2018 media and influencer analysis of the Data Science industry. #datascience #data

1. 2018 MEDIA & INFLUENCER ANALYSIS:
DATA SCIENCE

2. Apache
Spark
Bayes
Theorem DB Scan
Applied
Math
Statistical
Analysis
Healthcare
IoT
Platforms
Dark Data Data Lake
Blockchain
ETL
Business
Intelligence Python
Study
Models
Platforms DevOps
AI IoT ML Big Data Python Clustering Hadoop D3
Data ScienceData Analytics
Predictive Analytics Data Mining
MEDIA & INFLUENCER ANALYSIS: DATA SCIENCE
391
90 88
38
27
20
17
13 12 10 9 7
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
0
50
100
150
200
250
300
350
400
450
K
D
N
uggets
Z
D
N
et
Forbes
TechR
epublic
C
IOV
entureB
eatTechC
runch
M
IT
Tech
Review
B
usiness
Insider
W
SJ
H
B
RB
loom
berg
Article Count Resonance
WHAT MEDIA IS DRIVING THE NARRATIVE? WHAT TOPICS ARE RESONATING WITH THE MEDIA?
VOLUME OF COVERAGE BY TOP MEDIA
0
500
1000
1500
2000
2500
3000
3500
4000
4500
1/7/18 2/7/18 3/7/18 4/7/18 5/7/18 6/7/18 7/7/18 8/7/18 9/7/18 10/7/18 11/7/18
Coverage Volume
DATA
ANALYTICS
DATA
SCIENCE
DATA
MINING
PREDICTIVE
ANALYTICS

3. MEDIA & INFLUENCER ANALYSIS: DATA SCIENCE
WHO IS INFLUENCING THE CONVERSATION?
INFLUENCER TOP MEDIA CONSUMPTION
JOHN COOK
Consultant, Singular Value Consulting Consultant in
applied math, data science, statistics, data privacy.
Audience Size: 740K
LILIAN PIERSON
Data Scientist, Specializing in Advising, Training &
Coaching, Data-Mania, LLC.
Audience Size: 290K
TYLER RINKER
Data Scientist @ Campus Labs, #rstats enthusiast,
#dataviz geek, and #nlp buff.
Audience Size: 250K
CHRIS ALBON
Author, Python Machine Learning Cookbook. Data
Scientist. Wrote Machine Learning w/ Python.
Audience Size: 31K
KIRK BOURNE
Principal Data Scientist and Executive Advisor,
@BoozAllen. Global Speaker.PhD Astrophysicist.
Audience Size: 220K
MAX TEGMARK
Professor, physics & AI research, MIT Known as
Mad Max for my unorthodox ideas.
Audience Size: 54K
JODI BEGGS
Economist/Writer, Economists Do It With Models, LLC
Behavioral Economist, data scientist.
Audience Size: 250K
TRAVIS HOPPE
Data Scientist, The National Institutes of Health post-punk
scientist / @DCHackAndTell organizer.
Audience Size: 140K
RUMMAN CHOWDHURY
Senior Principal, Artificial Intelligence, Accenture
Responsible AI - TEDx - data scientist.
Audience Size: 6K
Data Science Central 4,216 Forbes 356
KD Nuggets 1,235 ZDNet 137
PwC 684 TechCrunch 97
CIO 939 DZone 95
Towards Data Science 445 HBR 93
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2018-0
1-01
2018-0
2-01
2018-0
3-01
2018-0
4-01
2018-0
5-01
2018-0
6-01
2018-0
7-01
2018-0
8-01
2018-0
9-01
2018-10
-01
2018-11-01
2018-12-0
1
Data Analytics Predictive Analytics Business Intelligence Automation Data Management
INLFUENCER TRENDING TOPICS (LAST 6 MONTHS)

4. MEDIA & INFLUENCER ANALYSIS: DATA SCIENCE
THIS DATA IS IMPORTANT. HERE’S WHY:
TRACKING MEDIA VOLUME AND RESONANCE can help prioritize your media relations strategy in a few different ways. For one,
it might be easy to secure coverage in a publication that writes frequently about a specific topic. Consider this low hanging fruit
resulting in a quick win. Second, you can add more resources to the media publications that have higher resonance with their
readers. The more sharing, engagement and links to the coverage can help you go from measuring just impressions to business
impact.
A QUICK NOTE. While these insights can prove to be valuable, there are additional data points you should consider in
order to maximize your marketing and communications programs - leads & conversions, web traffic, social
engagement, community growth, share of voice, share of coverage and much more.
A DEEP DIVE INTO THE TOPIC ANALYSIS can help you uncover words and language the media uses that you may not have been
aware of. It can inform everything from headlines and bylines, to content published on owned and social media channels. But it
doesn’t stop there. By imitating the media’s usage of language, you instantly become more relevant in the market place (media,
influencers, customers, etc.) and your content will be indexed in Google for the keywords that your audience uses when doing
research in Google.
INFLUENCER MARKETING AND ENGAGEMENT is more than just retweeting and sharing influencer content. It’s more than paying
an influencer to attend an event or write a blog post too. Identifying ”real” influencers and examining their use of social
technology, sharing patterns, media consumption and topical keywords can help drive just about everything you do from a
marketing, communications and content perspective:
• Use the same words they use in bylines, headlines, blog posts, social, web content and yes, press releases (e.g. small nuances
like “Digital Workplace” versus “Digital Workforce” can make a huge difference in relevancy and search engine visibility).
• Pitch the media publications they read/reference the most.
• Engage. Do the basics like following, sharing and retweeting. Also, invest in content partnerships with influencers, target larger
groups of influencers using paid media, or co-collaborate with influencers to create content.

5. MEDIA & INFLUENCER ANALYSIS: DATA SCIENCE
EXPLANATION OF THE
MEDIA DATA
WHAT MEDIA PUBLICATIONS ARE DRIVING THE NARRATIVE?
There are two data points to consider in this analysis–article count
(volume) and resonance. Volume equals the total articles published in the
date range about the specific topic. Resonance equals the corresponding
social interactions (likes, comments, shares in social media, shares in
Reddit and 3rd party inbound links). When an article from a media
publication resonates with readers, they will typically share it in the
channel of their preference.
WHAT TOPICS ARE RESONATING WITH THE MEDIA?
These are the topics most resonating with the media when they cover the
topic analyzed. The larger the box, the larger volume of coverage using
that specific word or phrase. The smaller boxes represent subtopics of the
larger coverage topic.
VOLUME OF COVERAGE BY TOP 10 MEDIA
This is trend data showing the volume of coverage about the given topic
over the last 12 months from the media publications analyzed.
EXPLANATION OF
INFLUENCER DATA
WHO IS INFLUENCING THE CONVERSATION?
This is a sample set of influencers that are driving the conversation
forward (publishing or sharing) about the topic. We use 4 data points to
define and measure influence–reach, relevance, resonance and reference.
• Reach : What is the size of their social community across all digital
channels – blogs, RSS subscribers, published posts, social?
• Relevance : How often do they reference topics and keywords that
define an industry?
• Resonance : When they create content, how far does it travel on the
Internet? Do others engage with it?
• Reference : Are they referenced by other influencers?
INFLUENCER TRENDING TOPICS
This is a trend graph that illustrates the popularity of the core topics and
keywords used by the influencers over time.
INFLUENCER TOP MEDIA CONSUMPTION
This data represents the top media publications consumed, shared and
referenced by the influencers. It tells us what media publications the
influencer read.
Date Range: 2018
For more questions or inquires about this
data, please contact:
MICHAEL BRITO
EVP, DIGITAL & ANALYTCS
MICHAEL.BRITO@ZENOGROUP.COM