Big Data creates big brand-building opportunities. Do you know how to use it effectively? It’s as easy as tapping into social media intelligence and doesn’t require an additional investment in IT resources. Heidi Sullivan of Cision and Mike Maziarka of Visible Technologies explore the basics of Big Data and how to leverage it to positively impact your brand.

1. Big Data, Big
Opportunity: Making
Sense of Big Data for
PR & Communicators
Mike Maziarka & Heidi Sullivan

2. During today’s web seminar,
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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