Beyond AnalyticsHow To Transform Insight Into Action3.19.2014

The Challenge

To realize the advantages of data-driven action while balancing the promise and power of new insights against the overwhelming quantity of data and the concurrent legitimizing of government surveillance, censorship and threat of abuse.

Not Just The Promise Of Data Abundance…

…But Also The Power Of A Data Tsunami

Not Just The Allure Of Data Availability…

…But Also The Continued Threat Of Data Aggregation & Correlation

5 Results From A Phone Metadata Pattern Recognition Study

First Principles Public Information

Disclose Access

No Exploitation

Identify Opportunity

Do unto others...

What We Know

Creative Commons attribution by flickr user by Daniele Zedda

LOTS!& LOTS!

& LOTS!

& LOTS!

What’s The Problem?Typical “Big Data”, “BI” & Market Insight Response…

What’s The Problem?

how?

then what?

What’s The Problem?

so what?

What’s The Problem?

how?

What’s The Problem?

how?

What’s The Problem?

thenwhat?

We Have More Insight Than Ever…

…From More Sources Than Ever…

…And No Idea What To Do About It

Creative Commons attribution by flickr user by Daniele Zedda

We Know What’s Happening

Creative Commons attribution by flickr user by Daniele Zedda

But NotWhat To Do Next

Creative Commons attribution by flickr user by Daniele Zedda

It’s Like Having Amazon.com

Without UPS or FedEx

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Our A-Ha Moment

We studied the insights.We interviewed the stakeholders.We asked the questions.We classified the responses.

Then we crafted a process and put it to the test…

BREAK!

The 1st Story

High Tech CompanyNew ProductHighly Regulated, Crowded IndustryMedical, Technical, Governmental SpacesForeign Country

Need Unbiased Expertise To Shepherd EntryNeed Last Mile DeliveryNeed Safe, Discreet Help

The Hypothesis

Creative Commons attribution by flickr user by Daniele Zedda

Provide Direction Advise Next Best ActionProduce Actionable Intel

The SWIFT Approach:1. Listen & Gather2. Filter & Categorize3. Synthesize & Analyze4. Report & Act

Achieve The Last Mile

Start at Source

Spider topics

Identify topic influencers

Action: Engage, Monitor, Assist Influencers

The SWIFT Process: Example

Example:

The SWIFT Process: Listen & Gather

45+ Keywords Defined for Listeners & Monitoring

50+ Social & Web Sources Consulted

Wiki For Housing Multivariate Data

The SWIFT Process: Filter & CategorizeSNAP Gathering Led To Important Sources

ISO Focus Yielded Positive Results

The SWIFT Process: Synthesize & Analyze

Cat Geo

Cat Geo

GEOCat

The SWIFT Process: Report & Act

The SWIFT Solution: Rapid Results

Jeff: Expertise in Biocompatibility

Daniel: President and Consulting Toxicologist

Seth: Senior Principal Scientist

+ 7 other scored results & 200+ additional “pay attention to these”

The 2nd Story

Video Production CompanyNew Integration ProductNeeded Customer List For Pitching

The Hypothesis

Creative Commons attribution by flickr user by Daniele Zedda

The SWIFT Approach:1. Listen & Gather2. Filter & Categorize3. Synthesize & Analyze4. Report & Act

Immediately Actionable Prospect Listfor free

The SWIFT Process:Report & Act

Deliver immediately

actionable prospect

list that is validated

as interested and

available and

engaged.

Synthesize & Analyze

Technology Refresh

Event / Advocacy

Participation

Over 200 fully cited

prospects identified

Filter & Categorize

• The SWIFT SNAP

Social Network Analysis

Process. Identify, track and

trace reach, reverb,

connections, influence.

• Relevancy & Recency

Reverberation & recency

categorization.

SWIFT: Listen & Gather

Public & Known Customers

• Web listings

• Case studies

• White papers

• Event Presentations

• Blogs

• YouTube

• Newsletters

• Pre-Recorded Webinars

• Competitive Intel Sources

The SWIFT Solution: Actionable Intelligence

Why It Works

Oriented To Action

Predicts What’s Needed Next

Taps Massive Quantities of Public Data

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Practice: Actionable Blog Intel

Creative Commons attribution by Flickr user jvh33

SWIFT: Blog Quantity & Cadence

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IF THEN PREDICTS ACTION

Basic increase in

blog quantity

Or

Increase in blog

quantity over

last 2 years

(y1=benchmark,

y2 = comparator

for this y)

Target is

increasing

awareness

Target’s focus

areas

Investment in

marketing and

attendant

spend on

content

development.

Preemptively market

to thunder-steal or

coopt

Invest for parity

Stake Out Your

Differentiated turf

SWIFT: Paid Content

Creative Commons attribution by Flickr user MiiiSH

IF THEN PREDICTS ACTION

Content is

paid or

sponsored

Distribution

is paid or

sponsored

Target is

investing

heavily in

awareness

Intentional focus

for new product,

vertical or

geographic entry.

Revitalized

emphasis on

existing product,

vertical or

market.

Perform textual analysis of

content to identify target’s

narrowly targeted markets and

objectives.

Identify new marketing hires or

blog pedigree (for contracting

services). Attach $$ spend to the

hire or contracted service to

identify relative investment level

and target’s strategy.

Perform audience analysis of

targets paid outlet channels to

identify who they’re going after.

SWIFT: Authors

Creative Commons attribution, noncommercial by Flickr user garritron

IF THEN PREDICTS ACTION

One author is

posting more

One group/team

is posting more

That author is

influencer

That team is

developing

influence

Target’s focus

areas

Target’s reach

Corporate

investment in that

team / team’s

product.

Social Network Analysis on

influencer using tools like

NodeXL, Maltego or other

If reach is large then:

Determine if influencer be

coopted or eliminated

Determine if influencer’s

audience can be diverted or

engaged directly (e.g. is

influencer’s audience your

prospect list?)

SWIFT: Events

Creative Commons attribution by Flickr user QuakeCon

IF THEN PREDICTS ACTION

Increase in blog

quantity precedes

major event initiative

Increase in blog

activity follows event

Target is

increasing laying

buzz foundation

for these events

Target is

leveraging event

to boost

awareness

Which events are

strategically important

to target

Which events are

viewed as “greens-

fees” and opportunistic

Intercept, thunder-steal, out-

splash at event

Only respond if event is

inherently opportunistic for

you too

SWIFT: Text AnalysisIF THEN PREDICTS ACTION

Key words and

themes grow in

frequency

No discernible

keyword trend

Target is

solidifying the

messaging

around its

value

proposition

Target is either

experimenting

to see what

sticks or is

throwing $$

away on

unconnected

efforts

Target’s go-to-

market strategy

Confusion of

effort with

impact. Lack of

leadership.

Threat from

product / service

but in-fighting

over monetizing

benefit.

Position to counter,

parry strength of key

words and phrases.

Monitor. Let

competitor implode.

Add pressure

through focused,

impact driven

stories. If you don’t

have feature parity,

invest in gaining

parity.

Creative Commons attribution by Flickr user jvh33

We

bS

ite

Inte

l

Baselining

URL spidering

Competitor

Website URL

ID Content

Repositories

Blog, Whitepapers,

Casestudies, Media Kits,

FAQ, APIs, Docs, PR,

Jobs, Management,

Newsletter Archive

Set Watchers on Content

Pages

Establish Quantity,

Frequency &

Topic/Industry focus for

last 2 years

Alerts on Change

Graph Overall

Quantity of

Content

Graph Overall

Frequency of

Updates / New

Content

Graph Topic /

Industry focus

distribution

Topic

Categories &

Industries

Identified

For Each Category /

Industry Graph

Content Quantity

For Each Category /

Industry Graph

Content Frequency

Signifies relative strength of competitor:

Investment in creation, dedication to message

amplification

relative strength of topic focus. Establishes

playing to participate or to win

Establishes buzz building timeline between

R&D & GA. Leading indicator of

announcements, Trailing Indicators of

investment activity

Signifies relative focus of competitor

Signifies buzz ramp to deals, marketing focus

and sales emphasis.

(c) Copyright 2013, BloomThink. All Rights Reserved.

http://www.bloomthink.com

SWIFT Practice Guide

About Billy CripeCMO Field NationFounder BloomThink

What He Does: B2B Marketing StrategyBackground: Development, Collaboration, Social & Intelligent SystemsAuthor: 2 Books on Collaboration, many articlesInterests: Semantic web, recommendation systems, machine ethicsHobbies: Star Wars, Wine Blogging,

Contact: Email: billy.cripe@bloomthink.comTwitter: @billycripeLinkedIn: linkedin.com/in/billy

Additional Reading• Answering the ‘So What’ Question

http://bloomthink.com/2013/10/22/so-what/

• Help IT Understand The Business Value Of Back End Work To Drive Business Value From BI http://bloomthink.com/2013/10/07/help-it-understand-the-business-impact-of-back-end-work-to-drive-business-value/

• Ten Steps for Social Competitive Intelligencehttp://bloomthink.com/2013/06/25/10-steps-for-social-competitive-intelligence/

• Is “Ambient Data” from Social Media Channels Useful for Funders? http://www.bethkanter.org/ambient-data/

• How to use social data to formulate future decisionshttp://www.b2bsocialmediaguide.com/2013/10/29/use-social-data-formulate-future-decisions/