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Painting a Social & Mobile Picture in Real Time

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A simple solution that can utilize data, tap into social sentiments and provide business value to mobile users is much desired. Social data can be tapped for both society and business, and everyone is looking for an application that can address both. This paper analyzes a working solution, its tenets and features, and also indulge in a bit of future gazing.

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Painting a Social & Mobile Picture in Real Time

  1. 1. PaintingaSocial&Mobile PictureinRealTime
  2. 2. ©2015,HCLTechnologies.ReproductionProhibited.ThisdocumentisprotectedunderCopyrightbytheAuthor,allrightsreserved. Abstract Abbreviations MarketTrendsandChallenges Solution Requirements Architecture KeyFeaturesKeyFeatures SolutioninDetail CaseStudy TwitterRealTimeAnalysis E-CommerceRealTimeAnalysis BestPractices Conclusion ReferenceReference AuthorInfo 3 3 3 6 6 6 66 7 8 8 10 12 13 1313 13 TableofContents
  3. 3. ©2015,HCLTechnologies.ReproductionProhibited.ThisdocumentisprotectedunderCopyrightbytheAuthor,allrightsreserved. Datahasbeenaroundsincetimeunknown;ourbooks,records,journalsandscripturesallcontaindatain someform ortheother.Asweenteredthecomputerera,moredatapointsweregeneratedandware- housed.Thesizeofdatasoontippedovergraspingpowerand‘analysis’cametotherescuewithgraphsand charts.Analystshadadesiretopredictthefutureortakedecisionsinrealtimebasedonthedatabutthere wereconstraints,suchascomputing,limiteddatasetsandthecostofcomputation.Thecomputingpartwas madesimplerwith‘MapReduce’and‘RealTimeProcessing’thathelpedusviewthepresentasithappened. DataDatachangeditsnaturetoo;SocialNetworksbroughtinthechallengeofutilizinghugeamountsofunstruc- tureddataforbusinessvalue.Meanwhile,thesilentMobilityrevolutionhasmaterializedwiththeadventof smartphones. Asimplesolutionthatcanutilizedata,tapintosocialsentimentsandprovidebusinessvaluetomobile usersismuchdesired.Socialdatacanbetappedforbothsocietyandbusiness,andeveryoneislookingforan applicationthatcanaddressboth.Inthispaper,weanalyzeaworkingsolution,itstenetsandfeatures,and alsoindulgeinabitoffuturegazing. Sl.No 1 RTB RealTimeBidding FullFormAcronyms Abstract TheFigure1infographichighlightsthat: TheYOYgrowthofmobiledevicesat5%ishigherthanthegrowthoftheworldwidepopulation;hence, wecannowreachmorepeopleusingmobilesthanareborneveryyear. TheSocialMediaYOYgrowthis12%,whichreiteratesAristotle’s‘ManisaSocialAnimal’;moreover,it showcasesthemutualdependenciesofhumans. 23%YOYgrowthofSocialMobileAccountshighlightsthefactthatnotonlyarehumansdependenton theirfellowbeingsbutalsowanttokeepintouchclosely MarketTrendsandChallenges Abbreviations PaintingaSocial&MobilePictureinRealTime |3
  4. 4. ©2015,HCLTechnologies.ReproductionProhibited.ThisdocumentisprotectedunderCopyrightbytheAuthor,allrightsreserved. ThereachofmobilityandtheutilityofsocialnetworksarefurtherstrengthenedbythelatestUNReporton ‘NaturalDisasters’during2014intheAsiaPacificregion.ItclaimsthataMobileAppdevelopedbyNSRC,India wasofgreatuseasitallowedviewersaccesstopost-disasterdamage,andthusenabledquickerreliefand savedmanylives.MobiledeviceswerealsousefulforspreadingearlywarningsforevacuationthroughSMS andSocialNetworksduringcycloneHudhud.However,thekeychallengesare: Inquicklyprocessingandassimilatingdata CheapalternativesofexistingCOTSsolutionsforRealTimeDataProcessing Monitoringaneventinrealtime Figure1.HowtheDigitalWorldhasevolvedoverthepast12months Source:http://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/ PaintingaSocial&MobilePictureinRealTime|4
  5. 5. Gartner’sHypeCycletalksaboutthe‘NexusofForces’(mobile,social,cloudandinformation/data)duringthe DigitalMarketingStage.Itclaimsthat“focusisonnewandmoresophisticatedwaystoreachconsumerswho aremorewillingtoparticipateinmarketingeffortstogaingreatersocialconnection,orproductandservice value”. Thekeypointsthatemergefrom Figure2andthedetailedreport,are: DataScience,ContentAnalyticsandInMemoryAnalyticsaresomeofthekeytrendsinthehypecycle. BigDatahasbecomeacommodityandisnolongerthemosthypedtechnologytrend. IoTandWearableInterfacesarethemosthypedtrendsnowandhaveprobablyreachedaplateau. Challenges Cananadvertisementbepushedtoauserdependingonhislocationandhis‘informationneed’via socialnetworks? CanaCEOmonitorthelaunchofanewproductinthemarketinreal-time? Canweestimatethepopularityofanewchartbuster? Figure2.HypeCycleforEmergingTechnologies,2014 Source:http://www.gartner.com/newsroom/id/2819918 ©2015,HCLTechnologies.ReproductionProhibited.ThisdocumentisprotectedunderCopyrightbytheAuthor,allrightsreserved. PaintingaSocial&MobilePictureinRealTime |5
  6. 6. Requirements Datahastobeprocessedinrealtimetoreachpeoplefaster. Savelives,greaterbusinessvalue Thetechnologyshouldbecheap,simpleandeasytouse. Acommonmanshouldbeabletouseit Itcanbeaccessedfrom anydeviceandinstalledincommodityhardware Theanalyticalvalueofthetechnologyshouldbeimpactful. Analysts,CEOsandthecommonmanshouldfindrealvalue Architecture Solution Figure3.Architecture ©2015,HCLTechnologies.ReproductionProhibited.ThisdocumentisprotectedunderCopyrightbytheAuthor,allrightsreserved. PaintingaSocial&MobilePictureinRealTime |6 KeyFeatures ThebackgroundapplicationisdefinedentirelyonlightweightJavaScript,whichisplatform independent Thevisualizationshavebothrealtimeandbatchflavors Optionsforpersistingimportantdataandthrowingawayotherdata RealTimeSocialSentimentAnalysis
  7. 7. Solution ThestreamingAPIofSocialNetworkswasusedtotapintounlimitedsocialdata.Insomecases,the keyword‘Search’optionisalsoprovidedandused ThestreamingdatawasingestedusingNode.jsapi ThedatawasminedforkeywordsandsentimentsusingNode.jsmodules Micro-batchprocessingwasusedtorunMapReduce,toaggregatethedata AcombinationofAngular.jsandExpresswasusedtocreatetheweb-applicationframework AgreatcombinationofHTML5,JSON,CSSandSVGwasusedtocreatedynamicandstaticdatavisu alization Socket.iowasusedtoenablerealtimeeventbasedcommunication.Thiscanbeusedtofurther pushnotificationstomobiledevices ©2015,HCLTechnologies.ReproductionProhibited.ThisdocumentisprotectedunderCopyrightbytheAuthor,allrightsreserved. Figure4.ApartoftheServerCode PaintingaSocial&MobilePictureinRealTime |7
  8. 8. TwitterRealTimeAnalysis TwitterprovidestwofeedsfortweetsFirehose:Commercial(millionsoftweetsperhour),Public:Provides1% ofthetweetsONLY.Thisisavailablefordevelopers/publictomakeappsontwitter.Italsohastwoservices streams:RealTime,Search:Thisgivesresultsfrom theTwitterdatabaseandisbasedonOLDDATA TheThecasestudytappedintotherealtimePUBLICfeedofTwitterandreceivedtweetsbasedoncertain keywordsinrealtime.Thetweetsreceivedwereusedtocreatevisualizations,eachofwhichhadadifferent usecaseasfollows: RealTimeSentiment&PopularityAnalysis Figure5.RealtimeTweetSentimentFlow ©2015,HCLTechnologies.ReproductionProhibited.ThisdocumentisprotectedunderCopyrightbytheAuthor,allrightsreserved. CaseStudy PaintingaSocial&MobilePictureinRealTime |8 ThegraphinFigure5showsthespeedoftweetsandsentimentflowinTwitterthedaytheAppleWatchwas launched.Thegraphmovesinrealtimefrom righttoleft,andupanddown.Thespeedofthegraphdepicts thenumberoftweets,andtheupanddownmovementdepictsthesentimentflowfrom positivetonegative. Thisfeaturecanbeusedbyanycompanyormarketingteam tomonitoranewlylaunchedproduct.Itcanalso beusedbydisastermonitoring/healthteamsallaroundtheglobetogaugethedamageoroutbreakofa disease.
  9. 9. ©2015,HCLTechnologies.ReproductionProhibited.ThisdocumentisprotectedunderCopyrightbytheAuthor,allrightsreserved. Figure6.RealtimeTweetLocationTracking Figure7.RealtimeTweetLocationTracking RealTimeTweetLocationTracking–GeoTagging TheiconsinthemapinFigure6showpeopletweetingabouttheAppleWatch.Usingtheabovefeaturewe canactuallytrackapersoninrealtime.ThiscanbeusedbyRTBteamstopushrealtimeadvertisementstoa person’smobileinrelationtothelocalestablishments.Ontheotherhand,thisfeaturecanbeusedtotrack downapersonindistress.TheIndianArmyusedafeaturesimilartothistofindaconcentrationofpeople strandedintherecentJammuandKashmirfloods. Heat-MapAnalysisofSentimentsinSocialNetworksHeat-MapAnalysisofSentimentsinSocialNetworks Thisdiagram depictsthebuckets,ortweetcountsofsentimentsrangingfrom -15to15fortheeboladisease overamonth.Bytheendofthemonth,thesentimentsshiftedfrom negativetopositiveduetotheintroduc- tionofmedicines/shots,etc.Thisfeatureenablesenterprises/businessestohighlightcertainissuesandhigh- lightthesocialspreadoftheseissuesacrossvarioussentimentsegments.Also,asdepictedinthisexample, thiscanbeusedtofindwhetheranydisaster/pandemicisslowlylooseningitsgripoverhumanlivesandsuf- fering. RealTimeWordCloud–PopularFeatureIdentification Thewordcloudiscreatedevery100tweetsinrealtime.ItconsistsoftopNterms.Thiscanbeusedtoidentify thepopularfeaturesofanewlylaunchedproduct/merchandiselikeamobileoragame.Thiswillalsohelpto understandwhatthegreatestimpactedareasoritemsareintimesofadisaster,ascapturedinthisdiagram duringthe2014earthquakeinCaliforniawherethewineindustrywasgreatlyimpacted.Youcanseetheterm ‘winemakers’and‘California’inthewordcloud. PaintingaSocial&MobilePictureinRealTime |9
  10. 10. ©2015,HCLTechnologies.ReproductionProhibited.ThisdocumentisprotectedunderCopyrightbytheAuthor,allrightsreserved. Figure8.RealTimeWordCloud Figure9.ProductsboughtandsoldbyOnlineShoppersinIndia E-CommerceRealTimeAnalysis TheIndiaE-Commercemarketwillreach$6billionin2015-a70%increaseover2014revenuesof$3.5billion, accordingtoGartner,Inc.DigitalcommercefacilitatesapurchasingtransactionovertheWeb,andsupports thecreationandcontinuingdevelopmentofanonlinerelationshipwithaconsumerorbusinesscustomer acrossmultipleretail,wholesale,mobile,directandindirectsales,callcenter,anddigitalsaleschannels. PaintingaSocial&MobilePictureinRealTime |10
  11. 11. ©2015,HCLTechnologies.ReproductionProhibited.ThisdocumentisprotectedunderCopyrightbytheAuthor,allrightsreserved. Figure10.SmartphoneVendorShareinIndia ChallengesinE-Commercesites Howtoidentifychangingproductrequirementswithrespecttocustomerneeds Howdoesthesocialimpactofanexistinguser(maybeapostorareview)impactacustomerwhen buyingasimilarproduct Gaugingtheimpactofoffersanddiscountsduringaspecificcampaignorevent Gaugingacustomer’sopinionandattitudetowardsaparticularfeatureofaproduct TheseThesechallengesshowthatsocialmediaplaysavitalroleinpersuadingacustomertobuysomethingaddi- tionalormoreexpensive,from anecommercesite. Thesmartphonemarkethasbeentrendingalotrecently.We’vedoneastudybycrawlingthereviewsofapar- ticularsmartphonefrom oneofthee-commercesites,performedtheprocessfortheextractionoffeatures, andsummarizedthescoreoftheentireproduct,feature-wise,togetherwiththetrendingfeatures. Whenaproductispurchased,ithasthefollowinginfluencingfactorsbasedonprice,geographicallocation, keyfeaturesthecustomerwaslookingfor,technology,andmore. 1.Extractionofcustomerenlistedspecificfeatures/featuredescriptorsfrom abulkrepositoryof featuresenlistedforaparticularproduct,categorizedinaparticularsegmentoftechnology. PaintingaSocial&MobilePictureinRealTime |11
  12. 12. Formoredetailscontact:ers.info@hcl.com Followusontwitter:http://twitter.com/hclersand Ourbloghttp://www.hcltech.com/blogs/engineering-and-rd-services Visitourwebsite:http://www.hcltech.com/engineering-rd-services Hello,I’m from HCL’sEngineeringandR&DServices.Weenabletechnologyledorganizationstogotomarketwithinnovativeproducts andsolutions.Wepatnerwithourcustomersinbuildingworldclassproductsandcreatingassociatedsolutiondeliveryecosystems to help bringmarketleadership.Wedevelop engineeringproducts,solutionsand platformsacrossAerospaceand Defense, Automotive,ConsumerElectronics,Software,Online,IndustrialManufacturing,MedicalDevices,NetworkingandTelecom,Office Automation,SemiconductorandServers&Storageforourcustomers. ThiswhitepaperispublishedbyHCLEngineeringandR&DServices. Theviewsandopinionsinthisarticleareforinformationalpurposesonlyandshouldnotbeconsideredasasubstituteforprofessional businessadvice.TheusehereinofanytrademarksisnotanassertionofownershipofsuchtrademarksbyHCLnorintendedtoimply anyassociationbetweenHCLandlawfulownersofsuchtrademarks. FormoreinformationaboutHCLEngineeringandR&DServices, Pleasevisithttp://www.hcltech.com/engineering-rd-services Copyright@ HCCopyright@ HCLTechnologies Allrightsreserved. KinnarKumarSen HCLEngineeringandR&DServices GopiKrishnaDurbhaka HCLEngineeringandR&DServices Reference Conclusion AuthorInfo [1]http://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/ [2]http://www.thehindu.com/features/education/research/man-as-a-social-animal/article2988145.ece [3]http://en.wikipedia.org/wiki/Homo_sapiens [4]http://www.gartner.com/newsroom/id/2819918 [5]http://pluznews.com/11152/early-warning-evacuations-saved-lives-during-cyclone-hudhud-un.htm RealTimeAnalysisisheretostay;businessesandpeoplewouldlovetoseemorevaluesfrom datathatfloats around.Aunifiedplatform forthispurposehasalotofpotential,andmayfinditsapplicabilityelsewheretoo. Technologyisusedforchurningmoneyoutofthebusinessmeltingpot,butitachievesitstruevalueonly whenitisusefulinsolvingsomeofthesocialproblemsaswell.Thiswasasimpleattempttohighlightthat lightweight,free,andeasytouselibrariescanbeputtogethertodevelopasolutionthatcanclaim totouch basewithboth. PaintingaSocial&MobilePictureinRealTime |13

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