Embed Size (px)
DESCRIPTION
These are slides from a session at FutureM (Future of Marketing) Boston 2013. This joint session from Zenzi Communications + Ranker showed how online data can be used to understand the deeper values and motivations of consumers. We are inundated with graphs of data (e.g. social graphs, interest graphs, opinion graphs). We’ll give you techniques for mining actionable insight from graphs of data, which when studied correctly, can allow you to go beyond the specific interests of your customers and begin to understand their deeper motivations. By understanding their lasting motivations, brands can begin to find customers who will resonate with their strengths and tell value-specific stories that will turn customers into advocates.
Citation preview
Using Big Data to Reveal Consumer Values and Inform Storytelling
VISIONARY SPONSORS INNOVATOR SPONSORS
SESSION PARTNER
TALK ABOUT US! #FUTUREM #SOCAILVALUES @RaviDataIyer
Talk Overview- Using Big Data
- Revealing Consumer Values
- Informing Storytelling
Talk Overview- Using Big Data
- Revealing Consumer Values
- Informing Storytelling
How we do things - Data
What is Big Data?
Big Data is a function of...Number of Observations?Disk Space Taken up by Data?
Size Matters to Engineers
Big Data is a function of...Number of Observations?Disk Space Taken up by Data?Connectivity!
Connected Data 2009
Connected Data 2011
Connectivity Matters Because....
Algorithms generally do similar things.
Connectivity Matters Because....
Algorithms generally do similar things.More of the same type of data usually gives you more precision, not more prediction.
Algorithms and # of observations only get you so far.
Connectivity Matters Because....
Algorithms generally do similar things.More of the same type of data usually gives you more precision, not more prediction.Connectivity reduces error.
Connectivity reduces error
Connectivity Matters Because....
Algorithms generally do similar things.More of the same type of data usually gives you more precision, not more prediction.Connectivity reduces error.Connectivity allows you to predict more variance for longer periods by providing depth to one's measurement.
Talk Overview- Using Big Data
- Revealing Consumer Values
- Informing Storytelling
Why we do things
Why we do things
Serving Psychological, not Physical Needs
Serving Psychological, not Physical Needs
Values in the marketplace of ideas
Values != Liberal Values
What values exist?
There is a gap between what we care about how we use data
What we analyze:- Demographics- Purchasing behavior- Financial Markets- Baseball Outcomes
What we care about:- Living our values- Being fulfilled- Living a meaningful life- Being happy
Tangible Things Intangible Things
10/17/13
How much do I value
Stimulation?
I spend my money
on experiences, not goods.
How do you measure values?
10/17/13
How much do I value
Stimulation?
I spend my money
on experiences, not goods.
error
How do you measure values?
10/17/13
How much do I value
Stimulation?
I eat at diverserestaurants.
I travel a lot.
I spend my money
on experiences, not goods.
error
error
error
How do you measure values?
10/17/13
I valueStimulation!
I eat at diverserestaurants.
I travel a lot.
I spend my money
on experiences, not goods.
How do you measure values?
To consumers, Ranker is a “Yelp for Everything Else”
Users are entertained and informed - people love lists - but at its core, Ranker is a consumer data aggregation machine.
Ranker is a Data Company
Rankings Are Built By The Crowd
Engaging Gamification Hook 15% of visitors to page vote on an
average 10 items/list.
Ranker’s Data Production Engine
Opinions
ProprietaryRankings
Ranker ingests semantic“big data” (14MM+ objects)…
Output: Opinion Graph“People who think Priuses are a good value worry more than average about heart disease”
FactsFreebase
Factual
Wikipedia
Any semantic data source
Lists
•The Scariest Diseases•The Best Inexpensive Cars
…into platform for user-and-system generated lists
Producing crowdsourced answers to 1000s of questions
that previously had none
Visitors engage w/ 15% interaction
Values & What You Eat
Discovering Deeper Motivations
The Nissan370Z appeals to people who like being different and are non-conformist.
It’s Always Sunny in Philadelphia
ArrestedDevelopment
Breaking Bad error
error
error
Discovering Deeper Motivations
The Nissan370Z appeals to people who like being different and are non-conformist.
It’s Always Sunny in Philadelphia
ArrestedDevelopment
Breaking Bad error
error
error
Talk Overview- Using Big Data
- Revealing Consumer Values
- Informing Storytelling
Communication = Storytelling
Storytelling is Human
Storytelling is Human
The Social Values
Project:
Values, Social Media &
Storytelling
Prestige-Seeker
Purpose-Seeker
Values Domains
Pleasure-Seeker
Security-Seeker
Tradition-Seeker
Freedom-Seeker
Correlations with Schwartz Values
Prestige Seeking = Power (.67) + Achievement (.46)Freedom Seeking = Self-Direction (.56)Tradition Seeking = Tradition (.50) + Conformity(.58)Pleasure Seeking = Hedonism (.54) + Stimulation (.54)Purpose Seeking = Universality (.56) + Benevolence (.51)Security Seeking = Security (.58) + Benevolence (.47)
ValueBase…where we leverage data that predicts a consumer’s values….
ValueBase
ValueBase…to predict what matters to your business.
ValueBase
What people eat
What stories people read
What people buy
Where people want to live
Values & What You Buy
Values & Where You Want to Live
Values & What You Eat
Values & Storytelling
Narrative Ads work better. (Edson Escalas, 2007)
Preliminary Results
Tips for Great Skin You Let the Dogs Out0
5
10
15
20
25
Open Rate
Clickthrough
Talk Overview- Using Big Data
- Revealing Consumer Values
- Informing Storytelling
Looking for Beta Testers- Analyzing current communications
strategies from a values perspective.- Values surveys of current customer base.- Identifying new opportunities for values
based marketing.- Developing new communications
strategies.- A-B Testing of Values Messaging
