The term, Big Data, sounds overwhelming. By breaking down Big Data into four different quadrants [Booz & company model], Pam Didner shares a simple process for marketers to tackle big data. It's very vital to clearly identify what you want to solve and select the right tools to conduct your analysis. Separating signal from the noise is an essential skill that marketers will need to develop. Insight from big data, like fashion, is constantly changing. Searching insight from big data is like crafting the art which is never finished. It's an on-going effort.

1. Create Values from
Big Data
& Social Media Mash-up
Pam Didner
(@pamdidner)
Global Integrated Marketing Manager
#omsummit, @omsummit
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2. Big Data
Insight

3. Big Data comes in different forms...
Google+ Facebook
Mobile Phone / GPS
Credit History Twitter Instagram
Travel History
Blogs
Pinterest
Real Estate Records
Census Data External Sensor Data External Sensor Data
CRM Web Profiles Online Forums Web Feeds
Sales Records SharePoint
HR Records Sensor Data
Financials Inventory Text Documents
Source: “Benefitting from Big Data” from Ramesh Nair and Andy Narayanan, Booz & Co.
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4. The Realities...
Reality 1: No one tool is able to pull data from four quadrants.
Reality 2: Big Data requires testing assumptions and optimization.
Reality 3: Insight from Big Data is assumptive.
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5. Create Value from Big Data and Social Media
Define the
problem to
be solved
Draw Define your
assumptive knowns and
insights unknowns
Test Find the
hypotheses appropriate
& optimize tools
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6. Case Study Leverages Structured and
Unstructured Data
Mobile Phone / GPS Google+ Facebook
Credit History Twitter Instagram
Quant. Sysomos/Radiant 6
Travel History
Research Listening
Blogs
Pinterest
Real Estate Records
Census Data External Sensor Data
CRM Web Profiles Online Forums
Web Feeds
Sales Records SharePoint
HR Records Sensor Data
Financials Inventory Text Documents
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7. Case Study: Aid Strategy Setting
Process
1. Define what you Is Intel perceived as a thought leader in cloud
want to solve. computing?
How does Intel compare among industry leaders?
Should Intel launch a cloud campaign?
2. Know your knowns Known: Major Leaders in Cloud Computing
and unknowns. Known: Key Words for search
Partly Unknown: What is the current Cloud Computing
landscape?
Unknown: Where does Intel stand? Intel’s share of
voice?
3. Select appropriate Sysomos (Listening and Monitoring Tool)
tools. On-line Survey in three countries
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8. Social Listening: Share of Voice
2%
Share of Voice
0% 0%
10000 3% 0%
3%
8000
5% 21%
6000 7%
4000 8%
17%
2000
10%
0
12% 12%
3-15
3-19
3-23
3-27
3-31
4-12
4-16
4-20
4-24
4-28
5-10
5-14
5-18
5-22
5-26
5-30
6-11
6-15
6-19
6-23
6-27
7-13
7-17
7-21
7-25
7-29
8-10
8-14
8-18
8-22
8-26
8-30
9-11
9-15
4-4
4-8
5-2
5-6
6-3
6-7
7-1
7-5
7-9
8-2
8-6
9-3
9-7
#7
A B C D E F Intel G H I J K L M
193,871 157,269 113,702 112,861 93,608 77,101 64,455 46,791 31,197 24,384 19,098 4,516 3,344 2,895
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9. Social Listening: Share of Voice
#7
A B C D E F Intel G H I J K L M
193,871 157,269 113,702 112,861 93,608 77,101 64,455 46,791 31,197 24,384 19,098 4,516 3,344 2,895
Intel experienced heightened activity between September 10th and 14th 2012. Discussions around the
IDF2012 drove Buzz.
A spike on April 24, 2012 for A company is seen due to the major product launch.
Significant increase in activity for B company is observed between the 21st and 31st of August 2012
due to the launch of its Software Suite.
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10. Case Study: Aid Strategy Setting
Process
4. Test hypotheses Sysomos: Filter un-relevant data and adjust key words.
and optimize. On-line survey: Determine aided and unaided results.
5. Draw assumptive Sysomos data doesn’t fully align with on-line survey
insights. results.
Intel is in the middle of the pack.
The targeted audience is open to hear Intel’s cloud
vision.
Action: Introduce Intel’s cloud vision as a key strategic initiative.
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11. Future Case Study: Break down data silos
On-Domain: Off-Domain Owned: Off-Domain Non-Owned:
Omniture Sprinklr Sysomos
Top IP Countries Click through rate Share of Voice
Top Referral Source Top Content Mentions per Network
Top Languages Top Content by Category Top Influencers
Shares Per Visit Channel Playlist Views Top Used Keywords
Top Shares Top Video Views Sentiment Analysis
Top Downloads Total Impressions Gender Profile
Top Blog Posts (Combined)
Demographic Changes
Top 3 Actionable Top Interactions (Combined)
Top Geographic Regions
Insights Top Time of Interactions
Top Trending Subjects
Top Time for Impressions
Competitive Analysis
Weekly Actionable Insights
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12. Three Key Takeaways
1: Clearly define what you want to solve.
2: Separate signal from the noise.
3: Constantly test your insights.
There Is No Short Cut!
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