how to transform insight into action · how to transform insight into action 3.19.2014. the...
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The Challenge
To realize the advantages of data-driven action while balancing the promise and power of new insights against the overwhelming quantity of data and the concurrent legitimizing of government surveillance, censorship and threat of abuse.
…But Also The Continued Threat Of Data Aggregation & Correlation
5 Results From A Phone Metadata Pattern Recognition Study
First Principles Public Information
Disclose Access
No Exploitation
Identify Opportunity
Do unto others...
It’s Like Having Amazon.com
Without UPS or FedEx
Creative Commons attribution, non-commercial by flickr user evadedave
Our A-Ha Moment
We studied the insights.We interviewed the stakeholders.We asked the questions.We classified the responses.
Then we crafted a process and put it to the test…
The 1st Story
High Tech CompanyNew ProductHighly Regulated, Crowded IndustryMedical, Technical, Governmental SpacesForeign Country
Need Unbiased Expertise To Shepherd EntryNeed Last Mile DeliveryNeed Safe, Discreet Help
The Hypothesis
Creative Commons attribution by flickr user by Daniele Zedda
Provide Direction Advise Next Best ActionProduce Actionable Intel
The SWIFT Approach:1. Listen & Gather2. Filter & Categorize3. Synthesize & Analyze4. Report & Act
Achieve The Last Mile
Start at Source
Spider topics
Identify topic influencers
Action: Engage, Monitor, Assist Influencers
The SWIFT Process: Example
Example:
The SWIFT Process: Listen & Gather
45+ Keywords Defined for Listeners & Monitoring
50+ Social & Web Sources Consulted
Wiki For Housing Multivariate Data
The SWIFT Process: Filter & CategorizeSNAP Gathering Led To Important Sources
ISO Focus Yielded Positive Results
The SWIFT Process: Synthesize & Analyze
Cat Geo
Cat Geo
GEOCat
The SWIFT Process: Report & Act
The SWIFT Solution: Rapid Results
Jeff: Expertise in Biocompatibility
Daniel: President and Consulting Toxicologist
Seth: Senior Principal Scientist
+ 7 other scored results & 200+ additional “pay attention to these”
The Hypothesis
Creative Commons attribution by flickr user by Daniele Zedda
The SWIFT Approach:1. Listen & Gather2. Filter & Categorize3. Synthesize & Analyze4. Report & Act
Immediately Actionable Prospect Listfor free
The SWIFT Process:Report & Act
Deliver immediately
actionable prospect
list that is validated
as interested and
available and
engaged.
Synthesize & Analyze
Technology Refresh
Event / Advocacy
Participation
Over 200 fully cited
prospects identified
Filter & Categorize
• The SWIFT SNAP
Social Network Analysis
Process. Identify, track and
trace reach, reverb,
connections, influence.
• Relevancy & Recency
Reverberation & recency
categorization.
SWIFT: Listen & Gather
Public & Known Customers
• Web listings
• Case studies
• White papers
• Event Presentations
• Blogs
• YouTube
• Newsletters
• Pre-Recorded Webinars
• Competitive Intel Sources
Why It Works
Oriented To Action
Predicts What’s Needed Next
Taps Massive Quantities of Public Data
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SWIFT: Blog Quantity & Cadence
Creative Commons attribution by Flickr user jvh33
IF THEN PREDICTS ACTION
Basic increase in
blog quantity
Or
Increase in blog
quantity over
last 2 years
(y1=benchmark,
y2 = comparator
for this y)
Target is
increasing
awareness
Target’s focus
areas
Investment in
marketing and
attendant
spend on
content
development.
Preemptively market
to thunder-steal or
coopt
Invest for parity
Stake Out Your
Differentiated turf
SWIFT: Paid Content
Creative Commons attribution by Flickr user MiiiSH
IF THEN PREDICTS ACTION
Content is
paid or
sponsored
Distribution
is paid or
sponsored
Target is
investing
heavily in
awareness
Intentional focus
for new product,
vertical or
geographic entry.
Revitalized
emphasis on
existing product,
vertical or
market.
Perform textual analysis of
content to identify target’s
narrowly targeted markets and
objectives.
Identify new marketing hires or
blog pedigree (for contracting
services). Attach $$ spend to the
hire or contracted service to
identify relative investment level
and target’s strategy.
Perform audience analysis of
targets paid outlet channels to
identify who they’re going after.
SWIFT: Authors
Creative Commons attribution, noncommercial by Flickr user garritron
IF THEN PREDICTS ACTION
One author is
posting more
One group/team
is posting more
That author is
influencer
That team is
developing
influence
Target’s focus
areas
Target’s reach
Corporate
investment in that
team / team’s
product.
Social Network Analysis on
influencer using tools like
NodeXL, Maltego or other
If reach is large then:
Determine if influencer be
coopted or eliminated
Determine if influencer’s
audience can be diverted or
engaged directly (e.g. is
influencer’s audience your
prospect list?)
SWIFT: Events
Creative Commons attribution by Flickr user QuakeCon
IF THEN PREDICTS ACTION
Increase in blog
quantity precedes
major event initiative
Increase in blog
activity follows event
Target is
increasing laying
buzz foundation
for these events
Target is
leveraging event
to boost
awareness
Which events are
strategically important
to target
Which events are
viewed as “greens-
fees” and opportunistic
Intercept, thunder-steal, out-
splash at event
Only respond if event is
inherently opportunistic for
you too
SWIFT: Text AnalysisIF THEN PREDICTS ACTION
Key words and
themes grow in
frequency
No discernible
keyword trend
Target is
solidifying the
messaging
around its
value
proposition
Target is either
experimenting
to see what
sticks or is
throwing $$
away on
unconnected
efforts
Target’s go-to-
market strategy
Confusion of
effort with
impact. Lack of
leadership.
Threat from
product / service
but in-fighting
over monetizing
benefit.
Position to counter,
parry strength of key
words and phrases.
Monitor. Let
competitor implode.
Add pressure
through focused,
impact driven
stories. If you don’t
have feature parity,
invest in gaining
parity.
Creative Commons attribution by Flickr user jvh33
We
bS
ite
Inte
l
Baselining
URL spidering
Competitor
Website URL
ID Content
Repositories
Blog, Whitepapers,
Casestudies, Media Kits,
FAQ, APIs, Docs, PR,
Jobs, Management,
Newsletter Archive
Set Watchers on Content
Pages
Establish Quantity,
Frequency &
Topic/Industry focus for
last 2 years
Alerts on Change
Graph Overall
Quantity of
Content
Graph Overall
Frequency of
Updates / New
Content
Graph Topic /
Industry focus
distribution
Topic
Categories &
Industries
Identified
For Each Category /
Industry Graph
Content Quantity
For Each Category /
Industry Graph
Content Frequency
Signifies relative strength of competitor:
Investment in creation, dedication to message
amplification
relative strength of topic focus. Establishes
playing to participate or to win
Establishes buzz building timeline between
R&D & GA. Leading indicator of
announcements, Trailing Indicators of
investment activity
Signifies relative focus of competitor
Signifies buzz ramp to deals, marketing focus
and sales emphasis.
(c) Copyright 2013, BloomThink. All Rights Reserved.
http://www.bloomthink.com
SWIFT Practice Guide
About Billy CripeCMO Field NationFounder BloomThink
What He Does: B2B Marketing StrategyBackground: Development, Collaboration, Social & Intelligent SystemsAuthor: 2 Books on Collaboration, many articlesInterests: Semantic web, recommendation systems, machine ethicsHobbies: Star Wars, Wine Blogging,
Contact: Email: [email protected]: @billycripeLinkedIn: linkedin.com/in/billy
Additional Reading• Answering the ‘So What’ Question
http://bloomthink.com/2013/10/22/so-what/
• Help IT Understand The Business Value Of Back End Work To Drive Business Value From BI http://bloomthink.com/2013/10/07/help-it-understand-the-business-impact-of-back-end-work-to-drive-business-value/
• Ten Steps for Social Competitive Intelligencehttp://bloomthink.com/2013/06/25/10-steps-for-social-competitive-intelligence/
• Is “Ambient Data” from Social Media Channels Useful for Funders? http://www.bethkanter.org/ambient-data/
• How to use social data to formulate future decisionshttp://www.b2bsocialmediaguide.com/2013/10/29/use-social-data-formulate-future-decisions/