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3 WAYS TO CONNECT DATA WITH
PEOPLE
Lessons from Big Media Corporations
Jeremy Shafton
Sales & Marketing Director
Many of the tools and techniques used by the big guys are within
reach of smaller organizations
Data is for everyone
Today, we are going to give you
tools for your toolbox
💡!
Data needs to be at the human level
??
?
Visualization
Context
Values
3 Ways to make data connect
%/%
Segmentation
Hi. I
like
cheese
.
VISUALIZATION
Technique #1
Raw data can be overwhelming
??
?
Say it visually instead
0
5
10
15
20
25
30
35
40
California
Texas
NewYork
Florida
Illinois
Pennsylvania
Ohio
Georgia
Michigan
NorthCarolina
NewJersey
Virginia
Washington
Massachusetts
Arizona
Indiana
Tennessee
Missouri
Maryland
Wisconsin
Minnesota
Colorado
Alabama
SouthCarolina
Louisiana
Kentucky
Oregon
Oklahoma
PuertoRico
Connecticut
Iowa
Mississippi
Arkansas
Utah
Kansas
Nevada
NewMexico
Nebraska
WestVirginia
Idaho
Hawaii
Maine
NewHampshire
RhodeIsland
Montana
Delaware
SouthDakota
Alaska
NorthDakota
DistrictofColumbia
Vermont
Wyoming
Total Population by US State
Populationinmillions
2016 ACS 5 Year Estimates
People get maps, too
NUMBERS IN CONTEXT
Technique #2
Counts
2016 ACS 5 Year Estimates
1,696,250
of PA Residents have
a disability
Percentages
13.5%
of PA Residents have
a disability
2016 ACS 5 Year Estimates
Indexes
%
value%
comparison
Indexes
% disabled PA
% disabled
US
12.4%
Indexes
13.5%
12.4%
Indexes
13.5%
= 1.09
Values >1
indicate over
indexing
SEGMENTATION
Technique #3
Segment: a set of characteristics that define a
target subset of a population
Example segmentation factors from the ACS
Gender:
Female
Age:
25-35
Immigration
Status
Education
Level: High
School Grad
Employment
Status:
Part time
English
Proficiency:
Fluent
Tenure:
Less than 6
months
Number of
Cars:
None
Rent as a %
of salary:
>50%
Family
Status:
Individual
Number of
Bedrooms:
4 or more
Home
Heating
Method:
Gas
Experian’s Mosaic Segments
American Royalty
• Top 1% of income
• Over 50
• Latest Tech
Diapers and Debit
Cards
• Below Average
HH Income
• Live in apartment
blocks
• Have kids
• Live through their
phones
Rooted Flower
Power
• Over 60
• Tenure over 10
years
• Comfortable but
frugal
• Will watch
commercials
Building personas from segments
Person Q. Person
Age: 25-35 years
Location: Small PA city without a
public transportation system
Profile:
Balances family responsibilities with
work obligations. Single with three
kids or fewer. Short on time, but
values leisure. Would take long walks
on the beach if there were one close
by.
Additional Resources
• If you are technical or interested in geography:
→ github.com/nosila/
• Best source of free census data:
– American Fact Finder
– Tiger/Line database
• List of Mosaic Segments:
→ goo.gl/rr9mco
BlastPoint Demo
• We provided free access for the Conference to follow
along with a demo of BlastPoint.
• Contact jeremy.shafton@blastpoint.io for a personal
demo!
Thank you!
jeremy.shafton@blastpoint.io
(412) 474-2177
blastpoint.io
@blastpointinc

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Harnessing the Power of Data to Improve Your CEDS: Shafton

  • 1. 3 WAYS TO CONNECT DATA WITH PEOPLE Lessons from Big Media Corporations Jeremy Shafton Sales & Marketing Director
  • 2. Many of the tools and techniques used by the big guys are within reach of smaller organizations Data is for everyone Today, we are going to give you tools for your toolbox 💡!
  • 3. Data needs to be at the human level ?? ?
  • 4. Visualization Context Values 3 Ways to make data connect %/% Segmentation Hi. I like cheese .
  • 6. Raw data can be overwhelming ?? ?
  • 7. Say it visually instead 0 5 10 15 20 25 30 35 40 California Texas NewYork Florida Illinois Pennsylvania Ohio Georgia Michigan NorthCarolina NewJersey Virginia Washington Massachusetts Arizona Indiana Tennessee Missouri Maryland Wisconsin Minnesota Colorado Alabama SouthCarolina Louisiana Kentucky Oregon Oklahoma PuertoRico Connecticut Iowa Mississippi Arkansas Utah Kansas Nevada NewMexico Nebraska WestVirginia Idaho Hawaii Maine NewHampshire RhodeIsland Montana Delaware SouthDakota Alaska NorthDakota DistrictofColumbia Vermont Wyoming Total Population by US State Populationinmillions 2016 ACS 5 Year Estimates
  • 10. Counts 2016 ACS 5 Year Estimates 1,696,250 of PA Residents have a disability
  • 11. Percentages 13.5% of PA Residents have a disability 2016 ACS 5 Year Estimates
  • 13. Indexes % disabled PA % disabled US
  • 17. Segment: a set of characteristics that define a target subset of a population
  • 18. Example segmentation factors from the ACS Gender: Female Age: 25-35 Immigration Status Education Level: High School Grad Employment Status: Part time English Proficiency: Fluent Tenure: Less than 6 months Number of Cars: None Rent as a % of salary: >50% Family Status: Individual Number of Bedrooms: 4 or more Home Heating Method: Gas
  • 19. Experian’s Mosaic Segments American Royalty • Top 1% of income • Over 50 • Latest Tech Diapers and Debit Cards • Below Average HH Income • Live in apartment blocks • Have kids • Live through their phones Rooted Flower Power • Over 60 • Tenure over 10 years • Comfortable but frugal • Will watch commercials
  • 20. Building personas from segments Person Q. Person Age: 25-35 years Location: Small PA city without a public transportation system Profile: Balances family responsibilities with work obligations. Single with three kids or fewer. Short on time, but values leisure. Would take long walks on the beach if there were one close by.
  • 21. Additional Resources • If you are technical or interested in geography: → github.com/nosila/ • Best source of free census data: – American Fact Finder – Tiger/Line database • List of Mosaic Segments: → goo.gl/rr9mco
  • 22. BlastPoint Demo • We provided free access for the Conference to follow along with a demo of BlastPoint. • Contact jeremy.shafton@blastpoint.io for a personal demo!