Create Values from Big Data & Social Media Mash-Up
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Create Values from Big Data & Social Media Mash-Up

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The term, Big Data, sounds overwhelming. By breaking down Big Data into four different quadrants [Booz & company model], Pam Didner shares a simple process for marketers to tackle big data. It's ...

The term, Big Data, sounds overwhelming. By breaking down Big Data into four different quadrants [Booz & company model], Pam Didner shares a simple process for marketers to tackle big data. It's very vital to clearly identify what you want to solve and select the right tools to conduct your analysis. Separating signal from the noise is an essential skill that marketers will need to develop. Insight from big data, like fashion, is constantly changing. Searching insight from big data is like crafting the art which is never finished. It's an on-going effort.

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  • You need to find North and test if that North is correct.
  • Make sure your data source is not biased. If you go cheap with data coming in, you will get crappy data coming out. Anything not pulled from fire hose or API. A lot of cheaper data. They don’t pay for the data they get.
  • Bad data a lot of noise, no signal.What you want to solve defines your tool selection.

Create Values from Big Data & Social Media Mash-Up Create Values from Big Data & Social Media Mash-Up Presentation Transcript

  • Create Values from Big Data & Social Media Mash-up Pam Didner (@pamdidner) Global Integrated Marketing Manager #omsummit, @omsummit1
  • Big DataInsight
  • Big Data comes in different forms... Google+ Facebook Mobile Phone / GPS Credit History Twitter Instagram Travel History Blogs Pinterest Real Estate Records Census Data External Sensor Data External Sensor Data CRM Web Profiles Online Forums Web Feeds Sales Records SharePoint HR Records Sensor Data Financials Inventory Text DocumentsSource: “Benefitting from Big Data” from Ramesh Nair and Andy Narayanan, Booz & Co.3
  • The Realities... Reality 1: No one tool is able to pull data from four quadrants. Reality 2: Big Data requires testing assumptions and optimization. Reality 3: Insight from Big Data is assumptive.4
  • Create Value from Big Data and Social Media Define the problem to be solved Draw Define your assumptive knowns and insights unknowns Test Find the hypotheses appropriate & optimize tools5
  • Case Study Leverages Structured and Unstructured Data Mobile Phone / GPS Google+ Facebook Credit History Twitter Instagram Quant. Sysomos/Radiant 6 Travel History Research Listening Blogs Pinterest Real Estate Records Census Data External Sensor Data CRM Web Profiles Online Forums Web Feeds Sales Records SharePoint HR Records Sensor Data Financials Inventory Text Documents6
  • Case Study: Aid Strategy Setting Process 1. Define what you Is Intel perceived as a thought leader in cloud want to solve. computing? How does Intel compare among industry leaders? Should Intel launch a cloud campaign? 2. Know your knowns Known: Major Leaders in Cloud Computing and unknowns. Known: Key Words for search Partly Unknown: What is the current Cloud Computing landscape? Unknown: Where does Intel stand? Intel’s share of voice? 3. Select appropriate Sysomos (Listening and Monitoring Tool) tools. On-line Survey in three countries7
  • Social Listening: Share of Voice 2% Share of Voice 0% 0% 10000 3% 0% 3% 8000 5% 21% 6000 7% 4000 8% 17% 2000 10% 0 12% 12% 3-15 3-19 3-23 3-27 3-31 4-12 4-16 4-20 4-24 4-28 5-10 5-14 5-18 5-22 5-26 5-30 6-11 6-15 6-19 6-23 6-27 7-13 7-17 7-21 7-25 7-29 8-10 8-14 8-18 8-22 8-26 8-30 9-11 9-15 4-4 4-8 5-2 5-6 6-3 6-7 7-1 7-5 7-9 8-2 8-6 9-3 9-7 #7 A B C D E F Intel G H I J K L M 193,871 157,269 113,702 112,861 93,608 77,101 64,455 46,791 31,197 24,384 19,098 4,516 3,344 2,8958
  • Social Listening: Share of Voice #7 A B C D E F Intel G H I J K L M 193,871 157,269 113,702 112,861 93,608 77,101 64,455 46,791 31,197 24,384 19,098 4,516 3,344 2,895 Intel experienced heightened activity between September 10th and 14th 2012. Discussions around the IDF2012 drove Buzz. A spike on April 24, 2012 for A company is seen due to the major product launch. Significant increase in activity for B company is observed between the 21st and 31st of August 2012 due to the launch of its Software Suite.9
  • Case Study: Aid Strategy Setting Process 4. Test hypotheses Sysomos: Filter un-relevant data and adjust key words. and optimize. On-line survey: Determine aided and unaided results. 5. Draw assumptive Sysomos data doesn’t fully align with on-line survey insights. results. Intel is in the middle of the pack. The targeted audience is open to hear Intel’s cloud vision. Action: Introduce Intel’s cloud vision as a key strategic initiative.10
  • Future Case Study: Break down data silos On-Domain: Off-Domain Owned: Off-Domain Non-Owned: Omniture Sprinklr Sysomos Top IP Countries Click through rate Share of Voice Top Referral Source Top Content Mentions per Network Top Languages Top Content by Category Top Influencers Shares Per Visit Channel Playlist Views Top Used Keywords Top Shares Top Video Views Sentiment Analysis Top Downloads Total Impressions Gender Profile Top Blog Posts (Combined) Demographic Changes Top 3 Actionable Top Interactions (Combined) Top Geographic Regions Insights Top Time of Interactions Top Trending Subjects Top Time for Impressions Competitive Analysis Weekly Actionable Insights11
  • Three Key Takeaways 1: Clearly define what you want to solve. 2: Separate signal from the noise. 3: Constantly test your insights. There Is No Short Cut!12