Aula 7 18042013

Sistemas de Informação para Indústria© António Grilo 2013Departamento de Engenharia Mecânica e Industrial

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Class 7Social Networks and Web

Analytics

Sistemas de Informaçãopara a Indústria

António GriloProf. Auxiliar FCT-UNL

Joaquim FonsecaPh.D. Student


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Social networks and Web analytics


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Social networks and Web analytics

1. Why WEB matters?

2. Social networks

3. WEB analytics

4. Web Competitive Intelligence


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Why WEB matters?

2000 2001 2002 2003 2004 2005 2007 2008 2009 20100%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%Internet usage in USA

% of total population

Year

Source: http://www.internetworldstats.com/am/us.htm


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Why WEB matters

Source: http://www.pordata.pt


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Why WEB matters

According to McKinsey:

There are more than 1.500.000.000 social network users…

…which make up to 80% of total internet users. 70% of companies use social networks 90% recognize the benefit Workers spend 28 hours every week writing emails,

searching information, and collaborating internally.

Source: The social economy: Unlocking value and productivity trough social networks, McKinsey July 2012


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Why WEB matters

The internet has approx. 50 billion webpages.

Source: http://www.worldwidewebsize.com/


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Why WEB matters

Knowledge and insights


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Why WEB matters

Source: www.emarketer.com - Ecommerce Sales Topped $1 Trillion for First Time in 2012

In 2012 B2C e-commerce had an estimated value of:

$ 1 trillion.

and growing…


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Why WEB matters

Source: The social economy: Unlocking value and productivity trough social networks, McKinsey July 2012

According to McKinsey:

900 to 1.300 billion dollars potencial on social networks:

• 1/3 of users preferences can be influenced.

• 2x communication effectiveness inside the organization.

• 20-25% increase in knowledge worker productivity.


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Why WEB matters

Why WEB matters?

• Large audience.

• Vast source of data, information and knowledge.

• Value:• Market.• Process efficiency.• Knowledge.


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Social networks


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Social networks

Definitions

Value

Proposes

Insights

Efficiency


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Social networks

Definitions:

- Social media is a group of platforms and tools that users employ to share information, photos, videos, and other contents.

(Turban and Lai, 2011)

- Social technologies are “products and services that enable social interactions in the digital realm and provide distributed rights to communicate and add, modify, or consume content. They include social media, Web 2.0, and enterprise collaboration technologies.”

(Capturing business value with social technologies McKinsey Quarterly, November 2012)


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Social networks

Platforms used by companies using social networks:

Source: Social marketing industry report: How maketers are using social to grow their business, Stelzner MA, 2012


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Social networks

Value:

• Increased financial performance and market share.

(Bughin J., byers A.H., and Chui M., 2011)

• Decreased marketing costs.

• Quick information spread and greater reach.

(Kirtis A.K. and Karaham F., 2011)

• Direct company-customer communication channel.

• Customer insights.


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Social networks

Propose

Marketing

Customers relationship

Direct communication channel Active response to events

Insights


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Social networks

Marketing:

Adds Official pages Campaigns Promotions


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Social networks


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Social networks

Location

Age

Gender

Interests

Connections

Audience


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Social networks


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Social networks

Direct communication channel Active response to events


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Social networks

Insights


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Social networks

Publications User engagment

Efficiency – DEA How can organizations measure efficiency on social

networks?


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Social networks

Using DEA (Data Envelopment Analysis) input to output efficiency can be measure.

Source: Avaliação da eficiência das empresas na utilização das redes sociais digitais:Data Envelopment Analysis aplicada ao Facebook, Mafalda Pinheiro, 2012

...


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Social networks

Using DEA (Data Envelopment Analysis) input to output efficiency can be measure.


...


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Social networks


Also, target input can be defined and benchmarks identified.


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WEB analytics


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WEB analytics

Objectives

Sentiment analysis

User behavior

Knowledge search


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WEB analytics

Objectives

Collecting useful insights to support decision making.

Insights can be:

Customers preferences and interests. Strong and weak analysis. Competition comparison. Web navigation optimization. Better product and communication strategies, …


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WEB analytics

Sentiment Analysis

Analysing subjective and unstructure text to extract sentiment towards a subject.

Due to large amounts of data, human interpreation is not feasible.

More or less complex algorithms.

Low efficiency.


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WEB analytics


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WEB analytics


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WEB analytics

User behavior


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WEB analytics

User behavior


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WEB analytics

Knowledge and insights


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WEB competitive intelligence


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Concept.

Framework.

Value: Competitive Intelligence. Functional.

Case Study: public tenders in Diário da República.


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WEB


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ONTOLOGY BASED STORAGE


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Competitive Intelligence Value

• Market characterization.• Competitors characterization.• Monitoring competitors activities.• Organization’s performance evaluation.• Core business vs secundary business.• Market tendencies.• Business volume previsions.• Strategic shifts evaluation.• Consumers’ sentiment analysis.


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Functional Value

• Suppression of search activities.• Automation of internal processes.• Increases availability for added value tasks.• Information flow efficiency.• Data standardization.


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Programed in Visual Basic.

Developement process supported with Chrome and Protégé.

2010, 2011 e until May 2012 data collection.

15,432 valid instances.

20000 (aprox.) collected documents.

Autonomous and continuos operation.


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Análise de dados...


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Documents

Aula 7 18042013