mark earls main stage - 2013
TRANSCRIPT
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Old is the new “New”
Mark EarlsAuthor of HERD &
I’ll have what she’s having
Mark Earls, Author of HERD and I’ll Have What She’s Having, UKFestival of NewMR 2013 - Main Stage
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5 abiding MR truths
5 abiding
MR truths
Mark Earls, Author of HERD and I’ll Have What She’s Having, UKFestival of NewMR 2013 - Main Stage
1. The answer is
not “in” the data
Mark Earls, Author of HERD and I’ll Have What She’s Having, UKFestival of NewMR 2013 - Main Stage
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47%
Mark Earls, Author of HERD and I’ll Have What She’s Having, UKFestival of NewMR 2013 - Main Stage
2. More data doesn’t
mean BETTER data
...or BETTER
InsightsMark Earls, Author of HERD and I’ll Have What She’s Having, UK
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Sub-prime Data?
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3. Be careful what you measure
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4. How you see things does matter
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Patterns: what kind of thing...?
Independent Copying
short-tail distribution long-tail distribution
Few have a
very low share Many items in tail
with small share
Mark Earls, Author of HERD and I’ll Have What She’s Having, UKFestival of NewMR 2013 - Main Stage
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Beware the loyalty illusion
Mark Earls, Author of HERD and I’ll Have What She’s Having, UKFestival of NewMR 2013 - Main Stage
5. How you present
findings matters...
...A LOT
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Copying
Experts
Copying
PeersGuesswork
Considered
choice
A simple map (rooted in datapatterns)
Few choices
Many choices
Adapted from Bentley Earls O’Brien
“I’ll have what she’s having”MIT Press 2011
Space
betweenSpace within
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Source: Tim Etchells
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Amazeballsis not enough
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Q & A
Mark EarlsAuthor HERD &
I’ll Have What She’s Having
Andrew JeavonsSurvey Analytics
Mark Earls, Author of HERD and I’ll Have What She’s Having, UKFestival of NewMR 2013 - Main Stage