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Knime customer intelligence on social media odsc london

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Knime customer intelligence on social media odsc london

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Knime customer intelligence on social media odsc london

  1. 1. Copyright © 2015 KNIME.com AG Customer Intelligence on Social Media Rosaria Silipo KNIME.com AG
  2. 2. Copyright © 2014 KNIME.com AG 2
  3. 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. 4. Copyright © 2014 KNIME.com AG 4 KNIME Analytics Platform 4
  5. 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. 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. 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. 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. 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. 10. Copyright © 2014 KNIME.com AG 10
  11. 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. 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. 13. Copyright © 2014 KNIME.com AG 13
  14. 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. 15. Copyright © 2014 KNIME.com AG 15
  16. 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. 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. 18. Copyright © 2014 KNIME.com AG 18 Text Analytics: Results Most negative user pNutz Most positive and most talkative user dada21
  19. 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. 20. Copyright © 2014 KNIME.com AG 20
  21. 21. Copyright © 2014 KNIME.com AG 21 Network Mining: Options • User Interaction Graph • Influencers vs. Followers • User Network Investigation
  22. 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. 23. Copyright © 2014 KNIME.com AG 23 Network Mining: Results Dada21 Carl Bialik from the WSJ Doc Ruby
  24. 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. 25. Copyright © 2014 KNIME.com AG 25
  26. 26. Copyright © 2014 KNIME.com AG 26 Text Analytics and Network Mining: Workflow Read Data Network Mining Sentiment Analysis Joiner Scatter Plots
  27. 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. 28. Copyright © 2014 KNIME.com AG 28 Text Analytics and Network Mining: Results
  29. 29. Copyright © 2014 KNIME.com AG 29
  30. 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. 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. 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. 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
  • haytastan

    Mar. 16, 2018

Knime customer intelligence on social media odsc london

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