SDL Proprietary and Confidential

Social Intelligence Strategy and RoadmapJuly 2013

Daryl Orts, VP Technology, SDL Social Intelligence

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• Introduction•What is a Social Intelligence platform?•SDL Social Intelligence architecture

Topics

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•Big Data–Billions of daily posts and tweets are generated from tens of millions of

individuals across social networks and open-source channels

•Heterogeneous–Sound and movie files, images, documents, geo-location data, web

logs, and text strings

–Some structured data, but mostly unstructured

–Hundreds of languages and countries

•Real-time–Every minute, there are

• 100,000+ Tweets, 600,000+ Facebook posts, 25,000+ Tumblr posts

Social Media Data

Data Collection & Storage

Real-time data from data aggregators and direct from source providers

Gnip, Spinn3r, Boardreader

Pre-processing: language/country detection, dupe elimination, blacklist/whitelist, sentiment analysis

~80M daily posts stored in warehouse

Social Intelligence - From Data to Insights

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Data Collection & Storage

Real-time data from data aggregators and direct from source providers

Gnip, Spinn3r, Boardreader

Pre-processing: language/country detection, dupe elimination, blacklist/whitelist, sentiment analysis

~80M daily posts stored in warehouse

Search, Organize & Analyze Data

Search on keywords & filter on country, language, dates, and excluded words

Categorize search results

Analyze on languages, countries, authors, channels, sentiment, and more

Social Intelligence - From Data to Insights

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Data Collection & Storage

Real-time data from data aggregators and direct from source providers

Gnip, Spinn3r, Boardreader

Pre-processing: language/country detection, dupe elimination, blacklist/whitelist, sentiment analysis

~80M daily posts stored in warehouse

Search, Organize & Analyze Data

Search on keywords & filter on country, language, dates, and excluded words

Categorize search results

Analyze on languages, countries, authors, channels, sentiment, and more

Social Intelligence - From Data to Insights

Predictive Measurement

Filter on conversations relevant to Customer Commitment Framework journeys: shopping, sharing & advocacy

Compute predictive metrics on customer behavior

Pre-Processor• Language Detection• Country Detection• Basic Categorization • Dupe Detection• Content Tone

Collector Cluster

SDL SM2 Architecture

DW Sandbox

Analytics

Search

Reports

Admin

Post ProcessorReal-time Filtering

SM2

Pre-Processor• Language Detection• Country Detection• Basic Categorization • Dupe Detection• Content Tone

Collector Cluster

2013 SM2 Plan

Candidate Features for H2 2013 Improved Language Detection Improved Authority Rank Search & Filter modifications Improve performance, reliability and

scalability

January – 5.5 CCD integration (minor) visual refresh Data collection improvements

March – 5.6 Support Twitter API changes Custom Source changes (Twitter related) Change to Gnip collector (Twitter related) Data collector configuration (Spinn3r)

June – 5.7 Improved Country Detection 2 year historical data reach (UI) Minor Search set-up changes

SDL SM2 Release Plan

DW Sandbox

Analytics

Search

Reports

Admin

Post ProcessorReal-time Filtering

SM2

Pre-Processor• Language Detection• Country Detection• Basic Categorization • Dupe Detection• Content Tone

Collector Cluster

DW Sandbox

Analytics

Search

Reports

Admin

Post ProcessorReal-time Filtering

DWCCD

Metrics

CustomerJourney

SM2 Integration

Curated Data

Journey Paths

SM2 CCD

SDL CCD Architecture

February – Beta Launch (1.0) Metrics (PCS/BCS/CRS) Customer Journey & Experiences SM2 Integration Industry Benchmarking

June – Market Launch (1.1) Journey Paths

Pre-Processor• Language Detection• Country Detection• Basic Categorization • Dupe Detection• Content Tone

Collector Cluster

DW Sandbox

Analytics

Search

Reports

Admin

Post ProcessorReal-time Filtering

2013 CCD Plan

Candidate Features for H2 2013 Journey Paths attributes (social channels,

content tone, demographics) Enhanced User Experience Performance Improvements of CCD

database Begin migration from SQL Server

infrastructure to new architecture

DWCCD

Metrics

CustomerJourney

SM2 Integration

Curated Data

Journey Paths

SM2 CCD

SDL CCD Release Plan

SDL SI Next Generation Architecture

Pre-Processor• Language Detection• Country Detection• Basic Categorization • Dupe Detection• Content Tone

Collector Cluster

Loader

Indexer

Elastic Search

HDFS

HBase

Map

Red

uce

AP

I

Pre

-pro

cessed

Data

BIG

DA

TA

A

RC

HIT

EC

TU

RE

DW Sandbox

Analytics

Search

Reports

Admin

Post ProcessorReal-time Filtering

DWCCD

Metrics

CustomerJourney

SM2 Integration

Curated Data

Journey Paths

SM2 CCD

Convergence of SDL SM2 and SDL CCD

Pre-Processor• Language Detection• Country Detection• Basic Categorization • Dupe Detection• Content Tone

Collector Cluster

New Sandbox

CCD

Search

New UI

Pre

-pro

cessed

Data

SM2 New Client

Reports

Client Evolution

BIG

DA

TA

A

RC

HIT

EC

TU

RE

New CCD

Loader

Indexer

Elastic Search

HDFS

HBase

Map

Red

uce

AP

I

DW Sandbox

Analytics

Search

Reports

Admin

Post ProcessorReal-time Filtering

DWCCD

Metrics

CustomerJourney

SM2 Integration

Curated Data

Journey Paths

SM2 CCD

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