Tag Archives: MADS

Must See Talks from KNect365′s Spring Insights 2017 Events

From former gang leaders, to cyborg anthropologists, to
biomimicry experts- KNect365′s Must See Talks will challenge you to look at
problems in a whole new way and become an ignitor of change for your organization.
‘The Centrality of a Detailed Understanding of your
Audience’ ‘ Haile Owusu, Chief Data Scientist, Mashable
Marketing Analytics & Data Science
April 3-5, 2017
San Francisco, CA
Use code MADS17LI for $100 off.
Buy tickets to see Haile: https://goo.gl/YqXZdx
‘The Consumer Influence ‘ and Impact ‘ of Virtual
Reality’ ‘ Jeremy Bailenson, Founding Director of Stanford University’s Virtual
Human Interaction Lab at Stanford University
TMRE in Focus
May 1-3, 2017
Chicago, IL
Use code FOCUS17LI for $100 off.
Buy tickets to see Jeremy: https://goo.gl/c2UdIv
‘Originals: How Non-Conformists Rule the World’ ‘ Adam
Grant, Professor, Author of Give and Take and Originals at The Wharton School
of Business at the University of Pennsylvania
June 20-22, 2017
Minneapolis, MN
Use code OMNI17LI for $100 off.
Buy tickets to see Adam: https://goo.gl/oUB85g
‘Underdogs, Misfits
& the Art of Battling Giants’ ‘ Malcom Gladwell, Best-Selling Author of
Outliers, The Tipping Point and David & Goliath
TMRE: The Market Research Event
October 22-25, 2017
Orlando, FL
Use code TMRE17LI for $100 off.
Buy tickets to see
We hope to see you this

The KNect 365 Event Team

The Ruthless Efficiency of Algorithms is Advancing Digital Frontiers

We recently caught up with Alistair Croll, Visiting
Executive at Harvard Business School as well as our Marketing Analytics &
Data Science Conference keynote speaker, to discuss the state of marketing
analytics and data science, and where it’s going in the future.
Today, Croll helps to accelerate startups, and works with
some of the world’s biggest companies on business model innovation. As an
entrepreneur, he co-founded Coradiant; the Year One Labs accelerator; and a many
other startups. Not to mention, he’s a sought-after speaker, and has launched
and chaired some of the world’s leading conferences on emerging technology,
including Startupfest, Strata, Cloud Connect, and Pandemon.io. Croll is also the
author of four books on technology and entrepreneurship, including the
best-selling Lean Analytics, which has been translated into eight languages.
What is the state of
the data science and analytics industry in 2017?

Croll: There is a realization that data itself doesn’t lead
to answers. This is really maturity: It’s asking the right question that’s
hard. Big data is replacing business intelligence, but most of it is still
being used to run reports and batch processes’rather than to find advantage or
At the same time, feeding the corpus of data into learning
algorithms holds promise. Those with the authority to do so are pointing
machine learning at their data seta to find correlations, then testing those
for causal relationships they can exploit.
What have been the
biggest changes data science and analytics since you started your career?

Croll: I’m not an analyst by trade. But the biggest change
is clear: once, we first defined the schema, then collected data. Now, we
collect the data, then define the schema.
In other words, “Collect first, ask questions
later.” This is a huge difference, but it has sort of snuck up on us. It
means we can iterate more, answering questions and adjusting our lines of
Have the influx of
social media and mobile made your job easier or harder?

Croll: More data sets mean more potential insights, but also
more spurious correlations. So it’s a two-edged sword.
How is data science
and analytics transforming every industry right now?

Croll: The simple, and somewhat terrifying, truth is that AI
gets unreasonably powerful, very quickly. Whether driving a car, or playing a
video game, or diagnosing a disease, or optimizing the design of an aircraft
part, algorithms are better than humans. They don’t get tired; they make fewer
mistakes; they don’t take breaks.
And what do we feed such algorithms? Data. There is no
industry that will not be changed by the ruthless efficiency of algorithms
advancing its digital frontiers.
Why is data science considered
the ‘sexiest job of the 21st century’?

Croll: Data science is the intersection of statistics,
critical thinking, and engineering. It requires a sense of narrative, and the
ability to build something. It’s that element of engineering that distinguishes
it from simple analytics, because it builds things that become products, or
processes. Rather than running a report, it improves the report’s results.
If big data is oil, data science is the refinery that makes
it usable.
What is the biggest
challenge in data science and analytics today?

Croll: We are still, sadly, trying to replace opinions with
facts. My good friend Randy Smerik argues that there’s no such thing as big
data: An airline that knows you’re running late fails to update your hotel;
false positives about in credit card management.
His point is that while we have tremendous amounts of data,
we seldom apply them to significantly improve the business or the customer
experience because doing so means making fundamental changes to the organization,
job descriptions, customer policies, and so on.
Where do you see data
science and analytics moving in the next 5 years?

Croll: Democratization, with the help of smart agents.
Pundits have been saying that for a long time, but in the last couple of years
tools like Cortana, Google Now, Siri, and Alexa’as well as various chat
interfaces like Slack, Sophos, and Skype’are going mainstream.
I also think that insurers will put significant pressure on
companies to implement better analytics and algorithms because it will be too
risky to do otherwise. If the organization can know everything about itself all
the time, it will be expected to do so. “We didn’t know this was
happening” will no longer be an excuse. And consequently, algorithms that
can parse all of that data and reduce risk will be mandatory.
Hear more from
Alistair during his keynote session, ‘Don’t’ Get Duped by Data’ at the
Marketing Analytics & Data Science Conference April 3-5, 2017 in San
Francisco, CA.

Data science and marketing analytics are transforming every
industry. There is a reason why it is being called the sexiest job of the 21st
century. Calling all professionals that want to harness analytics and data
science! Do you realize how critical you are to the future of your organization?
Learn more here: https://goo.gl/CbYosj

Use our exclusive
Blog discount code MADS17BL for $100 off the current rate. Buy your tickets

Image Recognition and the Future of Digital Analytics

This post was originally
on Kelton Global’s Blog.

The days of text-centric social feeds are officially long
gone. A whopping 1.8 billion images are uploaded to the Internet daily
and of those, 350 million are shared on Facebook. Instagram recently
surpassed 500 million active users, and Snapchat now has more active users than Twitter. The content that flows
into our social feeds is more heavily optimized than ever to deliver more of
what people want’less text and more visuals.
Brands have adapted their social content strategies
accordingly by delivering more visually immersive experiences. And while we’re
seeing significant shifts in branded content, this influx of visual content has
yet to herald a commensurate change in social analytics. Accordingly, few gains
have been made to measure and derive insights from the contents of images or
video. Social listening has historically focused on the challenges of text-based
analysis’specifically, the challenge of determining the context and meaning
behind posts. But as social media habits evolve, it’s clear that deriving
insights from pictures is an increasingly important aspect of understanding
consumers. That’s where image recognition comes into play.
Brands have adapted
their social content strategies accordingly by delivering more visually
immersive experiences.

Simply put, image recognition is the process of translating
images to data. Photos and images can reveal a wealth of data
points’demographics, purchases, personalities, and behaviors (just to name a
few). Through next generation image recognition, a mere selfie may reveal a
person’s gender, approximate age, location disposition, and even the clothing
brands that the person is wearing. As text-centric media takes a backseat to
image and video, the opportunity to understand the contents of these formats
grows. These insights represent a veritable treasure trove of actionable data
for brands.
Tools that analyze image and video-based content are still
in development, but increased investment in research is already impacting
commercial products and how they’re advertised. One example is brand logo
recognition’scanning images for brand logos, and flagging them with the
corresponding brand names. This tool is especially powerful considering that 80% of photos shared online depict a brand logo but don’t
explicitly call out the brand’s name.
 This fact points to a sizable
opportunity for companies to measure and understand the impact of these formerly
inaccessible data points.
Photos and images can
reveal a wealth of data points’demographics, purchases, personalities, and
behaviors (just to name a few).

As an example of how this applies to brands, Kelton’s
Digital Analytics team took a look at the scores of backyard BBQ photos that
flooded public forums, blogs, and social feeds over the recent 4th of July
holiday. We experimented to see which of two quintessentially American beverage
brands’Coca-Cola and Budweiser’netted more published images of
patriotically-themed bottles and cans (as well as other forms of branding) on
social media.

In the end, Coca-Cola branding was twice as prominent as
Budweiser’s. We found that Coke bottles and cans popped up in more diverse
settings such as public parks and inside motor vehicles, whereas Budweiser was
predominantly found in bars and house parties. Coke also aroused greater
sentiment around the theme of Americana, as many consumers
photographed vintage Coca-Cola gear and opted for bottles over cans. This might
explain why Coke captured a significantly greater share of social mentions than
This example illustrates several ways that brands can
leverage image recognition technology to build actionable insights:
Ethnographic data ‘ Identify where, when
and how often brands are showing up in people’s lives.
Updated brand health analysis ‘ We now have
a more comprehensive point of view of brands’ online footprint.
Sponsorship and Branding ROI ‘ Extend the
value of branding and sponsorships shared via online news, blogs and social
media through a multiplier effect.
Influencer identification ‘ Find authentic
brand advocates who consume and spotlight your merchandise.
Misuse use of brand iconography ‘ Surface
content that depicts improper usage of brand’s logo or other creative assets.

In today’s ever-shifting social media landscape, it’s never
been more important for brands and their partners to stay aware of the new and
emerging capabilities that can help better understand consumers’ behavior
online. Image recognition is just the beginning. From AI startups to instant
objection recognition devices
, the mobilization and fusion of research,
tech, and capital is quickly reshaping the way we think about analytics. These
new tools will add even more contextual understanding to sentiment on social
platforms, empowering brands to understand consumers like never before.

Full Agenda Revealed – Marketing Analytics & Data Science 2017

When Data Science and Marketing Analytics are at their best,
they can give the business super powers.

But ‘with great power, comes great responsibility.’

The Marketing Analytics and Data Science event
ensures you walk away armed and ready to elevate yourself with in the business:
learn how your peers have applied analytics and data science to solve complex
problems; enable improved decision making; and uncover new opportunities and
increase ROI.

Rare Speaking Appearances by the Best in the Industry:

Including Hal Varian ‘ Chief Economist at Google, Hilary Mason ‘ Former Chief
Scientist at BIT.LY, and Stan Sthanunathan – Executive Vice President -
Consumer & Market Insights at Unilever.

3 Days & 30 Sessions designed for learning and networking. Build stronger
impact, understanding and knowledge to present ideas in a way that maximizes
the impact of your work.

Explore the 2017 Program Now: https://goo.gl/l3QgRS

Hone your craft with the latest tools and techniques in data
science and analytics. Build stronger impact, understanding and knowledge to
present ideas in a way that maximizes the impact of your work. Become the Data
Science and Analytics superhero you always knew you could be.
Use exclusive LinkedIn discount code MADS17BL for an
additional $100 off. Don’t miss out: https://goo.gl/l3QgRS
We hope to see you in San Francisco!
The Marketing Analytics & Data Science Team

Marketing Analytics and Data Science 2017 – Save the Date

Save The Date!
April 3-5, 2017, San Francisco, CA
The U.S. election results proved that there is an urgent
need to improve our prediction models and statistical analysis. Thankfully,
Data science and Advanced Analytics are starting to lead the charge, and that’s
a fundamental reason it’s being called the sexiest job of the 21st century.

The Marketing Analytics and Data Science
is your opportunity to go beyond the data and identify hidden
insights. How can you work together to filter through all the clutter of data
and deliver results that really make a difference?

You are more powerful together than you are on your own!
Join Superheros from:
Director, Alibaba Group
Chief Data Scientist, Mashable
Founder and CEO, Fast Forward Labs
Head of Customer Experience Analytics and
Experimentation, Paypal
Economic Research Scientist, Netflix
EVP Insight, BBC Worldwide
Chief Economist, Google
Visiting Executive, Harvard Business School
And more!
Use exclusive LinkedIn discount code MADS17BL and save $100!
Buy your tickets here: http://bit.ly/2gEIb6e
We hope to see you in San Francisco next spring!
The Marketing Analytics & Data Science Team