Marchex

There's a relatively long tradition, in the field of data visualization, of tracking the way we swear. This makes sense. Not only is it fun to track, but cursing is also conveniently specific as a data set; you've got your f-bombs and your double hockey sticks and your bodily functions, and, factoring in their permutations, you're good to go. Plus, you don't need much sophisticated sentiment analysis to ensure that your data are accurate: An f-bomb is pretty much an f-bomb, regardless of the contextual subtleties. As a result of all this, we, the public, get treated to sweary heat maps. And more sweary heat maps. And sweary interactive maps. There's just something about big data and sailor-cursing that complement each other—like peanut butter and mothereffing jelly.

Traditionally, those maps are based on text—on swears that are typed into Facebook or, even more publicly, Twitter. Making a map of the sweariest states requires simply gathering geocoded posts, isolating the swears, and going from there.

A new map, though, takes a more complicated approach. Instead of using text, it uses data gathered from ... phone calls. You know how, when you call a customer service rep for your ISP or your bank or what have you, you're informed that your call will be recorded? Marchex Institute, the data and research arm of the ad firm Marchex, got ahold of the data that resulted from some recordings, examining more than 600,000 phone calls from the past 12 months—calls placed by consumers to businesses across 30 different industries. It then used call mining technology to isolate the curses therein, cross-referencing them against the state the calls were placed from.