© GfK 2013 | April 2013 | How can we make Big Data Smart? 1

FROM BIG DATA TO SMART DATA: LEVERAGING THE VALUE OF BIG DATA THROUGH CONSUMER INSIGHT

Colin Strong, GfK

Internet World23rd April 2013

© GfK 2013 | April 2013 | How can we make Big Data Smart? 2

Big Data vs. Market Research

Commercial Big Data Market research

What consumers do What consumers think (and do)

Census Sample

Real time Fixed point(s)

Facilitates customer experience / prediction Wide breadth of consumer issues addressed

A-theoretical deductive analysis Analysis built around explicit and implicit consumer frameworks

Unstructured, noisy data Structured, clean data

What Why (plus what)

Breadth Depth

INTRODUCTION

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Agenda:

► Understanding data► Provenance► Providing context► Reading data

► Market research as data aggregators

► Integrating Big Data and Market Research

► Application of MR techniques to Big Data

► Small data

► A new model

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Data [do] not just exist, they have to be generated”

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Lev Manovitch

UNDERSTANDING DATA

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Data ProvenanceTwitter: Analysis of Twitter data from Hurricane Sandy

UNDERSTANDING DATA

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Data Provenance:Twitter: StreetBump

UNDERSTANDING DATA

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Data context:The pitfalls of false positives

Most published research findings are falseJohn Ioannidis

Our predictions may be more prone to failure in the era of Big DataNate Silver

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UNDERSTANDING DATA

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Data context:The need to think Bayesian

► Take into account the context through prior probability

► Consider for level of false positives

► Probabilistic outcomes

► Integrate multiple data sources

UNDERSTANDING DATA

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Reading data:Cognitive biases

UNDERSTANDING DATA

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What’s the opportunity?

The present time is a very special time in the history of social science

because we are witnessing a dramatic transformation in our ability to observe and understand human

behaviour.

Duncan Watts, Microsoft

Disciplines are revolutionized by the development of novel tools: the telescope

for astronomers, the microscope for biologists, the particle accelerator for

physicists, and brain imaging for cognitive psychologists. [Big Data is] a high-powered lens into the details of human behavior and

social interaction that may prove to be equally transformative.

Scott Golder

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MR – the new smart aggregators:Network Intelligence Solutions

Purchase

Media Exposure

Life Style

Socio-Demo

Users data are matched and enriched withGfK panel information

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And fused into the whole users database:BIG DATA ANALYSIS

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Activity

ContextUser

Partner mobile operators transfer anonymised, real-time IP traffic to measure

activity across all mobile experiences

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DATA AGGREGATION

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► Mobile customers leave a footprint of where they are and where they have been.

► Once anonymised and aggregated, it provides a new and powerful hour by hour insight into people’s movements and behaviour.

► Understand resident, worker and ad-hoc visitor profiles in any location

► Understand behaviour by hour, day, week, month

► Compare and contrast profiles of two or more areas

► Analyse people catchment areas and travel from/to zones to refine targeting

► Understand the loyalty factor of any given location

MR – the new smart aggregators Smart Steps: Geolocation data

DATA AGGREGATION

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Financial sector case study:Integrating survey data with Big Data

INTEGRATING BIG DATA & MR

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Telecoms sector case study:Integrating survey data with Big Data

INTEGRATING BIG DATA & MR

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Using consumer insights on Big DataUnderstanding patterns of online behaviour

APPLICATION OF MR TECHNIQUES TO BIG DATA

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Current research: ‘Social networks’

Big Data allows us to start exploring relationships between individuals

Allows us to start exploring different types of real-life social networks that have proved elusive

Big Data provide us with tools that help us to understand the way in which these work

Understand impact of social effects on consumer behaviour

APPLICATION OF MR TECHNIQUES TO BIG DATA

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Exploring the potential for a fundamental shift

Quantified Self movement may be precursor of a shift to wider ‘intention economy’ The individual becomes the point which manages their own personal data Consumers use Personal Data Stores to interface with brands

SMALL DATA

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The emergence of Smart Data

Discipline Individual Segment Social Cultural

Category Psychology Social psychology

Sociology Anthropology

Relevant areas of study

PersonalityBehavioural economics

Social identity Network analytics

Visual /linguistic analytics

Emerging disciplines

Cyber-psychology

Computational sociology Culturomics

A NEW MODEL

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Numbers have no way of speaking for themselves. We speak for them. We

imbue them with meaning.

Nate Silver, The Signal and theNoise: the art & science of prediction

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A NEW MODEL

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THANK YOU

To read more on this topic, download GfK’s Smart Data Manifesto.

@Colinstrong