What data don't tell - Federico Capeci

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We live in a connected world: every single action we take, every single move we have, every single chat we make, we deliver information and data to a server. People, companies, institutions are so full of data that they don’t even know where to start from. Moreover, analyzing all this mass of information is not that easy and the so called Big Data are changing the perimeters and the approach we need to have while analyzing data: we were used to analyze a small set of data, with a specific error prediction, with a standardized process… now everything has changed. We need to change too. But the spontaneous digital data don’t tell us everything: they don’t tell the why, they don’t tell how to surprise our consumers, they don’t tell how to engage with silent information, they don’t tell about the potential unexpressed by behaviors. This is why we need to integrate, mix, mash data coming from different perspectives, different sources, different collection methods. With this potpourri of data and methods on hands, we can approach all the areas in which data may support. We will see some cases in the areas of innovation, brand building and reputation, where integration of social data and surveys offers new strategic perspectives and insights, without stereotypes.

Business

What data don’t tell
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What went wrong?
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A personal story now…
44

What data don’t tell
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I have a dream
5

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http://static.googleusercontent.com/external_content/untrusted_dlcp/research.google.com/en/us/archive/papers/detecting-influenza-epidemics.pdf
Google Flu Trend

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Apophenia

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What vs Why

What data don’t tell
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N = all

What data don’t tell
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Admit (consider) chaos and errors.
10

What data don’t tell
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From measure to probabilities
1111111111© TNS

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What is the answer, then?
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What’s
for?
13
Sentiment Analysis is dead

What data don’t tell
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The Sentiment Analysis Formula
Who
HowWhere
When
WhatSentiment

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The Business Impact Formula of an insight
Insight business relevance=
F (incidence, impact, instant)
Huge or
Increasing
Current or
Potential
On time and
Actionable

What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
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Sources integration driven by frames

What data don’t tell
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Survey & social bring out the best in each other
Social media enhance surveys
Surveys enhance social media
Reliable link
to demographics
Evaluate impact
of topics
Provide structure Fill data holes
in social media
Authentic voice
of the customer
Unsolicited
observations
Rich in detail Reveal what is
behind survey
information
17

What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
Example – Social Media Presence Analysis
Automotive case: would you say you’ve more detractors than
ambassadors on your page?
20
Negative Comments Positive Comments Likes Incidence of segments declared by survey
10K
500
50
TNS Social TRI*M Rep model

What data don’t tell
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Smart analysis don’t answer, they open big questions…
In an increasing
complex world, often
Qualitative Research
(psychology, semiotics,
ethnography, etc) can
help more than
millions of interviews
and smart analytics ….

What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
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Closing with a metaphor…
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«Managing data is like eating food.
You can eat as much as you like, but:
ask yourself why you’re eating
and - more important - eat
according with your own best diet.»
Source: me, last night in front of the fridge

What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
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Surprising reality
23

What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
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Federico Capeci
CEO Italy & CDO TNS
@FedericoCapeci
federico.capeci@kantar.com
Thank you
TNS Italia srl | Viale Milanofiori, Strada 3, Palazzo B1 20090 Assago (MI) | tel.+39.02.27.07.21 | www.tns-global.it

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6. What data don’t tell © TNS 6 Luglio 2016 Federico Capeci Social Business Forum 6 http://static.googleusercontent.com/external_content/untrusted_dlcp/research.google.com/en/us/archive/papers/detecting-influenza-epidemics.pdf Google Flu Trend

11. What data don’t tell © TNS 6 Luglio 2016 Federico Capeci Social Business Forum From measure to probabilities 1111111111© TNS

13. What data don’t tell © TNS 6 Luglio 2016 Federico Capeci Social Business Forum What’s for? 13 Sentiment Analysis is dead

14. What data don’t tell © TNS 6 Luglio 2016 Federico Capeci Social Business Forum 14 The Sentiment Analysis Formula Who HowWhere When WhatSentiment

15. What data don’t tell © TNS 6 Luglio 2016 Federico Capeci Social Business Forum 15 The Business Impact Formula of an insight Insight business relevance= F (incidence, impact, instant) Huge or Increasing Current or Potential On time and Actionable

16. What data don’t tell © TNS 6 Luglio 2016 Federico Capeci Social Business Forum 16 Sources integration driven by frames

17. What data don’t tell © TNS 6 Luglio 2016 Federico Capeci Social Business Forum Survey & social bring out the best in each other Social media enhance surveys Surveys enhance social media Reliable link to demographics Evaluate impact of topics Provide structure Fill data holes in social media Authentic voice of the customer Unsolicited observations Rich in detail Reveal what is behind survey information 17

18. What data don’t tell © TNS 6 Luglio 2016 Federico Capeci Social Business Forum Example – Customer Experience Analysis Banking Case: where would you put an eye on? 18 Customer Experience related topicsTotal Buzz on brand Impact on Relationship Negative ImpactPositive Impact SocialBuzz MonitorLess relevant InvestGiven App Interest rateClear comm. Responsiveness Branch Staff CSR Website Testimonial Spot/adv Branch Events Mangement TNS Social TRI*M model BuzzVolume

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20. What data don’t tell © TNS 6 Luglio 2016 Federico Capeci Social Business Forum Example – Social Media Presence Analysis Automotive case: would you say you’ve more detractors than ambassadors on your page? 20 Negative Comments Positive Comments Likes Incidence of segments declared by survey 10K 500 50 TNS Social TRI*M Rep model

21. What data don’t tell © TNS 6 Luglio 2016 Federico Capeci Social Business Forum 21 Smart analysis don’t answer, they open big questions… In an increasing complex world, often Qualitative Research (psychology, semiotics, ethnography, etc) can help more than millions of interviews and smart analytics ….

22. What data don’t tell © TNS 6 Luglio 2016 Federico Capeci Social Business Forum Closing with a metaphor… 22 «Managing data is like eating food. You can eat as much as you like, but: ask yourself why you’re eating and - more important - eat according with your own best diet.» Source: me, last night in front of the fridge

24. What data don’t tell © TNS 6 Luglio 2016 Federico Capeci Social Business Forum Federico Capeci CEO Italy & CDO TNS @FedericoCapeci federico.capeci@kantar.com Thank you TNS Italia srl | Viale Milanofiori, Strada 3, Palazzo B1 20090 Assago (MI) | tel.+39.02.27.07.21 | www.tns-global.it

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