Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Big data in 140 characters by Joe Rice

529 vues

Publié le

https://www.bigdataspain.org/2016/program/fri-big-data-140-characters.html

https://www.youtube.com/edit?video_id=yNvwRYTl-Dw&video_referrer=watch

Publié dans : Technologie
  • Soyez le premier à commenter

Big data in 140 characters by Joe Rice

  1. 1. What’s happening in the World@josephlrice
 November 18, 2016
  2. 2. What’s possible when you know what the whole world is thinking about any topic at any time? 2
  3. 3. Twitter Data has unlimited value and near limitless application
  4. 4. What’s possible when you know what the whole world is thinking about any topic at any time?
  5. 5. TREND ANALYSIS Tracking conversations using Twitter data as a leading indicator of long term and breaking trends 6 C O N F I D E N T I A L
  6. 6. C O N F I D E N T I A L RISE OF HEALTHY FOOD CONVERSATION Conversation about health food was on the rise in 2012-2014. 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 Jan (2012) Jun (2012) Nov (2012) Apr (2013) Sep (2013) Feb (2014) Jul (2014) Dec (2014) Healthy Food Junk Food Measure Tweets/Month 7
  7. 7. C O N F I D E N T I A L Oct 27 (2014) Jan 31 (2012) Aug 18 (2012) Mar 6 (2013) Sep 22 (2013) Apr 10 (2014) PALEO TREND TAKES THE LEAD IN 2015 Dairy Gluten Paleo Measure Tweets/Day 0 2,000 4,000 6,000 8,000 10,000 12,000 Conversation about Paleo became dominant in early 2015 8
  8. 8. EVENT DETECTION Spikes in volume due to a specific external stimulus
  9. 9. MORE FOCUS FOR YOUR FOCUS GROUP Supplement and inform primary research Engage under represented groups 10 C O N F I D E N T I A L
  10. 10. DELIVER BETTER CUSTOMER SERVICE Resolve questions faster and cheaper and increase revenue potential
  11. 11. 22%of Twitter users with purchase intent who Tweet at brands receive a response Millward Brown —Twitter Vertical Profile, 2014; percentages of consumers with intent t across tech, travel, telco, automotive, financial services, CPG, retail
  12. 12. Twitter amplifies voices including your great service 3.7x American Express — 2011; Twitter Internal — 2015 5.8x 8.1x
  13. 13. In customer service inquiries on Twitter (and that’s a conservative estimate) 91%year over year growth Online shoppers use social media for customer service every month 52.7Million and Twitter’s role continues to grow Social customer care is too big to ignore UPS, ComScore, eTailing Group via eMarketer —"Pulse of the Online Shopper” June 2015 Crimson Hexagon — based on a sample of 2,200 dedicated brand customer service Twitter handles from Q1 2015 to Q1 2016
  14. 14. $1.75 $3.50 $5.25 $7.00 Phone Email Social $1.00 $3.75 $6.00 McKinsey and Company via Forbes — “Social Care in the World of ‘Now,’” July 2015 Social care is cheaper Average cost of a customer service interaction via channel
  15. 15. Responding to a resolvable issue through Twitter boosts willingness to spend 3% to 20% over an average priced item Applied Marketing Science for Twitter — Replying to Tweets creates revenue potential Aggregated Customer Service Study, January - July 2016, values represent calculated price elasticity compared to people who didn’t receive customer service on Twitter $8.98 or 3%increase in revenue potential per transaction For airlines $2.84 or 20%increase in revenue potential per transaction For national pizza delivery brands $8.35 or 10%increase in revenue potential per transaction For telco companies
  16. 16. ENTERPRISE CUSTOMER SERVICE MARKETING INVENTORY MANAGEMENT OPERATIONS PRODUCT DEVELOPMENT SALES RISK CORPORATE STRATEGY 17
  17. 17. A single Tweet can contain over 150 pieces of information User Name User ID Follower #s Location Tweet ID Verified Date & Time Generator URLs Tweet Text Account Desc Timezone Language Lists Media Retweet Quote Tweet Reply Tweet Provider Klout Score …more! 140 CHARACTERS + DATA 18
  18. 18. 19 {      "id":  "tag:search.twitter.com, 2005:403224522679009280",      "objectType":  "activity",      "actor":  {          "objectType":  "person",          "id":  "id:twitter.com:1855784545",          "link":  "http://www.twitter.com/ LandenEhlers",          "displayName":  "Landen  Ehlers",          "postedTime":   "2013-­‐09-­‐11T23:52:03.000Z",          "image":  "https://pbs.twimg.com/ profile_images/378800000646150423/ 83090ccb95a60def923c674e7bd002a0_normal. jpeg",          "summary":  "Senior  Construction   Science  student  at  Texas  A&M  University.   Barefoot  Waterskiing  National  Champion.   Vice  President  of  the  Texas  A&M  Waterski   Team.",          "links":  [              {                  "href":  null,                  "rel":  "me"              }          ],          "friendsCount":  65,   A single Tweet can contain over 150 pieces of information User Name User ID Follower #s Location Tweet ID Verified Date & Time Generator URLs Tweet Text Account Desc Timezone Language Lists Media Retweet Quote Tweet Reply Tweet Provider Klout Score …more! 140 CHARACTERS + DATA
  19. 19.  "generator":  {          "displayName":  "Twitter  for  Android",          "link":  "http://twitter.com/download/android"      },      "geo":  {          "type":  "Point",          "coordinates":  [              30.622496,              -­‐96.3283527          ] Application + Point Geo
  20. 20. TWITTER DATA SOLUTIONS HISTORICAL REALTIME INSIGHTS REALTIME HISTORICAL INSIGHTS Every public Tweet, as it is created Understand what’s happening Any public Tweet, back to 2006 Understand what already happened Audience and Tweet Performance Data Understand your audiences and organic content 22
  21. 21. 23 Twitter Data Analytics Providers or “Ecosystem” Brands & Agencies Acting on Insights from Twitter Data Providing Analysis from Twitter Data Creating Social Media Content DATA POWERS THE ECOSYSTEM Some brands
  22. 22. Twitter is a platform that shows sides and doesn’t take sides.

×