Social Media Sentiment through SAP HANA and SAP BusinessObjects Analytics

Brandon M LageDickinson + Associates

Focus: Delivery of quality SAP ERP, BI/Analytics, Mobility

consulting services to customers across North America,

Europe, and Asia.

Our People: A team of 140+ full-time SAP professionals reflects the

ideal mix of years of relevant business knowledge, very

strong SAP credentials, and solid communication skills.

Our team has an average of 16 years SAP and 19 years

business experience.

Offices: Chicago, IL (Headquarters)

Satellites: New York, NY | Scottsdale, AZ | Cincinnati,

OH

SAP Gold Channel Partner

SAP Services Partner

SAP All-in-One Certified Solutions

SAP-Qualified Partner for RDS

Business Objects

Sybase Partner

SuccessFactors Partner

S A P Q u a l i f i e d P a r t n e rR A P I D D E P L O Y M E N T S O L U T I O N S

Agenda

Data Epidemic / Structured vs. Unstructured Data

Social Listening

SAP HANA Text Analysis

Example: Sentiment Analysis – “Voice of the Customer” Apple Watch #Cubs #CrosstownClassic

Best Practices

Key Learnings

Data Epidemic

90% global data created in last 3 years 2011 - 2014

10% of all data ever created

Structured vs. Unstructured Data

Structured Data

Data that resides in a fixed

field within a record or file

Ex: data in a database table

Easy to enter, store, and

analyze

Unstructured Data

Does not reside in a traditional

database

Ex: e-mail, videos, audio files,

web pages, presentations

Difficult and costly to analyze

Structured vs. Unstructured Data

Data in Organizations

80%+ is unstructured

Data about organization is

now in the hands of the

consumer via social media

Harnessing this data is the

key to uncovering insights

about your organization

Social Listening

Process of identifying and assessing what is being said about a company,

individual, product or brand via social media

Becoming increasingly popular across organizations geared at tackling

the growing data explosion

Consumer ACME Foods Customer Service Rep

1. Offer refund2. Find out

details3. Send swag4. Do nothing

This candy tastes horrible! #ACMEFOODS

Social Media Monitoring

SAP HANA Text AnalysisU

nst

ruct

ure

d

Data

1. Extract meaning2. Transform into

structured data for analysis

Structured Data

Now able to query, analyze, visualize, report against, etc.

Process of analyzing unstructured text, extracting relevant information and then

transforming that information structured that can be leveraged in different ways.

With the help of text analysis we can model and structure the information content

for the purpose of business analysis, research and investigation.

SAP HANA Text Analysis

Example: Voice of Customer Text Analysis

ID Text Lang

1 Bob likes working at SAP EN

2 The innovation from SAP is amazing EN

3 I can’t wait to implement SAP HANA! EN

SAP HANA Linguistics Processor

Bob likes working at SAP

Weak Positive

Sentiment

Person Topic Organization / Commercial

Simple Text Analysis in SAP HANA

3. Turn On – Text Analysis

2. Turn On – Twitter Streaming API and store Tweets

1. Create HANA Table

4. Connect HANA to Lumira + Visualize

Simple Text Analysis in SAP HANA

1. Create HANA Table

Simple Text Analysis in SAP HANA

2. Turn On – Twitter Streaming API and store Tweets

Twitter API App Node.JS HANA Destination Table

Simple Text Analysis in SAP HANA

3. Turn On – Text Analysis

Simple Text Analysis in SAP HANA

4. Connect HANA to Lumira + Visualize

Simple Text Analysis in SAP HANA

#AppleWatch

Simple Text Analysis in SAP HANA

#AppleWatch

Simple Text Analysis in SAP HANA

#AppleWatch

Simple Text Analysis in SAP HANA

#AppleWatch

Simple Text Analysis in SAP HANA

#AppleWatch

Simple Text Analysis in SAP HANA

#AppleWatch

Simple Text Analysis in SAP HANA

#Cubs - TOPICS

Simple Text Analysis in SAP HANA

#Cubs - Persons

Simple Text Analysis in SAP HANA

#Cubs – Sports Organizations

Simple Text Analysis in SAP HANA

#Cubs – Major Problems

Simple Text Analysis in SAP HANA

#Cubs – Facility/Building Grounds

Simple Text Analysis in SAP HANA

#CrosstownClassic

Simple Text Analysis in SAP HANA

#CrosstownClassic

Simple Text Analysis in SAP HANA

#CrosstownClassic

Best Practices

Utilize the out-of-box system dictionaries to simplify user experience, enhance after organization understands usage of entity types.

Case-sensitivity can skew results, work towards converting strings to upper-case if necessary.

Key Learnings

Introducing SAP HANA Text Analysis into your organization requires a change in culture to realize its benefits.

The SAP HANA Text Analysis engine is continuously evolving, slang and tone should be evaluated when making decisions from the information.

SAP HANA Text Analysis is extremely simple to implement.

Social Media isn’t the only unstructured text that can be analyzed, this can extend to any type of text (email, blog, electronic documents, etc.)

THANK YOU

Let’s Go Cubs!