This document discusses using big data analytics to understand events and tell data stories. It describes how a company called evolve24 ingests large amounts of data from various sources to analyze topics like emotion, sentiment, volume and content around events. The company uses automated tools to identify trends, patterns and entities in the data to help clients understand situations and prevent adverse reactions. The document provides an example of evolve24's approach analyzing the terrorist attack on a university in Kenya to uncover insights that could help responders.

1. Emotion Drives Behavior:
Building a Data Narrative of People
June 2015

2. Topics We’ll Cover
• What’s Going on?
• What We Can Do with Big Data
• More on Advanced Analytics
• Telling the Data Story
• Questions and Answers
We are going to talk about going from data
ingestion to a data story.
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3. What’s Going On?
We have created
more data in the past
2 YEARS ALONE
than in the entire
history of mankind.
Marketers are
struggling to make
sense of all this new
data and information.
This is new territory
so professionals
must be willing to
think differently.
Big Volumes of
Big Data
Challenges
Gaining Insight
Next Generation
Research
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4. Traditional Research Survey
Social Media Research
The Internet
(Digital Media Research)
The Insights Pool
105X
(~280M)
105X
(~216M)
X
(1,000)
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5. We are a big data analytics and
insights company that measures
audience perception,
and uses that understanding to
help our clients change behavior.
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Who is evolve24?

6. Problem
From CNN: “Gunmen attacked Garissa University College in Kenya
during morning prayers on Thursday, April 2, officials said.”
• Standard questions:
– Who?
– What?
– When?
– Where?
– Why?
• Vast amounts of information is available; and vast amounts of
information is missing.
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http://i2.cdn.turner.com/cnnnext/dam/assets/150402224239-ac-kriel-garissa-attack-00010722-
large-169.jpg
Any group responding to this event – government, local, humanitarian group, aid
organizations, etc… – needs to understand the consequence of their actions.

7. Our Approach to Uncovering Insights
Focus on strategies:
identify, up front, the
results we are targeting.
We then bring in the right
data, use the right
technology and analytics
to assess it, and provide
deep insights and
recommendations aligned
to our goals.
7© 2015 evolve24 All Rights Reserved

8. Strategy – What do we want to know?
• WHO: Who is involved in this event?
• WHAT: What is the social environment?
• WHEN: Is this violence isolated or part of a cycle?
• WHERE: Is this event localized or global?
• WHY: Can we summarize the content of the discussions?
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The technology and process that follow apply to:
• Measuring audience perception for commercial applications,
• Responding to Natural Disasters, and
• Understanding the spread of disease.

9. Data sources – e24 Data Pool
evolve24 offers a comprehensive information landscape, including most any media
source in more than 40 languages across more than 200 countries.
Social Networks, like:
• Twitter
• Facebook
• YouTube
• Google+
• LinkedIn
• and more
60+ million websites
30+ million blog sites
3+ million message boards
40,000 online news sites
1,000+ product ratings sites
600,000+ product categories
53 million scientific and trade magazines from around
the world, print newspapers, magazines, television,
cable & satellite, professional journals, and more…
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10. Technology – Global Collection
• evolve24 ingests data from webpages, blogs, forums, microblogs, YouTube,
comments, etc….
• Articles are processed to use metadata and to calculate behavioral metrics
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11. Volume tells you quantity.
What are people talking about most?
Sentiment tells you mostly good, bad or neutral.
How are people responding?
Reputation measures brand credibility.
What do others say and think?
Automated Analysis: Our Analytics (1 of 4)
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12. Emotion indicates willingness to act.
What do people care about most?
Influence identifies drivers of conversation.
Who pushes the message?
Trust identifies consumer confidence in a brand.
Is your brand trustworthy?
Automated Analysis: Our Analytics (2 of 4)
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13. Automated Analysis: Our Analytics (3 of 4)
People are complex. Behavioral science tells us that emotions drive
behavior. This is the foundational principle behind our Emotion
Score™.
Our emotion indicator measures the emotional intensity of topics,
articles and conversations – or what people care about most - based
academic principles, behavioral psychology. This offers a consistent
scientific approach for determining the importance of any
conversation.
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14. @TwitterUser: Winter is so lame.
“We have no control over our future; our
children are vulnerable which is unfair”
“I hate my parents because they are
controlling my future, making me vulnerable
which I feel is unfair.”
The positive or
negative tonal direction
of a statement toward
an object.
The intensity of
psychological factors
that directly drive
human behavior.
Examples:
Emotions Sentiment
✔
✔
✔
✔
Automated Analysis: Our Analytics (4 of 4)
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15. Global Search (keywords)
• Information Challenge: Finding relevant searches
• In this example, we kept in general:
– “Garissa University College”
– “Garissa University College” AND (“massacre” OR “terror”)
– “Kenya” AND (“massacre” OR “terror”)
– “Kenya” AND (“military”)
– “Kenya” AND (“police”)
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These general queries will pull information about the particular event and
the social context relative to terror (historical), police, and military.

16. Emotion and Sentiment Overview
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17. Volume over Time – Tracking Violence
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Bus Attack
University
Attack
Gunmen
Attack
Governor

18. Emotion over Time
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19. Content (relating to Garissa University College)
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20. Automated Entity Extraction
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21. What’s the story?
21© 2015 evolve24 All Rights Reserved
Search:
Likely to find current
news and trending news
Big Data Search:
Historical
Annotated
Quantified
Identify Trends
Identify Entities
Identify Content
React to Event
Focused
Search
Prevent Adverse
Reactions
React to Event

22. Parting Comments
• Value of Big Data: understanding what the data tells you, and
what it can do for you and your causes.
• Comprehensively collecting and processing media and textual
data means we can observe and quantify changes in both
group and individual behavior over time.
• With automated tools, we can:
– Overcome “too much data” by quantifying and
aggregating the data,
– Find trends and patterns,
– Use the trends and patters to focus our data sets, and
– Disaggregate the data into component pieces.
• With the focused data sets, we can then tell the relevant data
story.
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23. CONTACT US
www.evolve24.com!
Seth Howell
seth.howell@evolve24.com
(703) 564-7193
Thank You!