Analyzing_Brand_Reputation_with_Oracle_Analytics.pdf

[email protected] www.rittmanmead.com @rittmanmead Analyzing Brand Reputation  with Oracle Analytics

[email protected] www.rittmanmead.com @rittmanmead 2 •Principal Consultant at Rittman Mead •12
years experience in BI/Analytics •Based in Trebaseleghe Venice, Italy • [email protected] • https://speakerdeck.com/barretbse Federico Venturin

[email protected] www.rittmanmead.com @rittmanmead 3 A Long Time Ago

[email protected] www.rittmanmead.com @rittmanmead 4 A Long Time Ago

[email protected] www.rittmanmead.com @rittmanmead 5 Nothing Lasts Forever

[email protected] www.rittmanmead.com @rittmanmead 6 Nothing Lasts Forever

[email protected] www.rittmanmead.com @rittmanmead 7 Why Am I Here Today? I
was raised by my parents to believe that you had a moral obligation to try and help save the world. Anne Lamott

[email protected] www.rittmanmead.com @rittmanmead 8 Why Am I Here Today?

[email protected] www.rittmanmead.com @rittmanmead 9 Brand Reputation is the perception of
the brand and how the particular brand of the company is viewed by customers, stakeholders, and the market as a whole. It is the culmination of ideas and emotions that a customer associated with the brand with the customer service experienced during the purchase of goods and services, whilst using them, and after-sales services provided by the company. — Marketing91 Brand Reputation

[email protected] www.rittmanmead.com @rittmanmead 10 The Brand

[email protected] www.rittmanmead.com @rittmanmead Collecting the Data

[email protected] www.rittmanmead.com @rittmanmead 12 Where to Collect the Data?

[email protected] www.rittmanmead.com @rittmanmead 13 What to Collect from Metacritic?

[email protected] www.rittmanmead.com @rittmanmead 14 What to Collect from Metacritic? •User
reviews for each platform

[email protected] www.rittmanmead.com @rittmanmead 15 What to Collect from Twitter?

[email protected] www.rittmanmead.com @rittmanmead •Mentions of / replies to the eFootball
o ffi cial account •Consider to exclude links 16 What to Collect from Twitter?

[email protected] www.rittmanmead.com @rittmanmead 17 •Oracle Analytics does not allow to
collect data from Metacritic and Twitter out-of-the-box How to Collect the Data?

[email protected] www.rittmanmead.com @rittmanmead 18 Collecting Data from Metacritic

[email protected] www.rittmanmead.com @rittmanmead 19 Hold Up for a Minute... I
don't know Python!!!

[email protected] www.rittmanmead.com @rittmanmead 20 Leveraging Custom Scripts in Oracle Analytics
It's all drag and drop!!!

[email protected] www.rittmanmead.com @rittmanmead 21 •Extend ML and data curation capabilities
of Oracle Analytics •Python/R scripts can be embedded in XML format and invoked from a data fl ow •Check out my blog post for more details! Custom Script Feature

[email protected] www.rittmanmead.com @rittmanmead 22 Custom Script in Action

[email protected] www.rittmanmead.com @rittmanmead 23 Sample Data from Metacritic (User Reviews)

[email protected] www.rittmanmead.com @rittmanmead 24 •Apply for a Twitter developer account
•Set up your Twitter API project and an application •Use Search Tweets v2 Collecting Data from Twitter

[email protected] www.rittmanmead.com @rittmanmead 25 •Create a twitter_keys.yaml credential fi le
•Execute the search_tweets.py application Using Search Tweets v2

[email protected] www.rittmanmead.com @rittmanmead 26 Sample Data from Twitter (Tweets)

[email protected] www.rittmanmead.com @rittmanmead 27 Sample Data from Twitter (Users)

[email protected] www.rittmanmead.com @rittmanmead Preparing and Enriching the Data

[email protected] www.rittmanmead.com @rittmanmead 29 •Use a custom script to the
detect the language of each review and fi lter out non- English ones Filtering Out Non-English Reviews

[email protected] www.rittmanmead.com @rittmanmead 30 •Add a calculated column to determine
the sentiment (Positive, Negative or Mixed) for each review using the rating information Analyzing the Sentiment (Metacritic)

[email protected] www.rittmanmead.com @rittmanmead 31 •Use the Analyze Sentiment step to
detect the sentiment (Positive, Negative or Neutral) for each tweet Analyzing the Sentiment (Twitter)

[email protected] www.rittmanmead.com @rittmanmead 32 •Use a custom script to break
text down into distinct words and count their occurences Tokenizing Reviews and Tweets

[email protected] www.rittmanmead.com @rittmanmead 33 Example: Original Tweet

[email protected] www.rittmanmead.com @rittmanmead 34 Example: Converting Text to Lowercase

[email protected] www.rittmanmead.com @rittmanmead 35 Example: Removing Punctuation

[email protected] www.rittmanmead.com @rittmanmead 36 Example: Extracting Hashtags

[email protected] www.rittmanmead.com @rittmanmead 37 Example: Extracting Account Mentions

[email protected] www.rittmanmead.com @rittmanmead 38 Example: Removing Stop Words

[email protected] www.rittmanmead.com @rittmanmead 39 Example: Output

[email protected] www.rittmanmead.com @rittmanmead 40 • As an alternative, you can
use  the Text Tokenization database  analytics function ‣ The source data must be available  in an Oracle Database ‣ Straightforward implementation ‣ Returns only top N tokens ‣ Does not handle mentions  and hashtags in tweets Tokenizing Reviews and Tweets

[email protected] www.rittmanmead.com @rittmanmead 41 The Final Datasets

[email protected] www.rittmanmead.com @rittmanmead Exploring the Data

[email protected] www.rittmanmead.com @rittmanmead 43 Global Metrics

[email protected] www.rittmanmead.com @rittmanmead 44 Global Metrics

[email protected] www.rittmanmead.com @rittmanmead 45 Mentions Over Time (Metacritic)

[email protected] www.rittmanmead.com @rittmanmead 46 Mentions Over Time

[email protected] www.rittmanmead.com @rittmanmead 47 Mentions Over Time

[email protected] www.rittmanmead.com @rittmanmead 48 Sentiment Ratio (Metacritic)

[email protected] www.rittmanmead.com @rittmanmead 49 Sentiment Ratio

[email protected] www.rittmanmead.com @rittmanmead 50 Sentiment Over Time (Metacritic)

[email protected] www.rittmanmead.com @rittmanmead 51 Sentiment Over Time

[email protected] www.rittmanmead.com @rittmanmead 52 In fl uencers

[email protected] www.rittmanmead.com @rittmanmead 53 Top 10 In fl uencers by
Tweet Count

Followers Count

Engagement

[email protected] www.rittmanmead.com @rittmanmead 56 Word Cloud

[email protected] www.rittmanmead.com @rittmanmead 57 Word Cloud

[email protected] www.rittmanmead.com @rittmanmead 58 Mentioned Users Cloud

[email protected] www.rittmanmead.com @rittmanmead 59 Hashtag Cloud

[email protected] www.rittmanmead.com @rittmanmead 60 •Interact with people and data sources
‣ Open a user pro fi le on Metacritic:  https://metacritic.com/user/${valuesForColumn:username} ‣ Open a user pro fi le on Twitter:  https://twitter.com/intent/user?user_id=${valuesForColumn:author_id} ‣ Open a tweet on Twitter:  https://twitter.com/twitter/status/${valuesForColumn:id} Leverage Data Actions

[email protected] www.rittmanmead.com @rittmanmead 61 •Automate the data gathering process •Update
the stop list with the commonly used words in the context of the brand (e.g. efootball, game, konami) •Extend the search query by including popular hashtags •Include competitors data (e.g. EA SPORTS FIFA) in the analysis •Monitor all relevant data sources What's Next?

[email protected] www.rittmanmead.com @rittmanmead Demonstration

[email protected] www.rittmanmead.com @rittmanmead 63 #EOF email   [email protected] web  
https://www.rittmanmead.com/blog twitter   @barretbse presentations   https://speakerdeck.com/barretbse

[email protected] www.rittmanmead.com @rittmanmead

Analyzing_Brand_Reputation_with_Oracle_Analytics.pdf

Analyzing_Brand_Reputation_with_Oracle_Analytics.pdf

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