Slide share version of presentation prepared by Pavel Dolezal, Keboola for General Assembly event during Social Media Week London 2015

1. GA Social Data
become data driven
from Social data
@Pabu01
@GA_London
@Keboola

2. With General Assembly
and #smwldn
https://goo.gl/B0dsh5
@pabu01 #keboola
@ga_london

4. Pavel Dolezal - Some history
Ataxo - 15.000 clients / 4 countries
Ataxo Social Insider - acquired by SocialBakers -
Twttr history, FB, etc. listening
joined Keboola to work on $ to data
@pabu01 #keboola
@ga_london

5. @pabu01 #keboola
@ga_london
Two things for the presentation:
- Go Wide - take down the data silos across the organization
& try to get whole customer journey view. From Ads
through conversions to support tickets
- Go Deep - it is possible today to easily and cheaply to
analyze even unstructured text using ML apps = abstract
the meaning

6. Questions
Data
Context
Questions - to start with data you NEED to have questions. Without
question you can’t set up tests, you don’t know what data to look at.
Data - thanks to cloud technologies it is easy, fast and cheap to get
together data from different source and make it available to
business users for exploration via self serving BI tools and even
apply machine learning algorithms via AppStore
Context - you have unique understanding of your environment, time
and value to apply the results into business. No machine can do that.

7. 1

8. Social is conversation !
1to1 - you can analyse
the conversation
yourself :)
Many2Many
It is hard to keep track
of thousands of
conversations and
abstract meaning. This
is where you need to
apply Machine Learning
and things like Natural
Language Processing

9. Meta Metrics
Likes
Reach, etc.
Social Listening
Good for content management , but where is $$$ ???
@pabu01 #keboola
@ga_london
Historically it used to be almost impossible to understand the meaning of unstructured
text in a reliable and inexpensive way. So we as an industry have reverted to vanity
metrics. They are great for content management curation, but don’t connect with
business and their KPIs, so we were disconnected, business didn’t “understand” the
value of social…..

11. Times are changing
I. Lead gen
multichannel cost attribution ,but you’re missing the
important part - the conversation
II. Bring structure and analyse
History -hire data scientist, CAPEX servers, take 3-6 months
and get one off insight
@pabu01 #keboola
@ga_london
Today you can attribute the leads from different channels, including social (check out Gartner’s article: http:
//goo.gl/GL5vNj ) But you loose the best part of social - the conversations and its meaning. Basically you give
up everything that happens before the click out of social
Or you can use tools that help you to apply ML into unstructured conversation and schedule the whole
process so you actually have results every day and integrated into your daily routines and decission
processes….

12. Lead gen
Like virtual mobile company Gorila Mobil did and gained 150.000
subscribers in 4 months and sold their company to O2 in 7m for 35x
ROI - pic) read more: http://goo.gl/tzUOOs

14. Bring structure and analyse - go deep

15. Hotels - story
We have an international hotel franchise.
You do a marketing and sell leads to your franchises.
When you try to decide which event to target and you look only to your hard data
(accounting, etc.) you know about your customers:
WHAT they buy & HOW MUCH.
But you don’t know WHO they are and WHY they come….you miss what they talk
about and how has the group developed socially from the last time the event took
place @pabu01 #keboola
@ga_london

17. So you know that CominCon attendees were nerds and you know they didn’t spend too
much and didn’t talk to people...so you might make the wrong decision not to target the
event and it’s attendees for your hotel….
@pabu01 #keboola
@ga_london

18. But you missed the history...the
group of nerds has changed and
today it’s the most affluent and coo
group you might target for your
hotel :)

19. Events
Facebook/Twitter texts/discussion
- frequency
- NLP (ML, self learning algorithms)
- profiles
- feedback forms
=> targeting
HARD ???
What you did
@pabu01 #keboola
@ga_london
In order to conduct analyses like that you needed to go through all of the above steps.
Historically it was almost impossible to do this in a repetitive manner within reasonable
cost and make the results accessible to all the business users on daily bases….

20. 2

21. Live presentation
During this part I was showing live how you
actually:
- get the data inside Keboola Connection
- blend it easily together
- apply NLP through one of the apps in our
appstore from Geneea.com
- analyze the results real time using Tableau
@pabu01 #keboola
@ga_london

23. Data
Integration
platform
Machine
Learning App
doing NLP

25. Live demo
For the purpose of this presentation I
embedded video which shows
Keboola Connection, data extraction
and integration and writing of the
results into GoodData.
More videos, like integration with
Tableau can be found at: https://goo.
gl/k36aQX

26. Tools we used:
Keboola Connection
Geneea app
Self service GoodData/Tableau
I showed a real case with Avast.com data. It took
us
1 day & 1.000 pounds to produce.
@pabu01 #keboola
@ga_london

27. More...
More of the examples and real world case
studies will be published in the coming ebook…
If you are interested, please e-mail me pavel.
dolezal@keboola.com or Twitter @pabu01

28. 3

29. How To ?
★ Know WHAT you want to achieve
★ Data Sources
★ Bring $ (UK =£ :) into Social
★ Right Tools to consume
@pabu01 #keboola
@ga_london

30. Know WHAT you want to achieve
Right KPIs that are not just content driven, but business
driven - who’s responsible?
Best Case Scenario:
Have them aligned /w department heads and C level = driven
by data has to go across departments
@pabu01 #keboola
@ga_london

31. Data Sources
Social:
- channels and meta metrics
- unstructured conversations into structure -> £
Advertising data
ClickStream Data
CRM
HelpDesk
ERP - logistics, claims, returns of goods, etc.
@pabu01 #keboola
@ga_london

32. @pabu01 #keboola
@ga_london

33. Bring £££/$$$ into Social
Business run to make money,
CF is like blood and the best
and the easiest way to achieve
something is to assign $ value
to it.
Work with business and
finance.
@pabu01 #keboola
@ga_london

34. Tools
When you really want your company to become data driven you have to choose the right tools
where/how/when/to whom to display the data. We believe that there is not a single tool for every use and we see
more heterogenous data environment which is possible thanks to cloud data integration.

35. @pabu01 #keboola
@ga_london

36. @pabu01 #keboola
@ga_london
Clevermaps.cz is a great tool for displaying information which is natively connected
with geo like sales/social conversations/demographics within a certain area

37. Democratize Data
Self Serv - make it easy for people to sort through data
Share!!!!!!! - make it part of daily conversations, KPIs, etc.
Orchestrate!!! - make it repeatable. Not just one off efforts :)
When everyone within the org makes 1.000pounds a month
extra = you can double the profit… (Keboola customers:
McPen, Slevomat, Bata, ZenDesk, etc.)
@pabu01 #keboola
@ga_london

38. How to start
How you can start and how much it costs:
1. Discovery - Q&A - make sure your vendor understands your
problems and current situation
2. POC 4-10 MDs - before you commit to certain technology, set up
a short and cheap proof of concept so you can actually “touch it”
3. I/ phase up to one month - the first phase of implementation
shouldn’t be longer than 1-2 months otherwise you loos the
internal momentum @pabu01 #keboola
@ga_london

39. S

41. Deep Wide
$$$
GO:
Bring:

42. Qs
Do we need to be programmers?
No, you should choose someone to help you with onboarding though and he should
know/learn basics of SQL. Some great resources ( www.codeschool.org , www.
sqlteaching.com )
Do we need you to do it ?
Not at all. Our philosophy is that we really want to enable our clients to do it
themselves or with the help of right implementation / consultancy partner. We can help
you to find the right one.
@pabu01 #keboola
@ga_london

43. Qs
How can I learn this on my own?
Some of the SQL resources are above. It takes just couple of hours. We will also do some
workshops and courses. So, please, keep looking at @pabu01 @keboola or e-mail me
pavel.dolezal@keboola.com for more info on that :) Also, check out our activity with
@datagirls
We have our own ML and would love to put it on top of the
process.
Perfect! Keboola Connection enables you to write your own R scripts or take your
algorithms, wrap it up in Docker ( see how: http://goo.gl/jg0HEJ ) and make it part of
our AppStore for other customers as well.
@pabu01 #keboola
@ga_london

44. Qs
We have our own reporting, do we have to switch to Tableau
or GoodData ?
Nope...our philosophy is NO VENDOR LOCK IN!!!! So, as you can easily take all of the
data and transformations you have created using Keboola, we are also very keen on
bringing in new technologies for you to consume the data. Lately we have added SAS
Visual Analytics, working on YellowFin, Chartio, Periscope, Qlikview, etc.
It usually takes us just couple of man days to connect new software, so if you need it for
you project, we will try to make everything possible to help you :)
@pabu01 #keboola
@ga_london
For more info, pleas take a look at wiki.keboola.com or info@keboola.com
Have a great day :))))))

45. Also...
I am preparing an ebook and if there is enough
interest I will prepare webinars and on site
workshops in London, Prague, NYC and
Vancouver.
If you are interested, please e-mail me pavel.
dolezal@keboola.com or Twitter @pabu01

46. Back Up Slides
More examples of dashboards from advertising world...
@pabu01 #keboola
@ga_london

49. Compare
DoubleClick &
Google Analytics

50. Compare
Paid & Organic
Facebook