Dr Edward McDonnell, director of the Centre for Applied Data Analytics (CeADAR) explores data analytics tools for analysing customer segments, clustering and social fingerprinting.

1. 06/05/2015
1
catalysing research
and enterprise
collaboration in the
data ecosystem
CeADAR: centre for applied data analytics
edward.mcdonnell@ucd.ie
introduction
themes
USP
ecosystem
delivering value

2. 06/05/2015
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CeADAR: Centre for Applied Data Analytics
CeADAR is a
market-focussed
technology centre
for innovation and
applied research
that accelerates the
development,
deployment and
adoption
of Data Analytics
technology
CeADAR’s market-defined themes
Visualisation &
Analytic Interfaces
• ‘Beyond the desktop’
• Ease of interaction
• Changing user
behaviour
• Passive analytics
Data Management for
Analytics
• Reduce data
management effort
for analytics
• Data validation
• Relevance of events
to relationships
• Data curation
(determining useful
data)
• Adaptive ETL
(Extract, Transform,
Load)
Advanced Analytics
• Causation challenge
• Live topic monitoring
• Social trending and
contextualisation
• Continuous analytics
• Social Identity
fingerprinting
Geared to delivering a laser focus on industry and business needs

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Governance model:
Industry Steering Board (ISB)
ISB is CeADAR’s
main governing
body
independent
industry
chairperson
6 industry
members
3 PIs
Platform research
projects must be
approved by ISB
Research projects
require ≥ 2 industry
member sponsors
ISB allocates
resource from core
funding for an initial
6 months
After 6 months:
• The project is concluded
or
• 3 month (max) extension
Our core-funded proposition
We develop analytics tools, techniques and technologies
for better decision making
• Applied R&D addressed to specific industry challenges
• Senior R&D staff (we don’t run PhD/MSc programmes)
• Approx. 20 demonstrators per year
• Demonstrator rapid-prototyping delivers in 6 months
• Demonstrators funded from CeADAR core funds
• Opportunities to trial existing CeADAR technologies
• Access to CeADAR IP
• Each project delivers:
 State-of-the-art review
 Technical specification
 A demonstrator
 Industry evaluated demonstrator performance

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Our non core-funded proposition
As well as the core-funded engagement model,
companies also engage with CeADAR in:
• Contract research
• Contract consultancy
• Enterprise Ireland instruments
• Horizon 2020 instruments:
– RIA
– IA
– SME Instrument
– FTI
www.ceadar.ie

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Customer Exploration Tool
A data analytics tool
to allow users,
without significant
data analytics
expertise, to explore
any customer
segments that they
have themselves
manually defined in
an ad-hoc manner,
e.g. for a mobile
phone operator, this
could be how many
women between the
ages of 16-20 use
their services?
Real time continuous analytics: clustering
 High-throughput scalable clustering for data streams
 Live data capabilities to advanced analytics tasks
 Solution processes > 3M entities/minute (50K/sec)
 Implemented on Apache Storm with commodity hardware
Applications:
 SPAM detection in networks
 fraudulent behaviour detection
 identifying emerging topics in
content streams
 detecting new user behaviour
and patterns

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Contact centre analytics
Text
stream
Issues
and
alerts
Automatic speech-to-text transcription Topic modelling
 Automatic topic and issue extraction over large volume
audio dialogue
 Alerting to new and trending topics and tracking of known
topics
 Applications
– contact centre data
– online video transcription data
– large-volume speech audio domains
Overview
Develops new techniques and
methods to identify users across
disparate social networks based on
both network-based metadata and
content-based features
Applications
• Social fingerprinting: identifying
individuals across different networks for
user validation, user profiling, fraud
prevention etc.
• Identification of domain expertise e.g.
for social recruitment or expertise
discovery
Social identity resolution & validation

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Nudge Along: changing user behaviours
Applications
This work benefits any company which
wishes to make sure that their
communications with customers
produce the required or expected
outcome. For example, the ability to
change user behaviour is of interest to
any company that wishes to see the
effects of a marketing campaign, or a
campaign to get staff to save energy in
their offices by switching off lights etc.
Overview
Measuring the success of any analytics-driven
project requires looking beyond the insights that
are produced to ways in which these insights are
communicated and delivered to ensure that
behavioural change takes place
Beyond the desktop
Voice-controlled access to KPIs

8. 06/05/2015
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Delivering value with CeADAR
Become a member
Propose new projects
Partner on projects
Evaluate demonstrators
Commission projects
Collaborate on H2020
edward.mcdonnell@ucd.ie
www.ceadar.ie