the Digital Data
US Dept. of Housing and
OCIO Learning Session
Dr. Gigi Johnson
… as I’ve said many times
the future is already here
William Gibson, 1999, NPR
— it’s just not very evenly
In this introductory-level session, we will share:
Strategies and tools for
creating a proactive “pull”
of the right abundant data
for decisions coming up
Ways to save you an hour
a week in how your team
may be using data now
Insights into social media
as a business intelligence
tool for listening, not just
Ways to spy a bit on your
competitors’ actions and
We face a
Consumers and Competitors Decide
Everywhere and Are Throwing Off
Big Data: Big Business But Not
Despite free/cheap tools,
smaller businesses often do
not use Internet customers or
external market research data
to make strategic or marketing
Our Core Discussion
How will better use of data improve the Key
Performance Metrics of my firm or in my job?
What is my Data Strategy?
• Understanding opportunity cost in time
• Dealing with uncertainty
• Make better decisions
5 steps to both grow and simplify
2. Create Simple Systems
5. Share (Smart)
How we can use this abundant data to make
better daily and strategic decisions?
W’s: Who, What, Where, When, Why,
• What do I need to know?
• What is available out there already?
• How much money and time will this cost?
• What is available for free or cheap?
– Will that service go away because it doesn’t have
a robust business model?
– Is it free or cheap because they share rights to my
Consideration Sets –
Data Affecting Choice
“I found this cool product at the convention, and
the salesperson said…”
• Anchors — first ideas or data lock in the process and create
• Art of the Possible — how broad of a range of options?
―Just In Time‖ Search — Not Neutral
• Keywords/Taxonomies/ Domain Phrases — words we use
• Affected by location, mode (e.g., mobile), past searches
• Nature of Google (67% of US Searches): Inbound links, not
public popularity, and Google’s PageRank index
• Search & Social drives Ads: re-targeting and augmentation
“Just in Time”
“The Accidental Creative”
Setting up queues for
2. CREATE SIMPLE SYSTEMS
How can we use tools and design systems to
use data for decision-making and business
The Words We Use and
Plan Around Matter
– Google Keyword Planner -- challenge of Google
Analytics and keywords
– Alexa -- keywords
• Our own “taxonomy”
– How do we search, gather, and re-find information
for our work domain/field?
– What words are important to other people, esp.
current and potential customers?
Other Starting Tools
• Google Analytics
• Web Traffic
Twitter ―Scraping‖ – Following
Competitors and Experts
• SocialBro, Tweetdeck, Hootsuite, + MANY
Industry Specific: Growing
• Next Big Sound
Storage and Replay:
Social Bookmarking & Dashboards
• What to DO with the darned information once
we have it — for ourselves and for our
– Diigo in Social Bookmarking
– NetVibes in Dashboards for teams
Easy to Track Website Changes and
Storage and Rediscovery
Hard Drive — cost in time and resources,
• Tendency: Folders on hard drives, with uncertain
• Tagging: Taxonomy of stuff
• Hard Drive or Cloud?
• Evernote (Your 100 year memory)
• Dropbox (consumer), Box.net (end products with
• Google Drive
• Dropbox -- challenge - notifications
• Shoulder-tapping systems in a busy world
Continuing Challenges in Data
Finding, Storage, and Rediscovery
• How do others think?
• Retention Policies — when do we ditch it?
• Who owns this?
• How do I remember to come back to changed
data? Does this still need to tap my email?
Opportunity in New Combinations
• Reorganization — going through old folders
• Forced Adjacency — putting ideas together
that normally don’t mix
Become ―Net Smart‖
Net Smart Now in Paperback:
Peeragogy.org 2.0 Handbook: PDF at http://peeragogy.net/peeragogy-2.0-print.pdf
How can we use data from inside and out
that is already around us?
Through Social Media
• Skimming from social
• Skimming through social
• Real-time analysis
• Connecting databases of
data with your own
Challenges with Aggregated Data
• Who are you? Multiple devices or browsers
• Who are you? 5 users on Netflix, etc.
Source: By Jeremy Keith (Flickr: Cuddling with multiple devices)
[CC-BY-2.0 (http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons
Data – Presence and Connecting as
Content and Data
• Social Networking as content
– Twitter, Facebook, Tumblr, FourSquare, Reddit–
what are you doing and what do you like?…with
• Ecosystems around ecosystems: Twitter and FB
– Diigo, StumbleUpon, Pinterist, Tumblr, Instagram,
Vine, SnapChat – what are you looking at?
– Spotify, YouTube, and Pandora –what are you
Business Intelligence through
• Basic and Easy: Job
• Scraping Twitter
feeds of competitors
• Google Alerts – any
keywords that you
How can we use visuals to make and
persuade around decision and data?
Visualization: Decision Framing with
1. Use visuals to made decisions with data
2. Use visuals to convince others in
organizations to make similar or better
One Example: Gapminder
Concept Mapping – data
tools-galore/ -- Detailed resources
• Visual.ly – Platform to create new infographics
• Piktochart – Transforms your information into
• Infogr.am - Create interactive charts and infographics.
• Gephi – Like Photoshop for data. Graph visualization
and manipulation software.
• Tableau Public - Free data visualization software.
• Free Vector Infographic Kit – Vector infographic
elements from MediaLoot.
• Weave – Web-based analysis and visualization
• iCharts – Charts made easy.
• ChartsBin – A web-based data visualization tool.
• GeoCommons – See your data on a map.
• VIDI – A suite of powerful Drupal visualization modules.
• Prefuse – Information visualization software.
• StatSilk – Desktop and online software for mapping and
• Gliffy – Online diagram and flowchart software.
• Hohli – Online charts builder.
• Many Eyes – Lets you upload data and create
• Google Chart Tools – Display live data on your site.
5. SHARE (SMART)
How can we work with teams and partners to
best use collaborative data and tools?
Current Knowledge Patterns
• Common: email, print to share, cloud or hard
– Weak choice to filter, find, and discover
– Demographic differences
– “Zero” cost – high social costs for others, social
How do you discover, filter, and store business
Knowledge Management for
• Modern Challenge: Distributive project
– Salesforce as a $38 billion market cap business
• Assumptions and unspoken routines
• Difference by audience and type of work
– E.g., creative tools at
We (vs Me) and Data
• Collaboration Tools – More than just shared
• Physically Distributed Teams: Dropping Avg.
– 225 in 2010 to 176 in 2012 and 150 in 2013
– 195 in 2012, down from 250 “Gold Standard”
(Norm Miller, UCSD)
More Obvious Tools:
Sync and Share
Just a Step in the
Digital River Firehose
• This is just a starting step down an interesting
path . . . How do we balance time, value,
information, and behavior of others?
• Resources change with greater speed . . . How
do we keep tabs on what is possible and shift
from what is outdated?
Gigi Johnson, EdD
We are working on a spectrum of abilitiesData architects and web-based advertising systems are growing data ecosystemsThe Average person is further back on the spectrum
This introductory-level session is for team leaders who want a healthy sampling of tools and techniques. The webinar will conclude with suggestions on further areas to develop your skills and find additional solutions.
We live in an era of a growing data tsunami.Consumer web applications are throwing data off like dandruff. “Big data” and “The Internet of Things” are being thrown around as buzzwords in strategic planning and IT spending. 90% of data supposedly has been created in the past two years.
Data-driven decisions and consumptionMobile: Here/now – 80% of emails, 40-60% of social media engagementSemantic Web: Digest it for youReal-Time Search: Each TweetMassive infrastructure challenges with data systems, algorithmsMassive need for “onramps” for your average businessContext + Social + Ad streams drive new Consumer Data and Insights Rise of the attention economy – bifurcation of immediate purchase data and the need to simplify digital livingAbility to track actual paths of influence and just-in-time data
Big Companies = Mixed BagTitles often Data Scientists or Data ArchitectsData Analytics Association — need to be “understood” or connect with line executives
Challenged-- strategic leaders in companies without a data team.MessyTakes timeTools changeIdentity driving choiceThat's too technical. I'm not a data person. That's not my job.Relationship with time. Use time differently — alternate use of data timestealing our email time backbuilding a Pull lifeData vs. time in decision makingMatching time, decisions, and tools -- big data in your own world.Era of data abundance -- changing structures to support
What should we do?
Wrestle with uncertaintyDecision, alternative creation. Problem and opportunity identification.
Questions to Intel 10 years ago on our Digital Stuff
New Cow Paths of Behavior and Information
Email -- awkward, unspoken solution setGeorgetown Press -- emailDavid Pyott and his cc ruleTom Mendez and Dudley Mendenhall -- piles of papers upon request
Illusions of productivity software. Collaborative support tools. Creativity in groups white boards, colored pens. Past whiteboards with printers. Error rates, simplicity of use. Dan Shneiderman framework.