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.