Published on March 3, 2014
Big Data: Metrics, Myths, Power Jennifer A. Fell Technical Content Strategist Expert Support, Inc. email@example.com
“Big data is the electricity of the 21st century—a new kind of power “A Revolution That Will that transforms everything it touches Transform How We Live, Work, in business, government, and private and Think.” life.” - Viktor Mayer-Schonberg, Kenneth Cukier - Paul Sonderegger, Oracle Big Data Strategist “[the Big Data Era] will bring the biggest opportunity for companies and individuals in technology since the dawn of the Internet.” - Rob Thomas, IBM Vice President, Business Development
Why me? Bu Data sin ess Content
Our time together Big Data: What is it? Why does it matter? Big Data: What does it mean for content professionals? Metrics and Power: Words to the wise
What is Big Data? The Four V’s Volume Variety Velocity Veracity (Variability)
The promise “Simply put, because of big data, managers can measure, and hence know,* radically more about their businesses, and directly translate that knowledge into improved decision making and performance.” Big Data: The Management Revolution * JFELL: Really? by Andrew McAfee and Erik Brynjolfsson
The potential Source: McKinsey Global Institute
It’s beginning to happen Sensors everywhere Neonatal intensive care Railroad cars Food products Perimeters of secure facilities Mobile phones Social media posts combined with other data Location information to push location-dependent offers Transaction history to predict and prevent customer churn Social connections: “If one person defects from a product or service, other people with social connections to that customer may also do
The voice of the customer Old: siloed “Definitions centered around Customer surveys Focus groups, and Other forms of market research” New: comprehensive “The complete understanding of customer opinions and sentiment attached to your brand, products and services, regardless of channel or touchpoint” “Understanding the Voice of the Customer,” HP Autonomy
What can we learn about our content Real-world, real-time experiences of “unobserved” users Holistic view: Sentiment combined with actions Cross-business correlations Case study by Andrea Ames at IBM: Does content increase the perception of IBM as a thought leader in Big Data?
Entry points for content teams 1.Choose a small, specific question 2.Set up the tracking elements that you need. Ex: Twitter acct 3.Prototype with standard analytic tools and approaches Google search results and analytics Twitter Facebook 1.Iterate 2.Find out who’s working with Big Data in your organization
Metrics, content, and power Metrics have power. Metrics transform opinion into fact and reduce emotion in decision-making Give the right power to the right person or team. Different metrics based on level of an organization, functional groups Measure the things that matter. Prove value. Have a closed-loop metrics process. Be realistic. Big Data isn’t always hard data. Summarized from the workshop “Creating a content strategy ecosystem” by Ames and Riley.
Call to action: Part 1 “Big data is out there. The trick is finding ways to make it work for your company.” - Adi Ignatius, Editor in Chief, Harvard Business Review
Call to action: Part 2 SHARE
Thank you Jennifer A. Fell Technical Content Strategist Expert Support, Inc. firstname.lastname@example.org @jenniferfell www.linkedin.com/in/jenniferfell Acknowledgements and Thanks Andrea Ames Content Experience Strategist/Architect/Designer IBM @aames Alyson Riley Content Strategist IBM @ak_riley
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