In September, I had the opportunity to speak at TED@IBM in San Francisco about the implications of a data-rich world, and what we can do, as businesspeople, citizens, and consumers, to use it to our best advantage.
Since then, I've had dozens of conversations — at conferences, in person, online and serendipitously — about the two main themes of the talk: how do we extract real insight from data, and how do we do so in a way that actually retains and builds trust?
These are huge questions, and they deserve serious and ongoing investigation. This will be the core of my research agenda this year. I'll be speaking with technology users, business leaders, entrepreneurs, scholars and technologists to better understand how they see these challenges and what they can tell us about how to extract insight from complex data at scale. We'll look at emerging technologies, changing organizational dynamics, research methodologies and decision-making. We'll look at the criteria needed to deliver capabilities such as predictive analytics, and how they affect tool requirements, culture and organizational design.
And I'll be breaking down discussions of "ethics" — so easy to push aside in favor of more "concrete" issues--into actionable themes that we, as an industry, must address. Where we get our data, how we extract and enrich it, how we mix it with other data, how we use it and how we communicate about what we're doing — all are open to scrutiny. As part of this research, I'll be looking at existing case law, speaking with the legal community and working with colleagues at The Big Boulder Initiative--a group of academics, brand representative and technologists — who are passionate about advancing the useful and ethical use of social data.
This document is just a first step toward setting context for the many disruptions of ubiquitous and complex data, but it includes preliminary frameworks to help us examine these issues in more detail, and recommendations on what steps to take to use data strategically and ethically in a business context.
I hope it acts as a catalyst for further discussion, and I'll be building on and deepening these findings throughout the year.
As always, please weigh in with questions and feedback. I'll link to substantive posts, as always.
This document is just a first step toward setting context for the many disruptions of ubiquitous and complex data, but it includes preliminary frameworks to help us examine these issues in more detail.
In my last post, I discussed some themes for 2015, one of which was an imperative for us as an industry to get serious about digital ethics.
I’m not generally a fan of annual predictions; they always remind me of a carnival in which you’re encouraged to “pay no attention to the man behind the curtain”; you almost never win the giant teddy bear.
In a moving talk, she explains why, as we receive more and more data, we need to deepen our critical thinking skills.
Marketers are struggling with a customer journey that has become more complex than ever. The journey is difficult to track across channels and devices. The infographic below illustrates the modern marketing cycle…
As part of our open research process, I would like to extend an invite for your input, feedback, case examples, or any other insights you’d like to contribute to our upcoming research around the Internet of Things.
In this one-hour webinar, analyst Susan Etlinger explores the phenomenon of “TV Everywhere” and shares findings from her recent report, Data Everywhere.
In this one-hour webinar, analysts Andrew Jones and Charlene Li share how insights can be gleaned from social media.
During the past several years, the television industry has changed dramatically, spurred by device proliferation, changing distribution methods, and the increasing popularity of social media.
Social Media Examiner’s 2014 annual Marketing Industry Report found that while 97% of marketers use social media in their marketing efforts, only 37% are able to measure the ROI of those activities.
Modern marketing requires deeper customer understanding to drive meaningful engagement. With social media — and the abundance of social profile and activity data — brands can glean this insight to identify and better understand prospects and customers throughout the customer lifecycle.
Today, I’m happy to announce the publication of my research report, Leveraging Social Identity: Know and Engage Customers Better to Build More Valuable Relationships.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank.
Late last year, I started wondering about social media command centers. Salesforce had launched one, as had Brandwatch, but I wondered: were they really still relevant? Were companies investing in command center deployments, or had interest subsided since their heyday in 2010?
Your refrigerator has a message for you — and no, it’s not that you need more orange juice– it’s an ad for belly fat pills. Thanks, Refrigerator. This post was originally posted on Wearable World News. The original can be found here.
At the most basic level, the Internet of Things (IoT) is connectivity between people, processes and things. While this is as vast as it sounds — spanning all industries, the enterprise, and consumers — one of the central-most challenges facing…
As we launch into 2014, the analysts at Altimeter each pulled together a compilation of trends and issues they are watching closely this year.
Customer attention will continue to fragment in 2014, making it harder than ever for brands to engage with customers. But it will also be the year in which brands capitalize on a largely untapped opportunity presented by social media…
In the past year, social data has continued to wend its way into organizations of all types, from large enterprise to small business to media and entertainment and the public sector. We’ve seen use cases far past marketing into product and service quality, entertainment programming, customer service, fraud detection and a host of other examples.
In this report, industry analyst Susan Etlinger demonstrates how leading organizations are deriving actionable intelligence from a holistic view of social and enterprise data.
I’ve taught more than 300 professionals Social Business through hands-on workshops, and happy to announce new workshops from Altimeter Academy focused on Content Marketing and Social Business Analytics.
I spend a lot of time reading and thinking about social data: what it is, what it isn’t, how to measure it, where it’s going.
This post originally appeared on my Altimeter analyst Jeremiah Owyang’s Web Strategy Blog By Chris Silva and Jeremiah Owyang, Industry Analysts at Altimeter Group Last year’s over hyped skydiving was replaced by down to earth by grounded product enhancements.
Over 30 Technologies Have Emerged, at a Faster Pace than Companies Can Digest. If you think social was disruptive, it was really just the beginning.
The volatility of social data and the pace of change mean that tried-and-true measurement methods are no longer enough. Social data is different.
Everyone talks about the challenges of measuring the revenue impact of social media, but how are top brands actually doing it? And are they successfully measuring ROI?
Wherever I go, the question I hear most often is this: “What is the ROI of social media?” Even though most companies we’ve surveyed have a brand monitoring solution in place, few have yet to crack the measurement code. It remains one of the most stubborn challenges for the social business.
While numerous social media measurement technologies exist, no single tool can adequately measure and provide insights for all social marketing activity.