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Erkenntnisse
aus Social Data
gewinnen
Martin Szugat
Chief Marketing
Technologist
25.06.2014
Clueda AG
Clueda: Associative Real-Time Text Analytics
3
See
Concepts, relations and
events as they happen
in multiple information sources
Understand
Trends, mood and relationships
using semantics and systems
biology approaches
Answer
Questions that only specialists
could answer before
Data
Information
Knowledge
Real-time
engine
Wie sozial sind Daten?
Clueda AG
Singles sind sozialer.
Quelle: https://www.facebook.com/notes/facebook-data-science/the-formation-of-love/10152064609253859
5
Clueda AG
Soziale Datentöpfe von Facebook
Facebook
Social
Plugins
Facebook
Ads
Facebook
Apps
Facebook
Connect
Facebook
Pages
6
Clueda AG
Soziale Datentöpfe von Facebook
Facebook
Social
Plugins
Facebook
Ads
Facebook
Apps
Facebook
Connect
Facebook
Pages
7
Clueda AG
Soziale Datentöpfe von Facebook
Facebook
Social
Plugins
Facebook
Ads
Facebook
Apps
Facebook
Connect
Facebook
Pages
8
Clueda AG
Facebook Ads: Hypersegmentation
Alle Kombi-
nationen
Klick
(Anonymes)
Nutzerprofil
9
Clueda AG
Facebook Ads: Geschlechterstereotypen
Landing Page für Städtereise:
Landing Page für Sky Diving:
Clueda AG
Soziale Datentöpfe von Facebook
Facebook
Social
Plugins
Facebook
Ads
Facebook
Apps
Facebook
Connect
Facebook
Pages
11
Clueda AG
Facebook Apps: Meilenjäger
Mehr Informationen unter
http://facebook-studio.com/site/agencies/531#/gallery/submission/19039. 12
Clueda AG
Facebook Apps: Technische Architektur
HTML
JSON
1 App erlauben Zeitliche Limitierung
2 Daten ausliefern
DB
iFrame
13
Clueda AG
Facebook Apps: Permission-based
14
Clueda AG
Facebook Apps: Konzeptionelle Herausforderungen
Quelle: http://www.allfacebook.com/facebook-games-statistics-2010-09
15
Clueda AG
Facebook Apps: Rechtliche Herausforderungen
1. Europäische
Datenschutzrichtlinie
2. Nationale Gesetzgebung
3. Facebook Terms
4. Facebook Platform Policies
5. Facebook Promotion
Guidelines
1. Erlaubnisvorbehalt
2. Direkterhebung
3. Datensparsamkeit
4. Datenvermeidbarkeit
5. Transparenz
6. Zweckbindung
7. Erforderlichkeit
16
Clueda AG
Facebook Apps: Technische Herausforderungen
17
FB
ETL
CRM
Klassische CRM DatenGraph Daten
S
Subject
Martin
Martin
…
V
Verb
likes
invites
…
O
Object
LH
XYZ
…
Clueda AG
Social Customer Intelligence Demo
Quelle: www.plus-it.de
18
Clueda AG
Soziale Datentöpfe von Facebook
Facebook
Social
Plugins
Facebook
Ads
Facebook
Apps
Facebook
Connect
Facebook
Pages
19
Clueda AG
Facebook Pages: Lead-Scoring
Action
Graph
Social
Graph
Interests
Graph
Ist ein BMW-Fan?
Hat Beitrag zum BMW X1
positiv kommentiert?
Sind Freunde bereits BMW-
Kunde?
Personal
Profile
Personal
Profile
Ist zwischen 25 und 45 und
männlich?
20
Clueda AG
Facebook Pages: Semantische Textanalyse
21
ModellVorname Klassifikation Score Gefällt mir Wohnort Kommentar
B George
CHEERS
PRODUCT 0,25 WAHR Athens, Greece raciiiiiiing!!!!!!!!!!!!!!!!!!! (y) (y) :D
B Lisa
CHEERS
PRODUCT 0,25 WAHR
Leinfelden-
Echterdingen
Nur nicht gelb sondern schwarz matt Flori |Scheiß egal wenn ich
dieses Auto haben dürfte würde ich es in jeder Farbe fahren ;) ;)
Flori
B Leyla
CHEERS
PRODUCT 0,25 WAHR Beirut, Lebanon <3
B Volker
REJECTS
PRODUCT -1 FALSCH Dülken
12 L kombiniert, in der Stadt dann 25-30L ? Sorry, so eine
Sprittschleuder braucht die Welt nicht...
B Chris - 0 FALSCH Stuttgart, Germany Bruuuuuuuuutaaaaaaaaaal
D Tim
CHEERS
PRODUCT 0,5 WAHR Berlin, Germany Ich will ihn in schwarz sehen :)
E Sigi
EXPLICIT
BUYING
INTENTION 1 WAHR Solingen Den hätte ich gerne :-)
E David
CHEERS
PRODUCT 0,25 FALSCH Stuttgart, Germany
Bin ihn schon gefahren... Super Auto... Und sparsam alle mal.....
Natürlich kein raumwunder, aber ich hab mit meinen 193cm
reingepasst ohne die Decke zu streicheln.....
E Don - 0 FALSCH Hanover, Germany
Ist der Verbrauch von Pinoccio und Münchhausen ermittelt
worden oder wie ?!?
G Franz
CHEERS
PRODUCT 0,25 WAHR Aulendorf Hubsch??????
G René - 0 FALSCH
Stadt Taunusstein,
Hessen, Germany Ich fahre trotzdem elektrisch
Clueda AG
Facebook Pages: Scoring
22
0
100
200
300
400
500
600
700
-1,25 -0,75 -0,5 -0,25 0 0,25 0,5 0,75 1 1,25 1,5 3 (Leer)
Clueda AG
Facebook,Twitter,Email,…
Delegation&Eskalation
Facebook Pages: Complex Event Processing
23
“Ich interessiere mich
für …”
Marketing
PR
Sales
Customer Service
Geschäftsleitung
Real-Time
Text Analytics
“Ich habe ein Problem
mit …”
“Ich beschuldige Ihr
Unternehmen …”
Clueda AG
Ein letzte Sache: Korrelation ist ...
24
Quelle:
http://arxiv.org/pdf/1401.42
08v1.pdf
Clueda AG
... nicht gleich Kausalität.
25
Quelle:
https://www.facebook.
com/notes/mike-
develin/debunking-
princeton/1015194742
1191849
Clueda AG
Kontakt
26
Martin Szugat
Chief Marketing Technologist
Telefon +49 (0)89 4161 402 - 42
Email m.szugat@clueda.com
Web www.clueda.com
Twitter twitter.com/clueda
Slideshare slideshare.net/Martin.Szugat/
Clueda AG
Elsenheimerstraße 59
80687 Munich
Germany

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Erkenntnisse aus Social Data gewinnen

  • 1. Erkenntnisse aus Social Data gewinnen Martin Szugat Chief Marketing Technologist 25.06.2014
  • 2. Clueda AG Clueda: Associative Real-Time Text Analytics 3 See Concepts, relations and events as they happen in multiple information sources Understand Trends, mood and relationships using semantics and systems biology approaches Answer Questions that only specialists could answer before Data Information Knowledge Real-time engine
  • 4. Clueda AG Singles sind sozialer. Quelle: https://www.facebook.com/notes/facebook-data-science/the-formation-of-love/10152064609253859 5
  • 5. Clueda AG Soziale Datentöpfe von Facebook Facebook Social Plugins Facebook Ads Facebook Apps Facebook Connect Facebook Pages 6
  • 6. Clueda AG Soziale Datentöpfe von Facebook Facebook Social Plugins Facebook Ads Facebook Apps Facebook Connect Facebook Pages 7
  • 7. Clueda AG Soziale Datentöpfe von Facebook Facebook Social Plugins Facebook Ads Facebook Apps Facebook Connect Facebook Pages 8
  • 8. Clueda AG Facebook Ads: Hypersegmentation Alle Kombi- nationen Klick (Anonymes) Nutzerprofil 9
  • 9. Clueda AG Facebook Ads: Geschlechterstereotypen Landing Page für Städtereise: Landing Page für Sky Diving:
  • 10. Clueda AG Soziale Datentöpfe von Facebook Facebook Social Plugins Facebook Ads Facebook Apps Facebook Connect Facebook Pages 11
  • 11. Clueda AG Facebook Apps: Meilenjäger Mehr Informationen unter http://facebook-studio.com/site/agencies/531#/gallery/submission/19039. 12
  • 12. Clueda AG Facebook Apps: Technische Architektur HTML JSON 1 App erlauben Zeitliche Limitierung 2 Daten ausliefern DB iFrame 13
  • 13. Clueda AG Facebook Apps: Permission-based 14
  • 14. Clueda AG Facebook Apps: Konzeptionelle Herausforderungen Quelle: http://www.allfacebook.com/facebook-games-statistics-2010-09 15
  • 15. Clueda AG Facebook Apps: Rechtliche Herausforderungen 1. Europäische Datenschutzrichtlinie 2. Nationale Gesetzgebung 3. Facebook Terms 4. Facebook Platform Policies 5. Facebook Promotion Guidelines 1. Erlaubnisvorbehalt 2. Direkterhebung 3. Datensparsamkeit 4. Datenvermeidbarkeit 5. Transparenz 6. Zweckbindung 7. Erforderlichkeit 16
  • 16. Clueda AG Facebook Apps: Technische Herausforderungen 17 FB ETL CRM Klassische CRM DatenGraph Daten S Subject Martin Martin … V Verb likes invites … O Object LH XYZ …
  • 17. Clueda AG Social Customer Intelligence Demo Quelle: www.plus-it.de 18
  • 18. Clueda AG Soziale Datentöpfe von Facebook Facebook Social Plugins Facebook Ads Facebook Apps Facebook Connect Facebook Pages 19
  • 19. Clueda AG Facebook Pages: Lead-Scoring Action Graph Social Graph Interests Graph Ist ein BMW-Fan? Hat Beitrag zum BMW X1 positiv kommentiert? Sind Freunde bereits BMW- Kunde? Personal Profile Personal Profile Ist zwischen 25 und 45 und männlich? 20
  • 20. Clueda AG Facebook Pages: Semantische Textanalyse 21 ModellVorname Klassifikation Score Gefällt mir Wohnort Kommentar B George CHEERS PRODUCT 0,25 WAHR Athens, Greece raciiiiiiing!!!!!!!!!!!!!!!!!!! (y) (y) :D B Lisa CHEERS PRODUCT 0,25 WAHR Leinfelden- Echterdingen Nur nicht gelb sondern schwarz matt Flori |Scheiß egal wenn ich dieses Auto haben dürfte würde ich es in jeder Farbe fahren ;) ;) Flori B Leyla CHEERS PRODUCT 0,25 WAHR Beirut, Lebanon <3 B Volker REJECTS PRODUCT -1 FALSCH Dülken 12 L kombiniert, in der Stadt dann 25-30L ? Sorry, so eine Sprittschleuder braucht die Welt nicht... B Chris - 0 FALSCH Stuttgart, Germany Bruuuuuuuuutaaaaaaaaaal D Tim CHEERS PRODUCT 0,5 WAHR Berlin, Germany Ich will ihn in schwarz sehen :) E Sigi EXPLICIT BUYING INTENTION 1 WAHR Solingen Den hätte ich gerne :-) E David CHEERS PRODUCT 0,25 FALSCH Stuttgart, Germany Bin ihn schon gefahren... Super Auto... Und sparsam alle mal..... Natürlich kein raumwunder, aber ich hab mit meinen 193cm reingepasst ohne die Decke zu streicheln..... E Don - 0 FALSCH Hanover, Germany Ist der Verbrauch von Pinoccio und Münchhausen ermittelt worden oder wie ?!? G Franz CHEERS PRODUCT 0,25 WAHR Aulendorf Hubsch?????? G René - 0 FALSCH Stadt Taunusstein, Hessen, Germany Ich fahre trotzdem elektrisch
  • 21. Clueda AG Facebook Pages: Scoring 22 0 100 200 300 400 500 600 700 -1,25 -0,75 -0,5 -0,25 0 0,25 0,5 0,75 1 1,25 1,5 3 (Leer)
  • 22. Clueda AG Facebook,Twitter,Email,… Delegation&Eskalation Facebook Pages: Complex Event Processing 23 “Ich interessiere mich für …” Marketing PR Sales Customer Service Geschäftsleitung Real-Time Text Analytics “Ich habe ein Problem mit …” “Ich beschuldige Ihr Unternehmen …”
  • 23. Clueda AG Ein letzte Sache: Korrelation ist ... 24 Quelle: http://arxiv.org/pdf/1401.42 08v1.pdf
  • 24. Clueda AG ... nicht gleich Kausalität. 25 Quelle: https://www.facebook. com/notes/mike- develin/debunking- princeton/1015194742 1191849
  • 25. Clueda AG Kontakt 26 Martin Szugat Chief Marketing Technologist Telefon +49 (0)89 4161 402 - 42 Email m.szugat@clueda.com Web www.clueda.com Twitter twitter.com/clueda Slideshare slideshare.net/Martin.Szugat/ Clueda AG Elsenheimerstraße 59 80687 Munich Germany