Building Intelligence: How Data + Storytelling is the Ultimate Act of Creation
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This document discusses the intersection of data and storytelling as a powerful means of creation and communication. It emphasizes the importance of context, shared language, and emotional engagement in presenting data-driven narratives that can influence behavior and inform decisions. The paper also highlights innovative approaches to leveraging these elements for marketing and audience engagement in media and technology sectors.
Building Intelligence: How Data + Storytelling is the Ultimate Act of Creation
- 1. BUILDING INTELLIGENCE why data + storytelling is the ultimate act of creation Presented
- 2. by:
- 3. Gunther
- 6. co-founder chief strategy officer Southern California based technology startup accelerator focusing on platforms that create social change venture partner (clients partners) CURRENT
- 7. Co-developed over a dozen in-market platforms focusing on search, social media and content distribution. Writer, producer and technologist. 2010 Forrester Groundswell Award, several military gaming awards, Best Documentary at X-Dance, 2 Interactive Emmy nominations. Contributor to several books and white papers on social commerce.
- 9. DATA
- 10. ARE
- 11. THE
- 12. WHAT
- 13. STORY
- 14. IS
- 15. THE
- 16. WHY
- 17. (then) Ancient cave dwellers, sharing hieroglyphic stories and human metadata for future generations.
- 18. (now)(now) Map of global conversations dialects on Twitter. Courtesy of Fast.Co.Create
- 19. (language reinvented through technology)
- 20. “the surprising popularity of Tagalog, a language of the Philippines, which initially was identified as the 7th most tweeted language...”
- 22. STORY
- 23. IS
- 24. THE
- 25. WHY (Numbers) (words) Stories illustrate unique human behaviors through the math language.
- 26. Graphic created by @GavinKeech. Datapoints courtesy of O’Reilly Media.
- 27. DATA
- 28. +
- 29. STORY
- 30. =
- 31. CONTEXT
- 35. APPLICATION DEVICE WEB Alert Subscription Profile Updates Community Early Warning Personal Tracking Immediate Proximity Crowd-Sourced Air Quality Info Condition Treatment Education Location-Based Visualization (story) (data) (data)
- 40. DEVELOPING
- 41. A
- 42. SHARED
- 43. LANGUAGE
- 45. Shown here are visualizations of a search query on Auschwitz, and the semantic distances representing the accounts of a prison camp survivor in order to “retell” history... Courtesy: Marc Mazurovsky Erik Steiner “Emotional Mapping”
- 47. Accounts and testimonials from the community are stored, contextualized and indexed such that their validity and accuracy is better solidified.The colors represent various storytellers (eyewitnesses) along with the emotional distances between words and phrases...
- 48. The associative experiences are then compared and evaluated through a similar context. The result is an entirely new way of presenting history, and predicting outcomes for the future based on newly identified patterns of language and emotion.
- 49. STORYTELLING
- 50. IS
- 51. PROBLEM-SOLVING
- 52. Richer Content MATH + STORY Better Data Stronger Privacy Richer Content A BIG PROBLEM:“THE FILTER BUBBLE” our media, our audiences AND OUR MARKETS all suffer from filtering. the answer? shared story real-time data.
- 53. HERE’SWHAT “THEY” (THE MEDIA) SAID
- 54. HERE’S WHAT CAN BE DONE create AND DEPLOY dynamic ‘newsrooms’ that merge the best of people technology to serve the needs OF, and solve problems for, the biggest brands in the world. The CULTURA/Brand Channel Newsroom. One of the most profitable (and least talked about) business units in the entire Omnicom Network.
- 55. WE
- 56. ARE
- 57. DATA (people
- 58. are
- 59. media)
- 60. A ‘NEW’ ITERATION:THE OPEN NEWS DESK
- 61. Solving the education problem with domain experts and students using data + story prototyping. I’ve got it! This is weird... This is amazing...Put your back into it!
- 62. DATA HIGHLIGHTS WHY THE CHALLENGE IS MORE IMPORTANT THAN THE SOLUTION
- 63. AUDIENCES
- 64. ARE
- 65. PARTNERS
- 68. Conversations and shared media are indexed to determine the value of stories according to the genre. (Courtesy of eCairn)
- 69. Conversations (content) are then mapped out to determine the associations between people...
- 70. Those communities of content enthusiasts (and influencers) are then physically mapped out across geographies to determine local and global relevance.
- 72. WHAT? SO
- 73. WHAT? NOW
- 74. WHAT?
- 75. “Deliver me an audience, or else...”
- 77. MARKETING
- 78. IS
- 79. AN
- 80. OPPORTUNITY
- 81. TO
- 82. ACTUALLY
- 83. BUILD
- 84. A
- 85. MARKET
- 86. STORY DATA MARKETING INTEL product platform planning building intelligence...
- 92. (outdoor media depicting Bronson- esque showdown; takes data to make new creative) (rich media depicting Dali-esque trainwreck; collects data on user interests)
- 93. (graphic novels told as prequels)
- 94. EMERGENT: audience data idea (co)creation distribution adaptation metadata HISTORICAL: creator idea development distribution audience (data)
- 95. Old story: “We’re making a film or a game to (hopefully) build an audience.” New story: “We’re building an audience to (possibly) make a film, a game, or......”
- 96. (To the studio): “We’re lowering production costs, and increasing revenue streams tied to distribution.” SIMILAR conversations, different contexts. (To the investor): “We’re delivering an audience.” (To the media company): “We’re building a platform that can scale.”
- 97. THE NEED FOR CONTEXT (or:“What’s the real value of a story?”)
- 98. The power of language, yo. (semantic interoperability, contextual computation intertextuality)
- 99. (R)EVOLUTIONARY RESULTS OCCUPYSearch Query: TEXT PHOTOSVIDEO OTHER 1. The engine indexes the web using the story matrix... 3. Then they start to 7ill out the real story of information and web objects. 2. Ontologies emerge...
- 100. (R)EVOLUTIONARY INSIGHTS MARKET What impact does OCCUPY have on global transactional markets right now? What stories about OCCUPY have the most relevance and most likelihood to manifest in a market? What industries are most affected by the inJluence OCCUPY social movements have had on labor unions (for example)? These ontologies and web objects form distinct associations, or entities, between the user, the information indexed and the universe of real-‐time and predictive outcomes any theme or story re: “OCCUPY” can present, at any given instance in which they are presented. The results reveal highly unique insights about culture business. JOURNALISTIC INDIVIDUAL INDUSTRY What do these OCCUPY stories mean to a user in the relation to his or her social or interest graph? THE MEDIA ENTITY (a single instance for “OCCUPY”) THE VALUE SET
- 101. 1.EMERGENCE 2. SOCIALIZATION 3. LEARNING THE FUTURE OF THE MEDIA BUSINESS (AS A WHOLE) HINGES ON THESE THREE THINGS:
- 102. THE BIG PIVOT Co-‐written with Brendan Howley Sasha Grujicic. Coming in 2013. How a revolution in data + storytelling is transforming brands, markets and economies.
- 104. thank
- 105. you.