Low fidelity data mining for planners, from Planning-ness 2014

HELLO, MY NAME IS IAN FITZPATRICK. PLANNER DATA SCIENTIST DEVELOPER

PLANNING-NESS PDX 2014

HELLO, MY NAME IS @IANFITZPATRICK. PLANNER DATA SCIENTIST DEVELOPER


MY JOB IS TO HELP ORGANIZATIONS BUILD TOOLS AND SYSTEMS THAT ENABLE THEM TO SEE THE WORLD THROUGH THE EYES OF THEIR USERS.


LET’S GET EXCITED ABOUT WHAT WE CAN DO AND MAKE WITH DATA BY STARTING WITH A FEW THINGS THAT I’M GOING TO GIVE TO YOU.

PLANNING-NESS PDX 2014 | photo from Vintage Portland

GET EXCITED ANDMAKETHINGS


MOST DATA DOESN’T EXIST YET — AT LEAST NOT IN A FORM WE RECOGNIZE.


?DO MOST RUNNERS CARRY A SMARTPHONE WITH THEM WHEN THEY HEAD OUT FOR A RUN


?WHAT DO WE KNOW ABOUT THE RELATIONSHIPS BETWEEN RUNNERS AND THEIR PHONES


QUANTITATIVE VS. QUALITATIVE IS A FALSE CHOICE. THEY ARE INTENDED TO FUEL ONE ANOTHER.



MINES GIVE US ORE, NOT BARS OF IRON.

WE ARE LOOKING FOR THE TRUTH WE ARE LOOKING FOR ANSWERS WE ARE LOOKING FOR THE INTERESTING


THE INTERESTING? !

THE UNANTICIPATED AT SCALE THE MOST TYPICAL THE LEAST TYPICAL OUTSIDERS THAT LOOK LIKE INSIDERS



?SO WE’VE GOT THIS BIG PILE OF INFORMATION…WHERE DO WE GO TO FIND THE INTERESTING


CONVERT A RANGE OF RICH DATA AND DATATYPES TO A COMMON STRUCTURE WE CAN USE TO COMPARE IT.1)


CONVERTING TO BINARY ALLOWS US TO MEASURE IT DISPASSIONATELY AND OBJECTIVELY. !

THINK OF IT AS BEGINNER’S MIND.



AGE 13: !

UNDER 15 OVER 12 OLD ENOUGH TO SEE A PG-13 MOVIE OLD ENOUGH TO BE ON FACEBOOK BORN IN THE 1990’S NOT A DRIVER DOESN’T UNDERSTAND BUFFY REFERENCES

ONCE THE DATA HAS A COMMON FORM, WE CAN BEGIN TO DERIVE OUR OWN CASES AND ASSOCIATIONS FROM IT.2)


ALMOST ANY INFORMATION CAN BE CONVERTED TO ONE OR MORE BINARY DATA POINTS



ZIP CODE 97218 + VOLVO OWNER: !

URBAN VEHICLE OWNER URBAN EUROPEAN VEHICLE OWNER URBAN UPSCALE VEHICLE OWNER? GENTRIFER?

DERIVATION IS AN ART. YOU WILL GET BETTER AT IT. IT GETS MORE INTERESTING WHEN IT BEGINS TO COMPOUND.


INTRODUCE NEW, OUTSIDE DATA INTO THE EQUATION.3)


?“I WONDER HOW __________ IS RELATED TO __________”


POPULATION DENSITY, AVERAGE RAINFALL, BIRTH RATE, COST OF LIVING, AIR QUALITY, WATER TABLES, SALES DATA, AVERAGE HOME PRICE, BOOK SALES, PRODUCT RECALLS AND GAS PRICES.


BUZZDATA THE CENSUS BUREAU DATA.GOV DATA MARKET FREEBASE GOOGLE PUBLIC DATA INFOCHIMPS SOCRATA […]


http://DATA.GOV


“I WONDER HOW __________ IS RELATED TO __________” !

CUSTOMER SATISFACTION w/ AN AUTOMOTIVE BRAND? CUSTOMER SALES DATA FOR A SKATE BRAND? A MEMBERSHIP SURVEY OF A LARGE URBAN LIBRARY? TROOP SATISFACTION DATA ON US MILITARY INSTALLATIONS? RENEWAL REGISTRATION DATA FOR MUSEUM MEMBERSHIPS? CLICK-THROUGH ON A CAMPAIGN FOR A DIAPER BRAND? MEMBERSHIP RENEWAL RATE FOR A WAREHOUSE CLUB? RETENTION RATE FOR AN ONLINE UNIVERSITY?


THIS WILL CHANGE THE WAY YOU CAPTURE DATA — AND THE DATA YOU CAPTURE — FOREVER.

LOWERING THE COST OF ASKING A QUESTION INCREASES THE LIKELYHOOD THAT WE’LL ASK IT IN THE FIRST PLACE



$499.00 USER DATA FROM A FEW THOUSAND PEOPLE + $24.99 WUFOO SURVEY + $0.00 OPEN DATABASE + $0.00 JAVASCRIPT + $0.00 MATH, YO !

$523.99

WHEN THAT COST APPROACHES ZERO, YOUR CAPACITY TO WORK WITH DATA IS LIMITED ONLY BY PROCESSING POWER AND YOUR CURIOSITY.


RUN THE NUMBERS.4)PLANNING-NESS PDX 2014 | photo from Vintage Portland

LOOK FOR THE UNANTICIPATED5)PLANNING-NESS PDX 2014 | photo from Vintage Portland


DECIDING THAT WE’RE IN PURSUIT OF QUESTIONS, NOT TRUTH, CREATES OPPORTUNITY.

A PARTY FAVOR:



THANK YOU KINDLY. @IANFITZPATRICK BEALMIGHTY.COM WINDING.CO


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Low fidelity data mining for planners, from Planning-ness 2014