The power of_mobile_and_social_data_webinar_slides_21_may2012

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The Power of Mobile and Social Data

Ravi Shankar

Sr. Director, MDM Product Marketing, Informatica

Mingsheng Hong

Field CTO – HP Vertica

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Agenda

• Megatrends

• Sentiment Analysis

• The Power of Social Data

• The Power of Mobile Data

• Q&A

Twitter: use #INFATJ or #AskINFA Webex: Q&A in Console

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3

WHERE

On-Premise

PAST

FUTURE

WHAT

Transactions

HOW

Desktops

Mobile Interactions

Secular Technology Megatrends IT is changing

Cloud

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WHERE

On-Premise

PAST

FUTURE

Cloud

WHAT

Transactions

Interactions

HOW

Desktops

Mobile

Data Integration Data is changing

Transactions

http://www.hyperion.de/

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5

Source: An IDC White Paper - sponsored by EMC. As the Economy Contracts, the Digital Universe Expands.

Relational Data

“Transactional”

Social Data

“Interactional”

The Growing Challenge: “BIG DATA” Expanding the Frontiers of Data Integration

6 HP Confidential

Sentiment Analysis – What and Why

• Automatic opinion sentiment extraction

• Use cases

–Social media marketing

–Revenue prediction

–Financial trading

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7 HP Confidential

Status Quo

• In-memory processing + batch oriented aggregation

• Rudimentary NLP techniques

• Consequences

–Noisy output

–Long latency

–Limited scalability After Iron Man, I was disappointed by the lack of

superhero action in Iron Lady.

8 HP Confidential

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9 HP Confidential

Real-Time Sentiment Analysis Solution

10 HP Confidential

Solution Architecture

Twitter Adapter

SA Engine

Twitter Adapter

Twitter Adapter

SA Engine

SA Engine

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11 HP Confidential

Word Frequency and Tag Cloud

12 HP Confidential

Finding Key Influencers

K-Core: A sub-community where each member has at

least K connections

Power of influencers

Challenging to analyze a 90M node, 405M edge

graph

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Social

The Power of Social Data

Informatica Company Confidential – Do Not Distribute

1. Challenges in Exploiting Social Data

2. Using Data Integration and Data

Management to Harness Social

Data

3. Demo – Harnessing Social Data

4. Reference Architecture for

Integrating Social Data

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Social Media Landscape

Contextual Conversation

Discover the good prospects

based on their SM profiles.

Resolve issues raised in the SM

forums.

Is the customer that we are

serving at the store a SM VIP?

Sentiment Analysis

What are people saying about

the company/product?

What are people saying about

the competition?

How effective are my

campaigns?

Presence

1

Buzz

Content

Engage

4

Context &

Decisions

Relationship Analysis

Who knows who and how strong

a relationship?

Who do we do business with and

who is points of contact?

What is the sphere of influence

for this individual?

What’s the total exposure for any

one client?

Listen

2

Analyze

3

Interactions

Entities

Relationships

3+

Content

Resolution

Who are the people involved in

the conversation?

How are they related?

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Social




2. Using Data Integration and


Data




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16

Source: RSR Research, May 2011

31%

0%

27%

38%

8%

35%

27%

62%

27%

23%

17%

17%

17%

37%

20%

37%

37%

43%

47%

27%

8%

17%

17%

25%

25%

42%

42%

42%

42%

42%

Customer loyalty is difficult to maintain

Customers know more about our value propositionthan our employees do

Competition is beating us to it

Our offer is being commoditized/We need to findnew ways to add value

We find out too late when we’ve made a mistake with product, price, etc

The effectiveness of traditional marketing channelsis diminishing

We’re missing out on customer sentiment

A website is no longer enough

We are being judged by our online/social presence

There is already a lot of social media dialog aboutus that we are not part of

Top Business Challenges Related To Social Media In Retail

Top Winners Winners Others


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17

17 50%

58%

50%

38%

35%

58%

46%

35%

54%

42%

54%

65%

52%

68%

56%

62%

65%

50%

68%

60%

70%

70%

78%

78%

78%

80%

80%

80%

89%

89%

We’d like to be seen as an authority

We want to influence shopper decisions

Getting feedback from social channels is a new demandsignal

Social media provides a new medium to bolster sales

Better insight into demand through customer sentimentanalysis

The effectiveness of our product marketing andservices is more important than ever

Getting consumers to engage more with us online

Providing more ways for consumers to connect witheach other through our brand

Identifying customer needs helps us develop newapproaches to them

More directed and intimate conversations withcustomers through social media engagement

Top Opportunities To Overcome Challenges

Top Winners Winners Others



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18

8%

11%

17%

21%

23%

25%

28%

28%

36%

43%

57%

We are wary of investing in a channel that reliesexclusively on other companies, like Facebook and Twitter

Difficulty getting IT resources for eCommerce/SocialNetworking projects

Stores are a higher technology investment priority

The marketing organization does not understand thedigital strategies we need to support eCommerce/Social…

The existing technology infrastructure is preventing usfrom moving forward

The business doesn't understand the mobile, social, orcross-channel opportunities

Budgeting - there is little capital investment available

We don’t yet know how to integrate Social Media with current CRM/loyalty and merchandising systems

We don’t know how to turn data gained from Social Media into actionable business intelligence

We don't have enough eCommerce/Social Networkingresources to manage all the available opportunities

ROI is hard to quantify

Please identify the top three (3) organizational inhibitors standing in the way of taking advantage of these opportunities:



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Social






Data




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Master Data Management

Master Data Management

Operational

Analytical

Legacy Systems

Data Warehouse

Data Marts

Portal/ Dashboard

Business Intelligence

Legacy Systems

Applications

On Premise

Cloud

Third Party Data


https://www.salesforce.com/



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Helen Q. Liman

1385 Greenwich St

San Francisco, CA

94109

Hellen Liman

1385 Greenwich St

San Francisco, CA

94109

Helen Jane Liman

Jones Consulting

275 Battery Street

San Francisco, CA

Helen O. Linman

1385 Greenwich Ave

San Francisco, CA

94109

Finance

Legacy eCommerce

Loyalty

Single Customer View Trusted, Single View of Customer Profile

Informatica MDM

Master Data

Management

Helen Jane Liman

Home Contact Info:

1385 Greenwich St

San Francisco, CA 94109

Work Contact Info:

Jones Consulting

275 Battery Street San

Francisco, CA 94111

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Reconciling Social Identity The Next Step in Identity Resolution


Enterprise Apps

Third Party Data

Cloud Apps

Social Media

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1. Reconcile Corporate Identity with Social Identity

Helen’s Corporate Identity

Helen’s Social Identity


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• Deeper understanding

of customer likes and

dislikes

2. Enrich Corporate Profile with Social Profile


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dislikes

• View social graph;

understand network of

influence



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dislikes

• View social graph;

understand network of

influence

• Track social

interactions about

product and company



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3. Power Social eCommerce


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Social






Data




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Social






Data




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Reference Architecture for Integrating Social Data

Custom

Application SIF

Match (IR)

Master Record

Facebook

App

MDM

• User grants permission to read name, gender and

email address data from Facebook to Facebook

App.

• Facebook App passes data to Custom Application.

• Custom Application invokes SIF calls to identify

and reconcile match. Passes in user identity data

(ID, various profile attributes) and relationship data

(friends). Ideally a solution built using components

of the Informatica stack.

• Partner Solution

• Pre-existing Solution

• INFA Solution

• Partner Solution Identity and

Relationship Data

Existing web

service offered

OOTB for INFA

MDM MDE.

• OAuth Action

• Permissions Grant

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Reference Architecture for Integrating Social Data

PowerExchange for

Twitter

• Pull content from Twitter

based on a set of Twitter

Handles.

Data Quality

Extract the entities and

find relationships

mentioned in the tweets.

MDM

Match (IR)

Master Record

Tweets

DW

Extracted Entities

and Relationships

Matched

Master Record

Identities

Tweet Content

Twitter

Polling Job

Twitter

Handles

Twitter

Handles SM Jobs Master Entity Data

Relationship Data

• Products

• Product Hierarchies

• Customers

• Products

Only if Twitter Handles

are available.

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Mobile

The Power of Mobile Data


1. Using Data Management to

Harness Mobile Data

2. Demo – Harnessing Mobile Data

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Mobile MDM for iPad & iPhone

• Enable the Mobile workforce

• See location-based view of the customer

• View customer Transaction and Social Data

• Configurable

• Role based access control

• Simple search

• Proximity based search

• Integrated Cleanse functions

• Hierarchy visualization

• Create, Edit and View Master Data

• Social feeds

• Transaction data


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Mobile

The Power of Mobile Data


1. Using Data Management to

Harness Mobile Data

2. Demo – Harnessing Mobile Data

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Next Steps

Download MDM Demo For future webinars, demos,

videos, whitepapers

Integrate Social Media

Into Your Apps

www.informatica.com/bigdata

www.informatica.com/mdm

www.vertica.com

Join the conversation

LinkedIn Groups:

• Informatica MDM

• Big Data Integration

• Vertica Community

http://www.informatica.com/videos/demos/1824_application_optimization_transform







http://www.informatica.com/bigdata

http://www.informatica.com/mdm

http://www.vertica.com/

http://www.linkedin.com/groups/Informatica-MDM-2858380?home=&gid=2858380&trk=anet_ug_hm

http://www.linkedin.com/groups/Big-Data-Integration-3981538?gid=3981538&trk=group-name

http://www.vertica.com/community

The power of_mobile_and_social_data_webinar_slides_21_may2012

Documents

enrich corporate

top winners

informatica

integrate

exploiting

integrating

view social

helen jane