1. WHY?
Fearlessly Seeking the Reasons…
It's not the size of the
DATABut what you can do with it.

2. WHY?
Fearlessly Seeking the Reasons…
Between the birth of the
world and 2003, there were
five exabytes of information
created.
Huffington Post April 2013

3. WHY?
Fearlessly Seeking the Reasons…
Between the birth of the
world and 2003, there were
five exabytes of information
created.
We [now] create five
exabytes every two days
Huffington Post April 2013

4. 4
Big Data Doesn’t Mean It’s Quality Data …

5. 5

6. 6
2 Examples
4 Secrets
1Idea

7. 7
1 Idea

8. 8
BIG

9. 9
Smart
BIG

10. 10
Smart Data has five traits…

11. 11
Custom Data Methodology BreadthAccuracyOrganization

12. 12
Multi-Media Sites Personal Blogs
Photo Sharing Sites Twitter
Forums &
Message Boards
Social
Networks
Personal
Finance
Entertainment &
Pop Culture
Automotive Health & Wellness Food & Dieting
Technology Retail & Style Travel
Sports & Fitness Digital Water Cooler Parenting
Environment &
Philosophy

13. 13
No Brand Mentions
95%
Brand Mentions 5% Brand Mentions 11%
No Brand Mentions
50%
No Brand Mentions
89%
Brand Mentions 50%
Health ConversationsFood Conversations Car Conversations
Lowest share of brand mentions Highest share of brand members

14. 14
AUTOMOTIVE ENTERTAINMENT ENVIRONMENT FOOD/DRINK HEALTH & WELLNESS HOME
PARENTING PERSONAL FINANCE STYLE & SHOPPING TECHNOLOGY TRAVEL WATER COOLER

15. 15
The power of custom data and
why you get what you pay for…

16. 16
• Curators should screen all data sources
for quality.
• Most listening tools buy the same data.
• Algorithms should be used to detect
and track consistency, ensuring that
data sources do not have gaps or
holes, alerting us to site infrastructure
changes.
• Channel breadth and organization are
most important.
• Beyond Twitter and Facebook, custom
templates are needed to extract each
site’s full text, comments, and historical
activity.

17. 17
Name count dupes spam not english valid
Optibay and Bootcamp/VMware Questions 13 13
VMWare Fusion for MySQL - Backup strategy 7 7
EBS Installation on Vmware Too Slow 6 6
Brass Bottom Boys 5 5
Macbook pro with retina - Don't shoot me 5 5
disallow user access virtual machines without ssl certificate4 4
VACL & VMware 4 4
virtualising 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 3
Help Choosing between 2 builds! 3 3
Unable to install VMworkstation 8 3 3
Virtual Learning Environment for Networking?3 3
VMware VSA disk usage 3 3
About VMfusion 2 2
ASMdisk is not displaying 2 1 1
Cooler Master RC-692-KKN2 No Power Supply ATX Mid Tower Case (Black)2 1 1
DCNM 2 2
Error 1606 2 2
ESXi VMs so slow it's almost unusable 2 2
Event id:6008 unexpected shutdown analysis2 2
Google Compute Engine Ignores VMware, Microsoft Users | Faheem Lab2 2
hi iam not able to run the other softwares in the system after instaling the vmware7.1,the system is2 2
Installing CUEAC on VMware ESXi 2 2
loss of higher screen resolution capabilities with linux 62 2
Official Minecraft "VWVortex Server"2 2
Remove floppy by default 2 2
RT @GeorgeReese: My latest blog entry: The Hole in the VMware Whole Cloud Strategy http://t.co/Fa7nxKd2 2
SAP Events: Running SAP on VMware Infrastructure2 2
Those leap seconds 2 2
using the update tools on a virtual machine with a macbok pro2 2
100 2 0 0 98
MOTIVEQUEST – 98% VALID
Name count dupes spam not english valid
debian and/or kubuntu 5 4 1
Technical Marketing Update 2012 – Week 25 – #tmupdate5 4 1
is an iMac going to be worth it? 4 4
RE: Interesting Buying Experience with Dell 4 4
RE: MBPr couple use questions. 4 4
RE: Red Hat CEO Is Ready To Squash Microsoft, VMware, and Oracle3 3
cant access all slices 3 2 1
Enterprise Sales Veteran Frank Rauch Leaves HP 3 2 1
ESXi and Network Computer Hardware 3 2 1
HP Enterprise Sales Veteran Frank Rauch Leaves. We Got Your Memo.3 2 1
RE: Mac or PC ? Laptop or Desktop? 3 1 2
RE: virtualising application server 3 1 2
Windows 7 Ultimate LastOS7 v2 Xtreme (x64x86) (2011) 3 2 1
Xrumer 7.0.12 Elite and Hrefer 3.85(VMWare) 3 1 2
Dell vStart: The Simple, Fast, Smart Path To Virtual Infrastructure2 1 1
[b]NYSE[/b] Volume More Sym Name Last 2 1 1 0
20%LifeTime| Hostplate.com(1Gbps-NL)Unmetered:VMware Windows & OpenVZ Linux(SolusVM)2 1 1 0
CBT Nuggets : MCTS 70-403 SCVMM& 70-652 Hyper-V2 1 1 0
FP SoftPack 12.05.1 (MULTI32012) 2 1 1 0
Mac OS X Lion 10.7 Developer Preview (VMWare Fusion Update)2 1 1 0
Mac OSX 10.8 Mountain Lion DP VMware Image 2 1 1 0
N36L hard drive upgrade 2 2
New Webmaster/SEO Workstation Build 2 2
Portable soft v.1.2.4.8 (05.2012) 2 1 1 0
Re: Beginner's inquiry on How Oracle VDI product works2 1 1
RE: Does anybody here use View? 2 2
RE: Solved: php upload restriction 2 1 1
SOFTPIR WPI Professional 02.12 x32/x64 2012 Multilanguage2 1 1 0
VMware adds Mozy to its cloud and virtualization empire2 1 1 0
VMware Fusion v4.1.3.730298 Mac OS X 2 2 0
VMware Workstation v8.0.2 Build 591240 Final/RePack Lite/Unattended EN-RU (2012)2 1 1 0
Windows 7 Ultimate LastOS7 v2 Xtreme (x64x86) 2011 2 1 1 0
Windows 7 xDark Deluxe x86 3.6 RG ISOENG 2011 2 1 1 0
Wolfram Mathematica v8.0.4 (Mac OSX) 2 1 1 0
Xrumer 7.0.12 Elite and Hrefer 3.85 2 1 1 0
求助啊，搞了两天了，EASY-UI+STRUTS一直没数据。。。。。。大牛们。。。2 2 0
93 40 14 2 37
MAJOR DATA PROVIDER– 40% VALID

18. 18
2 Examples

19. 19
Example 1: The Advocacy Framework
Change in advocates (prior month) vs. Change in Sales• Measures the number of
people, not conversations.
• Developed with
Northwestern University’s
Kellogg Business School.
• Enforces choice. When
individuals mention
multiple brands over time
(even when not in the
same conversation), the
Advocacy algorithm
determines while brand
they speak most positively
about and considers them
advocates of that brand
only.

20. 20
Advocacy may move in the opposite direction as
sentiment.
0
000
000
000
000
000
000
NETFLIX
ADVOCATES

21. 21
Advocacy provides context to other metrics.
Brand advocates
Unprompted brand mentions
Content creation (YT videos)
Responses to brand Facebook posts
Sentiment of engagement metrics
Facebook likes on brand posts
Re-tweets of brand mentions
Comments on YT videos
Sentiment of participation metrics
Brand Facebook page likes
Brand Twitter handle followers
Subscribers to brand YouTube channel
LowtoHighEffort
Advocacy
Brand/ Product Advocate
Engagement
More effort to interact
Participation
Minimal effort to interact
Awareness
Passive contact with brand mentions
or messages

22. 22
Feb-06
Mar-06
Apr-06
May-06
Jun-06
Jul-06
Aug-06
Sep-06
Oct-06
Nov-06
Dec-06
Jan-07
Feb-07
Mar-07
Apr-07
May-07
Change in Sales vs. Change in Advocates
Advocates are often a leading (and statistically
significant) indicator of sales and share.
       

   
1
2
3

23. 23
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
The most successful brands align themselves clearly
with human needs.
HERO
FEEL ACCOMPLISHED
“where there’s a
will, there’s a way”
MAGICIAN
FEEL MAGICAL
“it can happen!”
OUTLAW
FEEL SINFUL
“rules are meant to be
broken”
SAGE
FEEL WISE
“the truth will set you free”
INNOCENT
FEEL REJUVENATED
“free to be your younger
yourself”
EXPLORER
FEEL ADVENTUROUS
“let me find my own way”
CREATOR
FEEL CREATIVE
“if it can be imagined, it
can be created”
CAREGIVER
FEEL PROTECTIVE
“love your neighbor as
yourself”
RULER
FEEL ELITE
“power isn’t
everything, it’s the only
thing”
REGULAR GUY/GAL
FEEL CONNECTED
“all men and women
are created equal”
JESTER
FEEL FRIVOLOUS
“if I can’t dance, I don’t
want to be part of your
revolution”
LOVER
FEEL SENSUAL
“I only have eyes for you”

24. 24
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
I feel accepted
I feel amused
I feel competitive
I feel creative
I feel rebellious
I feel happy
I feel loved
I feel smart
I feel prestigious
I feel adventurous
I feel responsible
I feel productive
Categories are often tribal.
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
I feel accepted
I feel amused
I feel competitive
I feel creative
I feel rebellious
I feel happy
I feel loved
I feel smart
I feel important
I feel adventurous
I feel responsible
I feel productive
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
I feel accepted
I feel amused
I feel competitive
I feel creatives
nsible
I feel productive
F-150 Forums
Tundra Forums
Silverado Forums
Ram Forums
Tundra General
Silverado General
itive
ative
us
F-150 Forums
Tundra Forums
Silverado Forums
Ram Forums
Tundra General
Silverado General
F-150 General
Ram General

25. 25
4 Secrets

26. 26
1. Start with business challenge and the right data
No Brand Mentions
95%
Brand Mentions 5%
Food Conversations

27. 27
2. Sweat the Coding

28. 28
3. Create Frameworks

29. 29
4. Tell a data driven story with specific implications

30. 30