These are slides from a session at FutureM (Future of Marketing) Boston 2013. This joint session from Zenzi Communications + Ranker showed how online data can be used to understand the deeper values and motivations of consumers. We are inundated with graphs of data (e.g. social graphs, interest graphs, opinion graphs). We’ll give you techniques for mining actionable insight from graphs of data, which when studied correctly, can allow you to go beyond the specific interests of your customers and begin to understand their deeper motivations. By understanding their lasting motivations, brands can begin to find customers who will resonate with their strengths and tell value-specific stories that will turn customers into advocates.
Using Big Data to Reveal Values and Inform Storytelling
1. SESSION PARTNER
Using Big D to
ata
Reveal Consumer V
alues
and Inform Storytelling
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18. Connectivity Matters
Because....
Algorithms generally do similar things.
More of the same type of data usually gives
you more precision, not more prediction.
Connectivity reduces error.
Connectivity allows you to predict more
variance for longer periods by providing
depth to one's measurement.
31. There is a gap between what we
care about how we use data
Tangible Things
What we analyze:
- Demographics
- Purchasing
behavior
- Financial
Markets
- Baseball
Outcomes
Intangible Things
What we care
about:
- Living our values
- Being fulfilled
- Living a
meaningful life
- Being happy
32.
33.
34.
35.
36. How do you measure values?
I spend my
money
on experiences,
not goods.
How much do I
value
Stimulation?
10/17/13
37. How do you measure values?
I spend my
money
on experiences,
not goods.
How much do I
value
Stimulation?
10/17/13
error
38. How do you measure values?
I spend my
money
on experiences,
not goods.
How much do I
value
Stimulation?
error
I travel a lot.
error
I eat at diverse
restaurants.
10/17/13
error
39. How do you measure values?
I spend my
money
on experiences,
not goods.
I value
Stimulation!
I travel a lot.
I eat at diverse
restaurants.
10/17/13
40. Ranker is a Data Company
To consumers, Ranker is a “Yelp for Everything Else”
Engaging Gamification Hook
15% of visitors to page vote on an
average 10 items/list.
Rankings Are Built By
The Crowd
Users are entertained and informed - people love lists - but at its
core, Ranker is a consumer data aggregation machine.
41. Ranker’s Data Production
Engine
Ranker ingests
semantic“big data”
(14MM+ objects)…
…into platform for
user-and-system
generated lists
Producing crowdsourced
answers to 1000s of questions
that previously had none
Facts
Lists
Proprietary
Rankings
Freebase
Factual
•The Scariest Diseases
•The Best Inexpensive Cars
Wikipedia
Any semantic
data source
Visitors engage
w/ 15% interaction
Opinions
Output: Opinion Graph
“People who think Priuses
are a good value worry more
than average about heart
disease”
45. Discovering Deeper Motivations
Breaking
Bad
The Nissan
370Z appeals to people
who like being different
and are non-conformist.
error
Arrested
Development
error
It’s Always Sunny
in Philadelphia
error
46. Discovering Deeper Motivations
Breaking
Bad
The Nissan
370Z appeals to people
who like being different
and are non-conformist.
error
Arrested
Development
error
It’s Always Sunny
in Philadelphia
error
65. Looking for Beta Testers
-
-
-
-
Analyzing current communications
strategies from a values perspective.
Values surveys of current customer base.
Identifying new opportunities for values
based marketing.
Developing new communications
strategies.
A-B Testing of Values Messaging