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DATA, BIG DATA, AND TRUTHINESS
“Lies, Damned Lies, and Statistics”
Jason AndersonPresident, Insights Meta
@insightsmetawww.insightsmeta.com
2@insightsmeta www.insightsmeta.com
“All research is $#!^.
It never helps me find what I’m looking for.”
Important executive
3@insightsmeta www.insightsmeta.com
SAMPLE BIAS
4@insightsmeta www.insightsmeta.com
DATA COMPETITION
5@insightsmeta www.insightsmeta.com
COGNITIVE DISSONANCE
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Truth·i·ness:A claim known by intuition to be true, without regard to evidence, logic, or facts
7@insightsmeta www.insightsmeta.com
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
10@insightsmeta www.insightsmeta.com
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
11@insightsmeta www.insightsmeta.com
Research’s Unique Value Proposition?
Past:Collect the data
12@insightsmeta www.insightsmeta.com
Present:Understand the
data
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Future:Predict
questions and behaviors
14@insightsmeta www.insightsmeta.com
Implications
15@insightsmeta www.insightsmeta.com
Fighting the credibility battle with two initiatives:– Qualitative research– Predictive modeling
DATA, BIG DATA, AND TRUTHINESS
Jason AndersonPresident
@insightsmetawww.insightsmeta.com
