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Big Data Technologies for Social Media Analytics- Impetus Webinar
- 1. Impetus Technologies Inc.
Big Data Technologies for Social
© 2014 1 Impetus Technologies
Media Analytics
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=4
8
- 2. Outline
• Social Media Analytics- Need and Benefits
• Effective convergence of disparate data sources
• Big Data technologies to enable Social Analytics
• Our recommended approach
• Industry relevant use cases
© 2014 2 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=48
- 3. Social Analytics
Recommendation
Engine
© 2014 3 Impetus Technologies
Reports and
Statistics
Data visualization Sentiment Analysis
via Interactive
Interface
Social Media Sources
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=48
- 4. Business Intelligence & Product Research
Customer Analysis
Identifies users from different geographies,
locations
Tracks users activities to determine usage
patterns
Feature Analysis
Track the usage of various social features
Product Growth Analysis
Track customer feedback on products
Target the right customers
Recommendation Engine
Related products and customers
Third Party Data Analysis
Analysis of customers on third party sites
© 2014 4 Impetus Technologies
Social Analytics provides smarter
ways of data tracking, powerful
analytics and metrics for informed
decision making
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=48
- 5. How it Helps?
Outcome Based Approach
• Customer retention
• Brand building and recall (harvests/ address sentiment)
• Simplifies customer service
• Reduces operational cost
• Builds up the customer base
• Understands customer’s opinions and addresses their
needs
• Competition benchmarking
• Proactive on demographic changes
© 2014 5 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=48
- 6. Convergence of Data Sources
Data Sources
© 2014 6 Impetus Technologies
Website Traffic Analysis
(On-site web analytics)
Internal CSR Logs, Customer
Queries
Automated Agent discussions
Complaints and Resolutions
Employee Insights
External Data Sources
(Off-site web analytics)
Industry Reports
Market Research
Social Media
Social Media Analytics
Social Media Analytics effectively converges on-site, social media and third party data
to extract useful information
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=48
- 7. Technical Tenets of Social Media Analytics
Data Sources
© 2014 7 Impetus Technologies
Website Traffic Analysis
(On-site web analytics)
Internal CSR Logs, Customer
Queries
Automated Agent discussions
Complaints and Resolutions
Employee Insights
External Data Sources
(Off-site web analytics)
Industry Reports
Market Research
Social Media
Social Media Analytics
Clustering Classification Sequential classification
Entity extraction Event extraction Communication graph
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=48
- 8. Why Big Data for Social Analytics?
• Large data volumes in the order TBs and PBs
• Complex unstructured data from social sources
• Deeper insights into customers and trends
• Storing images, videos
• The bottom-line - $/TB
© 2014 8 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=48
- 9. Our Recommended Approach
Technologies
• Data collection - Social media data
– Live feeds
– Historical bulk data
• NLP (NLTK is a good option)
• Data preparation/ Mashup
– M/R, PIG, Hive, Oozie, R, Sqoop
• Classification/ Clustering (Mahout)
• Recommendation (Mahout)
• Loopback/ Feed output to live applications
• Analytical reporting and deep mining
© 2014 9 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=48
- 10. Our Recommended Approach
• Collecting Twitter Feed (Streaming feed) using filter fire
hose
– Tweets for keywords
– Based on brand, product, category, industry, product
segment, special offers and marketing buzz words
– Streaming API and HBASE based sink for high writes
• Collect/create training data
– Standalone Tweets for individual keywords
© 2014 10 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=48
- 11. Our Recommended Approach
• Creating or classifying text data and demographics
• Quantitative analytics
• Ascertaining daily trend
• General tweets v/s product-specific tweets
• Tweets targeted at competitors v/s own product
• Location based trends (for available data sets)
• Identifying and categorizing the output
• Sentiment analysis of own product - Good, Neutral,
Bad
• Use training data for classification - Mahout/NLTK
• Run trained models on Tweet data - Mahout/NLTK
© 2014 11 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=48
- 12. Our Recommended Approach
• Mash up Analytics from RDBMS with Social media
analytics
• Using customer data to recommend new/related
products
• Preparing mock customer data for Social ID mapping
• Running recommendations (item or user based) using
Mahout
• Analytical Reporting
• Demonstrates drill down reports on data generated by
Mahout
• Reports over Hive/MySQL using a traditional Reporting
product or framework
© 2014 12 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=48
- 13. © 2014 13 Impetus Technologies
iLaDaP
Impetus Large Data Analytics Platform
- 14. iLaDaP- Technology Stack
• Scalable data store
– Hadoop HDFS
– Hbase
• Connectors (In/Out)
– Flume
– Sqoop
– Messaging queue
– ESB- Apache Camel
• Analytics and ETL
– Mahout for NL and text mining
• Classification/ Clustering
• Recommendation
– Oozie for complex ETL and workflow
– JDBC/ODBC compliant Analytics tools – Intellicus, Jasper etc.
© 2014 14 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=48
- 15. Case Study- Financial Services
The Client
– Leading financial services company
Key Challenge
– Recommend products based on User profile/location
– Recommend alternate products based Social Media feedback
Impetus Solution
• Proposed iLaDaP based solution
• Sentiment Analysis using Naïve Bayesian algorithm for
classification/sentiment analysis
• Clustering using k-means algorithm of Mahout
• Apache Mahout based recommendation engine
Benefits Realised
• Better product recommendations
© 2014 15 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=48
- 16. Case Study- Online Retailer
The Client
– Leading online product retailer
Key Challenge
• Recommendation engine
• Cross product customer analysis
• Provide ‘Big Picture’ across business units
Impetus Solution
• Proposed iLaDaP based solution
• Clustering using k-means algorithm of Mahout
• Apache Mahout based recommendation engine
Benefits Realised
• True centralized business overview across product and business lines
© 2014 16 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=48
- 17. Summing Up
• Using Big Data technologies for Social Analytics needs a
well-thought of strategy
• Open source yields better results for social media data
• Hadoop based Big Data Analytics is a scalable and cost
effective option.
• Selecting the right tools is the key to build a successful
Social Analytics EDW using Big Data
• Easy extension of the existing Data Warehouse and
Analytics infrastructure is possible to leverage existing
investments
© 2014 17 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=48
- 18. © 2014 18 Impetus Technologies
About Impetus
- 19. • Strategic partners for software product engineering and
R&D
• Thought leaders in cutting-edge technologies
• Mature processes and practices that are methodical, yet
flexible
• Diverse domain expertise
© 2014 19 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=48
- 21. © 2014 21 Impetus Technologies
Thank You
Write to us at inquiry@impetus.com
Follow us on Twitter @impetustech
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=48