We live in a connected world: every single action we take, every single move we have, every single chat we make, we deliver information and data to a server. People, companies, institutions are so full of data that they don’t even know where to start from. Moreover, analyzing all this mass of information is not that easy and the so called Big Data are changing the perimeters and the approach we need to have while analyzing data: we were used to analyze a small set of data, with a specific error prediction, with a standardized process… now everything has changed. We need to change too. But the spontaneous digital data don’t tell us everything: they don’t tell the why, they don’t tell how to surprise our consumers, they don’t tell how to engage with silent information, they don’t tell about the potential unexpressed by behaviors. This is why we need to integrate, mix, mash data coming from different perspectives, different sources, different collection methods. With this potpourri of data and methods on hands, we can approach all the areas in which data may support. We will see some cases in the areas of innovation, brand building and reputation, where integration of social data and surveys offers new strategic perspectives and insights, without stereotypes.

1. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
What data don’t tell
@federicocapeci
@TNS_Italia
Federico Capeci
CEO Italy & CDO TNS

2. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
Excited for the future?
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3. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
What went wrong?
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4. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
A personal story now…
44

5. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
I have a dream
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6. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
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http://static.googleusercontent.com/external_content/untrusted_dlcp/research.google.com/en/us/archive/papers/detecting-influenza-epidemics.pdf
Google Flu Trend

7. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
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Apophenia

8. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
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What vs Why

9. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
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N = all

10. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
Admit (consider) chaos and errors.
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11. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
From measure to probabilities
1111111111© TNS

12. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
What is the answer, then?
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13. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
What’s
for?
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Sentiment Analysis is dead

14. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
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The Sentiment Analysis Formula
Who
HowWhere
When
WhatSentiment

15. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
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The Business Impact Formula of an insight
Insight business relevance=
F (incidence, impact, instant)
Huge or
Increasing
Current or
Potential
On time and
Actionable

16. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
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Sources integration driven by frames

17. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
Survey & social bring out the best in each other
Social media enhance surveys
Surveys enhance social media
Reliable link
to demographics
Evaluate impact
of topics
Provide structure Fill data holes
in social media
Authentic voice
of the customer
Unsolicited
observations
Rich in detail Reveal what is
behind survey
information
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18. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
Example – Customer Experience Analysis
Banking Case: where would you put an eye on?
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Customer Experience related topicsTotal Buzz on brand
Impact on Relationship
Negative ImpactPositive Impact
SocialBuzz
MonitorLess relevant
InvestGiven
App
Interest
rateClear comm.
Responsiveness
Branch
Staff
CSR
Website
Testimonial
Spot/adv
Branch
Events
Mangement
TNS Social TRI*M model
BuzzVolume

19. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
Example – Campaign Evaluation
Food case: would you tell this campaign was a success or not?
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ADV Launch
Campaign related social posts Integrated Social & Search KPIs
Google Search trends
Negative ImpactPositive Impact
FB Brand Page adv
related posts:
n 10K likes/ posts
n 100 Comments/ post
n 150 shares/ post
TNS Social AD Eval model

20. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
Example – Social Media Presence Analysis
Automotive case: would you say you’ve more detractors than
ambassadors on your page?
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Negative Comments Positive Comments Likes Incidence of segments declared by survey
10K
500
50
TNS Social TRI*M Rep model

21. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
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Smart analysis don’t answer, they open big questions…
In an increasing
complex world, often
Qualitative Research
(psychology, semiotics,
ethnography, etc) can
help more than
millions of interviews
and smart analytics ….

22. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
Closing with a metaphor…
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«Managing data is like eating food.
You can eat as much as you like, but:
ask yourself why you’re eating
and - more important - eat
according with your own best diet.»
Source: me, last night in front of the fridge

23. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
Surprising reality
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24. What data don’t tell
© TNS 6 Luglio 2016 Federico Capeci
Social Business Forum
Federico Capeci
CEO Italy & CDO TNS
@FedericoCapeci
federico.capeci@kantar.com
Thank you
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