#supplychain and Twitter Analytics
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Transcript of #supplychain and Twitter Analytics
Insights from hashtag #supplychain and Twitter Analytics: Considering Twitter and Twitter data for supply chain practice and research
Bongsug (Kevin) ChaePresented by: Dennis L. Kappen, Ph.D. Candidate, GAMER Lab, FBIT
Twitter :3d_ideation
Image Source: http://room214.com/social/getting-to-know-twitter-analytics
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Terminology
Image Source: http://cdn2.business2community.com/wp-content/uploads/2015/02/twitter-analytics.png.png
Moving Product or Service > to CustomerSupply Chain Management > SCM
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TakeawaysExtracting intelligence
from 22,399 #supplychain tweets.Framework
descriptive analytics (DA), content analytics (CA) integrating
text mining and sentiment analysis,
network analytics (NA)Findings
Usage of supply chain tweetsImage Source: http://cdn2.business2community.com/wp-content/uploads/2015/02/twitter-analytics.png.png
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Overview
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Introduction Background Framework Research method
(Results) Discussion Implications Limitations and Future
WorkImage Source: https://media.licdn.com/mpr/mpr/AAEAAQAAAAAAAAQWAAAAJGE4ODJkOWY0LTVmYTctNDA5NC04ZDRkLWMwNWEwZWU5MzY1NQ.jpg
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Introduction: Social Media and Big Data
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Introduction: Social Media and SCM
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Slow growth in the usage of social media
Focus on: product traceability data geo-location and mapping data supply chain visibility and intelligence
Image Source: https://pharmapromotional.files.wordpress.com/2013/08/pharma_supply_chain_information_flow.png
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Introduction: Why Twitter?
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Access to Twitter data using Twitter Application Programming Interface (API)
Understand Twitter within SCM context
Analyse: tweets, replies, and retweets
Image Source: http://www.glitztechnology.com/images/twitterapi-539x230.jpg
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Introduction: Research Direction
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Research direction: Tweet characteristics Topics characteristics User characteristics Sentiment characteristics.
Image Source: http://www.glitztechnology.com/images/twitterapi-539x230.jpg
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Framework: Why?
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Twitter Firehoses are expensive
Analysis is expensive
Extract intelligence from the highly enriched and unstructured social media data
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Framework: What?
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Framework: Descriptive analytics (DA) Content analytics (CA) Network analytics (NA)
Image Source: https://upload.wikimedia.org/wikipedia/commons/b/b7/Lorimerlite_framework.JPG
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Descriptive analytics (DA) Descriptive Statistics Tweet metrics▪ INTELLIGENCE extraction▪ METRICS: number of tweets, word
counts, @user per tweet, number of hashtags, etc.▪ WHO tweets, replies, and retweets?▪ WHICH URLs?
Framework: What?
Dennis L. Kappen Twitter :3d_ideation
Image Source: http://wersm.com/wp-content/uploads/2013/11/twitter-analytics-657x360.jpg
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Content analytics (CA) Texts are unstructured Text cleaning and
processing Information and opinions Advanced text mining: sentiment analysis
Twitter Analytics relies on automatic text processing techniques and algorithms
Framework: What?
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Image Source: http://www.contentanalyticsinc.com/about
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Network analytics (NA) Users engage
using@reply and retweet Network topology▪ Nodes (users)▪ Edges (relationships)
Twitter data▪ friendship network and @reply
(or mention) network.
Framework: What?
Dennis L. Kappen Twitter :3d_ideation
Image Source: http://www.contentanalyticsinc.com/about
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Network analytics (NA) Centrality analysis Community analysis Modularity analysis
Framework: What?
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Image Source: http://www.contentanalyticsinc.com/about
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Framework: Recap
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Framework: Recap
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Framework: Recap
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500 million tweets/day (2015)
#supplychain 22,399 tweets
Script languagesTweet Statistics
Original tweets (58%) Retweets (28%) @replies (14%)
Results… DA (Tweets)
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Image Source: http://yogfitness.com/wp-content/uploads/2016/04/historical-tweets.jpg
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4313 unique usersActive users = original tweets + retweets+@replies
Visibility = @replies received + retweets received
Results... DA (Users)
Dennis L. Kappen Twitter :3d_ideation
Image Source: http://yogfitness.com/wp-content/uploads/2016/04/historical-tweets.jpg
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Results... DA (Users)
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Active users = original tweets + retweets+@replies Visibility = @replies received + retweets received
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Results... DA (URLs)
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One or more URLs = 89% Active and Visible users include URLs
in their tweets Top URLs include:
companies' webpages SCM online newspaper sites, and articles about manufacturing leadership, and Big Data.
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Results... CA (Word analysis)
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Results... CA (Hashtag analysis)
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3839 different hashtags appear 62,575 times
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Results... CA (Sentiment Analysis)
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Results... CA (Sentiment Analysis)
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Exemplar tweets Sentiment
This development is pretty exciting for me #supplychain #sustainability
3 (Positive)
Samsung assures excellent working conditions in China. http://t.co/9VcBIL1XAj #workingconditions #supplychain ⟨
#responsiblesourcing #rtw ⟩
3 (Positive)
Loving the feedback that I am getting on this report today! #supplychain http://t.co/7DJaJFFl ⟨ ⟩
3 (Positive)
As parked 787 s multiply? Boeing cash drain worries grow http://t.co/up6V9sBYbi #supplychain⟨ ⟩
-3 (Negative)
CHaINA Magazine: Apple Finds Child Labor Abuses in Its Supply Chain – As the controversy regarding. http://t.co/kt6MMXvng ⟨#SupplyChain⟩
-3 (Negative)
Walmart US Chief Says Sales are Suffering Because of Restocking Issues http://t.co/xhpK4pYy3v #supplychain⟨ ⟩
-3 (Negative)
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Results... CA (Sentiment Analysis)
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Exemplar tweets Sentiment
CSR Investigation of #Apple #SupplyChain by #SACOM reveals continued #labor abuse throughout despite Apple's claims. http://t.co/Cm0VYeTT94 #CSR⟨ ⟩
Negative
Loving this Green Supply Chain infographic http://t.co/M0spSUs6WG #supplychain #CSR #infographic ⟨
@SCInsightsLLC⟩
Positive
IT Supply Chain Disruption a Major Threat to Business from @forbes http://t.co/raX48u4Zcw #supplychain #IT ⟨#analytics⟩
Negative
How @Sony strengthened its supply chain and added value http://t.co/B0DTiWPAnm #GrnBz via @GreenBiz #IT ⟨
#supplychain⟩
Positive
Logistics
Could I expect to receive my parcel today? I doubt it. Another terrible experience from @Parcel2Go #expensive #supplychain #logistics
Negative
Great day @ #DalhousieUniversity! Excellent case study presentations by 16 teams. Join Careers in Motion @JDIcareers #logistics #supplychain
Positive
Risk With new #supplychain controls in place IKEA meatballs back after horsemeat scare http://t.co/YKvYT1ov1H #risk⟨ ⟩
Negative
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Results... NA (Topological Analysis)
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5447 Nodes = users 9238 edges = relationships (@reply) Network diameter = 19 Average path length =5.82
Example: 6 nodes, 7 edges : StackOverflow
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Results... NA (Centrality analysis)
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Image Source: http://image.slidesharecdn.com/socialnetworkanalysis-100225055227-phpapp02/95/social-network-analysis-19-638.jpg?cb=1385568277
Degree Centrality In-degree Out-degree
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Results... NA
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Centrality Analysis (node-level) Nodes connectedness
Community Analysis (network-level) Network was sparsely distributed Over 400 communities in the
#supplychain network
Image Source: http://www.compjournalism.com/wp-content/uploads/2012/11/centrality-measures.png
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Results... NA
Dennis L. Kappen Twitter :3d_ideationCompanies Industry PressIndividual users
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Results... NA (Community analysis)
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(Blondel et al., 2008)
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Results... NA (Community analysis)
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Discussion...(Characteristics)
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Image Source: http://www.supplychain247.com/images/article/a_portrait_of_the_supply_chain_manager_wide_image.jpg
Topical 73% of #supplychain tweets
contained two or more hashtags Factors for information diffusion
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Discussion...(Topics)
Dennis L. Kappen Twitter :3d_ideationImage Source: http://blog.mytmc.com/wp-content/uploads/2015/01/ConnectPorts.jpg
Topic Areas Popular hashtags Topics of interest
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Discussion...(Users)
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Image Source: http://http://erau.edu/-/media/images/shared/degrees/videos/worldwide/master-of-science-in-logistics-and-supply-chain-management-source.png
Characteristics of users Job or career services SCM practitioners Trade magazines
Active users vs Visible users Users vs Tweets
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Discussion...(Sentiments)
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Image Sourcehttp://beta.www.hull.ac.uk/editor-assets/images/Logistics/supply.png
#supplychain had low sentiment Major events influencing sentiments Promotional tweets Negative sentiment
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Implications
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Image Sourcehttp://beta.www.hull.ac.uk/editor-assets/images/Logistics/supply.png
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Limitations and Future Work
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Short data collection period #supplychain vs keywords Future work
Guidelines Impact of social media on supply chain
performance
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Challenges (IMHO)
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Research Methods section Reporting Results Themes in word analysis and
sentiment analysis No explanation of the evolution of
these themes (inductive or deductive ?)
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www.gamefulplay.caTwitter :3d_ideation.co
m
Thank You