Measurement - Data
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Measurement - Data

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Daniel Siders Session "Data" HIMC Seattle

Daniel Siders Session "Data" HIMC Seattle

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Measurement - Data Presentation Transcript

  • 1. Measurement and Digital Toolbox @danielsiders
  • 2. Types of Information
  • 3. Reported
  • 4. Understanding Questions Finishing Forms Self Consciousness Don’t Know Asking the wrong questionsQuestions that shape possible answers Setting expectations
  • 5. Have you stopped beating your wife?Would you vote for a woman for president if shewere qualified in every other way?Does it seem possible or does it seem impossibleto you that the Nazi extermination of the Jewsnever happened? (34% negative)Are you certain the Holocaust happened? (1%negative)
  • 6. Observed/BehavioralDigital is data Just pay attentionEverything is recorded
  • 7. Data never tells the whole truthBut most of the time it’s people who screw up
  • 8. Correlation vs Causation
  • 9. 100 80 60Sales 40 20 0 1 2 3 4 5 6 Month
  • 10. Potential customers cost $2.68What is a viewer worth?
  • 11. Qualitative vs Quantitative Descriptive Numerical Observed Measured Disagreement Units possible Requires Speaks for itself interpretation Counting is not measurement
  • 12. Tell me about your day? Great! I awoke at 0600. A I got up early, the passenger held a train weather was great, door for me. Thepeople on the subway median temperaturewere nice, lunch was was 72ºF, and Igreat and I felt good! consumed 1700
  • 13. Data from Another Source What is the source? Who collected it? Who analyzed it? Why was it commissioned? What is the perspective/agenda?
  • 14. Binaries don’t existMore than one thing can be true Don’t put people in boxes Life is analog
  • 15. 20151050 0 3.75 7.5 11.25 15 Assumptions can be dangerous
  • 16. Data should raise questions
  • 17. http://www.flickr.com/photos/walkingsf/ One dot equals 25 people. White Black Hispanic Asian
  • 18. http://blog.okcupid.com/1.51 Million Active Users 43,397 Tests
  • 19. http://blog.okcupid.com/ Messages a man gets, by Age and Income 20 30 40 50 18 19 21222324 25 26 272829 313233 34 3536 37 3839 4142 4344 4546 4748 49>100K 100K 80K 70K 60K 50K 40K 30K <20K (Observed) Messages received per week by percentile 10th 50th 100th
  • 20. http://blog.okcupid.com/
  • 21. http://blog.okcupid.com/ (Self-reported)Lowest High School Graduation rate nationwide
  • 22. http://blog.okcupid.com/ Would you consider role- Would you rather lose the playing a rape fantasyright to bear arms or vote? with a partner who asked you to?
  • 23. http://blog.okcupid.com/ 4:1 male to female suicides 2:1 female to male attempts afsp.org
  • 24. http://blog.okcupid.com/
  • 25. http://blog.okcupid.com/
  • 26. http://blog.okcupid.com/
  • 27. http://blog.okcupid.com/
  • 28. http://blog.okcupid.com/
  • 29. http://blog.okcupid.com/
  • 30. http://blog.okcupid.com/
  • 31. http://blog.okcupid.com/
  • 32. http://blog.okcupid.com/
  • 33. http://blog.okcupid.com/More gay curious Less gay curious
  • 34. last.fm
  • 35. last.fm
  • 36. What questions does this raise?How can I test my assumptions?What problem do I want to solve?
  • 37. What’s the Goal? 18 16 Malfunction 14 AccidentFailure Rate (%) 12 10 8 6 4 2 iPhone 3GS Blackberry MotorollaAxis X HTC iPhone 4 Other http://www.squaretrade.com/
  • 38. Google.com/adplannerSpyfu.comSEMRush.comBacktype.comScoutlabs.comWebnumbr.com
  • 39. #himc