It's Not the Size of the Data, But What You Can Do with It by Zachary Nippert of MotiveQuest - Presented at Insight Innovation eXchange North America 2013

• 1. WHY?Fearlessly Seeking the ReasonsIts not the size of theDATABut what you can do with it.

2. WHY?Fearlessly Seeking the ReasonsBetween the birth of theworld and 2003, there werefive exabytes of informationcreated.Huffington Post April 2013 3. WHY?Fearlessly Seeking the ReasonsBetween the birth of theworld and 2003, there werefive exabytes of informationcreated.We [now] create fiveexabytes every two daysHuffington Post April 2013 4. 4Big Data Doesnt Mean Its Quality Data 5. 5 6. 62 Examples4 Secrets1Idea 7. 71 Idea 8. 8BIG 9. 9SmartBIG 10. 10Smart Data has five traits 11. 11Custom Data Methodology BreadthAccuracyOrganization 12. 12Multi-Media Sites Personal BlogsPhoto Sharing Sites TwitterForums &Message BoardsSocialNetworksPersonalFinanceEntertainment &Pop CultureAutomotive Health & Wellness Food & DietingTechnology Retail & Style TravelSports & Fitness Digital Water Cooler ParentingEnvironment &Philosophy 13. 13No Brand Mentions95%Brand Mentions 5% Brand Mentions 11%No Brand Mentions50%No Brand Mentions89%Brand Mentions 50%Health ConversationsFood Conversations Car ConversationsLowest share of brand mentions Highest share of brand members 14. 14AUTOMOTIVE ENTERTAINMENT ENVIRONMENT FOOD/DRINK HEALTH & WELLNESS HOMEPARENTING PERSONAL FINANCE STYLE & SHOPPING TECHNOLOGY TRAVEL WATER COOLER 15. 15The power of custom data andwhy you get what you pay for 16. 16 Curators should screen all data sourcesfor quality. Most listening tools buy the same data. Algorithms should be used to detectand track consistency, ensuring thatdata sources do not have gaps orholes, alerting us to site infrastructurechanges. Channel breadth and organization aremost important. Beyond Twitter and Facebook, customtemplates are needed to extract eachsites full text, comments, and historicalactivity. 17. 17Name count dupes spam not english validOptibay and Bootcamp/VMware Questions 13 13VMWare Fusion for MySQL - Backup strategy 7 7EBS Installation on Vmware Too Slow 6 6Brass Bottom Boys 5 5Macbook pro with retina - Dont shoot me 5 5disallow user access virtual machines without ssl certificate4 4VACL & VMware 4 4virtualising application server 4 4[D]aily [S]ingles [L]onely? [R]ant - Part 5 3 3[Resolved] VMWare Fit Guest Now not working after installing VMsvga23 3Help Choosing between 2 builds! 3 3Unable to install VMworkstation 8 3 3Virtual Learning Environment for Networking?3 3VMware VSA disk usage 3 3About VMfusion 2 2ASMdisk is not displaying 2 1 1Cooler Master RC-692-KKN2 No Power Supply ATX Mid Tower Case (Black)2 1 1DCNM 2 2Error 1606 2 2ESXi VMs so slow its almost unusable 2 2Event id:6008 unexpected shutdown analysis2 2Google Compute Engine Ignores VMware, Microsoft Users | Faheem Lab2 2hi iam not able to run the other softwares in the system after instaling the vmware7.1,the system is2 2Installing CUEAC on VMware ESXi 2 2loss of higher screen resolution capabilities with linux 62 2Official Minecraft "VWVortex Server"2 2Remove floppy by default 2 2RT @GeorgeReese: My latest blog entry: The Hole in the VMware Whole Cloud Strategy http://t.co/Fa7nxKd2 2SAP Events: Running SAP on VMware Infrastructure2 2Those leap seconds 2 2using the update tools on a virtual machine with a macbok pro2 2100 2 0 0 98MOTIVEQUEST 98% VALIDName count dupes spam not english validdebian and/or kubuntu 5 4 1Technical Marketing Update 2012 Week 25 #tmupdate5 4 1is an iMac going to be worth it? 4 4RE: Interesting Buying Experience with Dell 4 4RE: MBPr couple use questions. 4 4RE: Red Hat CEO Is Ready To Squash Microsoft, VMware, and Oracle3 3cant access all slices 3 2 1Enterprise Sales Veteran Frank Rauch Leaves HP 3 2 1ESXi and Network Computer Hardware 3 2 1HP Enterprise Sales Veteran Frank Rauch Leaves. We Got Your Memo.3 2 1RE: Mac or PC ? Laptop or Desktop? 3 1 2RE: virtualising application server 3 1 2Windows 7 Ultimate LastOS7 v2 Xtreme (x64x86) (2011) 3 2 1Xrumer 7.0.12 Elite and Hrefer 3.85(VMWare) 3 1 2Dell vStart: The Simple, Fast, Smart Path To Virtual Infrastructure2 1 1[b]NYSE[/b] Volume More Sym Name Last 2 1 1 020%LifeTime| Hostplate.com(1Gbps-NL)Unmetered:VMware Windows & OpenVZ Linux(SolusVM)2 1 1 0CBT Nuggets : MCTS 70-403 SCVMM& 70-652 Hyper-V2 1 1 0FP SoftPack 12.05.1 (MULTI32012) 2 1 1 0Mac OS X Lion 10.7 Developer Preview (VMWare Fusion Update)2 1 1 0Mac OSX 10.8 Mountain Lion DP VMware Image 2 1 1 0N36L hard drive upgrade 2 2New Webmaster/SEO Workstation Build 2 2Portable soft v.1.2.4.8 (05.2012) 2 1 1 0Re: Beginner's inquiry on How Oracle VDI product works2 1 1RE: Does anybody here use View? 2 2RE: Solved: php upload restriction 2 1 1SOFTPIR WPI Professional 02.12 x32/x64 2012 Multilanguage2 1 1 0VMware adds Mozy to its cloud and virtualization empire2 1 1 0VMware Fusion v4.1.3.730298 Mac OS X 2 2 0VMware Workstation v8.0.2 Build 591240 Final/RePack Lite/Unattended EN-RU (2012)2 1 1 0Windows 7 Ultimate LastOS7 v2 Xtreme (x64x86) 2011 2 1 1 0Windows 7 xDark Deluxe x86 3.6 RG ISOENG 2011 2 1 1 0Wolfram Mathematica v8.0.4 (Mac OSX) 2 1 1 0Xrumer 7.0.12 Elite and Hrefer 3.85 2 1 1 0EASY-UI+STRUTS2 2 093 40 14 2 37MAJOR DATA PROVIDER 40% VALID 18. 182 Examples 19. 19Example 1: The Advocacy FrameworkChange in advocates (prior month) vs. Change in Sales Measures the number ofpeople, not conversations. Developed withNorthwestern UniversitysKellogg Business School. Enforces choice. Whenindividuals mentionmultiple brands over time(even when not in thesame conversation), theAdvocacy algorithmdetermines while brandthey speak most positivelyabout and considers themadvocates of that brandonly. 20. 20Advocacy may move in the opposite direction assentiment.0000000000000000000NETFLIXADVOCATES 21. 21Advocacy provides context to other metrics.Brand advocatesUnprompted brand mentionsContent creation (YT videos)Responses to brand Facebook postsSentiment of engagement metricsFacebook likes on brand postsRe-tweets of brand mentionsComments on YT videosSentiment of participation metricsBrand Facebook page likesBrand Twitter handle followersSubscribers to brand YouTube channelLowtoHighEffortAdvocacyBrand/ Product AdvocateEngagementMore effort to interactParticipationMinimal effort to interactAwarenessPassive contact with brand mentionsor messages 22. 22Feb-06Mar-06Apr-06May-06Jun-06Jul-06Aug-06Sep-06Oct-06Nov-06Dec-06Jan-07Feb-07Mar-07Apr-07May-07Change in Sales vs. Change in AdvocatesAdvocates are often a leading (and statisticallysignificant) indicator of sales and share. 123 23. 230%1%2%3%4%5%6%7%8%9%10%The most successful brands align themselves clearlywith human needs.HEROFEEL ACCOMPLISHEDwhere theres awill, theres a wayMAGICIANFEEL MAGICALit can happen!OUTLAWFEEL SINFULrules are meant to bebrokenSAGEFEEL WISEthe truth will set you freeINNOCENTFEEL REJUVENATEDfree to be your youngeryourselfEXPLORERFEEL ADVENTUROUSlet me find my own wayCREATORFEEL CREATIVEif it can be imagined, itcan be createdCAREGIVERFEEL PROTECTIVElove your neighbor asyourselfRULERFEEL ELITEpower isnteverything, its the onlythingREGULAR GUY/GALFEEL CONNECTEDall men and womenare created equalJESTERFEEL FRIVOLOUSif I cant dance, I dontwant to be part of yourrevolutionLOVERFEEL SENSUALI only have eyes for you 24. 240%2%4%6%8%10%12%14%16%18%I feel acceptedI feel amusedI feel competitiveI feel creativeI feel rebelliousI feel happyI feel lovedI feel smartI feel prestigiousI feel adventurousI feel responsibleI feel productiveCategories are often tribal.0%2%4%6%8%10%12%14%16%18%I feel acceptedI feel amusedI feel competitiveI feel creativeI feel rebelliousI feel happyI feel lovedI feel smartI feel importantI feel adventurousI feel responsibleI feel productive0%2%4%6%8%10%12%14%16%18%I feel acceptedI feel amusedI feel competitiveI feel creativesnsibleI feel productiveF-150 ForumsTundra ForumsSilverado ForumsRam ForumsTundra GeneralSilverado GeneralitiveativeusF-150 ForumsTundra ForumsSilverado ForumsRam ForumsTundra GeneralSilverado GeneralF-150 GeneralRam General 25. 254 Secrets 26. 261. Start with business challenge and the right dataNo Brand Mentions95%Brand Mentions 5%Food Conversations 27. 272. Sweat the Coding 28. 283. Create Frameworks 29. 294. Tell a data driven story with specific implications 30. 30