final presentation-mel 3dec2012
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DISCOVERING BUSINESS
AND SOCIAL
OPPORTUNITIES THROUGH
BIG DATA ANALYSIS
03/12/2012
This report is prepared by MIT Mobile Experience Lab and is only for Avea internal use.
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INTRODUCTION
2
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OBJECTIVE
How can AVEA transform the huge amount ofdata daily collected from its millions of usersinto strategic and business opportunities for its
commercial (e.g. corporations) and community(e.g. municipalities) partners?
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APPROACH
01Identify future key market trends and opportunities in bigdata analysis
02Understand the specific proprieties of the AVEA available dataset and define specific computational requirements.
03By considering the existing (or future) AVEA commercial andcommunity partnership, develop scenarios to illuminatebusiness and social opportunities.
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PROCESS
5
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DRIVERS
OF CHANGE
6
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DRIVERS OF CHANGE
MOBILE REVOLUTION MASS DIGITALIZATION SOCIAL NETWORKS
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MOBILE
REVOLUTION
8
In the next years, internet traffic will be mainlygenerated through mobile devices. Data will be
enriched with geographic context, real-timeinformation and proximity relations.
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MASS
DIGITALIZATION
9
In the digital era, the mass production conceptturns into mass digitalization. Every person who
has access to a digital world through mobilephone applications, web interfaces and sensorsnetworks create digital information massivelyover time.
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SOCIAL
NETWORKS
10
Self expression and sharing are significantshifts in todays society. Digitalization makes
people easy to share with their lovers or withinthe network that they feel close to or interestedin.
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UNDERSTANDING BEHAVIOR
THE BIG DATA REVOLUTION
The big data revolution is not just aboutquantities. Recent technological developmentshave radically changed and improved the quality
of available data: the future of big data analysisis to unveil hidden patterns in human behaviors,attitudes and emotions.
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OPPORTUNITY
AREAS
12
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OPPORTUNITY AREAS
RELATIONSNETWORKSENTIMENTMINING
REAL TIME
ANALYSISDENSITY MAPS
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SENTIMENT
MINING
14
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SENTIMENT MINING
>Sentiment analysis or opinion mining refers to the application of naturallanguage processing, computational linguistics, and text analytics to
identify and extract subjective information in source materials.
How can the study of social network lead to a better
understanding of opinions, attitudes, and reactions to
products and services?
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http://en.wikipedia.org/wiki/Text_analyticshttp://en.wikipedia.org/wiki/Text_analyticshttp://en.wikipedia.org/wiki/Computational_linguisticshttp://en.wikipedia.org/wiki/Computational_linguisticshttp://en.wikipedia.org/wiki/Natural_language_processinghttp://en.wikipedia.org/wiki/Natural_language_processinghttp://en.wikipedia.org/wiki/Natural_language_processinghttp://en.wikipedia.org/wiki/Natural_language_processing -
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RELATIONS
NETWORK
17
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RELATIONS NETWORK
>Network science studies two types of phenomena: the social,mathematical, and biological rules governing how social networks form
("connection") and the biological and social implications of how theyoperate to influence thoughts, feelings, and behaviors ("contagion").
How can the study of network connections and nodes
lead to a better understanding of social influence and
human behavior?
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DENSITY MAPS
20
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DENSITY MAPS
>Real-time tracking and open data initiatives (e.g. crime reports) can
lead to the development of accurate density map able to inform
decision-making processes at the individual at urban scale.
How can the study of urban mobility - pathways,
flow, and spatial distribution - enrich our
understanding of cities and communities?
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>
GEOTARGETING
22
>
URBANPLANNING
Personalize adsbased on customersmovements andprediction of futurepaths.
Model large groupsactivities and planurban servicesaccordingly.
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REAL-TIME
ANALYSIS
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>The access to real-time information is critical for tuning the services
to the evolving needs of the contemporary customer, targeting and
retargeting customer at the proper time and react promptly tosuddenly changes.
REAL TIME ANALYSIS
How can real-time data analysis inform planning
and allow for quick reactions and on-going
refinement?
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>
INSTANTTARGETING
25
>
SERVICETUNING
Targeting or re-targeting
The quality ofservice can bedynamically adaptedto the emergingneeds of customers.
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INITIAL
FRAMEWORK
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27SENTIMENT MININGMonday, December 3, 2012
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28RELATIONS NETWORKMonday, December 3, 2012
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29DENSITY MAPSMonday, December 3, 2012
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30REAL TIME ANALYSISMonday, December 3, 2012
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31
INTERNAL
SERVICE OPTIMIZATION
INFOR
M
VISUA
LIZE/
REPORT
DEVELOP
SERVICES
/APPS
EXTERNAL
NEW BUSINESS PARTNERSHIPS
GATHER RELEVANT
INFORMATION TO FINE
TUNING EXISTING
SERVICES
DEVELOP NEW
SERVICES TO IMPROVE
AVEA CUSTOMERS
EXPERIENCE
CREATE STRATEGIC
ALLIANCES AND
CO-DEPLOY NEW
SERVICES OR
PRODUCTS
SELL REPORTS AND
VISUALIZATION TO
HELP CORPORATE
CUSTOMER TO
IMPROVE THEIR
MARKETING
STRATEGIES, PRODUCT
OR SERVICES.
APPROACH
OUTPU
T
OPPORTUNITY
MAP
AVEA - MIT
31/10/2012
---
DISCOVERING BUSINESS AND SOCIAL
OPPORTUNITIES THROUGH BIG DATA
ANALYSIS
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STRATEGIC
FRAMEWORK
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RELATIONS NETWORK
POWER USERS
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>A power user is a user of a personal computer who has the ability to use
advanced features of programs which are beyond the abilities ofnormal
users. In the world of social networking this means an individual who hasa large number of subscribers, who posts a lot of original content and in
this way influences a large number of people.
POWER USERS
Power Users strategies recognize the power of one
active user to influence or persuade groups or a
multitude of followers.
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>TWITTER GRADER
Twitter Grader bases yourscore on the number offollowers you have, thepower of this network offollowers, the pace of yourupdates.
>KLOUT
Social media analysis is doneon data taken from sitessuch asTwitter, FB, Google+and Wikipedia and measuresthe size of a person'snetwork, the content created,and purports to measure
how other people interactwith that content."
>PEERINDEX
PeerIndex measuresinfluence by measuringActivity, Audience andAuthority. The Authoritymeasure is boostedwhenever others like,comment and/or engagewith your activity. Audiencemeasures reach relative tothe rest of the population,while activity measuresactivity compared to the restof the population.
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>What are the strategic assets AVEA can exploit to define a strategy based
on power users analysis?
>How AVEA can develop new partnerships and business alliances based
on the specificity of its base of data?
POWER USERS
LEVERAGING AVEA ASSETS
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FACE-TO-FACE
NETWORKS
37
Social Networks are based on digitalconnections between people. AVEA has the
access to the richness of real worldrelationships.
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GEOGRAPHIC
LOCALIZATION
38
Connection on social networks are static andpredefined; AVEA has the possibility to
dynamically determine the structure of thenetwork, considering proximal relations.
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REAL-TIME
MAPPING
39
Social network connections are static andpredefined; AVEA has the possibility to
dynamically map the evolution of networks overtime.
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>The goal is to define a roadmap to exploit the
business opportunities related to PowerUsers analysis.
The framework is composed by a set of
elements that identify the main aspects that
need to be taken into consideration while
developing a strategy based on big data
analysis.
POWER USERS
FRAMEWORK
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AVEA CUSTOMERS NETWORK
OpportunitiesUnderstanding the structure of the network: who is influencing who. This
is based on the analysis of real life relationships that can be dynamically
mapped over time and space.
ConstraintsEfficient technological infrastructure.
Privacy issues.
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SOCIAL NETWORK SERVICES
OpportunitiesContent analysis: understanding who is talking about what and its
impact on social network services.
ConstraintsCustomers have to share their personal social network account
information with the AVEA infrastructure.
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VERTICAL SECTORS (e.g. health care, banking)
OpportunitiesBehavioral analysis: understanding how people behave in a certain
market sectors, how they use products or services.
ConstraintsDefinition of business partnership.
Privacy issues.
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SOCIAL INFLUENCER (AVEA CUSTOMERS NETWORK)
A specific score can be assigned to the different customers to represent
their power to influence the other nodes of the network.
This profile can be built considering the structure of the phone calls
(frequency, duration, etc.) or/and SMS.
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OPINION LEADER (AVEA CUSTOMERS NETWORK + SOCIAL NETWORKS)
The opinion leader profile is built starting from the social network activityof specific users. This data is based on the analysis of contents and
sentiments.
Combining this data with the analysis of the AVEA customers it is
possible to understand who is influencing who and how opinions toward
products or services spread throughout the social network.
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PRODUCT EXPERT (AVEA CUSTOMERS NETWORK + VERTICAL SECTORS)
The Product Expert profile is built starting from the information collectedand analyzed by a company or public institution (e.g. bank, health-care
system). This data describes how people behave in a specific market
sector.
Combining this data with the analysis of the AVEA customers it is
possible to understand who is influencing who and how this affect thebehavior and the habits of people.
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TARGETING
Selecting customers on the basis of their potentiality to spread the ads
throughout their network of influence.
To maximize the message value, this can be done taking into
consideration geographic (proximity) and temporal dimension.
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INVOLVING
Power users can be involved in special loyalty programs that provide
them special benefits based not only on their fidelity to the brand, but
also on their social influence.
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ACTIVATING
Power users can be activated as agents to spread a message or to
rethink existing business models. Customers can access to additional
benefits, by performing certain tasks or achieving a specific goal.
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SOCIAL
TARGETINGUsually geo-reference ads are delivered
according to space and time information.
AVEA can add a fundamental aspect to this
equation: sociality.
Selection of Power User to maximize the
impact of the message.
Context: power uses can be addressed
when they are in a proximal relations with
their friends, at the proper time, in the right
space.
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FREE
BENEFITS
Loyalty programs are generally based on
the frequency of use of a certain product.
The possibility to address opinion leadersthat are power users in a certain
community can lead to the development of
new loyalty programs based on social
influence.
Free perks; product trials and benefits.
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COUPONS
2.0
Coupons usually target individuals. Also
recent services, like GroupOn or Living
Social promote individual offers.Coupons 2.0 leverages the idea of proximity:
special coupons can be delivered when the
customer is a certain place, with certain
people. Coupons 2.0 are based on the idea
that the discount or the promotion is betterif shared with friends.
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APPROACHOPPORTUNITY
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INTERNAL
SERVICE OPTIMIZATION
INFO
RM
VISUALIZE/
REPORT
DEVELOP
SERVICES
/APPS
EXTERNAL
NEW BUSINESS PARTNERSHIPS
GATHER RELEVANT
INFORMATION TO FINE
TUNING EXISTING
SERVICES
DEVELOP NEW
SERVICES TO IMPROVE
AVEA CUSTOMERS
EXPERIENCE
CREATE STRATEGIC
ALLIANCES AND
CO-DEPLOY NEW
SERVICES OR
PRODUCTS
SELL REPORTS AND
VISUALIZATION TO
HELP CORPORATE
CUSTOMER TO
IMPROVE THEIR
MARKETING
STRATEGIES, PRODUCT
OR SERVICES.
APPROACH
OUTPU
T
OPPORTUNITY
MAP
AVEA - MIT
31/10/2012
---
DISCOVERING BUSINESS AND SOCIAL
OPPORTUNITIES THROUGH BIG DATA
ANALYSIS
SOCIAL
TARGETING
COUPONS 2.0
FREE
BENEFITS
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This report is prepared by MIT Mobile Experience Lab and is only for Avea internal use.
Team:
FedericoCasalegnoPelinArslan
LeonardoGius>
AlanChiaoKerenGu
KwadwoNyarko
BharadwajJanarthanan
AnirudhSailesh
KarenSu