intelligence and analytics - defrag 2010
DESCRIPTION
Applying And Not Or thinking to emerging data sources and analytical techniquesTRANSCRIPT
Intelligence and AnalyticsApplying And Not Or Thinking to
Emerging Data Sources & Techniques
Nathan Gilliatt@gilliatt
2006
1000heads1st2CAlterianAM AnalyticsAMI SoftwareAmplified AnalyticsAnderson AnalyticsAtomic IntelligenceAttensityAttentioAutonomy Interwovenbc.labBigmouthmediaBitextBloggers’ MindBlogMeterBoleroBrand TitanBrandintelBrandtologyBrandwatchBurrellesLuceBuzzAnalyticsBuzzcaptureBuzzdetectorBuzzDingBuzzientBuzzLogicBuzzNumbersBuzzStreamCICClarabridgeClearForestCluerayCognitaCollective IntellectColligentComMetricConnotateContext AnalyticsConverseonConversitionCovalenceCrawdad TechnologiesCrimson HexagonCritical MentionCRMMetrixCubit Media ResearchCustomScoopCyberAlertCyberWatcherCymfonyCyTRAP Labs
DaqiDentsuDialogixDigimindDigital Influence GroupDigital PRDistilledDNA13Dow Jones & CompanyE.lifeeCairnEcho ResearchEchometrixEcofact AGEcosystemaEdelmanElsevierEmPower ResearchEntrenzaEnvisionalEthorityEvolve24EvriExpert SystemFirstRainFluxFPinfomartFractal AnalyticsFutures SportGalaGeeYeeGnipGrazrGreat Minds InteractiveHapaxHeardableHiveFireHiveSightHotGrindshottolinkHue Web StudioHyveiCrossingiMenteImootyImpactWatchInfegyInfonicInformminfüzInsideViewinstant InformationIntegrasco
Intelligence TechnologiesInteroneIterasiJ.D. Power & AssociatesJamiqJanyaJive SoftwareJodangeKaavaKairos Future AnalyticsKDPaine & PartnersKeibi TechnologiesLexalyticsLeximancerListenLogicLithiumLodging InteractiveLogicbowlManaging NewsMarchexMarket SentinelMarketClustersMarketOutsiderMedia Measurement LtdMedia ProofMedia Watch Middle EastMediaBadgerMediaHoundMediaMiserMediatrack ResearchMegaputerMeltwaterMetataleMetricaMightyBrandMillward Brown PrecisMindCometMindMattersMoreoverMorningside AnalyticsMotiveQuestNameProtectNetBaseNetemicNetEquityNetMap AnalyticsNetworked InsightsNew Media IntelligenceNew Media StrategiesNewbaseNexalogy EnvironicsNielsen BuzzmetricsObjectiveMarketer
OnalyticaOrchestr8OvertonePalantir TechnologiesParnassus GroupPerception MetricsPolecatPortent InteractivePR NewswirePrecise MediaPrimelabsPsydexQuirk eMarketingRadian6Recorded FutureRelegenceRelevant NoiseReport InternationalRepuMetrixReputation InstituteReputationHQReputicaRTGIRush Hour AnalyticsSatmetrixScanblogScupSentiment MetricsSentiMetrixSerendioSilverbakkSkyGridSmalltalksSmmartSocial MentionSocial WavelengthSocialarcSocialMetrixSocialRepSocialscapeSocialwareSpectrumSpinn3rSpiral16Sports Media ChallengeSpredfastStartPRStockMoodStreamwallSymscioSynthesioSysomos/MarketwireTealium
TraackrTrackurTrendictionTrustworthyTullo Marchall WarrenUKNetMonitorUltraSuperNewUnbound TechnologiesVanksen GroupVerisignVICO Research & ConsultingViralheatVisible TechnologiesVMLVocusWaggener EdstromWavemetrixWebClippingWeeTrackWhite NoiseWhitevectorWiredsetWiseBriefWiseWindow
2010
Data Analytics Application
Who’s the best?
What’s the right metric?
It depends.
What else can it do?
And not Or
Defensive keyword monitoring of brands and products to find complaints in order to respond.
Apply more modes of listening to more sources of data to
create value in more parts of the company.
More modes of listening…
✓ Monitor
✓ Measure
✓ Alert
✓ Search
✓ Mine
…to more sources…
✓ Social media content
✓ Traditional media content
✓ Call-center transcripts
✓ Customer correspondence
✓ …
…in more functions.
✓ Marketing, Public Relations
✓ Customer Service
✓ Product Management, R&D
✓ Legal, HR
✓ Finance, Strategy
Photo by Chuck Walker http://www.flickr.com/photos/cwalker71/
Photo by Eirik Refsdal http://www.flickr.com/photos/eirikref/
PR measurement
WOM measurement
Market research
Web analytics
Text analytics
Sentiment analysis
Voice of the customer
Photo by Marcus Ramberg http://www.flickr.com/photos/marcusramberg/
Photo by Pablo David Flores http://www.flickr.com/photos/pablodavidflores/
Analytics + Intelligence =
http://www.bingegamer.net/2008/09/top-ten-lego-games-wed-like-to-see/
Analytics + Intelligence =
Strategic Value of Information
A few approaches
• Content (text analytics)
• Audience (web analytics)
• Social activity (social media analytics)
• Influence (social network analysis)
• Performance (statistical analysis/BI)
What else can it do?
Can it work with something else?
ContentAnalysis
SocialActivityMetrics
User/AudienceActivityMetrics
Do more with SNA• Explicit social graph
data
• Follower/following
• @replies
• Links in text
• Mentions in text
• Sharing
• Book reviews
• Community membership
• Forum posts
• Blog comments
• Check-ins
• …
What else can it do?
@gilliatt
http://net-savvy.com/executive/
http://SocialMediaAnalysis.com
http://AnalyticsCamp.org