Sanjeet Matharu

How to Do Data-based Products

This article is written by Mohammad Eslim, a Contributor Author at Startup Istanbul.

Sanjeet has been working at Twitter as the Lead Technology Creative for Brand Strategy EMEA. He is an expert on the role and application of technology and adtech and has delivered award-winning campaigns for global brands. He’s a strong advocate of ecosystems and partnership, and has been fortunate enough to work across cultures and geographies to understand how the application of technology is more important than buzzwords. He has delivered campaigns utilizing the latest technologies for clients such as Burberry, TopShop, Unilever, Tesco, Samsung, Xbox, John Lewis, Adidas, Volkswagen, Playstation, Orange and others.

Simple words in a tweet have a larger value than it seem, there are many platforms that for people to use where they share their experiences, express their feelings and moods, share their opinions among doing other things. Facebook and Twitter are two leading platforms with huge base of users in the social media sector around the globe.

So understanding how these tweets and posts you share across those platforms can have this huge effect that companies would have to be accustomed to it, how do we deal with it? Well, for starters you, as a person in a business built based on the data, have to know that there are a billion tweets received every two days, which leads us to acknowledge the enormous amount of data collected about almost everything from people around the world. That of course tells us something about the size of the servers used to store the whole data, but that’s not the real issue here.

The main thing that should grasp our attention here is the huge amount of data we post without actually realizing the effect it can have on the businesses some company have, the changes of decisions in many aspects or the products that can be built based on it.

Flowics, for a simple example, is a company build on basis of data collected from Twitter and serves right back into the social media, it’s an Audience Participation Platform for brands and media to attract, retain and monetize audiences on all digital environments.

In the 21st century with the technology exponential boost in every aspect of our lives, all of the abilities we couldn’t pursue has flourished with the artificial intelligence and the big data. And as so, it became easier to see the new trends and know what people like to do, like to have, want to do, want to achieve and what they choose; thus, first thing is that you need to be in a position to focus and whether it’s media, brands, consumer or business and if it’s something that is going to go beyond for 12 months, 18 months or more. Also you shall know how easily can you prototype and build something that will scale you in the business.

The second step is to be eco-friendly in the meaning that you need to get access to a section of the Twitter’s data and not all of it because you need to build something very quickly. There are public accessible APIs that are very easy to get hold of, we got the Streaming APIs that allow you to give you an insight to what is happening right now and you can use your own logic on top of that and create something compelling for yourself. We also have the REST APIs which give you detailed analytics data you can go back into follow grass to understand social communities.

And of course don’t forget the basics, there are a lot of companies out there who don’t have version one product of Twitter but they excel at customers service and they keep coming back and keep growing and in doing so they keep getting better while using the APIs and building on them. Metrics are of a great deal of importance as you need to understand the data behind every failure.

─ November 10, 2019