1.
TURNING ANALYSIS INTO ACTION
WITH APIs

2.
• Digital business focus
• 15+ years of experience
• Web Analytics House 2013,
2014, 2015, 2016, 2017
• Value-driven business
• More than 40 people in
Denmark, Sweden &
Norway
About IIH Nordic

3.
About Us
Mark Edmondson
• In digital since 2006
• Data Insight Developer
• Google Developer
Expert for Google
Analytics
• RStudio Advocate
• cloudyR contributor
• @HoloMarkeD
Peter Meyer
• In digital since 1997
• Analytics Technician
• TMS and Analytics
implementer
• @pmeyerdk

4.
Agenda
• What are actionable analysis APIs?
• Example 1 - Weather API - IBM
• Example 2 - Custom prediction API - Prefetching
• Example 3 - Text sentiment API – Google/Algorithmia
Machine Learning
• Future opportunities

5.
What are
Analysis APIs?

6.
Collect
Data
Analyse
Data
Change
something
An Analytics Workflow

7.
Collect
Data
Analyse
Data
Change
something
Reporting APIs
Tracking APIs
Analysis APIs
An Analytics Workflow

8.
Collect
Data
Analyse
Data
Change
something
Reporting APIs
Tracking APIs
Analysis APIs
An Analytics Workflow

9.
Analysis API
An API that transforms
data into useful
information

10.
Examples of actionable analysis APIs
• Visualisations for decision support (dashboards)
• Multivariant testing
• Bid managers
• Enrichment of data - weather
• Content prediction - prefetching
• Text analysis – machine learning API
We will talk today about these ones:
…but others include:

11.
Weather API
(data enrichment)

12.
Deployment
• Only one webservice used
• Geo- and weather data in one go
• A bunch of information returned

13.
Deployment

14.
Analysis
• Take daily lag to negate
spurious trend
correlation
• tscount() R package for
poisson distribution
• 16% ±4% extra visitors
on rainy days

15.
URL
Prefetching
(react to predictions)

16.
Deployment
http://code.markedmondson.me/predictClickOpenCPU/supercharge.html

17.
https://www.noisetosignal.io/2016/11/using-google-analytics-to-predict-clicks-and-speed-up-your-website/
Simpler method using offline analysis and deploying through a GTM lookup table

18.
Text Sentiment
API
(surfacing important
features)

19.
Real-time sentiment tracking of
customer service forums/comment
sections
Categorise topics your customers
care about

20.
http://bit.ly/Superweek2017-Demo

21.
Deployment - Algorithmia
• Stanford NLP Sentiment Analysis
• https://algorithmia.com/

22.
Deployment - Algorithmia
I really love ice cream very much!

23.
Deployment - Google
• Google Cloud Natural Language API (beta)
• https://cloud.google.com/natural-language/

24.
Deployment - Google
I really love ice cream very much!
http://glaforge.appspot.com/article/sentiment-analysis-on-tweets

25.
Recent example at gov.uk
https://gdsdata.blog.gov.uk/2016/12/20/using-machine-learning-to-classify-user-comments-on-gov-uk/

26.
Future
OpportunitiesThe Horizon

27.
Machine Learning APIs

28.
Preparation for the singularity
• Get your data tidy and out of silos
• Start prototyping models
• Skill up in a ML tech stack

29.
Skill up in a machine learning tech stack
• Google
BigQuery
• Google
Compute
Engine
• Tensorflow
• Dataproc
(Spark)
• Redshift/Athena
• Amazon EMR
• EC2
• S3
• Amazon Machine
Learning
• SQL Data
Warehouse
• Azure
• Microsoft R
• Microsoft
Cognitive
Programming languages: R, Python, bash, JavaScript, Scala, Java, Julia(?), SQL

30.
ML: Google Flavoured
Build your own self-
driving car!
....or for simpler use
cases use the pre-
trained models
available using easy
to use APIs

31.
A Microsoft Cognitive API Example
https://matt-stannard.blogspot.dk/2016/12/measuring-footfall-with-google.html

32.
• Look to reduce time to actions via APIs
• GTM can do more than tracking
• Skill up in a machine learning tech stack
Summary

33.
Thank you!
Mark Edmondson
mark@iihnordic.com
@HoloMarkeD
https://www.linkedin.com/in/markpeteredmondson
Peter Meyer
peter.meyer@iihnordic.com
@pmeyerdk
https://www.linkedin.com/in/pmeyerdk