bigdata and social media analytics

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

2


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



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)



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

5

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

6

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


Demo




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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

9

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


Demo




1




ReportingAdministration Analysis

Welcome Page

Project

Project

Project

ProjectSecurity

Multi-tenancy

SSO

119

Analytics Platform

Message boards

Blogs

News

Cognos 10.1.1Text Analytics

IBM BigInsights 1.3

Search Index

RDBMS g DB

Twitter

Evolving Topics

Facebook

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

2

– 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


Demo




2




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


Demo




2




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“

2

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,...

3

„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

http://www-01.ibm.com/software/analytics/solutions/customer-analytics/social-media-analytics/

http://ibmtvdemo.edgesuite.net/software/analytics/cognos/videos/HTVs/sma-1-2/index.html

http://www-01.ibm.com/support/docview.wss?uid=swg27038638

bigdata and social media analytics

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