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The power of_mobile_and_social_data_webinar_slides_21_may2012 Document Transcript

  • 1. The Power of Mobile and Social Data Ravi Shankar Sr. Director, MDM Product Marketing, Informatica Mingsheng Hong Field CTO – HP Vertica1 1 Agenda • Megatrends • Sentiment Analysis • The Power of Social Data • The Power of Mobile Data • Q&A Twitter: use #INFATJ or #AskINFA Webex: Q&A in Console 2 1
  • 2. Secular Technology MegatrendsIT is changing FUTURE Cloud Interactions Mobile PAST On-Premise Transactions Desktops WHERE WHAT HOW 3Data IntegrationData is changing FUTURE Cloud Interactions Mobile PAST On-Premise Transactions Desktops WHERE WHAT HOW 4 2
  • 3. The Growing Challenge: “BIG DATA” Expanding the Frontiers of Data Integration Social Data “Interactional” Relational Data “Transactional” Source: An IDC White Paper - sponsored by EMC. As the Economy Contracts, the Digital Universe Expands. 5Sentiment Analysis – What and Why• Automatic opinion sentiment extraction• Use cases – Social media marketing – Revenue prediction – Financial trading6 HP Confidential 3
  • 4. Status Quo• In-memory processing + batch oriented aggregation• Rudimentary NLP techniques• Consequences – Noisy output – Long latency After Iron Man, I was disappointed by the lack of – Limited scalability superhero action in Iron Lady.7 HP Confidential8 HP Confidential 4
  • 5. Real-Time Sentiment Analysis Solution9 HP ConfidentialSolution Architecture SA Engine SA Engine SA Engine Twitter Adapter Twitter Adapter Twitter Adapter10 HP Confidential 5
  • 6. Word Frequency and Tag Cloud11 HP ConfidentialFinding Key Influencers K-Core: A sub-community where each member has at least K connections Power of influencers Challenging to analyze a 90M node, 405M edge graph12 HP Confidential 6
  • 7. The Power of Social Data Social 1. Challenges in Exploiting Social Data 2. Using Data Integration and Data Management to Harness Social Data 3. Demo – Harnessing Social Data 4. Reference Architecture for Integrating Social Data Informatica Company Confidential – Do Not Distribute 13Social Media Landscape1 2 3+ 3 4 Presence Listen Analyze Engage Sentiment Analysis Relationship Analysis What are people saying about Who knows who and how strong Buzz the company/product? a relationship? What are people saying about Who do we do business with and the competition? who is points of contact? How effective are my What is the sphere of influence campaigns? for this individual? What’s the total exposure for any one client? Resolution Who are the people involved in Contextual Conversation Interactions the conversation? Discover the good prospectsContent Entities How are they related? based on their SM profiles. Content Relationships Resolve issues raised in the SM Context & forums. Decisions Is the customer that we are serving at the store a SM VIP? 14 7
  • 8. The Power of Social Data Social 1. Challenges in Exploiting Social Data 2. Using Data Integration and Management to Harness Social Data 3. Demo – Harnessing Social Data 4. Reference Architecture for Integrating Social Data Informatica Company Confidential – Do Not Distribute 15 1. Challenges in Exploiting Social Data Top Business Challenges Related To Social Media In Retail Top Winners Winners Others There is already a lot of social media dialog about 42% 27% us that we are not part of 23% 42%We are being judged by our online/social presence 47% 27% 42% A website is no longer enough 43% 62% 42% We’re missing out on customer sentiment 37% 27%The effectiveness of traditional marketing channels 42% 37% is diminishing 35% We find out too late when we’ve made a mistake 25% 20% with product, price, etc 8% Our offer is being commoditized/We need to find 25% 37% new ways to add value 38% 17% Competition is beating us to it 17% 27%Customers know more about our value proposition 17% 17% than our employees do 0% 8% Customer loyalty is difficult to maintain 17% 31% 16 Source: RSR Research, May 2011 16 8
  • 9. 1. Challenges in Exploiting Social Data Top Opportunities To Overcome Challenges Top Winners Winners Others More directed and intimate conversations with 89% 60% customers through social media engagement 42% Identifying customer needs helps us develop new 89% 68% approaches to them 54% Providing more ways for consumers to connect with 80% 50% each other through our brand 35% 80% Getting consumers to engage more with us online 65% 46% The effectiveness of our product marketing and 80% 62% services is more important than ever 58% Better insight into demand through customer sentiment 78% 56% analysis 35% 78% Social media provides a new medium to bolster sales 68% 38% Getting feedback from social channels is a new demand 78% 52% signal 50% 70% We want to influence shopper decisions 65% 58% 70% We’d like to be seen as an authority 54% 50% 17 Source: RSR Research, May 2011 17 1. Challenges in Exploiting Social Data Please identify the top three (3) organizational inhibitors standing in the way of taking advantage of these opportunities: ROI is hard to quantify 57% We dont have enough eCommerce/Social Networking 43% resources to manage all the available opportunitiesWe don’t know how to turn data gained from Social Media 36% into actionable business intelligence We don’t yet know how to integrate Social Media with 28% current CRM/loyalty and merchandising systems Budgeting - there is little capital investment available 28% The business doesnt understand the mobile, social, or 25% cross-channel opportunities The existing technology infrastructure is preventing us 23% from moving forward The marketing organization does not understand the 21% digital strategies we need to support eCommerce/Social… Stores are a higher technology investment priority 17% Difficulty getting IT resources for eCommerce/Social 11% Networking projects We are wary of investing in a channel that relies 8%exclusively on other companies, like Facebook and Twitter 18 Source: RSR Research, May 2011 18 9
  • 10. The Power of Social Data Social 1. Challenges in Exploiting Social Data 2. Using Data Integration and Data Management to Harness Social Data 3. Demo – Harnessing Social Data 4. Reference Architecture for Integrating Social Data Informatica Company Confidential – Do Not Distribute 19 Master Data ManagementOn Premise Operational Applications Master Data Management Legacy Systems Legacy Third Party Systems Data Analytical Portal/ Dashboard Data Marts Cloud Business Data Intelligence Warehouse Informatica Company Confidential – Do Not Distribute 20 10
  • 11. Single Customer ViewTrusted, Single View of Customer Profile Helen Jane Liman Helen Q. Liman Helen Jane Liman Home Contact Info: 1385 Greenwich St Jones Consulting 1385 Greenwich St San Francisco, CA 275 Battery Street San Francisco, CA 94109 94109 San Francisco, CA Work Contact Info: Jones Consulting 275 Battery Street San Francisco, CA 94111 eCommerce Legacy Hellen Liman Helen O. Linman 1385 Greenwich St 1385 Greenwich Ave San Francisco, CA Informatica MDM San Francisco, CA 94109 94109 Master Data Management Finance Loyalty 21Reconciling Social IdentityThe Next Step in Identity ResolutionEnterprise AppsThird Party Data Social Media Cloud Apps Informatica Company Confidential – Do Not Distribute 22 11
  • 12. 1. Reconcile Corporate Identity with Social Identity Helen’s Social IdentityHelen’s Corporate Identity Informatica Company Confidential – Do Not Distribute 23 2. Enrich Corporate Profile with Social Profile• Deeper understanding of customer likes and dislikes Informatica Company Confidential – Do Not Distribute 24 12
  • 13. 2. Enrich Corporate Profile with Social Profile• Deeper understanding of customer likes and dislikes• View social graph; understand network of influence Informatica Company Confidential – Do Not Distribute 25 2. Enrich Corporate Profile with Social Profile• Deeper understanding of customer likes and dislikes• View social graph; understand network of influence• Track social interactions about product and company Informatica Company Confidential – Do Not Distribute 26 13
  • 14. 3. Power Social eCommerce Informatica Company Confidential – Do Not Distribute 27The Power of Social Data Social 1. Challenges in Exploiting Social Data 2. Using Data Integration and Data Management to Harness Social Data 3. Demo – Harnessing Social Data 4. Reference Architecture for Integrating Social Data Informatica Company Confidential – Do Not Distribute 28 14
  • 15. The Power of Social Data Social 1. Challenges in Exploiting Social Data 2. Using Data Integration and Data Management to Harness Social Data 3. Demo – Harnessing Social Data 4. Reference Architecture for Integrating Social Data Informatica Company Confidential – Do Not Distribute 29 Reference Architecture for Integrating Social Data• OAuth Action • Partner Solution Existing web• Permissions Grant Facebook • Pre-existing Solution service offered App OOTB for INFA MDM MDE. MDM Custom SIF Application • INFA Solution • Partner Solution Identity and Relationship Data Match (IR)• User grants permission to read name, gender and email address data from Facebook to Facebook App.• Facebook App passes data to Custom Application.• Custom Application invokes SIF calls to identify Master Record and reconcile match. Passes in user identity data (ID, various profile attributes) and relationship data (friends). Ideally a solution built using components of the Informatica stack. 30 15
  • 16. Reference Architecture for Integrating Social Data PowerExchange for Data Quality Tweets Twitter Extract the entities and • Pull content from Twitter find relationships based on a set of Twitter mentioned in the tweets. Handles. Twitter Master Entity DataSM Jobs Handles Relationship Data Tweet Content Extracted Entities • Products • Product Hierarchies and Relationships Twitter Polling Job MDM • Customers • Products Twitter Match (IR) Handles MatchedOnly if Twitter Handles Master Record DW Master Record Identitiesare available. 31 The Power of Mobile Data Mobile 1. Using Data Management to Harness Mobile Data 2. Demo – Harnessing Mobile Data Informatica Company Confidential – Do Not Distribute 32 16
  • 17. Mobile MDM for iPad & iPhone• Enable the Mobile workforce • See location-based view of the customer • View customer Transaction and Social Data • Configurable • Role based access control • Simple search • Proximity based search • Integrated Cleanse functions • Hierarchy visualization • Create, Edit and View Master Data • Social feeds • Transaction data Informatica Company Confidential – Do Not Distribute 33 The Power of Mobile Data Mobile 1. Using Data Management to Harness Mobile Data 2. Demo – Harnessing Mobile Data Informatica Company Confidential – Do Not Distribute 34 17
  • 18. Next StepsDownload MDM Demo For future webinars, demos, videos, whitepapers Integrate Social Media www.informatica.com/bigdata Into Your Apps www.informatica.com/mdm www.vertica.comJoin the conversationLinkedIn Groups:• Informatica MDM• Big Data Integration• Vertica Community 35 18