SESSION PARTNER

Using Big D to
ata
Reveal Consumer V
alues
and Inform Storytelling
VISIONARY SPONSORS

INNOVATOR SPONSORS...
Talk Overview
-

Using Big Data

-

Revealing Consumer Values

-

Informing Storytelling
Talk Overview
-

Using Big Data

-

Revealing Consumer Values

-

Informing Storytelling
How we do things - Data
What is Big Data?
Big Data is a function of...
Number of Observations?
Disk Space Taken up by Data?
Size Matters to Engineers
Big Data is a function of...
Number of Observations?
Disk Space Taken up by Data?
Connectivity!
Connected Data 2009
Connected Data 2011
Connectivity Matters
Because....
Algorithms generally do similar things.
Connectivity Matters
Because....
Algorithms generally do similar things.
More of the same type of data usually gives
you m...
Algorithms and # of observations only
get you so far.
Connectivity Matters
Because....
Algorithms generally do similar things.
More of the same type of data usually gives
you m...
Connectivity reduces error
Connectivity Matters
Because....
Algorithms generally do similar things.
More of the same type of data usually gives
you m...
Talk Overview
-

Using Big Data

-

Revealing Consumer Values

-

Informing Storytelling
Why we do things
Why we do things
Serving Psychological, not
Physical Needs
Serving Psychological, not
Physical Needs
Values in the marketplace of ideas
Values != Liberal Values
What values exist?
There is a gap between what we
care about how we use data
Tangible Things
What we analyze:
- Demographics
- Purchasing
beh...
How do you measure values?
I spend my
money
on experiences,
not goods.

How much do I
value
Stimulation?

10/17/13
How do you measure values?
I spend my
money
on experiences,
not goods.

How much do I
value
Stimulation?

10/17/13

error
How do you measure values?
I spend my
money
on experiences,
not goods.

How much do I
value
Stimulation?

error

I travel ...
How do you measure values?
I spend my
money
on experiences,
not goods.

I value
Stimulation!

I travel a lot.

I eat at di...
Ranker is a Data Company
To consumers, Ranker is a “Yelp for Everything Else”

Engaging Gamification Hook
15% of visitors ...
Ranker’s Data Production
Engine
Ranker ingests
semantic“big data”
(14MM+ objects)…

…into platform for
user-and-system
gen...
Values & What You Eat
Discovering Deeper Motivations
Breaking
Bad

The Nissan
370Z appeals to people
who like being different
and are non-confor...
Discovering Deeper Motivations
Breaking
Bad

The Nissan
370Z appeals to people
who like being different
and are non-confor...
Talk Overview
-

Using Big Data

-

Revealing Consumer Values

-

Informing Storytelling
Communication =
Storytelling
Storytelling is Human
Storytelling is Human
The Social
Values
Project:
Values,
Social Media &
Storytelling
Values Domains
PrestigeSeeker

FreedomSeeker

PurposeSeeker

PleasureSeeker

SecuritySeeker

TraditionSeeker
Correlations with Schwartz Values
Prestige Seeking = Power (.67) + Achievement (.46)
Freedom Seeking = Self-Direction (.56...
ValueBase
…where we leverage data that predicts a
consumer’s values….

ValueBase
ValueBase
…to predict what matters to your business.
What people eat

What stories people read

ValueBase

What people buy...
Values & What You Buy
Values & Where You Want to Live
Values & What You Eat
Values & Storytelling
Narrative Ads work better.
(Edson Escalas, 2007)
Preliminary Results
25

20

15
Open Rate
Clickthrough
10

5

0
Tips for Great Skin

You Let the Dogs Out
Talk Overview
-

Using Big Data

-

Revealing Consumer Values

-

Informing Storytelling
Looking for Beta Testers
-

-

-

-

Analyzing current communications
strategies from a values perspective.
Values surveys...
Questions?
Email:Ravi@Ranker.com
Web: Zenzi.com
Web: Data.Ranker.com
Using Big Data to Reveal Consumer Values and Inform Storytelling
Using Big Data to Reveal Consumer Values and Inform Storytelling
Using Big Data to Reveal Consumer Values and Inform Storytelling
Using Big Data to Reveal Consumer Values and Inform Storytelling
Using Big Data to Reveal Consumer Values and Inform Storytelling
Using Big Data to Reveal Consumer Values and Inform Storytelling
Using Big Data to Reveal Consumer Values and Inform Storytelling
Using Big Data to Reveal Consumer Values and Inform Storytelling
Using Big Data to Reveal Consumer Values and Inform Storytelling
Using Big Data to Reveal Consumer Values and Inform Storytelling
Using Big Data to Reveal Consumer Values and Inform Storytelling
Using Big Data to Reveal Consumer Values and Inform Storytelling
Using Big Data to Reveal Consumer Values and Inform Storytelling
Using Big Data to Reveal Consumer Values and Inform Storytelling
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Using Big Data to Reveal Consumer Values and Inform Storytelling

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These are slides from a session at FutureM (Future of Marketing) Boston 2013. This joint session from Zenzi Communications + Ranker showed how online data can be used to understand the deeper values and motivations of consumers. We are inundated with graphs of data (e.g. social graphs, interest graphs, opinion graphs). We’ll give you techniques for mining actionable insight from graphs of data, which when studied correctly, can allow you to go beyond the specific interests of your customers and begin to understand their deeper motivations. By understanding their lasting motivations, brands can begin to find customers who will resonate with their strengths and tell value-specific stories that will turn customers into advocates.

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Using Big Data to Reveal Consumer Values and Inform Storytelling

  1. 1. SESSION PARTNER Using Big D to ata Reveal Consumer V alues and Inform Storytelling VISIONARY SPONSORS INNOVATOR SPONSORS TA A O T U # LK B U S! FUTUREM # CA A SO ILV LUES @ RaviD ataIyer
  2. 2. Talk Overview - Using Big Data - Revealing Consumer Values - Informing Storytelling
  3. 3. Talk Overview - Using Big Data - Revealing Consumer Values - Informing Storytelling
  4. 4. How we do things - Data
  5. 5. What is Big Data?
  6. 6. Big Data is a function of... Number of Observations? Disk Space Taken up by Data?
  7. 7. Size Matters to Engineers
  8. 8. Big Data is a function of... Number of Observations? Disk Space Taken up by Data? Connectivity!
  9. 9. Connected Data 2009
  10. 10. Connected Data 2011
  11. 11. Connectivity Matters Because.... Algorithms generally do similar things.
  12. 12. Connectivity Matters Because.... Algorithms generally do similar things. More of the same type of data usually gives you more precision, not more prediction.
  13. 13. Algorithms and # of observations only get you so far.
  14. 14. Connectivity Matters Because.... Algorithms generally do similar things. More of the same type of data usually gives you more precision, not more prediction. Connectivity reduces error.
  15. 15. Connectivity reduces error
  16. 16. Connectivity Matters Because.... Algorithms generally do similar things. More of the same type of data usually gives you more precision, not more prediction. Connectivity reduces error. Connectivity allows you to predict more variance for longer periods by providing depth to one's measurement.
  17. 17. Talk Overview - Using Big Data - Revealing Consumer Values - Informing Storytelling
  18. 18. Why we do things
  19. 19. Why we do things
  20. 20. Serving Psychological, not Physical Needs
  21. 21. Serving Psychological, not Physical Needs
  22. 22. Values in the marketplace of ideas
  23. 23. Values != Liberal Values
  24. 24. What values exist?
  25. 25. There is a gap between what we care about how we use data Tangible Things What we analyze: - Demographics - Purchasing behavior - Financial Markets - Baseball Outcomes Intangible Things What we care about: - Living our values - Being fulfilled - Living a meaningful life - Being happy
  26. 26. How do you measure values? I spend my money on experiences, not goods. How much do I value Stimulation? 10/17/13
  27. 27. How do you measure values? I spend my money on experiences, not goods. How much do I value Stimulation? 10/17/13 error
  28. 28. How do you measure values? I spend my money on experiences, not goods. How much do I value Stimulation? error I travel a lot. error I eat at diverse restaurants. 10/17/13 error
  29. 29. How do you measure values? I spend my money on experiences, not goods. I value Stimulation! I travel a lot. I eat at diverse restaurants. 10/17/13
  30. 30. Ranker is a Data Company To consumers, Ranker is a “Yelp for Everything Else” Engaging Gamification Hook 15% of visitors to page vote on an average 10 items/list. Rankings Are Built By The Crowd Users are entertained and informed - people love lists - but at its core, Ranker is a consumer data aggregation machine.
  31. 31. Ranker’s Data Production Engine Ranker ingests semantic“big data” (14MM+ objects)… …into platform for user-and-system generated lists Producing crowdsourced answers to 1000s of questions that previously had none Facts Lists Proprietary Rankings Freebase Factual •The Scariest Diseases •The Best Inexpensive Cars Wikipedia Any semantic data source Visitors engage w/ 15% interaction Opinions Output: Opinion Graph “People who think Priuses are a good value worry more than average about heart disease”
  32. 32. Values & What You Eat
  33. 33. Discovering Deeper Motivations Breaking Bad The Nissan 370Z appeals to people who like being different and are non-conformist. error Arrested Development error It’s Always Sunny in Philadelphia error
  34. 34. Discovering Deeper Motivations Breaking Bad The Nissan 370Z appeals to people who like being different and are non-conformist. error Arrested Development error It’s Always Sunny in Philadelphia error
  35. 35. Talk Overview - Using Big Data - Revealing Consumer Values - Informing Storytelling
  36. 36. Communication = Storytelling
  37. 37. Storytelling is Human
  38. 38. Storytelling is Human
  39. 39. The Social Values Project: Values, Social Media & Storytelling
  40. 40. Values Domains PrestigeSeeker FreedomSeeker PurposeSeeker PleasureSeeker SecuritySeeker TraditionSeeker
  41. 41. Correlations with Schwartz Values Prestige Seeking = Power (.67) + Achievement (.46) Freedom Seeking = Self-Direction (.56) Tradition Seeking = Tradition (.50) + Conformity(.58) Pleasure Seeking = Hedonism (.54) + Stimulation (.54) Purpose Seeking = Universality (.56) + Benevolence (.51) Security Seeking = Security (.58) + Benevolence (.47)
  42. 42. ValueBase …where we leverage data that predicts a consumer’s values…. ValueBase
  43. 43. ValueBase …to predict what matters to your business. What people eat What stories people read ValueBase What people buy Where people want to live
  44. 44. Values & What You Buy
  45. 45. Values & Where You Want to Live
  46. 46. Values & What You Eat
  47. 47. Values & Storytelling
  48. 48. Narrative Ads work better. (Edson Escalas, 2007)
  49. 49. Preliminary Results 25 20 15 Open Rate Clickthrough 10 5 0 Tips for Great Skin You Let the Dogs Out
  50. 50. Talk Overview - Using Big Data - Revealing Consumer Values - Informing Storytelling
  51. 51. Looking for Beta Testers - - - - Analyzing current communications strategies from a values perspective. Values surveys of current customer base. Identifying new opportunities for values based marketing. Developing new communications strategies. A-B Testing of Values Messaging
  52. 52. Questions? Email:Ravi@Ranker.com Web: Zenzi.com Web: Data.Ranker.com

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