Emotion Drives Behavior: Building a Data Narrative

Emotion Drives Behavior: Building a Data Narrative of People

June 2015

Topics We’ll Cover

•  What’s Going on? •  What We Can Do with Big Data •  More on Advanced Analytics •  Telling the Data Story •  Questions and Answers

We are going to talk about going from data ingestion to a data story.

2 © 2015 evolve24 All Rights Reserved

What’s Going On?

We have created more data in the past 2 YEARS ALONE than in the entire history of mankind.

Marketers are struggling to make sense of all this new data and information.

This is new territory so professionals must be willing to think differently.

Big Volumes of Big Data

Challenges Gaining Insight

Next Generation Research


Traditional Research Survey

Social Media Research

The Internet (Digital Media Research)

The Insights Pool 105X

(~280M)

105X (~216M)

X (1,000)


We are a big data analytics and insights company that measures

audience perception, and uses that understanding to

help our clients change behavior.


Who is evolve24?

Problem From CNN: “Gunmen attacked Garissa University College in Kenya during morning prayers on Thursday, April 2, officials said.”

•  Standard questions: –  Who? –  What? –  When? –  Where? –  Why?

•  Vast amounts of information is available; and vast amounts of information is missing.

© 2015 evolve24 All Rights Reserved 6

http://i2.cdn.turner.com/cnnnext/dam/assets/150402224239-ac-kriel-garissa-attack-00010722-large-169.jpg

Any group responding to this event – government, local, humanitarian group, aid organizations, etc… – needs to understand the consequence of their actions.

Our Approach to Uncovering Insights

Focus on strategies: identify, up front, the results we are targeting. We then bring in the right data, use the right technology and analytics to assess it, and provide deep insights and recommendations aligned to our goals.


Strategy – What do we want to know?

•  WHO: Who is involved in this event? •  WHAT: What is the social environment? •  WHEN: Is this violence isolated or part of a cycle? •  WHERE: Is this event localized or global? •  WHY: Can we summarize the content of the discussions?


The technology and process that follow apply to: •  Measuring audience perception for commercial applications, •  Responding to Natural Disasters, and •  Understanding the spread of disease.

Data sources – e24 Data Pool evolve24 offers a comprehensive information landscape, including most any media

source in more than 40 languages across more than 200 countries.

Social Networks, like: •  Twitter •  Facebook •  YouTube •  Google+ •  LinkedIn •  and more 60+ million websites 30+ million blog sites 3+ million message boards 40,000 online news sites 1,000+ product ratings sites 600,000+ product categories 53 million scientific and trade magazines from around the world, print newspapers, magazines, television, cable & satellite, professional journals, and more…


Technology – Global Collection

•  evolve24 ingests data from webpages, blogs, forums, microblogs, YouTube, comments, etc….

•  Articles are processed to use metadata and to calculate behavioral metrics


Volume tells you quantity. What are people talking about most?

Sentiment tells you mostly good, bad or neutral. How are people responding?

Reputation measures brand credibility. What do others say and think?

Automated Analysis: Our Analytics (1 of 4)


Emotion indicates willingness to act.

What do people care about most?

Influence identifies drivers of conversation. Who pushes the message?

Trust identifies consumer confidence in a brand. Is your brand trustworthy?



Automated Analysis: Our Analytics (3 of 4) People are complex. Behavioral science tells us that emotions drive behavior. This is the foundational principle behind our Emotion Score™. Our emotion indicator measures the emotional intensity of topics, articles and conversations – or what people care about most - based academic principles, behavioral psychology. This offers a consistent scientific approach for determining the importance of any conversation.


@TwitterUser: Winter is so lame. “We have no control over our future; our children are vulnerable which is unfair” “I hate my parents because they are controlling my future, making me vulnerable which I feel is unfair.”

The positive or

negative tonal direction of a statement toward

an object.

The intensity of

psychological factors that directly drive human behavior.

Examples: Emotions Sentiment

✔

✔

✔

✔



Global Search (keywords)

•  Information Challenge: Finding relevant searches •  In this example, we kept in general:

–  “Garissa University College” –  “Garissa University College” AND (“massacre” OR “terror”) –  “Kenya” AND (“massacre” OR “terror”) –  “Kenya” AND (“military”) –  “Kenya” AND (“police”)


These general queries will pull information about the particular event and the social context relative to terror (historical), police, and military.

Emotion and Sentiment Overview


Volume over Time – Tracking Violence


Bus Attack

University Attack

Gunmen Attack

Governor

Emotion over Time


Content (relating to Garissa University College)


Automated Entity Extraction


What’s the story?


Search: Likely to find current

news and trending news

Big Data Search: Historical Annotated Quantified

Identify Trends

Identify Entities

Identify Content

React to Event

Focused Search

Prevent Adverse Reactions

React to Event

Parting Comments

•  Value of Big Data: understanding what the data tells you, and what it can do for you and your causes.

•  Comprehensively collecting and processing media and textual data means we can observe and quantify changes in both group and individual behavior over time.

•  With automated tools, we can: –  Overcome “too much data” by quantifying and

aggregating the data, –  Find trends and patterns, –  Use the trends and patters to focus our data sets, and –  Disaggregate the data into component pieces.

•  With the focused data sets, we can then tell the relevant data story.


CONTACT US

www.evolve24.com!

Seth Howell

[email protected] (703) 564-7193

Thank You!

Emotion Drives Behavior: Building a Data Narrative

Data & Analytics

Transcript of Emotion Drives Behavior: Building a Data Narrative