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Where machine learning meets social #ThinkYouKnowMe

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Learn how a social network (Twitter) can be combined with machine learning (ML) and leveraged to enhance the user experience. During the presentation, we'll focus on building an online book store using Sitecore Experience Commerce, SXA, xConnect, Twitter API, IBM Personal Insights, IBM Watson, and PowerBI. Most impactfully, we'll see how companies can produce true business impact through user experience WITHOUT storing a user's personal data (gender, twitter name, location, tweets). Using ML techniques, the trained model will recommend products (in this case, books) for the user. We will explore how users based in the Netherlands may have similar interests and needs as users in the U.S.

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Where machine learning meets social #ThinkYouKnowMe

  1. 1. #SitecoreSYM#SitecoreSYM Where machine learning meets social #ThinkYouKnowMe Presented by: Una Verhoeven 1 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. @unaverhoeven
  2. 2. #SitecoreSYM The goal © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 2
  3. 3. #SitecoreSYM 3© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  4. 4. #SitecoreSYM 4 What can Twitter profile offer to us? © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Twitter Name Avatar Age Location Description Keywords / Hashtags
  5. 5. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 5
  6. 6. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 6 Stage 1: Data collection and transformation Stage 2: Book recommendations by machine learning
  7. 7. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 7 Stage 1: Data collection and transformation
  8. 8. #SitecoreSYM 8 The Personality Insights service analyses the content that you send and returns a personality profile for the author of the input. The service infers personality characteristics based on three models. IBM - Personality insights © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  9. 9. #SitecoreSYM 9 IBM - Personality insights © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Structure Curiosity Challenge Ideal Practicality Need s Values Achievement Stimulation Tradition Helping others Opennes s Conscientiousness Emotional range Agreeableness Introversion/Extraversion Big 5 75% 72% 69% 52% 46% 54% 44% 41% 34% 30% 90% 74% 62% 50% 33% Taking pleasure in life
  10. 10. #SitecoreSYM 10 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Tweet analyses JSON response
  11. 11. #SitecoreSYM 11 IBM - Personality insights © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  12. 12. #SitecoreSYM 12 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Tweet analyses Purchased Book JSON response xConnect
  13. 13. #SitecoreSYM 13 xConnect - Custom Outcome © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. public class PurchasedBook : Outcome { public static readonly Guid EventDefinitionId = new Guid("2A72E131-BCFD-481C-8E15-04496E9586DC"); public PurchasedBook(DateTime timestamp, Guid book) : base(EventDefinitionId, timestamp) { BookId = book; } public Guid BookId { get; set; } public int OriginalTitle {get; set;} public int Adventurousness {get; set;} public int Intellect {get; set;} … public int CreativityScore {get; set;} }
  14. 14. #SitecoreSYM 14 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Tweet analyses Outcome JSON response xConnect
  15. 15. #SitecoreSYM 15 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Tweet analyses Outcome JSON response xConnect Projection Framework
  16. 16. #SitecoreSYM 16 Cortex Projection – technical preview © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Engine.Projection.Projection.Of<Interaction>().CreateTabular( “bookProjection", interaction => interaction.Events.OfType<PurchasedBookOutcome>(), cfg => cfg .Key("ID", x => x.Id) .Attribute(“BookId", x => x.BookId) .Attribute("OriginalTitle", x => x.OriginalTitle) .Attribute("Adventurousness", x => x.Adventurousness) .Attribute("ArtisticInterests", x => x.ArtisticInterests) .Attribute("Emotionality", x => x.Emotionality) .Attribute("Imagination", x => x.Imagination) .Attribute("Intellect", x => x.Intelect) .Attribute("AuthorityChallenging", x => x.AuthorityChallenging) .Attribute("AchievementStriving", x => x.AchievementStriving) .Attribute("Cautiousness", x => x.Cautiousness) .Attribute("Dutifulness", x => x.Dutifulness) ); Projecting Interactions Name of table to populate in storage Expansion allows projecting over objects from the interaction Key is the outcome ID, so we get all outcomes in output Attributes allow extraction of Data for the outcome
  17. 17. #SitecoreSYM 17 Transformed data © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. ID BookId OriginalTitle Emotionality Imagination Intellect … Dutifulness f82480d7-5c01-4880-8ef6-55bd52c50bfc c9d31cc1-6639-4083-afe7-6f91ded99764 Harry Potter & the Goblet of Fire 23 98 77 … 35 3dca3877-e60b-4637-9312-9aff051621c6 9aff051621c6 c8422ec8-7267-41b0-a85e-188f20451ec8 The Outsider 97 78 97 … 85 c357ca98-7c6f-40fe-8742-f67241cf86a7 e59aa7ed-bc6c-4046-84fa-6e8244f995e9 Something in the water 17 38 60 … 56 0234f790-86a1-429d-ab27-194104b82b21 194104b82b21 816cc0e1-f627-4dc3-847a-42ea4f7f2835 Game ofThrones 45 54 86 … 18
  18. 18. #SitecoreSYM 18 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Tweet analyses Outcome JSON response xConnect
  19. 19. #SitecoreSYM 19 Stage 2: Book recommendations by machine learning © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  20. 20. #SitecoreSYM 20 IBM Watson Studio is a collaborative environment with AI tools that can be used to collect and prepare training data, and to design, train, and deploy machine learning models. • Visual recognition • Natural language classification • Machine learning • Deep learning IBM – Watson Studio © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  21. 21. #SitecoreSYM 21 Watson Machine Learning © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  22. 22. #SitecoreSYM 22 Watson Machine Learning © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. SBC_training_model This is a training model for SBC
  23. 23. #SitecoreSYM 23 Watson Machine Learning © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  24. 24. #SitecoreSYM 24 Watson Machine Learning © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  25. 25. #SitecoreSYM 25 Watson Machine Learning © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  26. 26. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 26
  27. 27. #SitecoreSYM 27 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Training Data Feature columns / Input Data Value to predict / Recommended book + = = = -> ->
  28. 28. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 28
  29. 29. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 29
  30. 30. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 30 Something in the Water The Handmaid's Tale The Outsider Game of Thrones Harry Potter & The Goblet of Fire
  31. 31. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 31
  32. 32. #SitecoreSYM 32 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Tweet analyses Outcome JSON response xConnect
  33. 33. #SitecoreSYM 33 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Tweet analyses Outcome JSON response xConnect Recommended book JSON response
  34. 34. #SitecoreSYM 34 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  35. 35. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 35
  36. 36. #SitecoreSYM 36 Power BI insight into data © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 55 32 32 0 10 20 30 40 50 60 openess excitement authority_challenging Harry Potter and the Chamber of Secrets
  37. 37. #SitecoreSYM 37 Personalization/pattern card © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Adventurousness Openness Authority Challenging Imagination Adventurousness: Authority Challenging: Imagination: Openness: 80 55 75 65 80 60 40 2 0
  38. 38. #SitecoreSYM 38 Content adjustments © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  39. 39. #SitecoreSYM 39 Content adjustments © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  40. 40. #SitecoreSYM 40 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  41. 41. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 41
  42. 42. #SitecoreSYM 42 Expansion of the data © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Profile per category E-mail action measurements
  43. 43. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 43 #ThinkYouKnowMe
  44. 44. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 44 Thank you @unaverhoeven

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