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© 2014 Brandwatch.com
Webinar/The Power of Hindsight: Using historical data to make better decisions
CMO, Brandwatch@willmcinnes
Hosted by Will McInnes
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© 2014 Brandwatch.com
Our speakers
VP, Data & Analytics,Text100
@MrPhilipKam
Phil KamDirector of Professional Services, Brandwatch
@molten_tofu
Nate WaltonData Scientist,
Twitter@DrSkippy
Scott Hendrickson
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Coming up
• Presentations
• Panel Discussion: The value of Hindsight
• Q&A
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© 2014 Brandwatch.com4
Don’t be shy/We’d love your participation
• Ask questions in the session chat
• Tweet about our discussion
@brandwatch
#brandwatchtips
A download and recording of the webinar will be made available after the event
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© 2014 Brandwatch.com© 2014 Brandwatch.com
Nate Walton, Brandwatch
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© 2014 Brandwatch.com
Really big stuff has happened more than once
• Back to 2008 to get more than one US presidential election
• Back to 2008 (again) to get more than one olympics (summer only)
• Can just squeeze in 3 world cups going back to 2006
Fool me once…
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The First Time Second Time Third Time
Things about to get interesting?
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© 2014 Brandwatch.com
It’s (probably) the best picture we have of a social network’s growth
• Even if other big networks have good historical data, $100 says they have no great way of mining it
• Twitter is a relatively sparse - every connection counts for marketing and for analysis
• From the time before the New York Times and Lady Gaga – can we figure out whether to invest in new networks before "everybody's doing it"?
Conversation about “obama” at 10:30 this morning
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New ways of measuring influence
• Track people's contributions across time, and include consistency as a measure of influence
• Extend our understanding of how current influencers became endemic to the social network – people whose celebrity is rooted in Twitter vs just an outlet through Twitter
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© 2014 Brandwatch.com© 2014 Brandwatch.com
Historical Data Examples
and Strategies@drskippy
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SXSW 2006-2012
(Top scale 0-4k tweets/hr; bottom scale 0-15k tweets/hr)
• 6 years of growth of Twitter and SXSW
• Main event and summer “panel picker” season
• See more detail at http://drskippy.github.io/netarcs/sxsw_stacked.png
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Q & A
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Q & A
Interact and zoom at http://drskippy.github.io/netarcs/Big
Bould
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Confe
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2014
Twit
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Inte
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s. S
oci
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© 2014 Brandwatch.com© 2014 Brandwatch.comInteract and zoom at http://drskippy.github.io/netarcs/
https://www.mapbox.com/labs/twitter-gnip/brands
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© 2014 Brandwatch.com
3 Tips
1. Hypothesize, sample, analyze, visualize—repeat
2. Years of data – take into account changes in volume, language use, product names, etc.
3. Plan analysis strategies
– Mentions & frequency time series
– Natural Language Processing (NLP) – topics and sentiment
– Networks – Interactions and social graph
– Meta data – Images, links, geo-tagging
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Panel Discussion
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Q & A
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© 2014 Brandwatch.com
Find out more: brandwatch.com/hindsight
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@brandwatch
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