The true potential of Twitter in Data Analytics

On 11 June 2015 Dick Costolo resigned as the Chief Executive Officer (CEO) of Twitter Inc. Several reasons may explain his departure from one of the world’s key companies in developing social media networks. And in its re-launch, data analytics will very likely have a prominent role.

Frustrated economic expectations

Costolo has been unable to prevent the steady decline in the value of Twitter since being listed on the stock exchange in November 2013.  A price drop from 73 dollars per share in December of 2013 to 35.84 today

At Twitter Costolo focused on innovations  to ensure maximum user comfort.  He drove the acquisition of Vine for the production of limited duration videos. As well as Periscope in an effort to achieve direct audiovisual broadcasting.  However, his strategies for attracting and retaining users was poor.

One of his weak points, as business model for investors, was the company’s growth expectations in the number of users for the following years.  Para 2015 ésta red crecerá según estudios un 14,1%; situándose para 2019 en apenas un 6%. Chris Sacca (uno de los principales inversores en Twitter) apunta en esta dirección, afirmando que mil millones de personas han probado la red social y la han abandonado poco después la misma.

One of his weak points, as business model for investors, was the company’s growth expectations in the number of users for the following years.  However, results have fallen short of expectations. According to market research studies it was estimated that Twitter’s base would only grow 14% in 2015, and by 2019 it would grow a meager 6%.  Chris Sacca (one Twitter’s main investors) pointed in this direction, saying that a billion people have used the social network and have abandoned it shortly afterwards.

Advertising revenues have been another point of bitter criticism.  Providing direct advertising messages (Twitter Ads) via a link to the advertiser’s website is not proving to be as attractive as expected by the company.

The number of clicks on ads is low and different brands have gradually reduced their investment in this advertising platform.  Google’s market share of global advertising is 31,42%, with Facebook controlling just 7,93%, while Twitter represents less than 1% (0,93%).

Considering all the above reasons, profits of between US $ 2,170M and $ 2,270M were expected for 2015, while according to their own studies they were estimated to reach US $ 2,370M.

Data Analytics as advertising key?

Leaving aside issues such as the elimination of their famous 140 character limit for direct messages and new developments, Twitter still has much room for maneuver in the advertising field.  The thing is this  social network has a huge potential in a fundamental aspect: the vast amount of data it generates daily (over 400 million tweets are sent daily worldwide).

Companies of research and analysis working online have already been able to derive benefit from the generated information since the advent of Twitter, in terms of market research and for consumers. It has also enabled direct communication between companies and users, such as a direct communication service for their complaints and comments, as well as a way to feel the pulse of “social interest” in their publications and advertising actions being carried out continuously.

Therefore, applying Data Analytics can mean not only redefining Twitter’s advertising possibilities; but also creating a more personalized offer and with a greater chance of success for the interested advertisers.

Advertisers and agencies could, through the Twitter data, analyze user profiles, important for different reasons (number of followers, retweets …) and in some way connect them with the products and services being advertised. These advertisers could make payments in exchange for direct advertising messages inserted in these profiles. In this way enhancing possibilities of knowledge  over the offer made through the broad follower base which those users have; as well as the “prestige” that represent their publications and profiles in Twitter.

Thus improving the chances of success sought after in different campaigns. It would also allow followers to know how many followers of these profiles are accessing commercial offers or perform sales conversions. And consequently better understand the effectiveness of Twitter as a social channel for advertising investments

In turn, conducting studies at the semantic level on publications and feedback generated between advertisers and users. And then proceeding to classifications over the generated activity, interest trends through publications, behavioral interpretations etc.; this could generate a greater understanding of the target audience of brands and advertising campaigns

In short, the use of Analytics means increasing the possibilities of Twitter as a source of advertising revenue and allowing us to demonstrate its viability as a social channel with advertising and marketing possibilities. And this, not only for the company itself but also for those companies that maintain active profiles and that interact continuously. Since the data obtained, studied and applied correctly, represent an opportunity of Business Intelligence hardly objectionable by any of the parties involved.


Posted in News | Tagged , , | Leave a comment

Big Data Cop vs. Crime in Los Angeles

The fight against crime is increasingly achieved through present technological advances. Proof of this is the study and actual application of Big Data and Analytics, currently underway in California’s Los Angeles Police Department (LAPD).

Research Starting Point

To this end, they use a mathematical model originally developed by Professor Jorge Moher (Santa Clara University) to predict the aftershocks of earthquakes; just as when an earthquake takes place, there is a high probability that aftershocks will occur in a short time after the mainshock.

To test the hypothesis at police level, data on 13 million crimes committed in the city of Los Angeles in 80 years were analyzed. Whenever a crime had been committed, a higher likelihood that a new criminal offense would take place in the same area was observed. And they proved that the model pattern of those criminal activities was similar to the model used to predict earthquake aftershocks.

Model’s actual implementation

Through Big Data, the LAPD began in 2014 a pilot project for the implementation of Moher’s mathematical model; aiming at predicting the areas in Los Angeles where crimes would be most likely to occur daily. The algorithm identifies high-crime hot-spots in these areas, and the district police stations are notified of the likelihood of criminal offences and type, so as to prepare the police officers available for each shift.

The probabilities so obtained cover a maximum time span of 12 hours. Therefore, police patrolling is increased in the hot-spots within the geographical area where the likelihood of crime is higher during the prediction validity period. In order to measure performance and efficiency, the data is transferred in real time to the police headquarters.


Through the Big Data software and Analytics, the police achieved a 33% reduction in the number of robberies, 21% in violent crimes and 12% in crimes against property, in the areas where the software was used.

The Los Angeles Police Department hopes that through continuous updating of data, the model’s predictions will become more accurate and will cover a longer time period, thereby allowing for higher accuracy in the detection and prevention of daily crimes in real time.

Original source: Datafloq

Posted in News | Tagged , , , | Leave a comment

Data Analytics in London’s public transport

Every day in London, about 6.5 million people use public bus lines to get around the city, and there are 3 million underground users as well. The TFL (Transport For London) was created by the Greater London Authority to manage this vast network of routes, personnel, services and maintenance operations (Including the city’s suburban train system).

The huge amount of data generated represents a goldmine for those who wish to analyze, in real time, levels of quality, as well as opportunities to improve routes, stations and many others facets of public transport. For this purpose, Big data technology is used to gather, store and later process data using analytics. This provides TFL a clearer picture regarding Londoners daily usage patterns with a variety of managed services (as well as the possibility of placing individual riders in different categories).

The data includes areas covered during the analytics phase, such as lines with greatest ridership as well as those with the greatest number of passengers who board or get off (with a view to improving services on these lines), broken down by section or zone, transfers made by riders and even inter modal transfers: bus, underground or commuter train services (given that many daily commutes require at least two such transfers).

According to the TFL analytics chief Lauren Sager-Weinstein, they can also provide individualized information on public transport riders. And this initiative is accepted nowadays by 83% of public transport users.

Original Source: Forbes Technology

Posted in News | Tagged , , | Leave a comment

Big Data+Marketing Online=Data Marketing

In 2001, the analyst Doug Laney defined constant data growth as an opportunity and a challenge for research in volume, speed and variety. And in 2012, the amount of data generated on a daily basis was estimated at about 2.5 trillion bytes.

The Big Data phenomenon involves the accumulation of massive data or large-scale data. On a practical level it allows for macro studies, visualization of large amounts of data and complex predictions on various matters such as health, urban planning, defense, risk assessment as criminal activity, telematic services etc.

Continue reading

Posted in Blog | Tagged , , , , , , , | Leave a comment

Hydroelectric energy: predicting efforts to prevent disasters

Among the different types of natural disasters we know, there are those which derive from severe droughts or torrential rains, affecting a whole country. A case in point would be the extreme drought that affected Colombia during 1992-93, when reservoirs reached 14% of  their capacity, leading  to a profound reform process of the national electricity system, as the power sector was based on hydroelectric generation.

Continue reading

Posted in Blog | Tagged , , , | Leave a comment

Analytics and Technology in the Marketing strategy

Corporative Video Example: How the analytical capacity of study joined to our own technological development; allow us to optimize the strategic possibilities in the marketing decissions of our clients.

Posted in Blog | Leave a comment

And the Oscar goes to…

On Sunday February 22 the race for the 87th edition of the Academy Awards will end and months of speculation over the best positioned nominees to win the coveted statuette for each of the 24 award categories will come to an end. No doubt, one of the most highly anticipated moments of the night at the Dolby Theatre in Los Angeles will be the announcement of the Oscar winner for Best Picture 2014.

Here at Conento we wanted to analyze the background of these awards and their relationship with other awards from different organizations, in order to predict the potential winner of the statuette.

Continue reading

Posted in Blog | Leave a comment

Data analytics and the possibilities of the “Internet of Things”

The concept of the Internet of Things (IoT) is understood as the technological interconnection of everyday electronic devices (e.g. appliances) with people, and through the Internet.  Gartner consulting estimates that in 2020 there will be 26 billion devices of the “Internet of Things” type and Abi Research claims that there will be 30 billion wireless devices connected to the Internet, also for 2020.

Continue reading

Posted in Blog | Tagged , , , , , | Leave a comment

Differences and similarities between brand and reputation

Today, it is widely accepted that a brand is not just a name, a logo or a symbol, but also the set of associations or ideas around it. From the 90s, many experts in the field have developed different ways of assessing and measuring brand value; we will focus on brand equity  from the consumer’s perspective.

Continue reading

Posted in Blog | Leave a comment

The added value of Mathematics

Is it true that mathematics is what makes the world go round? The list of applications of mathematics is almost… infinite. Without the theoretical background of mathematics there would not be secure electronic commerce or computer animation, nor could we ask for a scan or a TAC, neither a GPS would be able to help us determine exactly where we are…

Continue reading

Posted in Blog | Leave a comment