
delivery, and customer inquiries are no longer private incidents and are accepted as unavoidable.
Now, thanks to social media tools and technologies on the Internet, everybody knows everything.
Successful companies are the ones who embrace these Internet technologies and use them for
the betterment of their business processes so that they can better communicate with their
customers, understanding their needs and wants and serving them thoroughly and expeditiously.
Being customer focused and keeping customers happy has never been as important a concept for
businesses as they are now, in this age of the Internet and social media.

The World Wide Web serves as an enormous repository of data and information on virtually
everything one can conceive- business, personal, you name it; an abundant amount of it is there.

The Web is perhaps the world's largest data and text repository, and the amount of information
on the Web is growing rapidly. A lot of interesting information can be found online: whose
homepage is linked to which other pages, how many people have links to a specific Web page, and
how a particular site is organized. In addition, each visitor to a Web site, each search on a search
engine, each click on a link, and each transaction on an e-commerce site create additional data.

• The Web is too big for effective data mining.

The Web is so large and growing so rapidly that it is difficult to even quantify its size. Because of
the sheer size of the Web, it is not feasible to set up a data warehouse to replicate, store, and
integrate all of the data on the Web, making data collection and integration a challenge.
• The Web is too complex.

The complexity of a Web page is far greater than a page in a traditional text document collection.
Web pages lack a unified structure. They contain far more authoring style and content variation
than any set of books, articles, or other traditional text-based document.

• The Web is too dynamic.

The Web is a highly dynamic information source. Not only does the Web grow rapidly, but its
content is constantly being updated. Biogs, news stories, stock market results, weather reports,
sports scores, prices, company advertisements, and numerous other types of information are
updated regularly on the Web.

• The Web is not specific to a domain.

The Web serves a broad diversity of communities and connects billions of workstations. Web
users have very different backgrounds, interests, and usage purposes. Most users may not have
good knowledge of the structure of the information network and may not be aware of the heavy
cost of a particular search that they perform.

• The Web has everything.

Only a small portion of the information on the Web is truly relevant or useful to someone (or
some task). It is said that 99 percent of the information on the Web is useless to 99 percent of
Web users. Although this may not seem obvious
Web Content and Web Structure Mining