Download as PDF, PPTX
Everyone Is an Analyst and Data Is Everywhere, But Research Has Never Been Needed More
- 1. Live Tweet #MAMRA2015 EveryoneIs an Analyst and Data Is Everywhere, But Research Has Never Been Needed More David Boyle EVP Insight at BBC Worldwide
- 2. 4/9/15INSERT DOCUMENT NAMEANDVERSION HERE
- 3. OVERVIEW OF SESSION: Mostof our life is digital and the rest is being wired to the Internet at an astounding rate.We don't need to wait for the remaining few things in our life to be connected to the Internet to see that data is everywhere and that nobody can avoid coming across it, interpreting it, and drawing conclusions from it. What role is there for research, when it's competing against bigger data sets that are faster and cheaper to generate – and that are available at people's fingertips? I'll argue that good old fashioned consumer research has never been more needed.And that by taking a few tips from the new world, it can be transformed into something that is more powerful yet more cost- effective than ever.
- 4.
- 5. Insight From the perspectiveof Deep intuitive understanding … comes to mind quickly … without much reflection
- 8. Music: billions of recordsof data available
- 9. We have billions ofrecords of data available Can’t link people across platforms Can’t look by type of person Very narrow in scope ✗ ✗ ✗
- 10. “How Democrats ! WonThe Data War In 2008” “The ability to find hidden pockets of support by analyzing reams of personal data about voters” “It's microtargeting -- the art/science of using scads of consumer data to better communicate effective messages ! to voters -- on steroids” What about in politics?
- 11.
- 12. But what was thereally key piece of data?!
- 13. the really key pieceof data: .!
- 14.
- 15.
- 16.
- 17.
- 19.
- 20.
- 21. Re-work? Second Looks Dark Horses Surebets IMPLICIT Emotionally! unengaged IMPLICIT Emotionally! engaged EXPLICIT Dislike EXPLICIT! Like a lot+
- 22. IMPLICIT Emotionally! unengaged IMPLICIT Emotionally! engaged EXPLICIT Dislike EXPLICIT! Like a lot+ Re-work? SecondLooks Dark Horses Sure bets Sample of BBC shows researched
- 24. @BBCWPress RESEARCH WORLD DATA WORLD RESEARCHWORLD SHOULD LEARN A LOT FROM DATA WORLD
- 25. @BBCWPress RESEARCH WORLD DATA WORLD RESEARCHWORLD SHOULD LEARN A LOT FROM DATA WORLD!
- 26. Hundreds of signals:Massive collection of online piracy and engagement + Cutting edge data science: machine learning and artificial intelligence = One single ‘demand’ number per country
- 29. Is There Stilla Role for Judgment in Decision-Making? 07 AUG 2013 Is good old-fashioned intuition out of date?
- 30. May 11, 1997.Gary Kasparov beaten by IBM’s ‘Deep Blue’ … COMPUTING ISTAKING OVER @BBCWPress
- 31. Gary Kasparov lastyear: 1. PARTNER WITH DATA: “… Teams of human plus machines dominated ! even the strongest computers … Human strategic guidance combined with ! the tactical acuity of a computer was overwhelming …” !
- 32. Gary Kasparov lastyear: 1. PARTNER WITH DATA: “… Teams of human plus machines dominated ! even the strongest computers … Human strategic guidance combined with ! the tactical acuity of a computer was overwhelming …” 2. PARTNER WELL WITH DATA: “… a weak human + computer + better process ! was superior to a strong computer alone ! and, more remarkably, ! superior to a strong human + computer + inferior process …” !
- 33. RESEARCH IS CORE LEARNFROM DATA WORLD (ANDTEACH DATA WORLD) Thank you!
- 34. 4/9/15INSERT DOCUMENT NAMEANDVERSION HERE