become data driven from social

GA Social Databecome data driven

from Social data

@Pabu01@GA_London@Keboola

With General Assembly and #smwldnhttps://goo.gl/B0dsh5

@pabu01 #keboola@ga_london

https://goo.gl/B0dsh5

https://goo.gl/B0dsh5

Pavel Dolezal - Some history

Ataxo - 15.000 clients / 4 countries

Ataxo Social Insider - acquired by SocialBakers - Twttr history, FB, etc. listening

joined Keboola to work on $ to data



Two things for the presentation:- Go Wide - take down the data silos across the organization

& try to get whole customer journey view. From Ads through conversions to support tickets

- Go Deep - it is possible today to easily and cheaply to analyze even unstructured text using ML apps = abstract the meaning

Questions

Data

Context

Questions - to start with data you NEED to have questions. Without question you can’t set up tests, you don’t know what data to look at.

Data - thanks to cloud technologies it is easy, fast and cheap to get together data from different source and make it available to business users for exploration via self serving BI tools and even apply machine learning algorithms via AppStore

Context - you have unique understanding of your environment, time and value to apply the results into business. No machine can do that.

Social is conversation !1to1 - you can analyse the conversation yourself :)

Many2Many

It is hard to keep track of thousands of conversations and abstract meaning. This is where you need to apply Machine Learning and things like Natural Language Processing

Meta MetricsLikes

Reach, etc.

Social Listening

Good for content management , but where is $$$ ???


Historically it used to be almost impossible to understand the meaning of unstructured text in a reliable and inexpensive way. So we as an industry have reverted to vanity metrics. They are great for content management curation, but don’t connect with business and their KPIs, so we were disconnected, business didn’t “understand” the value of social…..

Times are changingI. Lead gen

multichannel cost attribution ,but you’re missing the important part - the conversationII. Bring structure and analyse

History -hire data scientist, CAPEX servers, take 3-6 months and get one off insight


Today you can attribute the leads from different channels, including social (check out Gartner’s article: http://goo.gl/GL5vNj ) But you loose the best part of social - the conversations and its meaning. Basically you give up everything that happens before the click out of social

Or you can use tools that help you to apply ML into unstructured conversation and schedule the whole process so you actually have results every day and integrated into your daily routines and decission processes….

http://goo.gl/GL5vNj

http://goo.gl/GL5vNj

Lead gen

Like virtual mobile company Gorila Mobil did and gained 150.000 subscribers in 4 months and sold their company to O2 in 7m for 35x ROI - pic) read more: http://goo.gl/tzUOOs

http://goo.gl/tzUOOs

Bring structure and analyse - go deep

Hotels - storyWe have an international hotel franchise.

You do a marketing and sell leads to your franchises.

When you try to decide which event to target and you look only to your hard data (accounting, etc.) you know about your customers:

WHAT they buy & HOW MUCH.

But you don’t know WHO they are and WHY they come….you miss what they talk about and how has the group developed socially from the last time the event took place @pabu01 #keboola

@ga_london

So you know that CominCon attendees were nerds and you know they didn’t spend too much and didn’t talk to people...so you might make the wrong decision not to target the event and it’s attendees for your hotel….


But you missed the history...the group of nerds has changed and today it’s the most affluent and cool group you might target for your hotel :)

Events

Facebook/Twitter texts/discussion

- frequency- NLP (ML, self learning algorithms)- profiles- feedback forms

=> targeting

HARD ???

What you did


In order to conduct analyses like that you needed to go through all of the above steps. Historically it was almost impossible to do this in a repetitive manner within reasonable cost and make the results accessible to all the business users on daily bases….

Live presentationDuring this part I was showing live how you actually:

- get the data inside Keboola Connection- blend it easily together- apply NLP through one of the apps in our

appstore from Geneea.com- analyze the results real time using Tableau


Data Integration platform

Machine Learning App doing NLP

Live demoFor the purpose of this presentation I embedded video which shows Keboola Connection, data extraction and integration and writing of the results into GoodData.

More videos, like integration with Tableau can be found at: https://goo.gl/k36aQX

http://www.youtube.com/watch?v=h46t0_nOtyI

Tools we used:

Keboola Connection

Geneea app

Self service GoodData/Tableau

I showed a real case with Avast.com data. It took us

1 day & 1.000 pounds to produce.@pabu01 #keboola@ga_london

More...

More of the examples and real world case studies will be published in the coming ebook…

If you are interested, please e-mail me [email protected] or Twitter @pabu01

mailto:[email protected]



How To ?

★ Know WHAT you want to achieve

★ Data Sources

★ Bring $ (UK =£ :) into Social

★ Right Tools to consume


Know WHAT you want to achieve

Right KPIs that are not just content driven, but business driven - who’s responsible?

Best Case Scenario:

Have them aligned /w department heads and C level = driven by data has to go across departments


Data SourcesSocial:

- channels and meta metrics- unstructured conversations into structure -> £

Advertising data

ClickStream Data

CRM

HelpDesk

ERP - logistics, claims, returns of goods, etc.@pabu01 #keboola@ga_london

Bring £££/$$$ into Social

Business run to make money, CF is like blood and the best

and the easiest way to achieve something is to assign $ value

to it.

Work with business and finance.


Tools

When you really want your company to become data driven you have to choose the right tools where/how/when/to whom to display the data. We believe that there is not a single tool for every use and we see more heterogenous data environment which is possible thanks to cloud data integration.


Clevermaps.cz is a great tool for displaying information which is natively connected with geo like sales/social conversations/demographics within a certain area

Democratize DataSelf Serv - make it easy for people to sort through dataShare!!!!!!! - make it part of daily conversations, KPIs, etc.Orchestrate!!! - make it repeatable. Not just one off efforts :)

When everyone within the org makes 1.000pounds a month extra = you can double the profit… (Keboola customers:McPen, Slevomat, Bata, ZenDesk, etc.)


How to startHow you can start and how much it costs:

1. Discovery - Q&A - make sure your vendor understands your problems and current situation

2. POC 4-10 MDs - before you commit to certain technology, set up a short and cheap proof of concept so you can actually “touch it”

3. I/ phase up to one month - the first phase of implementation shouldn’t be longer than 1-2 months otherwise you loos the internal momentum @pabu01 #keboola

@ga_london

Deep Wide$$$

GO:

Bring:

Qs

Do we need to be programmers?No, you should choose someone to help you with onboarding though and he should know/learn basics of SQL. Some great resources ( www.codeschool.org , www.sqlteaching.com )

Do we need you to do it ?Not at all. Our philosophy is that we really want to enable our clients to do it themselves or with the help of right implementation / consultancy partner. We can help you to find the right one.


http://www.codeschool.org

http://www.sqlteaching.com



Qs

How can I learn this on my own?Some of the SQL resources are above. It takes just couple of hours. We will also do some workshops and courses. So, please, keep looking at @pabu01 @keboola or e-mail me [email protected] for more info on that :) Also, check out our activity with @datagirls

We have our own ML and would love to put it on top of the process.Perfect! Keboola Connection enables you to write your own R scripts or take your algorithms, wrap it up in Docker ( see how: http://goo.gl/jg0HEJ ) and make it part of our AppStore for other customers as well.



http://goo.gl/jg0HEJ

Qs

We have our own reporting, do we have to switch to Tableau or GoodData ?Nope...our philosophy is NO VENDOR LOCK IN!!!! So, as you can easily take all of the data and transformations you have created using Keboola, we are also very keen on bringing in new technologies for you to consume the data. Lately we have added SAS Visual Analytics, working on YellowFin, Chartio, Periscope, Qlikview, etc.

It usually takes us just couple of man days to connect new software, so if you need it for you project, we will try to make everything possible to help you :)


For more info, pleas take a look at wiki.keboola.com or [email protected]

Have a great day :))))))


Also...

I am preparing an ebook and if there is enough interest I will prepare webinars and on site workshops in London, Prague, NYC and Vancouver.

If you are interested, please e-mail me [email protected] or Twitter @pabu01




Back Up Slides

More examples of dashboards from advertising world...


CompareDoubleClick &

Google Analytics

ComparePaid & Organic

Facebook

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