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Ieg201205 bharatheesh simha abiba mobile social network analytics
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Transcript of Ieg201205 bharatheesh simha abiba mobile social network analytics
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Harvesting Information Excellence
Information Excellence
2012 MAY Session
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Mobile Social Network Analytics A deployment use case
Dr. Jay Bharatheesh SimhaCTOAbiba Technologies
Social Media measurement and ROI: marrying big social-media-data with
Business contextIn house use case
Dr. Shesha Shah, Social Media Marketing and Intelligence team DELL India DGA Team
Thank You
for hosting us today
Today’s Speakers
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Dr. Jay B.Simha is Chief Technology Officer, ABIBA Systems, a Telecom BI & Analytics company based out of Bangalore.
He has over 15 years of experience in R&D, Business Intelligence and Analytics consulting. He has implemented large scale systems for telecom, BFSI and manufacturing industries in Business Intelligence and analytics.
Prior to this he worked on medical data analysis with Siemens, working on algorithm design and data analysis.
He holds a post graduate in Mechanical Engineering and Computer Science. He holds a Doctoral degree in Data Mining and Decision Support and Post Doctoral from Louisiana State University ,USA.
He is active in research and has interests in business visualization, predictive analytics and decision support. . He has so far published about 40 papers in international journals and conferences in the areas of business intelligence and analytics.
He has won numerous best paper awards in prestigious conferences, confirming the quality of work.
Dr. Jay Bharatheesh Simha
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Mobile Social Network Analytics marrying Big data with social data for profitability
Jay B. Simha
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Information trinity
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What to make out of this data?
ACQUIRE
WALLET SHARE RETENTION
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Analytics approaches
DOMAIN EXPERTS
SOCIAL NETWORKS
HYBRID ENSEMBLES
BEHAVIORAL MODELING
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Domain Experts
RULE BASED
VERIFICATION DRIVEN
RULE COMBINATION
DIFFICULT
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What Behavioral Analytics do?
ACQUIRE
WALLET SHARE RETENTION
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What Behavioral Analytics do?
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What customers do?
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Social Networks
Who has more Power?
1
2
3
4
5
Pat
1
23
4
5
Chris
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Social Networks
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Social Networks – power metrics
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Social Networks – Reachability metrics
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Social Networks – Reachability metrics
Number of paths and distances
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Social Networks – Message/effect transferability
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Mobile Social Network Analytics
• A special case of SNA• Deals with observable relations• Contains potential information
of distinct social groups• Real BIG DATA, which needs
crunching at massive scales• RDBMS have limitations on
these scales ( 1TB+)
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Mobile Social Network Analytics -Centrality
First order centrality
Second order centrality
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MSNA – Typical Data Extraction
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Mobile Social Network Analytics - Process
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Domain based Statistical/Behavioural MSNA
Data size Medium Medium Large
Number of variables Small Large medium
Data types Mostly Demographic Mostly behavioural Mostly relations
Data granularity Quasi aggregate Aggregate Detailed
Segment profile Homogeneous Homogeneous Heterogeneous
Techniques Profiles RFM
k-means Decision trees Neural networks
Neighbours Ego networks Subgroups
Segment profile Homogeneous Homogeneous Heterogeneous
Information Individual with group Individual with group Group and Individual within group
Effectiveness Medium High High
Comparing approaches to analytics
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Mobile Social Network Analytics
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How Hybrid Modeling is used?
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MSNA – A sample visualization
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MSNA – Full sub base
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MSNA – Acquisition
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MSNA – Retention
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MSNA – Retention (HVC)
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MSNA – Wallet share
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MSNA – Demo
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THANK YOU
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About Information Excellence Group
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