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Transforming KNIME Consumer Data into Actionable Insights

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Check out MMI Agency’s framework for properly transforming consumer data into actionable insights. Presented by Benjamin Spiegel at the KNIME Spring Summit 2016 in Berlin.

In today’s world, the social media landscape is constantly changing as new platforms, features and tools have become the daily challenge for seasoned marketers. To win the social leadership race, brands must use APIs to create unique differentiators that are customizable to their own needs. This unique tool removes the competition and creates real-time insights for the brand.

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Transforming KNIME Consumer Data into Actionable Insights

  1. 1. Transforming Consumer Data into Actionable Insights Feb. 24, 2016 Benjamin Spiegel
  2. 2. #ShamelessSelfPromotion
  3. 3. MMI is a data-driven agency mpowering conversations between brands and consumers.
  4. 4. what we do
  5. 5. for 29 years, MMI has been creating experiences for our clients
  6. 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. 7. our approach
  8. 8. @nxfxcom
  9. 9. why KNIME?
  10. 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. 11. @nxfxcom
  12. 12. @nxfxcom
  13. 13. @nxfxcom data sources
  14. 14. client challenges
  15. 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. 16. experiential social — ”Until 20” @nxfxcom • Flexible demands (line length) • Multiple competitors — film festival • Location-based media support • POS integration/bidding
  17. 17. digital launch — Boogie Wipes • Multiplatform launch • Dynamic paid support • Minute-by-minute cross-platform tracking • Real-time content creation • CRM Integration
  18. 18. e-commerce — Kandoo @nxfxcom • Ratings and reviews • Paid media • Specialized algorithms • Inventory management • Counterfeiting
  19. 19. the requirements
  20. 20. our approach Insights to Action Acquisition Modeling Visualization Management
  21. 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. 22. modeling @nxfxcom Leverage: • Machine learning • Predictive • Linguistic • Regression • Clustering • Sentiment • Behavioral Insights to Action Acquisition Modeling Visualization Management
  23. 23. visualization @nxfxcom Enable: • Visual storytelling • Simplification with pictures • Easy discovery • Insights creation • Reporting • Dashboards • Scorecards Insights to Action Acquisition Modeling Visualization Management
  24. 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. 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. 26. social media
  27. 27. last year — #SocialPro in Las Vegas @nxfxcom
  28. 28. “Social network ad spending to hit $35.98 billion worldwide in 2017.”
  29. 29. @nxfxcom lumascape
  30. 30. lumascape — acquisitions
  31. 31. @nxfxcom#SocialPro #24A I hate tools!
  32. 32. why • Cross-platform integration • Granularity • Al • Cost • Data ownership • Facebook = Facebook • Reporting • Real-time insights BS
  33. 33. @nxfxcom social tools cost up to $100k/brand/month
  34. 34. our only tool: KNIME
  35. 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. 36. our setup
  37. 37. contributions
  38. 38. @nxfxcom keyword density
  39. 39. keyword density
  40. 40. @nxfxcom clean HTML retriever
  41. 41. @nxfxcom clean HTML retriever
  42. 42. @nxfxcom XML sitemap reader
  43. 43. @nxfxcom XML sitemap reader
  44. 44. @nxfxcom Google pagespeed insights
  45. 45. @nxfxcom Google pagespeed insights
  46. 46. @nxfxcom Moz link and URL metrics
  47. 47. @nxfxcom Moz link and URL metrics
  48. 48. random data generator
  49. 49. random data generator
  50. 50. Twitter trends
  51. 51. Twitter trends
  52. 52. CSS validator
  53. 53. CSS validator
  54. 54. HTML validator
  55. 55. HTML validator
  56. 56. XML sitemap reader
  57. 57. XML sitemap reader
  58. 58. what’s next?
  59. 59. Facebook API
  60. 60. things we do now
  61. 61. CRM data
  62. 62. closed loop activation x
  63. 63. save 128 hours/month
  64. 64. operations
  65. 65. operations
  66. 66. streaming data
  67. 67. motion data
  68. 68. checkin data
  69. 69. Thank you Benjamin Spiegel CEO, MMI Agency Benjamin.Spiegel@mmiagency.com

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