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

Facebook

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

letstalk@mmiagency.com+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

34

The new oil

Extracting social truths

Advertising loves social media.

People share everything.

And we mean everything.

POLITICS

40

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

45

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.

46

Scoring pipeline

Recent Clients

New Prospects

Old Clients

Competitors

Interested

Identified

Lost

47

Scoring pipeline

Recent Clients

New Prospects

Old Clients

Competitors

Interested

IdentifiedEvaluation agent

Lost

48

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

49

Measuring resultsCluster 2 (3%)

Twitter data

Just a simple tweet?

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53

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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57

Twitter analysis

58

Follower locations

59

Follower activity

Follower bios

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61

Follower links

62

Follower networks

Profile data

64

Just a simple bio?

65

Bio insights

• Religion• Politics• Partners• Sports

• Music• Heritage• Food• Children

66

Bio insights

• Founder• Data mining• Innovation• Research• Science• Passion• Cancer• Enthusiast

• Media• Runner• Food• Music• Love• Blogger• Worm• Dad

67

Career insights

• Media• Runner• Food• Music• Love• Blogger• Worm• Dad

How to use images?Shampoo | Blondes | Category involvement

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70

71

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?

75

When am I where?

76

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.

Thank you.QUESTIONS @NXFXCOM

www.mmiagency.comletstalk@mmiagency.com+1.713.929.6900