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MAKE MINE A MANHATTAN: HUMANIZING BIG DATA
- 1. MAKE MINE A MANHATTAN Humanizing Big Data by Jennifer Brett
- 2. Jennifer Brett Senior Insights Lead, LinkedIn Marketing Solutions Humanizing Big Data
- 3. Humanizing Big Data Create Analyze Utilize
- 4. Humans create huge volumes of data every day Posts on LinkedIn feed each day +2m JobViews on LinkedIn every month +400 m Connections made each week +105m
- 5. Big Data starts with a human… What do we know about Sara?Sara Meyer Event Manager, Houston Sports Authority Houston, Texas | Event Planning Current Previous Education HCHSA Wells Fargo, Chase, Hilton University of Pennsylvania Send a message Endorse 446 connections 1st Geographical location Career history Employees in her network Education Groups she belongs to Slideshares she has consumed & shared Content types & subjects she has engaged with
- 6. Big Data needs the human touch…
- 7. Analytics teams should give Big Data meaning
- 8. Big Data is actioned by humans AudienceMeasurementContent Strategy
- 9. Big Data & creativity are a powerful combination
- 10. Humanizing Big Data Create Analyze Utilize
- 11. THANK YOU Humanizing Big Data
Editor's Notes
- Where do humans appear in big data? 3 stages As Peter just said, start with the who? Data starts with a human. It is human interactions, human actions, that create a lot of the big data we refer to But humans are also critical to the next phase of big data – the analysis – or the what of big data – humans are central to crafting stories and making use the numbers. At LinkedIn that team is called Insights, and the human touch is a core part of what we do Finally, it’s about the why – why do we do anything with big data? Why go through the craft? It’s because there is an end user and big data should help them take an action – make a decision, spot an opportunity, do something
- The amount of data we produce every day is truly mind-boggling. There are 2.5 quintillion bytes of data created each day at our current pace, Over the last two years alone 90 percent of the data in the world was generated. Ho much is that? If a billion has 9 zeros, a quintillion has 18 zeros More than 3.7 billion humans use the internet (that’s a growth rate of 7.5 percent over 2016). On average, Google now processes more than 40,000 searches EVERY second (3.5 billion searches per day)!
- Stats on LinkedIn: engagements, etc. How do you better understand your customers? And reach them
- You must bring human intuition to data analysis Big data is just rows and columns but we make sense of it through coding languages, like this screenshot of SQL code The role of your Insights/Analytics team is critical. Can they bring a clear understanding to the data to capture what is needed
- Humans give big data meaning Storytelling They need to understand human behavior and how humans operate How does your data organization do its job? Can you expand data capabilities to more people? Amalgamate different sources: use 3rd party and internal, combining more with customer data
- Data starts with a human, it is best interpreted and given meaning by humans, and finally it is best actioned and utilized by humans Big data enables the end user to make better decisions (tie to storytelling) 3 core areas where we support decision-making: Audience, Content, Measurement
- Big data and creativity are a powerful combination Reference at Ad Week panel
- Where do humans appear in big data? 3 stages As Peter just said, start with the who? Data starts with a human. It is human interactions, human actions, that create a lot of the big data we refer to But humans are also critical to the next phase of big data – the analysis – or the what of big data – humans are central to crafting stories and making use the numbers. At LinkedIn that team is called Insights, and the human touch is a core part of what we do Finally, it’s about the why – why do we do anything with big data? Why go through the craft? It’s because there is an end user and big data should help them take an action – make a decision, spot an opportunity, do something