At Indago we are particularly obsessed with collecting and using meaningful data, so our challenge evolves into how to squish all this information down into a palatable format for those less excited by exceeding the row limit in excel (1,048,576 rows by 16,384 columns per worksheet if you were wondering).
In September, we attended the Google Partner’s summit in Sydney, and a lot of the discussion was around harnessing big data in a meaningful and useful way, rather than just celebrating how much data we all have access to. Elizabeth Fox, a Director at Google Marketing Solutions for AUNZ talked about how Google is levering products and providing resources for others, to solve for humanities big problems. We heard a collection of inspiring case studies: how a U.S. Teenager used Tensor Flow to create an image recognition algorithm that can detect early stage breast cancer in mammograms; how Scientists in Western Australia partnered with Google to track Dugong migration patterns with AI and Machine Learning (cutting their process time from 730 hours, to 34 hours); and that you can point your phone at a lamp and it will sing you a song about it. The latter is not quite as significant a problem for humanity but, a powerful application of image recognition and natural language usage.
We are into our M.L. and A.I., taking every opportunity to leverage the amazing capabilities of intelligent computing to make our work lives easier and increase the breadth of data we can process.
But even with all the technology and data in the world, drawing insight and creating actionable items remains the key to every aspect of what we do. Enter Dave Booth from Cardinal Path. Dave always steals the show at the Partner’s Summit, with his ridiculous imaginary product marketing scenarios and his ability to talk digital marketing and Google updates without living in the rose-coloured glasses version of digital marketing that some presenters seems to. You’re guaranteed to be entertained and learn something at the same time. This year my key takeaway was Cardinal Path’s approach to analysing data and presenting insights, something that a lot of data analysis seems to miss. In that vein let’s look at some simple checkpoints that Cardinal Path use when communicating about data, that you can incorporate in your reporting to ensure you’re driving value for your clients.