1 Social Computing and Big Data Analytics 社群運算與大數據分析Tamkang University Social Computing and Big Data Analytics 社群運算與大數據分析 Tamkang University Social Media Marketing Analytics (社群媒體行銷分析) 1042SCBDA08 MIS MBA (M2226) (8628) Wed, 8,9, (15:10-17:00) (B309) Min-Yuh Day 戴敏育 Assistant Professor 專任助理教授 Dept. of Information Management, Tamkang University 淡江大學 資訊管理學系 tku.edu.tw/myday/
2 課程大綱 (Syllabus) 週次 (Week) 日期 (Date) 內容 (Subject/Topics) /02/17 Course Orientation for Social Computing and Big Data Analytics (社群運算與大數據分析課程介紹) /02/24 Data Science and Big Data Analytics: Discovering, Analyzing, Visualizing and Presenting Data (資料科學與大數據分析： 探索、分析、視覺化與呈現資料) /03/02 Fundamental Big Data: MapReduce Paradigm, Hadoop and Spark Ecosystem (大數據基礎：MapReduce典範、 Hadoop與Spark生態系統)
3 課程大綱 (Syllabus) 週次 (Week) 日期 (Date) 內容 (Subject/Topics) /03/09 Big Data Processing Platforms with SMACK: Spark, Mesos, Akka, Cassandra and Kafka (大數據處理平台SMACK： Spark, Mesos, Akka, Cassandra, Kafka) /03/16 Big Data Analytics with Numpy in Python (Python Numpy 大數據分析) /03/23 Finance Big Data Analytics with Pandas in Python (Python Pandas 財務大數據分析) /03/30 Text Mining Techniques and Natural Language Processing (文字探勘分析技術與自然語言處理) /04/06 Off-campus study (教學行政觀摩日)
4 課程大綱 (Syllabus) 週次 (Week) 日期 (Date) 內容 (Subject/Topics) /04/13 Social Media Marketing Analytics (社群媒體行銷分析) /04/20 期中報告 (Midterm Project Report) /04/27 Deep Learning with Theano and Keras in Python (Python Theano 和 Keras 深度學習) /05/04 Deep Learning with Google TensorFlow (Google TensorFlow 深度學習) /05/11 Sentiment Analysis on Social Media with Deep Learning (深度學習社群媒體情感分析)
5 課程大綱 (Syllabus) 週次 (Week) 日期 (Date) 內容 (Subject/Topics) /05/18 Social Network Analysis (社會網絡分析) /05/25 Measurements of Social Network (社會網絡量測) /06/01 Tools of Social Network Analysis (社會網絡分析工具) /06/08 Final Project Presentation I (期末報告 I) /06/15 Final Project Presentation II (期末報告 II)
6 Social Media Marketing Analytics
7 Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Chuck Hemann and Ken Burbary, Que. 2013 Source:
8 Consumer Psychology and Behavior on Social Media
9 How consumers think, feel, and actSource: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
10 Analyzing Consumer MarketsThe aim of marketing is to meet and satisfy target customers’ needs and wants better than competitors. Marketers must have a thorough understanding of how consumers think, feel, and act and offer clear value to each and every target consumer. Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
11 Customer Perceived Value, Customer Satisfaction, and LoyaltyCustomer Perceived Performance Customer Perceived Value Customer Satisfaction Customer Loyalty Customer Expectations Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
12 Social Media Marketing AnalyticsSocial Media Listening Search Analytics Content Analytics Social Media Listening Search Analytics Content Analytics Engagement Analytics Engagement Analytics Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
13 The Convergence of Paid, Owned & Earned MediaPromoted Brand Content Paid Media Traditional Ads Owned Media Corporate Ads Converged Media Sponsored Customer Brands that ask for shared Press Coverage Earned Media Organic Source: “The Converged Media Imperative: How Brands Will Combine Paid, Owned and Earned Media”, Altimeter Group, July 19, 2012)
14 Converged Media Top 11 Success CriteriaSocial Listening / Analysis of Crowd Source: “The Converged Media Imperative: How Brands Will Combine Paid, Owned and Earned Media”, Altimeter Group, July 19, 2012)
15 Content Tool Stack HierarchySource: Rebecca Lieb, "Content marketing in research, not predictions", December 16, 2014
16 Competitive IntelligenceGather competitive intelligence data Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
17 Google Alexa Compete Which audience segments are competitors reaching that you are not? What keywords are successful for your competitors? What sources are driving traffic to your competitors’ websites? Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
18 Competitive IntelligenceFacebook competitive analysis Facebook content analysis YouTube competitive analysis YouTube channel analysis Twitter profile analysis Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
19 Web Analytics (Clickstream)Content Analytics Mobile Analytics Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
20 Mobile Analytics Where is my mobile traffic coming from?What content are mobile users most interested in? How is my mobile app being used? What’s working? What isn’t? Which mobile platforms work best with my site? How does mobile user’s engagement with my site compare to traditional web users’ engagement? Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
21 Identifying a Social Media Listening ToolData Capture Spam Prevention Integration with Other Data Sources Cost Mobile Capability API Access Consistent User Interface Workflow Functionality Historical Data Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
22 Search Analytics Free Tools for Collecting Insights ThroughSearch Data Google Trends YouTube Trends The Google AdWords Keyword Tool Yahoo! Clues Paid Tools for Collecting Insights Through Search Data The BrightEdge SEO Platform Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
23 Owned Social Metrics Facebook page Twitter account YouTube channelSource: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
24 Own Social Media Metrics: FacebookTotal likes Reach Organic Paid reach Viral reach Engaged users People taking about this (PTAT) Likes, comments, and shares by post Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
25 Own Social Media Metrics: TwitterFollowers Retweets Replies Clicks and click-through rate (CTR) Impressions Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
26 Own Social Media Metrics: YouTubeViews Subscribers Likes/dislikes Comments Favorites Sharing Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
27 Own Social Media Metrics: SlideShareFollowers Views Comments Shares Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
28 Own Social Media Metrics: PinterestFollowers Number of boards Number of pins Likes Repins Comments Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
29 Own Social Media Metrics: Google+Number of people who have an account circled +1s Comments Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
30 Earned Social Media MetricsEarned conversations In-network conversations Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
31 Earned Social Media Metrics: Earned conversationsShare of voice Share of conversation Sentiment Message resonance Overall conversation volume Source: Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
32 Demystifying Web Data Visits Unique page views Bounce ratePages per visit Traffic sources Conversion Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
33 Searching for the Right MetricsPaid Searches Organic Searches Searching for the Right Metrics Paid Searches Organic Searches Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
34 Paid Searches Impressions Clicks Click-through rate (CTR)Cost per click (CPC) Impression share Sales or revenue per click Average position Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
35 Organic Searches Known and unknown keywordsKnown and unknown branded keywords Total visits Total conversions from known keywords Average search position Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
36 Aligning Digital and Traditional AnalyticsPrimary Research Brand reputation Message resonance Executive reputation Advertising performance Traditional Media Monitoring Traditional CRM Data Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
37 Social Media Listening EvolutionLocation of conversations Sentiment Key message penetration Social Media Listening Evolution Location of conversations Sentiment Key message penetration Key influencers Key influencers Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
38 Social Analytics Lifecycle (5 Stages)1. Discover 2. Analyze 3. Segment 4. Strategy Social Analytics Lifecycle (5 Stages) Discover Analyze Segment Strategize Execute 5. Execution Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
39 Social Analytics Lifecycle (5 Stages)1. Discover 1. Discover 2. Analyze Social Web (blogs, social networks, forums/message boards, Video/phone sharing) 3. Segment 4. Strategy Social Analytics Lifecycle (5 Stages) Discover Analyze Segment Strategize Execute 5. Execution Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
40 Social Analytics Lifecycle (5 Stages)1. Discover Social Web (blogs, social networks, forums/message boards, Video/phone sharing) 2. Analyze Distill relevant signal from social noise 3. Segment 4. Strategy Social Analytics Lifecycle (5 Stages) Discover Analyze Segment Strategize Execute 5. Execution Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
41 Social Analytics Lifecycle (5 Stages)1. Discover Social Web (blogs, social networks, forums/message boards, Video/phone sharing) 2. Analyze Distill relevant signal from social noise Data Segmentation (Filter, Group, Tag, Assign) 3. Segment Strategic Planning Corps Communication Customer Care 4. Strategy Social Analytics Lifecycle (5 Stages) Discover Analyze Segment Strategize Execute Product Development Marketing & Advertising Sales 5. Execution Strategic Tactical Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
42 Social Analytics Lifecycle (5 Stages)1. Discover Social Web (blogs, social networks, forums/message boards, Video/phone sharing) 2. Analyze Distill relevant signal from social noise Data Segmentation (Filter, Group, Tag, Assign) 3. Segment 4. Strategy Social Analytics Lifecycle (5 Stages) Discover Analyze Segment Strategize Execute Insights drive focused business strategies 5. Execution Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
43 Social Analytics Lifecycle (5 Stages)1. Discover Social Web (blogs, social networks, forums/message boards, Video/phone sharing) 2. Analyze Distill relevant signal from social noise Data Segmentation (Filter, Group, Tag, Assign) 3. Segment 4. Strategy Social Analytics Lifecycle (5 Stages) Discover Analyze Segment Strategize Execute Insights drive focused business strategies Campaigns Innovation Future Direction Reputation Management Customer Satisfaction Improvements 5. Execution CRM Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
44 Social Analytics Lifecycle (5 Stages)1. Discover Social Web (blogs, social networks, forums/message boards, Video/phone sharing) 2. Analyze Distill relevant signal from social noise Data Segmentation (Filter, Group, Tag, Assign) 3. Segment 4. Strategy Social Analytics Lifecycle (5 Stages) Discover Analyze Segment Strategize Execute Insights drive focused business strategies Campaigns Innovation Future Direction Reputation Management Customer Satisfaction Improvements 5. Execution CRM Source: Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013
45 How consumers think, feel, and actSource: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
46 Emotions Love Anger Joy Sadness Surprise FearSource: Bing Liu (2011) , “Web Data Mining: Exploring Hyperlinks, Contents, and Usage Data,” Springer, 2nd Edition,
47 Maslow’s Hierarchy of NeedsSource: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
48 Maslow’s hierarchy of human needs (Maslow, 1943)Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2nd Edition, Sage
49 Maslow’s Hierarchy of NeedsSource:
50 Social Media Hierarchy of NeedsSource:
51 Social Media Hierarchy of NeedsSource:
52 The Social Feedback Cycle Consumer Behavior on Social MediaMarketer-Generated User-Generated Form Opinion Use Talk Awareness Consideration Purchase Source: Evans et al. (2010), Social Media Marketing: The Next Generation of Business Engagement
53 The New Customer Influence PathAwareness Consideration Purchase Source: Evans et al. (2010), Social Media Marketing: The Next Generation of Business Engagement
54 Example of Opinion: review segment on iPhone“I bought an iPhone a few days ago. It was such a nice phone. The touch screen was really cool. The voice quality was clear too. However, my mother was mad with me as I did not tell her before I bought it. She also thought the phone was too expensive, and wanted me to return it to the shop. … ” Source: Bing Liu (2011) , “Web Data Mining: Exploring Hyperlinks, Contents, and Usage Data,” Springer, 2nd Edition,
55 Example of Opinion: review segment on iPhone“(1) I bought an iPhone a few days ago. (2) It was such a nice phone. (3) The touch screen was really cool. (4) The voice quality was clear too. (5) However, my mother was mad with me as I did not tell her before I bought it. (6) She also thought the phone was too expensive, and wanted me to return it to the shop. … ” +Positive Opinion -Negative Opinion Source: Bing Liu (2011) , “Web Data Mining: Exploring Hyperlinks, Contents, and Usage Data,” Springer, 2nd Edition,
56 Attensity: Track social sentiment across brands and competitors
57 Sentiment Analysis vs. Subjectivity AnalysisPositive Subjective Negative Neutral Objective
58 Example of SentiWordNetPOS ID PosScore NegScore SynsetTerms Gloss a beautiful#1 delighting the senses or exciting intellectual or emotional admiration; "a beautiful child"; "beautiful country"; "a beautiful painting"; "a beautiful theory"; "a beautiful party“ a best#1 (superlative of `good') having the most positive qualities; "the best film of the year"; "the best solution"; "the best time for planting"; "wore his best suit“ r unhappily#2 sadly#1 in an unfortunate way; "sadly he died before he could see his grandchild“ r woefully#1 sadly#3 lamentably#1 deplorably#1 in an unfortunate or deplorable manner; "he was sadly neglected"; "it was woefully inadequate“ r sadly#2 with sadness; in a sad manner; "`She died last night,' he said sadly"
59 References Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que. 2013