dataweek: oh no, i'm running a data-driven cult!
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[email protected] Main St. #220 Brooklyn, NY 11201+1 718 625 4843
October 2, 2013DataWeek: Oh no, I’m running a data-driven cult!
Leala AbbottSenior Content Strategist
Huge Inc.
Oh no, I’m running a data-driven cult.
Leala Abbott is a Senior Content Strategist at Huge, helping to shape, define and interpret metadata and taxonomical needs into content structures everyday. She holds a Masters Degree in Information Science from Rutgers University.
“Story and Data need each other.Data without Story is Mythology.
Story without Data is Propaganda.”- Huge / Content Strategy Motto
Propaganda.
What is propaganda?“information of a biased or misleading nature, used to
promote or publicize a particular point of view”
Media Propaganda by: Trosious
Data as propaganda.
refine
hunches
hypothesis
testresults
hypothesis
testresults
The scientific method. The big data method.
Gaming the system
Susceptive to fallacy.
What story are you telling?
Many clients use the end of the
quarter to crunch all the data
and re-enforce a narrative
with senior management.
• Put data in the passenger
seat (not the drivers seat
or the trunk).
• Use data to guide, not just
narrate.
• Reporting needs to be
ongoing, fluid, and light.
• Leave the artfulness of the
quarterly report behind.
Open to truth.
The question you have to ask yourself is if data tells you
something that goes against the current gospel, do you share
these truths?
Repent.
The path.
Give instruction.They aren’t drowning in data, they are
waving for help. People need guidance and
proper insight into interpreting the data.
Some of the concepts used in attribution
are so technical and arcane that the
marketing lead simply doesn't know the
right questions to ask.
Have a goal.Lack of the proper filtering mechanisms,
both from and human and tech
standpoint to abstract the signal from the
nose. The frequent metaphor people use
"is drowning in data”. Big data wont
magically solve your problems, you’ve
got to have a clear objective.
Ask technology. Data is being created at breakneck
pace. So correlating, interpreting and
analyzing it needs to happen just as
quickly. This is where the technology
comes in as humans can’t do it fast
enough, or older systems just aren’t
structured to do it efficiently. You need
flexibility and innovation.
1 2
4Balance cost / accuracy. Everyone talks about the role of 3rd
party data targeting, personalization and
optimization but not all data is created
equal. We need to do a better job
balancing the cost of the data with actual
accuracy it provides.
3
Establishing new goals.
Your approach to data should grow and
change as you do.
Find inefficiencies.Your architecture (and
your org) should support the efficient
filtering of data.
Create efficiencies.Bring structure to
your data or provide an interpreter.
Start converting.
Establish new goals, new teams, and more refined and efficient data, to deliver the real truths to
your organization.
Business change
Salvation.
Turning data into information.
Planning.
Put together a strategic plan, which can be used as
a guideline for your approach to working with
data.
Structure.
Audit to find LHF. Whenever feasible give the
data deeper, semantic meaning through
structures prior to it being collected.
Targeting.
Don’t try and take it all in at once, target specific data
sets the meet primary goals, and objectives first
to start modeling.
Prioritization and measurement.
Prioritize within your targeted data sets and determine LOE. Start
small. Is it measurable is it valuable?
Consolidation and aggregation.
Gather and house the data in a centralized repository.
Don’t have customers emails across 4 databases.
Integration.
Enable the data to be integrated into business systems and decision
making processes. End the ownership fighting.
[email protected] Main St. #220 Brooklyn, NY 11201+1 718 625 4843