1. 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

2. Use case
Listen a bit longer …

3. Human Interaction Dynamics
What a great #HouseWarming

4. Human Interaction Dynamics
Lost my boots, but I love these #cocktails
… 3 Minutes Later

5. Monitoring Marketing Campaigns on Social Media
Classic Approach
Tweet a planned interesting #oneliner with references to relevant #topics
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 account)

6. 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 ?

7. 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

8. 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

9. Twitter
Diving inside the Tweet Machine

10. Twitter Basics

11. Streaming Public API
Capturing Tweets

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

13. 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

14. 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

15. Solution Architecture

16. 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

17. Business Agent for Streaming Twitter API

18. 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 (

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

20. Custom Business Agent Streaming Twitter API
Passing Parameters

21. Custom Business Agent Streaming Twitter API
Instantiating a streaming listener

22. iWay Service Manager Process Flows

23. Process Flow: GetTwitterStream

24. Process Flow Build Doc Extensions

25. Process Flow: ProcessTweets

26. Process Flow: FollowRespondee

27. WebFOCUS Business Intelligence

28. WebFOCUS BUE Dashboard
What Do People Say about Big Data

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