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Measurement - Data
- 1. Measurement and Digital Toolbox @danielsiders
- 4. Reported
- 6. Understanding Questions Finishing Forms Self Consciousness Don’t Know Asking the wrong questions Questions that shape possible answers Setting expectations
- 7. Have you stopped beating your wife? Would you vote for a woman for president if she were qualified in every other way? Does it seem possible or does it seem impossible to you that the Nazi extermination of the Jews never happened? (34% negative) Are you certain the Holocaust happened? (1% negative)
- 8. Observed/Behavioral Digital is data Just pay attention Everything is recorded
- 9. Data never tells the whole truth But most of the time it’s people who screw up
- 11. 100 80 60 Sales 40 20 0 1 2 3 4 5 6 Month
- 12. Potential customers cost $2.68 What is a viewer worth?
- 13. Qualitative vs Quantitative Descriptive Numerical Observed Measured Disagreement Units possible Requires Speaks for itself interpretation Counting is not measurement
- 14. Tell me about your day? Great! I awoke at 0600. A I got up early, the passenger held a train weather was great, door for me. The people on the subway median temperature were nice, lunch was was 72ºF, and I great and I felt good! consumed 1700
- 15. Data from Another Source What is the source? Who collected it? Who analyzed it? Why was it commissioned? What is the perspective/agenda?
- 16. Binaries don’t exist More than one thing can be true Don’t put people in boxes Life is analog
- 17. 20 15 10 5 0 0 3.75 7.5 11.25 15 Assumptions can be dangerous
- 19. Data should raise questions
- 20. http://www.flickr.com/photos/walkingsf/ One dot equals 25 people. White Black Hispanic Asian
- 28. http://blog.okcupid.com/ 1.51 Million Active Users 43,397 Tests
- 29. http://blog.okcupid.com/ Messages a man gets, by Age and Income 20 30 40 50 18 19 21222324 25 26 272829 313233 34 3536 37 3839 4142 4344 4546 4748 49 >100K 100K 80K 70K 60K 50K 40K 30K <20K (Observed) Messages received per week by percentile 10th 50th 100th
- 31. http://blog.okcupid.com/ (Self-reported) Lowest High School Graduation rate nationwide
- 32. http://blog.okcupid.com/ Would you consider role- Would you rather lose the playing a rape fantasy right to bear arms or vote? with a partner who asked you to?
- 33. http://blog.okcupid.com/ 4:1 male to female suicides 2:1 female to male attempts afsp.org
- 43. http://blog.okcupid.com/ More gay curious Less gay curious
- 45. last.fm
- 46. last.fm
- 48. What questions does this raise? How can I test my assumptions? What problem do I want to solve?
- 49. What’s the Goal? 18 16 Malfunction 14 Accident Failure Rate (%) 12 10 8 6 4 2 iPhone 3GS Blackberry MotorollaAxis X HTC iPhone 4 Other http://www.squaretrade.com/
- 51. #himc