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Staying on the Right Side of the Fence when Analyzing Human Data
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Susan EtlingerIndustry Analyst
ALTIMETER GROUP
Tim BarkerCEO
DATASIFT
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Data Ubiquity and the Trust Imperative
What we’ll cover today1
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Principles of Ethical Data Use
How Social Networks are changing to privacy-first approaches
Audience vs Individual Insights
Discussion / Q&A
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Susan EtlingerIndustry Analyst, Altimeter Group, A Prophet Company@setlinger
The Trust ImperativeA Framework for Ethical Data Use
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An Origin Story (2012)
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A Tipping Point (2013) “Paging through the catalog, we realized to our dismay that whoever had sent us this thing knew us. They’d nailed our demographic precisely. They even knew what kind of convertible car seat we’d want! Who were these people, or should I say, machines?!?”
− Alexis Madrigal
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“ “Legislation can’t keep up with technology, which makes it a
flawed vehicle to govern whathappens in this space.”
− Judy Selby,Partner, Information Governance
BakerHostetler
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1. Data Collection Has Become More Ambient—and Intimate
2. Consumers Don’t Control Their Personal Information
3. Consumers Report Distrust of Data Use4. Trust is a Major Concern for CEOs5. Distrust Has Quantifiable Impact on
Business Performance
Trust is a brand issue
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Consumers do not trust data use
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10They feel “resigned”
“Most Americans disclose their personal data to companies for discounts because they believe that marketers will harvest the
data anyway.”
Joseph Turow, Ph.D., Michael Hennessy, Ph.D., NoraDraper, Ph.D., “The Tradeoff Fallacy: How Marketers are
Misrepresenting American Consumers and Opening them Up to Exploitation,” University of Pennsylvania Annenberg School of
Journalism, June 1, 2015.
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11Lack of trust has clear consequences
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““Just complying with the law is not going to be nearly enough to make
consumers comfortable.”
− Jennifer Glasgow,Chief Privacy Officer, Acxiom
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13Principles of Ethical Data Use*
* Developed by the Information Accountability Foundation (IAF)
Beneficial• Does our use of data benefit consumers as much as it benefits us?
Progressive• Do we have a culture of continuous improvement and data minimization?
Sustainable• Are the insights we identify with data sustainable over time?
Respectful• Have we been clear, transparent and inclusive?
Fair• Have we thought through the potential impacts of our data use on all interested parties?
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“Before conducting any type of new analysis, we ask ourselves whether it
will bring benefit to customers in addition to
the company. If it doesn’t, we won’t do it.”
Joshua Kanter, Senior Vice President, Revenue Acceleration, Caesars
Entertainment
Benefit in Action
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“Organizations should not create the risks associated with big data analytics if there are other processes that will accomplish the same
objectives with fewer risks.”− Information Accountability Foundation
Progressiveness in Action
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Senate Bill 576, “GPS Data Privacy for Mobile Devices,” (California)
“[R]equires that consumers get a clear notice explaining how their location
information will be used and shared when they install a new app.” It also ensures
that app users give express consent before their geolocation data can be
collected and shared.”
Legislating Progressiveness
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17Sustainability in Action
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18Respect in Action
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19Fairness in Action
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20A Framework for Ethical Data Use
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21The Sunshine Test
What would happen if all the details of what you are doing were out in the open, in the light of day?
Photo: Madalena Pestana, CC 2.0
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“ “By knowing where the borders are, you can innovate more around
them.”
− Stefaan VerhulstCo-Founder and Chief Research
and Development Officer The Governance Lab (NYU)
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How Social Networks are adopting privacy-first approaches
Tim BarkerCEODATASIFT.COM
#DSWebinar
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April ’15Topic data provides
anonymized and aggregate insights into content and audiences on Facebook.
Nov ’15Instagram introduces platform policy change to restrict data
access to approved applications.
Trust is the currency of social networks.
May ’15Linkedin limits API access to select, approved partners.
API Changes in last 12 months to protect consumer data from misuse.
#DSWebinar
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It’s messySeparate Signal from Noise
It’s text-basedUnlock meaning from text
Challenges in Extracting Insights
It contains personal dataExtracting insights while protecting consumer privacy
Insights drive marketing investments in Social Networks.But it’s a Big Data challenge.
Insights drive more marketing spend on social networks.
Insights drive marketing spend on Networks
#DSWebinar
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Enables an ecosystem of product-builders.
See datasift.com/partners for complete list.
ApplicationBuilders
Agencies
We help networks build an insights-driven ecosystem
FilterSignal:Noise
UnderstandMeaning
ExploreInsights
DataSift partners with Social Networksto help them build an insights-driven
ecosystem
Insights drive marketing spend on Networks
Transform raw feeds of activity data into insights into content,
engagement and audiences.
DataSift technology builds insights, protects identity
DataSift helps Social Networks build an insights-driven ecosystemHelps developers build compliant, compelling insights.
#DSWebinar
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DataSift platform connects to the real-time feed of Posts, Comments, Likes.
Facebook Topic Data: Privacy-First Approach to Insights
Surface Insights from activity across FacebookBuilt from posts, comments, likes Aggregate and anonymized results
#DSWebinar
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Anonymized and Aggregate approach.
Analysis that spans all of the available data.
Multi-Dimensional data analysis
Net-Positive for Consumers + Businesses
“Bigger Data” for Bigger Insights
Why a Privacy-First Approach Wins“Better Data” for Audience Insights
#DSWebinar
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“Bigger Data” for Bigger InsightsComparison of volumes of engagement relating to an automotive brand across 7-day period.
FACEBOOK PAGES
~1,000Posts and Engagement on your own Facebook
Pages
TOPIC DATA
~70,000Brand-related
Posts and Engagement across all of
#DSWebinar
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“Better Data” for Consumer InsightsCreate Insights from Multi-Dimensional.
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Gender: MaleAge Range: 35-44Region: California, USA
CONTENT
NegativePositive
DEMOGRAPHICS
SENTIMENT
Automatic classification of related topics
e.g. Star Wars VII (Film)
TOPIC ANALYSIS
CONTENTLINKS
Analyze URLs shared
across Facebook
Engagement and Demographics around Likes, Comments and Shares
ENGAGEMENT
Can’t wait to take the kids to watch Star Wars VII
CONTENT
Privacy-safe aggregate analysis
of text
TEXT ANALYSIS
#DSWebinar
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Advertising Agency for a Drink Brand
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Advertising Agency wanted to understand…How women engaged with their client’s beverage brand and with hot drinks.
Deeper understand of the media consumption / magazine stories which most engaged their target consumers
#DSWebinar
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Identify the publications, stories & celebrities which drove most engagement amongst the target audience segment
Recommended Actions ๏ Look at featuring different drinks when advertising in different markets and to different demographic groups๏ Use story insight for media placement as well as for identifying potential influencers
1st
2nd
3rd
LATTE
HOT CHOCOLATE
ESPRESSO
HOT CHOCOLATE
LATTE
CAPPUCINO
CAPPUCINO
LATTE
ESPRESSO
USA UK GERMANY
Under 35s, as a % of brand’s total engagement
47%
Client Brand Competitor A Competitor B
31%
58%
Celebrity stories driving most engagement
There are big variations in preferences for hot drinks across nations and demographic groups
The brand found that they suffered with the lowest relative engagement amongst millennials
Insights into Content and Audiences
JENNIFER LAWRENCESHARON STONE
TAYLOR SWIFTKYLIE JENNER
JUSTIN TIMBERLAKE
#DSWebinar
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+WinLose
Zero-Sum Game Positive-Sum Game
WinWin+
- Data is anonymized to protect identity.
- Deeper audience-level insights possible by using demographics / interest-graph data added by social networks.
- Insights built on a foundation of data privacy and trust.
- To evolve from audience-level analysis to individuals, use a social-network opt-in to allow customers to control data they want to share.
Privacy does not have to be a zero-sum game
- For business to win, consumers have to lose.
#DSWebinar
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Q&A
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THANK YOU
http://bit.ly/ds-reasons
ResourcesBALANCING INSIGHT AND TRUSTAltimeter White Paper
http://bit.ly/insightvstrust
10 REASONS FACEBOOK TOPIC DATA WILL CHANGE YOUR WORLDDataSift eBook