1.
Transforming Consumer Data
into Actionable Insights
Feb. 24, 2016
Benjamin Spiegel

2.
#ShamelessSelfPromotion

3.
MMI is a data-driven agency
mpowering conversations between
brands and consumers.

4.
what we do

5.
for 29 years, MMI has been
creating experiences for our
clients

6.
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.

7.
our approach

8.
@nxfxcom

9.
why KNIME?

10.
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 PM
Keyword = “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

11.
@nxfxcom

12.
@nxfxcom

13.
@nxfxcom
data sources

14.
client challenges

15.
real-time events — Shell Houston Open
• Real-time content
• Simultaneous activities
• Multiple real-time platforms
• PR, social, analytics, radio,
TV, and physical activation

16.
experiential social — ”Until 20”
@nxfxcom
• Flexible demands (line length)
• Multiple competitors — film festival
• Location-based media support
• POS integration/bidding

17.
digital launch — Boogie Wipes
• Multiplatform launch
• Dynamic paid support
• Minute-by-minute cross-platform tracking
• Real-time content creation
• CRM Integration

18.
e-commerce — Kandoo
@nxfxcom
• Ratings and reviews
• Paid media
• Specialized algorithms
• Inventory management
• Counterfeiting

19.
the requirements

20.
our approach
Insights to
Action
Acquisition
Modeling
Visualization
Management

21.
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

22.
modeling
@nxfxcom
Leverage:
• Machine learning
• Predictive
• Linguistic
• Regression
• Clustering
• Sentiment
• Behavioral
Insights to
Action
Acquisition
Modeling
Visualization
Management

23.
visualization
@nxfxcom
Enable:
• Visual storytelling
• Simplification with pictures
• Easy discovery
• Insights creation
• Reporting
• Dashboards
• Scorecards
Insights to
Action
Acquisition
Modeling
Visualization
Management

24.
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

25.
activation
@nxfxcom
We can:
• Real-time communications
• Individual media optimization
• One-on-one tracking
• Cross-platform activation
• AI-driven content
• Instantaneous measurement
Insights to
Action
Acquisition
Modeling
Visualization
Management

26.
social media

27.
last year — #SocialPro in Las Vegas
@nxfxcom

28.
“Social network ad spending
to hit $35.98 billion worldwide
in 2017.”

29.
@nxfxcom
lumascape

30.
lumascape — acquisitions

31.
@nxfxcom#SocialPro #24A
I hate tools!

32.
why
• Cross-platform integration
• Granularity
• Al
• Cost
• Data ownership
• Facebook = Facebook
• Reporting
• Real-time insights BS

33.
@nxfxcom
social tools cost up to $100k/brand/month

34.
our only tool: KNIME

35.
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

36.
our setup

37.
contributions

38.
@nxfxcom
keyword density

39.
keyword density

40.
@nxfxcom
clean HTML retriever

41.
@nxfxcom
clean HTML retriever

42.
@nxfxcom
XML sitemap reader

43.
@nxfxcom
XML sitemap reader

44.
@nxfxcom
Google pagespeed insights

45.
@nxfxcom
Google pagespeed insights

46.
@nxfxcom
Moz link and URL metrics

47.
@nxfxcom
Moz link and URL metrics

48.
random data generator

49.
random data generator

50.
Twitter trends

51.
Twitter trends

52.
CSS validator

53.
CSS validator

54.
HTML validator

55.
HTML validator

56.
XML sitemap reader

57.
XML sitemap reader

58.
what’s next?

59.
Facebook API

60.
things we do now

61.
CRM data

62.
closed loop activation
x

63.
save 128 hours/month

64.
operations

65.
operations

66.
streaming data

67.
motion data

68.
checkin data

69.
Thank you
Benjamin Spiegel
CEO, MMI Agency
Benjamin.Spiegel@mmiagency.com