As we all know in interactive, data is everywhere - everything we do is or can be tracked. The question is are we looking in the right place.
This is a very interesting visualization of information from a somewhat different angle. This organic visualization, "code swarm" by Michael Ogawa from UC Davis is history of commits to a software project (a commit happens when a developer makes changes to the code or documents and transfers them into the central project repository). However, instead of focusing on the actual code, the focus is on the relationships between developers and their code.
Other than this being a great way to look at a universe of information based on relationships, time and events, I think there could be a real opportunity for us as digital marketers to use models like this from an analytics perspective to find new ways of targeting messages to customers.
Imagine doing a similar exercise for a client. Would there be patterns that we have not seen before and how could we leverage those patterns from a marketing and experience perspective?
See more videos at
http://vis.cs.ucdavis.edu/~ogawa/codeswarm/
Baron Conway
Strategists & Planners