Turning Real-Time Data in Real-Time Insight From Analyzing Key Performance Indicators to #Acting on Process Performance Indicators Turning Real-Time Data in Real-Time Insight Hans Heerooms Senior Solution Architect Information Builders

Use case Listen a bit longer …

Human Interaction Dynamics (@Joe): What a great #HouseWarming

Human Interaction Dynamics (@John): Lost my boots, but I love these #cocktails … 3 Minutes Later

Monitoring Marketing Campaigns on Social Media Classic Approach Tweet a planned interesting #oneliner with references to relevant #topics and @persons Analyze the responses (likes, retweets, favorites) for this tweet on your Twitter user account during the campaign This results in a classic KPI like approach for campaign: Before you start you more or less already decide where the data is coming from (=your Twitter @own account)

Monitoring Marketing Campaigns on Social Media Classic Approach: What do you miss By just looking only to Tweets around a single account it is hard to measure how popular the tags #oneliner and #topics are Impact of the campaign is hard to judge, as you don’t measure a change in the total number of tweets with these #hashtags People tweet about #oneliner and #topics: but where do they talk about #afterwards ? What is their context to talk about your #hashtags ?

Monitoring Marketing Campaigns on Social Media Real-Time Process Oriented Approach Social Media Conversations are ongoing and dynamic To get the best value data you have to collect data at the right moment from the right sources This will allow you to turn your Social Media campaigns in a data driven interactive process, where you can influence its progress while it happens Your indicators won’t show just the numbers at the end, but they have turned into Real-Time Process Performance indicators

Monitoring Marketing Campaigns on Social Media Real-Time Process Oriented Approach for Twitter: How ? Define a set of search words/hashtags/handles for your campaign Start listening for these search criteria and collect data Start campaign If someone reacts to an item of your search: follow this person for a few minutes an collect hashtags where he is talking about (context !) Use the incoming information, like hashtag combination information and the new hashtags coming from the context related searches to define new tweets for your campaign

Twitter Diving inside the Tweet Machine

Twitter Basics

Streaming Public API Capturing Tweets

Accessing the API Create a Twitter Application URL Consumer keys OAUTH2 Authorization

What is in the API Response ? A small Tweet is wrapped in a large package … Tweet Text Unique ID Created date Count of favorites/likes/retweets/quoted Optional Geo location In reply to information Link info Attributes of the public user info , like name, language, followers

Information Model Prepare data for getting insight * Dashed links are not hard joins but related by processing: e.g. Handle either equal to the user screen name, or part of the tweet text

Solution Architecture

Solution Architecture Components * iSM Channel GetTwitterChannel Internal Queue Tweets File: Campaign ID Streaming Twitter API Business Agent EnhanceDoc ProcessTweets MSSQL SimpleWebSite Internal Queue ApacheMQ JMS Topics Web Sockets HTML/Javascript FollowChannel

Business Agent for Streaming Twitter API

Creating a Custom Business Agent iWay tooling helps you ! Business components generally transform a message in some manner, and then pass on the message to the next component along the channel or bus. Messages are enclosed in containers called XDDocuments, which contain both the message and the state of the message. Business components can inspect, operate on, and change both the message and the state by working with the passed in XDDocument The platform offers a wizard to generate the boiler plate portions, including metadata, required for the component Additional : Twitter4J twitter API binding Java library (http://twitter4j.org/)

Custom Business Agent Streaming Twitter API Properties metadata definition (=Dialog text in iiT)

Custom Business Agent Streaming Twitter API Passing Parameters

Custom Business Agent Streaming Twitter API Instantiating a streaming listener

iWay Service Manager Process Flows

Process Flow: GetTwitterStream

Process Flow Build Doc Extensions

Process Flow: ProcessTweets

Process Flow: FollowRespondee

WebFOCUS Business Intelligence

WebFOCUS BUE Dashboard What Do People Say about Big Data

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