+

Designing for Data

@angelostzelepis#LavaCon

+

@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

+

@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

+

@angelostzelepis #DesignData @Lavacon

So you have the data…Now you have to identify opportunity

+

@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

+

@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

Case Study: Creating EngagementGoing after an industry’s entrenched big gorilla

+

@angelostzelepis #DesignData @Lavacon

Case Study: Creating Engagement

But first, a happy coincidence…

Going after an industry’s entrenched big gorilla

+

@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.

+

@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

And the alternative…

+

@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

+

@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

+

@angelostzelepis #DesignData @Lavacon

Begin with a snapshot. Create an immediate impression

+

@angelostzelepis #DesignData @Lavacon

Begin with a snapshot. Create an immediate impression

+

@angelostzelepis #DesignData @Lavacon

Money? Tell me more!

+

@angelostzelepis #DesignData @Lavacon

Money? Tell me more!

+

@angelostzelepis #DesignData @Lavacon

Money? Tell me more!

+

@angelostzelepis #DesignData @Lavacon

Will I get out of here alive?

+

@angelostzelepis #DesignData @Lavacon

So how do you stack up?

Wait. What?

+

@angelostzelepis #DesignData @Lavacon

Meaningless Data

+

@angelostzelepis #DesignData @Lavacon

Meaningless Data

+

@angelostzelepis #DesignData @Lavacon

Meaningless Data

This can’t affect the colleges’ “score” can it?

+

@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?

+

@angelostzelepis #DesignData @Lavacon

Case Study: Data for reporting

+

@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

+

@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

+

@angelostzelepis #DesignData @Lavacon

Now this actually says something

+

@angelostzelepis #DesignData @Lavacon

+

@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

+

@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

+

@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

+

@angelostzelepis #DesignData @Lavacon

Thank you

agtzelepis@gmail.com

www.linkedin.com/in/angelostzelepis/

@angelostzelepis