Partnership Between Twitter and IBM Showing Results
March 27, 2015
The article on TechWorld titled IBM Boosts BlueMix and Watson Analytics with Twitter Integration investigates the fruits of the partnership between IBM and Twitter, which began in 2014. IBM Bluemix now has Twitter available as one the services available in the cloud based developer environment. Watson Analytics will also be integrated with Twitter for the creation of visualizations. Developers will be able to grab data from Twitter for better insights into patterns and relationships.
“The Twitter data is available as part of that service so if I wanted to, for example, understand the relationship between a hashtag on pizza, burgers or tofu, I can go into the service, enter the hashtag and specify a date range,” said Rennie. “We [IBM] go out, gather information and essentially calculate what is the sentiment against those tags, what is the split by location, by gender, by retweets, and put it into a format whereby you can immediately do visualisation.”
From the beginning of the partnership, Twitter gave IBM access to its data and the go-ahead to use Twitter with the cloud based developer tools. Watson looks like a catch all for data, and the CMO of Brandwatch Will McInnes suggests that Twitter is only the beginning. The potential of data from social media is a vast and constantly rearranging field.
Chelsea Kerwin, March 27, 2015
Stephen E Arnold, Publisher of CyberOSINT at www.xenky.com
Data and Marketing Come Together for a Story
March 23, 2015
An article on the Marketing Experiments Blog titled Digital Analytics: How To Use Data To Tell Your Marketing Story explains the primacy of the story in the world of data. The conveyance of the story, the article claims, should be a collaboration between the marketer and the analyst, with both players working together to create an engaging and data-supported story. The article suggests breaking this story into several parts, similar to the plot points you might study in a creative writing class. Exposition, Rising Action, Climax, Denouement and Resolution. The article states,
“Nate [Silver] maintained throughout his speech that marketers need to be able to tell a story with data or it is useless. In order to use your data properly, you must know what the narrative should be…I see data reporting and interpretation as an art, very similar to storytelling. However, data analysts are too often siloed. We have to understand that no one writes in a bubble, and marketing teams should understand the value and perspective data can bring to a story.”
Silver, Founder and Editor in Chief of FiveThirtyEight.com is also quoted in the article from his talk at the Adobe Summit Digital Marketing Conference. He said, “Just because you can’t measure it, doesn’t mean it’s not important.” This is the back to the basics approach that companies need to consider.
Chelsea Kerwin, March 23, 2015
Stephen E Arnold, Publisher of CyberOSINT at www.xenky.com
Give Employees the Data they Need
March 19, 2015
A classic quandary: will it take longer to reinvent a certain proverbial wheel, or to find the documentation from the last time one of your colleagues reinvented it? That all depends on your organization’s search system. An article titled “Help Employees to ‘Upskill’ with Access to Information” at DataInformed makes the case for implementing a user-friendly, efficient data-management platform. Writer Diane Berry, not coincidentally a marketing executive at enterprise-search company Coveo, emphasizes that re-covering old ground can really sap workers’ time and patience, ultimately impacting customers. Employees simply must be able to quickly and easily access all company data relevant to the task at hand if they are to do their best work. Berry explains why this is still a problem:
“Why do organizations typically struggle with implementing these strategies? It revolves around two primary reasons. The first reason is that today’s heterogeneous IT infrastructures form an ‘ecosystem of record’ – a collection of newer, cloud-based software; older, legacy systems; and data sources that silo valuable data, knowledge, and expertise. Many organizations have tried, and failed, to centralize information in a ‘system of record,’ but IT simply cannot keep up with the need to integrate systems while also constantly moving and updating data. As a result, information remains disconnected, making it difficult and time consuming to find. Access to this knowledge often requires end-users to conduct separate searches within disconnected systems, often disrupting co-workers by asking where information may be found, and – even worse – moving forward without the knowledge necessary to make sound decisions or correctly solve the problem at hand.
“The second reason is more cultural than technological. Overcoming the second roadblock requires an organization to recognize the value of information and knowledge as a key organizational asset, which requires a cultural shift in the company.”
Fair enough; she makes a good case for a robust, centralized data-management solution. But what about that “upskill” business? Best I can tell, it seems the term is not about improving skills, but about supplying employees with resources they need to maximize their existing skills. The term was a little confusing to me, but I can see how it might be catchy. After all, marketing is the author’s forte.
Cynthia Murrell, March 19, 2015
Stephen E Arnold, Publisher of CyberOSINT at www.xenky.com
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