Post on 01-Nov-2014
description
Lauren Conrad 1.7 Million Twitter Followers
HOW HOLLYWOOD LEARNED TO LOVE THE SEMANTIC WEB
Mandy Moore 2.3 Million Twitter Followers
A SEEMINGLY SIMPLE PROCESS
• We match brands with celebrities that reach their target audiences on Twitter.
• We write endorsement copy that is authentic to the celeb and will resonate with followers.
• Through OAuth to celeb’s Twitter accounts, we distribute approved endorsements.
• We count the conversations the
campaign inspires, plus clicks-though, retweets, etc.
WHY CELEBRITIES?
Kim Kardashian 7.2 Million Twitter Followers
• Top Celebrities can get 15,000 clicks per tweet.
• The NYT and WSJ average about 400.
• Celebrities cut through the noise.
BBC AMERICA’S TOP GEAR
BBC AMERICA’S TOP GEAR
We count the Clicks
We count the Retweets
We count the Conversations
AUTHENTIC CONVERSATIONS
BBC campaign encouraged people to share stories of their first car. The hashtag #myfirstcar was distributed by celebrities who seeded the conversation with stories of their first vehicle. Success Metric: created over 15,000 responses for #myfirstcar, highest-rated show in Top Gear history
#myfirstcar #myfirstcar
#myfirstcar
TOYOTA SIENNA – SWAGGER WAGON
TOYOTA SIENNA – SWAGGER WAGON
We count the Clicks
We count the Video Views
We count the Retweets
2.8 MM Views
DEVELOPING A UNIQUE EXPERTISE:
Ad.ly CONNECTS BRANDS WITH CONSUMERS VIA TOP CELEBS
Cristiano Ronaldo 2.5 Million Twitter Followers
• 1,000 of the top celebrities, artists and athletes on Twitter.
• 24,000 successful celebrity endorsements in 18 mos.
• 150 Brands: NBC, Sony, Best Buy, Old Navy, Microsoft, etc.
DEVELOPING A UNIQUE EXPERTISE:
Ad.ly CONNECTS BRANDS WITH CONSUMERS VIA TOP CELEBS
Cristiano Ronaldo 2.5 Million Twitter Followers
• 1,000 of the top celebrities, artists and athletes on Twitter.
• 24,000 successful celebrity endorsements in 18 mos.
• 150 Brands: NBC, Sony, Best Buy, Old Navy, Microsoft, etc.
• 100K Prospects: accounts on Twitter over 10K followers
Paul Pierce 1.8 Million Followers
• Needed to get our arms around celebrity data & make it actionable.
• Must integrate with all aspects of the
business from pre-to-post-campaign.
CHALLENGE: CODIFY OUR TRIBAL KNOWLEDGE
0 20000 40000 60000 80000 100000 120000
Jan-‐10
Jun-‐10
Nov-‐10
Apr-‐11
Sep-‐11
Feb-‐12
# Celebs
HOW CAN WE DO THIS?
My Profile Studied at Maryland Did a project @ MINDSWAP with Prof. Jim Hendler on early SPARQL implementation Did the IBM Extreme Blue Internship Program working on OLAP Went to Google / YouTube – not much culture of SemTech Never deployed semantic technologies until… Ad.ly: • Had a pressing business need • Had limited resources • Had limited funds
Disclaimer: I was a skep0c
FREEBASE SATIATED MY SKEPTIC
http://www.freebase.com/view/en/kim_kardashian
/en/kim_kardashian
WHY LINKED DATA IS WORKING
Tera-sized datasets are now available for real world concepts. Celebrities are well-annotated. Lots of industry interest: • Google buys Freebase, dataset grows • Linked Data explodes • Facebook’s OpenGraph embeds RDFa
everywhere • Facebook’s Graph API brings graph datasets to
the masses w/ REST+JSON
Great data & technology licensing terms for business. • Freebase Acre is a great way to prototype This just wasn’t true 6 years ago.
How: 5 steps to integrating linked data
UNDERSTAND WHAT YOUR “THINGS” ARE
CHOOSE A LINKED DATASET
RECONCILE YOUR THINGS
1
2
3
BUILD BUSINESS INTELLIGENCE
FEEDBACK & MAINTENANCE
4
5
ADLY DATA MODEL
Endorsement* Adver@ser* Celebrity*
150 Total 24K Total 1K Total
Expected 10K in 6 months Prospect 100K inside of a year
*All entities have performance & analytics data
ADLY CELEBRITY
Snoop Dogg (Celebrity)
hHp://twiHer.com/snoopdogg
hHp://facebook.com/snoopdogg
Followers: 3.3M
Gender: 54.3% Male, 45.7% Female
Top Ci@es: LA, NYC, Chicago, Atlanta, DC
Top Countries: USA, India, Philippines
Avg RTs per Ad: 21
Fans: 8.9M
…
Avatar: aaa
How: 5 steps to integrating linked data
UNDERSTAND WHAT YOUR “THINGS” ARE
CHOOSE A LINKED DATASET
RECONCILE YOUR THINGS
1
2
3
BUILD BUSINESS INTELLIGENCE
FEEDBACK & MAINTENANCE
4
5
CHOOSING WHAT TO LINK TO
Linking Open Data cloud diagram, by Richard Cyganiak and Anja Jentzsch. http://lod-cloud.net/
TOUR OF LINKED DATA
How: 5 steps to integrating linked data
UNDERSTAND WHAT YOUR “THINGS” ARE
CHOOSE A LINKED DATASET
RECONCILE YOUR THINGS
1
2
3
BUILD BUSINESS INTELLIGENCE
FEEDBACK & MAINTENANCE
4
5
ADLY CELEBRITY
Snoop Dogg
hHp://twiHer.com/snoopdogg
hHp://facebook.com/snoopdogg
Followers: 3.3M
Gender: 54.3% Male, 45.7% Female
Top Ci@es: LA, NYC, Chicago, Atlanta, DC
Top Countries: USA, India, Philippines
Avg RTs per Ad: 21
Fans: 8.9M
…
Avatar: aaa
ADLY CELEBRITY WITH FREEBASE
Snoop Dogg
hHp://twiHer.com/snoopdogg
hHp://facebook.com/snoopdogg
Followers: 3.3M
Gender: 54.3% Male, 45.7% Female
Top Ci@es: LA, NYC, Chicago, Atlanta, DC
Top Countries: USA, India, Philippines
Avg RTs per Ad: 21
Fans: 8.9M
…
Avatar: aaa
hHp://freebase.com/en/snoop_dogg
Image: aaa
Aliases: Calvin Cordozar Broadus, Jr.
Professions: Rapper, Musician, Actor
Date of Birth: 10-‐20-‐1971
Gender: Male
Marital Status: Married
RECONCILING WITH FREEBASE
• As new Celebrities come into our system, they are added to the “Match Queue”
• When 2 experts agree on a match, the Celebrity is “reconciled” with the freebase entity
New Celebrity enters queue
Judgement s@ll out
Skip
New
Freebase ID Matched!
2x Confirmation
RECONCILING WITH FREEBASE
RECONCILING WITH FREEBASE
MATCH!
RECONCILING WITH FREEBASE
RECONCILING WITH FREEBASE No clear match
ADLY DATA WITH FREEBASE
Snoop Dogg
hHp://twiHer.com/snoopdogg
hHp://facebook.com/snoopdogg
Followers: 3.3M
Gender: 54.3% Male, 45.7% Female
Top Ci@es: LA, NYC, Chicago, Atlanta, DC
Top Countries: USA, India, Philippines
Avg RTs per Ad: 21
Fans: 8.9M
…
Avatar: aaa
hHp://freebase.com/en/snoop_dogg
Image: aaa
Aliases: Calvin Cordozar Broadus, Jr.
Professions: Rapper, Musician, Actor
Date of Birth: 10-‐20-‐1971
Gender: Male
Marital Status: Married
FREEBASE RELATIONAL MAPPING
• Special shout out to author Jeff Schenck • Also could be called FreebaseAlchemy • RDFAlchemy already exists!
DATA FLOW
<code> c.freebase_date_of_birth
</code> Freebase
MQL Query
web1 cache1
<code> c.name </code>
db1 SQL Query
web1
DATABASE PROPERTY:
FREEBASE PROPERTY:
FREEBASE TOOLS
http://matchmaker.freebaseapps.com/
Matchmaker
http://freebase.com/queryeditor
Schema Explorer http://schemas.freebaseapps.com/
Acre http://acre.freebase.com/
MQL Query Editor
How: 5 steps to integrating linked data
UNDERSTAND WHAT YOUR “THINGS” ARE
CHOOSE A LINKED DATASET
RECONCILE YOUR THINGS
1
2
3
BUILD BUSINESS INTELLIGENCE
FEEDBACK & MAINTENANCE
4
5
DEMO: FILTERING
DEMO: AUGMENT VISUAL DISPLAY
https://admin.ad.ly/admin/celebrity/5391/bio/
PLAYING WITH SEMANTIC DATA
WHAT YOU CAN DO • Provide context on reconciled
entities
• Filter on Properties – We do this in our Celeb Finder
• Machine learning on Properties – Add into clustering as signal
• Reasoning
– Need to serialize internal facts into RDF & create Ontology
– Query a SPARQL endpoint
TOOLS I’D USE TO DO IT
Cwm
How: 5 steps to integrating linked data
UNDERSTAND WHAT YOUR “THINGS” ARE
CHOOSE A LINKED DATASET
RECONCILE YOUR THINGS
1
2
3
BUILD BUSINESS INTELLIGENCE
FEEDBACK & MAINTENANCE
4
5
FEEDBACK & MAINTENANCE
Tell us what’s b0rked!
Negative Feedback
Op-Amp Abstraction
In Out
FEEDBACK QUEUE
Summary
• You don’t need a cross PhD in Computer Science and Philosophy to use SemTech today for visual augmentation and business model properties
• Linking datasets benefit from human intervention, but tools like the Reconciliation Queue makes this task easier & scalable
• This 5 step process sets you up to do long term advanced Semantic Analysis with Reasoning, Machine Learning, and so much more
THANK YOU!
50 Cent 5.4 Million Twitter Followers
Chris Testa testa@adly.com @crstesa