Transforming KNIME Consumer Data into Actionable Insights
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Check out MMI Agency’s framework for properly transforming consumer data into actionable insights. Presented by Benjamin Spiegel at the KNIME Spring Summit 2016 in Berlin. In today’s world, the social media landscape is constantly changing as new platforms, features and tools have become the daily challenge for seasoned marketers. To win the social leadership race, brands must use APIs to create unique differentiators that are customizable to their own needs. This unique tool removes the competition and creates real-time insights for the brand.
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Transforming KNIME Consumer Data into Actionable Insights
- 1. Transforming Consumer Data into Actionable Insights Feb. 24, 2016 Benjamin Spiegel
- 3. MMI is a data-driven agency mpowering conversations between brands and consumers.
- 4. what we do
- 5. for 29 years, MMI has been creating experiences for our clients
- 6. 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.
- 7. our approach
- 8. @nxfxcom
- 9. why KNIME?
- 10. 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 PM Keyword = “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
- 11. @nxfxcom
- 12. @nxfxcom
- 15. real-time events — Shell Houston Open • Real-time content • Simultaneous activities • Multiple real-time platforms • PR, social, analytics, radio, TV, and physical activation
- 16. experiential social — ”Until 20” @nxfxcom • Flexible demands (line length) • Multiple competitors — film festival • Location-based media support • POS integration/bidding
- 17. digital launch — Boogie Wipes • Multiplatform launch • Dynamic paid support • Minute-by-minute cross-platform tracking • Real-time content creation • CRM Integration
- 18. e-commerce — Kandoo @nxfxcom • Ratings and reviews • Paid media • Specialized algorithms • Inventory management • Counterfeiting
- 19. the requirements
- 21. 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
- 22. modeling @nxfxcom Leverage: • Machine learning • Predictive • Linguistic • Regression • Clustering • Sentiment • Behavioral Insights to Action Acquisition Modeling Visualization Management
- 23. visualization @nxfxcom Enable: • Visual storytelling • Simplification with pictures • Easy discovery • Insights creation • Reporting • Dashboards • Scorecards Insights to Action Acquisition Modeling Visualization Management
- 24. 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
- 25. activation @nxfxcom We can: • Real-time communications • Individual media optimization • One-on-one tracking • Cross-platform activation • AI-driven content • Instantaneous measurement Insights to Action Acquisition Modeling Visualization Management
- 26. social media
- 27. last year — #SocialPro in Las Vegas @nxfxcom
- 28. “Social network ad spending to hit $35.98 billion worldwide in 2017.”
- 31. @nxfxcom#SocialPro #24A I hate tools!
- 32. why • Cross-platform integration • Granularity • Al • Cost • Data ownership • Facebook = Facebook • Reporting • Real-time insights BS
- 33. @nxfxcom social tools cost up to $100k/brand/month
- 34. our only tool: KNIME
- 35. 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
- 36. our setup
- 37. contributions
- 39. keyword density
- 46. @nxfxcom Moz link and URL metrics
- 47. @nxfxcom Moz link and URL metrics
- 50. Twitter trends
- 51. Twitter trends
- 52. CSS validator
- 53. CSS validator
- 54. HTML validator
- 55. HTML validator
- 58. what’s next?
- 59. Facebook API
- 60. things we do now
- 61. CRM data
- 64. operations
- 65. operations
- 66. streaming data
- 67. motion data
- 68. checkin data
- 69. Thank you Benjamin Spiegel CEO, MMI Agency Benjamin.Spiegel@mmiagency.com
Notes de l'éditeur
- Freddy