measurement - data
DESCRIPTION
Daniel Siders Session "Data" HIMC SeattleTRANSCRIPT
Measurement and Digital Toolbox
@danielsiders
Types of Information
Reported
Understanding Questions
Finishing Forms
Self Consciousness
Don’t Know
Asking the wrong questions
Questions that shape possible answers
Setting expectations
Have you stopped beating your wife?
Would you vote for a woman for president if she were qualified in every other way?
Does it seem possible or does it seem impossible to you that the Nazi extermination of the Jews never happened? (34% negative)
Are you certain the Holocaust happened? (1% negative)
Digital is dataEverything is recorded Just pay attention
Observed/Behavioral
Data never tells the whole truth
But most of the time it’s people who screw up
Correlation vs Causation
1 2 3 4 5 6
100
0
20
40
60
80
Month
Sales
Potential customerscost $2.68
What is a viewer worth?
Qualitative vs QuantitativeDescriptiveObservedDisagreement possibleSpeaks for itself
NumericalMeasuredUnitsRequires interpretation
Counting is not measurement
Great! I got up early, the
weather was great, people on the subway were nice, lunch was great and I felt good!
I awoke at 0600. A passenger held a train
door for me. The median temperature
was 72ºF, and I consumed 1700
Tell me about your day?
What is the source?
Who collected it?
Who analyzed it?
Why was it commissioned?
What is the perspective/agenda?
Data from Another Source
Binaries don’t exist
More than one thing can be true
Don’t put people in boxes
Life is analog
0
5
10
15
20
0 3.75 7.5 11.25 15
Assumptions can be dangerous
Data should raise questions
One dot equals 25 people. White Black Hispanic Asian
http://www.flickr.com/photos/walkingsf/
http://blog.okcupid.com/
1.51 Million Active Users
43,397 Tests
http://blog.okcupid.com/
Messages a man gets, by Age and Income
10th 50th 100th
Messages received per week by percentile
<20K
1920
21222324 25 26 27282940
41424344 4546 4748 4950
18
30K40K50K60K70K80K
100K>100K
30313233 34 3536 37 3839
(Observed)
Lowest High School Graduation rate nationwide
http://blog.okcupid.com/
(Self-reported)
Would you rather lose the right to bear arms or vote?
Would you consider role-playing a rape fantasy
with a partner who asked you to?
http://blog.okcupid.com/
4:1 male to female suicides2:1 female to male attempts
http://blog.okcupid.com/
afsp.org
More gay curious Less gay curious
http://blog.okcupid.com/
last
.fm
last
.fm
What questions does this raise?
How can I test my assumptions?
What problem do I want to solve?
What’s the Goal?
http://www.squaretrade.com/
18
2
4
6
8
10
12
14
16
X Axis
Failu
re R
ate
(%)
iPhone 3GS Blackberry Motorolla HTC iPhone 4 Other
Malfunction
Accident
Google.com/adplanner
Spyfu.com
SEMRush.com
Backtype.com
Scoutlabs.com
Webnumbr.com
#himc