Create Values from Big Data & Social Media Mash-Up
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Social Media Mash-up Pam Didner (@pamdidner) Global Integrated Marketing Manager reate Values from Big Data & #omsummit, @omsummit
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The term, Big Data, sounds overwhelming. By breaking down Big Data into four different quadrants [Booz & company model], Pam Didner shares a simple process for marketers to tackle big data. It's very vital to clearly identify what you want to solve and select the right tools to conduct your analysis. Separating signal from the noise is an essential skill that marketers will need to develop. Insight from big data, like fashion, is constantly changing. Searching insight from big data is like crafting the art which is never finished. It's an on-going effort.
Transcript of Create Values from Big Data & Social Media Mash-Up
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Social Media Mash-up Pam Didner (@pamdidner)
Global Integrated Marketing Manager
Create Values from Big Data
&
#omsummit, @omsummit
Big Data
Insight
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Big Data comes in different forms...
External Sensor Data
Source: “Benefitting from Big Data” from Ramesh Nair and Andy Narayanan, Booz & Co.
Mobile Phone / GPS
Credit History
Travel History
Real Estate Records Census
Data
CRM Web Profiles
Sales Records
HR Records
Financials Inventory
Google+ Facebook
Twitter Instagram
BlogsPinterest
External Sensor Data
Online Forums
Web Feeds
Sensor Data
SharePoint
Text Documents
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The Realities...
Reality 1:No one tool is able to pull data from four quadrants.
Reality 2:
Big Data requires testing assumptions and optimization.
Reality 3: Insight from Big Data is assumptive.
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Create Value from Big Data and Social Media
Define the problem to be solved
Define your knowns
and unknowns
Find the appropriate
tools
Test hypotheses & optimize
Draw assumptive
insights
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Case Study Leverages Structured and Unstructured Data
Mobile Phone / GPS
Credit History
Travel History
Real Estate RecordsCensus Data
CRM Web Profiles
Sales Records
HR Records
Financials Inventory
Google+ Facebook
Twitter Instagram
BlogsPinterest
External Sensor Data
Online ForumsWeb Feeds
Sensor Data
SharePoint
Text Documents
Quant. Research
Sysomos/Radiant 6Listening
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Case Study: Aid Strategy Setting
Process
1. Define what you want to solve.
Is Intel perceived as a thought leader in cloud computing?
How does Intel compare among industry leaders?
Should Intel launch a cloud campaign?
2. Know your knowns and unknowns.
Known: Major Leaders in Cloud Computing
Known: Key Words for search
Partly Unknown: What is the current Cloud Computing landscape?
Unknown: Where does Intel stand? Intel’s share of voice?
3. Select appropriate tools.
Sysomos (Listening and Monitoring Tool)
On-line Survey in three countries
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Social Listening: Share of Voice
A B C D E F Intel G H I J K L M
193,871 157,269113,70
2112,86
193,608 77,101 64,455 46,791 31,197 24,384 19,098 4,516 3,344 2,895
#7
21%
17%
12%12%
10%
8%
7%
5%
3%3% 2% 0% 0% 0%
Share of Voice
0
2000
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8000
10000
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Social Listening: Share of Voice
A B C D E F Intel G H I J K L M
193,871 157,269113,70
2112,86
193,608 77,101 64,455 46,791 31,197 24,384 19,098 4,516 3,344 2,895
#7
Intel experienced heightened activity between September 10th and 14th 2012. Discussions around the IDF2012 drove Buzz.
A spike on April 24, 2012 for A company is seen due to the major product launch.
Significant increase in activity for B company is observed between the 21st and 31st of August 2012 due to the launch of its Software Suite.
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Case Study: Aid Strategy Setting
Process
4. Test hypotheses
and optimize.
Sysomos: Filter un-relevant data and adjust key words.
On-line survey: Determine aided and unaided results.
5. Draw assumptive insights.
Sysomos data doesn’t fully align with on-line survey results.
Intel is in the middle of the pack.
The targeted audience is open to hear Intel’s cloud vision.
Action: Introduce Intel’s cloud vision as a key strategic initiative.
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On-Domain: Omniture
Top IP Countries
Top Referral Source
Top Languages
Shares Per Visit
Top Shares
Top Downloads
Top Blog Posts
Top 3 Actionable Insights
Off-Domain Owned:Sprinklr
Click through rate
Top Content
Top Content by Category
Channel Playlist Views
Top Video Views
Total Impressions (Combined)
Top Interactions (Combined)
Top Time of Interactions
Top Time for Impressions
Competitive Analysis
Off-Domain Non-Owned:
Sysomos
Share of Voice
Mentions per Network
Top Influencers
Top Used Keywords
Sentiment Analysis
Gender Profile
Demographic Changes
Top Geographic Regions
Top Trending Subjects
Weekly Actionable Insights
Future Case Study: Break down data silos
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Three Key Takeaways
1: Clearly define what you want to solve.
2: Separate signal from the noise.
3:
Constantly test your insights.
There Is No Short Cut!
