Transforming Consumer Data into Actionable Insights

Feb. 24, 2016

Benjamin Spiegel

#ShamelessSelfPromotion

MMI is a data-driven agency mpowering conversations between

brands and consumers.

what we do

for 29 years, MMI has been creating experiences for our

clients

we believe in the value of partnerships

MMI partners with

best-in-class agencies,

technology providers,

startups, and media

platforms to scale and

provide leading results for our

clients.

our approach

@nxfxcom

why KNIME?

123.123.123.123 - - [26/Apr/2000:00:23:48 -0400] "GET /pics/wpaper.gif HTTP/1.0" 200 6248 "http://www.jafsoft.com/asctortf/" "Mozilla/4.05 (Macintosh; I;

PPC)"

123.123.123.123 - - [26/Apr/2000:00:23:47 -0400] "GET /asctortf/ HTTP/1.0" 200 8130

"http://search.netscape.com/Computers/Data_Formats/Document/Text/RTF" "Mozilla/4.05 (Macintosh; I; PPC)"

123.123.123.123 - - [26/Apr/2000:00:23:48 -0400] "GET /pics/5star2000.gif HTTP/1.0" 200 4005 "http://www.jafsoft.com/asctortf/" "Mozilla/4.05 (Macintosh; I;

PPC)"

123.123.123.123 - - [26/Apr/2000:00:23:50 -0400] "GET /pics/5star.gif HTTP/1.0" 200 1031 "http://www.jafsoft.com/asctortf/" "Mozilla/4.05 (Macintosh; I; PPC)"

123.123.123.123 - - [26/Apr/2000:00:23:51 -0400] "GET /pics/a2hlogo.jpg HTTP/1.0" 200 4282 "http://www.jafsoft.com/asctortf/" "Mozilla/4.05 (Macintosh; I;

PPC)"

123.123.123.123 - - [26/Apr/2000:00:23:51 -0400] "GET /cgi-bin/newcount?jafsof3&width=4&font=digital&noshow HTTP/1.0" 200 36

"http://www.jafsoft.com/asctortf/" "Mozilla/4.05 (Macintosh; I; PPC)"

end of user-specified pre-formatted text

data complexity

DATE/TIME DIMENSIONS METRICS

January 1 2001 Source = “Yahoo” 120 visits

February 15 2002 Link ID = 12 75% conversion rate

April 10 2003 15:11 PMKeyword = “Search agency” 5% click through rate

June 2 2015 11:09 AM EST Product = “Shiny shampoo” $12

6/6/2005 Direct 5:12 avg. visit time

@nxfxcom

@nxfxcom

@nxfxcom

data sources

client challenges

real-time events — Shell Houston Open

• Real-time content

• Simultaneous activities

• Multiple real-time platforms

• PR, social, analytics, radio,

TV, and physical activation

experiential social — ”Until 20”

@nxfxcom

• Flexible demands (line length)

• Multiple competitors — film festival

• Location-based media support

• POS integration/bidding

digital launch — Boogie Wipes

• Multiplatform launch

• Dynamic paid support

• Minute-by-minute cross-platform tracking

• Real-time content creation

• CRM Integration

e-commerce — Kandoo

@nxfxcom

• Ratings and reviews

• Paid media

• Specialized algorithms

• Inventory management

• Counterfeiting

the requirements

our approach

Insights to

Action

Acquisition

Modeling

Visualization

Management

acquisition

Acquire data from:

• Multiple databases

• Flat files

• Web APIs

• Unstructured

• Real time

• Behavior

• Models

• Text (a lot of it)

• Binary

Insights to

Action

Acquisition

Modeling

Visualization

Management

modeling

@nxfxcom

Leverage:

• Machine learning

• Predictive

• Linguistic

• Regression

• Clustering

• Sentiment

• Behavioral

Insights to

Action

Acquisition

Modeling

Visualization

Management

visualization

@nxfxcom

Enable:

• Visual storytelling

• Simplification with pictures

• Easy discovery

• Insights creation

• Reporting

• Dashboards

• Scorecards

Insights to

Action

Acquisition

Modeling

Visualization

Management

management

@nxfxcom

We need:

• Aggregate

• Filter and verify

• Combine and merge

• Transform and enhance

• Index and optimize

• Export

• Share and distribute

• Basically ETL on steroids

Insights to

Action

Acquisition

Modeling

Visualization

Management

activation

@nxfxcom

We can:

• Real-time communications

• Individual media optimization

• One-on-one tracking

• Cross-platform activation

• AI-driven content

• Instantaneous measurementInsights to

Action

Acquisition

Modeling

Visualization

Management

social media

last year — #SocialPro in Las Vegas

@nxfxcom

“Social network ad spending to hit $35.98 billion worldwide

in 2017.”

@nxfxcom

lumascape

lumascape — acquisitions

@nxfxcom#SocialPro #24A

I hate tools!

why

• Cross-platform integration

• Granularity

• Al

• Cost

• Data ownership

• Facebook = Facebook

• Reporting

• Real-time insights BS

@nxfxcom

social tools cost up to $100k/brand/month

our only tool: KNIME

our setup

@nxfxcom

• Private networks

• Scheduled jobs

• Backup

• Hosts all instances

• API calls

• Data extractions

• Transformations

• Q&A

• Text analytics

• Modeling

• Alerts

• Data storage

• Aggregation

• Data preparation

• Data serving

• Visualization

• Modeling

• Analysis

• Reporting

• Delivery

• Alerts and automation

our setup

contributions

@nxfxcom

keyword density

keyword density

@nxfxcom

clean HTML retriever

@nxfxcom

clean HTML retriever

@nxfxcom

XML sitemap reader

@nxfxcom

XML sitemap reader

@nxfxcom

Google pagespeed insights

@nxfxcom

Google pagespeed insights

@nxfxcom

Moz link and URL metrics

@nxfxcom

Moz link and URL metrics

random data generator

random data generator

Twitter trends

Twitter trends

CSS validator

CSS validator

HTML validator

HTML validator

XML sitemap reader

XML sitemap reader

what’s next?

Facebook API

things we do now

CRM data

closed loop activation

x

save 128 hours/month

operations

operations

streaming data

motion data

checkin data

Thank you

Benjamin SpiegelCEO, MMI AgencyBenjamin.Spiegel@mmiagency.com