The document discusses the evolution of analytics tools and data sources over time. It notes that data used to be more simple and one-dimensional, coming from sources like log files and web analytics. However, data has become more multi-dimensional and multi-source in nature. It also discusses how the focus has shifted from tools to asking business questions first. The document promotes the use of the KNIME tool as a flexible platform for acquiring, modeling, visualizing, and managing diverse data to generate insights.

1. SMX WEST, SAN JOSE CA
What's In My Analytics
Toolbox
Benjamin Spiegel
Managing Partner, VP Innovation
Catalyst / GroupM
@nxfxcom

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The data we used to look at was simple and mostly structured,
1-dimensional and sources were few
• Log Files
• Web Analytics
• Link Analytics
• Banner Clicks
• Affiliate Platform
• Sales Data
THINGS USED TO BE SIMPLE

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ONE DIMENSIONAL
Date/Time Dimension Metric
January 1st 2001 Source = “Yahoo” 120 Visits
February 15th 2002 Link ID = 12 75% Conversion rate
April 10th 2003 – 15:11 PM Keyword = “Search Agency” 5% Click Through Rate
June 2nd 2005 – 11:09 AM EST Product = “Shiny Shampoo” $12
6/6/2005 Direct 5:12 avg. Visit time

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MULTI DIMENSIONAL

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MULTI DIMENSIONAL

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MULTI SOURCE

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Evolving - 1+1=5
This is leading to new
metrics and lenses
• View-through rate
• Organic Lift
• Response Rate
• Open Rate
• Klout Score
• Social Shares
• Annotation Close rate
• …

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2013 TOOLBOX
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Too many tools that
just did not fit together
• Text Analytics
• Competitive Data
• 1st/2nd and 3rd party data
• Panel
• Real-time
• Owned vs. Earned
• Media Data
• Impression Data
• Offline Data

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Putting Business Questions first!
• Is my media managed effectively?
• What are my competitors doing?
• Am I playing in the right arena?
• Does my Innovation have a purpose?
• Do I need to increase investment?
• How can I get more for less?
• Is my content connecting with consumers?
• Simply put: Am I winning?
2014 RESET – OUT WITH THE TOOLS

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In this world, the focus of our toolbox is
• Enabling Innovation through discovery
• Strategic technology investments
• Broader data access for everyone
• Leveraging technologies
• Injecting IP / Unique Data
• Leveraging 3rd and 2nd party data
• Visual Storytelling
• Enabling non-IT solutions
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NEW PRIORITIES

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OUR APPROACH
Insights
&
Action
Acquisition
Modeling
Visualization
Management

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We were looking to acquire data from
• Multiple databases
• Flat files
• Web APIs
• Unstructured
• Real-time
• Behavior
• Models
• Text (Lots of if)
• Binary
AQUISITION
Insights
&
Action
Acquisition
Modeling
Visualization
Management

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We want to leverage
• Machine learning
• Predictive
• Linguistic
• Regression
• Clustering
• Sentiment
• Behavioral
MODELING
Insights
&
Action
Acquisition
Modeling
Visualization
Management

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We really wanted to enable
• Visual storytelling
• Simplification with pictures
• Easy discovery
• Insights creation
• Reporting
• Dashboards
• Scorecards
VISUALIZATION
Insights
&
Action
Acquisition
Modeling
Visualization
Management

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In order to do all of that we need to
• Aggregate
• Filter & verify
• Combine & merge
• Transform & enhance
• Index & optimize
• Export
• Share and distribute
• Basically ETL on steroids
MANAGEMENT
Insights
&
Action
Acquisition
Modeling
Visualization
Management

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HOW
Can we archive all of this with a single tool? – YES!
 Open Source / Free
 Multi-Platform (OSX, PC, NIX)
 Full ETL Support
 Expandable (Java)
 Full I/O
 Visualizations
 Modeling
 Machine learning
 Flexible pipes

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KNIME.ORG
• Node Based Platform
• No dev. skills required
• 1000s of Plugins
• Scalable & Flexible
• Build in Support (GA/Twitter etc.)
• SEO/SEM Adapters
• Free ;)
• 100% Innovation!!!
http://knime.org

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KNIME IN 10 SECONDS
Nodes that do things Together they do more
http://searchmarketingexpo.com/west/agenda/

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RESULT FOR AGENDA

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GETTING CREATIVE

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WHAT YOU GET

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GOING FURTHER

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WHAT YOU GET

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ONE MORE

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WHAT YOU GET

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EXTENDING - TRENDS

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EXTENDING – TRENDS - RESULT
http://marketingland.com/google-trend-goldmine-117626

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2 MINUTE SPRINT
My Top 6 Data Sources of 2015

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1. IMDB EVERYTHING
http://www.imdb.com/interfaces
Raw access to all the
IMDB Data
• Actors
• Crews
• Locations
• Ratings
• Movies
• Reviews
• Tag Lines
• ….

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2. DATA.GOV
http://www.data.gov
116,298 Datasets
• Population
• Crime
• Businesses
• Consumer complaints
• Licenses
• 911 Calls
• Budgets
• ….

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3. WIKIPEDIA
http://en.wikipedia.org/wiki/Wikipedia:Database_download
http://marketingland.com/leveraging-wikipedia-data-deeper-consumer-insights-82320
• Hourly page views
• Location specific
• Device segments
• Change history
• Article graph
• Raw articles
• ….

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4. SNAP
http://snap.stanford.edu
http://snap.stanford.edu/data/index.html
• 34MM Amazon
Reviews
• 13MM G+ Edges
• 476MM Tweets
• And so much more

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5. SOCIALMENTION API
http://www.socialmention.com/api/
• Blogs
• Videos
• Bookmarks
• Comments
• Events
• Images
• Audio
• Q&A
• Networks

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6. COMMON CRAWL CORPUS
https://aws.amazon.com/datasets/41740
• The Internet (541 TB)
• 5 Billion Pages
• Link Analysis?
• EVERYTHING!

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