SlideShare ist ein Scribd-Unternehmen logo
1 von 35
Downloaden Sie, um offline zu lesen
Staying on the
Right Side of the Fence
when Analyzing Human Data
Susan Etlinger
Industry Analyst
ALTIMETER GROUP
Tim Barker
CEO
DATASIFT
Data Ubiquity and the Trust Imperative
What we’ll cover today
1
2
3
4
5
Principles of Ethical Data Use
How Social Networks are changing to privacy-first
approaches
Audience vs Individual Insights
Discussion / Q&A
4
Susan Etlinger
Industry Analyst, Altimeter Group,
A Prophet Company
@setlinger
The Trust
Imperative
A Framework for
Ethical Data Use
5
An Origin Story (2012)
6
A Tipping Point (2013)
“Paging through the catalog, we
realized to our dismay that whoever
had sent us this thing knew us.
They’d nailed our demographic
precisely. They even knew what kind
of convertible car seat we’d want!
Who were these people, or should I
say, machines?!?”
− Alexis Madrigal
7
“ “Legislation can’t keep up with
technology, which makes it a flawed
vehicle to govern what
happens in this space.”
− Judy Selby,
Partner, Information Governance
BakerHostetler
8
1. Data Collection Has Become More Ambient—and
Intimate
2. Consumers Don’t Control Their Personal
Information
3. Consumers Report Distrust of Data Use
4. Trust is a Major Concern for CEOs
5. Distrust Has Quantifiable Impact on Business
Performance
Trust is a brand issue
9
Consumers do not trust data use
10
They feel “resigned”
“Most Americans disclose their personal
data to companies for discounts
because they believe that marketers will
harvest the data anyway.”
Joseph Turow, Ph.D., Michael Hennessy, Ph.D., Nora
Draper, Ph.D., “The Tradeoff Fallacy: How Marketers are Misrepresenting
American Consumers and Opening them Up to Exploitation,” University of
Pennsylvania Annenberg School of Journalism, June 1, 2015.
11
Lack of trust has clear consequences
12
“
“Just complying with the law is not
going to be nearly enough to make
consumers comfortable.”
− Jennifer Glasgow,
Chief Privacy Officer, Acxiom
13
Principles of Ethical Data Use*
* Developed by the Information Accountability Foundation (IAF)
Beneficial
• Does our use of data benefit consumers as much as it benefits us?
Progressive
• Do we have a culture of continuous improvement and data minimization?
Sustainable
• Are the insights we identify with data sustainable over time?
Respectful
• Have we been clear, transparent and inclusive?
Fair
• Have we thought through the potential impacts of our data use on all interested parties?
14
“Before conducting any type
of new analysis, we ask
ourselves whether it will
bring benefit to customers in
addition to the company. If it
doesn’t, we won’t do it.”
Joshua Kanter, Senior Vice President,
Revenue Acceleration, Caesars
Entertainment
Benefit in Action
15
“Organizations should not create the risks associated
with big data analytics if there are other processes
that will accomplish the same objectives with fewer
risks.”
− Information Accountability Foundation
Progressiveness in Action
16
Senate Bill 576, “GPS Data Privacy for Mobile
Devices,” (California)
“[R]equires that consumers get a clear
notice explaining how their location
information will be used and shared
when they install a new app.” It also
ensures that app users give express
consent before their geolocation data
can be collected and shared.”
Legislating Progressiveness
17
Sustainability in Action
18
Respect in Action
19
Fairness in Action
20
A Framework for Ethical Data Use
21
The Sunshine Test
What would happen if all
the details of what you are
doing were out in the open,
in the light of day?
Photo: Madalena Pestana, CC 2.0
22
“
“By knowing where the borders are, you
can innovate more around them.”
− Stefaan Verhulst
Co-Founder and Chief Research
and Development Officer
The Governance Lab (NYU)
How Social Networks are adopting privacy-first approaches
Tim Barker
CEO
DATASIFT.COM
#DSWebinar
April ’15
Topic data provides anonymized
and aggregate insights into content
and audiences on Facebook.
Nov ’15
Instagram introduces platform
policy change to restrict data
access to approved applications.
Trust is the currency of social networks.
May ’15
Linkedin limits API access to
select, approved partners.
API Changes in last 12 months to protect consumer data from misuse.
#DSWebinar
25
It’s messy
Separate Signal from Noise
It’s text-based
Unlock meaning from text
Challenges in Extracting Insights
It contains personal data
Extracting insights while
protecting consumer privacy
Insights drive marketing investments in Social Networks.
But it’s a Big Data challenge.
Insights drive more marketing
spend on social networks.
Insights drive marketing
spend on Networks
#DSWebinar
26
Enables an ecosystem of product-builders.
See datasift.com/partners for complete list.
Application
Builders
Agencies
We help networks build an
insights-driven ecosystem
Filter
Signal:Noise
Understand
Meaning
Explore
Insights
DataSift partners with Social Networks
to help them build an insights-driven ecosystem
Insights drive marketing
spend on Networks
Transform raw feeds of activity data into
insights into content, engagement and
audiences.
DataSift technology builds
insights, protects identity
DataSift helps Social Networks build an insights-driven ecosystem
Helps developers build compliant, compelling insights.
#DSWebinar
27
DataSift platform connects to the real-time feed of Posts,
Comments, Likes.
Facebook Topic Data: Privacy-First Approach to Insights
Surface Insights from activity
across Facebook
Built from posts, comments, likes
Aggregate and anonymized results
#DSWebinar
28
Anonymized and Aggregate approach.Analysis that spans all of the
available data.
Multi-Dimensional
data analysis
Net-Positive for Consumers +
Businesses
“Bigger Data” for
Bigger Insights
Why a Privacy-First Approach Wins
“Better Data” for Audience
Insights
#DSWebinar
“Bigger Data” for Bigger Insights
Comparison of volumes of engagement relating to
an automotive brand across 7-day period.
FACEBOOK PAGES
~1,000
Posts and Engagement
on your own Facebook
Pages
TOPIC DATA
~70,000
Brand-related
Posts and
Engagement across
all of Facebook
#DSWebinar
“Better Data” for Consumer Insights
Create Insights from Multi-Dimensional.
30
Gender: Male
Age Range: 35-44
Region: California, USA
CONTEN
T
Negative
Positive
DEMOGRAPHICS
SENTIMENT
Automatic classification
of related topics
e.g. Star Wars VII (Film)
TOPIC ANALYSIS
CONTEN
T
LINKS
Analyze
URLs shared
across Facebook
Engagement and Demographics around
Likes, Comments and Shares
ENGAGEMENT
Can’t wait to take the kids to watch Star Wars VII
CONTEN
T
Privacy-safe
aggregate analysis of
text
TEXT ANALYSIS
#DSWebinar
Advertising Agency for a Drink Brand
31
Advertising Agency wanted to understand…
How women engaged with their client’s beverage
brand and with hot drinks.
Deeper understand of the media consumption /
magazine stories which most engaged their target
consumers
#DSWebinar
Identify the publications, stories & celebrities
which drove most engagement amongst the
target audience segment
Recommended Actions
๏ Look at featuring different drinks when advertising in different markets and to different demographic groups
๏ Use story insight for media placement as well as for identifying potential influencers
1st
2nd
3rd
LATTE
HOT CHOCOLATE
ESPRESSO
HOT CHOCOLATE
LATTE
CAPPUCINO
CAPPUCINO
LATTE
ESPRESSO
USA UK GERMANY
Under 35s, as a % of brand’s total
engagement
47%
Client Brand Competitor A Competitor B
31%
58%
Celebrity stories driving most engagement
There are big variations in preferences for
hot drinks across nations and demographic
groups
The brand found that they suffered with the
lowest relative engagement amongst
millennials
Insights into Content and Audiences
JENNIFER LAWRENCE
SHARON STONE
TAYLOR SWIFT
KYLIE JENNER
JUSTIN TIMBERLAKE
#DSWebinar
33
+
WinLose
Zero-Sum Game Positive-Sum Game
WinWin
+
- Data is anonymized to protect identity.
- Deeper audience-level insights possible by using demographics /
interest-graph data added by social networks.
- Insights built on a foundation of data privacy and trust.
- To evolve from audience-level analysis to individuals, use a social-
network opt-in to allow customers to control data they want to share.
Privacy does not have to be a zero-sum game
- For business to win, consumers have to lose.
#DSWebinar
Q&A
THANK YOU
http://bit.ly/ds-reasons
Resources
BALANCING INSIGHT AND TRUST
Altimeter White Paper
http://bit.ly/insightvstrust
10 REASONS FACEBOOK TOPIC DATA WILL
CHANGE YOUR WORLD
DataSift eBook

Weitere ähnliche Inhalte

Was ist angesagt?

Logic Magic Attribution Modelling with Chuck Sharp November 2010 (iCrossing US)
Logic Magic Attribution Modelling with Chuck Sharp November 2010 (iCrossing US)Logic Magic Attribution Modelling with Chuck Sharp November 2010 (iCrossing US)
Logic Magic Attribution Modelling with Chuck Sharp November 2010 (iCrossing US)iCrossing
 
The Future of Search
The Future of SearchThe Future of Search
The Future of SearchiCrossing
 
The Ultimate Guide to using Social Media Media Analytics
The Ultimate Guide to using Social Media Media AnalyticsThe Ultimate Guide to using Social Media Media Analytics
The Ultimate Guide to using Social Media Media AnalyticsSocialmetrix
 
Unlocking Insights With Facebook Topic Data
Unlocking Insights With Facebook Topic DataUnlocking Insights With Facebook Topic Data
Unlocking Insights With Facebook Topic DataSysomos
 
Introduction into Social Media and Social Media Analytics
Introduction into Social Media and Social Media AnalyticsIntroduction into Social Media and Social Media Analytics
Introduction into Social Media and Social Media AnalyticsDr Matt McDougall
 
Microsoft xbox one pr
Microsoft xbox one prMicrosoft xbox one pr
Microsoft xbox one prAsad Hoosain
 
How the Big Brands do Facebook Marketing
How the Big Brands do Facebook MarketingHow the Big Brands do Facebook Marketing
How the Big Brands do Facebook MarketingWebtrends
 
Brief intro Facebook Marketing
Brief intro Facebook MarketingBrief intro Facebook Marketing
Brief intro Facebook MarketingWebtrends
 
Why Search + Social = Success for Brands
Why Search + Social = Success for BrandsWhy Search + Social = Success for Brands
Why Search + Social = Success for BrandsCatalyst
 
Social Media Strategy Talk For University Relations
Social Media Strategy Talk For University RelationsSocial Media Strategy Talk For University Relations
Social Media Strategy Talk For University RelationsCollin Condray
 
Blue Zoo Creative Web and Social Analytics Seminar, February 2014
Blue Zoo Creative Web and Social Analytics Seminar, February 2014Blue Zoo Creative Web and Social Analytics Seminar, February 2014
Blue Zoo Creative Web and Social Analytics Seminar, February 2014Collin Condray
 
Klarity report - Automobile
Klarity report - AutomobileKlarity report - Automobile
Klarity report - AutomobileNDN Group
 
Web and Social Media Analytics-February 2015
Web and Social Media Analytics-February 2015Web and Social Media Analytics-February 2015
Web and Social Media Analytics-February 2015Collin Condray
 
Managing a Growing Social Media Strategy
Managing a Growing Social Media StrategyManaging a Growing Social Media Strategy
Managing a Growing Social Media StrategySysomos
 
Innotech future-search-ethology-mike-rosenberg
Innotech future-search-ethology-mike-rosenbergInnotech future-search-ethology-mike-rosenberg
Innotech future-search-ethology-mike-rosenbergMike Rosenberg
 
Text analytics on social media
Text analytics on social mediaText analytics on social media
Text analytics on social mediaVenkatramanan P.R.
 

Was ist angesagt? (18)

Logic Magic Attribution Modelling with Chuck Sharp November 2010 (iCrossing US)
Logic Magic Attribution Modelling with Chuck Sharp November 2010 (iCrossing US)Logic Magic Attribution Modelling with Chuck Sharp November 2010 (iCrossing US)
Logic Magic Attribution Modelling with Chuck Sharp November 2010 (iCrossing US)
 
The Future of Search
The Future of SearchThe Future of Search
The Future of Search
 
Facebook Topic Data Meets the Power of Insightpool
Facebook Topic Data Meets the Power of InsightpoolFacebook Topic Data Meets the Power of Insightpool
Facebook Topic Data Meets the Power of Insightpool
 
The Ultimate Guide to using Social Media Media Analytics
The Ultimate Guide to using Social Media Media AnalyticsThe Ultimate Guide to using Social Media Media Analytics
The Ultimate Guide to using Social Media Media Analytics
 
Unlocking Insights With Facebook Topic Data
Unlocking Insights With Facebook Topic DataUnlocking Insights With Facebook Topic Data
Unlocking Insights With Facebook Topic Data
 
Introduction into Social Media and Social Media Analytics
Introduction into Social Media and Social Media AnalyticsIntroduction into Social Media and Social Media Analytics
Introduction into Social Media and Social Media Analytics
 
Microsoft xbox one pr
Microsoft xbox one prMicrosoft xbox one pr
Microsoft xbox one pr
 
How the Big Brands do Facebook Marketing
How the Big Brands do Facebook MarketingHow the Big Brands do Facebook Marketing
How the Big Brands do Facebook Marketing
 
Brief intro Facebook Marketing
Brief intro Facebook MarketingBrief intro Facebook Marketing
Brief intro Facebook Marketing
 
Why Search + Social = Success for Brands
Why Search + Social = Success for BrandsWhy Search + Social = Success for Brands
Why Search + Social = Success for Brands
 
Social Media Strategy Talk For University Relations
Social Media Strategy Talk For University RelationsSocial Media Strategy Talk For University Relations
Social Media Strategy Talk For University Relations
 
FIM seminar - Social Media and Big Data
FIM seminar - Social Media and Big DataFIM seminar - Social Media and Big Data
FIM seminar - Social Media and Big Data
 
Blue Zoo Creative Web and Social Analytics Seminar, February 2014
Blue Zoo Creative Web and Social Analytics Seminar, February 2014Blue Zoo Creative Web and Social Analytics Seminar, February 2014
Blue Zoo Creative Web and Social Analytics Seminar, February 2014
 
Klarity report - Automobile
Klarity report - AutomobileKlarity report - Automobile
Klarity report - Automobile
 
Web and Social Media Analytics-February 2015
Web and Social Media Analytics-February 2015Web and Social Media Analytics-February 2015
Web and Social Media Analytics-February 2015
 
Managing a Growing Social Media Strategy
Managing a Growing Social Media StrategyManaging a Growing Social Media Strategy
Managing a Growing Social Media Strategy
 
Innotech future-search-ethology-mike-rosenberg
Innotech future-search-ethology-mike-rosenbergInnotech future-search-ethology-mike-rosenberg
Innotech future-search-ethology-mike-rosenberg
 
Text analytics on social media
Text analytics on social mediaText analytics on social media
Text analytics on social media
 

Andere mochten auch

Blueprint for Startup Success
Blueprint for Startup SuccessBlueprint for Startup Success
Blueprint for Startup SuccessMarc Nathan
 
Small Business Start Up Success Kit Preview
Small Business Start Up Success Kit PreviewSmall Business Start Up Success Kit Preview
Small Business Start Up Success Kit PreviewDon Osborne
 
Blogging for Accountants & Advisors
Blogging for Accountants & AdvisorsBlogging for Accountants & Advisors
Blogging for Accountants & AdvisorsPractice Paradox
 
Starting your Startup
Starting your StartupStarting your Startup
Starting your StartupJoe Stump
 
Softlanding for global startups nsob taiwan 19 juni 2014
Softlanding for global startups   nsob taiwan 19 juni 2014Softlanding for global startups   nsob taiwan 19 juni 2014
Softlanding for global startups nsob taiwan 19 juni 2014Pim de Bokx
 
Day in-the-life-for-bob-the-baby-boomer
Day in-the-life-for-bob-the-baby-boomerDay in-the-life-for-bob-the-baby-boomer
Day in-the-life-for-bob-the-baby-boomerAlex Cowan
 
Facebook Topic Data in 2016: The Update
Facebook Topic Data in 2016: The UpdateFacebook Topic Data in 2016: The Update
Facebook Topic Data in 2016: The UpdateDataSift
 
Practice Paradox Clientshare Academy Launch - Including Foundation Member O...
Practice Paradox   Clientshare Academy Launch - Including Foundation Member O...Practice Paradox   Clientshare Academy Launch - Including Foundation Member O...
Practice Paradox Clientshare Academy Launch - Including Foundation Member O...Practice Paradox
 
Silicon Valley: VCs, startups and venture spirit
Silicon Valley: VCs, startups and venture spiritSilicon Valley: VCs, startups and venture spirit
Silicon Valley: VCs, startups and venture spiritAllan Martinson
 
Business Model Innovation Book (prototype book structure)
Business Model Innovation Book (prototype book structure)Business Model Innovation Book (prototype book structure)
Business Model Innovation Book (prototype book structure)Alexander Osterwalder
 
SCRUM & Lean Startup in Enterprises
SCRUM & Lean Startup in EnterprisesSCRUM & Lean Startup in Enterprises
SCRUM & Lean Startup in EnterprisesNicola Junior Vitto
 
Innovative Talks: Life Connected
Innovative Talks: Life ConnectedInnovative Talks: Life Connected
Innovative Talks: Life Connectedanahitinitiative
 
6 startup lessons learned
6 startup lessons learned 6 startup lessons learned
6 startup lessons learned Allan Martinson
 
Targast töövõtjast targaks tööandjaks - teadmispõhisest kapitalismist Eestis
Targast töövõtjast targaks tööandjaks - teadmispõhisest kapitalismist EestisTargast töövõtjast targaks tööandjaks - teadmispõhisest kapitalismist Eestis
Targast töövõtjast targaks tööandjaks - teadmispõhisest kapitalismist EestisAllan Martinson
 
Business Model Knowledge Fair, Amsterdam
Business Model Knowledge Fair, AmsterdamBusiness Model Knowledge Fair, Amsterdam
Business Model Knowledge Fair, AmsterdamAlexander Osterwalder
 
How to Build Innovative Products with Facebook Topic Data
How to Build Innovative Products with Facebook Topic DataHow to Build Innovative Products with Facebook Topic Data
How to Build Innovative Products with Facebook Topic DataDataSift
 
Using Agile IRL with Big Customers
Using Agile IRL with Big CustomersUsing Agile IRL with Big Customers
Using Agile IRL with Big CustomersAlex Cowan
 
The new era of bots, multi-channel messaging solutions, dynamic routing and a...
The new era of bots, multi-channel messaging solutions, dynamic routing and a...The new era of bots, multi-channel messaging solutions, dynamic routing and a...
The new era of bots, multi-channel messaging solutions, dynamic routing and a...Nicola Junior Vitto
 
Business development for startups 2013
Business development for startups 2013Business development for startups 2013
Business development for startups 2013Matteo Fabiano
 

Andere mochten auch (20)

Blueprint for Startup Success
Blueprint for Startup SuccessBlueprint for Startup Success
Blueprint for Startup Success
 
Small Business Start Up Success Kit Preview
Small Business Start Up Success Kit PreviewSmall Business Start Up Success Kit Preview
Small Business Start Up Success Kit Preview
 
Blogging for Accountants & Advisors
Blogging for Accountants & AdvisorsBlogging for Accountants & Advisors
Blogging for Accountants & Advisors
 
Starting your Startup
Starting your StartupStarting your Startup
Starting your Startup
 
Softlanding for global startups nsob taiwan 19 juni 2014
Softlanding for global startups   nsob taiwan 19 juni 2014Softlanding for global startups   nsob taiwan 19 juni 2014
Softlanding for global startups nsob taiwan 19 juni 2014
 
Day in-the-life-for-bob-the-baby-boomer
Day in-the-life-for-bob-the-baby-boomerDay in-the-life-for-bob-the-baby-boomer
Day in-the-life-for-bob-the-baby-boomer
 
Facebook Topic Data in 2016: The Update
Facebook Topic Data in 2016: The UpdateFacebook Topic Data in 2016: The Update
Facebook Topic Data in 2016: The Update
 
Practice Paradox Clientshare Academy Launch - Including Foundation Member O...
Practice Paradox   Clientshare Academy Launch - Including Foundation Member O...Practice Paradox   Clientshare Academy Launch - Including Foundation Member O...
Practice Paradox Clientshare Academy Launch - Including Foundation Member O...
 
Silicon Valley: VCs, startups and venture spirit
Silicon Valley: VCs, startups and venture spiritSilicon Valley: VCs, startups and venture spirit
Silicon Valley: VCs, startups and venture spirit
 
Business Model Innovation Book (prototype book structure)
Business Model Innovation Book (prototype book structure)Business Model Innovation Book (prototype book structure)
Business Model Innovation Book (prototype book structure)
 
SCRUM & Lean Startup in Enterprises
SCRUM & Lean Startup in EnterprisesSCRUM & Lean Startup in Enterprises
SCRUM & Lean Startup in Enterprises
 
Innovative Talks: Life Connected
Innovative Talks: Life ConnectedInnovative Talks: Life Connected
Innovative Talks: Life Connected
 
6 startup lessons learned
6 startup lessons learned 6 startup lessons learned
6 startup lessons learned
 
Targast töövõtjast targaks tööandjaks - teadmispõhisest kapitalismist Eestis
Targast töövõtjast targaks tööandjaks - teadmispõhisest kapitalismist EestisTargast töövõtjast targaks tööandjaks - teadmispõhisest kapitalismist Eestis
Targast töövõtjast targaks tööandjaks - teadmispõhisest kapitalismist Eestis
 
Lean101
Lean101Lean101
Lean101
 
Business Model Knowledge Fair, Amsterdam
Business Model Knowledge Fair, AmsterdamBusiness Model Knowledge Fair, Amsterdam
Business Model Knowledge Fair, Amsterdam
 
How to Build Innovative Products with Facebook Topic Data
How to Build Innovative Products with Facebook Topic DataHow to Build Innovative Products with Facebook Topic Data
How to Build Innovative Products with Facebook Topic Data
 
Using Agile IRL with Big Customers
Using Agile IRL with Big CustomersUsing Agile IRL with Big Customers
Using Agile IRL with Big Customers
 
The new era of bots, multi-channel messaging solutions, dynamic routing and a...
The new era of bots, multi-channel messaging solutions, dynamic routing and a...The new era of bots, multi-channel messaging solutions, dynamic routing and a...
The new era of bots, multi-channel messaging solutions, dynamic routing and a...
 
Business development for startups 2013
Business development for startups 2013Business development for startups 2013
Business development for startups 2013
 

Ähnlich wie Staying on the Right Side of the Fence when Analyzing Human Data

Trust & Predictive Technologies 2016
Trust & Predictive Technologies 2016Trust & Predictive Technologies 2016
Trust & Predictive Technologies 2016Edelman
 
Big Data, Transparency & Social Media Networks
Big Data, Transparency & Social Media NetworksBig Data, Transparency & Social Media Networks
Big Data, Transparency & Social Media NetworksSylvia Ogweng
 
What exactly is big data? What exactly is big data? .pptx
What exactly is big data? What exactly is big data? .pptxWhat exactly is big data? What exactly is big data? .pptx
What exactly is big data? What exactly is big data? .pptxTusharSengar6
 
What Big Data Means for PR and Why It Matters to Us
What Big Data Means for PR and Why It Matters to UsWhat Big Data Means for PR and Why It Matters to Us
What Big Data Means for PR and Why It Matters to UsMSL
 
The Future of Data and Events
The Future of Data and EventsThe Future of Data and Events
The Future of Data and EventsBear Analytics
 
Social Media for Retail: Translating “Posts” into Profits
Social Media for Retail: Translating “Posts” into ProfitsSocial Media for Retail: Translating “Posts” into Profits
Social Media for Retail: Translating “Posts” into ProfitsG3 Communications
 
The Marketer’s Guide to Social Customer Data
The Marketer’s Guide to Social Customer DataThe Marketer’s Guide to Social Customer Data
The Marketer’s Guide to Social Customer DataEvgeny Tsarkov
 
Marketers: the future is ready for you now
Marketers: the future is ready for you nowMarketers: the future is ready for you now
Marketers: the future is ready for you nowTNS
 
Notes from the Observation Deck // A Data Revolution
Notes from the Observation Deck // A Data Revolution Notes from the Observation Deck // A Data Revolution
Notes from the Observation Deck // A Data Revolution gngeorge
 
Our Changing Relationship with Brands - The Inversion of Influence
Our Changing Relationship with Brands - The Inversion of InfluenceOur Changing Relationship with Brands - The Inversion of Influence
Our Changing Relationship with Brands - The Inversion of InfluenceEdelman
 
Guarding and Growing Personal Data Value
Guarding and Growing Personal Data ValueGuarding and Growing Personal Data Value
Guarding and Growing Personal Data Valueaccenture
 
Noggin - World's first marketplace for Personal Data
Noggin - World's first marketplace for Personal DataNoggin - World's first marketplace for Personal Data
Noggin - World's first marketplace for Personal DataNoggin Asia
 
Presentation big data and social media final_video
Presentation big data and social media final_videoPresentation big data and social media final_video
Presentation big data and social media final_videoramikaurraminder
 
Catalist 2017 - Corporate Partnership Trends
Catalist  2017 - Corporate Partnership TrendsCatalist  2017 - Corporate Partnership Trends
Catalist 2017 - Corporate Partnership TrendsSelfish Giving
 
Consumer engagement principles
Consumer engagement principlesConsumer engagement principles
Consumer engagement principlesdefault default
 
Big Data, Analytics and Data Science
Big Data, Analytics and Data ScienceBig Data, Analytics and Data Science
Big Data, Analytics and Data Sciencedlamb3244
 
Big Data - Analytics iC-360
Big Data - Analytics iC-360Big Data - Analytics iC-360
Big Data - Analytics iC-360davemishra
 

Ähnlich wie Staying on the Right Side of the Fence when Analyzing Human Data (20)

Social Technology Quarterly 08
Social Technology Quarterly 08Social Technology Quarterly 08
Social Technology Quarterly 08
 
Trust & Predictive Technologies 2016
Trust & Predictive Technologies 2016Trust & Predictive Technologies 2016
Trust & Predictive Technologies 2016
 
Big Data, Transparency & Social Media Networks
Big Data, Transparency & Social Media NetworksBig Data, Transparency & Social Media Networks
Big Data, Transparency & Social Media Networks
 
What exactly is big data? What exactly is big data? .pptx
What exactly is big data? What exactly is big data? .pptxWhat exactly is big data? What exactly is big data? .pptx
What exactly is big data? What exactly is big data? .pptx
 
What Big Data Means for PR and Why It Matters to Us
What Big Data Means for PR and Why It Matters to UsWhat Big Data Means for PR and Why It Matters to Us
What Big Data Means for PR and Why It Matters to Us
 
The Future of Data and Events
The Future of Data and EventsThe Future of Data and Events
The Future of Data and Events
 
July Update Breakfast
July Update BreakfastJuly Update Breakfast
July Update Breakfast
 
Social Media for Retail: Translating “Posts” into Profits
Social Media for Retail: Translating “Posts” into ProfitsSocial Media for Retail: Translating “Posts” into Profits
Social Media for Retail: Translating “Posts” into Profits
 
The Marketer’s Guide to Social Customer Data
The Marketer’s Guide to Social Customer DataThe Marketer’s Guide to Social Customer Data
The Marketer’s Guide to Social Customer Data
 
Making sense of consumer data
Making sense of consumer dataMaking sense of consumer data
Making sense of consumer data
 
Marketers: the future is ready for you now
Marketers: the future is ready for you nowMarketers: the future is ready for you now
Marketers: the future is ready for you now
 
Notes from the Observation Deck // A Data Revolution
Notes from the Observation Deck // A Data Revolution Notes from the Observation Deck // A Data Revolution
Notes from the Observation Deck // A Data Revolution
 
Our Changing Relationship with Brands - The Inversion of Influence
Our Changing Relationship with Brands - The Inversion of InfluenceOur Changing Relationship with Brands - The Inversion of Influence
Our Changing Relationship with Brands - The Inversion of Influence
 
Guarding and Growing Personal Data Value
Guarding and Growing Personal Data ValueGuarding and Growing Personal Data Value
Guarding and Growing Personal Data Value
 
Noggin - World's first marketplace for Personal Data
Noggin - World's first marketplace for Personal DataNoggin - World's first marketplace for Personal Data
Noggin - World's first marketplace for Personal Data
 
Presentation big data and social media final_video
Presentation big data and social media final_videoPresentation big data and social media final_video
Presentation big data and social media final_video
 
Catalist 2017 - Corporate Partnership Trends
Catalist  2017 - Corporate Partnership TrendsCatalist  2017 - Corporate Partnership Trends
Catalist 2017 - Corporate Partnership Trends
 
Consumer engagement principles
Consumer engagement principlesConsumer engagement principles
Consumer engagement principles
 
Big Data, Analytics and Data Science
Big Data, Analytics and Data ScienceBig Data, Analytics and Data Science
Big Data, Analytics and Data Science
 
Big Data - Analytics iC-360
Big Data - Analytics iC-360Big Data - Analytics iC-360
Big Data - Analytics iC-360
 

Mehr von DataSift

Applying Data Science to Move Beyond Keywords for Social Analysis
Applying Data Science to Move Beyond Keywords for Social Analysis Applying Data Science to Move Beyond Keywords for Social Analysis
Applying Data Science to Move Beyond Keywords for Social Analysis DataSift
 
Five Things You Didn't Know DataSift Can Do
Five Things You Didn't Know DataSift Can DoFive Things You Didn't Know DataSift Can Do
Five Things You Didn't Know DataSift Can DoDataSift
 
DataSift VEDO FOCUS introduction
DataSift VEDO FOCUS introductionDataSift VEDO FOCUS introduction
DataSift VEDO FOCUS introductionDataSift
 
Improved Speed + Accuracy for Research with Datasift Demographics
Improved Speed + Accuracy for Research with Datasift DemographicsImproved Speed + Accuracy for Research with Datasift Demographics
Improved Speed + Accuracy for Research with Datasift DemographicsDataSift
 
Taming Social Data: How Social Data Framing liberates analysis and accelerate...
Taming Social Data: How Social Data Framing liberates analysis and accelerate...Taming Social Data: How Social Data Framing liberates analysis and accelerate...
Taming Social Data: How Social Data Framing liberates analysis and accelerate...DataSift
 
Building the Social Powered Brand: Turning Social Data Into Competitive Advan...
Building the Social Powered Brand: Turning Social Data Into Competitive Advan...Building the Social Powered Brand: Turning Social Data Into Competitive Advan...
Building the Social Powered Brand: Turning Social Data Into Competitive Advan...DataSift
 
Turning Social Data Into Strategic Advantage: What Marketers Need to Know
Turning Social Data Into Strategic Advantage: What Marketers Need to KnowTurning Social Data Into Strategic Advantage: What Marketers Need to Know
Turning Social Data Into Strategic Advantage: What Marketers Need to KnowDataSift
 
DataSift's Rob Bailey at The Social Media Strategies Summit
DataSift's Rob Bailey at The Social Media Strategies Summit DataSift's Rob Bailey at The Social Media Strategies Summit
DataSift's Rob Bailey at The Social Media Strategies Summit DataSift
 
DataSift September '12 Release Overview
DataSift September '12 Release OverviewDataSift September '12 Release Overview
DataSift September '12 Release OverviewDataSift
 
Follow the content
Follow the contentFollow the content
Follow the contentDataSift
 
Twitter, Social Sentiment and Stock Markets
Twitter, Social Sentiment and Stock MarketsTwitter, Social Sentiment and Stock Markets
Twitter, Social Sentiment and Stock MarketsDataSift
 
Creating streams with DataSift
Creating streams with DataSiftCreating streams with DataSift
Creating streams with DataSiftDataSift
 

Mehr von DataSift (12)

Applying Data Science to Move Beyond Keywords for Social Analysis
Applying Data Science to Move Beyond Keywords for Social Analysis Applying Data Science to Move Beyond Keywords for Social Analysis
Applying Data Science to Move Beyond Keywords for Social Analysis
 
Five Things You Didn't Know DataSift Can Do
Five Things You Didn't Know DataSift Can DoFive Things You Didn't Know DataSift Can Do
Five Things You Didn't Know DataSift Can Do
 
DataSift VEDO FOCUS introduction
DataSift VEDO FOCUS introductionDataSift VEDO FOCUS introduction
DataSift VEDO FOCUS introduction
 
Improved Speed + Accuracy for Research with Datasift Demographics
Improved Speed + Accuracy for Research with Datasift DemographicsImproved Speed + Accuracy for Research with Datasift Demographics
Improved Speed + Accuracy for Research with Datasift Demographics
 
Taming Social Data: How Social Data Framing liberates analysis and accelerate...
Taming Social Data: How Social Data Framing liberates analysis and accelerate...Taming Social Data: How Social Data Framing liberates analysis and accelerate...
Taming Social Data: How Social Data Framing liberates analysis and accelerate...
 
Building the Social Powered Brand: Turning Social Data Into Competitive Advan...
Building the Social Powered Brand: Turning Social Data Into Competitive Advan...Building the Social Powered Brand: Turning Social Data Into Competitive Advan...
Building the Social Powered Brand: Turning Social Data Into Competitive Advan...
 
Turning Social Data Into Strategic Advantage: What Marketers Need to Know
Turning Social Data Into Strategic Advantage: What Marketers Need to KnowTurning Social Data Into Strategic Advantage: What Marketers Need to Know
Turning Social Data Into Strategic Advantage: What Marketers Need to Know
 
DataSift's Rob Bailey at The Social Media Strategies Summit
DataSift's Rob Bailey at The Social Media Strategies Summit DataSift's Rob Bailey at The Social Media Strategies Summit
DataSift's Rob Bailey at The Social Media Strategies Summit
 
DataSift September '12 Release Overview
DataSift September '12 Release OverviewDataSift September '12 Release Overview
DataSift September '12 Release Overview
 
Follow the content
Follow the contentFollow the content
Follow the content
 
Twitter, Social Sentiment and Stock Markets
Twitter, Social Sentiment and Stock MarketsTwitter, Social Sentiment and Stock Markets
Twitter, Social Sentiment and Stock Markets
 
Creating streams with DataSift
Creating streams with DataSiftCreating streams with DataSift
Creating streams with DataSift
 

Kürzlich hochgeladen

Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6DianaGray10
 
Governance in SharePoint Premium:What's in the box?
Governance in SharePoint Premium:What's in the box?Governance in SharePoint Premium:What's in the box?
Governance in SharePoint Premium:What's in the box?Juan Carlos Gonzalez
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024SkyPlanner
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Adtran
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7DianaGray10
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-pyJamie (Taka) Wang
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1DianaGray10
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
100+ ChatGPT Prompts for SEO Optimization
100+ ChatGPT Prompts for SEO Optimization100+ ChatGPT Prompts for SEO Optimization
100+ ChatGPT Prompts for SEO Optimizationarrow10202532yuvraj
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfAijun Zhang
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdfPedro Manuel
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationIES VE
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAshyamraj55
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioChristian Posta
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 

Kürzlich hochgeladen (20)

201610817 - edge part1
201610817 - edge part1201610817 - edge part1
201610817 - edge part1
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6
 
Governance in SharePoint Premium:What's in the box?
Governance in SharePoint Premium:What's in the box?Governance in SharePoint Premium:What's in the box?
Governance in SharePoint Premium:What's in the box?
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-py
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
100+ ChatGPT Prompts for SEO Optimization
100+ ChatGPT Prompts for SEO Optimization100+ ChatGPT Prompts for SEO Optimization
100+ ChatGPT Prompts for SEO Optimization
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdf
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdf
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and Istio
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 

Staying on the Right Side of the Fence when Analyzing Human Data

  • 1. Staying on the Right Side of the Fence when Analyzing Human Data
  • 2. Susan Etlinger Industry Analyst ALTIMETER GROUP Tim Barker CEO DATASIFT
  • 3. Data Ubiquity and the Trust Imperative What we’ll cover today 1 2 3 4 5 Principles of Ethical Data Use How Social Networks are changing to privacy-first approaches Audience vs Individual Insights Discussion / Q&A
  • 4. 4 Susan Etlinger Industry Analyst, Altimeter Group, A Prophet Company @setlinger The Trust Imperative A Framework for Ethical Data Use
  • 6. 6 A Tipping Point (2013) “Paging through the catalog, we realized to our dismay that whoever had sent us this thing knew us. They’d nailed our demographic precisely. They even knew what kind of convertible car seat we’d want! Who were these people, or should I say, machines?!?” − Alexis Madrigal
  • 7. 7 “ “Legislation can’t keep up with technology, which makes it a flawed vehicle to govern what happens in this space.” − Judy Selby, Partner, Information Governance BakerHostetler
  • 8. 8 1. Data Collection Has Become More Ambient—and Intimate 2. Consumers Don’t Control Their Personal Information 3. Consumers Report Distrust of Data Use 4. Trust is a Major Concern for CEOs 5. Distrust Has Quantifiable Impact on Business Performance Trust is a brand issue
  • 9. 9 Consumers do not trust data use
  • 10. 10 They feel “resigned” “Most Americans disclose their personal data to companies for discounts because they believe that marketers will harvest the data anyway.” Joseph Turow, Ph.D., Michael Hennessy, Ph.D., Nora Draper, Ph.D., “The Tradeoff Fallacy: How Marketers are Misrepresenting American Consumers and Opening them Up to Exploitation,” University of Pennsylvania Annenberg School of Journalism, June 1, 2015.
  • 11. 11 Lack of trust has clear consequences
  • 12. 12 “ “Just complying with the law is not going to be nearly enough to make consumers comfortable.” − Jennifer Glasgow, Chief Privacy Officer, Acxiom
  • 13. 13 Principles of Ethical Data Use* * Developed by the Information Accountability Foundation (IAF) Beneficial • Does our use of data benefit consumers as much as it benefits us? Progressive • Do we have a culture of continuous improvement and data minimization? Sustainable • Are the insights we identify with data sustainable over time? Respectful • Have we been clear, transparent and inclusive? Fair • Have we thought through the potential impacts of our data use on all interested parties?
  • 14. 14 “Before conducting any type of new analysis, we ask ourselves whether it will bring benefit to customers in addition to the company. If it doesn’t, we won’t do it.” Joshua Kanter, Senior Vice President, Revenue Acceleration, Caesars Entertainment Benefit in Action
  • 15. 15 “Organizations should not create the risks associated with big data analytics if there are other processes that will accomplish the same objectives with fewer risks.” − Information Accountability Foundation Progressiveness in Action
  • 16. 16 Senate Bill 576, “GPS Data Privacy for Mobile Devices,” (California) “[R]equires that consumers get a clear notice explaining how their location information will be used and shared when they install a new app.” It also ensures that app users give express consent before their geolocation data can be collected and shared.” Legislating Progressiveness
  • 20. 20 A Framework for Ethical Data Use
  • 21. 21 The Sunshine Test What would happen if all the details of what you are doing were out in the open, in the light of day? Photo: Madalena Pestana, CC 2.0
  • 22. 22 “ “By knowing where the borders are, you can innovate more around them.” − Stefaan Verhulst Co-Founder and Chief Research and Development Officer The Governance Lab (NYU)
  • 23. How Social Networks are adopting privacy-first approaches Tim Barker CEO DATASIFT.COM #DSWebinar
  • 24. April ’15 Topic data provides anonymized and aggregate insights into content and audiences on Facebook. Nov ’15 Instagram introduces platform policy change to restrict data access to approved applications. Trust is the currency of social networks. May ’15 Linkedin limits API access to select, approved partners. API Changes in last 12 months to protect consumer data from misuse. #DSWebinar
  • 25. 25 It’s messy Separate Signal from Noise It’s text-based Unlock meaning from text Challenges in Extracting Insights It contains personal data Extracting insights while protecting consumer privacy Insights drive marketing investments in Social Networks. But it’s a Big Data challenge. Insights drive more marketing spend on social networks. Insights drive marketing spend on Networks #DSWebinar
  • 26. 26 Enables an ecosystem of product-builders. See datasift.com/partners for complete list. Application Builders Agencies We help networks build an insights-driven ecosystem Filter Signal:Noise Understand Meaning Explore Insights DataSift partners with Social Networks to help them build an insights-driven ecosystem Insights drive marketing spend on Networks Transform raw feeds of activity data into insights into content, engagement and audiences. DataSift technology builds insights, protects identity DataSift helps Social Networks build an insights-driven ecosystem Helps developers build compliant, compelling insights. #DSWebinar
  • 27. 27 DataSift platform connects to the real-time feed of Posts, Comments, Likes. Facebook Topic Data: Privacy-First Approach to Insights Surface Insights from activity across Facebook Built from posts, comments, likes Aggregate and anonymized results #DSWebinar
  • 28. 28 Anonymized and Aggregate approach.Analysis that spans all of the available data. Multi-Dimensional data analysis Net-Positive for Consumers + Businesses “Bigger Data” for Bigger Insights Why a Privacy-First Approach Wins “Better Data” for Audience Insights #DSWebinar
  • 29. “Bigger Data” for Bigger Insights Comparison of volumes of engagement relating to an automotive brand across 7-day period. FACEBOOK PAGES ~1,000 Posts and Engagement on your own Facebook Pages TOPIC DATA ~70,000 Brand-related Posts and Engagement across all of Facebook #DSWebinar
  • 30. “Better Data” for Consumer Insights Create Insights from Multi-Dimensional. 30 Gender: Male Age Range: 35-44 Region: California, USA CONTEN T Negative Positive DEMOGRAPHICS SENTIMENT Automatic classification of related topics e.g. Star Wars VII (Film) TOPIC ANALYSIS CONTEN T LINKS Analyze URLs shared across Facebook Engagement and Demographics around Likes, Comments and Shares ENGAGEMENT Can’t wait to take the kids to watch Star Wars VII CONTEN T Privacy-safe aggregate analysis of text TEXT ANALYSIS #DSWebinar
  • 31. Advertising Agency for a Drink Brand 31 Advertising Agency wanted to understand… How women engaged with their client’s beverage brand and with hot drinks. Deeper understand of the media consumption / magazine stories which most engaged their target consumers #DSWebinar
  • 32. Identify the publications, stories & celebrities which drove most engagement amongst the target audience segment Recommended Actions ๏ Look at featuring different drinks when advertising in different markets and to different demographic groups ๏ Use story insight for media placement as well as for identifying potential influencers 1st 2nd 3rd LATTE HOT CHOCOLATE ESPRESSO HOT CHOCOLATE LATTE CAPPUCINO CAPPUCINO LATTE ESPRESSO USA UK GERMANY Under 35s, as a % of brand’s total engagement 47% Client Brand Competitor A Competitor B 31% 58% Celebrity stories driving most engagement There are big variations in preferences for hot drinks across nations and demographic groups The brand found that they suffered with the lowest relative engagement amongst millennials Insights into Content and Audiences JENNIFER LAWRENCE SHARON STONE TAYLOR SWIFT KYLIE JENNER JUSTIN TIMBERLAKE #DSWebinar
  • 33. 33 + WinLose Zero-Sum Game Positive-Sum Game WinWin + - Data is anonymized to protect identity. - Deeper audience-level insights possible by using demographics / interest-graph data added by social networks. - Insights built on a foundation of data privacy and trust. - To evolve from audience-level analysis to individuals, use a social- network opt-in to allow customers to control data they want to share. Privacy does not have to be a zero-sum game - For business to win, consumers have to lose. #DSWebinar
  • 34. Q&A
  • 35. THANK YOU http://bit.ly/ds-reasons Resources BALANCING INSIGHT AND TRUST Altimeter White Paper http://bit.ly/insightvstrust 10 REASONS FACEBOOK TOPIC DATA WILL CHANGE YOUR WORLD DataSift eBook

Hinweis der Redaktion

  1. Media, legal and privacy