Small Data: a Brief History and a New Design Philosophy
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Transcript of Small Data: a Brief History and a New Design Philosophy
SMALL DATA
Allen Bonde, SVP Marketing (@abonde)
Agenda
1. Three views of SMALL DATA...and a brief history2. Data and the Customer Journey3. A new DESIGN Philosophy4. Use Case - new Placester mobile app5. Learnings
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Three views
Open Knowledge Foundation
“The trail of digital data breadcrumbs as we go about our days”
– Deborah Estrin
“The amount of data you can conveniently store and process on a single machine,
and in particular a high-end laptop” – Rufus Pollock
The Small Data Lab at Cornell
“Seemingly insignificant behavioral observations containing very
specific attributes pointing towards an unmet customer need”
– Martin Lindstrom
Martin Lindstrom
Open Source Tools
Big Data Defined
Era of Wearables Begins
A brief history...and my definition
2014
“Small Data” Defined
2016
“Small data connects people with timely, meaningful insights (derived
from big data and/or “local” sources), organized and packaged – often visually – to be accessible, understandable, and actionable for
everyday tasks” – Digital Clarity Group
Forbes op-ed on small data + IoT
NYT feature on Drowning in Numbers
World Economic Forum feature
Hortonworks buys Onyara
Medium feature on Tinder-like apps
AdAge op-ed on personalized apps
Nature feature on small data and “long tail” of neuroscience
Forbes op-ed on omni-channel and 1:1
2015
Martin Lindstrom book on Small Data
ANSWERS Not Data
“To serve the broadest set of business objectives and users, the goal isn’t just to accumulate more
data assets…it’s about collecting what data is already available, discovering its meaning (in
context) and delivering the right data in the right format to the broadest set of users”
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DATA AND THE CUSTOMER JOURNEY
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How data impacts the customer journey
Smarter consumers... demand smarter apps
Inform me
Connect me
Be helpful!
Motivate me
Use data to drive behaviorTailor offers and
experiences
Mobile
Data-driven
Visual
What do I need?
Which one?
Am I sure?
How can we educate our audience with the right data? Turn it into visual stories, and leverage what we know from transactional small data (purchase history, what’s in stock) to tailor campaigns and offers.
Inform me
Connect meHow can we connect buyers with the brand and brand advocates? Harvest social small data like gestures, reviews and testimonials (UGC), creating insights that amplify our message and validate choices.
Motivate me How can we drive action? The right data in the form of recommendations or alerts (based on triggers or other environmental small data) can boost conversions.
Devices that CREATE + Consume Data
The Internet of Things and Wearables offer to shift the focus of analytics further to embedded use cases and small data, and create more devices that both create and consume local information!
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A NEW DESIGN PHILOSOPHY
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Small data thinking should inform our design
simple “visual, intuitive, single-purpose-ish”
smart “predictive, proactive, accurate”
responsive “portable, localized…wearable?”
social “social inputs, shareable”
Principle #1: Make it simple
Simplicity is the ultimate sophistication. Simple means being visual, intuitive, and single-purpose as possible. Presenting a featured recommendation at just the right point in the buying cycle, or delivering a proactive text alert to notify customers that their order is ready. Driven by data, but presented as pictures, charts or answers.
Principle #2: Make it smart
Does this approach deliver useful or unique insights? Small data-powered apps should be the “go-to” source. Tell customers just what they need to know and in the fewest steps. Smart apps use structured and unstructured data, and insights from online and offline channels. And make sure results are trusted and repeatable.
Principle #3: Be responsive
Deliver insights where customers are and where employees want to work. Responsive means being portable, localized, and mobile ready. As the form factor of computing evolves and innovations such as next-gen wearable devices and IoT go mainstream, small data applications will be the first killer apps – outside and inside organizations.
Principle #4: Be social
Small data is social by nature – it’s about us. Tools for creating small data apps and campaigns need to foster sharing. They need to be “in the language” of relevant social networks and wired up for collecting feedback. Embedding social sharing immediately helps to amplify an audience and create new inputs for further analysis.
USE CASE
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New Placester Mobile App
Leads and Tasks
Dashboard
Just the right CRM features that agents and brokers need
Data-driven marketing automation and collaboration
Get visibility into what’s going on in my business (deals)
One Communication Inbox
Portable, location-savvy communication with the right people at the right moment
Answer questions and see activity, take notes, and set reminders
Push notifications and alerts to drive behavior
simple
smart
Next best action
which lead to call or email next?
which properties may be a new seller lead opportunity?
which steps need attention to close my next deal?
View Listings
Search leads and property listings, get details and trends
Leverage location data and maps
Smart buyer tools to calculate affordability + payments
social
New Placester Mobile App
responsive
LEARNINGS
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Design to the TASK...
Establish end goal for your small data – are you looking to understand or engage users?
Examine influence points in journey – are you looking to inform, connect, or motivate?
Good information design matters!
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...and deliver an EXPERIENCE with data!
Map the “Ins” and Outs” – what are key breadcrumbs + how will you apply to unmet needs?
Select the type(s) of data-driven output that will drive the desired behavior - e.g. alert, chart, dashboard, map, task list, recommendation etc.
Keep it simple!
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