Social Analytics. More than Listening Social Media Strategy. Creating relationship. Build advocacy. Improve loyalty

Transcription

1 Social Analytics Creating relationship. Build advocacy. Improve loyalty Alok Kumar Jha BI Solution Architect India Software Lab, SWG Bangalore More than Listening Social Media Strategy

2 Social Media Analytics is a specific application of text analytics Slide 2

3 Social Media Influence 78% of consumers trust peer recommendations Source: August 25, 2009, The Broad Reach Of Social Technologies Forrester report 770 million people worldwide visited a social networking site. Source: comscore, Social Networking Phenomenon Slide 3

4 Key Questions How can we make more money, more cost effectively and quickly to drive social marketing ROI How do we engage our customers and stakeholders to enhance our reputation and brand How do we transform marketing to create more intimate and lasting relationships with our customers via social media and influence advocacy of our brand Slide 4

5 Why Social Media Analytics? Analytics that listen, measure and analyze social media performance to more effectively: Grow Your Business Understand your customer needs to target new offers and products more cost-effectively through different social media channels Enhance Your Reputation Improve your customer experience Evaluate your corporate reputation and make evidence-based messaging decisions that target the right stakeholders at the right time Respond more quickly with accurate, timely and relevant insight into customer requests to ensure a consistent brand experience across all channels Slide 5

6 IBM Cognos Consumer Insight Enables marketing professionals to be more precise, agile and responsive to customer demands and opinions expressed through social media by dynamically listening, measuring and analyzing large volumes of publicly available content on the Internet the only solution to leverage a broader business analytics environment by seamlessly connecting sophisticated packaged reporting and analyses to Cognos BI. Slide 6

7 How Does IBM Cognos Consumer Insight Work? Automatically identify and tag relevant content Process content based on relevance to business Communicate insight broadly across the business 3 rd Party Providers Multiple Languages Admin User Interface Crawl Information Extraction Semantic & Faceted Search Index Search-led Data Exploration Interactive Visualization & Analysis Web content Compute Infrastructure Database Cognos Reports & Analytics Analytics Platform Integrated UI Customers' use of content is subject to the terms and conditions of the respective third party data providers Slide 7

8 Cognos Consumer Insight Layers Presentation Layer Data Layer Sentiments Concepts Snippets Faceted Search Indexes Hotwords Star Schema Tables Analytics Layer WorkFlow Definition Slide 8

9 Cognos Customer Insights (CCI) High Level Platform Architecture Presentation Tier Built-in Capabilities: Analysis UI, Administration UI Additional Capabilities: Cognos BI Reporting, IBM Mashup Center Analysis Tier Crawler Flow Manager IBM System T Search Uploader IBM Hadoop MapReduce / IBM GPFS File System Data Tier Snippets Sentiments Brands Hotwords Analysis DAS Data Loader Services Directory Content Store Star Schema Tables Search Indexes Slide 9

10 Presentation Layer Presentation Layer consists of components that provide: Reporting and Analysis Exploration, Search and Discovery CCI Administration Slide 10

11 CCI Architecture: Presentation Tier Presentation Tier WAS Community Edition Cognos 10 Business Intelligence Cognos 10 Mashup Services IBM Mashup Center 3.0 Analysis WebApp Administratior WebApp SLES Linux x86 64-bit 11.0 Exploratory UI to discover consumer sentiment topics and trends Administration UI to model, configure and schedule analysis jobs Advanced presentation layer with mashups to combine information from multiple sources Customizable set of IBM Cognos BI reports and dashboards with drill up / down capability Slide 11

12 Cognos Consumer Insight Layers Presentation Layer Data Layer Sentiments Concepts Snippets Faceted Search Indexes Analytics Layer Hotwords Use Presentation Star Schema Tables layer (Admin UI) to submit analytics workflows to Analytics layer. WorkFlow Definition Slide 12

13 Analytics Layer WorkFlow Definition Analytics Layer consists of components that provide: Map/Reduce framework to manage multiple concurrent jobs Text Analytics, Entity Extraction and Sentiment Analysis Topics Discovery and Detection Extraction and Transformations Slide 13

14 CCI Architecture: Analysis Tier Analysis Tier WAS Community Edition Workflow Definitions System T SPSS Modeler 19 SPSS Text Analytics IBM Hadoop / MapReduce Crawler Flow Manager JAQL Uploader LanguageWare SLES Linux x86 64-bit 11.0 Distributed processing for information analysis using IBM Hadoop MapReduce framework Crawlers extract data from the web and load it into Hadoop Mapper tasks run in parallel each processing portions of overall data Reduce tasks aggregate mapper task data and feed into another chain of mapper or reduce tasks System T applies Brand, Keyword, Sentiment and Named Entities detection rules JAQL used as scripting language to abstract Hadoop processing Slide 14

15 Cognos Consumer Insight Layers Presentation Layer Data Layer Sentiments Concepts Analytics layer computes results and supplies data to the Data layer. Snippets Hotwords Faceted Search Indexes Star Schema Tables Analytics Layer WorkFlow Definition Slide 15

16 Data Layer Sentiments Brands Snippets Faceted Search Indexes Hotwords Star Schema Tables Data Layer consists of components that provide: ETL of analysis results from Analytics layer Star schema fact and dimension tables Facetted search indexes and correlation computations Report Model for drill-up, drill-down, drill-thru definitions Slide 16

17 Cognos Consumer Insight Layers Presentation Layer Data Layer Sentiments Concepts Snippets Faceted Search Indexes Hotwords Star Schema Tables Analytics Layer Data layer provides WorkFlow Definition formatted data for Presentation layer to render into UIs. Slide 17

18 CCI Architecture: Data Tier Data Tier DB2 Workgroup Server 9.7 WAS Community Edition Snippets Sentiments Brands Hotwords Admin Schema Analysis DAS Data Access Services WebApp ILEL IBM Lucene Indexing Star Schema Cognos Content Store Staging Area Data Loader Services Directory OpenLDAP SLES Linux x86 64-bit 11.0 Services to store, index and access information collected during analysis Services to compute statistics and affinity measures Configuration repository for CCI workspaces Analysis DAS retrieves and caches faceted search results and aggregations from Lucene indexes Analysis DAS builds topic vs. date JSON records used by Analysis UI to render topic rivers Cognos BI Server and SPSS consume data from the star schema tables Slide 18

19 Putting it all together End-to-End Process 1 Collect 2 Analyze 3 Deliver Crawler JAQL - System T Uploader BoardReader boards blogs news Sentiment Analysis Entity Detection Topic Detection Lucene Index DB2 Adhoc jobs usuallly used during implementation Scheduled jobs (daily, weekly, monthly) used in once queries are defined Slide 19

20 Questions???? Slide 20

21 Copyright IBM Corporation 2008 All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS w ithout w arranty of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherw ise related to, these materials. Nothing contained in these materials is intended to, nor shall have the effect of, creating any w arranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM softw are. References in these materials to IBM products, programs, or services do not imply that they w ill be available in all countries in w hich IBM operates. Product release dates and/or capabilities referenced in these materials may change at any time at IBM s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any w ay. IBM, the IBM logo, Cognos, the Cognos logo, and other IBM products and services are trademarks of the International Business Machines Corporation, in the United States, other countries or both. Other company, product, or service names may be trademarks or service marks of others. Slide 21

22 IBM Cognos BI Reports Use IBM Cognos 8 BI reports to perform more advanced reporting and obtain a summary view of your data CCI includes four predefined reports found in tabbed portal pages: Coverage, Hotword, Analysis, Influencers and Sentiment Drill from the report to exploratory analysis portal drill to the text of the snippets Slide 22

23 Coverage Slide 23

24 Hotword Slide 24

25 Influencers Slide 25

26 Sentiment Slide 26