Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Low fidelity data mining for planners, from Planning-ness 2014

7,391 views

Published on

My talk from Planning-ness 2014 in Portland, Oregon on data mining and data resources for the communications planning community. This talk was designed to be used in conjunction with Pollitt, available on Github at https://github.com/iandfitzpatrick/pollitt

Published in: Marketing

Low fidelity data mining for planners, from Planning-ness 2014

  1. 1. HELLO, MY NAME IS IAN FITZPATRICK. PLANNER DATA SCIENTIST DEVELOPER PLANNING-NESS PDX 2014
  2. 2. HELLO, MY NAME IS @IANFITZPATRICK. PLANNER DATA SCIENTIST DEVELOPER PLANNING-NESS PDX 2014
  3. 3. MY JOB IS TO HELP ORGANIZATIONS BUILD TOOLS AND SYSTEMS THAT ENABLE THEM TO SEE THE WORLD THROUGH THE EYES OF THEIR USERS. PLANNING-NESS PDX 2014
  4. 4. LET’S GET EXCITED ABOUT WHAT WE CAN DO AND MAKE WITH DATA BY STARTING WITH A FEW THINGS THAT I’M GOING TO GIVE TO YOU. PLANNING-NESS PDX 2014 | photo from Vintage Portland
  5. 5. GET EXCITED AND MAKE THINGS PLANNING-NESS PDX 2014 | photo from Vintage Portland
  6. 6. MOST DATA DOESN’T EXIST YET — AT LEAST NOT IN A FORM WE RECOGNIZE. PLANNING-NESS PDX 2014 | photo from Vintage Portland
  7. 7. DO MOST RUNNERS CARRY A SMARTPHONE WITH THEM WHEN THEY ? HEAD OUT FOR A RUN PLANNING-NESS PDX 2014 | photo from Vintage Portland
  8. 8. WHAT DO WE KNOW ABOUT THE RELATIONSHIPS BETWEEN RUNNERS AND ? THEIR PHONES PLANNING-NESS PDX 2014 | photo from Vintage Portland
  9. 9. QUANTITATIVE VS. QUALITATIVE IS A FALSE CHOICE. THEY ARE INTENDED TO FUEL ONE ANOTHER. PLANNING-NESS PDX 2014 | photo from Vintage Portland
  10. 10. MINES GIVE US ORE, NOT BARS OF IRON. PLANNING-NESS PDX 2014 | photo from Vintage Portland
  11. 11. WE ARE LOOKING FOR THE TRUTH WE ARE LOOKING FOR ANSWERS WE ARE LOOKING FOR THE INTERESTING PLANNING-NESS PDX 2014 | photo from Vintage Portland
  12. 12. THE INTERESTING? ! THE UNANTICIPATED AT SCALE THE MOST TYPICAL THE LEAST TYPICAL OUTSIDERS THAT LOOK LIKE INSIDERS PLANNING-NESS PDX 2014 | photo from Vintage Portland
  13. 13. PLANNING-NESS PDX 2014 | photo from Vintage Portland
  14. 14. SO WE’VE GOT THIS BIG PILE OF INFORMATION…WHERE DO WE GO TO FIND ? THE INTERESTING PLANNING-NESS PDX 2014 | photo from Vintage Portland
  15. 15. CONVERT A RANGE OF RICH DATA AND DATATYPES TO A COMMON STRUCTURE WE CAN USE TO COMPARE IT. 1) PLANNING-NESS PDX 2014 | photo from Vintage Portland
  16. 16. CONVERTING TO BINARY ALLOWS US TO MEASURE IT DISPASSIONATELY AND OBJECTIVELY. ! THINK OF IT AS BEGINNER’S MIND. PLANNING-NESS PDX 2014 | photo from Vintage Portland
  17. 17. AGE 13: ! UNDER 15 OVER 12 OLD ENOUGH TO SEE A PG-13 MOVIE OLD ENOUGH TO BE ON FACEBOOK BORN IN THE 1990’S NOT A DRIVER DOESN’T UNDERSTAND BUFFY REFERENCES PLANNING-NESS PDX 2014 | photo from Vintage Portland
  18. 18. ONCE THE DATA HAS A COMMON FORM, WE CAN BEGIN TO DERIVE OUR OWN CASES AND ASSOCIATIONS FROM IT. 2) PLANNING-NESS PDX 2014 | photo from Vintage Portland
  19. 19. ALMOST ANY INFORMATION CAN BE CONVERTED TO ONE OR MORE BINARY DATA POINTS PLANNING-NESS PDX 2014 | photo from Vintage Portland
  20. 20. ZIP CODE 97218 + VOLVO OWNER: ! URBAN VEHICLE OWNER URBAN EUROPEAN VEHICLE OWNER URBAN UPSCALE VEHICLE OWNER? GENTRIFER? PLANNING-NESS PDX 2014 | photo from Vintage Portland
  21. 21. DERIVATION IS AN ART. YOU WILL GET BETTER AT IT. IT GETS MORE INTERESTING WHEN IT BEGINS TO COMPOUND. PLANNING-NESS PDX 2014 | photo from Vintage Portland
  22. 22. 3)EQUATION. INTRODUCE NEW, OUTSIDE DATA INTO THE PLANNING-NESS PDX 2014 | photo from Vintage Portland
  23. 23. “I WONDER HOW __________ IS RELATED TO __________” ? PLANNING-NESS PDX 2014 | photo from Vintage Portland
  24. 24. POPULATION DENSITY, AVERAGE RAINFALL, BIRTH RATE, COST OF LIVING, AIR QUALITY, WATER TABLES, SALES DATA, AVERAGE HOME PRICE, BOOK SALES, PRODUCT RECALLS AND GAS PRICES. PLANNING-NESS PDX 2014 | photo from Vintage Portland
  25. 25. BUZZDATA THE CENSUS BUREAU DATA.GOV DATA MARKET FREEBASE GOOGLE PUBLIC DATA INFOCHIMPS SOCRATA […] PLANNING-NESS PDX 2014 | photo from Vintage Portland
  26. 26. “I WONDER HOW __________ IS RELATED TO __________” ! CUSTOMER SATISFACTION w/ AN AUTOMOTIVE BRAND? CUSTOMER SALES DATA FOR A SKATE BRAND? A MEMBERSHIP SURVEY OF A LARGE URBAN LIBRARY? TROOP SATISFACTION DATA ON US MILITARY INSTALLATIONS? RENEWAL REGISTRATION DATA FOR MUSEUM MEMBERSHIPS? CLICK-THROUGH ON A CAMPAIGN FOR A DIAPER BRAND? MEMBERSHIP RENEWAL RATE FOR A WAREHOUSE CLUB? RETENTION RATE FOR AN ONLINE UNIVERSITY? PLANNING-NESS PDX 2014 | photo from Vintage Portland
  27. 27. THIS WILL CHANGE THE WAY YOU CAPTURE DATA — AND THE DATA YOU CAPTURE — FOREVER. PLANNING-NESS PDX 2014 | photo from Vintage Portland
  28. 28. LOWERING THE COST OF ASKING A QUESTION INCREASES THE LIKELYHOOD THAT WE’LL ASK IT IN THE FIRST PLACE PLANNING-NESS PDX 2014 | photo from Vintage Portland
  29. 29. $499.00 USER DATA FROM A FEW THOUSAND PEOPLE + $24.99 WUFOO SURVEY + $0.00 OPEN DATABASE + $0.00 JAVASCRIPT + $0.00 MATH, YO ! $523.99 PLANNING-NESS PDX 2014 | photo from Vintage Portland
  30. 30. WHEN THAT COST APPROACHES ZERO, YOUR CAPACITY TO WORK WITH DATA IS LIMITED ONLY BY PROCESSING POWER AND YOUR CURIOSITY. PLANNING-NESS PDX 2014 | photo from Vintage Portland
  31. 31. 4)RUN THE NUMBERS. PLANNING-NESS PDX 2014 | photo from Vintage Portland
  32. 32. 5)LOOK FOR THE UNANTICIPATED PLANNING-NESS PDX 2014 | photo from Vintage Portland
  33. 33. DECIDING THAT WE’RE IN PURSUIT OF QUESTIONS, NOT TRUTH, CREATES OPPORTUNITY. PLANNING-NESS PDX 2014 | photo from Vintage Portland
  34. 34. A PARTY FAVOR: PLANNING-NESS PDX 2014 | photo from Vintage Portland
  35. 35. PLANNING-NESS PDX 2014 | photo from Vintage Portland
  36. 36. THANK YOU KINDLY. @IANFITZPATRICK BEALMIGHTY.COM WINDING.CO PLANNING-NESS PDX 2014

×