The document describes how Ad.ly, a marketing company, integrated linked data from Freebase to power their celebrity marketing platform. They matched their celebrity profiles to entities in Freebase to enrich the profiles with additional data. They built tools to reconcile new celebrities through expert matching. This allowed them to build business intelligence features like filtering profiles and augmenting displays. They also discussed processes for feedback and maintenance to continuously improve their data.
2. A SEEMINGLY SIMPLE PROCESS
• We match brands with
celebrities that reach their
target audiences on Twitter.
• We write endorsement copy that
is authentic to the celeb and will
resonate with followers.
• Through OAuth to celeb’s
Twitter accounts, we distribute
approved endorsements.
• We count the conversations the
campaign inspires, plus clicks-
though, retweets, etc.
Mandy Moore
2.3 Million Twitter Followers
3. WHY CELEBRITIES?
• Top Celebrities can get
15,000 clicks per tweet.
• The NYT and WSJ average
about 400.
• Celebrities cut through the
noise.
Kim Kardashian
7.2 Million Twitter Followers
5. BBC AMERICA’S TOP GEAR
We count the Clicks
We count the Retweets
We count the Conversations
6. AUTHENTIC CONVERSATIONS
BBC campaign encouraged people to share stories of their first car. The hashtag #myfirstcar was
distributed by celebrities who seeded the conversation with stories of their first vehicle.
Success Metric: created over 15,000 responses for #myfirstcar, highest-rated show in Top Gear history
#myfirstcar
#myfirstcar
#myfirstcar
8. TOYOTA SIENNA – SWAGGER WAGON
We count the Clicks
2.8 MM
Views We count the Video Views
We count the Retweets
9. DEVELOPING A UNIQUE EXPERTISE:
Ad.ly CONNECTS BRANDS WITH
CONSUMERS VIA TOP CELEBS
• 1,000 of the top celebrities,
artists and athletes on Twitter.
• 24,000 successful celebrity
endorsements in 18 mos.
• 150 Brands: NBC, Sony, Best
Buy, Old Navy, Microsoft, etc.
Cristiano Ronaldo
2.5 Million Twitter Followers
10. DEVELOPING A UNIQUE EXPERTISE:
Ad.ly CONNECTS BRANDS WITH
CONSUMERS VIA TOP CELEBS
• 1,000 of the top celebrities,
artists and athletes on Twitter.
• 24,000 successful celebrity
endorsements in 18 mos.
• 150 Brands: NBC, Sony, Best
Buy, Old Navy, Microsoft, etc.
• 100K Prospects: accounts on
Twitter over 10K followers
Cristiano Ronaldo
2.5 Million Twitter Followers
11. CHALLENGE: CODIFY OUR TRIBAL
KNOWLEDGE
120000
100000
#
Celebs
80000
60000
40000
20000
0
Jan-‐10
Jun-‐10
Nov-‐10
Apr-‐11
Sep-‐11
Feb-‐12
• Needed to get our arms around
celebrity data & make it actionable.
• Must integrate with all aspects of the
business from pre-to-post-
campaign.
Paul Pierce
1.8 Million Followers
13. My Profile
Studied at Maryland
Did a project @ MINDSWAP with Prof. Jim Hendler
on early SPARQL implementation
Did the IBM Extreme Blue Internship Program
working on OLAP
Went to Google / YouTube – not much culture of
SemTech
Never deployed semantic technologies until…
Disclaimer:
I
was
a
skep0c
Ad.ly:
• Had a pressing business need
• Had limited resources
• Had limited funds
14. FREEBASE SATIATED MY SKEPTIC
http://www.freebase.com/view/en/kim_kardashian
/en/kim_kardashian
15. WHY LINKED DATA IS WORKING
Tera-sized datasets are now available for real world
concepts. Celebrities are well-annotated.
Lots of industry interest:
• Google buys Freebase, dataset grows
• Linked Data explodes
• Facebook’s OpenGraph embeds RDFa
everywhere
• Facebook’s Graph API brings graph datasets to
the masses w/ REST+JSON
Great data & technology licensing terms for
business.
• Freebase Acre is a great way to prototype
This just wasn’t true 6 years ago.
16. How: 5 steps to integrating linked
data
1
UNDERSTAND WHAT YOUR “THINGS” ARE
2
CHOOSE A LINKED DATASET
3
RECONCILE YOUR THINGS
4
BUILD BUSINESS INTELLIGENCE
5
FEEDBACK & MAINTENANCE
17. ADLY DATA MODEL
Adver@ser*
Endorsement*
Celebrity*
150 Total 24K Total 1K Total
Expected 10K in 6 months
Prospect 100K inside of a year
*All entities have performance & analytics data
18. ADLY CELEBRITY
Snoop
Dogg
(Celebrity)
Avatar:
aaa
Followers:
3.3M
Gender:
54.3%
Male,
45.7%
Female
hHp://twiHer.com/
snoopdogg
Top
Ci@es:
LA,
NYC,
Chicago,
Atlanta,
DC
Top
Countries:
USA,
India,
Philippines
Avg
RTs
per
Ad:
21
Fans:
8.9M
hHp://facebook.com/
snoopdogg
…
19. How: 5 steps to integrating linked
data
1
UNDERSTAND WHAT YOUR “THINGS” ARE
2
CHOOSE A LINKED DATASET
3
RECONCILE YOUR THINGS
4
BUILD BUSINESS INTELLIGENCE
5
FEEDBACK & MAINTENANCE
20. CHOOSING WHAT TO LINK TO
Linking Open Data cloud diagram, by Richard Cyganiak and Anja Jentzsch. http://lod-cloud.net/
22. How: 5 steps to integrating linked
data
1
UNDERSTAND WHAT YOUR “THINGS” ARE
2
CHOOSE A LINKED DATASET
3
RECONCILE YOUR THINGS
4
BUILD BUSINESS INTELLIGENCE
5
FEEDBACK & MAINTENANCE
23. ADLY CELEBRITY
Snoop
Dogg
Avatar:
aaa
Followers:
3.3M
Gender:
54.3%
Male,
45.7%
Female
hHp://twiHer.com/
snoopdogg
Top
Ci@es:
LA,
NYC,
Chicago,
Atlanta,
DC
Top
Countries:
USA,
India,
Philippines
Avg
RTs
per
Ad:
21
Fans:
8.9M
hHp://facebook.com/
snoopdogg
…
24. ADLY CELEBRITY WITH FREEBASE
hHp://freebase.com/ Image:
aaa
Snoop
Dogg
en/snoop_dogg
Aliases:
Calvin
Cordozar
Broadus,
Jr.
Professions:
Rapper,
Avatar:
aaa
Musician,
Actor
Date
of
Birth:
Followers:
3.3M
10-‐20-‐1971
Gender:
54.3%
Male,
Gender:
Male
45.7%
Female
hHp://twiHer.com/
Marital
Status:
snoopdogg
Top
Ci@es:
LA,
NYC,
Married
Chicago,
Atlanta,
DC
Top
Countries:
USA,
India,
Philippines
Avg
RTs
per
Ad:
21
Fans:
8.9M
hHp://facebook.com/
snoopdogg
…
25. RECONCILING WITH FREEBASE
New
New
Celebrity
Judgement
s@ll
2x Confirmation Freebase
ID
enters
queue
out
Matched!
Skip
• As new Celebrities come into our system, they are added to the “Match
Queue”
• When 2 experts agree on a match, the Celebrity is “reconciled” with the
freebase entity
30. ADLY DATA WITH FREEBASE
hHp://freebase.com/ Image:
aaa
Snoop
Dogg
en/snoop_dogg
Aliases:
Calvin
Cordozar
Broadus,
Jr.
Professions:
Rapper,
Avatar:
aaa
Musician,
Actor
Date
of
Birth:
Followers:
3.3M
10-‐20-‐1971
Gender:
54.3%
Male,
Gender:
Male
45.7%
Female
hHp://twiHer.com/
Marital
Status:
snoopdogg
Top
Ci@es:
LA,
NYC,
Married
Chicago,
Atlanta,
DC
Top
Countries:
USA,
India,
Philippines
Avg
RTs
per
Ad:
21
Fans:
8.9M
hHp://facebook.com/
snoopdogg
…
31. FREEBASE RELATIONAL MAPPING
• Special shout out to author Jeff Schenck
• Also could be called FreebaseAlchemy
• RDFAlchemy already exists!
34. How: 5 steps to integrating linked
data
1
UNDERSTAND WHAT YOUR “THINGS” ARE
2
CHOOSE A LINKED DATASET
3
RECONCILE YOUR THINGS
4
BUILD BUSINESS INTELLIGENCE
5
FEEDBACK & MAINTENANCE
37. PLAYING WITH SEMANTIC DATA
WHAT YOU CAN DO TOOLS I’D USE TO DO IT
• Provide context on reconciled
entities
• Filter on Properties
– We do this in our Celeb Finder
• Machine learning on Properties
– Add into clustering as signal
Cwm
• Reasoning
– Need to serialize internal facts
into RDF & create Ontology
– Query a SPARQL endpoint
38. How: 5 steps to integrating linked
data
1
UNDERSTAND WHAT YOUR “THINGS” ARE
2
CHOOSE A LINKED DATASET
3
RECONCILE YOUR THINGS
4
BUILD BUSINESS INTELLIGENCE
5
FEEDBACK & MAINTENANCE
39. FEEDBACK & MAINTENANCE
Negative
Feedback
In Out
Tell
us
what’s
Op-Amp Abstraction b0rked!
41. Summary
• You don’t need a cross PhD in Computer Science and
Philosophy to use SemTech today for visual
augmentation and business model properties
• Linking datasets benefit from human intervention, but
tools like the Reconciliation Queue makes this task
easier & scalable
• This 5 step process sets you up to do long term
advanced Semantic Analysis with Reasoning, Machine
Learning, and so much more
42. THANK YOU!
Chris Testa
testa@adly.com
@crstesa
50 Cent
5.4 Million Twitter Followers