Designing data

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2 case studies in using data.

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  • • stakeholder buy in• marketing efforts•
  • Netflix: spent three years trying to improve its recommendations by just 10%, using 470,000 customer accounts
  • Netflix: spent three years trying to improve its recommendations by just 10%.
  • “Visual communication is hard, just like writing is hard.”
  • Self-reported
  • Netflix: spent three years trying to improve its recommendations by just 10%.
  • Designing data

    1. 1. + Designing for Data @angelostzelepis #LavaCon
    2. 2. + About me  Spent 18 years in translation/localization  Focus on tools and processes, efficiency, usability  Senior Director of Data & Technology Alumnae Association of Mount Holyoke College @angelostzelepis #DesignData @Lavacon
    3. 3. + So you have data… Now you have to identify opportunity “The future is not about finding information, it’s about making sense of it.” -Nick Finck, yesterday @angelostzelepis #DesignData @Lavacon
    4. 4. + So you have the data… Now you have to identify opportunity @angelostzelepis #DesignData @Lavacon
    5. 5. + What is your goal? How will your data work for you?  Prediction/modeling    Churn modeling?   Giving clients better recommendations  More retail sales (Amazon)  Higher brand loyalty from subscribers (Netflix, OK Cupid) Studying maintenance patterns (airlines, auto makers) Predicting/preventing customer attrition (wireless providers) Creating compelling high-engagement presentation of said data    Clicks/traffic/SEO (infographics) Paid registrations Creating trust @angelostzelepis #DesignData @Lavacon
    6. 6. + What is your goal? How will your data work for you?  Identify high-quality targets for {your objective here}  Find big money donors  Identify new clients  Identify an existing client ripe for upselling/upgrading  Can you find answers to questions you didn’t know you even had?  Can your data inform you about… your data? @angelostzelepis #DesignData @Lavacon
    7. 7. + Case Study: Creating Engagement Going after an industry’s entrenched big gorilla @angelostzelepis #DesignData @Lavacon
    8. 8. + Case Study: Creating Engagement Going after an industry’s entrenched big gorilla But first, a happy coincidence… @angelostzelepis #DesignData @Lavacon
    9. 9. + Hunter Pence's 59 points were too much for Ataraxia The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far. The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10. Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week. Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season. There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week. @angelostzelepis #DesignData @Lavacon
    10. 10. + Hunter Pence's 59 points were too much for Ataraxia The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far. The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10. Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week. Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season. There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week. @angelostzelepis #DesignData @Lavacon
    11. 11. + Hunter Pence's 59 points were too much for Ataraxia The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far. The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10. Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week. Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season. There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week. @angelostzelepis #DesignData @Lavacon
    12. 12. + Hunter Pence's 59 points were too much for Ataraxia The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far. The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10. Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week. Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season. There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week. @angelostzelepis #DesignData @Lavacon
    13. 13. + Hunter Pence's 59 points were too much for Ataraxia The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far. The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10. Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week. Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season. There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week. @angelostzelepis #DesignData @Lavacon
    14. 14. + Hunter Pence's 59 points were too much for Ataraxia The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far. The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10. Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week. Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season. There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week. @angelostzelepis #DesignData @Lavacon
    15. 15. + Hunter Pence's 59 points were too much for Ataraxia The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far. The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10. Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week. Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season. There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week. @angelostzelepis #DesignData @Lavacon
    16. 16. + Hunter Pence's 59 points were too much for Ataraxia The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far. The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10. Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week. Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season. There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week. @angelostzelepis #DesignData @Lavacon
    17. 17. + Hunter Pence's 59 points were too much for Ataraxia The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far. The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10. Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week. Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season. There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week. @angelostzelepis #DesignData @Lavacon
    18. 18. + And the alternative… @angelostzelepis #DesignData @Lavacon
    19. 19. + Silly. But effective.  Buzz    A lot of chatter on the internet about CBS and Yahoo’s custom game reports And by comparison, other sites’ now seemingly boring content Engagement  Excellent opportunity for sharing text, trash talk, general discussion  Even on a private league, where I can’t share a useful link with the public, I can grab a screen-shot  Even outsiders were reacting @angelostzelepis #DesignData @Lavacon
    20. 20. + Case Study: Creating Engagement Going after an industry’s entrenched leader  US News & World Report has huge mindshare for its college rankings   The vast majority of its data is publicly available   Even if their methodology is contested, it results in publicity, traffic, and even greater mindshare IPEDs is one source So what are we waiting for? @angelostzelepis #DesignData @Lavacon
    21. 21. + Begin with a snapshot. Create an immediate impression @angelostzelepis #DesignData @Lavacon
    22. 22. + Begin with a snapshot. Create an immediate impression @angelostzelepis #DesignData @Lavacon
    23. 23. + Money? Tell me more! @angelostzelepis #DesignData @Lavacon
    24. 24. + Money? Tell me more! @angelostzelepis #DesignData @Lavacon
    25. 25. + Money? Tell me more! @angelostzelepis #DesignData @Lavacon
    26. 26. + Will I get out of here alive? @angelostzelepis #DesignData @Lavacon
    27. 27. + So how do you stack up? Wait. What? @angelostzelepis #DesignData @Lavacon
    28. 28. + Meaningless Data @angelostzelepis #DesignData @Lavacon
    29. 29. + Meaningless Data @angelostzelepis #DesignData @Lavacon
    30. 30. + Meaningless Data This can’t affect the colleges’ “score” can it? @angelostzelepis #DesignData @Lavacon
    31. 31. + Lessons learned. Daily.  Be agile. Try everything. A/B test it.  Don’t fall in love with your idea. Almost everyone saw a pet project axed. But at least the idea was tried.  Determine a strategy for dealing with dirty data.   Ignore? Interpolate? Hide? Own up to it? Create a business advantage.  Is it your analysis and modeling? Do you have the best data scientists?  Is it your original insight? Did you notice something someone else didn’t? @angelostzelepis #DesignData @Lavacon
    32. 32. + Case Study: Data for reporting @angelostzelepis #DesignData @Lavacon
    33. 33. + Look, a chart! Alumnae by Foreign Region South America, 71 Africa, 109 North America, 209 Asia, 835 Europe, 1179 Australia/Oceania, 69 Carribbean Region, 45 Central America, 33 @angelostzelepis #DesignData @Lavacon
    34. 34. Look, an ugly chart! Count of Alumnae by State 6500 6250 6000 5750 5500 5250 5000 4750 4500 4250 4000 3750 3500 3250 3000 2750 2500 2250 2000 1750 1500 1250 1000 750 500 250 0 AK AL AR AZ CA CO CT DC DE FL GA HI IA ID IL IN KS KY LA MA MD ME MI MN MO MS MT NC ND NE NH NJ NM NV NY OH OK OR PA RI SC SD TN TX UT VA VT WA WI WV WY AA AE AP GU PR VI + @angelostzelepis #DesignData @Lavacon
    35. 35. + Now this actually says something @angelostzelepis #DesignData @Lavacon
    36. 36. + @angelostzelepis #DesignData @Lavacon
    37. 37. + What is your goal? How will your data work for you?  Identify high-quality targets for {your objective here}  Find big money donors  Identify new clients  Identify an existing client ripe for upselling/upgrading  Can you find answers to questions you didn’t know you even had?  Can your data inform you about… your data? @angelostzelepis #DesignData @Lavacon
    38. 38. + What did the data tell me?  Just one example: our international addresses need work. Add1 Add2 Add3 City, State Zip is of course not a universal model @angelostzelepis #DesignData @Lavacon
    39. 39. + Tools  Excel 2013 (or 2010 with some extra downloads) has extremely power analysis tools: Power Pivot Power Query Power Map  R (http://www.r-project.org/)  Custom databases @angelostzelepis #DesignData @Lavacon
    40. 40. + Resources  http://www.freebase.com/  http://nces.ed.gov/ipeds/  Data.gov  http://datamob.org/  http://www.infochimps.com/datasets  http://www.reddit.com/r/datasets/  https://opendata.socrata.com/  http://www.trustlet.org/wiki/Repositories_of_datasets @angelostzelepis #DesignData @Lavacon
    41. 41. + Thank you  agtzelepis@gmail.com  www.linkedin.com/in/angelostzelepis/  @angelostzelepis @angelostzelepis #DesignData @Lavacon

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