final presentation-mel 3dec2012

7/28/2019 Final Presentation-MEL 3Dec2012

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DISCOVERING BUSINESS

AND SOCIAL

OPPORTUNITIES THROUGH

BIG DATA ANALYSIS

03/12/2012

This report is prepared by MIT Mobile Experience Lab and is only for Avea internal use.

Monday, December 3, 2012


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INTRODUCTION

2



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OBJECTIVE

How can AVEA transform the huge amount ofdata daily collected from its millions of usersinto strategic and business opportunities for its

commercial (e.g. corporations) and community(e.g. municipalities) partners?



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APPROACH

01Identify future key market trends and opportunities in bigdata analysis

02Understand the specific proprieties of the AVEA available dataset and define specific computational requirements.

03By considering the existing (or future) AVEA commercial andcommunity partnership, develop scenarios to illuminatebusiness and social opportunities.



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PROCESS

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DRIVERS

OF CHANGE

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DRIVERS OF CHANGE

MOBILE REVOLUTION MASS DIGITALIZATION SOCIAL NETWORKS



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MOBILE

REVOLUTION

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In the next years, internet traffic will be mainlygenerated through mobile devices. Data will be

enriched with geographic context, real-timeinformation and proximity relations.



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MASS

DIGITALIZATION

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In the digital era, the mass production conceptturns into mass digitalization. Every person who

has access to a digital world through mobilephone applications, web interfaces and sensorsnetworks create digital information massivelyover time.



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SOCIAL

NETWORKS

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Self expression and sharing are significantshifts in todays society. Digitalization makes

people easy to share with their lovers or withinthe network that they feel close to or interestedin.



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UNDERSTANDING BEHAVIOR

THE BIG DATA REVOLUTION

The big data revolution is not just aboutquantities. Recent technological developmentshave radically changed and improved the quality

of available data: the future of big data analysisis to unveil hidden patterns in human behaviors,attitudes and emotions.



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OPPORTUNITY

AREAS

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OPPORTUNITY AREAS

RELATIONSNETWORKSENTIMENTMINING

REAL TIME

ANALYSISDENSITY MAPS



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SENTIMENT

MINING

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SENTIMENT MINING

>Sentiment analysis or opinion mining refers to the application of naturallanguage processing, computational linguistics, and text analytics to

identify and extract subjective information in source materials.

How can the study of social network lead to a better

understanding of opinions, attitudes, and reactions to

products and services?

http://en.wikipedia.org/wiki/Text_analyticshttp://en.wikipedia.org/wiki/Text_analyticshttp://en.wikipedia.org/wiki/Computational_linguisticshttp://en.wikipedia.org/wiki/Computational_linguisticshttp://en.wikipedia.org/wiki/Natural_language_processinghttp://en.wikipedia.org/wiki/Natural_language_processinghttp://en.wikipedia.org/wiki/Natural_language_processinghttp://en.wikipedia.org/wiki/Natural_language_processing


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RELATIONS

NETWORK

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RELATIONS NETWORK

>Network science studies two types of phenomena: the social,mathematical, and biological rules governing how social networks form

("connection") and the biological and social implications of how theyoperate to influence thoughts, feelings, and behaviors ("contagion").

How can the study of network connections and nodes

lead to a better understanding of social influence and

human behavior?



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DENSITY MAPS

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DENSITY MAPS

>Real-time tracking and open data initiatives (e.g. crime reports) can

lead to the development of accurate density map able to inform

decision-making processes at the individual at urban scale.

How can the study of urban mobility - pathways,

flow, and spatial distribution - enrich our

understanding of cities and communities?



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>

GEOTARGETING

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>

URBANPLANNING

Personalize adsbased on customersmovements andprediction of futurepaths.

Model large groupsactivities and planurban servicesaccordingly.



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REAL-TIME

ANALYSIS



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>The access to real-time information is critical for tuning the services

to the evolving needs of the contemporary customer, targeting and

retargeting customer at the proper time and react promptly tosuddenly changes.

REAL TIME ANALYSIS

How can real-time data analysis inform planning

and allow for quick reactions and on-going

refinement?



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>

INSTANTTARGETING

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>

SERVICETUNING

Targeting or re-targeting

The quality ofservice can bedynamically adaptedto the emergingneeds of customers.



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26

INITIAL

FRAMEWORK



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27SENTIMENT MININGMonday, December 3, 2012


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28RELATIONS NETWORKMonday, December 3, 2012


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29DENSITY MAPSMonday, December 3, 2012


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30REAL TIME ANALYSISMonday, December 3, 2012


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INTERNAL

SERVICE OPTIMIZATION

INFOR

M

VISUA

LIZE/

REPORT

DEVELOP

SERVICES

/APPS

EXTERNAL

NEW BUSINESS PARTNERSHIPS

GATHER RELEVANT

INFORMATION TO FINE

TUNING EXISTING

SERVICES

DEVELOP NEW

SERVICES TO IMPROVE

AVEA CUSTOMERS

EXPERIENCE

CREATE STRATEGIC

ALLIANCES AND

CO-DEPLOY NEW

SERVICES OR

PRODUCTS

SELL REPORTS AND

VISUALIZATION TO

HELP CORPORATE

CUSTOMER TO

IMPROVE THEIR

MARKETING

STRATEGIES, PRODUCT

OR SERVICES.

APPROACH

OUTPU

T

OPPORTUNITY

MAP

AVEA - MIT

31/10/2012

---

DISCOVERING BUSINESS AND SOCIAL

OPPORTUNITIES THROUGH BIG DATA

ANALYSIS



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STRATEGIC

FRAMEWORK



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RELATIONS NETWORK

POWER USERS



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>A power user is a user of a personal computer who has the ability to use

advanced features of programs which are beyond the abilities ofnormal

users. In the world of social networking this means an individual who hasa large number of subscribers, who posts a lot of original content and in

this way influences a large number of people.

POWER USERS

Power Users strategies recognize the power of one

active user to influence or persuade groups or a

multitude of followers.



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>TWITTER GRADER

Twitter Grader bases yourscore on the number offollowers you have, thepower of this network offollowers, the pace of yourupdates.

>KLOUT

Social media analysis is doneon data taken from sitessuch asTwitter, FB, Google+and Wikipedia and measuresthe size of a person'snetwork, the content created,and purports to measure

how other people interactwith that content."

>PEERINDEX

PeerIndex measuresinfluence by measuringActivity, Audience andAuthority. The Authoritymeasure is boostedwhenever others like,comment and/or engagewith your activity. Audiencemeasures reach relative tothe rest of the population,while activity measuresactivity compared to the restof the population.



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>What are the strategic assets AVEA can exploit to define a strategy based

on power users analysis?

>How AVEA can develop new partnerships and business alliances based

on the specificity of its base of data?

POWER USERS

LEVERAGING AVEA ASSETS



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FACE-TO-FACE

NETWORKS

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Social Networks are based on digitalconnections between people. AVEA has the

access to the richness of real worldrelationships.



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GEOGRAPHIC

LOCALIZATION

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Connection on social networks are static andpredefined; AVEA has the possibility to

dynamically determine the structure of thenetwork, considering proximal relations.



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REAL-TIME

MAPPING

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Social network connections are static andpredefined; AVEA has the possibility to

dynamically map the evolution of networks overtime.



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>The goal is to define a roadmap to exploit the

business opportunities related to PowerUsers analysis.

The framework is composed by a set of

elements that identify the main aspects that

need to be taken into consideration while

developing a strategy based on big data

analysis.

POWER USERS

FRAMEWORK



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AVEA CUSTOMERS NETWORK

OpportunitiesUnderstanding the structure of the network: who is influencing who. This

is based on the analysis of real life relationships that can be dynamically

mapped over time and space.

ConstraintsEfficient technological infrastructure.

Privacy issues.



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SOCIAL NETWORK SERVICES

OpportunitiesContent analysis: understanding who is talking about what and its

impact on social network services.

ConstraintsCustomers have to share their personal social network account

information with the AVEA infrastructure.


( )


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VERTICAL SECTORS (e.g. health care, banking)

OpportunitiesBehavioral analysis: understanding how people behave in a certain

market sectors, how they use products or services.

ConstraintsDefinition of business partnership.

Privacy issues.



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SOCIAL INFLUENCER (AVEA CUSTOMERS NETWORK)

A specific score can be assigned to the different customers to represent

their power to influence the other nodes of the network.

This profile can be built considering the structure of the phone calls

(frequency, duration, etc.) or/and SMS.



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OPINION LEADER (AVEA CUSTOMERS NETWORK + SOCIAL NETWORKS)

The opinion leader profile is built starting from the social network activityof specific users. This data is based on the analysis of contents and

sentiments.

Combining this data with the analysis of the AVEA customers it is

possible to understand who is influencing who and how opinions toward

products or services spread throughout the social network.



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PRODUCT EXPERT (AVEA CUSTOMERS NETWORK + VERTICAL SECTORS)

The Product Expert profile is built starting from the information collectedand analyzed by a company or public institution (e.g. bank, health-care

system). This data describes how people behave in a specific market

sector.

Combining this data with the analysis of the AVEA customers it is

possible to understand who is influencing who and how this affect thebehavior and the habits of people.



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TARGETING

Selecting customers on the basis of their potentiality to spread the ads

throughout their network of influence.

To maximize the message value, this can be done taking into

consideration geographic (proximity) and temporal dimension.



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INVOLVING

Power users can be involved in special loyalty programs that provide

them special benefits based not only on their fidelity to the brand, but

also on their social influence.



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ACTIVATING

Power users can be activated as agents to spread a message or to

rethink existing business models. Customers can access to additional

benefits, by performing certain tasks or achieving a specific goal.



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SOCIAL

TARGETINGUsually geo-reference ads are delivered

according to space and time information.

AVEA can add a fundamental aspect to this

equation: sociality.

Selection of Power User to maximize the

impact of the message.

Context: power uses can be addressed

when they are in a proximal relations with

their friends, at the proper time, in the right

space.



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FREE

BENEFITS

Loyalty programs are generally based on

the frequency of use of a certain product.

The possibility to address opinion leadersthat are power users in a certain

community can lead to the development of

new loyalty programs based on social

influence.

Free perks; product trials and benefits.



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COUPONS

2.0

Coupons usually target individuals. Also

recent services, like GroupOn or Living

Social promote individual offers.Coupons 2.0 leverages the idea of proximity:

special coupons can be delivered when the

customer is a certain place, with certain

people. Coupons 2.0 are based on the idea

that the discount or the promotion is betterif shared with friends.


APPROACHOPPORTUNITY


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INTERNAL

SERVICE OPTIMIZATION

INFO

RM

VISUALIZE/

REPORT

DEVELOP

SERVICES

/APPS

EXTERNAL

NEW BUSINESS PARTNERSHIPS

GATHER RELEVANT

INFORMATION TO FINE

TUNING EXISTING

SERVICES

DEVELOP NEW

SERVICES TO IMPROVE

AVEA CUSTOMERS

EXPERIENCE

CREATE STRATEGIC

ALLIANCES AND

CO-DEPLOY NEW

SERVICES OR

PRODUCTS

SELL REPORTS AND

VISUALIZATION TO

HELP CORPORATE

CUSTOMER TO

IMPROVE THEIR

MARKETING

STRATEGIES, PRODUCT

OR SERVICES.

APPROACH

OUTPU

T

OPPORTUNITY

MAP

AVEA - MIT

31/10/2012

---

DISCOVERING BUSINESS AND SOCIAL

OPPORTUNITIES THROUGH BIG DATA

ANALYSIS

SOCIAL

TARGETING

COUPONS 2.0

FREE

BENEFITS



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This report is prepared by MIT Mobile Experience Lab and is only for Avea internal use.

Team:

FedericoCasalegnoPelinArslan

LeonardoGius>

AlanChiaoKerenGu

KwadwoNyarko

BharadwajJanarthanan

AnirudhSailesh

KarenSu

final presentation-mel 3dec2012

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