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KNIME Fall Summit 2016 EXTRACTING TRUTHS FROM SOCIAL MEDIA SEPTEMBER 2016
KNIME Fall Summit 2016EXTRACTING TRUTHS FROM SOCIAL MEDIA
SEPTEMBER 2016
About Me
3
Benjamin Spiegel
Place of Birth
Hometown
Age
Languages
Website
54.3233° N, 10.1228° E
29.7604° N, 95.3698°W
1,112,202,180 seconds
ger && eng && spa
104.130.138.195
16739075
508703982
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About MMI Agency
Data @ MMI
Our methodology
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1. Data informs our strategy
2. Strategy drives content creation
3. Content drives audience engagement
4. Engagement creates new data
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end-to-endapproach
FIVE (r)evolutions
Measurability (r)evolution
Then and now
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Rating Points / GRPImpressions
ReachCost per view
Average positionEngagement RateClick through rate
Cost per clickVisits
VisitorsPage ViewsBounce Rate
Engaged Visit RateConversion
Conversion Rate Followers
Keyword frequencyFans
Number of mentionsReach
Social bookmarksInbound links
Blog subscribersRetweets
Brand awarenessForward to a friend
Potential impressionsSocial media sharing
CommentsEngagement as a percentage of audience
Like or rate somethingReviews
Contributors and active contributors
Lifetime value of customersSupport cost (per customer in social channels)
Share of repeat customers (from social media vs other channels)Transaction value per customerAccount Performance
Ad Customizers Feed ItemAd Group Performance
Ad PerformanceAge Range PerformanceAudience Performance
Automatic Placements PerformanceBid Goal PerformanceBudget Performance
Call Metrics Call DetailsCampaign Ad Schedule Target
Campaign Location TargetCampaign Negative Keywords Performance
Campaign Negative LocationsCampaign Negative Placements Performance
Campaign Shared SetClick Performance
Creative ConversionCriteria Performance
Destination URLDisplay Keyword PerformanceDisplay Topics Performance
Final URLGender Performance
Geo PerformanceActiveViewImpressionsActiveViewMeasurability
ActiveViewMeasurableCostActiveViewMeasurableImpressions
BiddingStrategyTypeBidType
BounceRateCampaignId
CampaignNameCampaignStatus
ClickAssistedConversionsClickAssistedConversionsOverLastClickConversions
ClickAssistedConversionValueClicks
ClickSignificanceClickType
ConversionCategoryNameConversionRate
ConversionsConversionTrackerId
ConversionTypeNameConversionValue
CostCostPerAllConversionCostPerConversion
CostSignificanceCpcBid
CpcBidSourceCpcSignificance
CpmBidCpmSignificance
CreativeQualityScoreCriteria
CriteriaDestinationUrlCrossDeviceConversions
Ctr
ImpressionsImpressionSignificance
InteractionRateInteractions
InteractionTypesIsNegative
KeywordMatchTypeLabelIdsLabelsMonth
MonthOfYearPercentNewVisitorsPositionSignificance
PostClickQualityScorePrimaryCompanyName
QualityScoreQuarter
SearchExactMatchImpressionShareSearchImpressionShare
SearchPredictedCtrSearchRankLostImpressionShare
SlotStatus
SystemServingStatusTopOfPageCpc
TrackingUrlTemplateUrlCustomParametersValuePerAllConversionValuePerConversion
VideoQuartile100RateVideoQuartile25RateVideoQuartile50Rate
Consumer (r)evolution
Connected Consumers
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Device (r)evolution
Connected Everything
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Connected Everything
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Big Data (r)evolution
Connected Information
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Location Social Visual
Transactional Historical Real-time
Unstructured Video 3D
Data Types
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Spreadsheets Streaming JSON
xml SQL Flat files
No Sql Cluster API
Data Formats
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Advertising (r)evolution
Marketing Technology
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Marketing Technology
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Why KNIME
Our needs
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• Cost-efficient• Extendable• Multi-platform• Open-source• Scalable• Innovative
• Community• Unbiased• Enterprise
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Advanced Analytics
“KNIME’s customer
reference ratings are
among the highest
for good value. “
Gartner 2016 Magic Quadrant Advanced Analytics Platforms
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Advanced Analytics
Gartner 2016 Magic Quadrant Advanced Analytics Platforms
“KNIME’s customer
reference ratings are
among the highest
for good value. “
Smart = efficient
Smart Data
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SMART DATABIG DATA
Signals
Sentiment
Enhancements
Relationships
Filtering
Our Solution
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AQUISITION EXPLORATION ACTIVATION MEASURE
KNIME = Instant activation
Key Advantage
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Social Media
Search Data
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The new oil
S Extracting social truths
Advertising loves social media
People share everything
And we mean everything
POLITICS
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LOCATIONS
FRIENDS
SPORTS
OPINIONS
CAREER
BIOLOGICAL
TASTE IDENTITY
EMOTIONS
BEHAVIOURS
RELIGION
SPORTS
RELATIONSHIPS
How to change mindsPast | Present | Future
How to reach the right consumers at the right time with the right message in the right context?
Feeding the agents
Recent Clients
New Prospects
Old Clients
Recent Clients
New Prospects
Old Clients
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Feeding the agents
Digital Activities
Likes
Shares
Tweets
Posts
Follows
Relationships
Recent Clients
New Prospects
Old ClientsMoments
Career changes
Promotions
Life Moments
Event attendance
New skills
Relationships
Recent Clients
New Prospects
Old Clients
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Feeding the agents
Digital Activities
Likes
Shares
Tweets
Posts
Follows
Relationships
Recent Clients
New Prospects
Old ClientsMoments
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.
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Scoring pipeline
Recent Clients
New Prospects
Old Clients
Competitors
Interested
Identified
Lost
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Scoring pipeline
Recent Clients
New Prospects
Old Clients
Competitors
Interested
Identified
Evaluation agent
Lost
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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
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Measuring results
Cluster 2 (3%)
twitter Data
Just a simple tweet?
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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?
Competitive InsightsWho are the customers of my competition?
Michael Berthold
“Nobody competes with Knime”
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Twitter Aanalysis
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Follower locations
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Follower activity
Follower Bios
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Follower links
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Follower networks
Profile Data
64
Just a simple bio?
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Bio insights
• Religion
• Politics
• Partners
• Sports
• Music
• Heritage
• Food
• Children
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Bio insights
• Founder
• Data mining
• Innovation
• Research
• Science
• Passion
• Cancer
• Enthusiast
• Media
• Runner
• Food
• Music
• Love
• Blogger
• Worm
• Dad
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Career insights
• Media
• Runner
• Food
• Music
• Love
• Blogger
• Worm
• Dad
How to use images?Shampoo | Blondes | Category Involvement
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Where am I?Home | Vacation | Work | Entertainment
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Where do I tweet from?
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What do I do there?
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When am I where?
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Who am I based on Twitter?
Benjamin Spiegel is a male living in Rosharon, TX and works in Houston, TX. He spends at least 2 weeks a months in Cincinnati, OH. Generally from 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 weekendshe spends time with his daughters playing soccer or relaxing at the pool.
Thank you.QUESTIONS @NXFXCOM
www.mmiagency.com
+1.713.929.6900
