Big Data, PR and The Future Forrest W. Anderson Independent Communications Research and Strategy Consultant Forrest W. Anderson – [email protected] – 415-513-5042 - @ForrestAnderson
1. Big Data, PR and The Future Forrest W. Anderson Independent
Communications Research and Strategy Consultant Forrest W. Anderson
[email protected] 415-513-5042 - @ForrestAnderson
2. What Well Talk About Today What is Big Data? How Big Data is
being used in PR and communications today How Big Data will be used
in PR in the future How you can use (or prepare to use) Big Data
today Forrest W. Anderson [email protected]
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3. What Is Big Data? Forrest W. Anderson
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4. What is Big Data? According to Wikipedia Big data is an
all-encompassing term for any collection of data sets so large and
complex that it becomes difficult to process using on-hand data
management tools or traditional data processing applications.
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5. What is Big Data? According to Wikipedia The trend to larger
data sets is due to the additional information derivable from
analysis of a single large set of related data, as compared to
separate smaller sets with the same total amount of data, allowing
correlations to be found to "spot business trends, prevent
diseases, combat crime and so on. The data is coming from
traditional sources, the Internet and the Internet of Things
Government data Product warranty forms Internet Smart phones Cars
Smart houses Personal health monitoring etc. Forrest W. Anderson
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6. What is Big Data Big Data Data Base 1 (e.g. Facebook) Data
Base 2 (e.g. Patient History) Data Base 3 (e.g. Grocery Purchase
Data) Date Base 4 e.g. (Drug Store Purchase Data) Data Base 5 (e.g.
Contribution History) Forrest W. Anderson
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Many to One
7. Big Data Challenges How can you be sure the data is what is
purports to be? How do you clean up the data? Is all the data on
individuals, really specific to those individuals? How do you
format the data base How do you manage the data base to deliver
good data? How do you visualize and grasp the data? How do you
manage the data to get insights that can drive communications
programs? Forrest W. Anderson [email protected]
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8. Big Data for PR The challenges I list above are real
challenges But, in my view, they are not your challenges In almost
all cases, other people will ensure the quality of the data It will
behoove you to have a way to confirm they are right Trust Think
critically about the data Some insight into how the data bases work
Questions you can use to determine whether there are flaws Forrest
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9. Big Data for PR What PR people must do is learn to ask
questions of the data Big data is just a big database that can
answer lots of questions Your job as communications professionals
is to ask the questions that will Give you insights that will
enable you to execute communications programs Drive behaviors Help
your organizations achieve their goals Forrest W. Anderson
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10. Big Data for PR You must become adept in:
Information-driven communications Analytics KPIs Thinking
critically about data These are really one and the same Its not so
much Big Data as it is Analytics! Forrest W. Anderson
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11. Thinking Critically About Data Forrest W. Anderson
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1.0 5.0 7.0 15.0 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 No
exposure Consumer Ad Manufacturer's Ad Both Google Ad Sales
Increase (%) Credit: Florian Zettlemeyer
12. How Big Data Is Being Used in PR Today Forrest W. Anderson
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13. PR Examples Sparse Difficult to find examples of PR using
Big Data at this point Anecdotally hear about Fortune 100 companies
using it (IBM, Chevron) Influential PR leaders Know what questions
to ask (insights they need) to drive successful communications
campaigns Have access to data scientists within companies Manage
data bases Apply statistics and other analytics to derive insights
Big resources, including big budgets Forrest W. Anderson
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14. MasterCard Conversation Suite Forrest W. Anderson
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15. MasterCard Conversation Suite Web-based analytics tool
supported by a global team of social media experts who monitor,
analyze and engage in conversations around the world, in real-time,
24/7 MasterCard uses social intelligence to Shape ideation and
product development Spur brand engagement and awareness Track brand
performance and reputation Provide context around what consumers
really want Forrest W. Anderson [email protected]
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16. MasterCard Conversation Suite Earlier this year, released
results from first ever global study of mobile payments space,
based entirely on insights gleaned from 85,000 different comments
Scattered across social channels like Twitter, Facebook, blogs and
forums 43 markets 26 languages Forrest W. Anderson
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17. MasterCard Conversation Suite Those who had already used a
mobile money service were less positive and enthusiastic about the
idea than consumers who hadnt tried one yet. Early adopter
sentiment was 58% positive, while for those yet to adopt was 76%
positive. Also differences by global region MasterCard then used
these insights to Refine its MasterPass e-payments service
Re-orient marketing campaign Forrest W. Anderson
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18. The 2012 Obama Campaign Source: The real story of how big
data analytics helped Obama win, InfoWorld, February 14, 2013
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19. The Obama Campaign Forrest W. Anderson
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20. The Obama Campaign "We were going to demand data on
everything, we were going to measure everything ... we were going
to put an analytics team inside of us to study us the entire time
to make sure we were being smart about things." [To ensure
everything was measured, staff were evaluated on whether they
entered data. The mantra became:] "If you didn't enter the data,
you didn't do the work. -- 2012 Obama Campaign Manager, Jim Messina
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21. The Obama Campaign 100 analytics staffers 50 worked in a
dedicated analytics department 20 analysts spread throughout the
campaign's various headquarters 30 in the field interpreting data
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22. The Obama Campaign According to Chris Wegrzyn, director of
data architecture for the Democratic National Committee The key
measurements centered on The data itselfthe facts about the
electorate and the campaign operation Modelingto understand the
electorate at the individual voter level Experimentationto help the
campaign learn how its actions actually influenced people Forrest
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23. The Obama Campaign According to Chris Wegrzyn, director of
data architecture for the Democratic National Committee The key
performance indicator for the campaign The number who planned to
vote for Obama, divided by those who planned to vote overall Three
levers to maximize that number: Registrationencourage target voters
to register Persuasionpersuade the undecided to vote for Obama
TurnoutDo all they could to ensure that Obama voters would show up
to vote on Election Day Forrest W. Anderson
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24. The Obama Campaign Organization The field team, the
personal face of the campaign: The people on the ground organizing
volunteers Handling registrations Encouraging turnout, and so on
The digital team responsible for Online presence Email campaigns
Online fundraising Social media, and more Forrest W. Anderson
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25. The Obama Campaign Organization (cont.) The communications
and media teams, responsible for Obama's personal messaging with
interviews Ad buying, and so on Finance focused on the overall
campaign fundraising strategy Executive buy-in from campaign
manager Messina was essential Without that authority, any ambitious
initiative might have been sidestepped or dropped altogether Team
chose HP Vertica to drive Big Data Engine Forrest W. Anderson
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26. The Obama Campaign Analytics in action examples AirWolf
Built to integrate the field and digital teams' efforts Common
problem in prior campaigns was that Field teams' actions, such as
recording a person's particular interest in voting issues Could not
be easily followed up by the Digital team (for example, with email
correspondences) With AirWolf Voter contacted by the field team in
a door-to-door campaign, Voter's particular interests were recorded
and fed back to Vertica Digital team ran email blasts from the
local organizer to voters, each corresponding to a voter's favorite
campaign issues Greatly enhanced the ability to pinpoint messaging
and made it more feasible to sway voters Forrest W. Anderson
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27. The Obama Campaign Analytics in action examples (cont.)
Media Optimizer--enable much more targeted ad purchases Prior to
Media Optimizer, TV ad buys were based on broad
demographics--costly and inefficient With Media Optimizer, the
campaign Used statistical analysis to identify the target voters in
the DNC database Enriched voter data with demographics data from TV
ratings as well as advertisement pricing data Results were fed back
into Vertica and reanalyzed for further tuning. Forrest W. Anderson
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28. The Obama Campaign Analytics in action examples (cont.)
Media Optimizer (cont.) Overall picture combined Likely voters for
Obama Shows they watch Prices of the ads Analysis feedback loop One
result: Obama campaign purchased twice as many cable TV
advertisements as the Romney campaign Many during niche programs
Targeted the precise demographic slices the Obama campaign was
trying to reach Forrest W. Anderson [email protected]
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29. The Obama Campaign Campaign lessons All analytic solutions
Were a combined effort of analysts, engineers and communicators
Were time-sensitive, implemented in weeks rather than months Were
built around an unconstrained, yet centralized environment with
Vertica. The analyst-driven organization empowered the team to
achieve a number of key objectives All the data from the disparate
teams was brought together within Vertica, enabling a 360-degree
view of the data Analysts could answer nearly any question quickly
and easily, no matter where the data originally came from The
platform was continually improved thanks to its built-in feedback
loop Forrest W. Anderson [email protected]
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30. The Obama Campaign Campaign lessons A unified big data
analytics environment seems sure to take its place as a standard
requirement for campaigns to come Forrest W. Anderson
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31. Stephanie Sharp Explains VoteSharp Forrest W. Anderson
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32. How Big Data Can and Will Be Used in PR Tomorrow Forrest W.
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33. The Promise of Big Data When you look for applications of
Big Data in PR, most of what you see is Weve monitored trends in
Twitter and Facebook data. That is not the promise of Big Data
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34. The Promise of Big Data An extraordinarily refined
understanding of target audience wants, needs, and activities,
including media habits The ability to communicate with specific
individuals keyed to those specific wants, needs, activities and
media habits Making not only communications but business decisions
based on this data MasterCard product design and marketing
decisions Obama election targeting and messaging Forrest W.
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35. How You Can Use (Or Prepare to Use) Big Data Today Forrest
W. Anderson [email protected] 415-513-5042 -
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36. Recipe for Communications Success with Big Data 1. Ask the
right questions A. Who is my target? B. What must they do to help
my organization achieve its goals? C. How can I translate that into
KPIs? D. What do they know, want, do, use, think? E. What media do
they use? How? Why? F. And more G. Think creatively, but constrain
yourself by your organizations business objectives Forrest W.
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37. Recipe for Communications Success with Big Data 2. Find
people who know how to manage data bases and extract insight from
them A. Data base building and grooming B. Data base analysis using
advanced statistics and other analytics C. Look inside your
organizations, the data doesnt need to be big, it needs to be
accurate and applicable D. Understand what they do E. Explain to
them what you do F. Think critically about the data Forrest W.
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38. Recipe for Communications Success with Big Data 3. Put all
of that together to come up with efficient and effective
communications programs 4. Get buy-in from your senior executives,
so they A. Approve and support you as you do things differently B.
Accept your measures of results Forrest W. Anderson
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39. Forrest W. Anderson [email protected]
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40. Big Data, PR and The Future Forrest W. Anderson Independent
Communications Research and Strategy Consultant Forrest W. Anderson
[email protected] 415-513-5042 - @ForrestAnderson
40