Applying Human Context to Data
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The panel discussed applying a human context to data in marketing and advertising. They explained that past data only shows certainty, while present data deals with probability, and future data focuses on possibility. Understanding these three dimensions is key to incorporating the human element into data. The panel also discussed how social media data can provide insights into human behavior, attitudes, and neurographics. However, agencies need to go beyond demographics and psychographics to understand how data relates to how people perceive, think, feel and make decisions.
![NEUROGRAPHICS [neu-ro-graph-ics] plural:
The statistical characteristics of human cognition and their
relationship to common behavioral attributes that identify
the predictable drivers of decision making cause and effect.](https://image.slidesharecdn.com/2013-5-agency-burnhammarketing-130510103255-phpapp02/85/Applying-Human-Context-to-Data-2-320.jpg)
Applying Human Context to Data
- 1. Leah Spalding, VP - Western Region, Dynamic Logic, Millward Brown's Digital Practice Brian Doyle, Sr. Director Mobile Sales & Strategy Development, ESPN Dan Hill, President, Sensory Logic & Author, "Emotionomics" Session Leader: Jason Burnham, Partner & Social Engineer, Burnham Marketing Applying Human Context to Data
- 2. NEUROGRAPHICS [neu-ro-graph-ics] plural: The statistical characteristics of human cognition and their relationship to common behavioral attributes that identify the predictable drivers of decision making cause and effect.
- 3. The Force of Certainty: Past Thinking The Force of Probability: Present Thinking The Force of Possibility: Future Thinking Rational Risk Adverse Fears Change Quality Driven Seeks Truth Skeptical Prudent Validates Analytical Selective Practical Realistic Controlled Process Driven Seeks Order Utilitarian Methodical Plans Compares Organized Optimistic Impulsive Aspirational Hope Driven Individualistic Spontaneous Enthusiastic Fickle Chaotic Proactive
- 5. Introduction Communication Understanding Perception Motivation Behavior Satisfaction Result Learning Express Share Favor “How It Should Look” “How It Should Be Said” “What They Will Need ” “How It Will Resonate” “What It Will Take” “How They Will React” “Will It Fulfill Them” “What It Will Be” “What It Will Require” “How They Do It” “To What Extent” “In Relation To” ADDRESSABLE PROSPECT CUSTOMER ADVOCATE
- 6. OBJECTIVE: Position .NET as the TLD for small business AUDIENCE: Small Business Owners & Entrepreneurs KEY MEASURES: Awareness, Familiarity, Favorability, Intent METHODOLOGY: Control/exposed comparisons, 1700 respondents
- 7. PROBABILITY PRESENT THINKING POSSIBILITY FUTURE THINKING CERTAINTY PAST THINKING MindTime® is a registered trademark of MindTime Inc. © 2009 MindTime Inc. Patent Pending.
- 9. SportsCenter Is… 35 years in the making …and still innovating 9
- 10. SportsCenter Is… An ESPN Driver 113 Million Fans EveryWeek Source: ESPN All Day, Every Day Fall 2012 10
- 11. 11 11 62 Million Fans on Non-TV Media 55% of Fans Are Using Our Non-TV Platforms at Any Given Moment Source: ESPN All Day, Every Day Fall 2012
- 12. 12 6PM SportsCenter + 3% increase among A18-49 Jan.‘12 vs. Jan. ‘13 SC Instant Replay The first-of-its-kind 73% over-delivery on ESPN video ad starts Source: Nielsen Media Research, Live US Rtgs; Arbitron Nationwide, Fall 2012 SportsCenter Is… the Leader on Every Screen SportsCenter Live No. 2 watched program on WatchESPN Directly behind Notre Dame vs. Alabama: 2013 Discover BCS National Championship game SportsCenter Live No. 4 ranked ‘Sport’ on WatchESPN via iPad Behind football, basketball, tennis SportsCenter Updates Every 30 Minutes .5 Million Weekly Reach, + 16% vs. 2010 Jan. ‘13 Jan. ‘13
- 13. Best Available Screen Usage of TV, Internet and Mobile is place-based: Users select the best available screen
- 14. 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am 5am ESPN.com ESPN Mobile ScoreCenter WatchESPN ESPN Nets October 2012 College Football ESPN Media Assests Net Users by Hour Saturday Web/MobilePersons(000) TVPersons(000) Source: Nielsen NPOWER Reach (ESPN, ESPN2, ESPNEWS) for TV; Adobe/Omniture for Web/Mobile; Saturday, October 6th, 2012
- 15. 0 2,000 4,000 6,000 8,000 10,000 12,000 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 5,500 6,000 6,500 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am 5am ESPN.com ESPN Mobile ScoreCenter WatchESPN ESPN Nets October 2012 NFL ESPN Media Assests Net Users by Hour Sunday Web/MobilePersons(000) TVPersons(000) Source: Nielsen NPOWER Reach (ESPN, ESPN2, ESPNEWS) for TV; Adobe/Omniture for Web/Mobile; Sunday, October 7th, 2012
- 16. Source: Adobe Omniture, 9/10/12 – 9/16/12; Index = Index of per hour page views relative the typical hourly traffic for that platform • MORNING: Standings, Player Statistics, Game Recaps • MIDDAY: Preview Pages, Schedule, Features/Stories • LATE AFTERNOON: Game Previews, Fantasy • EVENING: Gamecast, Boxscores, Scoreboard Mobile MLB Traffic Flow
- 17. 17 Not Who Won but How They Won Social Conversation Context and Perspective Live Pressers and Headlines The Biggest Stories of the Day What’s Now Is What’s On The Day in Sports Closing out the Night’s Events Your Weekend Ticket 18 hours of live coverage guides fans throughout the sports day 17
- 18. 1) What is currently the biggest problem with big data and how it is being utilized for marketing and advertising? 2) How should we define the "human" element and how do we incorporate this understanding of people into an increasingly data-driven industry? 3) What is the social media's role in understanding human behavior and where are agencies falling short?