Extracting Truths From Social Media - KNIME Fall Summit 2016
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KNIME Fall Summit 2016 EXTRACTING TRUTHS FROM SOCIAL MEDIA SEPTEMBER 2016
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Transcript of Extracting Truths From Social Media - KNIME Fall Summit 2016
KNIME Fall Summit 2016EXTRACTING TRUTHS FROM SOCIAL MEDIA
SEPTEMBER 2016
About Me
3
Benjamin Spiegel
Place of birthHometown
AgeLanguages
WebsiteTwitter
54.3233° N, 10.1228° E29.7604° N, 95.3698° W1,112,202,180 secondsGerman, English and Spanish104.130.138.19516739075508703982
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About MMI Agency
MMI AGENCY:at a glance
The way consumers engage with brands is constantly evolving. At MMI, we leverage the power of this new connected social world to engineer meaningful conversations between brands and their consumers. By combining human understanding with actionable insights, we connect with consumers who matter in the moments that matter to them.
CLIENTS KEY CAPABILITIES
30years old
80employees
@mmiagency
/mmiagency
/mmiagency
/company/mmi-agency
[email protected]+1.713.929.6900 • mmiagency.com
INDUSTRY EXPERIENCE
• Consumer packaged goods
• Hospitality and entertainment
• Health care
• Oil and gas
• Financial services
• Manufacturing
• Restaurants
• Government
• B2B technology
• Insurance
Advertising
Brand activation
Branding
Digital media
eCommerce
Experiential
Influencer marketing
Insights and data analytics
Public relations
Social media
Data @ MMI
Our methodology
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1. Data informs our strategy.2. Strategy drives content creation.
3. Content drives audience engagement.4. Engagement creates new data.
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End-to-endapproach
Five (r)evolutions
Measurability (r)evolution
Then and now
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Rating Points / GRP Average positionEngagement RateClick through rate
Cost per clickVisits
VisitorsPage Views
Bounce RateEngaged Visit Rate
ConversionConversion Rate
FollowersKeyword frequency
FansNumber of mentions
ReachSocial bookmarks
Inbound linksBlog subscribers
RetweetsBrand awareness
Forward to a friendIssues resolved and resolution rate
Number of leads (per day, week, month)Cost of lead
Lead conversion rateCost of sale
Revenue (per follower, lead, customer)Lifetime value of customers
Support cost (per customer in social channels)Share of repeat customers (from social media vs other channels)Transaction value per customerAccount Performance
Ad Customizers Feed ItemAd Group Performance
Ad PerformanceAge Range PerformanceAudience Performance
Automatic Placements PerformanceBid Goal PerformanceBudget Performance
Call Metrics Call DetailsCampaign Ad Schedule Target
Campaign Location TargetCampaign Negative Keywords Performance
Campaign Negative LocationsCampaign Negative Placements Performance
Campaign Shared SetClick Performance
Creative ConversionCriteria Performance
Destination URLDisplay Keyword PerformanceDisplay Topics Performance
Final URLGender Performance
Geo PerformanceActiveViewImpressions
ActiveViewMeasurabilityActiveViewMeasurableCost
ActiveViewMeasurableImpressionsActiveViewViewability
AdGroupIdAdGroupName
BiddingStrategyIdBiddingStrategyNameBiddingStrategySourceBiddingStrategyType
BidTypeBounceRateCampaignId
CampaignNameCampaignStatus
ClickAssistedConversionsClickAssistedConversionsOverLastClickConversions
ClickAssistedConversionValue
ClicksClickSignificance
ClickTypeConversionCategoryName
ConversionRateConversions
ConversionTrackerIdConversionTypeName
ConversionValueCost
CostPerAllConversionCostPerConversion
CostSignificanceCpcBid
CpcBidSourceCpcSignificance
CpmBidCpmSignificance
CreativeQualityScoreCriteria
CriteriaDestinationUrlCrossDeviceConversions
CtrCtrSignificance
CustomerDescriptiveName
Consumer (r)evolution
Connected consumers
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Device (r)evolution
Connected everything
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Connected everything
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Big data (r)evolution
Connected information
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Location Social Visual
Transactional Historical Real-time
Unstructured Video 3-D
Data types
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Spreadsheets Streaming JSON
XML SQL Flat files
No SQL Cluster API
Data formats
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Advertising (r)evolution
Marketing technology
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Marketing technology
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Why KNIME
Our needs
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• Cost-efficient• Extendable• Multi-platform• Open source• Scalable
• Innovative• Community• Unbiased• Enterprise
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Advanced analytics
“KNIME’s customer reference ratings are among the highest for good value.“
Gartner 2016 Magic Quadrant Advanced Analytics Platforms
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Advanced analytics
Gartner 2016 Magic Quadrant Advanced Analytics Platforms
“KNIME’s customer reference ratings are among the highest for good value.“
Smart = efficient
Smart data
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SMART DATABIG DATA
SignalsSentiment
EnhancementsRelationships
Filtering
Our solution
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ACQUISITION EXPLORATION ACTIVATION MEASURE
KNIME = instant activation
Key advantage
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Social media
Search data
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The new oil
Extracting social truths
Advertising loves social media.
People share everything.
And we mean everything.
POLITICS
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LOCATIONS
FRIENDS
SPORTS
OPINIONS
CAREER
BIOLOGICAL
TASTE IDENTITY
EMOTIONS
BEHAVIORS
RELIGION
SPORTS
RELATIONSHIPS
How to change mindsPast | Present | Future
How do you reach the right consumers at the right time with the right message
in the right context?
Feeding the agents
Recent Clients
New Prospects
Old Clients
Recent clients
New prospects
Old clients
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Feeding the agentsDigital activities
LikesSharesTweetsPosts
FollowsRelationships
Recent Clients
New Prospects
Old ClientsMoments
Career changesPromotions
Life momentsEvent attendance
New skillsRelationships
Recent clients
New prospects
Old clients
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Feeding the agentsDigital activities
LikesSharesTweetsPosts
FollowsRelationships
Recent Clients
New Prospects
Old ClientsMoments
Career changesPromotions
Life momentsEvent attendance
New skillsRelationships
Recent clients
New prospects
Old clients
Training agent
Training process detects complex patterns in training inputs that the bot uses to make predictions. Patterns are not available externally.
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Scoring pipeline
Recent Clients
New Prospects
Old Clients
Competitors
Interested
Identified
Lost
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Scoring pipeline
Recent Clients
New Prospects
Old Clients
Competitors
Interested
IdentifiedEvaluation agent
Lost
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Scoring pipeline
Cluster 1 (10%)
Recent Clients
New Prospects
Old Clients
Competitors
Interested
IdentifiedEvaluation agent
Cluster 2 (3%)
Cluster 3 (66%)
Cluster 4 (1%)
Cluster 700 (-3%)Lost
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Measuring resultsCluster 2 (3%)
Twitter data
Just a simple tweet?
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How am I?
Who am I?What do I look like?
Where am I?
When?
Did it matter?
With whom?
Where am I going?
What am I doing?
Competitive InsightsWho are the customers of my competition?
Michael Berthold
“Nobody competes with KNIME.”
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Twitter analysis
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Follower locations
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Follower activity
Follower bios
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61
Follower links
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Follower networks
Profile data
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Just a simple bio?
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Bio insights
• Religion• Politics• Partners• Sports
• Music• Heritage• Food• Children
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Bio insights
• Founder• Data mining• Innovation• Research• Science• Passion• Cancer• Enthusiast
• Media• Runner• Food• Music• Love• Blogger• Worm• Dad
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Career insights
• Media• Runner• Food• Music• Love• Blogger• Worm• Dad
How to use images?Shampoo | Blondes | Category involvement
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Where am I?Home | Vacation | Work | Entertainment
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From where do I tweet?
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What do I do there?
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When am I where?
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Who am I based on Twitter?
Benjamin Spiegel is a male living in Rosharon, Texas, and works in Houston, Texas. He spends at least two weeks out of every month in Cincinnati, Ohio, generally Tuesday to Friday. When he is there, he is in or near the Westin. Every couple of weeks, he makes a trip to NYC. When in NYC, he mostly attends conferences and dinner meetings. On the weekends, he spends time with his daughter playing soccer or relaxing at the pool.
