designing data
DESCRIPTION
2 case studies in using data.TRANSCRIPT
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Designing for Data
@angelostzelepis#LavaCon
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@angelostzelepis #DesignData @Lavacon
About me
Spent 18 years in translation/localization
Focus on tools and processes, efficiency, usability
Senior Director of Data & TechnologyAlumnae Association of Mount Holyoke College
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@angelostzelepis #DesignData @Lavacon
So you have data…
“The future is not about finding information, it’s about making sense of it.”
-Nick Finck, yesterday
Now you have to identify opportunity
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@angelostzelepis #DesignData @Lavacon
So you have the data…Now you have to identify opportunity
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@angelostzelepis #DesignData @Lavacon
What is your goal? How will your data work for you? Prediction/modeling
Giving clients better recommendations More retail sales (Amazon) Higher brand loyalty from subscribers (Netflix, OK Cupid)
Studying maintenance patterns (airlines, auto makers)
Churn modeling? Predicting/preventing customer attrition (wireless providers)
Creating compelling high-engagement presentation of said data Clicks/traffic/SEO (infographics) Paid registrations Creating trust
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@angelostzelepis #DesignData @Lavacon
What is your goal? How will your data work for you? Identify high-quality targets for {your objective here}
Find big money donors Identify new clients Identify an existing client ripe for upselling/upgrading
Can you find answers to questions you didn’t know you even had?
Can your data inform you about… your data?
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@angelostzelepis #DesignData @Lavacon
Case Study: Creating EngagementGoing after an industry’s entrenched big gorilla
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@angelostzelepis #DesignData @Lavacon
Case Study: Creating Engagement
But first, a happy coincidence…
Going after an industry’s entrenched big gorilla
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@angelostzelepis #DesignData @Lavacon
Hunter Pence's 59 points were too much for Ataraxia
The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far.
The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10.
Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week.
Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season.
There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week.
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@angelostzelepis #DesignData @Lavacon
Hunter Pence's 59 points were too much for Ataraxia
The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far.
The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10.
Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week.
Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season.
There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week.
+
@angelostzelepis #DesignData @Lavacon
Hunter Pence's 59 points were too much for Ataraxia
The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far.
The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10.
Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week.
Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season.
There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week.
+
@angelostzelepis #DesignData @Lavacon
Hunter Pence's 59 points were too much for Ataraxia
The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far.
The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10.
Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week.
Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season.
There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week.
+
@angelostzelepis #DesignData @Lavacon
Hunter Pence's 59 points were too much for Ataraxia
The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far.
The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10.
Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week.
Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season.
There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week.
+
@angelostzelepis #DesignData @Lavacon
Hunter Pence's 59 points were too much for Ataraxia
The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far.
The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10.
Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week.
Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season.
There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week.
+
@angelostzelepis #DesignData @Lavacon
Hunter Pence's 59 points were too much for Ataraxia
The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far.
The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10.
Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week.
Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season.
There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week.
+
@angelostzelepis #DesignData @Lavacon
Hunter Pence's 59 points were too much for Ataraxia
The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far.
The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10.
Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week.
Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season.
There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week.
+
@angelostzelepis #DesignData @Lavacon
Hunter Pence's 59 points were too much for Ataraxia
The experts predicted this would be a close game. The experts were wrong...big time. In the only blowout this week, Hooking Foul crushed Ataraxia, winning 457.3 to 260.2. Besides the victory, Coach Teixeira can brag that he posted the highest score in the league so far.
The win makes it four in a row for Hooking Foul, which gives them a 16 - 8 record. The loss drops Ataraxia's record to 14 – 10.
Throughout Hooking Foul's winning streak, Hunter Pence has been coming up with big performances. This week was no different. Pence was a one-man wrecking crew, dropping 59 points. That topped all but two right fielders this season. His performance was also the best of any right fielder this week.
Hooking Foul also got the benefit of a 43.8 point performance from Kris Medlen. That was the 3rd most of any relief pitcher this season.
There were plenty of chefs cooking up this week's loss for Ataraxia. They had thirteen underperformers, with Allen Craig (zero points) being the worst. This is the 2nd time this year that he was the worst starter on his team. Adding to their problems, one of Ataraxia's right fielders, Ben Zobrist, was the worst at his position this week.
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@angelostzelepis #DesignData @Lavacon
And the alternative…
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@angelostzelepis #DesignData @Lavacon
Silly. But effective.
Buzz A lot of chatter on the internet about CBS and Yahoo’s
custom game reports And by comparison, other sites’ now seemingly boring
content
Engagement Excellent opportunity for sharing text, trash talk, general
discussion Even on a private league, where I can’t share a useful link
with the public, I can grab a screen-shot Even outsiders were reacting
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@angelostzelepis #DesignData @Lavacon
Case Study: Creating Engagement
US News & World Report has huge mindshare for its college rankings Even if their methodology is contested, it results in
publicity, traffic, and even greater mindshare
The vast majority of its data is publicly available IPEDs is one source
So what are we waiting for?
Going after an industry’s entrenched leader
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@angelostzelepis #DesignData @Lavacon
Begin with a snapshot. Create an immediate impression
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@angelostzelepis #DesignData @Lavacon
Begin with a snapshot. Create an immediate impression
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@angelostzelepis #DesignData @Lavacon
Money? Tell me more!
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@angelostzelepis #DesignData @Lavacon
Money? Tell me more!
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@angelostzelepis #DesignData @Lavacon
Money? Tell me more!
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@angelostzelepis #DesignData @Lavacon
Will I get out of here alive?
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@angelostzelepis #DesignData @Lavacon
So how do you stack up?
Wait. What?
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@angelostzelepis #DesignData @Lavacon
Meaningless Data
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@angelostzelepis #DesignData @Lavacon
Meaningless Data
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@angelostzelepis #DesignData @Lavacon
Meaningless Data
This can’t affect the colleges’ “score” can it?
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@angelostzelepis #DesignData @Lavacon
Lessons learned. Daily.
Be agile. Try everything. A/B test it.
Don’t fall in love with your idea. Almost everyone saw a pet project axed. But at least the idea was tried.
Determine a strategy for dealing with dirty data. Ignore? Interpolate? Hide? Own up to it?
Create a business advantage. Is it your analysis and modeling?
Do you have the best data scientists? Is it your original insight?
Did you notice something someone else didn’t?
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@angelostzelepis #DesignData @Lavacon
Case Study: Data for reporting
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@angelostzelepis #DesignData @Lavacon
Look, a chart!
Africa; 109
Asia; 835
Australia/Oceania; 69
Carribbean Region; 45Central America; 33
Europe; 1179
North America; 209South America; 71
Alumnae by Foreign Region
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@angelostzelepis #DesignData @Lavacon
Look, an ugly chart!A
K
AR
CA
CT
DE
GA IA IL KS
LA MD MI
MO
MT
ND
NH
NM NY
OK
PA
SC
TN
UT
VT
WI
WY
AE
GU VI
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
5500
6000
6500
Count of Alumnae by State
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@angelostzelepis #DesignData @Lavacon
Now this actually says something
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@angelostzelepis #DesignData @Lavacon
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@angelostzelepis #DesignData @Lavacon
What is your goal? How will your data work for you? Identify high-quality targets for {your objective here}
Find big money donors Identify new clients Identify an existing client ripe for upselling/upgrading
Can you find answers to questions you didn’t know you even had?
Can your data inform you about… your data?
+
@angelostzelepis #DesignData @Lavacon
What did the data tell me?
Just one example: our international addresses need work.
Add1Add2Add3City, State Zip
is of course not a universal model
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@angelostzelepis #DesignData @Lavacon
Tools
Excel 2013 (or 2010 with some extra downloads) has extremely power analysis tools:Power PivotPower QueryPower Map
R (http://www.r-project.org/)
Custom databases
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@angelostzelepis #DesignData @Lavacon
Resources
http://www.freebase.com/
http://nces.ed.gov/ipeds/
Data.gov
http://datamob.org/
http://www.infochimps.com/datasets
http://www.reddit.com/r/datasets/
https://opendata.socrata.com/
http://www.trustlet.org/wiki/Repositories_of_datasets
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@angelostzelepis #DesignData @Lavacon
Thank you
www.linkedin.com/in/angelostzelepis/
@angelostzelepis