USE REAL WORLD

DATA

REAL WORLD

SOLUTIONS

TO CREATE

@isentia / #pria2014

72%OF PEOPLE

ARE FOOLED BY STATISTICS

63%OF STATISTICS ARE MADE UP ON THE SPOT

YET

Use real world data to create real world solutions / @isentia / #pria2014

HOW DO WE USE DATA NOW?

Use real world data to create real world solutions / @isentia / #pria2014

51%PRINCIPAL USE OF DATA IS TO INFORM FUTURE

PLANS AND STRATEGIES

HOW DO WE USE DATA NOW?HOTWIRE, MARKETING MAGAZINE, SEPTEMBER 2014

Use real world data to create real world solutions / @isentia / #pria2014

51%PRINCIPAL USE OF DATA IS TO INFORM FUTURE

PLANS AND STRATEGIES

80%EFFECTIVELY USE

DATA AND INSIGHTS TO INFORM STRATEGY

AND PLANNING

HOW DO WE USE DATA NOW?HOTWIRE, MARKETING MAGAZINE, SEPTEMBER 2014

Use real world data to create real world solutions / @isentia / #pria2014

HOW DO WE USE DATA NOW?

51%PRINCIPAL USE OF DATA IS TO INFORM FUTURE

PLANS AND STRATEGIES

80%EFFECTIVELY USE

DATA AND INSIGHTS TO INFORM STRATEGY

AND PLANNING

5%FELT THEIR ORGANISATION IS EQUIPPED TO EXTRACT MEANINGFUL INSIGHTS

FROM THE DATA IT COLLECT

HOTWIRE, MARKETING MAGAZINE, SEPTEMBER 2014

Use real world data to create real world solutions / @isentia / #pria2014

7000

16/4/2014 17/4/2014 18/4/2014

6000

5000

4000

3000

2000

1000

0

12:0

0am

1:

00am

2:

00am

3:

00am

4:

00am

5:

00am

6:

00am

7:

00am

8:

00am

9:

00am

10

:00a

m

11:0

0am

12

:00a

m

1:00

pm

2:00

pm

3:00

pm

4:00

pm

5:00

pm

6:00

pm

7:00

pm

8:00

pm

9:00

pm

10:0

0pm

11

:00p

m12

:00a

m

1:00

am

2:00

am

3:00

am

4:00

am

5:00

am

6:00

am

7:00

am

8:00

am

9:00

am

10:0

0am

11

:00a

m

12:0

0pm

1:

00pm

2:

00pm

3:

00pm

4:

00pm

5:

00pm

6:

00pm

7:

00pm

8:

00pm

9:

00pm

10

:00p

m

11:0

0pm

12

:00a

m

MASS AND SOCIAL MEDIA VOLUME (Hourly over 2 days, 16-17 April 2014)

MassSocial

BARRY O’FARRELL’S RESIGNATION

Use real world data to create real world solutions / @isentia / #pria2014

MASS AND SOCIAL MEDIA VOLUME (Hourly over 2 days, 15-16 April 2014)

MassSocial

0

50

100

150

200

250

300

350

400

12:0

0am

1:

00am

2:

00am

3:

00am

4:

00am

5:

00am

6:

00am

7:

00am

8:

00am

9:

00am

10

:00a

m

11:0

0am

12

:00a

m

1:00

pm

2:00

pm

3:00

pm

4:00

pm

5:00

pm

6:00

pm

7:00

pm

8:00

pm

9:00

pm

10:0

0pm

11

:00p

m12

:00a

m

1:00

am

2:00

am

3:00

am

4:00

am

5:00

am

6:00

am

7:00

am

8:00

am

9:00

am

10:0

0am

11

:00a

m

12:0

0pm

1:

00pm

2:

00pm

3:

00pm

4:

00pm

5:

00pm

6:

00pm

7:

00pm

8:

00pm

9:

00pm

10

:00p

m

11:0

0pm

12

:00a

m

15/4/2014 16/4/2014 17/4/2014

COMMONWEALTH BANK OUTAGE

Use real world data to create real world solutions / @isentia / #pria2014

JUST BECAUSE

SOMEONE PROVIDES YOU WITH NUMERIC RESULTS,

DOES NOT MEAN THEY ARE SIGNIFICANT, OR THAT YOU SHOULD RELY ON THEM TO

MAKE A DECISIONDARREN WOOLLEY, 19 NOVEMBER 2014

Use real world data to create real world solutions / @isentia / #pria2014

MORTON’S STEAKHOUSE PATRON PETER SHANKMAN JOKINGLY ASKED OVER TWITTER IF THE RESTAURANT CHAIN COULD MEET HIM WITH A PORTERHOUSE STEAK WHEN HE LANDED FROM AN INTERSTATE FLIGHT...

THEY DID

Use real world data to create real world solutions / @isentia / #pria2014

TO ACTUALLY GET IT DONE, MORTON’S...SOURCE: DOUG LANEY, GARTNER

Use real world data to create real world solutions / @isentia / #pria2014

TO ACTUALLY GET IT DONE, MORTON’S...SOURCE: DOUG LANEY, GARTNER

HAD TO SEE THE TWEET;1

Use real world data to create real world solutions / @isentia / #pria2014

TO ACTUALLY GET IT DONE, MORTON’S...SOURCE: DOUG LANEY, GARTNER

HAD TO SEE THE TWEET;1

THEN DISCOVERED PETER WAS A FREQUENT CUSTOMER (AND FREQUENT TWEETER);2

Use real world data to create real world solutions / @isentia / #pria2014

TO ACTUALLY GET IT DONE, MORTON’S...SOURCE: DOUG LANEY, GARTNER

HAD TO SEE THE TWEET;1

THEN DISCOVERED PETER WAS A FREQUENT CUSTOMER (AND FREQUENT TWEETER);2

PULLED THE DATA ON WHAT PETER TYPICALLY ORDERED, 3

Use real world data to create real world solutions / @isentia / #pria2014

TO ACTUALLY GET IT DONE, MORTON’S...SOURCE: DOUG LANEY, GARTNER

HAD TO SEE THE TWEET;1

THEN DISCOVERED PETER WAS A FREQUENT CUSTOMER (AND FREQUENT TWEETER);2

PULLED THE DATA ON WHAT PETER TYPICALLY ORDERED, 3

WORKED OUT WHICH FLIGHT HE WAS ON; AND ONLY THEN 4

Use real world data to create real world solutions / @isentia / #pria2014

TO ACTUALLY GET IT DONE, MORTON’S...SOURCE: DOUG LANEY, GARTNER

HAD TO SEE THE TWEET;1

THEN DISCOVERED PETER WAS A FREQUENT CUSTOMER (AND FREQUENT TWEETER);2

PULLED THE DATA ON WHAT PETER TYPICALLY ORDERED, 3

WORKED OUT WHICH FLIGHT HE WAS ON; AND ONLY THEN 4

SENT A TUXEDO-CLAD WAITER TO SERVE HIM HIS DINNER. 5

Use real world data to create real world solutions / @isentia / #pria2014

TO ACTUALLY GET IT DONE, MORTON’S...SOURCE: DOUG LANEY, GARTNER

IS YOUR ORGANISATION/

CLIENT EVEN CAPABLE OF SOMETHING

LIKE THIS?

HAD TO SEE THE TWEET;1

THEN DISCOVERED PETER WAS A FREQUENT CUSTOMER (AND FREQUENT TWEETER);2

PULLED THE DATA ON WHAT PETER TYPICALLY ORDERED, 3

WORKED OUT WHICH FLIGHT HE WAS ON; AND ONLY THEN 4

SENT A TUXEDO-CLAD WAITER TO SERVE HIM HIS DINNER. 5

Use real world data to create real world solutions / @isentia / #pria2014

Use real world data to create real world solutions / @isentia / #pria2014

@isentia / #pria2014