The Fine Line Between Prediction and Intention (#Eurocomm)
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Brandwatch Sales Director EMEA Naomi Trickey's presentation at Eurocomm 2013. www.brandwatch.com
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The Fine Line Between Prediction and Intention (#Eurocomm)
- 1. THE FINE LINE BETWEEN PREDICTION & INTENTION NAOMI TRICKEY naomi@brandwatch.com | Tel: +44 (0)1273 234 290 | @ntrickey 04/2013
- 2. Source/ July 2011 Census Data NEW YORK CITY POPULATION: 8,244,910 © 2013 Brandwatch | www.brandwatch.com
- 3. WHO IS THE AUDIENCE? © 2013 Brandwatch | www.brandwatch.com
- 4. Source/ Mary Meeker, Kleiner Perkins “THE RE-IMAGINATION OF NEARLY EVERYTHING…” © 2013 Brandwatch | www.brandwatch.com
- 5. VOLUME VELOCITYVARIETY © 2013 Brandwatch | www.brandwatch.com
- 6. Source/ Chris Walker @atallman “BIG DATA IS MARKETING SPIEL. IT DOESN’T EXIST. THERE IS ONLY ‘DATA’. THINK OF IT THIS WAY… AN OCEAN ISN’T ‘BIG WATER’.” © 2013 Brandwatch | www.brandwatch.com
- 7. “THE NUMBER OF SIGNIFICANT FINDINGS DON’T REPLICATE THE EXPANSION OF NOISE TO SIGNAL.” Source/ David Brooks, NY Times © 2013 Brandwatch | www.brandwatch.com
- 8. 8 “WE CAN THINK OF THIS AS A SIGNAL PROBLEM: DATA ARE ASSUMED TO ACCURATELY REFLECT THE SOCIAL WORLD, BUT THERE ARE SIGNIFICANT GAPS, WITH LITTLE OR NO SIGNAL COMING FROM PARTICULAR COMMUNITIES.” © 2013 Brandwatch | www.brandwatch.com Source/ Kate Crawford, HBR
- 9. AGGREGATE DATA TO FIND PATTERNS AND INTENTION – NOT NECESSARILY PREDICTIONS. © 2013 Brandwatch | www.brandwatch.com
- 10. “THE MATHEMATISATION OF SUBJECTIVITY WILL FOUNDER UPON THE RESPLENDENT FACT THAT WE ARE AMBIGUOUS BEINGS… I HAVE NEVER VOTED WHOLEHEARTEDLY IN AN ELECTION.” © 2013 Brandwatch | www.brandwatch.com Source/ Leon Wieseltier, New Republic
- 11. 11 Studies of Issues © 2013 Brandwatch | www.brandwatch.com
- 12. LOOKING AT ISSUES, RATHER THAN POLITICIANS © 2013 Brandwatch | www.brandwatch.com 12 Topics linked to the Scottish independence referendum by social media users 0 2000 4000 6000 8000 10000 12000 14000 16000 Marine and fisheries Built environment Farming and rural issues Public sector and government Transport Environment Law order and public safety Health and social care Arts culture and sport Education and training People and society Business industry and energy Economy Foreign affairs SOCIAL MEDIA MENTIONS (JANUARY – MARCH 2013)
- 13. SCOTTISH INDEPENDENCE: ISSUES OVER TIME © 2013 Brandwatch | www.brandwatch.com 13 0 1000 2000 3000 4000 5000 6000 7000 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 MENTIONS MONTHS Arts culture and sport Business industry and energy Economy Foreign affairs
- 14. SOURCES © 2013 Brandwatch | www.brandwatch.com 14 http://blogs.hbr.org/cs/2013/04/the_hidden_biases_in_big_data.html http://www.nytimes.com/2013/02/19/opinion/brooks-what-data-cant- do.html?_r=0&adxnnl=1&ref=davidbrooks&adxnnlx=1364824851- 8I+r+8/mWMTUOgBIkCcXAA http://ideas.time.com/2013/03/29/viewpoint-why-predictions-fail-but-prophecies-dont/ http://cmo.com/content/cmo- com/home/articles/2013/3/20/how_to_speak_big_dat.html. http://www.newrepublic.com/article/112734/what-big-data-will-never-explain# http://chiefmartec.com/2012/12/5-marketing-meta-trends-the-presentation/
- 15. CONTACT 15 Email/ naomi@brandwatch.com Twitter/ @ntrickey © 2013 Brandwatch | www.brandwatch.com