1. The Power of Mobile and Social Data
Ravi Shankar
Sr. Director, MDM Product Marketing, Informatica
Mingsheng Hong
Field CTO – HP Vertica
1 1
Agenda
• Megatrends
• Sentiment Analysis
• The Power of Social Data
• The Power of Mobile Data
• Q&A
Twitter: use #INFATJ or #AskINFA
Webex: Q&A in Console
2
1

2. Secular Technology Megatrends
IT is changing
FUTURE
Cloud Interactions Mobile
PAST
On-Premise Transactions Desktops
WHERE WHAT HOW
3
Data Integration
Data is changing
FUTURE
Cloud Interactions Mobile
PAST
On-Premise Transactions Desktops
WHERE WHAT HOW
4
2

3. The Growing Challenge: “BIG DATA”
Expanding the Frontiers of Data Integration
Social Data
“Interactional”
Relational Data
“Transactional”
Source: An IDC White Paper - sponsored by EMC. As the Economy Contracts, the Digital Universe Expands.
5
Sentiment Analysis – What and Why
• Automatic opinion sentiment extraction
• Use cases
– Social media marketing
– Revenue prediction
– Financial trading
6 HP Confidential
3

4. Status Quo
• In-memory processing + batch oriented aggregation
• Rudimentary NLP techniques
• Consequences
– Noisy output
– Long latency
After Iron Man, I was disappointed by the lack of
– Limited scalability superhero action in Iron Lady.
7 HP Confidential
8 HP Confidential
4

5. Real-Time Sentiment Analysis Solution
9 HP Confidential
Solution Architecture
SA
Engine
SA
Engine
SA
Engine
Twitter
Adapter
Twitter
Adapter
Twitter
Adapter
10 HP Confidential
5

6. Word Frequency and Tag Cloud
11 HP Confidential
Finding Key Influencers
K-Core: A sub-community
where each member has at
least K connections
Power of influencers
Challenging to analyze a
90M node, 405M edge
graph
12 HP Confidential
6

7. The Power of Social Data
Social 1. Challenges in Exploiting Social Data
2. Using Data Integration and Data
Management to Harness Social
Data
3. Demo – Harnessing Social Data
4. Reference Architecture for
Integrating Social Data
Informatica Company Confidential – Do Not Distribute 13
Social Media Landscape
1 2 3+
3 4
Presence Listen Analyze Engage
Sentiment Analysis Relationship Analysis
What are people saying about Who knows who and how strong
Buzz the company/product? a relationship?
What are people saying about Who do we do business with and
the competition? who is points of contact?
How effective are my What is the sphere of influence
campaigns? for this individual?
What’s the total exposure for any
one client?
Resolution
Who are the people involved in Contextual Conversation
Interactions the conversation?
Discover the good prospects
Content
Entities How are they related? based on their SM profiles.
Content Relationships Resolve issues raised in the SM
Context & forums.
Decisions
Is the customer that we are
serving at the store a SM VIP?
14
7

8. The Power of Social Data
Social 1. Challenges in Exploiting Social Data
2. Using Data Integration and
Management to Harness Social
Data
3. Demo – Harnessing Social Data
4. Reference Architecture for
Integrating Social Data
Informatica Company Confidential – Do Not Distribute 15
1. Challenges in Exploiting Social Data
Top Business Challenges Related To Social Media In Retail
Top Winners Winners Others
There is already a lot of social media dialog about 42%
27%
us that we are not part of 23%
42%
We are being judged by our online/social presence 47%
27%
42%
A website is no longer enough 43%
62%
42%
We’re missing out on customer sentiment 37%
27%
The effectiveness of traditional marketing channels 42%
37%
is diminishing 35%
We find out too late when we’ve made a mistake 25%
20%
with product, price, etc 8%
Our offer is being commoditized/We need to find 25%
37%
new ways to add value 38%
17%
Competition is beating us to it 17%
27%
Customers know more about our value proposition 17%
17%
than our employees do 0%
8%
Customer loyalty is difficult to maintain 17%
31%
16
Source: RSR Research, May 2011
16
8

9. 1. Challenges in Exploiting Social Data
Top Opportunities To Overcome Challenges
Top Winners Winners Others
More directed and intimate conversations with 89%
60%
customers through social media engagement 42%
Identifying customer needs helps us develop new 89%
68%
approaches to them 54%
Providing more ways for consumers to connect with 80%
50%
each other through our brand 35%
80%
Getting consumers to engage more with us online 65%
46%
The effectiveness of our product marketing and 80%
62%
services is more important than ever 58%
Better insight into demand through customer sentiment 78%
56%
analysis 35%
78%
Social media provides a new medium to bolster sales 68%
38%
Getting feedback from social channels is a new demand 78%
52%
signal 50%
70%
We want to influence shopper decisions 65%
58%
70%
We’d like to be seen as an authority 54%
50%
17
Source: RSR Research, May 2011
17
1. Challenges in Exploiting Social Data
Please identify the top three (3) organizational inhibitors standing in the
way of taking advantage of these opportunities:
ROI is hard to quantify 57%
We don't have enough eCommerce/Social Networking
43%
resources to manage all the available opportunities
We don’t know how to turn data gained from Social Media
36%
into actionable business intelligence
We don’t yet know how to integrate Social Media with
28%
current CRM/loyalty and merchandising systems
Budgeting - there is little capital investment available 28%
The business doesn't understand the mobile, social, or
25%
cross-channel opportunities
The existing technology infrastructure is preventing us
23%
from moving forward
The marketing organization does not understand the
21%
digital strategies we need to support eCommerce/Social…
Stores are a higher technology investment priority 17%
Difficulty getting IT resources for eCommerce/Social
11%
Networking projects
We are wary of investing in a channel that relies
8%
exclusively on other companies, like Facebook and Twitter
18
Source: RSR Research, May 2011
18
9

10. The Power of Social Data
Social 1. Challenges in Exploiting Social Data
2. Using Data Integration and Data
Management to Harness Social
Data
3. Demo – Harnessing Social Data
4. Reference Architecture for
Integrating Social Data
Informatica Company Confidential – Do Not Distribute 19
Master Data Management
On Premise Operational
Applications
Master Data Management
Legacy
Systems
Legacy
Third Party Systems
Data
Analytical
Portal/
Dashboard
Data Marts
Cloud
Business
Data Intelligence
Warehouse
Informatica Company Confidential – Do Not Distribute 20
10

11. Single Customer View
Trusted, Single View of Customer Profile
Helen Jane Liman
Helen Q. Liman Helen Jane Liman
Home Contact Info:
1385 Greenwich St Jones Consulting
1385 Greenwich St
San Francisco, CA 275 Battery Street
San Francisco, CA 94109
94109 San Francisco, CA
Work Contact Info:
Jones Consulting
275 Battery Street San
Francisco, CA 94111
eCommerce Legacy
Hellen Liman Helen O. Linman
1385 Greenwich St 1385 Greenwich Ave
San Francisco, CA Informatica MDM San Francisco, CA
94109 94109
Master Data
Management
Finance Loyalty
21
Reconciling Social Identity
The Next Step in Identity Resolution
Enterprise Apps
Third Party Data Social Media
Cloud Apps
Informatica Company Confidential – Do Not Distribute 22
11

12. 1. Reconcile Corporate Identity with
Social Identity
Helen’s Social Identity
Helen’s Corporate Identity
Informatica Company Confidential – Do Not Distribute 23
2. Enrich Corporate Profile with Social
Profile
• Deeper understanding
of customer likes and
dislikes
Informatica Company Confidential – Do Not Distribute 24
12

13. 2. Enrich Corporate Profile with Social
Profile
• Deeper understanding
of customer likes and
dislikes
• View social graph;
understand network of
influence
Informatica Company Confidential – Do Not Distribute 25
2. Enrich Corporate Profile with Social
Profile
• Deeper understanding
of customer likes and
dislikes
• View social graph;
understand network of
influence
• Track social
interactions about
product and company
Informatica Company Confidential – Do Not Distribute 26
13

14. 3. Power Social eCommerce
Informatica Company Confidential – Do Not Distribute 27
The Power of Social Data
Social 1. Challenges in Exploiting Social Data
2. Using Data Integration and Data
Management to Harness Social
Data
3. Demo – Harnessing Social Data
4. Reference Architecture for
Integrating Social Data
Informatica Company Confidential – Do Not Distribute 28
14

15. The Power of Social Data
Social 1. Challenges in Exploiting Social Data
2. Using Data Integration and Data
Management to Harness Social
Data
3. Demo – Harnessing Social Data
4. Reference Architecture for
Integrating Social Data
Informatica Company Confidential – Do Not Distribute 29
Reference Architecture for Integrating
Social Data
• OAuth Action • Partner Solution Existing web
• Permissions Grant Facebook • Pre-existing Solution service offered
App OOTB for INFA
MDM MDE.
MDM
Custom
SIF
Application
• INFA Solution
• Partner Solution
Identity and
Relationship Data
Match (IR)
• User grants permission to read name, gender and
email address data from Facebook to Facebook
App.
• Facebook App passes data to Custom Application.
• Custom Application invokes SIF calls to identify Master Record
and reconcile match. Passes in user identity data
(ID, various profile attributes) and relationship data
(friends). Ideally a solution built using components
of the Informatica stack.
30
15

16. Reference Architecture for Integrating
Social Data
PowerExchange for Data Quality
Tweets
Twitter
Extract the entities and
• Pull content from Twitter find relationships
based on a set of Twitter mentioned in the tweets.
Handles.
Twitter Master Entity Data
SM Jobs Handles Relationship Data Tweet Content
Extracted Entities
• Products
• Product Hierarchies and Relationships
Twitter
Polling Job
MDM
• Customers
• Products
Twitter Match (IR)
Handles
Matched
Only if Twitter Handles
Master Record DW
Master Record Identities
are available.
31
The Power of Mobile Data
Mobile 1. Using Data Management to
Harness Mobile Data
2. Demo – Harnessing Mobile Data
Informatica Company Confidential – Do Not Distribute 32
16

17. Mobile MDM for iPad & iPhone
• Enable the Mobile workforce
• See location-based view of the customer
• View customer Transaction and Social Data
• Configurable
• Role based access control
• Simple search
• Proximity based search
• Integrated Cleanse functions
• Hierarchy visualization
• Create, Edit and View Master
Data
• Social feeds
• Transaction data
Informatica Company Confidential – Do Not Distribute 33
The Power of Mobile Data
Mobile 1. Using Data Management to
Harness Mobile Data
2. Demo – Harnessing Mobile Data
Informatica Company Confidential – Do Not Distribute 34
17

18. Next Steps
Download MDM Demo For future webinars, demos,
videos, whitepapers
Integrate Social Media www.informatica.com/bigdata
Into Your Apps www.informatica.com/mdm
www.vertica.com
Join the conversation
LinkedIn Groups:
• Informatica MDM
• Big Data Integration
• Vertica Community
35
18