Find the right social data

Amy Avery
Proximity North America

Coding conversations by emotion has always been a challenge but now tools such as Social Emotion Score can more accurately reflect the impact of social conversations on sales.

Talk of Big Data is everywhere. And with what seems like a new social platform launching every day, the concept hits home as analysts wade through piles of data. The first response to Big Data seems to be using every bit of data to make communications more useful, but I find that the key is actually simplicity. Or Red Data: the concept of finding the right, most powerful data. While the individual data elements are really useful, it's the string tying them together that is often times most powerful. The challenge of finding a story in that much data is a dream for a digital analyst. And more times than not, the output is a new metric that is a composite of a few others.