Webinar: How to Create More Effective Storytelling by Leveraging Data

August 25 at 5PM BST/11 AM CDT/9 AM PST

Presenter: Anees Merchant, Blueocean Market Intelligence, Senior Vice President – Digital

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Today Business Intelligence plays an essential role in understanding the target market and the positioning of the products, services and the competition in this market place. Thanks to the latest advances in technology, companies have access to an increasing quantity of data, most of which are unstructured. Moreover, new streams of information such as microblogs and twitter offer unique opportunities to understand current and prospective customers’ behaviour. Leveraging and making sense of this new business world is essential to keep up with competitors and managers need to be aware of the potential encompassed by new and multiple streams of information.

Data Analytics, particularly in the context of Big Data, has become the ‘Mantra’ for the new genre of Data Scientists. It helps organisations to gain insights into their data, and helps them mine for Business Intelligence. Similarly Sentiment Miningrepresents another valuable source of business intelligence and provides the capacity to identify and extract subjective information in source materials.

This conference jointly and severally presents Data Analytics and Sentiment Mining. We explore how data analytics impacts businesses, also considering its connections with predictive analytics and the new area of real-time analytics. We then focus on the foundations of sentiment mining and some of its applications. The conference features presentations by subject experts as well as case studies; there are also interactive panels for attendees to engage with the presenters and bring their issues to the panellists.

High quality speakers’ presentations and panel discussions make this the perfect opportunity for both new-comers and experts. The conference is characterised by a compact format: a single track, one-day event covering two important information sources for business intelligence. As a consequence, the event not only provides attendees with the opportunity to learn more with less time out of the office, but it also offers a more varied networking experience.

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  • Programme
    9:00 -
    Introduction and Welcome
    Plenary Keynote: From Enterprise Service Management to DevOps for Operations
    JP Morgenthal is a Global Solutions Executive, CSC.

    Enterprise Service Management is an aged practice that emerged around the formalization of IT as a business operational concern. The tenets and best practices surrounding ESM have formed organically over time as businesses have needed to deliver support for the rapidly expanding role of Information Technology. It essentially represents a reactive activity of the business attempting to formulate an aggregate view of IT assets and better manage them for the business. The focus has been managing the resource versus supporting the business and, thus, is an extension of IT being a hurdle to achieving business agility versus enabling business agility if not the direct cause.

    ESM needs a reboot. As a factor of IT Transformation and Digital Transformation, IT no longer stands alone—or at least in a modern workplace it should not stand alone—it is the hub through which all other business services will see their efforts delivered. Marketing requires large-scale data analytics and webscale support for customer and partner access. Finance needs 360 degree views of how money is flowing through the business inclusive of unintended consequential impacts. For example, a Human Resources travel policy becomes responsible for increasing travel costs. These business activities are connected to availability of network, data, systems and service across the business. Hence, the business needs the ability to control flow into and out of the hub.

    The next incarnation of ESM is DevOps for Operations Management. It is all about leveraging a common set of tools and practices to deliver continuous delivery focused on operations management. This includes all aspects of managing, communications, automation, reporting, and monitoring. It's all about operating IT in an era where everything is software and programmable.

    This session will explore the impact of the API economy and a growing software-defined infrastructure on the next generation of IT operations and how to prepare for the forthcoming changes.

    Short introduction by the sponsors


    How Data Analytics Is Positively Impacting the World Economy One Company at a Time

    Bill Harvey, Co-Founder and Strategic Advisor, TiVo Research / TRA and Henry Laura, SVP, Agency Sales, TiVo Research

    • The direct name/address matching of multimillions of homes behind privacy firewalls has now made possible more than a doubling of the sales effects of marketing for some leading edge advertisers.
    • This is that story, and how to reproduce and exceed its effects for your own company and your clients’ companies.
      • Case studies of what was done and what the results were.
      • Generalized learnings.
      • Methodological recommendations.
    • From the inventor of the TRA method now used by the largest research, data, and analytics companies in the world.
    The INFORMS Analytics Maturity Model: Developing an Analytics Program to Realize Your Business Objectives

    Aaron Burciaga, INFORMS
    Business success nowadays is increasingly dependent on the collection of important data, even Big Data, and the application of business analytics that provide maximum advantage from that data. How well do you and your organization use analytics? What are the key ways you can improve? In this presentation, Aaron Burciaga, chair of the committee that created the INFORMS Analytics Maturity Model, will explain how you can do a penetrating self-assessment, plan improvements, set a timeline, and obtain any assistance you’ll need to achieve the highest level of analytics maturity.

    CASE STUDY: Data Science empowering Commerce Experiences at Scale

    Ashok Ramani, Product Lead, Data Innovation @ eBay

    Commerce is at an inflection point where customers expect better and easier experiences across multiple channels and devices. This presentation describes eBay's data innovations that deliver personalized and trusted experiences at scale. Data Science is used to leverage eBay's powerful infrastructure, services and massive amounts of commerce data.
    CASE STUDY: How GSA is Using Data Analytics to Serve the American People and Drive Operational Excellence

    Ann P. Kalayil, Regional Administrator, US General Services Administration

    The US General Services Administration (GSA) is responsible for delivering the best value in real estate, acquisition and technology services to government. This presentation will cover three case studies to illustrate how an information-centric approach using analytics has helped GSA and other federal agencies to become more transparent and gain operational efficiency. Two case studies will illustrate how the federal government is using analytics to better serve the American people. The third case study will explain how GSA uses analytics, both real time and predictive to drive down energy costs and meet the agency’s sustainability goals.

    Keep Expectations of Real Time Analytics at Bay

    Diego Klabjan, Northwestern University and Opex Analytics
    Real time analytics poses additional challenges, in particular when supporting a decision maker. Through use cases mostly based on our own experience we will discuss the challenges and how to keep expectations at the right level. Learn how to approach real time analytics projects in order to maximize success.  



    Keynote One: Detecting Emotion, Intent, Deception and other Signals in Text

    Stephen Pulman, Professor of Computational Linguistics, Oxford University / TheySay (Analytics)

    All sentiment analysis systems can deliver positive/negative/neutral classifications. But there are many other useful signals in text:   emotion, intent, speculation, risk, etc. This talk will present a survey of the state of the art in recognising these other dimensions of sentiment in text and describe some practical applications in finance and elsewhere.
    Ensemble Learning for Sentiment Analysis

    Enza Messina, Professor, Department of Informatics Systems & Communication (DISCo) – University of Milano-Bicocca, Italy
    Polarity classification through supervised or semi-supervised learning methods is one the most relevant tasks for analysing the sentiment of the huge amount of textual data on the Web.
    Most of the existing approaches select the best classification model leading to over-confident decisions that do not take into account the inherent complexity of the natural language, in particular when dealing with user generated contents.
    In this talk, we pursue the paradigm of ensemble learning to reduce the noise sensitivity related to language ambiguity and therefore to provide a more accurate prediction of the polarity.  Uncertainty and reliability of each single model are taken into account by means of a Bayesian Model Averaging (BMA) aggregation and a greedy selection approach is proposed that evaluates the contribution of each model with respect to the ensemble.
    BMA is also shown to be robust with respect to informal linguistic registers and with non-standard spelling typical of microblogs.

    Keynote Two: Consumer-Facing Sentiment Analysis Applications

    William Underwood, Co-Founder, AddStructure

    Sentiment analysis has traditionally been used by companies to gather business intelligence or to conduct broad competitive analysis. However, recent advances in sophistication and accuracy of analysis have opened up possibilities for a wide range of consumer-facing applications. William describes several real-world applications of text and sentiment analysis that improve nearly every aspect of the online customer experience.

    Anees Merchant-8
    Case Study: Driving Contextual Sentiment Analytics in a CPG Environment

    Anees Merchant, Senior Vice President – Digital, Blueocean Market Intelligence

    Anees Merchant, SVP with Blueocean Market Intelligence, will share with attendees a case study that details an approach to driving sentiment analysis for a global Consumer Products and Goods company that was looking to be more focused on context. Anees will describe how the analysis helped the client in terms of business impact and improving the overall customer experience.

    - 17:00
    Close of conference and drinks reception


Related Workshops

16 September 2015, Chicago
Register Here

Title TBC
Aaron Burciaga, INFORMS


The New Best Practices for Extracting Maximum Measurable Financial Value from Marketing Using Big Data Analytics
Bill Harvey, Co-Founder and Chairman, Research Measurement Technologies

19 out of 20 users of Big Data are still limiting themselves to digital advertising, whereas Big Data can be used for all media including television, in-store, outdoor, in-theater as well as digital, social, and mobile. This workshop will provide detailed instruction and participants can ask free follow-up questions beyond the conference itself by email.

  • The 9-Step Protocol covering all aspects of maximizing ROI on Marketing
  • How to understand why advertising is or is not working, and how it is working, and how to make the creative engage emotionally and sell more effectively
  • Why it always makes sense to heavy up on key geographies, and how to identify those geographies
  • Controlled Experimentation that can be managed at scale by small teams



Compositional Sentiment Analysis and Deep Learning
Stephen Pulman, Oxford University/TheySay Analytics

Almost all commercial sentiment analysis systems use some kind of supervised machine learning to classify text as positive, negative or neutral. A common complaint among users is that such systems are insufficiently fine-grained, not being able to distinguish, for example, that A has a positive attitude to B but a negative attitude to C, in the same sentence. They are also often found to be inaccurate when faced with sophisticated uses of language such as “I thought I couldn’t fail to like this movie, but actually I could”.

A line of research at Oxford and elsewhere has been trying to develop “compositional” approaches to sentiment analysis, that is, approaches that are sensitive to the grammatical structure of sentences, using deep learning methods, among others.

This talk will give a non-technical overview of some of these recent research developments, and will demonstrate their utility in some practical applications of compositional sentiment analysis.


Text and Network Analysis for Sentiment Mining
Enza Messina, Professor, Department of Informatics Systems & Communication (DISCo) – University of Milano-Bicocca, Italy

In this talk we show how social relationships can be managed to improve user-level sentiment analysis of microblogs, overcoming the limitation of the state-of-the-art methods that generally consider posts as independent data. Early approaches consist in exploiting friendship relations, but since two friends could have different opinions about the same topic, it could however be inappropriate to measure sentiment similarity. We show how combining post contents and approval relations may lead to significant improvements in the polarity classification of the sentiment both at post and at user level.


Detection of Fake or Deceptive Opinions
Bing Liu, University of Illinois at Chicago (UIC)

Opinions from social media are increasingly used by individuals, businesses and organizations for making purchase decisions and making choices at elections, and for marketing and product design. Positive opinions often mean profits and fames for businesses and individuals, which, unfortunately, give strong incentives for people to game the system by posting fake or deceptive opinions to promote or to discredit some target products, services, businesses, and individuals without disclosing their true intentions, or the person or organization that they are secretly working for. In this talk, I will introduce this problem and discuss the current state-of-the-art detection algorithms.


  • End User Organisations
    499 USD

    Standard price                                                   $499

  • Vendors and consultants
    849 USD

    Standard price                                                   $849

  • Virtual Attendance (Live Stream)
    225 USD

    $225 €205 £145