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THE FINE LINE BETWEENPREDICTION & INTENTIONNAOMI TRICKEY naomi@brandwatch.com | Tel: +44 (0)1273 234 290 | @ntrickey04/2013
Source/ July 2011 Census DataNEW YORK CITYPOPULATION: 8,244,910© 2013 Brandwatch | www.brandwatch.com
WHO IS THE AUDIENCE?© 2013 Brandwatch | www.brandwatch.com
Source/ Mary Meeker, Kleiner Perkins“THE RE-IMAGINATION OF NEARLYEVERYTHING…”© 2013 Brandwatch | www.brandwatch.com
VOLUME VELOCITYVARIETY© 2013 Brandwatch | www.brandwatch.com
Source/ Chris Walker @atallman“BIG DATA IS MARKETING SPIEL.IT DOESN’T EXIST. THERE IS ONLY‘DATA’. THINK OF IT THIS WAY…AN ...
“THE NUMBER OF SIGNIFICANTFINDINGS DON’T REPLICATE THEEXPANSION OF NOISE TO SIGNAL.”Source/ David Brooks, NY Times© 2013 B...
8“WE CAN THINK OF THIS AS ASIGNAL PROBLEM: DATA AREASSUMED TO ACCURATELYREFLECT THE SOCIAL WORLD, BUTTHERE ARE SIGNIFICANT...
AGGREGATE DATA TO FINDPATTERNS AND INTENTION –NOT NECESSARILY PREDICTIONS.© 2013 Brandwatch | www.brandwatch.com
“THE MATHEMATISATION OFSUBJECTIVITY WILL FOUNDERUPON THE RESPLENDENT FACTTHAT WE ARE AMBIGUOUSBEINGS… I HAVE NEVER VOTEDWH...
11Studies of Issues© 2013 Brandwatch | www.brandwatch.com
LOOKING AT ISSUES, RATHER THAN POLITICIANS© 2013 Brandwatch | www.brandwatch.com 12Topics linked to the Scottish independe...
SCOTTISH INDEPENDENCE: ISSUES OVER TIME© 2013 Brandwatch | www.brandwatch.com 1301000200030004000500060007000Oct-12 Nov-12...
SOURCES© 2013 Brandwatch | www.brandwatch.com 14http://blogs.hbr.org/cs/2013/04/the_hidden_biases_in_big_data.htmlhttp://w...
CONTACT15Email/ naomi@brandwatch.comTwitter/ @ntrickey© 2013 Brandwatch | www.brandwatch.com
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The Fine Line Between Prediction and Intention (#Eurocomm)

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Brandwatch Sales Director EMEA Naomi Trickey's presentation at Eurocomm 2013.
www.brandwatch.com

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Transcript of "The Fine Line Between Prediction and Intention (#Eurocomm)"

  1. 1. THE FINE LINE BETWEENPREDICTION & INTENTIONNAOMI TRICKEY naomi@brandwatch.com | Tel: +44 (0)1273 234 290 | @ntrickey04/2013
  2. 2. Source/ July 2011 Census DataNEW YORK CITYPOPULATION: 8,244,910© 2013 Brandwatch | www.brandwatch.com
  3. 3. WHO IS THE AUDIENCE?© 2013 Brandwatch | www.brandwatch.com
  4. 4. Source/ Mary Meeker, Kleiner Perkins“THE RE-IMAGINATION OF NEARLYEVERYTHING…”© 2013 Brandwatch | www.brandwatch.com
  5. 5. VOLUME VELOCITYVARIETY© 2013 Brandwatch | www.brandwatch.com
  6. 6. Source/ Chris Walker @atallman“BIG DATA IS MARKETING SPIEL.IT DOESN’T EXIST. THERE IS ONLY‘DATA’. THINK OF IT THIS WAY…AN OCEAN ISN’T ‘BIG WATER’.”© 2013 Brandwatch | www.brandwatch.com
  7. 7. “THE NUMBER OF SIGNIFICANTFINDINGS DON’T REPLICATE THEEXPANSION OF NOISE TO SIGNAL.”Source/ David Brooks, NY Times© 2013 Brandwatch | www.brandwatch.com
  8. 8. 8“WE CAN THINK OF THIS AS ASIGNAL PROBLEM: DATA AREASSUMED TO ACCURATELYREFLECT THE SOCIAL WORLD, BUTTHERE ARE SIGNIFICANT GAPS,WITH LITTLE OR NO SIGNALCOMING FROM PARTICULARCOMMUNITIES.”© 2013 Brandwatch | www.brandwatch.comSource/ Kate Crawford, HBR
  9. 9. AGGREGATE DATA TO FINDPATTERNS AND INTENTION –NOT NECESSARILY PREDICTIONS.© 2013 Brandwatch | www.brandwatch.com
  10. 10. “THE MATHEMATISATION OFSUBJECTIVITY WILL FOUNDERUPON THE RESPLENDENT FACTTHAT WE ARE AMBIGUOUSBEINGS… I HAVE NEVER VOTEDWHOLEHEARTEDLY IN ANELECTION.”© 2013 Brandwatch | www.brandwatch.comSource/ Leon Wieseltier, New Republic
  11. 11. 11Studies of Issues© 2013 Brandwatch | www.brandwatch.com
  12. 12. LOOKING AT ISSUES, RATHER THAN POLITICIANS© 2013 Brandwatch | www.brandwatch.com 12Topics linked to the Scottish independence referendum by social media users0 2000 4000 6000 8000 10000 12000 14000 16000Marine and fisheriesBuilt environmentFarming and rural issuesPublic sector and governmentTransportEnvironmentLaw order and public safetyHealth and social careArts culture and sportEducation and trainingPeople and societyBusiness industry and energyEconomyForeign affairsSOCIAL MEDIA MENTIONS (JANUARY – MARCH 2013)
  13. 13. SCOTTISH INDEPENDENCE: ISSUES OVER TIME© 2013 Brandwatch | www.brandwatch.com 1301000200030004000500060007000Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13MENTIONSMONTHSArts culture and sport Business industry and energy Economy Foreign affairs
  14. 14. SOURCES© 2013 Brandwatch | www.brandwatch.com 14http://blogs.hbr.org/cs/2013/04/the_hidden_biases_in_big_data.htmlhttp://www.nytimes.com/2013/02/19/opinion/brooks-what-data-cant-do.html?_r=0&adxnnl=1&ref=davidbrooks&adxnnlx=1364824851-8I+r+8/mWMTUOgBIkCcXAAhttp://ideas.time.com/2013/03/29/viewpoint-why-predictions-fail-but-prophecies-dont/http://cmo.com/content/cmo-com/home/articles/2013/3/20/how_to_speak_big_dat.html.http://www.newrepublic.com/article/112734/what-big-data-will-never-explain#http://chiefmartec.com/2012/12/5-marketing-meta-trends-the-presentation/
  15. 15. CONTACT15Email/ naomi@brandwatch.comTwitter/ @ntrickey© 2013 Brandwatch | www.brandwatch.com
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