bigdata and social media analytics
TRANSCRIPT
IBM Social Media Analytics 1.2A Big Data Application
Presenter Dillip Kumar Majhi –Bigdata And Social Analytics Solution Architect
Agenda
The scope of social media analytics
Demo
IBM Social Media Analytics: Architecture and Framework
Filtering the noise: configuring relevant social media analytics
A deeper look at some of SMA‘s built-in analytics capabilities
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A deeper look at some of SMA‘s built-in analytics capabilities
No silos: Integrating Social into a 360 degree customer view
Our successful journey to „Application as a Service“
“Social Business” – more than just a facebook page
Uses for social business1
Respond tocustomer questions
Capturecustomer data
78%60%
79%55%
333 3
Source: Institute for Business Value; Business of Social Business Study, 1 Based on responses from individuals having personal experience with customer-related social business activities (n = 599)
Solicit customerreviews and opinions
customer data
Identify and managekey influencers
Today Next two years
79%
71%44%
69%37%
Cognos Consumer Insight 1.1
IBM Social Media Analytics 1.2
Cognos Consumer Insight 1.1
IBM Social Media Analytics 1.2
Organizations are moving beyond promotion towards driving sales and support
Promote events/marketing campaigns
Generate sales leadsand revenue
83%71%
74%51%
44
Provide product andservices support
Sell products directlyto customers
Today Next two years
69%46%
61%35%
Source: Institute for Business Value; Business of Social Business Study, 1 Based on responses from individuals having personal experience with customer-related social business activities (n = 599)
Cognos Consumer Insight 1.1
IBM Social Media Analytics 1.2
IBM Social Media Analytics (SMA) targets many Business Issues -driving actions, not just listening
What are your
How can I identify sales leads ?
Marketing
SalesAre my suppliers getting a bad reputation?
Supply ChainSupply Chain
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What are your questions?
How do consumers feel about our new
messages / ads?
What are emerging customer questions to prime our call center
agents with?
Customer Service
5
What features are our customers asking for?
Product Development
A Social Media Analytics application requires more than Analytics
Deliver results to more than one employee
Provide meaningfulSocial Media Metrics
Take IT out of the picturefor daily operation
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Text Analytics- Detect Brands, Products- Sentiment - Author Geo, Demographics,
Behavior Collection Analysis- Detect emerging topics
in Social Media
Statistics- Automatically discover relationships& affinities
Influencer Identification
Agenda
The scope of social media analytics
Demo
IBM Social Media Analytics: Architecture and Framework
Filtering the noise: configuring relevant social media analytics
A deeper look at some of SMA‘s built-in analytics capabilities
7
A deeper look at some of SMA‘s built-in analytics capabilities
No silos: Integrating Social into a 360 degree customer view
Our successful journey to „Application as a Service“
Demo Scenario: Addressing new customer segments for a grocery store
Business problem: Imagine you‘re Wegmans...
...and you want to enhance your market positioning around „healthy foods“
Approach: Analyze competitors, as well as some key aspects of shopping experience in
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Approach: Analyze competitors, as well as some key aspects of shopping experience in social media
Start: SMA Welcome Page
All your analysis projects in one place
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Save and share configurations across projects Launch the
relevant UI
SMA Reporting Application Dynamically select analysis criteria
1
Guided Navigationaccording to Social Media Framework Individual KPIs
Share of Voice – Check the overall „Brand Health“
I (Wegmans) „lag“ behind my peers
in this space
1
Less positive sentiment, compared
to peers
Certainly room forimprovement
Reach – what are the Top 10 sites where people talk?
Twitter? No surprise –
What‘s tripadvisor doing here – and why
am I missing?
1
Twitter? No surprise –let‘s focus on other
sources....
Proximity to a „Healthy Food“ store is seen as a plus:
The underlying data is always only one click away
1
Start co-marketing activities with certain hotels to pull „healthy food“ shoppers to nearby Wegmans locationsAction
Sanity check – are there certain aspects of the shopping experience we should improve?
Narrow down to a certain aspect
Positive/Negative
1
Positive/Negative sentiment ratio
significantly worse
Product recall
Store Layout
Shaping my message: who‘s talking – and about what ?
1
More females talking around „healthy food“ stores, but sizeable
number of men as well
Overall themes the same, but with different
priority
Understanding what aspects actual shoppers talk about
Trader Joe‘s shoppers significantly different
See „actual shoppers“ for further engagement
1
Evolving Topics – identify & react to the unexpected
1
Topics in social media over time, automatically
identified by SMA
ActionCheck supply chain to pro-actively avoid this problem
Agenda
The scope of social media analytics
Demo
IBM Social Media Analytics: Architecture and Framework
Filtering the noise: configuring relevant social media analytics
A deeper look at some of SMA‘s built-in analytics capabilities
1
A deeper look at some of SMA‘s built-in analytics capabilities
No silos: Integrating Social into a 360 degree customer view
Our successful journey to „Application as a Service“
ReportingAdministration Analysis
Welcome Page
Project
Project
Project
ProjectSecurity
Multi-tenancy
SSO
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Analytics Platform
Message boards
Blogs
News
Cognos 10.1.1Text Analytics
IBM BigInsights 1.3
Search Index
RDBMS g DB
Evolving Topics
Reviews
Video
ProjectProject
Security
E2E Orchestration
InfluencerIdentification
SMA Analytics Pipeline – deeper dive
FetchedData(Json)
Document Analysis Identify Concept mentions
Detect Sentiment Extract Author Location,
Demographics, Behavior
Evolving Topics Topic detection Assignment of Mentions to Topics
AnalysisResults(CSV + Json)
BigInsights Orchestrator Job definition
SMA Flowmanager Job definition
2
Document Analysis & Evolving Topics are running in BigInsights Document Analysis: Jaql scripts for document preprocessing + BigInsights
text analysis rule engine (actual text analysis rules are part of SMA)
Evolving Topics: Jaql scripts for document pre/postprocessing + Java algorithm for topic detection
Processing phases triggered through a 2-level workflow: BigInsights Orchestrator for steps within Hadoop, SMA „FlowManager“ for E2E orchestration (e.g., including „data in + data out“ steps)
SMA Flowmanager Job definition
Whatever we do – our users must not need to care
2
Hadoop, DB2, Cognos,...totally transparent to analysts- they just work with SMA Administration
Results delivered at the right time
CCI 1.1 provided the capability to update social media content once per day
Some use cases call for a higher update frequency:– Identifying sales leads– Monitoring of an ongoing campaign or event– Identifying 1:1 customer engagement opportunities
SMA 1.2 provides additional update frequencies– every 20 minutes– every 2 hours
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– every 2 hours
All trend reports support a breakdown on „hour“ level
Create Cognos alerts for „author with Klout score > 80 expresses negative sentiment about us“
Agenda
The scope of social media analytics
Demo
IBM Social Media Analytics: Architecture and Framework
Filtering the noise: configuring relevant social media analytics
A deeper look at some of SMA‘s built-in analytics capabilities
2
A deeper look at some of SMA‘s built-in analytics capabilities
No silos: Integrating Social into a 360 degree customer view
Our successful journey to „Application as a Service“
The challenge in Social Media....
OBI in the German DIY world OBI in the rest of the world
2
OBI in the German DIY world OBI in the rest of the world
Persil for GermansPersil for the French
All Social Media
Datafetcher
Keyword QueriesConfigure1
Our approach: a multi-level „relevance funnel“
Relevant Blog , Board , Video
2
Analysis
Flexible Type/Concept hierarchy
Text Analysis PatternsAnalyze
2
Board , Video entries…
Product X
Product y
Product Z
Configuration Experience
Word lists andregular
expressions define a particular
concept
2
„Types“ and „Concepts“ define the scope of the analysis – anything from
brands to products to services to events to customer touchpoints to...
Include terms „make up“ the concept
Exclude terms „rule out “ irrelevant meanings
Context terms describe relevant contexts
Agenda
The scope of social media analytics
Demo
IBM Social Media Analytics: Architecture and Framework
Filtering the noise: configuring relevant social media analytics
A deeper look at some of SMA‘s built-in analytics capabilities
2
A deeper look at some of SMA‘s built-in analytics capabilities
No silos: Integrating Social into a 360 degree customer view
Our successful journey to „Application as a Service“
Approach: Multi-lingual, rule-based, deep natural language processing
All our analysis capabilities are provided for multiple languages and multiple data sources
– There‘s value beyond English tweets
SMA uses the BigInsights text analysis engine for base text processing, and runs SMA‘s text analysis rule resources in this engine for „our“ capabilities
My Nikon D5000 doesn‘t work well in fuzzy light conditions. Text
[My] [Nikon] [D5000] [does] [n‘t] [work] [well] [in] [fuzzy] [light] [conditions] Tokens
Part-of-SpeechPP NP NP VAUX NEG VB ADV PREP ADJ NN NN
[My Nikon D5000] [doesn‘t work well] [in fuzzy light conditions]. Syntax Analysis
[My Nikon D5000] doesn‘t work well in fuzzy light conditions. Behavior
[My Nikon D5000 doesn‘t work well] in fuzzy light conditions. Sentiment
BigInsights
SMA
Identifying author behavior in English, German, Spanish, French
Users of a certain product or service– What product features are relevant for them?
Recommenders – E.g., authors mentioning „you should use X“
Detractors – e.g. authors mentioning „stay away from X“
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e.g. authors mentioning „stay away from X“
Prospective users – Potential sales leads for 1:1 engagement– Identify sites where prospective users congregate
SMA as a service
Hosted on SmartCloud Enterprise+
Every customer has their own SMA deployment
SLA: maximum of 2 days between „custom places order“ and „customer receives URL to their SMA welcome page“
Pricing according to the number of social media documents a customer
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Pricing according to the number of social media documents a customer retrieves per month
Besides the user interfaces, customers can also access the SMA Social Warehouse to integrate SMA data into their local business processes
– Through ODBC over SSL
Summary
IBM Social Media Analytics targets multiple use cases in marketing, sales, PR, customer service and product development
– Our Social Media Framework helps to map the right KPIs to a particular use case
IBM Social Media Analytics is an integrated analytic application, harnessing „best of breed“ IBM products
– Using the IBM Big Data platform for content processing– Easy access to insights through Social Media Warehouse and Cognos BI– Optimized data access for predictive analytics
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– Optimized data access for predictive analytics– Sentiment detection in English, French, German, Spanish, Dutch and Chinese
(Simplified and Traditional)– Extracting Geographic, Demographic and Behavioral data for Social Media Authors in
English, French, German and Spanish
„Becoming SaaS“ did not only change the way we do installation: it changed our mindset on things like „performance“, „ease of maintenance“, „migration to new versions“,... (and will continue to do so)
To find out more...
External: http://www-01.ibm.com/software/analytics/solutions/customer-analytics/social-media-analytics/
Product videos (tech, not marketing) – also externalhttp://ibmtvdemo.edgesuite.net/software/analytics/cognos/videos/HTVs/sma-1-2/index.html
„Sales Kit“ with Demos, Resources,...
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„Sales Kit“ with Demos, Resources,...https://w3-03.sso.ibm.com/software/xl/portal/content?synKey=Q420240R36382M68#overview
Integrating SMA data with BI and Predictive Analyticshttp://www-01.ibm.com/support/docview.wss?uid=swg27038638
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