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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Abstract
Abbreviations
MarketTrendsandChallenges
Solution
Requirements
Architecture
KeyFeaturesKeyFeatures
SolutioninDetail
CaseStudy
TwitterRealTimeAnalysis
E-CommerceRealTimeAnalysis
BestPractices
Conclusion
ReferenceReference
AuthorInfo
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TableofContents

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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
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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/
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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
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6. Requirements
Datahastobeprocessedinrealtimetoreachpeoplefaster.
Savelives,greaterbusinessvalue
Thetechnologyshouldbecheap,simpleandeasytouse.
Acommonmanshouldbeabletouseit
Itcanbeaccessedfrom anydeviceandinstalledincommodityhardware
Theanalyticalvalueofthetechnologyshouldbeimpactful.
Analysts,CEOsandthecommonmanshouldfindrealvalue
Architecture
Solution
Figure3.Architecture
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PaintingaSocial&MobilePictureinRealTime |6
KeyFeatures
ThebackgroundapplicationisdefinedentirelyonlightweightJavaScript,whichisplatform independent
Thevisualizationshavebothrealtimeandbatchflavors
Optionsforpersistingimportantdataandthrowingawayotherdata
RealTimeSocialSentimentAnalysis

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
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Figure4.ApartoftheServerCode
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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
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CaseStudy
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ThegraphinFigure5showsthespeedoftweetsandsentimentflowinTwitterthedaytheAppleWatchwas
launched.Thegraphmovesinrealtimefrom righttoleft,andupanddown.Thespeedofthegraphdepicts
thenumberoftweets,andtheupanddownmovementdepictsthesentimentflowfrom positivetonegative.
Thisfeaturecanbeusedbyanycompanyormarketingteam tomonitoranewlylaunchedproduct.Itcanalso
beusedbydisastermonitoring/healthteamsallaroundtheglobetogaugethedamageoroutbreakofa
disease.

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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.
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Figure8.RealTimeWordCloud
Figure9.ProductsboughtandsoldbyOnlineShoppersinIndia
E-CommerceRealTimeAnalysis
TheIndiaE-Commercemarketwillreach$6billionin2015-a70%increaseover2014revenuesof$3.5billion,
accordingtoGartner,Inc.DigitalcommercefacilitatesapurchasingtransactionovertheWeb,andsupports
thecreationandcontinuingdevelopmentofanonlinerelationshipwithaconsumerorbusinesscustomer
acrossmultipleretail,wholesale,mobile,directandindirectsales,callcenter,anddigitalsaleschannels.
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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.
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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.
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businessadvice.TheusehereinofanytrademarksisnotanassertionofownershipofsuchtrademarksbyHCLnorintendedtoimply
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Pleasevisithttp://www.hcltech.com/engineering-rd-services
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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.
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