Making sense of your data doesn't require mountains of data; it requires a systematic approach that leads to actionable insights. But how to get there? This keynote (given at "Predictive Analytics and Business Insights") shows how to extract significant business value from big data with Ask-Measure-Learn, a system that helps you ask the right questions, measure the right data, and then learn from the results. Using this system can help you learn to:
* Focus on business-related questions
* Find measures that have high causation, a low error rate and a low cost
* Create actionable insights by starting with predictions, benchmarks or recommendations
2. The philosophy of the day is
data-ism.
—DAVID BROOKS (@NYTDAVIDBROOKS)
3. Who
•
•
•
•
am I
Lutz Finger
Director Data Analytics at LinkedIn
Author of Ask Measure Learn
Co-Founder Fisheye Analytics
(sold to WPP)
@LutzFinger
LutzFinger.com
linkedin.com/in/lutzfinger
?
20. • Opinion leaders (Katz 1955)
• Influentials (Merton 1968)
• Law of the Few (Gladwell 2000)
Source: ‘Ask Measure Learn’ by O’Reilly Media
ASK
Please find an “INFLUENCER”
21. Source: ‘Ask Measure Learn’ by O’Reilly Media
ASK
A few person decide what we do…
24. ASK
Reality 50% is Homophily
•
•
•
•
4 years
1001 Students on Facebook
traditional Self-reported Data
How did taste Spread
Source: Kevin Lewisa, Marco Gonzaleza and Jason Kaufman (2012): PNAS Vol 109, no 1
Influence is often overestimated. It needs:
§ Reach
§ Readiness
§ Topic Dependence
26. ASK
Aja Dior M.?
AP News?
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
52. People You May Know
Groups You May Like
Ads You Be Interested in
Companies you May Want to Follow
Similar Profiles
Puls
LEARN
LinkedIn Recommendation Products
58. Possible other Features:
CROWDSOURCED:
• Box Office Results
• Movie Goer Reviews
• Critics
OTHER “Hard Facts”
• Genre
• Payment of Actors
• Etc.
Source: Farsite
LEARN
Predicting the OSCAR
61. Behavioral Score = 0.5
Identity Score = 0.3
Emily
Score = 0.9
Social Score = 0.1
Behavioral Score = 0.2
Identity Score = 0.3
Steve
Score = 0.9
... With premium
account, you get
more search
results and access
to …
Social Score = 0.4
... Do you know 5
of you connections
have started to use
premium account
…
LEARN
Propensity to Email Marketing