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From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
From Big Data to Relevant Data
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From Big Data to Relevant Data

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Sfogliare il Web: dagli obiettivi alla generazione di Digital Insight

Sfogliare il Web: dagli obiettivi alla generazione di Digital Insight

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  • 1. From BIG data to RELEVANT data SMW Milan, 21 Febbraio 2013 Duepuntozero Research srl Intellectual Property 1
  • 2. The content of thispresentation is our intellectual property, as it borned fromseveral hours (years actually) of brainwork.You can use it as you like, butplease mention Duepuntozero Research as a source. Duepuntozero Research srl Intellectual Property 2
  • 3. Chi siamoNati nel luglio 2008, quando We love digitalFacebook contava in Italia meno di opportunities600 mila iscritti (oggi ne ha oltre20 milioni) We know how toDal marzo 2010 acquisita da do things inDOXA, il primo istituto di ricerca researchnato in Italia nel 1947, oggidivenuto centro nevralgico di We delivereccellenze italiane in ambito digital insightful digitalmarketing meaningsPreferred partner di InsitesConsulting, leader internazionale We work atdi digital research e co-creation global level Duepuntozero Research srl Intellectual Property 3
  • 4. Duepuntozero Research srl Intellectual Property 4
  • 5. Big Data: tanti, veloci, fluidi, eterogenei Duepuntozero Research srl Intellectual Property 5
  • 6. L’approccio ai Big Data taxi van taxi man taxi woman taxi car car car man car woman man man man woman woman taxi man man man man woman man womanman woman man Duepuntozero Research srl Intellectual Property 6
  • 7. L’approccio ai Big DataLe persone vanno da sole, per andareinsieme scelgono lo stesso sesso Duepuntozero Research srl Intellectual Property 7
  • 8. L’approccio ai Big Data I flussi e percorsi delle persone seguono una logica, pur bizzarra… Duepuntozero Research srl Intellectual Property 8
  • 9. L’approccio ai Big Data Il posto di guida è a destra, quindi il verso di marcia è a sinistra Duepuntozero Research srl Intellectual Property 9
  • 10. L’approccio ai Big Data Gli scooter vengono guidati solo da uomini; le donne non guidano scooter Duepuntozero Research srl Intellectual Property 10
  • 11. Voi cosa scegliereste?A. Uno scooter per donne? B. Accessori per scooter (bauli porta oggetti)? Duepuntozero Research srl Intellectual Property 11
  • 12. Diversi utilizzi dei behavioral dataclassification correlation insights Duepuntozero Research srl Intellectual Property 12
  • 13. I diversi mood verso i big dataAgency Client Researcher Big Data Specialist Duepuntozero Research srl Intellectual Property 13
  • 14. I Big Data nel digitale: Big Social Data o lo aggiornano almeno settimanalmente: 11% 15% Blogger o seguono uno o più blogger con continuità: 27% 49% iscritti a o Sia giovani che adulti, uomini e donne Forum o Visitano spesso Yahoo! Answers 21% 81% iscritti e attivi sui o postano almeno settimanalmente 62% Social Network o visitano tutti i giorni 50% o in egual misura uomini e donne28 milioni di utenti o la fascia di età più presente: 35-44 anni Italia 2.0 Duepuntozero Research Wave Settembre 2012 (1.500 casi) Utenti settimanali 18+ Duepuntozero Research srl Intellectual Property 14
  • 15. Il web è come una cipolla! Dove è scritto Da chi è scritto Perché è scrittoCiò che è scritto Duepuntozero Research srl Intellectual Property 15
  • 16. From Big Data to Relevant Data Duepuntozero Research srl Intellectual Property 16
  • 17. Come si sfoglia una cipolla (senza piangere)?1. Si parte dagli obiettivi2. Si definisce l’architettura della SocialMediaAnalysis3. Si identificano le tecniche di analisi4. Si sceglie il crawler5. Si studiano le modalità di delivery6. Si generano consumer insights Duepuntozero Research srl Intellectual Property 17
  • 18. Si parte dagli obiettivi Duepuntozero Research srl Intellectual Property 18
  • 19. Si parte dagli obiettivi External Consumer Relation Insights Insight Digital PR, blog generation, nee activation, ambassa ds and trendsBrand/Corporate dors reputation Product & R&D Intangible assets, reputati Co-creation on for innovation SocialRecruitment & Company Media SMMktg and offline adv Employer Branding climate and reputation Scope integration MKTG & Communication Corporate Blogs, commun Answers and ity of employee problem solving Social Sales, gamifica tion, loyalty Internal Customer Care Communication Loyalty&Sales Duepuntozero Research srl Intellectual Property 19
  • 20. Si definisce l’architettura della SMA Obiettivi Strumenti Azioni Ruoli DeliveryResponsabilità Duepuntozero Research srl Intellectual Property 20
  • 21. Si identificano le tecniche di analisiinterpretative Analisi motivazionale Analisi valoriale Analisi semiotica Digital Analisi testuale Analisi degli influencers Insigths Analisi Netnografica Analisi dei trend Analisi del contenuto descrittive Duepuntozero Research srl Intellectual Property 21
  • 22. Si sceglie il crawler Duepuntozero Research srl Intellectual Property 22
  • 23. Si studiano le modalità di delivery Duepuntozero Research srl Intellectual Property 23
  • 24. In termini pratici… Duepuntozero Research srl Intellectual Property 24
  • 25. Dai Big Data ai Relevant DataI processi di rilevazione automatica e on-going 3- Delivery … and many more Duepuntozero Research srl Intellectual Property 25
  • 26. I relevant Data per la Ricerca/Digital Insight Il metodo Online Conversation Monitor Duepuntozero Research srl Intellectual Property 26
  • 27. La metodologia di sampling perl’approfondimento di analisi di ricerca Tipo di fonte Social Network … Duepuntozero Research srl Intellectual Property 27
  • 28. La metodologia di sampling perl’approfondimento di analisi di ricerca Importanza Emittente Duepuntozero Research srl Intellectual Property 28
  • 29. La metodologia di sampling perl’approfondimento di analisi di ricerca Attività e Viralità Duepuntozero Research srl Intellectual Property 29
  • 30. La metodologia di sampling perl’approfondimento di analisi di ricerca Topic Duepuntozero Research srl Intellectual Property 30
  • 31. Il modello di classificazione dei contenuti Duepuntozero Research srl Intellectual Property 31
  • 32. A proposito di ComunicazioneUser Generated… Klout Score: 63 User Generated Book Campari Online Conversation MonitorTM Duepuntozero Research srl Intellectual Property 32
  • 33. A proposito di sentiment contenuto Duepuntozero Research srl Intellectual Property 33
  • 34. Le analisiDuepuntozero Research srl Intellectual Property 34
  • 35. Il deliveryDuepuntozero Research srl Intellectual Property 35
  • 36. … ma il vero delivery è il Digital Insight! Consumer Digital Strategyunderstanding Marketing & Digital Communication Reputation Duepuntozero Research srl Intellectual Property 36
  • 37. PIRELLI DIGITAL FOR SOCIAL MEDIA WEEKSENTIMENT FOR BUSINESS Pepe Moder
  • 38. WHY SHOULD WE MEASURE SENTIMENT?BUSINESS Efficiency and effectiveness are the key factors for any digital funnelECOMMERCE Continuous improvement based on feedbacks daily collected on the spot all over the netMARKETING You can collect precious insights and anticipate market needs. On the other side, you can prevent slippery problems.BRAND There is often a huge distance between what do we think about ourselves and what our customers perceiveR&D Your customers are the best beta testers of what you sell
  • 39. THE STAKEHOLDERS IMPACT • Commercial • Communincation Strategic goals • Marketing • Owned Actions • Earned • Paid Analitycs• Rational data: traffic measuremen• Qualitative data: sentiment t • Business analisys impact Stakeholders • Budget allocation deck • Strategic plan
  • 40. WHO DOES WHATATTENTION MONITORINGUS PLATFORMS• In charge for the • TRACX english universe • RADIAN 6 2.0 RESEARCH • Responsible for ITA / DE / BR / FRAnalitycsManager• Fully dedicated resource
  • 41. ANALITYCS MANAGER PROFILE• Rules the analitycs platform• Constantly measures all the kpis related to any digital project and proposes corrective interventions• Support the agencies to achieve their delivery• Is respnsible of the molthly reports• Gives a help to read the data• Ideal profile: 35 y.o., at least 3 years prevous experience in similar position and from 6 to 8 years digital experience. Previous experience in the platform industry is preferrable (Clarabridge, Google, etc.).
  • 42. THE BIG PICTUREWeb analytics is the measurement, collection, analysis and reporting of internetdata for purposes of understanding and optimizing the digital ecosystem Traffic data (web sites) Periodical Reports Personal Data (CRM) Sales Data Analytics (Sales) Platform Dashboard Digital ADV Data (Media Center) Project Behavioral Data Optimization (Social Media)
  • 43. WORK IN PROGRESSGEOGRAPHICAL DATA SOURCES COVERAGE HOMOGENEITY INTEGRATION HISTORICAL INTERNAL ANALISYS SENSITIVITY
  • 44. PIRELLI DIGITAL FOR SOCIAL MEDIA WEEKThank you ;-) Pepe Moder Digital Director – Pirelli My mail: pepe.moder@pirelli.com My Skype: Imaginars My Facebook: pepe.moder My twitter: pepe_moeder My Blog: www.intranos.info
  • 45. How to deal with Big Social Data? f.capeci@duepuntozeroresearch.it Grazie! Duepuntozero Research srl Intellectual Property 45

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