big data, small data, data that totally rocks - smwto

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