data-driven marketing roadshow attivio - march 27, 2014
DESCRIPTION
Presentation by Attivio General Manager Europe Peter Philipp. Data-Driven Marketing Road Show at DCU The Helix, Dublin, March 27 2014TRANSCRIPT
Delivering Big Content
Insight for Marketing
Peter Philipp
© 2014 ATTIVIO | PROPRIETARY AND CONFIDENTIAL
Avoid data theft and downtime by extending the
security perimeter outside the data-center and
protect from increasing frequency, scale and
sophistication of web attacks.
What is Big Data, really?
© 2014 ATTIVIO | PROPRIETARY AND CONFIDENTIAL
The Data Universe Big Bang
The Data Universe
Structured
Unstructured
Unstructured Data
Unstructured
Content
Business Intelligence
Enterprise Search
© 2014 ATTIVIO | PROPRIETARY AND CONFIDENTIAL
The (more) Complete Data Universe
The Data Universe
Structured
Unstructured
Unstructured Data
Unstructured
Content
© 2014 ATTIVIO | PROPRIETARY AND CONFIDENTIAL
Can you really use Big Data tools for Big Content?
Big Data Big Content
Many small records needing
reduction into something
meaningful
Many large documents often
needing individual
decomposition into multiple data
points
Often very high rates of change at
machine speeds, usually net-new
records
Rates of change at human speeds,
often in the form of updates
Many different varieties of sources
(social, web logs, sensors, etc.)
Dozens of languages, hundreds of
file types. Ultimately very “jagged”
data results
Vo
lum
eV
elo
cit
yV
ari
ety
© 2014 ATTIVIO | PROPRIETARY AND CONFIDENTIAL
Understanding your customer‟s sentiment
Will the word „sick‟ be good or bad?
© 2014 ATTIVIO | PROPRIETARY AND CONFIDENTIAL
Avoid data theft and downtime by extending the
security perimeter outside the data-center and
protect from increasing frequency, scale and
sophistication of web attacks.
Let‟s look at Big Content a bit closer
To: X Airline Service <[email protected]>
From: Joe Customer [email protected]
Subject: My recent experience with your phone agent
Date: 3-1-2013 01:35:00
I travelled on your airline from San Francisco to Boston and had a terrible experience with
your phone agent. I had recently been granted frequent flyer status on your airline matching
my status on airline Y and when I checked in for my flight was able to select a window
upgraded seat. However, when I arrived at the airport, I was in a middle seat. I called the
customer help desk and was told that “no seats are guaranteed” and there was nothing that
could be done for me. The agent spoke in a very rude tone, not the way I would expect you
to treat your frequent flyers.
© 2014 ATTIVIO | PROPRIETARY AND CONFIDENTIAL
Avoid data theft and downtime by extending the
security perimeter outside the data-center and
protect from increasing frequency, scale and
sophistication of web attacks.
What does this single email tell us?
To: X Airline Service <[email protected]>
From: Joe Customer [email protected]
Subject: My recent experience with your phone agent
Date: 3-1-2013 01:35:00
I travelled on your airline from San Francisco to Boston and had a terrible experience with
your phone agent. I had recently been granted frequent flyer status on your airline matching
my status on airline Y and when I checked in for my flight was able to select a window
upgraded seat. However, when I arrived at the airport, I was in a middle seat. I called the
customer help desk and was told that “no seats are guaranteed” and there was nothing that
could be done for me. The agent spoke in a very rude tone, not the way I would expect you
to treat your frequent flyers.
Sentiment
Competitor
Key terms for my
industry
Relevant Airport
Locations and
Route
Customer emailCustomer name
© 2014 ATTIVIO | PROPRIETARY AND CONFIDENTIAL
What could the value of a lot of emails be?
• Now we can
answer new
questions like:
• “Which routes are
driving negative
customer
experiences and
why are they
unhappy with
those routes?”
© 2014 ATTIVIO | PROPRIETARY AND CONFIDENTIAL
Building Bridges from Big Content to Big Data
• Leverage Text Analytics routines for interpreting content
• Entity Extraction: detection of people, places, things
• Key Phrase Detection: identifying topics and concepts
• Classification: sentiment analysis, categorization
• Lean on metadata layers
• Corporate taxonomies (e.g. product hierarchies, sales territories, etc.)
• Controlled vocabularies (e.g. Medical Subject Headings)
• It‟s all about tying the Content back to a Business Entity
• For example: identifying that the email is a complaint about Product XYZ
© 2014 ATTIVIO | PROPRIETARY AND CONFIDENTIAL
Big Content is everywhere!
Verticals Information Sources for Analysis
Financial Services / Insurance News, research reports, email, company filings, claims
Pharma / Life Sciences Patents and applications, clinical trials annotations,
electronic lab notebook, technical publications
Healthcare Patient records, care management systems, surveys
Government Analyst reports, news, communications, intelligence
Manufacturing / High Tech Parts catalogs, manuals, purchase orders, maintenance
comments, shift logs, field reports, safety reports
Media / eCommerce Social media, news, blogs, reviews
© 2014 ATTIVIO | PROPRIETARY AND CONFIDENTIAL
Case StudyMajor UK Retailer
• Leverage data from all sources to drive actionable insights in
real time
• Understand the impact of posts, sentiment on product
revenues and promotions
• Optimize to supply to demand
• Provide search and text analysis for
Facebook, Twitter, Databases and internal chat Yammer
integrated into BI tool
• Key phrase and entity extraction, document classification
according to customer product hierarchy, sentiment analysis
• Delivery in 4 weeks
• Maximize revenue from promotions – tap into trends, events, etc as
they happen
• Execute 1-1 marketing & merchandising strategies in real-time
• Quickly understand the „why‟ behind the „what‟ – tap into positive
revenue trends
© 2014 ATTIVIO | PROPRIETARY AND CONFIDENTIAL
Social Media AnalysisFull search
integration, let’s try bread
Select areas where sentiment is mostly negative in social media
Focus on negative comments
“Bread Dated” is a keyphrase, lets
see why… Customers are complaining that stale bread is
continually sold in stores!
Drill deeper by campaigns or promotions
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THANK YOU