Knime customer intelligence on social media odsc london

1. Copyright © 2015 KNIME.com AG
Customer Intelligence on Social
Media
Rosaria Silipo
KNIME.com AG

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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
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KNIME Analytics Platform
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NODES perform tasks on data
Nodes are combined to create
WORKFLOWS
Status
Visual KNIME Workflows
Inputs Outputs
Not Configured
Idle
Executed
Error

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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
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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
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Top in User Satisfaction
2012 & 2013 Rexer Analytics Survey
Users who know KNIME love it!
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Open Source
Overall

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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!

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The Problem
A major European Telco
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• 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

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The Data
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• 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

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The Politics Group in the Slashdot DataSet
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• 24 000 non anonymous users
• 496 posts
• 140 000 comments
• Most posts have around 200 comments

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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.

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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

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Text Analytics: Results
Most negative
user pNutz
Most positive
and most
talkative user
dada21

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Text Analytics: Open Questions
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• Is dada21 an influencer?
• Is pNutz an influencer?
• Shall we take marketing actions about any of
them?

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Network Mining: Options
• User Interaction Graph
• Influencers vs. Followers
• User Network Investigation

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Network Mining: Workflow
Read Data
Create Empty
Network
Create
Network
Content
Extract
largest
sub-graph
Centrality Index for
authority score
Scatter Plots

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Network Mining: Results
Dada21
Carl Bialik from the WSJ
Doc Ruby

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Network Mining: Open Questions
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• 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?

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Text Analytics and Network Mining: Workflow
Read Data
Network Mining
Sentiment Analysis
Joiner
Scatter Plots

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Text Analytics and Network Mining: Results
pNutz
Carl Bialik
dada21
Doc Ruby
99BottlesOfBeerInMyF
WebHosting Guy
Tube Steak
Catbeller
from the WSJ

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Text Analytics and Network Mining: Results

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Conclusions
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• 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.

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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

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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
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Thank You
Free Copy of KNIME Beginner’s Luck Book
at KNIME Press
https://www.knime.org/knimepress
Promotion Code:
ODSCLondonMeetup