Cultural Analytics

Cultural analytics is the result of combining big data, digital mapping, and conceptual analysis to anticipate and prepare for the challenges in people’s behavior produced by the digital.

Using cultural networks and social network analysis, we model the behavior of human agents or populations in a given context to understand all its dimensions and variables in a complex settings. Then, we collect data and run simulations and analysis to understand the implications of small changes in behavior over the whole networks. Finally, we apply machine learning and other big data techniques to predict future changes and trends.

We apply our methods in order to understand the diffusion of ideas, to customize the offering of financial products to specific clients, and to improve the performance of yields in precision agriculture.

The CulturePlex Lab has developed many of its tools when studying cultural transfers of ideas, artifacts and cultural products over long periods of time and large geographic spaces, specially during the cultural exchanges of the baroque period.

Cultural analytics is based on three principles:

Model the problem you have in the real world, both conceptually and mathematically, and map it into a data schema.

Collect the data to understand the dynamics of the problem at hand and the issues that emerge from it. Focusing on the emergences will help you anticipate the future and prepare for it.

Effective solutions come from understanding the data in the context of the organization’s mission, the consumers’ desires and emotions, and the insights of domain experts.

Human behavior and culture are digital in the 21st Century, and adopting a digital strategy that serves the organization’s mission is the key for any company or institution whose businesses revolve around people and their behavior.

When a company tries to map out its digital ecosystem to develop a new strategy focused on customer loyalty and operational excellence, we use cultural analytics to draw the strategic map and select the tools that better serve the company’s goals.

When an organization wants to know at a granular level the behavior of its customers, their emotions about products or the weak points that can make it vulnerable to disruption, we use cultural analytics to provide a detailed view of the relevant micro-segments and their.

When a group of researchers focus on integrating the digital to advance their knowledge, we deploy our cultural analytics tools to develop a 360º digital strategy.