Social analytics Alok Kumar Jha IBM 2011_may27

© 2011 IBM Corporation

Social AnalyticsCreating relationship. Build advocacy. Improve loyalty

Alok Kumar JhaBI Solution ArchitectIndia Software Lab, SWGBangalore

More than Listening … Social Media Strategy

© 2011 IBM CorporationSlide 2

Social Media Analytics is a specific application of text analytics


Social Media Influence

78%of consumers trust peer

recommendationsSource: August 25, 2009, “The Broad Reach Of Social Technologies” Forrester report

770million people worldwide visited

a social networking site.Source: comScore, Social Networking Phenomenon


Key Questions…

How can we make more money, more cost effectively and quickly to drive social marketing ROI

How do we engage our customers and stakeholders to enhance our reputation and brand

How do we transform marketing to create more intimate and lasting relationships with our customers via social media and influence advocacy of our brand


Enhance Your Reputation

Understand your customer needs to target new offers and products more cost-effectively through different social media channels

Evaluate your corporate reputation and make evidence-based messaging decisions that target the right stakeholders at the right time

Improve your customer experience

Respond more quickly with accurate, timely and relevant insight into customer requests to ensure a consistent brand experience across all channels

Why Social Media Analytics?

Grow YourBusiness

Analytics that listen, measure and analyze social media performance to more effectively:


IBM Cognos Consumer Insight

Enables marketing professionals to be more precise, agile and responsive to customer demands and opinions expressed through social media by dynamically listening, measuring and analyzing large volumes of publicly available content on the Internet – the only solution to leverage a broader business analytics environment by seamlessly connecting sophisticated packaged reporting and analyses to Cognos BI.


How Does IBM Cognos Consumer Insight Work?

Process content based on relevance

to business

•Communicate insight broadly across the

business

•Automatically identify and tag relevant content

Analytics Platform

•Crawl

•InformationExtraction

•ComputeInfrastructure

•Admin User Interface

Web content

Multiple Languages

3rd Party Providers

InteractiveVisualization &

Analysis

•Database

•Semantic & Faceted

Search Index

Search-ledData

Exploration

Cognos Reports & Analytics

Integrated UI

Customers' use of content is subject to the terms and conditions of the respective third party data providers


Faceted SearchIndexes

Sentiments Concepts

Snippets

Hotwords

WorkFlow Definition

Star Schema Tables

Presentation Layer Data Layer

Analytics Layer

Cognos Consumer Insight Layers


Data Tier

Cognos Customer Insights (CCI) High Level Platform Architecture

Presentation Tier

Analysis Tier

Additional Capabilities:Cognos BI Reporting, IBM Mashup Center

IBM Hadoop MapReduce / IBM GPFS File System

IBM System T Search

Built-in Capabilities:Analysis UI, Administration UI

Crawler Flow Manager

Analysis DAS

Search IndexesDirectory Content Store

Data Loader Services

Star Schema Tables

Sentiments Brands

SnippetsHotwords

Uploader


Presentation Layer consists of components that provide:

• Reporting and Analysis• Exploration, Search and Discovery• CCI Administration

Presentation Layer


CCI Architecture: Presentation Tier

Presentation Tier

WAS Community Edition 2.1.1.4

Analysis WebApp Administratior WebApp

• Exploratory UI to discover consumer sentiment topics and trends• Administration UI to model, configure and schedule analysis jobs• Advanced presentation layer with mashups to combine information from multiple sources• Customizable set of IBM Cognos BI reports and dashboards with drill up / down capability

SLES Linux x86 64-bit 11.0

Cognos 10 Business Intelligence

IBM Mashup Center 3.0

Cognos 10 Mashup Services



Sentiments Concepts

Snippets

Hotwords

WorkFlow Definition

Star Schema Tables


Analytics Layer


Use Presentation layer (Admin UI) to submit analytics workflows to Analytics layer.


WorkFlow Definition

Analytics Layer consists of components that provide:

• Map/Reduce framework to manage multiple concurrent jobs• Text Analytics, Entity Extraction and Sentiment Analysis• Topics Discovery and Detection• Extraction and Transformations

Analytics Layer


CCI Architecture: Analysis Tier

Analysis Tier

IBM Hadoop / MapReduce


System T

LanguageWareUploader

JAQLFlow ManagerCrawler

Workflow Definitions

• Distributed processing for information analysis using IBM Hadoop MapReduce framework• Crawlers extract data from the web and load it into Hadoop• Mapper tasks run in parallel each processing portions of overall data• Reduce tasks aggregate mapper task data and feed into another chain of mapper or reduce tasks• System T applies Brand, Keyword, Sentiment and Named Entities detection rules• JAQL used as scripting language to abstract Hadoop processing

SPSS Modeler 19SPSS Text Analytics




Sentiments Concepts

Snippets

Hotwords

WorkFlow Definition

Star Schema Tables


Analytics Layer


Analytics layer computes results and supplies data to the Data layer.



Star Schema Tables

Sentiments Brands

Snippets

Hotwords

Data Layer consists of components that provide:

• ETL of analysis results from Analytics layer• Star schema fact and dimension tables• Facetted search indexes and correlation computations• Report Model for drill-up, drill-down, drill-thru definitions

Data Layer



Sentiments Concepts

Snippets

Hotwords

WorkFlow Definition

Star Schema Tables


Analytics Layer


Data layer provides formatted data for Presentation layer to render into UIs.


CCI Architecture: Data Tier

Data Tier

DB2 Workgroup Server 9.7Sentiments Brands

SnippetsHotwords

Star Schema

Admin Schema

Cognos Content Store


Analysis DASData Access Services WebApp

ILEL

IBM Lucene Indexing

Staging Area Data Loader Services

• Services to store, index and access information collected during analysis• Services to compute statistics and affinity measures• Configuration repository for CCI workspaces• Analysis DAS retrieves and caches faceted search results and aggregations from Lucene indexes• Analysis DAS builds topic vs. date JSON records used by Analysis UI to render topic rivers• Cognos BI Server and SPSS consume data from the star schema tables

DirectoryOpenLDAP 2-2.4.12-7.19.1



Putting it all together – End-to-End Process

Lucene Index

DB2

BoardReader

•Sentiment Analysis

•Entity Detection•Topic Detection

boards

blogs

…

1 Collect

Crawler

news

2 Analyze

JAQL - System T

3 Deliver

…

Uploader

•Adhoc jobs usuallly used during implementation •Scheduled jobs (daily, weekly, monthly) used in once queries are defined


Questions?

???


© Copyright IBM Corporation 2008 All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS w ithout w arranty of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherw ise related to, these materials. Nothing contained in these materials is intended to, nor shall have the effect of, creating any w arranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM softw are. References in these materials to IBM products, programs, or services do not imply that they w ill be available in all countries in w hich IBM operates. Product release dates and/or capabilities referenced in these materials may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any w ay. IBM, the IBM logo, Cognos, the Cognos logo, and other IBM products and services are trademarks of the International Business Machines Corporation, in the United States, other countries or both. Other company, product, or service names may be trademarks or service marks of others.


• Use IBM Cognos 8 BI reports to perform more advanced reporting and obtain a summary view of your data

• CCI includes four pre-defined reports found in tabbed portal pages: Coverage, Hotword, Analysis, Influencers and Sentiment

• Drill from the report to exploratory analysis portal drill to the text of the snippets

IBM Cognos BI Reports


Coverage


Hotword


Influencers


Sentiment

Technology

Social analytics Alok Kumar Jha IBM 2011_may27