motivequest and big data 4.16.13 slideshare version
DESCRIPTION
A perspective on Big Data presented by Online Anthropologist David Rabjohns, CEO MotiveQuest at the Kellogg Innovation Network (KIN) Catalyst in April 2013.TRANSCRIPT
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The Emperor Has No Clothes
A Fable of Big Data
Kellogg School Innovation ConferenceApril 2013
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2 Real examples
4 Tips
1 Big idea
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Two weavers promise an emperor a new suit of clothes that is invisible to those unfit for their positions, stupid, or incompetent….
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…when the Emperor parades before his subjects in his new clothes, a child cries out, "But he isn't wearing anything at all!"
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Most people pedaling big data today are more like the weavers than the child.
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What is BIG
data?
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Between the birth of the world and 2003, there were five exabytes of information created.
Huffington Post April 2013
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Between the birth of the world and 2003, there were five exabytes of information created.
We [now] create five exabytes every two days
Huffington Post April 2013
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9
1bn
Facebook users
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400mTweets per day
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327,000tweets a second when Obama won the election.
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Big data is all about Connections
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The continuation of a trend that started with the industrial revolution.
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Agricultural
Isolated farmersLittle innovation
Social
People and ideas connected globally in an instant
Industrial
People and ideas pushed together in cities
AGE
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1 Idea
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BIG
You only need smart data
You don’t actually need
data
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18You only need smart data
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Smart data: Just the right amount of data for the job
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The insight came from working with brands like these
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It begun in myBasement
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For the first three years we thought we needed MORE DATA
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Then we found a super smart person to help us explore if we really did
Professor Jakki Thomas
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Northwestern university statisticians helped us discover that the only metric that really mattered
was a particular advocacy algorithm.
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We found people online recommendations have a high correlation with offline sales
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We also created frameworks that could deconstruct where the advocacy came from
Rational Emotional Social
MotivationsPassionParticipation
ArchetypesTrustValue
MovementsEngagementService
Activists SalesMarketingProblems
MotiveQuest Activist Model
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2 Examples
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29http://effie.org.ua/upload/axe.pdf
1.49% 1.43%
2.78%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
Verizon AT&T Sprint
WIRELESS CHURN, Q3 2009
Source: http:/ / www.strategyanalytics.com/
In 2009 Sprint was losing customers at a quicker rate than AT&T and Verizon and gaining less.
2.026
1.238
-0.077
-0.565-1.00
-0.50
0.00
0.50
1.00
1.50
2.00
2.50
AT&T Verizon T Mobile Sprint
NET ADDS IN MILLIONS, Q3 2009
Source: http:/ / www.strategyanalytics.com/
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CHURN DRIVER:Former Sprint customer who details the reason for their departure.
ADVOCATE:Grassroots supporter of Sprint recommending the brand to others by talking about reasons to stay.
INDIVIDUAL PARTICIPANT:Individuals participating in the cellular community by conversing with others.
CELLULAR ROLES AND PARTICIPATION
Unique methodology
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Models and features where the biggest reason to leave.
7.6%
15.7%
26.9%
29.8%
51.3%
54.2%
0% 10% 20% 30% 40% 50% 60%
Speed
Price/Cost
Customer Service
Coverage
Features
Models
CARRIER SWITCHING TOPICS SENTIMENT MATRIX: 6/1/2008 – 5/31/2009
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COVERAGE
MODELS
CUSTOMER SERVICE
The most strongly impassioned conversations about carrier loyalty were about customer service, models and coverage. Service was the biggest reason to stay.
Ad
voca
te p
ass
ion
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0% 10% 20% 30% 40% 50% 60% 70% 80%
Speed
Price/Cost
Features
Coverage
Models
Customer Service
REASONS TO STAY BY CARRIER, 6/ 1/ 2009 – 1/ 31/ 2010
Topics listed in order of importance to cellular advocates, from most important to least.
0% 10% 20% 30% 40% 50% 60% 70% 80%
Speed
Price/Cost
Features
Coverage
Models
Customer Service
REASONS TO STAY BY CARRIER, 6/ 1/ 2009 – 1/ 31/ 2010
Topics listed in order of importance to cellular advocates, from most important to least.
Topics listed in order of importance to cellular advocates from most important to least. Speed, features and price/cost are other advocacy drivers, but these are the three most important.
Sprint was disadvantaged in all three.
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So we focused on the key reason to stay.
Less carrier control
Focus area
Switching
Better modelsBetter features
Better coverage
Reasons discussed for switching
Staying
Good customer serviceGood coverageGood models
Brand advocacy
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AUTOMOTIVE
TELCO
RETAIL
FINANCIAL
TRAVEL AUTO
How do people talk about great service?
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Service satisfaction drivers.
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The solution went far beyond communications.
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2.78%
1.81%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
Q3 2009 Q1 2011
SPRINT CHURN
Source: http:/ / www.strategyanalytics.com/
-0.565
0.644
1.1
-0.80
-0.60
-0.40
-0.20
0.00
0.20
0.40
0.60
0.80
1.00
1.20
Q3 2009 Q3 2010 Q1 2011
SPRINT NET ADDS IN MILLIONS
Source: http:/ / www.strategyanalytics.com/
Saved or new users: 2.31m1
Av. Revenue per user $582
Incremental Revenue $133.98m
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39Source: Sprint Customer Service, 2/1/2010 - 9/30/2010
TRACKINGAfter the initial engagement we track progress every quarter.
-23.1%
15.0%
24.6%
19.0%
25.1%
112.7%
-27.2%
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MOTIVEQUEST MOTIVATIONS METHODOLOGYExplores the the 12 universal human motivational areas
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0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
MQ MOTIVATIONS MODEL The most successful brands align themselves clearly with human
needs.
HEROFEEL
ACCOMPLISHED“where there’s a will,
there’s a way”
MAGICIANFEEL MAGICAL“it can happen!”
OUTLAWFEEL SINFUL“rules are meant to be broken”
SAGEFEEL WISE“the truth will set you free”
INNOCENTFEEL REJUVENATED“free to be your younger yourself”
EXPLORERFEEL ADVENTUROUS“let me find my own way”
CREATORFEEL CREATIVE
“if it can be imagined, it can be created”
CAREGIVERFEEL PROTECTIVE
“love your neighbor as yourself”
RULERFEEL ELITE
“power isn’t everything, it’s the only
thing”
REGULAR GUY/GALFEEL CONNECTED“all men and women
are created equal”
JESTERFEEL FRIVOLOUS
“if I can’t dance, I don’t want to be part of your
revolution”
LOVERFEEL SENSUAL
“I only have eyes for you”
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0%
2%
4%
6%
8%
10%
12%
14%
16%
18%I feel accepted
I feel amused
I feel competitive
I feel creative
I feel rebellious
I feel happy
I feel loved
I feel smart
I feel prestigious
I feel adventurous
I feel responsible
I feel productive
TRUCK MOTIVATIONSThe category is tribal, Ram was schizophrenic
Source: Brand Specific Truck Forums, 11/1/2007 - 10/28/2008
COMPETITIVE SET MOTIVEMETER: 11/1/2007 – 10/28/2008
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%I feel accepted
I feel amused
I feel competitive
I feel creative
I feel rebellious
I feel happy
I feel loved
I feel smart
I feel prestigious
I feel adventurous
I feel responsible
I feel productive
F-150 Forums
Tundra Forums
Silverado Forums
Ram Forums
Tundra General
Silverado General
F-150 General
Ram General
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%I feel accepted
I feel amused
I feel competitive
I feel creative
I feel rebellious
I feel happy
I feel loved
I feel smart
I feel prestigious
I feel adventurous
I feel responsible
I feel productive
F-150 Forums
Tundra Forums
Silverado Forums
Ram Forums
Tundra General
Silverado General
F-150 General
Ram General
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%I feel accepted
I feel amused
I feel competitive
I feel creative
I feel rebellious
I feel happy
I feel loved
I feel smart
I feel important
I feel adventurous
I feel responsible
I feel productive
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The Ram challenge re-positioning helped Ramtop the growth chart in December 2010. Sales rose 87%.
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“A powerful global conversation has begun. Through the internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter- and getting smarter faster than most companies.”
- The Cluetrain Manifesto
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THE MARKETING WORLD IS CHANGINGThe “age of social” is redefining buying behavior
Emotional
Passion
Rational
Product
Story
Product & Services
People
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No Brand Mentions 95%
Brand Mentions 5% Brand Mentions 11%
No Brand Mentions 50%
No Brand Mentions 89%
Brand Mentions 50%
Health ConversationsFood Conversations Car Conversations
Lowest share of brand mentions. Highest share of brand members.
FOCUS BROADLYIn food 95% Don’t mention a brand.
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4 Secrets
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1. Start with the right data
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2. Sweat the Coding
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3. Create a framework
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4. Tell a story
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Quality Data
• Data templates• Automated
spam removal• De-duping
software• Tag and index
software
SmartCoding
• 10 years of history
• Catalog of 180,000 brands and concepts
• Top categories cataloged
Framework Analytics
• Advocacy• Motivations• Maven’s• Veteran’s• Value• Service• Source
analytics• Segmentation
Storytelling
• Reasons why• 30 slides• 3 Insights• Actionable
Source: MQ Analytics
4 SECRETS
Insights that are truly actionable
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Think Smart