Big Data Technologies for Social Media Analytics

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Outline

Social Media Analytics- Need and Benefits Effective convergence of disparate data sources Big Data technologies to enable Social Analytics Our recommended approach Industry relevant use cases

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Social Analytics

Social Media Sources

Recommendation Engine Reports and Statistics

Data visualization via Interactive Interface

Sentiment Analysis

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Business Intelligence & Product Research

Customer Analysis

Identifies users from different geographies, locations

Tracks users activities to determine usage patterns

Feature Analysis

Track the usage of various social features

Product Growth Analysis

Track customer feedback on products Target the right customers

Recommendation Engine

Related products and customers

Third Party Data Analysis

Analysis of customers on third party sites

Social Analytics provides smarter ways of data tracking, powerful analytics and metrics for informed decision making

How it Helps?
Outcome Based Approach

Customer retention Brand building and recall (harvests/ address sentiment) Simplifies customer service Reduces operational cost

Builds up the customer base

Understands customers opinions and addresses their needs Competition benchmarking Proactive on demographic changes

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Convergence of Data Sources

Data Sources
Social Media Website Traffic Analysis
(On-site web analytics)

External Data Sources

(Off-site web analytics)

Internal CSR Logs, Customer Queries Automated Agent discussions Complaints and Resolutions Employee Insights

Industry Reports Market Research

Social Media Analytics

Social Media Analytics effectively converges on-site, social media and third party data to extract useful information
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Technical Tenets of Social Media Analytics

Data Sources
Social Media Website Traffic Analysis
(On-site web analytics)

External Data Sources

(Off-site web analytics)

Internal CSR Logs, Customer Queries Automated Agent discussions Complaints and Resolutions Employee Insights

Industry Reports Market Research

Social Media Analytics

Clustering Classification Sequential classification

Entity extraction

Event extraction

Communication graph

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Why Big Data for Social Analytics?

Large data volumes in the order TBs and PBs Complex unstructured data from social sources Deeper insights into customers and trends Storing images, videos The bottom-line - $/TB

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Our Recommended Approach

Technologies

Data collection - Social media data

Live feeds Historical bulk data

NLP (NLTK is a good option) Data preparation/ Mashup

M/R, PIG, Hive, Oozie, R, Sqoop

Classification/ Clustering (Mahout) Recommendation (Mahout)

Loopback/ Feed output to live applications

Analytical reporting and deep mining
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Our Recommended Approach

Collecting Twitter Feed (Streaming feed) using filter fire hose

Tweets for keywords

Based on brand, product, category, industry, product segment, special offers and marketing buzz words
Streaming API and HBASE based sink for high writes

Collect/create training data

Standalone Tweets for individual keywords

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Our Recommended Approach

Creating or classifying text data and demographics

Quantitative analytics

Ascertaining daily trend

General tweets v/s product-specific tweets Tweets targeted at competitors v/s own product

Location based trends (for available data sets)

Identifying and categorizing the output

Sentiment analysis of own product - Good, Neutral, Bad Use training data for classification - Mahout/NLTK Run trained models on Tweet data - Mahout/NLTK

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Our Recommended Approach

Mash up Analytics from RDBMS with Social media analytics

Using customer data to recommend new/related products

Preparing mock customer data for Social ID mapping

Running recommendations (item or user based) using Mahout

Analytical Reporting

Demonstrates drill down reports on data generated by Mahout

Reports over Hive/MySQL using a traditional Reporting product or framework

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iLaDaP Impetus Large Data Analytics Platform

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iLaDaP - Technology Stack

Scalable data store

Hadoop HDFS

Hbase

Connectors (In/Out)

Flume Sqoop

Messaging queue
ESB- Apache Camel

Analytics and ETL

Mahout for NL and text mining

Classification/ Clustering
Recommendation

Oozie for complex ETL and workflow JDBC/ODBC compliant Analytics tools Intellicus, Jasper etc.
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Case Study Financial Services

The Client

Leading financial services company

Key Challenge
Recommend products based on User profile/location Recommend alternate products based Social Media feedback

Impetus Solution

Proposed iLaDaP based solution

Sentiment Analysis using Nave Bayesian algorithm for classification/sentiment analysis Clustering using k-means algorithm of Mahout Apache Mahout based recommendation engine

Benefits Realised Better product recommendations

Case Study Online Retailer

The Client

Leading online product retailer Recommendation engine Cross product customer analysis Provide Big Picture across business units Proposed iLaDaP based solution Clustering using k-means algorithm of Mahout Apache Mahout based recommendation engine

Key Challenge

Impetus Solution

Benefits Realised
True centralized business overview across product and business lines

Summing up

Using Big Data technologies for Social Analytics needs a wellthought of strategy

Open source yields better results for social media data

Hadoop based Big Data Analytics is a scalable and cost effective option.

Selecting the right tools is the key to build a successful Social Analytics EDW using Big Data

Easy extension of the existing Data Warehouse and Analytics infrastructure is possible to leverage existing investments

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Impetus Technologies

We offer innovative product engineering and technology R&D services

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Questions

Please send in your questions using the chat panel

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Thank you
Mail us at inquiry@impetus.com or visit bigdata.impetus.com

@impetuscalling

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