1. Social data research is not strictly a quantitative endeavor,
it’s qualitative insights on a quantitative scale.
The Social Data Analysis Challenge: Scale
DataCreation&Storage
Machine-Generated
Data
Human-Generated
Data
Time
→ includes Social Data
2. ~10 Years-In: How We Got Here
Social Media Analytics
• Brand and category monitoring
• Engagement performance measurement
• Community management support
• Crisis management & mitigation support,
(PR/Corporate Communications)
• Dashboards
Social Listening
• Category or industry ‘share of
conversation’
• Competitive ‘share of voice’
• Channel / media types analysis
• Opinion mining
• Sentiment analysis (rudimentary)
• Mostly manual process for insights
development – does not scale
Social Intelligence
• Factors that govern choice
• Brand health, brand lift
• True sentiment
• Ethnographic research
• Market research and business
intelligence augmentation & integrations
• Text analytics, natural language
processing (NLP), machine learning
• Scalable, mostly automated process for
insights with anomaly intervention &
study oversight by highly-skilled analysts
The Evolution
~10 Years Ago:
“The Intern”
Today:
“The Data Scientist”
Business requirements have outpaced the availability of
highly-skilled resources that can operate at scale
Analytics Intelligence