A Technologist’s View On The Power Of SoLoMo by Jason Anderson - Presented at Insight Innovation...

DATA, BIG DATA, AND TRUTHINESS

“Lies, Damned Lies, and Statistics”

Jason AndersonPresident, Insights Meta

@insightsmetawww.insightsmeta.com

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“All research is $#!^.

It never helps me find what I’m looking for.”

Important executive

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SAMPLE BIAS

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DATA COMPETITION

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COGNITIVE DISSONANCE

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Truth·i·ness:A claim known by intuition to be true, without regard to evidence, logic, or facts

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Internal Data is a Fierce Competitor

• This same executive, while disbelieving primary research, makes significant investments in business intelligence capability

• Where survey and focus group data will always have sample bias, internal databases are flawless representations of the world

• Capabilities previously fulfilled by external agencies are increasingly shifting to internal staff

BI (data)

is 100%

accurate.Business intelligence

professionals reporting to important executive

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The Challenge: Become Trustworthy

(This challenge remains incomplete)

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Two Weaknesses of Internal Data

• Internal data is only quantitative (for now)– This is changing, as text analytics tools evolve

• Internal data only exists for people you have a relationship with (for now)– This is also changing, as commercially available

consumer data becomes less and less expensive

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The Data Universe of Digital Industry

2000

Web traffic

Sales data

Ad data

Consumer research

2010

Social data

CRM

2020

GeolocationPassive

Behavioral data

Deep Profiling

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Research’s Unique Value Proposition?

Past:Collect the data

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Present:Understand the

data

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Future:Predict

questions and behaviors

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Implications

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Fighting the credibility battle with two initiatives:– Qualitative research– Predictive modeling

DATA, BIG DATA, AND TRUTHINESS

Jason AndersonPresident

@insightsmetawww.insightsmeta.com