turning analysis into action with apis - superweek 2017
TRANSCRIPT
TURNING ANALYSIS INTO ACTION WITH APIs
• Digital business focus• 15+ years of experience• Web Analytics House
2013, 2014, 2015, 2016, 2017
• Value-driven business• More than 40 people in
Denmark, Sweden & Norway
About IIH Nordic
About Us
Mark Edmondson• In digital since 2006• Data Insight
Developer• Google Developer
Expert for Google Analytics
• RStudio Advocate• cloudyR contributor• @HoloMarkeD
Peter Meyer• In digital since 1997• Analytics Technician• TMS and Analytics
implementer• @pmeyerdk
Agenda
• What are actionable analysis APIs?
• Example 1 - Weather API - IBM
• Example 2 - Custom prediction API - Prefetching
• Example 3 - Text sentiment API – Google/Algorithmia Machine Learning
• Future opportunities
What are Analysis
APIs?
Collect Data
Analyse Data
Change something
An Analytics Workflow
Collect Data
Analyse Data
Change somethin
g
Reporting APIs
Tracking APIs
Analysis APIs
An Analytics Workflow
Collect Data
Analyse Data
Change somethin
g
Reporting APIs
Tracking APIs
Analysis APIs
An Analytics Workflow
Analysis API
An API that transforms data into useful information
Examples of actionable analysis APIs
• Visualisations for decision support (dashboards)
• Multivariant testing• Bid managers
• Enrichment of data - weather• Content prediction - prefetching• Text analysis – machine learning API
We will talk today about these ones:
…but others include:
Weather API(data
enrichment)
Deployment• Only one webservice used• Geo- and weather data in one go• A bunch of information returned
Deployment
Analysis• Take daily lag to
negate spurious trend correlation
• tscount() R package for poisson distribution
• 16% ±4% extra visitors on rainy days
URL Prefetching
(react to predictions)
Deployment
http://code.markedmondson.me/predictClickOpenCPU/supercharge.html
https://www.noisetosignal.io/2016/11/using-google-analytics-to-predict-clicks-and-speed-up-your-website/
Simpler method using offline analysis and deploying through a GTM lookup table
Text Sentiment
API (surfacing important
features)
Real-time sentiment tracking of customer service forums/comment sections
Categorise topics your customers care about
http://bit.ly/Superweek2017-Demo
Deployment - Algorithmia• Stanford NLP Sentiment Analysis• https://algorithmia.com/
Deployment - AlgorithmiaI really love ice cream very much!
Deployment - Google• Google Cloud Natural Language API (beta)• https://cloud.google.com/natural-language/
Deployment - GoogleI really love ice cream very much!
http://glaforge.appspot.com/article/sentiment-analysis-on-tweets
Recent example at gov.uk
https://gdsdata.blog.gov.uk/2016/12/20/using-machine-learning-to-classify-user-comments-on-gov-uk/
Future Opportunitie
sThe Horizon
Machine Learning APIs
Preparation for the singularity
• Get your data tidy and out of silos• Start prototyping models• Skill up in a ML tech stack
Skill up in a machine learning tech stack
• Google BigQuery
• Google Compute Engine
• Tensorflow • Dataproc
(Spark)
• Redshift/Athena
• Amazon EMR• EC2• S3• Amazon
Machine Learning
• SQL Data Warehouse
• Azure• Microsoft R• Microsoft
Cognitive
Programming languages: R, Python, bash, JavaScript, Scala, Java, Julia(?), SQL
ML: Google FlavouredBuild your own self-driving car!
....or for simpler use cases use the pre-trained models available using easy to use APIs
A Microsoft Cognitive API Example
https://matt-stannard.blogspot.dk/2016/12/measuring-footfall-with-google.html
• Look to reduce time to actions via APIs• GTM can do more than tracking• Skill up in a machine learning tech stack
Summary
Thank you!Mark [email protected]
@HoloMarkeD
https://www.linkedin.com/in/markpeteredmondson
Peter [email protected]
@pmeyerdk
https://www.linkedin.com/in/pmeyerdk
