Tag Archives: Data Mining

Data Mining Power Tools

This post was
originally published on Ascribe’s
blog
.

Like any other form of mining, data mining can be hard,
dirty work if you don’t have the right tools.
Many customer experience professionals resort to hours of
reading or excel manipulation to extract what they can out of their customers’
open-ended feedback.  It might be better than not using it, but it is like
using a rock hammer to dig for oil ‘ you may never get there.
To transform your feedback from unstructured to structured
for actionable insights, you need far more than a rock hammer.  There are
several kinds of ‘power tools’ you can use for data mining depending on your
comment volume, complexity, cost and maturity.  
Here are a few examples:
Data Mining
Technology Options

If you have large data sets and the need to derive meaning,
develop taxonomy or access a query tool, rules-based text analytics (NLP) may
be the right solution.  This technology uses lexicons or dictionaries
alongside series of deterministic rules to identify topics or sentiment, such
as positivity or negativity.
If your program is more about large-scale, repetitive tasks,
machine learning might be in order.  Machine Learning uses artificial
intelligence (AI) to learn how to categorize and interpret text automatically
from a sample of manually classified training examples, so once trained, it can
run as an automated process with minimal intervention.
If the highest degree of accuracy is required, you might do
well with semi-automated classification.  These methods organize the work
intelligently, and optimize human decision-making in classifying customer
comments by using powerful searches.
Selecting the Right
Set of Tools
Sometimes, you need more than one tool to finish the job
quickly and well.  Your needs may change over time, or your data may
become more or less complex.  Be sure to consider all the possibilities as
you select the technologies to use for your data mining and analysis efforts.

Submission Deadline Extended: The Future of Consumer Intelligence Call for Presenters

The Institute for
International Research (IIR) is currently seeking presenters for:
The
Future of Consumer Intelligence

May 19-21, 2014 | Sheraton Universal | Universal City, CA
Due to the high volume of submissions, we suggest you
submit your proposal early and no later than Friday,
September 13th
to Romina Kunstadter,
Conference Producer at rkunstadter@iirusa.com or 646.895.7453.

Mission
A gathering of “consumer culture” collective exploring common ground
across roles and industries for translating behavioral information into
business opportunity. The convergence of technology, social science, and the
humanization of data.

The Audience

Vice Presidents, Directors and Managers in the fields of
Market Research, Consumer Insights, CRM, Innovation, Technology, Marketing,
Analytics, Business Intelligence, Competitive Intelligence, Social Media,
Mobile, Data Mining, Text Analytics, IT, Design & Engineering and
more.

2014 Keynotes

  • Jonah Berger, Author, Contagious Why Things Catch On
  • Ray Kurzweil, Author, Inventor, Futurist, Director of
    Engineering, Google
  • Jer Thorp, Co-Founder, ‘The Office for Creative Research,
    Former Data Artist in Residence at “The New York Times”
  • Simon Thompson, Business Marketing – Industry Solutions,
    ESRI

Speakers receive FREE admission to the conference as well as
any pre-conference activities, workshops or symposium, a $3,000+ value.
Content Areas Include But Aren’t Limited To:
  • The Future Researcher: What Are the Skills, Tools,
    Methodologies, Capabilities & Culture?
  • Future of the Consumer Insights Department: Becoming a
    better listener, crowdsourcing for insights, gamification – engaging your
    consumer, engaging your team to explore and collaborate
  • Turning Data into Meaningful Stories: Innovation,
    methodology and insights as far as storytelling and bringing the message back
    in a memorable and digestable way
  • Becoming Agile & Predictive in Real Time: Leveraging
    technology to make the consumer insights process more streamlined and shorten
    the overall timeline – I am interested in alternative approaches, I think
    consumer are ever evolving in how they like to be surveyed, a lot of people
    fall back on traditional methodologies, but is that always the best?

The Future Consumer: A 360 Degree View
  • The Future of How People Live: Public transit, city
    planners (future landscape), home environment, environmental factors and
    impact, healthcare, values, education, workspace, travel
  • The Future of How People Shop: Online & Off-Line: I
    have a great consumer facing seat but not enough time to think about how to
    engage with my retailers and I need help with that – what are they retailer
    trends and retailing trends
  • The Quantified Self: Wearable technology – customer
    experience is at the heart of all things – the right insight that you get
    will determine what you will be doing and the success
  • Digital Natives

The Convergence of Insights & Intelligence:
Consumer, Social & Cultural
  • Semiotics & Motivation Theory
  • Insights Deciphered through Digital: Big push around emotional
    marketing and I am wondering what comes after that – uncovering triggers and
    activating behind them – a lot would be research but more understanding how
    television and digital are taking insights and translating them
  • Converged Intelligence: When Insights & Intelligence
    Collaborate
  • Leveraging Social Media to Fill the Gaps: Social media
    insights and text analytics pros and cons – how do you create a social
    presence and excitement – social chatter for deeper insights

Big Data for Analytics: Connecting the Dots for a
Holistic View
  • Finding the Way in a Sea of Data: Data point tells you
    what not WHY – you can make inferences but it doesn’t tell you why – you can
    make leaps of faith – most data is about what happened focusing on the
    hindsight instead of understanding insight and foresight and how do we act
    upon it – awakening and invigorating consumer curiosity
  • Successful Data Integration: What big data encompasses
    when it comes to businesses – how do you implement this into your business -
    even if you figure out the direction you want to go in, implementation takes
    a long time as does building a strategy and finding out the technical
    requirements
  • Tools for Digital Marketing: Very interested in learning
    more because this is one of the new tools – The New Marketing – I think in a
    few years most of the people are going to use the Internet to do everything
  • Products that Emerge As a Result of Connecting the Big
    Data Dots
  • Analytics that Changes How Business was Done

Strategy & Action Planning: Data Driven Marketing
for Driving Consumer Strategy
  • Big Data Improving a Consumer’s Life. Insight into Big
    Data – not how can it benefit us but how it can benefit the consumer and the
    key is the quantified application – how your activity can be compared to
    other people
  • Privacy Please! Delivering solutions while protecting
    consumer privacy – knowing how to target your consumer without being
    intrusive
  • Data Forecasts Your Relationship with Competitors: How
    have you used big data to change how you have worked in comparison to your
    competitors?

  • We are also happy to consider topics not listed here that
    you feel would add value and be appropriate. 

Submission Guidelines
Please submit the following to Romina Kunstadter, Conference Producer at rkunstadter@iirusa.com no later than Friday, September 13, 2013. For proper consideration, please include the following information with your
proposal:

  • Proposed speaker name(s), job title(s), and company name(s)
  • Contact information including address, telephone and e-mail
  • Title and objective of presentation
  • Please indicate which topic you plan to address and please
    indicate what is NEW about the presentation
  • Summary of the talk
  • What the audience will gain from your presentation (please
    list 3-5 key “take-aways”)
  •  

If your submission is selected, portions of your bio and
summary will be used to promote your participation. In an effort to ensure the
utmost quality, all final presentations will be subject to review by our
content review board one month prior to the event.

Sponsorship & Exhibition Opportunities

If you are interested in sponsorship or exhibit opportunities please contact
Jon Saxe, Business Development Manager at jsaxe@iirusa.com or 646.895.7467.

Interested in Becoming a Media Partner or Featured Event Blogger?
Contact Kacey Anderson, Marketing Manager at kanderson@iirusa.com

Due to the high volume of response, we are unable to respond to each
submission. All those selected to participate as speakers will be notified
shortly after the deadline.

Thank you for your interest in The Future of Consumer Intelligence. We look
forward to receiving your proposal!

Best,
The FOCI Team
@TMRE

Official Call for Presenters Now Open: The Future of Consumer Intelligence

The Institute for International Research
(IIR) presents
The Future
of Consumer Intelligence

May 19-21st, 2014 | California

Due to the high volume of submissions, we suggest you submit your proposal
early and no later than Friday August 30th to Romina Kunstadter, Conference
Producer at Rkunstadter@iirusa.com or 646.895.7453

Mission

A gathering of “consumer culture” collective exploring common ground
across roles and industries for translating behavioral information into
business opportunity.

Specific Topical Discussions Include:

  • The Convergence of Insights & Intelligence: Consumer,
    Social, & Cultural
  • Big Data & Analytics: Connecting the Dots for a Holistic
    View  
  • Strategy & Action Planning:  Data Driven Marketing
    for Driving Consumer Strategy 

****Please see below for what topics our audience said are top of mind for
them***
Two NEW Symposia’s
  1. The Future Researcher: What are the skills, tools,
    methodologies, capabilities & culture – turning data into meaningful
    stories, digital disruption, the entrepreneurial spirit, becoming agile &
    predictive, engaging your consumer.
  2. The Future Consumer: A 360 degree view: What is the future
    of how people live, how they shop, how they can be engaged.. understanding
    behavior, the quantified self, and generation next.

The Audience
VPs, Directors, & Managers in the fields of Market Research, CRM,
Innovation, Technology, Marketing, Analytics, Consumer Insights, Business
Intelligence, Competitive Intelligence, Social Media, Mobile, Data Mining, Text
Analytics, IT, Design & Engineering. Speakers receive FREE admission to the
conference as well as any pre-conference activity such as workshops or
symposium.

Sponsorship & Exhibition
Opportunities

If you are interested in sponsorship or exhibit opportunities please contact
Jon Saxe, Business Development Manager at jsaxe@iirusa.com or 646.895.7467.

Interested in Becoming a Media Partner
or Featured Event Blogger?

Contact Kacey Anderson, Marketing Manager, at kanderson@iirusa.com.


Call for Presenters:

  • For consideration, please email Rkunstadter@iirusa.com with the following
    information by Friday, August, 30th, 2013.
  • Proposed speaker name(s), job title(s), and company name(s)
  • Contact information including complete address, telephone,
    fax number and e-mail
  • Talk title
  • The main theme you plan to address
  • Summary of the presentation (3-5 sentences)
  • Please indicate what is NEW about the presentation
  • What the audience will gain from your presentation (please
    list 3-5 key “take-aways”) 
  • Of the Audience above who would this most appeal to?
  • Previous conference experience
  • Short bio
  • Due to the high volume of responses, we are unable to
    respond to each submission. All those selected to participate as speakers will
    be notified shortly after the deadline. 

Thank you for your interest in The Future of
Consumer Intelligence
. We look forward to receiving your proposal! Here are some of the topics
attendees said are top of mind for them:

The Future Researcher:
What are the Skills, Tools, Methodologies,
Capabilities, & Culture
Topic: Future of Consumer Insights Department
Becoming a better listener/ Crowd sourcing for insights/ Gamification -
engaging your consumer/ Engaging your team to explore & collaborate

Topic: Turning Data into Meaningful Stories
Innovation, methodology and insights as far as storytelling and bringing the
message back in a memorable & digestible way

Topic: Becoming Agile & Predictive in Real Time

Leveraging technology to make consumer insights process more
streamlined and shorten the overall timeline- I am interested in alternative
approaches- I think consumers are ever evolving in how they like to be
surveyed- a lot of people fall back on traditional methodologies but is that
always the best?

The Future Consumer: A 360 Degree View
Topic: The Future of How People Live
Public Transit, City Planners (Future Landscape), Home Environment,
Environmental Factors and Impact, Health Care, Values, Education, Workspace,
Travel)

Topic: The Future of How People Shop: On-line & Off-line
I have a great consumer facing seat but not enough time to think about how to
engage with my retailers and I need help with that- what are retailer trends
and retailing trends

Topic: The Quantified Self
Wearable technology- customer experiences is at the heart of all things- the
right insight that you get will help determine what you will be doing and the
success

Topic: Digital Natives

The Convergence of
Insights & Intelligence: Consumer, Social, & Cultural

Topic: Semiotics & Motivation Theory

Topic: Insights Deciphered through Digital
Big push around emotional marketing and I am wondering what comes after that-
uncovering-triggers and activating behind them-a lot would be research but more
would be understanding how television and digital are taking insights and
translating them

Topic: Converged Intelligence: When Insights & Intelligence Collaborate
Topic: Leveraging Social Media to Fill the Gaps
Social media insights & text analytics pro’s & cons- how do you create
a social presence & excitement – social chatter  for deeper insights

Big Data & Analytics: Connecting the
Dots for a Holistic View
Topic: Finding the Why in a Sea of Data
Data point tells you what not WHY- you can make inferences but it doesn’t tell
you why- you can make leaps of faith- most data is about what happened focusing
on the hindsight instead of understanding insight and foresight and how do we
act upon it- awakening and invigorating consumer curiosity

Topic: Successful Data Integration:
What Big Data encompasses when it comes to businesses- how do you implement
this into your business- even if you figure out the direction you want to go
in, implementation takes a long time as does building a strategy and figuring
out the technical requirements

Topic: Tools for Digital Marketing: Digital Marketing
Very interesting in learning more because this is one of the new tools tThe new
marketing- I think in a few years most of the people are going to use Internet
to do everything

Topic: Product’s that Emerge As a Result of Connecting the Big Data Dots

Topic: Analytics that Changes How Business was Done

Strategy & Action Planning:
  Data Driven Marketing for Driving Consumer Strategy
Topic: Big Data Improving a Consumers LifeInsight into big data- not how can it
benefit us but how it can benefit the consumer and the key is the quantified
application — how your activity can be compared to other people

Topic: Privacy Please!(Delivering solutions while protecting consumer privacy-
knowing how to target your consumer without being intrusive)

Topic: Data Forecasts your Relationship with Competitors How have you used big
data to change how you have worked in comparison to your competitors?

Best,
The FOCI Team
@TMRE

The Big V’s of Big Data: Turning Information Overload into Big Sales

The three V’s (Velocity, Volume and Variety) are known for
most of the visitors on this platform to describe big data. However, sometimes
also the V of Value is mentioned or in this case the V of Viability. The below
infographic describes viability as carefully selecting those attributes in the
data that are most likely to predict outcomes that matter most to
organizations. As many big data scientists believe that 5% of the attributes in
the data are responsible for 95 percent of the benefits, paying attention to the
most important attributes can be very rewarding:
This infographic was
created by Big Data Software

A Look at the History and Future of Predictive Analytics and Big Data

How is the ‘big bang’ effect in predictive analytics changing modern life? 

This infographic illustrates how innovations over the past 70+ years have led to a new era that will revolutionize research and development, touch every type of business, fundamentally change the way individuals make personal decisions, and enable governments to reinvent the way they operate.

The Problem with Big Data in the Entertainment Industry

These days, everyone is talking about Big Data. Every day,
we create 2.5 quintillion bytes of data. According to IBM, 90 percent of the
data in the world today has been created in the last two years alone. This data
comes from everywhere: sensors used to gather climate information, social media
posts, digital pictures and videos, purchase records, and cell phone GPS
signals. This is Big Data. But, for Melva Benoit, senior VP, consumer insight
and audience research at Fox Broadcasting, Big Data is ‘a pain.’
At last year’s TMRE,
Benoir sat down with IIR’s Marc Dresner to discuss Big Data and how it is overused in the
entertainment industry. It should represent a volume in size, when it actually
represents everything that goes beyond the standard data that we currently get.
Benoit runs the research group for Fox Broadcasting. ‘The easy
way I like to explain it to people is I help management understand who’s
watching, who’s not and why. So, everything from analyzing metrics to program
testing,’ she commented.
She has several executives that are very excited about Big
Data and about collecting every single metric and statistic about viewers that
come to the Fox network. Benoir feels that people are getting lost in the name
of Big Data when it’s about actually paying attention to the three or four
metrics that matter.
‘For my industry, when you are talking about measurement you
only need four. So, I need to know what you are watching, the time you are
watching it, how long you spend with it, how many and where. Once I understand
those, I can create multiple calculations to get different types of analysis,’
she explained. ‘Once you start adding more things, the metrics loose relevance
and don’t mean anything.’
Moving to the idea of behavior prediction, Benoit feels
there are some industries that would be thankful to have predictions, some
industries haven’t changed so they can be predictive by looking at data, but in
the entertainment industry the sheer number of variables makes it impossible to
predict a hit television show.

Watch the full interview below:

Big Data ‘ different names for the same thing?

Okay, we
cannot avoid the truth. Obviously ‘Big Data’ is here to stay. 

For myself
I can say that I am by no means a Big Data expert. Large surveys with more than
3.000 participants still have the ability to impress me regarding the enormous amount
of data. Maybe I am ‘old school’ :-) 

Nevertheless
I am curious to learn more about ‘Big Data’. Doing so I recognized
a lot of well known things from the very beginning of my market research career.
Once upon a
time I was working for a German telecommunication company. That was the time
when mobile phones were primarily used for calling and messaging and smartphones
haven’t been invented yet.
Big brands were
called Nokia, Siemens and Sony Ericsson and not Apple and Samsung’ However, for
each of the more than 20 million customers every minute calling, every message,
every megabyte of data was recorded, primarily to bill the right amount of money
(flatrates were an exception, mainly offered to and used by business customers). There has been ‘Big Data’ 10 – 15 years ago. 
Similar to
now, one of the big challenges in this time was to find solutions of getting
use out of the huge amount of data that has been growing minute by minute,
hour by hour, day by day’ 
Why? Because
there was (and there still is) a need to understand consumers’ behavior in
order to serve the right customer with the right offer at the right time’ An increase
in efficiency regarding campaign management was the order of the day, especially
in times when the market has got more and more saturated. So analytical CRM came
into play and was fueled by Data Mining.
We did a lot of interesting project combining
records from the data warehouse with market research results in order to
predict behavior. This was a challenge not only because of data protection
laws.
I really
like the word ‘Data Mining’ because to me it bears some fine connotations such
as ‘craftsmanship’ and ‘working hero’.  In my perspective the attractiveness of Data Mining declines during the past 10
years, but neither I know exactly if this is true nor understand why the
perception has changed.
Now we are having
not only big data but ‘Real Big Data’. I am pretty sure that ‘Data Mining’
already has experienced a revival because of what is now called Big Data. And again
I am by no means expert for this.
Maybe you are as curious as I. Let’s learn
more about Big Data at TMRE via the ‘Data Analytics and BIG Data’ sessions (and
maybe about the “rebirth of Data Mining’.

———–

Today’s guest post is from Christian D??ssel (@olympiamilano). Christian is Senior Research Director at MM-Eye, a market research and research consulting firm in Hamburg / Germany helping clients from US and Asia to research Europe.
He has worked for TNS, TBWA and other advertising, strategy and market
research agencies helping clients from industries such as finance,
transport and logistics, telecommunication and entertainment to
understand consumers through market research and to increase
implementation excellence. He will be live blogging from The Market Research Event 2012 this November 12-14 in Boca Raton, Florida. If you’d like to join him, register today and mention code TMRE12BLOG to save 15% off the standard rate!