Big Data, Small Data, Data that Totally Rocks - SMWTO

867 views

Published on

Presented at Social Media Week, Toronto. Summed up, it's not the size of your data, but how you use it. Start from the position of a question

Published in: Business, Technology
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
867
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
7
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide
  • Photo JD Hancockhttp://www.flickr.com/photos/jdhancock/8031897271/
  • Image:luclegayhttp://www.flickr.com/photos/luc/5418037955/
  • Photo by Tama Leaverhttp://www.flickr.com/photos/tamaleaver/7419788172/
  • Photo by Debabratadhttp://www.flickr.com/photos/debabratad/4569271310/
  • Photo by J. Reed http://www.flickr.com/photos/jreed/1352409015
  • Photo by NateOnehttp://www.flickr.com/photos/nateone/3240716239/
  • Purse – photo LululemonAthleticahttp://www.flickr.com/photos/lululemonathletica/4209254375Cocoa Butter – photo the cardinal de la villehttp://www.flickr.com/photos/franciscouhlfelder/5404451647Blue rug – Andie712b http://www.flickr.com/photos/andie712b/4619093237
  • Phototorbakhopperhttp://www.flickr.com/photos/gazeronly/6150401295/
  • Photo by J. Reed http://www.flickr.com/photos/jreed/1352409015
  • Photo pandemiahttp://www.flickr.com/photos/pandemia/6731863193/
  • Photo pandemiahttp://www.flickr.com/photos/pandemia/6731863193/
  • Public Access photo by jmv - http://www.flickr.com/photos/jmv/2734200159Benedict Cumberbatch on set for Sherlock by bellaphonhttp://www.flickr.com/photos/bellaphon/4409531705/
  • Turtle - “Jonathan Zander (Digon3)“http://en.wikipedia.org/wiki/File:Florida_Box_Turtle_Digon3_re-edited.jpgKrang - http://mikev.me/ Mike V
  • Photo by Marshall Astor – Food Fetishist http://www.flickr.com/photos/lifeontheedge/230245129
  • Photo by Tama Leaverhttp://www.flickr.com/photos/tamaleaver/7419788172/
  • Photo by Evil Erin http://www.flickr.com/photos/evilerin/3098610791
  • Big Data, Small Data, Data that Totally Rocks - SMWTO

    1. 1. Big Data, Small Data, Data that Totally Rocks
    2. 2. Rob Clark Director Insights & Measurement Edelman Digital @theelusivefish
    3. 3. “Any sufficiently advanced technology is indistinguishable from magic.” - Arthur C. Clarke
    4. 4. If we take DATA
    5. 5. and then add… DATAMORE DATA
    6. 6. as well as… DATAMORE DATA EVEN MORE DATA
    7. 7. in addition to… DATAMORE DATA EVEN MORE DATA YET EVEN MORE DATA
    8. 8. AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA YET EVEN MORE DATA and so on, and so on, and so on… DATAAND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA AND THEN SOME MORE DATA EVEN MORE DATA
    9. 9. Ala Peanut Butter and Jelly Sandwiches!!!!
    10. 10. 1. Collect data 2. ??? 3. Profit.
    11. 11. It’s not the size of your data, It’s how you use it.
    12. 12. Target Case study… An example…
    13. 13. Identify pregnancy before any official announcement to target marketing before competitors
    14. 14. 87% Guest ID assigned to every customer Tied to credit card, name, email address. Purchases analyzed and commonalities from pregnancies identified. Combine for score that predicts both pregnancy and due date…
    15. 15. NOTE: The Creepy Factor GAH!!! A Target snuck up and is right behind me, isn’t it?
    16. 16. SHAZAM!!!!
    17. 17. Target Case study… But it wasn’t magic. Just effective targeting.
    18. 18. 1. IDENTIFY A QUESTION TO BE ANSWERED, A PROBLEM TO BE SOLVED 2. COLLECT RELEVANT INFORMATION ON THE ISSUE 3. ANALYZE THAT INFORMATION 4. FORM A CONCLUSION Effective use of data
    19. 19. “But @theelusivefish,” you tweet, “that’s nice and all, but what does that have to do with social media data?” “YEAH!,” tweet others in agreement and then RT, “that’s nice and all, but what does that have to do with social media data?” “hashtag hashtag hello, I’ve got a great deal on viagara cialis bit.ly/343q2a” tweets an anonymous bot that saw activity on the topic and dived in for the sale. Because it’s not about ‘social media’ data. It’s about ‘DATA’. Like people, you want to treat data the same no matter where it came from.
    20. 20. But let’s talk about a familiar social media tactic: ‘Online Influencers’
    21. 21. $$ $ $
    22. 22. Who would have ever thought that one day, I would be an influencer on the information super highway? Come closer and touch my sweater… some of the klout may rub off on you. Does it work, or are we just giving away free stuff to popular people?
    23. 23. $$ $ $ 25 boxes of swag 20 tours of factory 18 warm handshakes from the CEO 150 tweets 6 Facebook posts 4 Blog posts 4 RTs 2 Favourites 10 Likes Normally we report… But we want to know outcomes not outputs
    24. 24. How do our interactions with an individual impact that individual’s audience? THE QUESTION:
    25. 25. Compare all brand mentions by our audience with brand mentions by those not in our audience. THE METHOD: Audience mapped using NodeXL Raw data obtained using Radian6 Analysis conducted in Excel
    26. 26. 25 Influencers ~80K Followers Over 2M tweets collected three months apart THE DATA:
    27. 27. About 10 x more likely to mention the brand Will mention the brand 8 x more Between 2-7% negative sentiment vs. 25-27%
    28. 28. Q2 Q1Within our influencer’s network, 52% continued mentioning the brand vs. 12%
    29. 29. What’s changed? ANYTHING CAN BE MEASURED. ANYTHING. LOOK FOR WHAT CHANGE YOU ARE SEEKING TO MAKE. If it changes, then it can be measured.
    30. 30. “Data! Data! Data!”, he cried impatiently, “I cannot make bricks without clay!” - The adventures of Sherlcok Holmes
    31. 31. Identifying contextual relevance from peers and volunteered info. Turtles Shelled Animals Turtle Owners Turtle Turtle Turtle Reptiles – Snakes and Turtles Tortises Turtle Lovers Turtle List Subject experts on Turtles? Extract lists via NodeXL Analyze in Excel
    32. 32. Don’t just leave it to the math The social gestures don’t always mean what we think they mean. This guy likes turtles. This guy … not so much
    33. 33. Please don’t pee in the pool Encouraging false signals spoils the pool of data for everyone
    34. 34. 80% of data analysis is cleaning the data Keep your data TIDY!!! OpenRefine as a useful tool for cleaning messy data openrefine.org
    35. 35. Structure your data FIRST VARIABLE SECOND VARIABLE 1st Observation Value Value 2nd Observation Value Value 3rd Observation value Value One type of observation • Each table contains one type of observation • Each column is a variable • Each row a set of observations Keep your data TIDY!!!
    36. 36. 1. IDENTIFY A QUESTION TO BE ANSWERED, A PROBLEM TO BE SOLVED 2. COLLECT RELEVANT INFORMATION ON THE ISSUE 3. ANALYZE THAT INFORMATION 4. FORM A CONCLUSION Use your data effectively Look for the change or predictable patterns 1. COMPARE OVER TIME 2. COMPARE TO SIMILAR ‘CONTROL’ GROUP 3. USE GROUP WITH KNOWN OUTCOMES TO FORM PREDICTIVE MODEL Keep your data tidy 1. COMPARE APPLES TO APPLES 2. STANDARDIZE AND STRUCTURE OBSERVATIONS
    37. 37. Now watch me disappear… ALAKAZAM!!!
    38. 38. CREATIVE COMMONS – BY ATTRIBUTION Data action figures http://www.flickr.com/photos/jdhancock/8031897271/ LinkedIn Dataset http://www.flickr.com/photos/luc/5418037955/ LEGO Wizard http://www.flickr.com/photos/tamaleaver/7419788172/ Gnomes http://www.flickr.com/photos/debabratad/4569271310/ Target shopping cart http://www.flickr.com/photos/jreed/1352409015 Pregnant belly http://www.flickr.com/photos/nateone/3240716239/ Purse http://www.flickr.com/photos/lululemonathletica/4209254375 Cocoa Butter http://www.flickr.com/photos/franciscouhlfelder/5404451647 Blue Rug http://www.flickr.com/photos/andie712b/4619093237 Target right behind you http://www.flickr.com/photos/gazeronly/6150401295/ Ford Online Influencers http://www.flickr.com/photos/pandemia/6731863193/ No public access http://www.flickr.com/photos/jmv/2734200159 Benedict Cumberbatch on set http://www.flickr.com/photos/bellaphon/4409531705/ Pee in the pool http://www.flickr.com/photos/lifeontheedge/230245129 Photographer http://www.flickr.com/photos/evilerin/3098610791 Photo Credits

    ×