Sometimes in the world of social data it is hard to grasp the amazing possibilities when we use words to describe things. The old adage that a picture is worth a thousand words is true, so we wanted to show you what our new Profile Geo enrichment does.
First, here is what Profile Geo is:
Gnip’s Profile Geo enrichment significantly increases the amount of usable geodata for Twitter. It normalizes unstructured location data from Twitter users’ bio locations and matches those latitude/longitude coordinates for those normalized places. For examples, everyone who mentions “NYC,” New York City,” “Manhattan,” and even some odd instances like “NYC Baby✌” all get normalized to “New York City, New York, United States” so they’re easy to map.
We think this is really powerful stuff. These maps were created using 2 sets of Tweets taken over 3 Sundays where we were looking for Tweets containing the term “football.” The map for Standard Geo is comprised of Tweets where users specifically geotagged their Tweet with their latitude and longitude (natively in the Twitter payload). The map for Profile Geo is comprised of Tweets where Gnip was able to enrich additional Tweets and assign the Tweet to a latitude and longitude.
As you can see the amount of location data available through Profile Geo is significantly higher than through Standard Geo. To be specific, we did our “football” search using the Decahose, a random sampling of 10% of the full Twitter firehose. Standard Geo returned just under 3,000 Tweets, while the Profile Geo search returned more than 40,000 Tweets! (Multiply those by 10 to get approximations of firehose volumes) With this additional geodata the possibilities are limitless. The NFL can understand the demographics of their demand better, football clubs in the UK can see how far their reach is, TV networks can use this data to tailor media, among infinite other uses.
If you were to remove the search for “football” and use the entire firehose of Twitter data you’d find that you can receive roughly 15 times the amount of geo-relevant data by using Gnip’s Profile Geo enrichment instead of just the geodata in the standard stream. Anyone using geodata in their social data analyses should find great value in this dramatic increase in georelevant data.
If images are better than words, then interactive maps are better than images. Here are the maps so you can play around and see the difference yourself. Zooming in will depict just how much more data is available with Profile Geo in clear detail: