Extracting Truths From Social Media - KNIME Fall Summit 2016
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MMI Agency's Benjamin Spiegel spoke at the KNIME 2016 Fall Summit in San Francisco on September 15 about extracting data from social media. Advertising loves social media. People share everything. How do we reach the right consumers at the right time with the right message in the right context?
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Extracting Truths From Social Media - KNIME Fall Summit 2016
- 1. KNIME Fall Summit 2016 EXTRACTING TRUTHS FROM SOCIAL MEDIA SEPTEMBER 2016
- 2. About Me
- 3. 3 Benjamin Spiegel Place of birth Hometown Age Languages Website Twitter Facebook 54.3233° N, 10.1228° E 29.7604° N, 95.3698° W 1,112,202,180 seconds German, English and Spanish 104.130.138.195 16739075 508703982 data:image/jpeg;base64,/9j/4AAQSkZJRgABAgAAAQA BAAD/2wBDAAUDBAQEAwUEBAQFBQUGBwwIBwcH Bw8KCwkMEQ8SEhEPERATFhwXExQaFRARGCEYGh wdHx8fExciJCIeJBweHx7/2wBDAQUFBQcGBw4ICA4 eFBEUHh4eHh4eHh4eHh4eHh4eHh4eHh4eHh4eHh4e Hh4eHh4eHh4eHh4eHh4eHh4eHh4eHh7/wAARCAEW ARYDASIAAhEBAxEB/8QAHwAAAQUBAQEBAQEAAA AAAAAAAAECAwQFBgcICQoL/8QAtRAAAgEDAwIEAw UFBAQAAAF9AQIDAAQRBRIhMUEGE1FhByJxFDKBk aEII0KxwRVS0fAkM2JyggkKFhcYGRolJicoKSo0NTY3 ODk6Q0RFRkdISUpTVFVWV1hZWmNkZWZnaGlqc3R 1dnd4eXqDhIWGh4iJipKTlJWWl5iZmqKjpKWmp6ipqr KztLW2t7i5usLDxMXGx8jJytLT1NXW19jZ2uHi4+Tl5ufo 6erx8vP09fb3+Pn6/8QAHwEAAwEBAQEBAQEBAQAA AAAAAAECAwQFBgcICQoL/8QAtREAAgECBAQDBAc FBAQAAQJ3AAECAxEEBSExBhJBUQdhcRMiMoEIFEK RobHBCSMzUvAVYnLRChYkNOEl8RcYGRomJygpKjU 2Nzg5OkNERUZHSElKU1RVVldYWVpjZGVmZ2hpanN 0dXZ3eHl6goOEhYaHiImKkpOUlZaXmJmaoqOkpaanq KmqsrO0tba3uLm6wsPExcbHyMnK0tPU1dbX2Nna4u Pk5ebn6Onq8vP09fb3+Pn6/9oADAMBAAIRAxEAPwD 7LooooAKKKKACiiigAooooAKKKKACiiigAooooAKKMii gAooyKKACijIooAKKKKACiiigAooooAKKKKACiiigAooo oAKDRRQIQUUGigBaKKKBhRRRQAUUUUAFFFFABR RRQAUUUUAFBprMo7jj3rgvHnxP0HwqJku3SR41Y/L MpUEdjzn9KmUklqNJvY71iBznFcZ45+Ieh+G4biETJdX 8YwsKfNhiOAxH8q+bPE/
- 5. MMI AGENCY: at a glance The way consumers engage with brands is constantly evolving. At MMI, we leverage the power of this new connected social world to engineer meaningful conversations between brands and their consumers. By combining human understanding with actionable insights, we connect with consumers who matter in the moments that matter to them. CLIENTS KEY CAPABILITIES 30years old 80employees @mmiagency /mmiagency /mmiagency /company/mmi-agency letstalk@mmiagency.com +1.713.929.6900 • mmiagency.com INDUSTRY EXPERIENCE • Consumer packaged goods • Hospitality and entertainment • Health care • Oil and gas • Financial services • Manufacturing • Restaurants • Government • B2B technology • Insurance Advertising Brand activation Branding Digital media eCommerce Experiential Influencer marketing Insights and data analytics Public relations Social media
- 6. Data @ MMI
- 7. Our methodology 7 1. Data informs our strategy. 2. Strategy drives content creation. 3. Content drives audience engagement. 4. Engagement creates new data.
- 11. Then and now 11 Rating Points / GRP Average position Engagement Rate Click through rate Cost per click Visits Visitors Page Views Bounce Rate Engaged Visit Rate Conversion Conversion Rate Followers Keyword frequency Fans Number of mentions Reach Social bookmarks Inbound links Blog subscribers Retweets Brand awareness Forward to a friend Issues resolved and resolution rate Number of leads (per day, week, month) Cost of lead Lead conversion rate Cost of sale Revenue (per follower, lead, customer) Lifetime value of customers Support cost (per customer in social channels) Share of repeat customers (from social media vs otherchannels) Transaction value per customerAccount Performance Ad Customizers Feed Item Ad Group Performance Ad Performance Age Range Performance Audience Performance Automatic Placements Performance Bid Goal Performance Budget Performance Call Metrics Call Details Campaign Ad Schedule Target Campaign Location Target Campaign Negative Keywords Performance Campaign Negative Locations Campaign Negative Placements Performance Campaign Shared Set Click Performance Creative Conversion Criteria Performance Destination URL Display Keyword Performance Display Topics Performance Final URL Gender Performance Geo Performance ActiveViewImpressions ActiveViewMeasurability ActiveViewMeasurableCost ActiveViewMeasurableImpressions ActiveViewViewability AdGroupId AdGroupName BiddingStrategyId BiddingStrategyName BiddingStrategySource BiddingStrategyType BidType BounceRate CampaignId CampaignName CampaignStatus ClickAssistedConversions ClickAssistedConversionsOverLastClickConversions ClickAssistedConversionValue Clicks ClickSignificance ClickType ConversionCategoryName ConversionRate Conversions ConversionTrackerId ConversionTypeName ConversionValue Cost CostPerAllConversion CostPerConversion CostSignificance CpcBid CpcBidSource CpcSignificance CpmBid CpmSignificance CreativeQualityScore Criteria CriteriaDestinationUrl CrossDeviceConversions Ctr CtrSignificance CustomerDescriptiveName
- 19. Location Social Visual Transactional Historical Real-time Unstructured Video 3-D Data types 19
- 20. Spreadsheets Streaming JSON XML SQL Flat files No SQL Cluster API Data formats 20
- 24. Why KNIME
- 25. Our needs 25 • Cost-efficient • Extendable • Multi-platform • Open source • Scalable • Innovative • Community • Unbiased • Enterprise
- 26. 26 Advanced analytics “KNIME’s customer reference ratings are among the highest for good value.“ Gartner 2016 Magic Quadrant Advanced Analytics Platforms
- 27. 27 Advanced analytics Gartner 2016 Magic Quadrant Advanced Analytics Platforms “KNIME’s customer reference ratings are among the highest for good value.“
- 29. Smart data 29 SMART DATABIG DATA Signals Sentiment Enhancements Relationships Filtering
- 30. Our solution 30 ACQUISITION EXPLORATION ACTIVATION MEASURE
- 31. KNIME = instant activation
- 32. Key advantage 32
- 33. Social media
- 34. Search data 34
- 35. The new oil
- 37. Advertising loves social media.
- 39. And we mean everything.
- 41. How to change minds Past | Present | Future
- 42. How do you reach the right consumers at the right time with the right message in the right context?
- 43. Feeding the agents Recent Clients New Prospects Old Clients Recent clients New prospects Old clients
- 44. 44 Feeding the agents Digital activities Likes Shares Tweets Posts Follows Relationships Recent Clients New Prospects Old Clients Moments Career changes Promotions Life moments Event attendance New skills Relationships Recent clients New prospects Old clients
- 45. 45 Feeding the agents Digital activities Likes Shares Tweets Posts Follows Relationships Recent Clients New Prospects Old Clients Moments Career changes Promotions Life moments Event attendance New skills Relationships Recent clients New prospects Old clients Training agent Training process detects complex patterns in training inputs that the bot uses to make predictions. Patterns are not available externally.
- 46. 46 Scoring pipeline Recent Clients New Prospects Old Clients Competitors Interested Identified Lost
- 47. 47 Scoring pipeline Recent Clients New Prospects Old Clients Competitors Interested Identified Evaluation agent Lost
- 48. 48 Scoring pipeline Cluster 1 (10%) Recent Clients New Prospects Old Clients Competitors Interested Identified Evaluation agent Cluster 2 (3%) Cluster 3 (66%) Cluster 4 (1%) Cluster 700 (-3%)Lost
- 49. 49 Measuring results Cluster 2 (3%)
- 50. Twitter data
- 51. Just a simple tweet?
- 52. 52
- 53. 53 How am I? Who am I?What do I look like? Where am I? When? Did it matter? With whom? Where am I going? What am I doing?
- 54. Competitive Insights Who are the customers of my competition?
- 55. Michael Berthold “Nobody competes with KNIME.”
- 56. 56
- 60. Follower bios 60
- 63. Profile data
- 64. 64 Just a simple bio?
- 65. 65 Bio insights • Religion • Politics • Partners • Sports • Music • Heritage • Food • Children
- 66. 66 Bio insights • Founder • Data mining • Innovation • Research • Science • Passion • Cancer • Enthusiast • Media • Runner • Food • Music • Love • Blogger • Worm • Dad
- 67. 67 Career insights • Media • Runner • Food • Music • Love • Blogger • Worm • Dad
- 68. How to use images? Shampoo | Blondes | Category involvement
- 69. 69
- 70. 70
- 71. 71
- 72. Where am I? Home | Vacation | Work | Entertainment
- 73. 73 From where do I tweet?
- 74. 74 What do I do there?
- 75. 75 When am I where?
- 76. 76 Who am I based on Twitter? Benjamin Spiegel is a male living in Rosharon, Texas, and works in Houston, Texas. He spends at least two weeks out of every month in Cincinnati, Ohio, generally Tuesday to Friday. When he is there, he is in or near the Westin. Every couple of weeks, he makes a trip to NYC. When in NYC, he mostly attends conferences and dinner meetings. On the weekends, he spends time with his daughter playing soccer or relaxing at the pool.