big data, small data, data that totally rocks - smwto
DESCRIPTION
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 questionTRANSCRIPT
Big Data,Small Data, Data that Totally Rocks
Rob ClarkDirector Insights & MeasurementEdelman Digital
@theelusivefish
“Any sufficiently advanced technology is indistinguishable from magic.”
- Arthur C. Clarke
If we take
DATA
and then add…
DATAMORE DATA
as well as…
DATAMORE DATA
EVEN MORE DATA
in addition to…
DATAMORE DATA
EVEN MORE DATA
YET EVEN MORE DATA
AND THEN SOME MORE DATA
AND THEN SOME MORE DATAAND THEN SOME MORE DATA
AND THEN SOME MORE DATA
AND THEN SOME MORE DATAAND THEN SOME MORE DATA
AND THEN SOME MORE DATAAND THEN SOME MORE DATAAND THEN SOME MORE DATAAND THEN SOME MORE DATA
AND THEN SOME MORE DATA
AND THEN SOME MORE DATAAND THEN SOME MORE DATA
AND THEN SOME MORE DATAAND 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
Ala Peanut Butter and Jelly Sandwiches!!!!
1. Collect data2. ???3. Profit.
It’s not the size of your data,
It’s how youuse it.
Target Case study…
An example…
Identify pregnancy before any official announcement to target marketing before competitors
87%
Guest ID assigned to every customerTied to credit card, name, email address.
Purchases analyzed and commonalities from pregnancies identified.
Combine for score that predicts both pregnancy and due date…
NOTE:The Creepy Factor
GAH!!!A Target snuck up and is right behind me, isn’t it?
SHAZAM!!!!
Target Case study…
But it wasn’t magic. Just
effective targeting.
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
“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.
But let’s talk about a familiar social media tactic:‘Online Influencers’
$$$ $
Who would have ever thought that one day, I would be an influencer on
the information super highway? Come closer and touch my
sweater… some of the klout may rub off on you.
Does it work, or are we just giving away free stuff to
popular people?
$$$ $
25 boxes of swag20 tours of factory18 warm handshakesfrom the CEO
150 tweets6 Facebook posts4 Blog posts4 RTs2 Favourites10 Likes
Normally we report…
But we want to know outcomes not outputs
How do our interactions with
an individual impact that individual’s audience?
THE QUESTION:
Compare all brand mentions by our audience
with brand mentions by
those not in our audience.
THE METHOD:
Audience mapped using NodeXLRaw data obtained using Radian6Analysis conducted in Excel
25 Influencers~80K Followers
Over 2M tweets collected three
months apart
THE DATA:
About 10 x more likely to mention the brand
Will mention the brand 8 x more
Between 2-7% negative sentiment vs. 25-27%
Q2
Q1Within our influencer’s
network, 52% continued
mentioning the brand vs. 12%
What’s changed?ANYTHING CAN BE MEASURED.ANYTHING.
LOOK FOR WHAT CHANGE YOU ARE SEEKING TO MAKE.
If it changes, then it can bemeasured.
“Data! Data! Data!”, he cried impatiently,
“I cannot make bricks without clay!”
- The adventures of Sherlcok Holmes
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 NodeXLAnalyze in Excel
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
Please don’t pee in the pool
Encouraging false signals spoils the pool of data for everyone
80% of data analysisis cleaning the data
Keep your data TIDY!!!
OpenRefine as a useful tool for cleaning messy dataopenrefine.org
Structure your dataFIRST 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!!!
1. IDENTIFY A QUESTION TO BE ANSWERED, A PROBLEM TO BE SOLVED2. COLLECT RELEVANT INFORMATION ON THE ISSUE3. ANALYZE THAT INFORMATION4. FORM A CONCLUSION
Use your data effectively
Look for the change or predictable patterns1. COMPARE OVER TIME2. COMPARE TO SIMILAR ‘CONTROL’ GROUP3. USE GROUP WITH KNOWN OUTCOMES TO FORM PREDICTIVE MODEL
Keep your data tidy1. COMPARE APPLES TO APPLES2. STANDARDIZE AND STRUCTURE OBSERVATIONS
Now watch me disappear…
ALAKAZAM!!!
CREATIVE COMMONS – BY ATTRIBUTIONData action figures http://www.flickr.com/photos/jdhancock/8031897271/LinkedIn Datasethttp://www.flickr.com/photos/luc/5418037955/LEGO Wizardhttp://www.flickr.com/photos/tamaleaver/7419788172/Gnomeshttp://www.flickr.com/photos/debabratad/4569271310/Target shopping carthttp://www.flickr.com/photos/jreed/1352409015Pregnant bellyhttp://www.flickr.com/photos/nateone/3240716239/Pursehttp://www.flickr.com/photos/lululemonathletica/4209254375Cocoa Butterhttp://www.flickr.com/photos/franciscouhlfelder/5404451647Blue Rughttp://www.flickr.com/photos/andie712b/4619093237Target right behind youhttp://www.flickr.com/photos/gazeronly/6150401295/Ford Online Influencershttp://www.flickr.com/photos/pandemia/6731863193/No public accesshttp://www.flickr.com/photos/jmv/2734200159Benedict Cumberbatch on sethttp://www.flickr.com/photos/bellaphon/4409531705/Pee in the poolhttp://www.flickr.com/photos/lifeontheedge/230245129Photographerhttp://www.flickr.com/photos/evilerin/3098610791
Photo Credits