Transforming Consumer Data into Actionable Insights...Transforming Consumer Data into Actionable...
Transcript of Transforming Consumer Data into Actionable Insights...Transforming Consumer Data into Actionable...
![Page 1: Transforming Consumer Data into Actionable Insights...Transforming Consumer Data into Actionable Insights Feb. 24, 2016 Benjamin Spiegel #ShamelessSelfPromotion MMI is a data-drivenagency](https://reader033.fdocuments.net/reader033/viewer/2022050602/5fa9acf5e9568c673c25c8a1/html5/thumbnails/1.jpg)
Transforming Consumer Data into Actionable Insights
Feb. 24, 2016
Benjamin Spiegel
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#ShamelessSelfPromotion
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MMI is a data-driven agency mpowering conversations between
brands and consumers.
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what we do
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for 29 years, MMI has been creating experiences for our
clients
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we believe in the value of partnerships
MMI partners with
best-in-class agencies,
technology providers,
startups, and media
platforms to scale and
provide leading results for our
clients.
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our approach
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@nxfxcom
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why KNIME?
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123.123.123.123 - - [26/Apr/2000:00:23:48 -0400] "GET /pics/wpaper.gif HTTP/1.0" 200 6248 "http://www.jafsoft.com/asctortf/" "Mozilla/4.05 (Macintosh; I;
PPC)"
123.123.123.123 - - [26/Apr/2000:00:23:47 -0400] "GET /asctortf/ HTTP/1.0" 200 8130
"http://search.netscape.com/Computers/Data_Formats/Document/Text/RTF" "Mozilla/4.05 (Macintosh; I; PPC)"
123.123.123.123 - - [26/Apr/2000:00:23:48 -0400] "GET /pics/5star2000.gif HTTP/1.0" 200 4005 "http://www.jafsoft.com/asctortf/" "Mozilla/4.05 (Macintosh; I;
PPC)"
123.123.123.123 - - [26/Apr/2000:00:23:50 -0400] "GET /pics/5star.gif HTTP/1.0" 200 1031 "http://www.jafsoft.com/asctortf/" "Mozilla/4.05 (Macintosh; I; PPC)"
123.123.123.123 - - [26/Apr/2000:00:23:51 -0400] "GET /pics/a2hlogo.jpg HTTP/1.0" 200 4282 "http://www.jafsoft.com/asctortf/" "Mozilla/4.05 (Macintosh; I;
PPC)"
123.123.123.123 - - [26/Apr/2000:00:23:51 -0400] "GET /cgi-bin/newcount?jafsof3&width=4&font=digital&noshow HTTP/1.0" 200 36
"http://www.jafsoft.com/asctortf/" "Mozilla/4.05 (Macintosh; I; PPC)"
end of user-specified pre-formatted text
data complexity
DATE/TIME DIMENSIONS METRICS
January 1 2001 Source = “Yahoo” 120 visits
February 15 2002 Link ID = 12 75% conversion rate
April 10 2003 15:11 PMKeyword = “Search agency” 5% click through rate
June 2 2015 11:09 AM EST Product = “Shiny shampoo” $12
6/6/2005 Direct 5:12 avg. visit time
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@nxfxcom
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@nxfxcom
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@nxfxcom
data sources
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client challenges
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real-time events — Shell Houston Open
• Real-time content
• Simultaneous activities
• Multiple real-time platforms
• PR, social, analytics, radio,
TV, and physical activation
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experiential social — ”Until 20”
@nxfxcom
• Flexible demands (line length)
• Multiple competitors — film festival
• Location-based media support
• POS integration/bidding
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digital launch — Boogie Wipes
• Multiplatform launch
• Dynamic paid support
• Minute-by-minute cross-platform tracking
• Real-time content creation
• CRM Integration
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e-commerce — Kandoo
@nxfxcom
• Ratings and reviews
• Paid media
• Specialized algorithms
• Inventory management
• Counterfeiting
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the requirements
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our approach
Insights to
Action
Acquisition
Modeling
Visualization
Management
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acquisition
Acquire data from:
• Multiple databases
• Flat files
• Web APIs
• Unstructured
• Real time
• Behavior
• Models
• Text (a lot of it)
• Binary
Insights to
Action
Acquisition
Modeling
Visualization
Management
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modeling
@nxfxcom
Leverage:
• Machine learning
• Predictive
• Linguistic
• Regression
• Clustering
• Sentiment
• Behavioral
Insights to
Action
Acquisition
Modeling
Visualization
Management
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visualization
@nxfxcom
Enable:
• Visual storytelling
• Simplification with pictures
• Easy discovery
• Insights creation
• Reporting
• Dashboards
• Scorecards
Insights to
Action
Acquisition
Modeling
Visualization
Management
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management
@nxfxcom
We need:
• Aggregate
• Filter and verify
• Combine and merge
• Transform and enhance
• Index and optimize
• Export
• Share and distribute
• Basically ETL on steroids
Insights to
Action
Acquisition
Modeling
Visualization
Management
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activation
@nxfxcom
We can:
• Real-time communications
• Individual media optimization
• One-on-one tracking
• Cross-platform activation
• AI-driven content
• Instantaneous measurementInsights to
Action
Acquisition
Modeling
Visualization
Management
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social media
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last year — #SocialPro in Las Vegas
@nxfxcom
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“Social network ad spending to hit $35.98 billion worldwide
in 2017.”
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@nxfxcom
lumascape
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lumascape — acquisitions
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@nxfxcom#SocialPro #24A
I hate tools!
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why
• Cross-platform integration
• Granularity
• Al
• Cost
• Data ownership
• Facebook = Facebook
• Reporting
• Real-time insights BS
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@nxfxcom
social tools cost up to $100k/brand/month
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our only tool: KNIME
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our setup
@nxfxcom
• Private networks
• Scheduled jobs
• Backup
• Hosts all instances
• API calls
• Data extractions
• Transformations
• Q&A
• Text analytics
• Modeling
• Alerts
• Data storage
• Aggregation
• Data preparation
• Data serving
• Visualization
• Modeling
• Analysis
• Reporting
• Delivery
• Alerts and automation
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our setup
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contributions
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@nxfxcom
keyword density
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keyword density
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@nxfxcom
clean HTML retriever
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@nxfxcom
clean HTML retriever
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@nxfxcom
XML sitemap reader
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@nxfxcom
XML sitemap reader
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@nxfxcom
Google pagespeed insights
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@nxfxcom
Google pagespeed insights
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@nxfxcom
Moz link and URL metrics
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@nxfxcom
Moz link and URL metrics
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random data generator
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random data generator
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Twitter trends
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Twitter trends
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CSS validator
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CSS validator
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HTML validator
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HTML validator
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XML sitemap reader
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XML sitemap reader
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what’s next?
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Facebook API
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things we do now
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CRM data
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closed loop activation
x
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save 128 hours/month
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operations
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operations
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streaming data
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motion data
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checkin data