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Big data and
its possibilities
for Marketing
Research
Zeynep Yetis-Larsson
Stockholm School of Economics
September, 2013
A Big Bang in the Information Universe
Source: IDC/EMC
2.7bn
daily comments and
”likes” on Facebook
500M
daily posts on Twitter and
Weibo combined
200k
videos uploaded to
YouTube daily
Computers are getting smarter
Big Data is big money
From social media to consumer insight
Bitcoin Study
Semantic network analysis
• Bitcoin Forum (English)
• 1.15 mln posts by 21,903 people
• 85% all posts / 89% all people
Forum Topics over Time
Technical
Exchanges
Legal
Reflections
• The information is out there, the challenge is to extract value
• The results are not representative of the broader population
• Explorative – great way of generating insights and finding new
patterns
• Possible to switch between levels – macro and micro
• Not restricted to a certain field period – possible to track back in
time
• Offers deep understanding of phenomena
• Complements rather than substitutes other methods
• Unobtrusive, but potential privacy issues
• Cultural and contextual understanding is necessary
Please fell free to contact me for
questions & comments!
Zeynep Yetis-Larsson
Zeynep.Yetis@hhs.se
https://twitter.com/zyetis
http://se.linkedin.com/in/zeynepyetislarsson
http://www.slideshare.net/ZeynepYetis/
9

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Managing marketing processes

  • 1. Big data and its possibilities for Marketing Research Zeynep Yetis-Larsson Stockholm School of Economics September, 2013
  • 2. A Big Bang in the Information Universe Source: IDC/EMC 2.7bn daily comments and ”likes” on Facebook 500M daily posts on Twitter and Weibo combined 200k videos uploaded to YouTube daily
  • 4. Big Data is big money
  • 5. From social media to consumer insight
  • 6. Bitcoin Study Semantic network analysis • Bitcoin Forum (English) • 1.15 mln posts by 21,903 people • 85% all posts / 89% all people
  • 7. Forum Topics over Time Technical Exchanges Legal
  • 8. Reflections • The information is out there, the challenge is to extract value • The results are not representative of the broader population • Explorative – great way of generating insights and finding new patterns • Possible to switch between levels – macro and micro • Not restricted to a certain field period – possible to track back in time • Offers deep understanding of phenomena • Complements rather than substitutes other methods • Unobtrusive, but potential privacy issues • Cultural and contextual understanding is necessary
  • 9. Please fell free to contact me for questions & comments! Zeynep Yetis-Larsson Zeynep.Yetis@hhs.se https://twitter.com/zyetis http://se.linkedin.com/in/zeynepyetislarsson http://www.slideshare.net/ZeynepYetis/ 9

Editor's Notes

  1. Reference: http://www.greenbookblog.org/2012/03/21/big-data-opportunity-or-threat-for-market-research/