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Ask Measure Learn

Ask Measure Learn. by Lutz Finger. Last update: March, 2014. The philosophy of the day is . data- ism. —DAVID BROOKS (@NYTDAVIDBROOKS). We focus too much on technology. Google Search on the term “Big Data”. ASK the right Questions.

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Ask Measure Learn

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  1. Ask Measure Learn by Lutz Finger Last update: March, 2014

  2. The philosophy of the day is . data-ism —DAVID BROOKS (@NYTDAVIDBROOKS)

  3. We focus too much on technology Google Search on the term “Big Data”

  4. ASKthe right Questions. MEASUREthe right data – even if it is not Big data. Take Actions and LEARNfrom them.

  5. ASK Ask the right Question

  6. ASK THE HARDESTPART

  7. ASK Let’s do “Social Media”

  8. ASK Source: IBM Institute for Business Value.

  9. ASK Please find an “INFLUENCER” • Opinion leaders (Katz 1955) • Influentials (Merton 1968) • Law of the Few (Gladwell 2000) Source: ‘Ask Measure Learn’ by O’Reilly Media

  10. ASK A few person decide what we do… Source: ‘Ask Measure Learn’ by O’Reilly Media

  11. ASK REALLY? Source: ‘Ask Measure Learn’ by O’Reilly Media

  12. ASK Dear Marketers, There is noinfluencer. It’s a myth.

  13. ASK Reality 50% is Homophily Influence is often overestimated.It needs: • Reach • Readiness • Topic Dependence • 4 years • 1001 Students on Facebook • traditional Self-reported Data • How did taste Spread Source: Kevin Lewisa, Marco Gonzalezaand Jason Kaufman (2012): PNAS Vol 109, no 1

  14. ASK Aja Dior M.? AP News?

  15. ASK Aja Dior M.? AP News? Aja Dior M. omgg, my aunt tiffany who work for whitney houston just found whitney houston dead in the tub. such ashamed & sad :( 45 min

  16. ASK I want to create “REACH”… in order to “SELL”

  17. Measure the right Data

  18. What is RIGHT? MEASURE Source: WIkipedia

  19. MEASURE even if it is not Big Data

  20. More Data More Insights MEASURE does not equal

  21. We want small data…. MEASURE Data ELT and Aggregation Yes or No Bit Petabyte Terabyte Gigabyte 4 1 2 3

  22. Calculating Reach via Network Data MEASURE 1977: Linton C. Freeman, “Centrality based on Betweenness .”

  23. “REACH” creates awareness“SELL”needs purchase intend MEASURE

  24. MEASURE Correlations are important

  25. What is your behavior? MEASURE Source: ‘Ask Measure Learn’ by O’Reilly Media

  26. The issue with the Correlation / Causation MEASURE Source: ‘Ask Measure Learn’ by O’Reilly Media

  27. Sometimes data is not easy to get. MEASURE

  28. Social Behavior is ‘unstructured’ MEASURE Source: ‘Ask Measure Learn’ by O’Reilly Media

  29. It is way easier to work with ‘structured data’ MEASURE New York Weather in April 2013 Source: ‘Ask Measure Learn’ by O’Reilly Media

  30. MEASURE MEASURE Source: Jeffrey Breen

  31. What is RIGHT? MEASURE Source: ‘Ask Measure Learn’ by O’Reilly Media

  32. Actions Right and learn from them.

  33. LEARN Information vs. Action…

  34. LEARN Information vs. Action…

  35. LEARN Three Types of actionable Insights Benchmark Predictions Recommendations& Filter

  36. LEARN BENCHMARK

  37. LEARN Competitive Benchmark Source: ‘Ask Measure Learn’ by O’Reilly Media

  38. LEARN RECOMMEND & FILTER

  39. LEARN LinkedIn Recommendation Products People You May Know Groups You May Like Ads You Be Interested in Companies you May Want to Follow Similar Profiles Puls

  40. LEARN Filter Source: ‘Ask Measure Learn’ by O’Reilly Media

  41. LEARN PREDICTIONS

  42. LEARN Predicting the OSCAR 2013

  43. LEARN Predicting the OSCAR

  44. LEARN Predicting the OSCAR • Possible other Features: • CROWDSOURCED: • Box Office Results • Movie Goer Reviews • Critics • OTHER “Hard Facts” • Genre • Payment of Actors • Etc. Source: Farsite

  45. LEARN Predicting Box Office Source: ‘Ask Measure Learn’ by O’Reilly Media

  46. LEARN Predictions are not easy, especially if they are about the Future.

  47. LEARN Which Model to use Source: ‘Ask Measure Learn’ by O’Reilly Media

  48. LEARN Which Model to use Google’s Prediction API

  49. LEARN Many more examples… Benchmark Recommendation & Filter Predict

  50. LEARN Data Wrangling & Data Science is getting Easier

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