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Copyright © 2015 KNIME.com AG
Customer Intelligence on Social
Media
Rosaria Silipo
KNIME.com AG
Copyright © 2014 KNIME.com AG 2
Copyright © 2014 KNIME.com AG 3
The KNIME Platform: Open for Innovation
Powerful: Legacy  Future Tools
Collaborative: Scientists  Analysts
Integrative: Legacy  Future Data
Transparent: Existing  Future Expertise
Agile: Internal  External Wisdom
3
Copyright © 2014 KNIME.com AG 4
KNIME Analytics Platform
4
Copyright © 2014 KNIME.com AG 5
NODES perform tasks on data
Nodes are combined to create
WORKFLOWS
Status
Visual KNIME Workflows
Inputs Outputs
Not Configured
Idle
Executed
Error
Copyright © 2014 KNIME.com AG 6
Statistics
Data Mining
Machine Learning
Web Analytics
Text Mining
Network Analysis
Social Media Analysis
WEKA
R
Community / 3rd
MySQL, Oracle, etc.
SAS, SPSS, etc.
Excel, Flat, etc.
Hive etc.
XML, PMML
Text, Doc, Image
Web Crawlers
Industry Specific
Community / 3rd
ETL
Row,
Column
Matrix
Text, Image
Time Series
Java
Python
Community / 3rd
Includes over 1000 native and embedded nodes
via BIRT
PMML
XML
Databases
Excel, Flat, etc.
Hive etc.
Text, Doc, Image
Industry Specific
Community / 3rd
6
Copyright © 2014 KNIME.com AG 7
Who’s Using KNIME?
> 2,000,000 Downloads annually (in 2015)
> 70,000 Individuals using KNIME
> 5,000 Organizations using KNIME
> 700 Customers paying for KNIME
7
Copyright © 2014 KNIME.com AG 8
Top in User Satisfaction
2012 & 2013 Rexer Analytics Survey
Users who know KNIME love it!
8
Open Source
Overall
Copyright © 2014 KNIME.com AG 9
KNIME Analytics Platform: Try it Now!
1. Download from
www.knime.com
2. Browse the KNIME
Learning Hub at
www.knime.com/learning-hub
3. Check out KNIME Press
“KNIME Beginner’s Guide”
4. Become active on our Forum!
Copyright © 2014 KNIME.com AG 10
Copyright © 2014 KNIME.com AG 11
The Problem
A major European Telco
11
• Can you tell us what people say about our new
product?
• Can you tell us who is supporting the product and
who trashing it?
• Of those, can you tell us who is an influencer?
Its Forum Site
Copyright © 2014 KNIME.com AG 12
The Data
12
• The Data Set unfortunately cannot be shared
• Slashdot Forum Data are!
• Slashdot was a public forum built in 1997 and
hosting a number of discussions: from software to
philosophy, from science fiction to politics.
• Politics was the biggest discussion group
• So, politics is what we analyzed to find out:
– What users were thinking about a political issue
– Who was pro and who was con
– Who was an influencer
Copyright © 2014 KNIME.com AG 13
Copyright © 2014 KNIME.com AG 14
The Politics Group in the Slashdot DataSet
14
• 24 000 non anonymous users
• 496 posts
• 140 000 comments
• Most posts have around 200 comments
Copyright © 2014 KNIME.com AG 15
Copyright © 2014 KNIME.com AG 16
Text Analytics: Options
• Tag (Word) Clouds
• Topic Detection
• Topic Shift
• Sentiment Analysis
I find PRODUCT X to be very good and useful,
but it is a bit too expensive.
Copyright © 2014 KNIME.com AG 17
Text Analytics: Workflow
Document type
is required
Loading MPQA
Stanford dictionary for
sentiment attribute
Sumoffrequencies
ofpositiveand
negativewordsper
post/comment
SumofSumof
frequenciesofpositive
andnegativewordsper
user
ScatterPlots
andTagClouds
ReadData
Copyright © 2014 KNIME.com AG 18
Text Analytics: Results
Most negative
user pNutz
Most positive
and most
talkative user
dada21
Copyright © 2014 KNIME.com AG 19
Text Analytics: Open Questions
19
• Is dada21 an influencer?
• Is pNutz an influencer?
• Shall we take marketing actions about any of
them?
Copyright © 2014 KNIME.com AG 20
Copyright © 2014 KNIME.com AG 21
Network Mining: Options
• User Interaction Graph
• Influencers vs. Followers
• User Network Investigation
Copyright © 2014 KNIME.com AG 22
Network Mining: Workflow
Read Data
Create Empty
Network
Create
Network
Content
Extract
largest
sub-graph
Centrality Index for
authority score
Scatter Plots
Copyright © 2014 KNIME.com AG 23
Network Mining: Results
Dada21
Carl Bialik from the WSJ
Doc Ruby
Copyright © 2014 KNIME.com AG 24
Network Mining: Open Questions
24
• Is Carl Bialik from WSJ positive or negative about the
topic?
• Is dada21 positive or negative about the topic?
• What shall we do marketing-wise with non-
influencers such as doc Ruby?
Copyright © 2014 KNIME.com AG 25
Copyright © 2014 KNIME.com AG 26
Text Analytics and Network Mining: Workflow
Read Data
Network Mining
Sentiment Analysis
Joiner
Scatter Plots
Copyright © 2014 KNIME.com AG 27
Text Analytics and Network Mining: Results
pNutz
Carl Bialik
dada21
Doc Ruby
99BottlesOfBeerInMyF
WebHosting Guy
Tube Steak
Catbeller
from the WSJ
Copyright © 2014 KNIME.com AG 28
Text Analytics and Network Mining: Results
Copyright © 2014 KNIME.com AG 29
Copyright © 2014 KNIME.com AG 30
Conclusions
30
• Is Carl Bialik from WSJ is an influencer and …
neutral.
• Most influencers are actually neutral.
• Worth it keep informed
• dada21 is talking positively about each topic. Worth
it to pamper him/her.
• Of the negative talking users, pNutz though
obnoxious, is not the main worry. Catbeller is.
Copyright © 2014 KNIME.com AG 31
Where can I find all this?
White paper, Workflows, and Data is available on the
KNIME web site:
http://www.knime.com/white-papers (section Social
Media)
https://www.knime.org/files/knime_social_media_whit
e_paper.pdf
Copyright © 2014 KNIME.com AG 32
Resources
• KNIME (www.knime.org)
• BLOG for news, tips and tricks(www.knime.org/blog)
• FORUM for questions and answers (tech.knime.org/forum)
• EXAMPLE SERVER for example workflows
• LEARNING HUB (www.knime.org/learning-hub)
• KNIME TV channel on
• KNIME on @KNIME
• KNIME on
https://www.facebook.com/KNIMEanalytics
32
Copyright © 2014 KNIME.com AG 33
Thank You
Free Copy of KNIME Beginner’s Luck Book
at KNIME Press
https://www.knime.org/knimepress
Promotion Code:
ODSCLondonMeetup

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Knime customer intelligence on social media odsc london

  • 1. Copyright © 2015 KNIME.com AG Customer Intelligence on Social Media Rosaria Silipo KNIME.com AG
  • 2. Copyright © 2014 KNIME.com AG 2
  • 3. Copyright © 2014 KNIME.com AG 3 The KNIME Platform: Open for Innovation Powerful: Legacy  Future Tools Collaborative: Scientists  Analysts Integrative: Legacy  Future Data Transparent: Existing  Future Expertise Agile: Internal  External Wisdom 3
  • 4. Copyright © 2014 KNIME.com AG 4 KNIME Analytics Platform 4
  • 5. Copyright © 2014 KNIME.com AG 5 NODES perform tasks on data Nodes are combined to create WORKFLOWS Status Visual KNIME Workflows Inputs Outputs Not Configured Idle Executed Error
  • 6. Copyright © 2014 KNIME.com AG 6 Statistics Data Mining Machine Learning Web Analytics Text Mining Network Analysis Social Media Analysis WEKA R Community / 3rd MySQL, Oracle, etc. SAS, SPSS, etc. Excel, Flat, etc. Hive etc. XML, PMML Text, Doc, Image Web Crawlers Industry Specific Community / 3rd ETL Row, Column Matrix Text, Image Time Series Java Python Community / 3rd Includes over 1000 native and embedded nodes via BIRT PMML XML Databases Excel, Flat, etc. Hive etc. Text, Doc, Image Industry Specific Community / 3rd 6
  • 7. Copyright © 2014 KNIME.com AG 7 Who’s Using KNIME? > 2,000,000 Downloads annually (in 2015) > 70,000 Individuals using KNIME > 5,000 Organizations using KNIME > 700 Customers paying for KNIME 7
  • 8. Copyright © 2014 KNIME.com AG 8 Top in User Satisfaction 2012 & 2013 Rexer Analytics Survey Users who know KNIME love it! 8 Open Source Overall
  • 9. Copyright © 2014 KNIME.com AG 9 KNIME Analytics Platform: Try it Now! 1. Download from www.knime.com 2. Browse the KNIME Learning Hub at www.knime.com/learning-hub 3. Check out KNIME Press “KNIME Beginner’s Guide” 4. Become active on our Forum!
  • 10. Copyright © 2014 KNIME.com AG 10
  • 11. Copyright © 2014 KNIME.com AG 11 The Problem A major European Telco 11 • Can you tell us what people say about our new product? • Can you tell us who is supporting the product and who trashing it? • Of those, can you tell us who is an influencer? Its Forum Site
  • 12. Copyright © 2014 KNIME.com AG 12 The Data 12 • The Data Set unfortunately cannot be shared • Slashdot Forum Data are! • Slashdot was a public forum built in 1997 and hosting a number of discussions: from software to philosophy, from science fiction to politics. • Politics was the biggest discussion group • So, politics is what we analyzed to find out: – What users were thinking about a political issue – Who was pro and who was con – Who was an influencer
  • 13. Copyright © 2014 KNIME.com AG 13
  • 14. Copyright © 2014 KNIME.com AG 14 The Politics Group in the Slashdot DataSet 14 • 24 000 non anonymous users • 496 posts • 140 000 comments • Most posts have around 200 comments
  • 15. Copyright © 2014 KNIME.com AG 15
  • 16. Copyright © 2014 KNIME.com AG 16 Text Analytics: Options • Tag (Word) Clouds • Topic Detection • Topic Shift • Sentiment Analysis I find PRODUCT X to be very good and useful, but it is a bit too expensive.
  • 17. Copyright © 2014 KNIME.com AG 17 Text Analytics: Workflow Document type is required Loading MPQA Stanford dictionary for sentiment attribute Sumoffrequencies ofpositiveand negativewordsper post/comment SumofSumof frequenciesofpositive andnegativewordsper user ScatterPlots andTagClouds ReadData
  • 18. Copyright © 2014 KNIME.com AG 18 Text Analytics: Results Most negative user pNutz Most positive and most talkative user dada21
  • 19. Copyright © 2014 KNIME.com AG 19 Text Analytics: Open Questions 19 • Is dada21 an influencer? • Is pNutz an influencer? • Shall we take marketing actions about any of them?
  • 20. Copyright © 2014 KNIME.com AG 20
  • 21. Copyright © 2014 KNIME.com AG 21 Network Mining: Options • User Interaction Graph • Influencers vs. Followers • User Network Investigation
  • 22. Copyright © 2014 KNIME.com AG 22 Network Mining: Workflow Read Data Create Empty Network Create Network Content Extract largest sub-graph Centrality Index for authority score Scatter Plots
  • 23. Copyright © 2014 KNIME.com AG 23 Network Mining: Results Dada21 Carl Bialik from the WSJ Doc Ruby
  • 24. Copyright © 2014 KNIME.com AG 24 Network Mining: Open Questions 24 • Is Carl Bialik from WSJ positive or negative about the topic? • Is dada21 positive or negative about the topic? • What shall we do marketing-wise with non- influencers such as doc Ruby?
  • 25. Copyright © 2014 KNIME.com AG 25
  • 26. Copyright © 2014 KNIME.com AG 26 Text Analytics and Network Mining: Workflow Read Data Network Mining Sentiment Analysis Joiner Scatter Plots
  • 27. Copyright © 2014 KNIME.com AG 27 Text Analytics and Network Mining: Results pNutz Carl Bialik dada21 Doc Ruby 99BottlesOfBeerInMyF WebHosting Guy Tube Steak Catbeller from the WSJ
  • 28. Copyright © 2014 KNIME.com AG 28 Text Analytics and Network Mining: Results
  • 29. Copyright © 2014 KNIME.com AG 29
  • 30. Copyright © 2014 KNIME.com AG 30 Conclusions 30 • Is Carl Bialik from WSJ is an influencer and … neutral. • Most influencers are actually neutral. • Worth it keep informed • dada21 is talking positively about each topic. Worth it to pamper him/her. • Of the negative talking users, pNutz though obnoxious, is not the main worry. Catbeller is.
  • 31. Copyright © 2014 KNIME.com AG 31 Where can I find all this? White paper, Workflows, and Data is available on the KNIME web site: http://www.knime.com/white-papers (section Social Media) https://www.knime.org/files/knime_social_media_whit e_paper.pdf
  • 32. Copyright © 2014 KNIME.com AG 32 Resources • KNIME (www.knime.org) • BLOG for news, tips and tricks(www.knime.org/blog) • FORUM for questions and answers (tech.knime.org/forum) • EXAMPLE SERVER for example workflows • LEARNING HUB (www.knime.org/learning-hub) • KNIME TV channel on • KNIME on @KNIME • KNIME on https://www.facebook.com/KNIMEanalytics 32
  • 33. Copyright © 2014 KNIME.com AG 33 Thank You Free Copy of KNIME Beginner’s Luck Book at KNIME Press https://www.knime.org/knimepress Promotion Code: ODSCLondonMeetup