Category Archives: Data Analysis

Using outcome-driven AI to avoid fake ROI traps

Businesses don't do data analytics because they are curious, they do it because the want results: to find levers in their own behavior that will change the outcomes in their favor. Yet most organizations aren't exploiting the data they have to the fullest; their data-driven culture is still plots-driven culture — data generates plots, and […]

Mapping the shifting constellations of online debate

Online conversations, specially around contentious topics, are complex and dynamic. Mapping them is not just a matter of gathering enough data and applying sophisticated algorithms. It's critical to adjust the map to the questions you want to answer; like models in general, no map is true, but some are more useful, in some contexts, than […]

Using machine learning to read Sherlock Holmes

A while ago I posted about how to use machine learning to understand brand semantics by mining Twitter data — not just to count mentions, but to map the similitudes and differences in how people think about them. But individual tweets are brief snapshots, just a few words written and posted in an instant of […]