talk at Cornell University

1. LutzFinger.com
Ask Measure Learn
@LutzFinger

2. LutzFinger.com
Disclaimer
The points of view in this
presentation are my own
and might not reflect
LinkedIn’s opinion.

3. LutzFinger.com

4. LutzFinger.com
Who is a Statistician?

5. LutzFinger.com
“So$ware
is
ea,ng
the
world.”
-­‐
Marc
Andreessen

6. LutzFinger.com
Should
I
get
an
MBA
or
learn
to
code?

7. LutzFinger.com
two
like
one
Good
big
go
New
way
see
data
socialmedia |
measure
people
customer
Use
example
many
often
ASK
might
LEARN
right
chapter
need
just
users
bots
start
1
real
set
ROI
10
9
3
However
Facebook
question
Twitter
online
create
information
metrics
Even
time
case
used
reach
marketing Network
public
within
Analytics
also
Thus
company
using
business
Figure
metric
influence
sales
different
look
system
customers
companies
PR
world
book
get
well
whether
articles
first
Best
number
important
content
product
care
process know
similar
find
measurement
behavior
Google
page
News
questions
make
easily
search
service
intent
algorithm
Research
value
message
spread
Friends
market
Take
Lets
brand
much
predict
likely
work
person
PART
kind
based
unstructured
user
may
now
created
discussed
approach
tools
become
better
issue
systems
around answer
Technology
knowledge
easy
success
sentiment
insights
trust
given
2011
industry
others
recommendation
want
help
today
potential
examples
article
Try
tweets
hard
predictions
targeting
Another
purchase
someone
long
Buy
every
2012
CRM
future
results
impact
computer
following
Since
Team
products
relations
bot
something
campaign
needs
context
networks
issues
meanways
human
possible
measurements
discussion
already
Found
financial
always
creating
order
structured
high
CEO
share
done
million
awareness
web
versus
automated
change
cost
specific
purchasing
still
comments
called
YouTube
personal
video
true
certain
difficult
means
via
traditional
Times
Without
read
services
Group
available
Open
predictive
word
behavioral
analyze
looking
messages
Next
negative
click
fake
show
correlation
Courtesy
Second
discussions
able
interest
University
followers
cases
movie
seen
turn
main
learning
link
idea
clear
made
viral
three
measuring
things
discuss
everyone
5
end
spreading
started
Tweet
form
level
bad
4
actually
predicting
engagement
wrong
sources
small
Graph
keyword
far
Yes
consumers
ones
understand
2
focus
rate
website
Consumer
seems
fourth
stock
variables
described
positiverecommendations
V
build
Fisheye
price
highly
saw
privacy
sometimes
Support
Software
reviews
8
action
therefore
intention
offer
commerce
shows
asked
call
improve
com
spot
successful
engine
words
reading
algorithms
overall
terms
Despite
ideas
relevant
machine
quite
give
error
short
Score
General
Figure
less
connections
Think
common Reality
Define
community
clients
key
Test
Netflix
effect
channel
large
2010
Forum
points
Moreover
Economic
6
term
relationship
Internet
back
course
several
Step
lot
early
situation
Professor
really
neverPolitical
probably
analysis
Blog
selection
source
Models
cause
stories
sharing
either
later
Michael
measures
LinkedIn
ability
United
least Pointneeded
tool
Higher
per
7
tell
response
reason
rates
known
De
study
trying
simply
al
great
Causal
react
Please
et
spam
reduce
hand
place
gaming
email
model
hype
paid
put 11
uses
view
fact
last
day
top
sure
risk
ad
soon
gain
type
due
surely
line
Post
areas
views
cus
lead
text
beginning
actions
Index
causation
power
rather
books
blogs
write
sense
serve
matter
Net
yet
ever
come
Note
oil
re
con
12
TV
seem
Dell
aim
13
ing
free
comes
low
size
Act
30
peer
46
Item
name
must
dont
box
fans
went
20
16
ads
im
meas
80
car
C
add
Goes
70
Jan
57
six
31
21
xi
BP
pay
17
Win
14
76
28
led
E
BBC
25
23
32
age
run
91
got
channels
believe
digital
simple
pages
amount
lists
list
Check
recent
days
York
shown
role
fast
drop
Likes
Factor
efforts
Majorstrong
summary
movies
earlier
actual
types
exist
Paul
topic
OReilly
access
site
2013
looks
teams
story
else
space
thing
goal
sets
play
task
owned
sold
noted
100
hit
moment
track
CEOs

8. LutzFinger.com

9. LutzFinger.com
ASK the right Questions.
MEASURE the right data – even if it
is not Big data.
Take Actions and LEARN from them.
?

10. LutzFinger.com
One Framework?

11. LutzFinger.com
?
Products
Market Research
Customer Care
Marketing
PR
Sales

12. LutzFinger.com
?
Products
Market Research
Customer Care
Marketing
PR
Sales

13. LutzFinger.com
Iden,ty
Network
Knowledge
84%

14. LutzFinger.com
This is you…

15. LutzFinger.com
This is you…
On
Campus
Group
EMBA
2015
EMBA
2016

16. LutzFinger.com
2nd Cluster hidden

17. LutzFinger.com
This is you…
On
Campus
Group
EMBA
2015
EMBA
2016
Cornell
Cornell
Tech

18. LutzFinger.com
The Connector
• Who is connecting all 4 Groups?

19. LutzFinger.com
The Connector
• Who is connecting all 4 Groups?
• Who is connecting all 3 Groups?

20. LutzFinger.com
Who is connecting all?

21. LutzFinger.com
Actionable Insights

22. LutzFinger.com
ASK the right Questions.
MEASURE the right data – even if it
is not Big data.
Take Actions and LEARN from them.
?

23. LutzFinger.com
Actionable Insights
ASK is often the hardest Part

24. LutzFinger.com
How to Spot a Good “Ask”?

25. LutzFinger.com
Small not BIG Data
• Connec,ons
• Skills
• User
behavior
• Subscriber
Data
• Sales
Data
(geo-­‐localized)
• Group
discussions
• ….

26. LutzFinger.com
Data Science
IRRELEVANT
NOISE
METRICS
RELEVANT
DATA
Petabyte Gigabyte
Byte
Terabyte1
2
3
4

27. LutzFinger.com
• Opinion leaders (Katz 1955)
• Influentials (Merton 1968)
• Law of the Few (Gladwell 2000)
A Clear Ask: Influencer

28. LutzFinger.com
• Opinion leaders (Katz 1955)
• Influentials (Merton 1968)
• Law of the Few (Gladwell 2000)
Measure: Connectivity

29. LutzFinger.com
Measure: Influence
Source: Kevin Lewisa, Marco Gonzaleza and Jason Kaufman (2012): PNAS Vol 109, no 1
• 4 years
• 1001 Students on Facebook
• Traditional Self-reported Data
• How did taste Spread

30. LutzFinger.com
The Influencer Myth
Influence is often
overestimated:
• Reach
• Readiness
• Topic Dependence

31. LutzFinger.com
Ask & Measure is critical
Do you remember? Why did they fail?

32. LutzFinger.com
It changes industries
Google had the right Question.

33. LutzFinger.com
Learn
Benchmark
Predic,ons
Recommenda,ons
&
Filter

34. LutzFinger.com
Competitive Benchmark
Source: ‘Ask Measure Learn’ by O’Reilly Media

35. LutzFinger.com
LinkedIn Recommendations
People You May Know
Groups You May Like
Ads in WhichYou May Be Interested
Companies You May Want to Follow
Pulse
Similar Profiles

36. LutzFinger.com
Prediction
Photo
by
Ludie
Cochrane

37. LutzFinger.com
Also, here the MEASURE

38. LutzFinger.com
Is critical

39. LutzFinger.com
Academy
Industry
Professionals
Ac,ve
Movie
Goers
All
Movie
Goers
The measurement
Was social media
Mentions…
And not the right
predictions
Predicting the OSCARs

40. LutzFinger.com
Avoid!
• Cause is not
Correlation
• Cause is not Effect
• Probability is NOT the
Truth

41. LutzFinger.com
Cause is not Correlation

42. LutzFinger.com
Cause is not Effect

43. LutzFinger.com
Probability is NOT the Truth

44. LutzFinger.com
j.mp/ask-cornell
Today’s presentation & More Insights