1. BUILDING INTELLIGENCE
why data + storytelling is the ultimate act of creation
Presented

2. by:

3.
Gunther

4. Sonnenfeld
12.03.2012
Sydney,

5. Australia
@goonth
http://flavors.me/goonth

6. co-founder chief strategy officer
Southern California based
technology startup accelerator
focusing on platforms that
create social change
venture partner
(clients partners)
CURRENT

7. Co-developed over a dozen in-market
platforms focusing on search, social media
and content distribution. Writer, producer and
technologist. 2010 Forrester Groundswell
Award, several military gaming awards,
Best Documentary at X-Dance, 2 Interactive
Emmy nominations. Contributor to several
books and white papers on social commerce.

9. DATA

10. ARE

11. THE

12. WHAT

13. STORY

14. IS

15. THE

16. WHY

17. (then)
Ancient
cave
dwellers,
sharing
hieroglyphic
stories
and
human
metadata
for
future
generations.

18. (now)(now)
Map
of
global
conversations
dialects
on
Twitter.
Courtesy
of
Fast.Co.Create

19. (language reinvented through technology)

20. “the surprising popularity of Tagalog, a language of the Philippines,
which initially was identified as the 7th most tweeted language...”

22. STORY

23. IS

24. THE

25. WHY
(Numbers)
(words)
Stories illustrate unique human behaviors
through the math language.

26. Graphic
created
by
@GavinKeech.
Datapoints
courtesy
of
O’Reilly
Media.

27. DATA

28. +

29. STORY

30. =

31.
CONTEXT

35. APPLICATION DEVICE
WEB
Alert
Subscription
Profile Updates
Community
Early Warning
Personal Tracking
Immediate Proximity
Crowd-Sourced Air
Quality Info
Condition Treatment
Education
Location-Based
Visualization
(story)
(data) (data)

40. DEVELOPING

41. A

42.
SHARED

43. LANGUAGE

45. Shown here are visualizations of a search query
on Auschwitz, and the semantic distances
representing the accounts of a prison camp
survivor in order to “retell” history...
Courtesy: Marc Mazurovsky Erik Steiner
“Emotional Mapping”

47. Accounts and testimonials from the community are
stored, contextualized and indexed such that their
validity and accuracy is better solidified.The colors
represent various storytellers (eyewitnesses) along with
the emotional distances between words and phrases...

48. The associative
experiences are then
compared and evaluated
through a similar context.
The result is an entirely
new way of presenting
history, and predicting
outcomes for the future
based on newly identified
patterns of language and
emotion.

49. STORYTELLING

50. IS

51.
PROBLEM-SOLVING

52. Richer Content
MATH + STORY
Better Data
Stronger Privacy
Richer Content
A BIG PROBLEM:“THE FILTER BUBBLE”
our media, our audiences AND OUR MARKETS
all suffer from filtering. the answer?
shared story real-time data.

53. HERE’SWHAT “THEY” (THE MEDIA) SAID

54. HERE’S WHAT CAN BE DONE
create AND DEPLOY dynamic ‘newsrooms’ that merge the best of people
technology to serve the needs OF, and solve problems for, the biggest
brands in the world.
The CULTURA/Brand Channel
Newsroom. One of the most profitable
(and least talked about) business units
in the entire Omnicom Network.

55. WE

56. ARE

57. DATA
(people

58. are

59. media)

60. A ‘NEW’ ITERATION:THE OPEN NEWS DESK

61. Solving
the
education
problem
with
domain
experts
and
students
using
data
+
story
prototyping.
I’ve got it!
This is weird...
This is amazing...Put
your
back
into it!

62. DATA HIGHLIGHTS
WHY THE CHALLENGE
IS MORE IMPORTANT
THAN THE SOLUTION

63. AUDIENCES

64. ARE

65.
PARTNERS

68. Conversations and shared
media are indexed to
determine the value of
stories according to the
genre. (Courtesy of eCairn)

69. Conversations (content) are then
mapped out to determine the
associations between people...

70. Those communities of content enthusiasts (and
influencers) are then physically mapped out across
geographies to determine local and global relevance.

72. WHAT?
SO

73. WHAT?
NOW

74. WHAT?

75. “Deliver me an
audience, or else...”

76. redefining
‘platform
release’

77. MARKETING

78. IS

79. AN

80.
OPPORTUNITY

81. TO

82.
ACTUALLY

83. BUILD

84. A

85.
MARKET

86. STORY DATA
MARKETING
INTEL
product platform
planning
building intelligence...

92. (outdoor media depicting Bronson-
esque showdown; takes data to make
new creative)
(rich media depicting Dali-esque
trainwreck; collects data on user
interests)

93. (graphic novels told as prequels)

94. EMERGENT: audience data idea (co)creation
distribution adaptation metadata
HISTORICAL: creator idea development
distribution audience (data)

95. Old story:
“We’re making a film or a game to
(hopefully) build an audience.”
New story:
“We’re building an audience to (possibly)
make a film, a game, or......”

96. (To the studio):
“We’re lowering
production costs, and
increasing revenue
streams tied to
distribution.”
SIMILAR conversations, different contexts.
(To the investor):
“We’re delivering
an audience.”
(To the media company):
“We’re building a
platform that can scale.”

97. THE NEED FOR CONTEXT
(or:“What’s the real value of a story?”)

98. The power of language, yo.
(semantic interoperability, contextual
computation intertextuality)

99. (R)EVOLUTIONARY RESULTS
OCCUPYSearch Query:
TEXT PHOTOSVIDEO OTHER
1.
The
engine
indexes
the
web
using
the
story
matrix...
3.
Then
they
start
to
7ill
out
the
real
story
of
information
and
web
objects.
2.
Ontologies
emerge...

100. (R)EVOLUTIONARY INSIGHTS
MARKET
What
impact
does
OCCUPY
have
on
global
transactional
markets
right
now?
What
stories
about
OCCUPY
have
the
most
relevance
and
most
likelihood
to
manifest
in
a
market?
What
industries
are
most
affected
by
the
inJluence
OCCUPY
social
movements
have
had
on
labor
unions
(for
example)?
These
ontologies
and
web
objects
form
distinct
associations,
or
entities,
between
the
user,
the
information
indexed
and
the
universe
of
real-­‐time
and
predictive
outcomes
any
theme
or
story
re:
“OCCUPY”
can
present,
at
any
given
instance
in
which
they
are
presented.
The
results
reveal
highly
unique
insights
about
culture
business.
JOURNALISTIC
INDIVIDUAL
INDUSTRY
What
do
these
OCCUPY
stories
mean
to
a
user
in
the
relation
to
his
or
her
social
or
interest
graph?
THE MEDIA ENTITY
(a
single
instance
for
“OCCUPY”)
THE VALUE SET

101. 1.EMERGENCE
2. SOCIALIZATION
3. LEARNING
THE FUTURE OF THE MEDIA
BUSINESS (AS A WHOLE) HINGES ON
THESE THREE THINGS:

102. THE BIG PIVOT
Co-­‐written
with
Brendan
Howley
Sasha
Grujicic.
Coming
in
2013.
How a revolution in data +
storytelling is transforming brands,
markets and economies.

104. thank

105. you.