Big Data, Big Opportunity: Making Sense of Big Data for PR
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The document highlights the significance of big data for PR and communications, emphasizing the vast growth and complexity of data that outpaces traditional management tools. It outlines the challenges and opportunities that come with big data, including the necessity for adaptive intelligence and integration of social data. Additionally, it underscores the importance of leveraging big data to generate actionable insights and improve customer connections in a digital-first landscape.
Big Data, Big Opportunity: Making Sense of Big Data for PR
- 1. Big Data, Big Opportunity: Making Sense of Big Data for PR & Communicators Mike Maziarka & Heidi Sullivan
- 2. During today’s web seminar, attendees will be in listen-only mode. If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317 Any Q&A not addressed during will be addressed at the end of today’s session Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session
- 3. Big Data, Big Opportunity: Making Sense of Big Data for PR & Communications Heidi Sullivan, Cision, @hksully, @cision Mike Maziarka, Visible Technologies, @mikemaziarka
- 4. 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)
- 5. 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.”
- 6. 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.”
- 7. 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
- 8. 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
- 9. 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 Flickr Photo courtesy Mark Fischer via Flickr Photo courtesy Sarah Fleming via Flickr
- 10. The Devil is in the Details General 23% Specific 77% Source: Cision Media Research
- 11. 1111 How does this impact PR & Communication pros? 1. More data than ever: • Traditional media shifting to a “digital first” strategy
- 12. 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.
- 13. 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.
- 14. Getting to a Better Customer View 1 : Many 1 : Few 1 : 1 Customer Experience Affinity Marketing Market Development Campaign EffectivenessCompetitive PositioningBrand Awareness Targeted Marketing Market Segments Interactions
- 15. Integrating Social into the Stack Key Influencers What they really think (Customer Record is now insufficient) Integrated Today
- 16. 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
- 17. Mining internal troves of unstructured data A new breed of language processing tools is deriving deep insights from customer conversations
- 18. 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
- 19. 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?”
- 20. 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
- 21. Questions? Heidi Sullivan, Cision, @hksully, @cision Mike Maziarka, Visible Technologies, @mikemaziarka
- 22. Thank you! @cision | #cision Marketing.team@cision.com cision.com/us