Jul 17 2012
Show me the word “analytics” in an ad and I instantly grow cynical for word feels like the refuge of the desperate trying to sell the great white whale of ROI to the tight-fisted.
Dan Lyons calls out a very very interesting technology coming out of the MIT Media Lab for correlating social chatter and user utterances with television programming. This company, Bluefin Labs, strikes a strong chord given my past interest into the role of the “back channel” among fans during televised real-time events: Red Sox games, State of the Union Addresses, the Academy Awards.
This TedTalk from 2011, by Bluefin’s founder Deb Roy, is interesting on several levels. First, it exhibits an amazing demo of data collection and analysis — in this case video footage and audio clips shot throughout his home and then processed to track the progress of his baby learning how to speak the word “water,” mapped against the context of where and when the word was learned (bathroom, near the kitchen sink, etc.). This capture model has amazing implications in terms of building an amazing “life record” and brought to mind the efforts of people like Gordon Bell’s MyLifeBits project at Microsoft and Stephen Wolfram’s personal analytics analysis of his email history. I freak out when I see an old Super 8 movie of myself waddling around in sagging diaper circa 1959 at Cotuit Rope’s Beach. Imagine being able to see myself take my first steps, say “water”, etc.?
The interesting kicker to Roy’s personal experiment is the commercial application and the ability to map the Twitterverse and Social Graph to mass media events. If I was a media planner or TV stats wonk, I’d be freaking over this stuff from Bluefin.