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Ask Measure Learn Ask Measure Learn

Ask Measure Learn - PowerPoint Presentation

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Ask Measure Learn - PPT Presentation

by Lutz Finger Last update March 2014 The philosophy of the day is data ism DAVID BROOKS NYTDAVIDBROOKS We focus too much on technology Google Search on the ID: 167461

learn measure data source measure learn source data media reilly learn

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Slide1

Ask Measure Learn

by Lutz Finger

Last update: March, 2014Slide2

The philosophy of the day

is .data-

ism—DAVID BROOKS (@NYTDAVIDBROOKS)Slide3

We focus too much on technology

Google Search on the

term “Big Data”Slide4

ASK

the right Questions.MEASURE the right data – even if it is not Big data.Take Actions and LEARN

from them.Slide5

Ask the

right

QuestionASKSlide6

THE

HARDEST PART

ASKSlide7

Let’s do “Social Media”

ASKSlide8

Source: IBM Institute for Business Value.

ASKSlide9

Please find an “INFLUENCER”

Opinion

leaders (Katz

1955)

Influentials

(Merton 1968)

Law of the Few (

Gladwell

2000)

Source: ‘

Ask Measure Learn’ by O’Reilly Media

ASKSlide10

A few person decide what we do…

Source: ‘

Ask Measure Learn’ by O’Reilly Media

ASKSlide11

REALLY?

Source: ‘

Ask Measure Learn’ by O’Reilly Media

ASKSlide12

Dear Marketers,

There is no influencer. It’s a myth

.ASKSlide13

Reality 50% is Homophily

Source: Kevin Lewisa, Marco Gonzaleza and Jason Kaufman (2012): PNAS Vol 109, no 1

4 years

1001

Students

on Facebook

traditional Self-reported Data

How did taste Spread

Influence is often

overestimated

.

It needs:

Reach

Readiness

Topic Dependence

ASKSlide14

Aja

Dior M.? AP News?

ASKSlide15

Aja Dior M.

omgg, my aunt tiffany who work for whitney houston just found whitney houston dead in the tub. such ashamed & sad :(

45 min

Aja

Dior M.?

AP News?

ASKSlide16

I want to create “REACH”

… in order to “SELL”

ASKSlide17

Measure

the

rightDataSlide18

What is RIGHT?

MEASURE

Source: WIkipediaSlide19

e

ven if it is not

Big DataMEASURESlide20

More Data

More Insightsdoes not equal MEASURESlide21

Data ELT and Aggregation

Petabyte

G

igabyte

Bit

Terabyte

1

2

3

4

We want

small

data….

Yes

or

No

MEASURESlide22

Calculating Reach via Network Data

1977: Linton

C. Freeman, “Centrality based on Betweenness .”

MEASURESlide23

“REACH”

creates awareness

“SELL”needs purchase intendMEASURESlide24

Correlations are important

MEASURESlide25

What is your behavior?

Source: ‘

Ask Measure Learn’ by O’Reilly MediaMEASURESlide26

The issue with the Correlation

/ Causation

MEASURESource: ‘Ask Measure Learn’ by O’Reilly MediaSlide27

Sometimes data

is not easy to get.

MEASURESlide28

Social Behavior is ‘unstructured’

Source: ‘

Ask Measure Learn’ by O’Reilly MediaMEASURESlide29

It is way easier to work with ‘structured data’

New York Weather in April 2013

Source: ‘Ask Measure Learn’ by O’Reilly MediaMEASURESlide30

30

MEASURE

Source: Jeffrey BreenMEASURESlide31

What is RIGHT?

Source: ‘

Ask Measure Learn’ by O’Reilly MediaMEASURESlide32

Right

and learn

from them. ActionsSlide33

Information vs. Action…

LEARNSlide34

Information vs. Action…

LEARNSlide35

Three Types of actionable Insights

Benchmark

PredictionsRecommendations &Filter

LEARNSlide36

BENCHMARK

LEARNSlide37

Competitive Benchmark

Source: ‘

Ask Measure Learn’ by O’Reilly MediaLEARNSlide38

RECOMMEND & FILTER

LEARNSlide39

LinkedIn Recommendation Products

People You May Know

Groups You May Like

Ads You Be Interested in

Companies you May Want to Follow

Puls

Similar Profiles

LEARNSlide40

Filter

Source: ‘

Ask Measure Learn’ by O’Reilly MediaLEARNSlide41

PREDICTIONS

LEARNSlide42

Predicting the OSCAR 2013

LEARNSlide43

Predicting the OSCAR

LEARNSlide44

Predicting the OSCAR

Source:

FarsitePossible other Features:CROWDSOURCED:Box Office ResultsMovie Goer ReviewsCriticsOTHER “Hard Facts”GenrePayment of ActorsEtc.

LEARNSlide45

Predicting Box Office

Source: ‘Ask Measure Learn’ by O’Reilly Media

LEARNSlide46

Predictions are not easy, especially if they are about the

Future.

LEARNSlide47

Which Model to use

Source: ‘Ask Measure Learn’ by O’Reilly Media

LEARNSlide48

Which Model to use

Google’s Prediction API

LEARNSlide49

Many more examples…

Benchmark

Recommendation & FilterPredict

LEARNSlide50

Data Wrangling & Data Science is getting Easier

LEARNSlide51

LEARNSlide52

SummarySlide53

ASK

the right Questions.MEASURE the right data – even if it is not Big data.Take Actions and LEARN

from them.Slide54

Thanks

LutzFinger.com