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Big Data, Big
Opportunity: Making
Sense of Big Data for
PR & Communicators
Mike Maziarka & Heidi Sullivan
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Big Data, Big
Opportunity:
Making Sense
of Big Data
for PR &
Communications
Heidi Sullivan, Cision, @hksully, @cision
Mike Maziarka, Visible Technologies, @mikemaziarka
What is Big Data?
Data sets so large, so complex that traditional software tools can’t work with them.
Why now?– More data
(volume)
– Velocity (faster rate)
– Types (variety)
Big Data – The Data Explosion
IDC released calculations of the total amount of data now being stored and managed — enough for a
stack of DVDs reaching from the earth to moon and back (about 240,000 miles each way). By 2020, that
stack will reach halfway to Mars.
“By 2020, the amount of data will have grown 44-fold, to 35 trillion gigabytes. Fueling the growth will
be the evolution of all major forms of media – voice, TV, radio, print – from analog to
digital.”
Big Data – Defining the Challenge
“Big Data has such a vast size that it
exceeds the capacity of traditional data
management technologies; it
requires the use of new or exotic
technologies simply to manage the volume alone.”
Moving to Adaptive Intelligence
Sources: Forrester (Maler, Khatibloo), Visible
Static Intelligence
• Single, or limited number of data sources; infrequently updated
Reactive Intelligence
• Predefined data sources; frequently updated
Interactive Intelligence
• Multiple data sources; some real-time
• Insights evolve as data is updated
Adaptive Intelligence
• Interrogate data updated in real time
• Insights reflect a complete picture
Digital Marketing Pressure
Marketers Need Answers Through
Meaningful Insights Now
More information, faster
• More market data
• More data sources
Prove Effectiveness
• ROI on spend
• Contribution to revenue
• Finding opportunity
Market Perceptions
• Customer experience
• Brand reputation
• Competitive positioning
Social Intelligence is core to real-time insights and action
<Digital Marketing>… brings new opportunities, but it also puts more pressure on
marketers to measure and attribute investments to revenue and profit growth.Gartner March 2013
The Social Web Provides Unprecedented
Depth of Information on Niche Topics
• Most blogs are dedicated to a specific topic. Not just real
estate, technology or travel, but Manhattan condos,
Android smartphones, or backpacking in Thailand.
Photo courtesy J.D.
Hancock via FlickrPhoto courtesy Mark
Fischer via Flickr
Photo courtesy Sarah
Fleming via Flickr
The Devil is in the Details
General 23%
Specific 77%
Source: Cision Media Research
1111
How does this impact PR & Communication pros?
1. More data than ever:
• Traditional media shifting to a “digital first”
strategy
1212
How does this impact PR & Commuication pros?
2. More contacts than ever:
• Voices on social sites vie for influence directly
with traditional media.
• Focus is shifting to the social capital of the
influencer, not the media outlet itself.
1313
How does this impact PR & Communications Pros?
3. Big Data can help us work smarter.
What data do YOU have access to?
• Orbitz captures about 1 PB (1,048,576 GB) of
data a year on travel information and the ability
to learn from customer data.
• Collecting and interpreting information about
travel planning behavior to better their product
offering.
Getting to a Better Customer View
1 : Many
1 : Few
1 : 1
Customer Experience
Affinity Marketing
MarketDevelopment
Campaign EffectivenessCompetitive
PositioningBrandAwareness
Targeted Marketing
Market
Segments
Interactions
Integrating Social into the StackKey
InfluencersWhat they really think
(Customer Record is now insufficient)
Integrated Today
Getting to Actionable Insights
Top 3 challenges
• Generating actionable insights from social data
• Integrating social data with other voice of the customer data
• Integrating social data with CRM and other customer data
Mining internal troves of unstructured data
A new breed of language processing tools is deriving deep
insights from customer conversations
Advanced text analytics have arrived
• Going beyond mere sentiment detection, modern tools
also provide context and help to mine for attributes (e.g.
the author’s intent)
• A bird’s eye view of unstructured text will show you what
your customers are trying to ask you for
Source: OpenAmplify
Intent analysis
“I have to ask my sister about which tablet PC to get. She knows all about
those.”
“So many tablets out there! Which one?”
“I’m finally ready to get a tablet. Recommendations?”
What you need to succeed in a
world of Big Data
Digital First: The skills to derive content and insights
from multiple touch points, measurement signals & media
Big Data: New technologies to store, secure, organize
and make sense of massive quantities of information
Influencers: Tools to identify, gain insight into & engage
the tastemakers
Trend Analysis: Data scientists and statisticians to filter
conversations down to predictions and common themes
Semantic Web Intelligence: Utilize both structured &
unstructured data to gain a view of the complete picture
Questions?
Heidi Sullivan, Cision, @hksully, @cision
Mike Maziarka, Visible Technologies, @mikemaziarka
