Visualizing for business intelligence :: thunder::tech's 2013 Marketing Trends Event

Uploaded by thundertechvideo on 14.11.2012


So I kind of think of myself as a very visual person.
I'm on the data team at Thunder
Tech and I love numbers.
I love stats.
I love kind of just seeing all of that.
But if I can't actually see it, what good
can I do with it?
Who in here likes spreadsheets, honestly?
I mean, OK.
Well, I don't mean to offend you, but I
think most people don't.
I mean, if you give me something with 35 columns and
150 rows of just numbers, what good can I do with that just
by looking at it?
It looks like this to me.
It's just numbers and it's just data.
But we've been talking about collecting all of this data
and using it and kind of analyzing it and stuff.
But we want to talk for a minute about getting it in
front of people in a way that they can
actually consume and use.
What we're talking about is this, essentially.
And I can comfortably say that I know no one in this room has
the resources to put this in your office, and that's not,
by any means, what we're suggesting.
But think about how powerful it could be if we could take
all of this data that we're collecting from web traffic,
from sales, from people using your mobile app, from
everything that we're collecting, and if we could
put it in front of everybody so that they can react to it
in real time.
So they can see it and it can spur something in their minds,
and say, what if we did this?
If a coupon that we sent out is just tanking and no one's
using it, how can we make it more effective?
So we've created a number of different systems lately
emulating this.
Not, obviously, this because that doesn't make sense.
We don't have 35 people who can sit and
look at it all day.
But I want to show you something that
we have in our office.
This is in our kitchen on our production floor, and it is
updated in real time just all throughout the day.
It's on constantly.
And it's just showing company statistics, so internal things
like billable hours and who's working on what, the current
projects list, new leads, people that we have to call,
their contact information, and all this stuff.
And this is on our production floor, so we kind of just deal
with it every day.
We look at it.
And, actually, on the right here, you see the data team
and the design team and our communications team, and all
of our statistics are up there.
And we actually-- and this sounds really dorky and
probably a little unbelievable--
but we sit and look at this at lunch time and
we talk about it.
Like make little challenges to each other like, oh, hey
design, why are you guys slacking off today?
But putting it out there actually gets our employees
talking about it and thinking about it more.
I mean, OK great, this is a marketing seminar, so we don't
need to talk about operations and stuff like that.

But it doesn't have to be just operations data.
It can be all of your marketing data.
And this is where it gets really kind of exciting and
powerful because what if we are posting who's our biggest
sponsors right now and how effective are their messages
coming through with our app?
What is our latest email marketing campaign look like?
Who's opening it?
What are the clickthrough rates there?
So if we're putting this information out to everybody
within our organization, we really get everyone
thinking about it.
It doesn't have to be a TV display like I showed earlier.
It can be something that was available on an iPad, so
you're not spending two grand on a nice,
60-inch, LCD display.
It's just a little iPad, or even if it's
available on your phone.
But getting this data to your employees really can have a
good impact on kind of excitement about it.
I really love, at the bottom of this tablet, just pulling
in social media feeds.
We're showing an Instagram hashtag, and we'll talk a
little bit about Instagram later.
But we're showing just people posting photos about baby
toys, in this case.
So imagine that you make baby toys, and you want to see all
of the information that people are talking about.
Well, you might have a social media team that's out there
responding to photos posted with this hashtag for your
campaign, and that might be a few people, or one person,
probably, in many cases.
But what if your whole staff was interacting with this
What if everybody saw these baby toys tweets just because
it was in your office?
That can get them actually out there talking about it.
Maybe this photo of this cute bear spurs
something with somebody?
And then, instantly, that person becomes a member of
your social media team.
So it's a way to get everybody within your
organization involved.
It's taking this data, making it consumable, and then
letting it drive motivation.
So, Mel gave me a hard time about
this Notre Dame billboard.
But really, I mean, that's what we're doing.
We're taking all of this information that we have just
stored in databases and spreadsheets and putting it up
so people can see it and really get excited about it.
So that is what we see as the opportunity for visualization
of data within your office.
So, we're going to move to social media.