Data mining and visualisation of raw social media data from BuzzBumbers in Tableau BI

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We recently did a bit of custom data mining for one of our clients to showcase the power of analysing raw social media data through business intelligence platforms such as Tableau and given it was only a demo of public data it should be ok to share the results with the rest of you.

The Australian based social data provider BuzzNumbers (great platform, check it out) was so kind to provide the raw data (small sample of consumer generated content mentioning Zara fashion related terms) and we then analysed and visualised the data using Tableau and the free word cloud service Tagxedo, the results of which you can see below.

BuzzNumbers is scanning all social profiles for geographic keywords and based on their frequency they allocate users with a home location which allowed us to visualise not only where social buzz originated from geographically but also what region was generating the most influential buzz. In Zara's example the majority of buzz volume came from the US, UK and Australia but there were a few interesting outliers such as Thailand and Egypt that showed high buzz influence (smaller but darker red dots).

Next we looked at what sites and categories of sites were generating the most buzz value or media value and interestingly while Twitter generated the most buzz value other sites such as Youtube where more influential (darker red bars). Once we broke the sites down by major categories and countries a completely different picture emerged hinting at different site categories performing better in certain countries for example forums seem to be big in Australia but negligible overseas.

And of course we had to visualise what people were actually talking about hence the word cloud to help visualise the different topics, i.e. the larger the font the more mentions that term had. The BuzzNumbers guys don't believe in automatic sentiment analysis (and we kind of agree) so they offer a cost effective manual sentiment analysis but unfortunately we didn't have enough time to set this up in this case.

BuzzNumber metrics definitions

• BuzzValue: Equivalent online advertising value in AUD (based on banner ad CPMs)
• BuzzRank: Website rankings based on traffic/visitors/page views (1 being highest)
• BuzzInfluence: Influence based on search rankings & link popularity (for post not site)

See and download the full gallery on posterous




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