Intelligence and AnalyticsApplying And Not Or Thinking to

Emerging Data Sources & Techniques

Nathan Gilliatt@gilliatt

2006

1000heads1st2CAlterianAM AnalyticsAMI SoftwareAmplified AnalyticsAnderson AnalyticsAtomic IntelligenceAttensityAttentioAutonomy Interwovenbc.labBigmouthmediaBitextBloggers’ MindBlogMeterBoleroBrand TitanBrandintelBrandtologyBrandwatchBurrellesLuceBuzzAnalyticsBuzzcaptureBuzzdetectorBuzzDingBuzzientBuzzLogicBuzzNumbersBuzzStreamCICClarabridgeClearForestCluerayCognitaCollective IntellectColligentComMetricConnotateContext AnalyticsConverseonConversitionCovalenceCrawdad TechnologiesCrimson HexagonCritical MentionCRMMetrixCubit Media ResearchCustomScoopCyberAlertCyberWatcherCymfonyCyTRAP Labs

DaqiDentsuDialogixDigimindDigital Influence GroupDigital PRDistilledDNA13Dow Jones & CompanyE.lifeeCairnEcho ResearchEchometrixEcofact AGEcosystemaEdelmanElsevierEmPower ResearchEntrenzaEnvisionalEthorityEvolve24EvriExpert SystemFirstRainFluxFPinfomartFractal AnalyticsFutures SportGalaGeeYeeGnipGrazrGreat Minds InteractiveHapaxHeardableHiveFireHiveSightHotGrindshottolinkHue Web StudioHyveiCrossingiMenteImootyImpactWatchInfegyInfonicInformminfüzInsideViewinstant InformationIntegrasco

Intelligence TechnologiesInteroneIterasiJ.D. Power & AssociatesJamiqJanyaJive SoftwareJodangeKaavaKairos Future AnalyticsKDPaine & PartnersKeibi TechnologiesLexalyticsLeximancerListenLogicLithiumLodging InteractiveLogicbowlManaging NewsMarchexMarket SentinelMarketClustersMarketOutsiderMedia Measurement LtdMedia ProofMedia Watch Middle EastMediaBadgerMediaHoundMediaMiserMediatrack ResearchMegaputerMeltwaterMetataleMetricaMightyBrandMillward Brown PrecisMindCometMindMattersMoreoverMorningside AnalyticsMotiveQuestNameProtectNetBaseNetemicNetEquityNetMap AnalyticsNetworked InsightsNew Media IntelligenceNew Media StrategiesNewbaseNexalogy EnvironicsNielsen BuzzmetricsObjectiveMarketer

OnalyticaOrchestr8OvertonePalantir TechnologiesParnassus GroupPerception MetricsPolecatPortent InteractivePR NewswirePrecise MediaPrimelabsPsydexQuirk eMarketingRadian6Recorded FutureRelegenceRelevant NoiseReport InternationalRepuMetrixReputation InstituteReputationHQReputicaRTGIRush Hour AnalyticsSatmetrixScanblogScupSentiment MetricsSentiMetrixSerendioSilverbakkSkyGridSmalltalksSmmartSocial MentionSocial WavelengthSocialarcSocialMetrixSocialRepSocialscapeSocialwareSpectrumSpinn3rSpiral16Sports Media ChallengeSpredfastStartPRStockMoodStreamwallSymscioSynthesioSysomos/MarketwireTealium

TraackrTrackurTrendictionTrustworthyTullo Marchall WarrenUKNetMonitorUltraSuperNewUnbound TechnologiesVanksen GroupVerisignVICO Research & ConsultingViralheatVisible TechnologiesVMLVocusWaggener EdstromWavemetrixWebClippingWeeTrackWhite NoiseWhitevectorWiredsetWiseBriefWiseWindow

2010

Data Analytics Application

Who’s the best?

What’s the right metric?

It depends.

What else can it do?

And not Or

Defensive keyword monitoring of brands and products to find complaints in order to respond.

Apply more modes of listening to more sources of data to

create value in more parts of the company.

More modes of listening…

✓ Monitor

✓ Measure

✓ Alert

✓ Search

✓ Mine

…to more sources…

✓ Social media content

✓ Traditional media content

✓ Call-center transcripts

✓ Customer correspondence

✓ …

…in more functions.

✓ Marketing, Public Relations

✓ Customer Service

✓ Product Management, R&D

✓ Legal, HR

✓ Finance, Strategy

Photo by Chuck Walker http://www.flickr.com/photos/cwalker71/

Photo by Eirik Refsdal http://www.flickr.com/photos/eirikref/

PR measurement

WOM measurement

Market research

Web analytics

Text analytics

Sentiment analysis

Voice of the customer

Photo by Marcus Ramberg http://www.flickr.com/photos/marcusramberg/

Photo by Pablo David Flores http://www.flickr.com/photos/pablodavidflores/

Analytics + Intelligence =

http://www.bingegamer.net/2008/09/top-ten-lego-games-wed-like-to-see/

Analytics + Intelligence =

Strategic Value of Information

A few approaches

• Content (text analytics)

• Audience (web analytics)

• Social activity (social media analytics)

• Influence (social network analysis)

• Performance (statistical analysis/BI)

What else can it do?

Can it work with something else?

ContentAnalysis

SocialActivityMetrics

User/AudienceActivityMetrics

Do more with SNA• Explicit social graph

data

• Follower/following

• @replies

• Links in text

• Mentions in text

• Sharing

• Book reviews

• Community membership

• Forum posts

• Blog comments

• Check-ins

• …

What else can it do?

@gilliatt

http://net-savvy.com/executive/

http://SocialMediaAnalysis.com

http://AnalyticsCamp.org