big data meets social analytics - ibm connect 2012 (cn-cc13)
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Presentation at IBM Connect 2012 event in Orlando, Florida. For more contact me at @mheid or [email protected]TRANSCRIPT
© 2012 IBM Corporation
INV307 - Big Data meets Social Analytics - Revolutionizing How Companies Address Customer NeedsAya Soffer | Director, Information Management & Analytics Research | IBMMark Heid | Program Director, Social Analytics | IBM
| © 2012 IBM Corporation2
Agenda■ Big Data – what is it, why now, why should I care?
■ Social Analytics – challenges and opportunities
■ Marketing in the era of Big Data and Social Analytics
■ Social Analytics innovation in IBM Research
■ IBM offerings and solutions
| © 2012 IBM Corporation3
An Explosion of Data
1.3 Billion RFID tags in 200530 Billion RFID tags in 2010
Google processes > 24 Petabytes of data in a single day
Facebook processes 10 Terabytes of data every day
Hadron Collider at CERN generates 40 Terabytes of data / sec
For every session, NY Stock Exchange captures 1 Terabyte of trade information
Twitter processes 7 Terabytes of data every day
4.6 Billion mobile phones worldwide
2 Billion Internet users in 2011By 2013, annual internet traffic will reach 667 Exabytes
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1 in 3Business leaders make decisions based on information they don’t trust, or don’t have
56%say they feel overwhelmed by the amount of data their company manages
60%say they need to do a better job capturing and understanding information rapidly
83%cited “BI & Analytics” as part of their visionary plans to enhance competitiveness
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Information Overload… But Lacking Insight
2009800,000 petabytes
202035 zettabytes
as much Data and ContentOver Coming Decade
44x
20111.8 zettabytes
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The “BIG Data” Challenge
Extracting insight from an immense volume, variety and velocity of data, in context, beyond what was previously possible.
Manage the complexity of multiple relational and non-relational data types and schemas
Variety
Streaming data and large volume data movementVelocity
Scale from terabytes to zettabytesVolume
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IBM’s Big Data Solution
Analyzing a variety of data at enormous volumes
Insights on streaming data Large volume un-structured
data analysis
IBM Big Data Platform
Variety Velocity Volume
Identify criminals and threats
from disparate video, audio, and data feeds
Identify criminals and threats
from disparate video, audio, and data feeds
Make risk decisions based on real-time transactional dataMake risk decisions based on real-time transactional data
Predict weather patterns to plan optimal wind turbine usage, and optimize capital expenditure on asset placement
Predict weather patterns to plan optimal wind turbine usage, and optimize capital expenditure on asset placement
Detect life-threatening conditions at hospitals in time to intervene
Detect life-threatening conditions at hospitals in time to intervene
Multi-channel customer sentiment and experience analysis
Multi-channel customer sentiment and experience analysis
Bringing Together a Large Volume and Variety of Data to Find New Insights
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Merging the Traditional and Big Data Approaches
IT
Structures the data to answer that question
IT
Delivers a platform to enable creative discovery
Business
Explores what questions could be asked
Business Users
Determine what question to ask
Monthly sales reportsProfitability analysisCustomer surveys
Brand sentimentProduct strategyMaximum asset utilization
Big Data ApproachIterative & Exploratory Analysis
Traditional ApproachStructured & Repeatable Analysis
| © 2012 IBM Corporation8
The intersection of social media and big data
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Agenda■ Big Data – what is it, why now, why should I care?
■ Social Analytics – challenges and opportunities
■ Marketing in the era of Big Data and Social Analytics
■ Social Analytics innovation in IBM Research
■ IBM offerings and solutions
| © 2012 IBM Corporation10
We have Many Challenges…and Opportunities
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Channels proliferate…
Network of pages Network of people
The Internet evolves…
The consumer is in control…
The rate of change accelerates…
Clearly organizations must evolve…
Years to reach 50M users:
TV13 Yrs
TV13 Yrs
Internet4 Yrs
Internet4 Yrs
Facebook3 Yrs
Facebook3 Yrs
Tablet2 Yrs
Tablet2 Yrs
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Social Analytics Has Extensive Potential
August 28, 2011 by R "Ray" Wang, Constallation Research
| © 2012 IBM Corporation12
Dat
a So
urce
s
Organizational Maturity & Sophistication
Quantify & Operationalize
Integrate Transparently
Customer Maturity CurveMonitor & Engage
Mainstream Social Media
Monitor & EngageLightweight “Domain-
Specific” AnalyticsSaaS-Only
Identify & Track KPIs Qualitatively Improve
Marketing DecisionsOpen-up Social Media
Marketing Channel
Identify & Measure ROIOperationalize Insight
via Business ProcessesQuantitatively Improve
Marketing Decisions
Capa
bilit
ies
Bus
ines
s O
utco
mes Predict & Improve
Outcomes With Continuous Feedback
Quantitatively Optimize Decisions Across Functions
Limited Governance
Limited sentimentNetwork & influencer
analysisLimited back-end
process integrationSaaS & On Premise
Broad Public Social Media Sourcing (“Big Data”)
Enterprise CRM & Transactional Data
Full SentimentGeo-Spatial AnalysisPlatform Analysis Predictive ModelingSaaS & On Premise
Seamless Integration of Internal, Extranet & Public Social Media Analysis & Action
Systemic Governance
Predict & Integrate
Complete Back-End Sourcing: ERP, HR, etc
3rd-Party DatasetsOEM-Level Sourcing of
“Big Data”
Partner / Ecosystem Datasets
Embedded Social Analytics
“Targeted Crowd Sourcing”
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Behavioral data- Orders- Transactions- Payment history- Usage history
Descriptive data- Attributes- Characteristics- Self-declared info- (Geo)demographics
Attitudinal data-Market Research-Social Media
Interaction data- E-Mail / chat transcripts- Call center notes - Web Click-streams- In person dialogues
“Traditional approach”
High-value, dynamic approach- source of competitive differentiation
Understanding the Customer and Answering: “Why”
Who?Who? What?What?
Why?Why?How?How?
| © 2012 IBM Corporation14
Agenda■ Big Data – what is it, why now, why should I care?
■ Social Analytics – challenges and opportunities
■ Marketing in the era of Big Data and Social Analytics
■ Social Analytics innovation in IBM Research
■ IBM offerings and solutions
| © 2012 IBM Corporation15
Expanding marketing’s role, and contribution to the business
Agenda:
Understand the market and the customer
Build awareness and demand
Steward the company’s brand
Drive brand strategy and execution
Agenda: + Understand the customer in real time,
across the business+ Anticipate customer needs+ Drive consistent, compelling interactions
across all channels+ Steward the customer experience across
all touch points+ Monitor and harness customer evangelism+ Accountable for business outcomes and
return on investment
Traditional CMOTraditional CMO
Transformative CMOTransformative CMO++
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The vast majority of CMOs are underprepared to manage the impact of key changes in the marketing arena
50%71%
68%
65%
63%
59%
57%
56%
56%
56%
55%
54%
50%
UnderpreparednessPercent of CMOs reporting underpreparedness
Data explosion
Social media
Growth of channel and device choices
Shifting consumer demographics
Financial constraints
Decreasing brand loyalty
Growth market opportunities
ROI accountability
Customer collaboration and influence
Privacy considerations
Regulatory considerations
Source: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years? n=149 to 1141 (n = number of respondents who selected the factor as important)
Global outsourcing
Corporate transparency 47%
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| © 2012 IBM Corporation17
Customers are the New Intellectual Property
ProductLeadership
(Make the promise)
OperationalExcellence
(Deliver the promise)
CustomerIntimacy
(Keep the promise)
DecisionManagement
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We are seeing unprecedented upheaval in the consumer buying process
* David C. Edelman, McKinsey, Dec 2010
In the past….there was a funnel
• Many Brands - Consumers start buying process with a large number of brands in mind
• Fewer Brands: These choices are narrowed down to a few
• Final Choice: A decision is made between the few
• Buy: A purchase is made…
• Post Purchase: Consumers’ relationship with the brand is focused on the use of the product or service
Today’s consumer buying process is far more dynamic and interactive…..
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Increasingly, customer acquisition is more nuanced. Generating loyalty is the new marketing imperative
Strengthen brand preference
through advocacy
Accelerate re-purchase through propensity models
Gain insights and increase positive sentiment in social conversations
* David C. Edelman, McKinsey, Dec 2010
Social Analytics is the key to success in this new environment
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Looking ahead – The future must be intelligent marketing that understands the interrelations of all channels and media
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Customer
Owned media
e
PR
Earned mediaAds
Paid media
web site, microsites, blog, Facebook page,
etc
display ads, PPC, sponsored content,
etc.
what your customers share and say about you on twitter, Facebook
blogs and the internet
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Create Relationships. Build Advocacy. Improve Loyalty.
Enhance Your Reputation
Improve Your customer experience
Grow Your Business
A Social Analytics Application: IBM Cognos Consumer Insight
| © 2012 IBM Corporation22
Competitive analysis – Financial Services
Drilldowns quickly uncovered a very different sponsorship investment strategy between
Company sponsors many local event throughout the year, while competitor focuses one or two high visibility events
| © 2012 IBM Corporation23
Product brand analysis – Consumer ProductsSophisticated analytics revealed which beverage attributes are being leveraged by the competition
| © 2012 IBM Corporation24
Agenda■ Big Data – what is it, why now, why should I care?
■ Social Analytics – challenges and opportunities
■ Marketing in the era of Big Data and Social Analytics
■ Social Analytics innovation in IBM Research
■ Customer analytics – 360 profile and lead generation (SMARC)
■ Spatio-temporal analytics for demand prediction (Microcosm)
■ Social Medical Discovery (SMD)
■ Voice of the Employee (SaND)
■ IBM offerings and solutions
| © 2012 IBM Corporation25
Social-media Micro-segmentation and Real-time Correlation
Value Proposition─ Construct a comprehensive view of entities of
interest (e.g., people, companies, products)─ Identify actionable leads in real-time
From─ 10-100’s of TBs of social media data from sources
such as Twitter, blogs, and forums
Using─ Scalable “Data-at-Rest” and “Data-in-Motion”
analytics platform─ Advanced analytics technologies (unstructured
data analytics, real-time, and predictive analytics)
Continuously analyze social media data from a wide range of sources, to construct 360-degree profiles of entities and leverage them in timely decision-making
SMARC
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Prior Business Transactions
Customer ready to buy a DSLR camera today,
possibly at a nearby mall
Buying a DSLR today !
Thrza gr8 deal on ZX-550 @ the mall
Go for the best, DP-2000
Michael’s online friends offer lots of advice
Wifey’s birthday tomorrow, looking for a killer dslr
Sarcasm,Wishful Thinking
Maybe I should buy her that purple roadster, while I’m at it. ;-) lol
Text Analytics used to extract intent from Social Media Married, Male, Spouse
Birthdate, Gift Type, Intent to Purchase, Timeframe
Intent to Purchase,Gift Type?
PotentialLocations and
Activity
In NYC area this w/e, any good malls nearby?
Region & City Location, Timeframe, Intent to Shop
Resultant fact base contains billions of facts, and is incrementally updated Fact segmentation or clustering is rapid enough to drive a business decision
Sample Application – Real Time Lead Generation
Entity Extraction, Fact Discovery,
Intent & SentimentSocial Data
250M tweets/day Millions of tweets yield one company-specific fact
Influencers
Buying DSLR today!
Intent
SMARC
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Lead Generation Dashboard
Micro-segmentation of consumers by hobbies
Micro-segmentation of product intents by occupation
Real-time product intents enriched with consumer
attributes
Real-time tracking by micro-segmentation
SMARC
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How Do We Create a User Profile?SMARC
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User Profiling Framework- Setting
logging targeting
Big Data Platform
SMARC
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Going from Terms to Concepts
Wikipedia titles/categories
Integrated circuits
Electronics
Electronic music
Extract titles/Categories from Wikipedia pages
1. Circuit2. Radio3. Electron4. Detector5. Voltage6. Line7. Chip8. Capacitor9. Input10. Signal
Important terms
Electronics
Chosen concepts
Choose the most appropriate concepts
Retrieve the most relevant pages
Relevant Wikipedia
articles
Electronics
Circuits
SMARC
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Spatio-temporal Analytics for Demand Prediction■ What if you could find out immediately what’s happening in
specific geographies or communities?
■ Updated information ‘from the field’ can support decisions like:─ Where should we send shipments? ─ What kind of promotions are needed? And where?─ Which promotions were successful, which were not, and why?
■ Although input is available for analysis from internal data sources like CRM, ERP, and more – it often involves delay
■ How can you better understand what’s going on now?
Microcosm
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Recommended Actions
Annual Charity Event picking up very fast this year in Redwood city.Ship more beverages to the local supermarket
Cookies promotion very popular in Sarasota.Redirect shipment fromSt Petersburg to there.
Negative sentiment abouta Thai restaurant in LA.Propose new spices assortment.
Local Sentiment
Local Events
Location specific tweetsUpbeat Charity event 09/08/11 in Redwood city. Dance and donate to local charities
SylvieS Yes – I’m celebrating with dance and donate. Join us 09.08.11 in Redwood
BuyTheWaySuperMarket Sponsors for the street party in Redwood City. Beer and pizza 4 all. 09.08.11.
GoodHousekeeping Get $1 off Nestle cookies and milk with this coupon buy.x33/123/y8
Carl Nestle’s giving $1 off milk and cookies! Get the coupon now buy.x33/123/y8
Care4Kids $1 off Nestle cookies when you buy milk. HURRY buy.x33/123/y8
Local Promotion
RestAssured I just wasted an evening having tasteless Thai food – no spice or flavor @LAfoodies
Zoe This restaurant is pathetic. Do not eat here
** This place looks good but the food is terrible. I ordered the chef’s special and was disappointed.
ExamplesExamplesMicrocosm
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■ Social medical discovery─ Analyzes medical and social relationships in the space of medical data
─ Searches over structured and unstructured information– Textual search
– Faceted search, by age, medication name, genetic variation
─ Ensures fast results, navigation, and exploration
■ Similar patients─ Discovers similar patients that share similar medical conditions
─ Creates social communities of similar patients
■ Evidence-based medical recommendations
─ Recommends medication for symptoms
─ Recommends alternative treatments
Social Medical Discovery
Patient
Patient
Patient
Patient
Physician
Social Medical
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Example Use Case - Hemophilia
Find Related patients
Hemophilia
Treated byHas
disorder
Has disorder
Consumes
Consumes
Drug interaction
“Hemophila”
Consumes
Treated by
Has symptom
Hematuria
Genetic variation
Has genetic variation
Find medications
Find communities
Discover Lineage
Find adverse drugs
Find physicians
Social Medical
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Voice of the Employee
■ 9 out of every 10 businesses using Web 2.0 technology are seeing measurable business benefits from its use (McKinsey).
■ 41 percent of respondents indicated that they have already implemented an enterprise social software solution (IDC)
■ Use Cases─ Recommending relevant content
and people─ Locating experts, influencers, and
central individuals─ Tracking trends and sentiment─ Revealing information flow with
customers and partners
■ IBM as a leading example─ Over 400K employee profiles─ Over 1M bookmarks with
over 3M tags─ Over 250K members in over
30K communities─ Over 100K shared files and
100K blog posts─ New event every 5 seconds
in the activity streamMcKinsey Quarterly, "How companies are benefiting from Web 2.0: McKinsey Global Survey Results" 2009
. IDC White Paper Sponsored by IBM, Becoming a Social Business: The IBM Story, Doc.#226706, January 2011.
SaND
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Example Use Case: Social Analytics for the Sales force
■ Deliver accurate and highly relevant recommendations to help the sales organization most effectively close an opportunity:
─ Find experts – who is top seller, who knows key people from customer ─ Identify similar opportunities – sales opportunities, previous
engagements with customer─ Locating valuable assets that will maximize their chances of success─ Business Intelligence - Trends regarding a given industry, competitive
products─ Example:
Top 25 peoplerelated to largecar manufacturer
SaND
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SaND Streams – Sales Force Examples
SaND
| © 2012 IBM Corporation38
Agenda■ Big Data – what is it, why now, why should I care?
■ Social Analytics – challenges and opportunities
■ Marketing in the era of Big Data and Social Analytics
■ Social Analytics innovation activities in IBM Research
■ IBM offerings and solutions
| © 2012 IBM Corporation39
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IBM’s Big Data Platform
Big Data AcceleratorsText
Image/Video
Financial
Times Series
Statistics
Mining
Geospatial
Mathematical
Client and Partner Solutions
IBM Big Data Solutions
Acoustic
Big Data Enterprise Engines
InfoSphere BigInsights
InfoSphere Streams
Data Growth Management
InfoSphere Optim
Database
DB2
Data WarehouseInfoSphere Warehouse
Master Data Management
InfoSphere MDM
Warehouse Appliance
IBM Netezza
Marketing
IBM Unica
Content Analytics
ECM
Business Analytics
Cognos & SPSS
Productivity Tools and OptimizationConsumability and Management Tools
Workload Management and Optimization
ApplicationsConnectors Blueprints
Eclipse Oozie Hadoop HBase Pig Lucene Jaql
Open Source Foundation Components
Info
rSph
ere I
nfor
mat
ion
Serv
er
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Product Capabilities
IBM Cognos Consumer Insight
BLOGS
DISCUSSION FORUMS
NEWSGROUPS
Source Areas
Dimensional Analysis Filtering Voice
Keyword Search Dimensional
Navigation Drill Through to
Content
Relevant Topics Associated Themes Ranking and Volume
Relationship Tables Relationship Matrix Relationship Graph
COMPREHENSIVE ANALYSIS
SENTIMENT
EVOLVING TOPICSAFFINITY ANALYTICS
Business DriversCustomer CareCorporate Reputation
Campaign Effectiveness
Competitive Analysis
Product Insight
MULTILINGUAL
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Home pageSee what's happening across your social network
BlogsPresent your own ideas, and learn from others
CommunitiesWork with people who share common roles and expertise
FilesPost, share, and discover documents, presentations, images, and more
Micro-bloggingReach out for help your social network
ProfilesFind the people you need
WikisCreate web content together
Social AnalyticsDiscover who and what you don’t know via recommendations
ActivitiesOrganize your work and tap your professional network
BookmarksSave, share, and discover bookmarks
ForumsExchange ideas with, and benefit from the expertise of others
IBM Connections
| © 2012 IBM Corporation42
Questions?
??????
Mark HeidEmail: [email protected]: @mheidLinkedIn: Mark Heid
Aya SofferEmail: [email protected]: @asofferLinkedIn: Aya Soffer
| © 2012 IBM Corporation43
Additional Information
Cognos Consumer Insight http://www-01.ibm.com/software/analytics/cognos/analytic-applications/consumer-insight/
Social Analytics – Overview Interview on YouTubehttp://www.youtube.com/watch?v=hjlwcXJaCWI
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