The Power of Hindsight: Using Historical Data to Make Better Decisions
-
Upload
brandwatch -
Category
Social Media
-
view
146 -
download
0
description
Transcript of The Power of Hindsight: Using Historical Data to Make Better Decisions
1
#bra
ndw
atc
hti
ps
© 2014 Brandwatch.com
Webinar/The Power of Hindsight: Using historical data to make better decisions
CMO, Brandwatch@willmcinnes
Hosted by Will McInnes
2
#bra
ndw
atc
hti
ps
© 2014 Brandwatch.com
Our speakers
VP, Data & Analytics,Text100
@MrPhilipKam
Phil KamDirector of Professional Services, Brandwatch
@molten_tofu
Nate WaltonData Scientist,
Twitter@DrSkippy
Scott Hendrickson
3
#bra
ndw
atc
hti
ps
© 2014 Brandwatch.com
Coming up
• Presentations
• Panel Discussion: The value of Hindsight
• Q&A
4
#bra
ndw
atc
hti
ps
© 2014 Brandwatch.com4
Don’t be shy/We’d love your participation
• Ask questions in the session chat
• Tweet about our discussion
@brandwatch
#brandwatchtips
A download and recording of the webinar will be made available after the event
5
#bra
ndw
atc
hti
ps
© 2014 Brandwatch.com© 2014 Brandwatch.com
Nate Walton, Brandwatch
6
#bra
ndw
atc
hti
ps
© 2014 Brandwatch.com
Really big stuff has happened more than once
• Back to 2008 to get more than one US presidential election
• Back to 2008 (again) to get more than one olympics (summer only)
• Can just squeeze in 3 world cups going back to 2006
Fool me once…
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 190
20
40
60
80
100
120
140
The First Time Second Time Third Time
Things about to get interesting?
7
#bra
ndw
atc
hti
ps
© 2014 Brandwatch.com
It’s (probably) the best picture we have of a social network’s growth
• Even if other big networks have good historical data, $100 says they have no great way of mining it
• Twitter is a relatively sparse - every connection counts for marketing and for analysis
• From the time before the New York Times and Lady Gaga – can we figure out whether to invest in new networks before "everybody's doing it"?
Conversation about “obama” at 10:30 this morning
8
#bra
ndw
atc
hti
ps
© 2014 Brandwatch.com
New ways of measuring influence
• Track people's contributions across time, and include consistency as a measure of influence
• Extend our understanding of how current influencers became endemic to the social network – people whose celebrity is rooted in Twitter vs just an outlet through Twitter
9
#bra
ndw
atc
hti
ps
© 2014 Brandwatch.com© 2014 Brandwatch.com
Historical Data Examples
and Strategies@drskippy
10
#bra
ndw
atc
hti
ps
© 2014 Brandwatch.com
SXSW 2006-2012
(Top scale 0-4k tweets/hr; bottom scale 0-15k tweets/hr)
• 6 years of growth of Twitter and SXSW
• Main event and summer “panel picker” season
• See more detail at http://drskippy.github.io/netarcs/sxsw_stacked.png
11
#bra
ndw
atc
hti
ps
© 2014 Brandwatch.com© 2014 Brandwatch.com
Q & A
12
#bra
ndw
atc
hti
ps
© 2014 Brandwatch.com© 2014 Brandwatch.com
Q & A
Interact and zoom at http://drskippy.github.io/netarcs/Big
Bould
er
Confe
rence
2014
Twit
ter
Inte
ract
ion G
rap
h v
s. S
oci
al G
rap
h
13
#bra
ndw
atc
hti
ps
© 2014 Brandwatch.com© 2014 Brandwatch.comInteract and zoom at http://drskippy.github.io/netarcs/
https://www.mapbox.com/labs/twitter-gnip/brands
14
#bra
ndw
atc
hti
ps
© 2014 Brandwatch.com
3 Tips
1. Hypothesize, sample, analyze, visualize—repeat
2. Years of data – take into account changes in volume, language use, product names, etc.
3. Plan analysis strategies
– Mentions & frequency time series
– Natural Language Processing (NLP) – topics and sentiment
– Networks – Interactions and social graph
– Meta data – Images, links, geo-tagging
15
#bra
ndw
atc
hti
ps
© 2014 Brandwatch.com© 2014 Brandwatch.com
Panel Discussion
16
#bra
ndw
atc
hti
ps
© 2014 Brandwatch.com© 2014 Brandwatch.com
Q & A
17
#bra
ndw
atc
hti
ps
© 2014 Brandwatch.com
Find out more: brandwatch.com/hindsight
facebook.com/brandwatch
@brandwatch
plus.google.com/+brandwatch1