In this final blog post of three with Dr. Michael Cavaretta, we explore questions about big data, as well as some of his views on emerging technologies from start-ups. As Ford Motor Company’s top data scientist, Dr. Cavaretta has helped to shape the auto manufacturer’s use of data and analytics during the last 20 years. Here he is in conversation with Anametrix CEO Pelin Thorogood.
Dr. Michael Cavaretta, leader of the Predictive Analytics Group in Ford’s Research and Advanced Engineering group, continues his conversation this week with Anametrix CEO Pelin Thorogood. He’s Ford’s top data scientist and an expert on how data can be used across corporate functions. Here he talks about his work in an internal consulting group, as well as the challenges of recruiting data experts who also understand business − a person sometimes referred to as a “unicorn” because they are so hard to find.
Dr. Michael Cavaretta heads the Predictive Analytics Group in Ford’s Research and Advanced Engineering. His interests are wide, having earned a Ph.D. with a dissertation on genetic algorithms, and he’s helped to shape the field of data science during the past two decades. Here in a three-part blog post, he talks with Anametrix CEO Pelin Thorogood about big data, computational power, analytics − and Ford Motor Company’s use of data across the business, from the design and manufacture of cars to keeping in touch with consumers.
Anametrix CEO Pelin Thorogood writes this week in ClickZ about advanced analytics for marketers. “Advanced Analytics: Coming soon to a marketing department near you.” Are the processes and techniques of advanced analytics out of reach of the marketing department, she asks? The answer is a resounding, “no.” In this Data Alchemy blog post, she expands on these ideas with an additional example of how advanced analytics can be used to produce better marketing results.
There’s a good bit of talk going on about the sometimes-conflicting agendas of CMOs and CIOs − and for good reason. Digital platforms put pressure on CMOs to use a wealth of new technologies to track and make sense of an avalanche of data to drive revenue. There’s no question that the proliferation of tools ranging from web to social and mobile analytics has amplified the place of marketing in the technology stack. And now PricewaterhouseCoopers (PwC) comes along with a report that top-performing companies tend to have CMOs and CIOs with strong relationships. That’s one of the findings in PwC’s Annual Digital IQ Survey in 2014. The study published earlier this spring included more than 1,400 business and technology executives. Almost three quarters (70%) of the top performers — those organizations in the upper quartile ranked on the basis of revenue growth, profitability and innovation — also reported strong relationships between these two leaders. But nearly half of the businesses in the study (49%) do not have strong CIO-CMO relationships, according to PwC.
The world knows who won the 2014 FIFA World Cup this past Sunday, but the dust has not yet settled on another question. Who won the war of the brands? Sponsors and advertisers spent lavishly, producing memorable Tweets, memes, posts, pins, videos and campaigns combining them all − along with a few blunders. But one thing is clear. One of the big winners was social media. Fast Company, in fact called it right when it took a look back at “The Brands That Won (and Lost) the Twitter World Cup.”
Germany and Argentina head for the 2014 FIFA World Cup championship match at the iconic Maracanã stadium in Rio De Janeiro next Sunday. But the extraordinary semifinal between Germany and Brazil set off a record-setting Twitter storm as fans reeled from Germany’s 7-1 triumph. Twitter reported that with 35.6 million tweets, #BRA v #GER has set a new record as the most-discussed single sports game ever on the platform. That works out to more than 6,000 tweets per second during the match. The match also set a new record of 580,166 tweets per minute when Germany’s Sami Khedira’s 29-foot goal with an assist from Mesut Ozil made the score 5-0 in the first half. (Note by way of comparison that the Super Bowl hit a high of 388,985 tweets per minute this year.) Miroslav Klose was the most mentioned player among the Germans, as he became the top scorer in World Cup history with his 16th goal. By sharp contrast, the semifinal match between the Netherlands and Argentina went into overtime with no score. Argentina emerged the victor 4-2 on penalty strikes.
Social media can lend the power of immediacy and scale of audience to an event. But the World Cup has produced a level of social media drama that continues to stun many of us watching matches…
Learn More About Anametrix Social Analytics!
Argentine star Lionel Messi isn’t just battling with teammates for the 2014 FIFA World Cup. Top players like him and the great efforts from teams like the USA are fueling a worldwide boom in advertising campaigns and social media. Get this − a mind-blogging $5.7 billion is forecast to be spent on sponsorships and ads. In fact, the virtuoso play on the field is matched only by the creative edge of some of the world’s biggest brands vying for “air time” on the World Cup stage.
And global it surely is. Some 400 million people are forecast to watch the final World Cup match on July 13th. (Source: Futures Sport + Entertainment, a London media-analysis firm) Sixty-four games will be played in 12 Brazilian cities when the closing ceremony brings down the curtain. And each match is expected to have viewership on a par with the U.S. Super Bowl. (Source: Futures Sport + Entertainment) four years. Google tells us that World Cup searches have outnumbered those for the Olympics, the Super Bowl and the Tour de France combined during the past four years. Even more, the World Cup is forecast to be the biggest social media sporting event of all time.
Without question, this is a data-heavy tournament. According to Oi, the official World Cup network provider, the World Cup has produced 32 terabytes of “official” data in just its first 10 days. Oi provides data services to the teams, FIFA and some 20,000 journalists covering the matches. But that volume is still just a fraction of the vast amounts of data that digital campaigns and promotions will generate among sponsors and other companies.
Has social media enhanced or killed PR? Adam Hirsch, EVP of Emerging Media and Technology, continues his conversation with Anametrix CEO Pelin Thorogood, looking at how social media has come to inform and offer new opportunities for conversation in PR. As the executive who supports partnerships, platforms and technologies for Edelman Digital’s clients, Adam also talks about the future of data-drive PR and new platforms like mobile.
Adam Hirsch’s resume reads like a history of emerging technology in the last decade, from his years at Mashable as one of its first employees and its chief operations officer to his current role with Edelman, the world’s largest public relations firm and a leader known for its innovation. Adam is EVP of Emerging Media and Technology, supporting partnerships, platforms and technologies for Edelman Digital’s clients. Here he is in conversation with Anametrix CEO Pelin Thorogood on the “ins and outs” of succeeding at digital marketing, PR and more.