After working with numerous marketers, we developed the Intelligent Brand Framework to provide a structure for thinking about marketing investments across creative and operational disciplines, using a combination of data-driven and human-centric approaches. Its goal is to ensure that marketers don’t blindly focus on any one area without due consideration for the implications and tradeoffs to the organization’s broader goals. The goal is to help marketers find balance.
Depending on the use case engineering the Analytics solution (Raw Data -> Aggregated Data -> Contextual Intelligence -> Analytical Insights (reporting vs. prediction) -> Decisions (Human or Automated Downstream Actions)) will require choices and decisions along various dimensions.
Cascade 2.0 - To Go from Big Data to Big Insight, Start with a Visual
We are documenting every tweet, retweet, and click on every shortened URL from Twitter and Facebook that points back to New York Times content, and then combining that with the browsing logs of what those users do when they land at the Times. This project is a relative of the widely noted Cascade project. Think of it as Cascade 2.0.