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KATE G. NIEDERHOFFER
T he F ut u re O f M ea s u rem e nt
‐
Seth
Grimes,
Alta
Plana
“I
think
many
of
these
new
metrics
in
social
media
will
allow
us
to
get
a
glimpse
of
some
of
the
things
that
are
most
interes8ng
in
personality
research
but
II. We will identify methods to
have
been
generally
neglected
because
they
are
tap what people are *really*
hard
to
measure
using
conven8onal
methods.
In
par8cular,
I
am
looking
forward
to
what
the
new
thinking, feeling, and paying
measures
will
tell
us
about
iden8ty.
It
seems
that
so
attention to, meanwhile gaining
much
social
media
is
concerned
with
the
idea
of
insight on what a measurement
discovering
who
we
are
and
with
conveying
that
idea
to
others.”
is truly capturing.
‐Sam
Gosling,
University
of
Texas
at
Aus8n,
Author
“When
we
read
a
blog
or
watch
a
video,
most
of
Snoop:
What
Your
Stuff
Says
About
You current
measurement
tools
assume
that
we
are
paying
aZen8on
to
the
content
of
the
message
or,
“I
think
the
future
of
web‐based
measurement
is
perhaps,
the
emo8onal
tone
of
the
message.
going
to
require
increasingly
deep
analy8cal
insights
Content
is
measured
by
looking
at
low
frequency
on
user
behavior
and
the
rela8onships
they
have
nouns
and
regular
verbs.
Emo8on
is
assumed
by
the
with
each
other…
It's
very
difficult
today
to
analyze
use
of
emo8on‐8nged
words…
The
majority
of
our
[complex
web‐click
sequences]
within
a
database
words
are
part
of
the
trash.
They
signal
how
down
to
a
per‐user
per‐session
level
off
large‐scale
people
are
thinking,
how
they
are
organizing
their
data…
Graph
analy8cs
is
also
very
hard
to
do
for
worlds,
their
rela8onships
with
other
people
and
large‐scale,
granular
data...but
the
deep
insights
their
wri8ng
topics…
Over
the
next
few
years,
an
gained
on
how
people
are
connected
is
very
increasing
number
of
people
will
be
exploring
the
powerful.”
nonobvious
parts
of
language
to
get
a
beZer
sense
of
the
social
and
psychological
features
of
the
‐Shawn
Kung,
Aster
Data author,
the
message,
and
its
impact.
This
will
extend
beyond
these
junk
words
and
will
likely
include
“One
direc8on
in
the
future
of
measurement
is
the
punctua8on,
emo8cons,
or
other
text
shortcuts.
This
Quan8fied
Self”
movement
in
which
people
apply
way
of
thinking
will
be
relevant
for
blogs,
chat,
one
or
more
biological
sensors
to
themselves
and
twiZer,
and
text
messaging.
It
should
also
be
track
the
results…
gathering
this
data
to
data
mine
relevant
for
spoken
media
as
well.”
their
own
behavior
with
the
goal
of
improving
health,
efficiency,
behavior
modifica8on,
or
self‐ ‐James
Pennebaker,
University
of
Texas
at
Aus8n,
absorp8on.” Author
of
Opening
Up:
The
Healing
Power
of
Neal
Burns,
University
of
Texas,
Aus8n
Center
for
Brand
Research Expressing
Emo8ons
‐Marc
Smith,
Telligent
Systems
Walter
Carl,
Chat
Threads, “I'm
very
much
in
to
appraisal
(framework)
right
“My
key
predic8on
related
to
this
is
that
companies
now,
which
is,
in
a
large
part,
about
content
words.
Maury
Giles,
GSD&M
Idea
City
&
organiza8ons
are
going
to
have
to
learn
to
build
However,
there
is
always
a
disconnect
between
the
Sam
Gosling,
University
of
Texas,
Aus8n:
Department
of
Psychology rela8onships
and
manage
their
social
interac8ons
expression
of
private
state
and
the
private
state
across
mul8ple
groups
(employees,
customers,
itself.
For
example,
I
may
say
'I
like
that'
simply
to
Seth
Grimes,
Alta
Plana
partners)
and
mul8ple
plaYorms
To
do
this
they
will
avoid
a
social
conflict.
Looking
at
the
types
of
MaZhew
Hurst,
Microsof
Live
Labs need
to
beZer
understand
the
data
that
is
present
paZerns
in
func8on
words
(which
have
been
used
in
as
well
as
what
needs
to
be
present
in
order
to
build
a
number
of
classifiers
for
things
like
gender
and
Paul
Janowitz,
Sen8ent
Services
rela8onships
(strength
of
8es)
that
are
meaningful
age)
may
also
be
a
way
to
figure
out
the
'truth'
of
Shawn
Kung,
Aster
Data to
them
from
an
ROI
standpoint
and
to
the
different
the
expression.
We
did
some
work
on
the
BLEWS
groups.” project
looking
at
'emo8onal
charge'.
The
goal
being
Roddy
Lindsay,
Facebook
to
figure
out
the
level
of
emo8on
at
the
8me
of
Jamie
Pennebaker,
University
of
Texas,
Aus8n
Department
of
‐Miles
Sims,
Small
World
Labs wri8ng.
This
is
another
aggregate
signal
useful
in
Psychology
sifing
the
content
data.”
Martha
Russell,
Media
X
at
Stanford
University
Miles
Sims,
Small
World
Labs MaZhew
Hurst,
Microsof
Live
Labs
Marc
Smith,
Telligent
Daniel
Tunkelang,
Endeca
SOCIAL ABACUS, DECEMBER 23, 2008
HTTP://SOCIALABACUS.BLOGSPOT.COM/
T he F ut u re O f M ea s u rem e nt
Daniel
Tunkelang,
Endeca
“I
predict
that
within
the
next
2
years
someone
will
figure
out
how
to
do
home
brewed
eye‐tracking
with
“There
is
an
interes8ng
rela8onship
between
the
iSight/other
webcams
and
create
a
panel
of
web
amount
of
aZen8on
and
the
quality
of
that
surfers
who
send
in
their
eye
fixa8on
data
to
be
aZen8on.
Extrapola8ng
from
a
real
life
example
‐
a
aggregated
and
analyzed…
This
data
would
be
blogger
with
a
large
readership
writes
about
X
and
invaluable
to
every
working
web
designer
on
the
links
to
another
blog.
However,
as
the
blogger
is
not
planet.
Design
and
layout
decisions
could
be
driven
really
an
authority
on
the
topic,
he
drives
liZle
click
by
data.
Not
to
men8on
adver8sing;
a
lot
of
this
through.
Another
blog
with
a
far
lower
readership
"banner
blindness"
lore
is
really
poorly
studied
as
(1‐2
orders
of
magnitude
say)
also
writes
about
X
are
the
tradeoffs
between
size
and
placement
in
and
links
to
another
blog.
Here,
however,
there
is
online
adver8sing…
The
value
equa8on
becomes
a
(in
absolute,
not
rela8ve
terms)
more
click
through
lot
simpler
with
the
eye
panel......$
per
unit
8me
of
because
this
blogger
really
knows
about
the
topic
aZen8on.
Ul8mately
brand
dollars
are
buying
and
has
a
smaller
but
more
focused
community.
eyeballs
and
such
data
tells
them
where
eyeballs
are
Thus
the
rela8onship
between
popularity
and
going.” authority
is
very
important
when
measuring
a
blog.”
Roddy
Lindsay,
Facebook
MaZhew
Hurst,
Microsof
Live
Labs
SOCIAL ABACUS, DECEMBER 23, 2008
HTTP://SOCIALABACUS.BLOGSPOT.COM/
T he F ut u re O f M ea s u rem e nt
Seth
Grimes,
Alta
Plana
“My
other
predic8on
in
this
area
for
the
future
is
MaZhew
Hurst,
Microsof
Live
Labs “I
do,
however,
believe
that
the
wisdom
to
find
the
that
non‐linear
simula8on
techniques
will
take‐off
in
new
metrics
that
are
needed
for
media
purchase
can
helping
plan,
op8mize,
and
report
return
on
Paul
Janowitz,
Sen8ent
Services be
significantly
informed
by
a
more
complete
marke8ng/adver8sing
campaigns
and
individual
"model"
of
the
media
intersec8ons
of
people
and
tac8cs…I
believe
over
the
next
5
years
it
will
take
off
Shawn
Kung,
Aster
Data technology.
Essen8ally,
measurers
need
to
change
and
give
strategic
planners
and
financial
ROI
types
the
perceptual
thresholds
of
the
measures,
so
we
some
powerful
tools
to
harness
the
massive
data
Roddy
Lindsay,
Facebook can
thoughYully
evaluate
the
more
expanded
sets
available
to
bring
it
all
together
into
a
single
models
and
select
for
use
the
indicators
that
are
virtual
marketplace
with
which
to
both
play
"what‐if"
Jamie
Pennebaker,
University
of
Texas,
Aus8n
Department
of
most
relevant
for
the
current
business
context.
In
the
scenarios
AND
extra
actual
impact
of
individual
Psychology end,
we
may
return
to
using
the
metrics
that
are
efforts
on
the
business
outcomes
desired
currently
used.
But
even
if
that's
the
case,
I
believe
(getng
to
ROI
calcula8ons).”
Martha
Russell,
Media
X
at
Stanford
University we'll
be
smarter
about
it.
At
a
minimum,
media
measurers
and
buyers
will,
I
think,
need
to
evolve
to
‐
Maury
Giles,
GSD&M
Idea
City
Miles
Sims,
Small
World
Labs using
several
metrics
in
combina8on.
And
I
believe
new
concepts
will
evolve
to
describe
and
measure
Marc
Smith,
Telligent individuals
and
groups
of
individuals
at
various
stages
of
uni‐,
bi‐,
and
mul8‐direc8onal
“Social
media
offers
great
opportunity
to
access
a
Daniel
Tunkelang,
Endeca communica8ons.” vast
amount
of
social
network
data.
Every
social
media
system
generates
social
networks,
not
just
the
‐Martha
Russell,
Stanford’s
Media
X ones
that
call
themselves
"social
networking
services."
There
are
a
number
of
tools
available
for
“There
are
at
least
five
ways
that
[brand‐related
manipula8ng,
analyzing,
and
visualizing
social
social
interac8ons]
can
add
value
and
I
predict
that
networks.
The
Interna8onal
Network
for
Social
organiza8ons
will
increasingly
feel
compelled
to
Network
Anlaysis
(hZp://www.insna.org)
is
a
great
aZach
a
financial
value
to
one
or
more
of
these: source
of
pointers
to
a
number
of
the
leading
packages.”
‐
incremental
revenue
from
posi8ve
referrals
‐
Marc
Smith,
Telligent
‐
protec8ng
revenue
by
minimizing
impact
of
nega8ve
recommenda8ons
‐
decreased
customer
acquisi8on
costs
because
“As
a
market
research
and
UX
company
we
get
lots
exis8ng
customers
are
doing
the
"work"
for
of
data,
but
at
the
end
of
the
day
we
live
and
die
marketers based
upon
how
we
present
it.”
‐
accelera8on
effect
(value
from
involving
‐
Paul
Janowitz,
Sen8ent
Services
"influencers"
early
on
which
accelerates
adop8on
of
innova8on)
‐
learning
and
insight
from
listening
and/or
co‐
crea8on
ini8a8ves.”
‐ Walter Carl, ChatThreads