understanding your customers: big vs. small data nxne/june2020/sparks_nxne.… · understanding...

Understanding Your Customers: Big Vs. Small Data

Kendra Clarke, VP Data Science & Product Development @itsclarkwithane

Juneteenth 2020 <3

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How Do We Quantify Culture?

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5Copyright © 2020 Sparks & Honey. All Rights Reserved.

In advertising we:

+ Track Individuals

+ Think In Audience Segmentations

+ Measure And Attribute One Single Brand’s Performance

+ Consider A Small Portion Of People's Lives

The Difference Between Advertising & Culture


We Know How Ad Impressions Work


But How Does Culture Work?


10,000+ News Sources

TwitterReddit

Youtube

Search

Product Reviews

Financial Market Data

Academic Papers

Patent Filings

Case Law

QTM Makes Culture Structured Data

QTM collects signals across a variety of data sources, and then structures and normalizes them leveraging machine learning models custom built and trained to identify and analyze 150 trends in culture and human behavior

10Copyright © 2019 sparks & honey. All rights reserved.

Unlocking the power of social and data sciences at scale • A living taxonomy of mega and

macro trends

• A compass to navigate cultural shifts in the horizontal

• A springboard for deeper research and connection to historical insights

The Elements Of Culture

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Cultural Zeitgeist Quantify the cultural forces energizing any topic of interest.

Predictive Analytics Explore and understand which cultural forces are likely to grow in the next year or two.

Global Signals Explore the individual examples that add up to cultural change.

A Visual Cultural Intelligence Platform


The HumanLayer

Thank You!

<3 Kendra Clarke @itsclarkwithane

Inquiries? Rob at [email protected] and Happy Juneteenth!

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understanding your customers: big vs. small data nxne/june2020/sparks_nxne.… · understanding...

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