How media agencies solve the big data revolution

© Annalect Datascience 2014 | confidential

George Maynard,

Group Head of DataScience, Annalect

How are media agencies coping with the data

revolution?

© Annalect Datascience 2014 | confidential

So why are we here?

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Technology has changed our behaviour

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Which this year will generate 4 zetabytes

2.6

3.3

4.2 5.2

6.4

7.7

0

1

2

3

4

5

6

7

8

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2012 2013 2014 2015 2016 2017

Glo

bal D

ata

Cen

tre I

P T

raff

ic

(Zeta

byte

s)

Source: Cisco - http://www.cisco.com/c/en/us/solutions/collateral/service-provider/global-cloud-index-gci/Cloud_Index_White_Paper.html

© Annalect Datascience 2014 | confidential

For context that is equivalent to everybody on

earth tweeting constantly for over 400 years*

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2014 - 2414

* Based on EMC definition of 1 ZB

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Just enough to fit on the NSA’s data centre in

Utah…

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…they have 5ZB

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So how are we coping with the data revolution?

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Defining it - The 3 V’s

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Velocity

Volume

Variety

Gartner: 2001

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The 4 V’s

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Velocity

Volume

Variety

Veracity Value…

Gartner: 2001

+

IBM: 2012

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More V’s - even the definition has expanded

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Velocity

Volume

Variety

Veracity Value…

Gartner: 2001

+ +

IBM: 2012

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What does this mean for media agencies?

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Our raison d’être

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Source: http://www.marketingtech.org/wp-content/uploads/2013/09/Brand-vs-Consumer.jpg

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How this used to work

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Source: http://blog.gsdm.com/wp-content/uploads/2011/10/social-media-graphic-consumer-perspective-traditional-era1.jpg

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Now it’s much more complicated

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How is this impacting us?

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3 billion data points coming in every single day

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and more…

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All this is increasing faster than we thought

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OMG data growth

Original Estimate

Revised Estimate

(Late 2013)

Current Estimate

Actual Usage

© Annalect Datascience 2014 | confidential

What do Jack Bauer and big data have in

common?

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Programmatic buying has led to Real Time

Bidding (RTB) via agency trading desks

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DSP

Trading Desk

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From DSPs to DMPs – Essentially acting as

Cookie junctions

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Even more ways to reach specific micro

audiences

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Old world and new world coming together

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“The secret of change is to focus all of your energy,

not on fighting the old, but on building the new.”

- Socrates

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New infrastructure required

Rackspace

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New people required

Me

Who knows

Python?

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New people required

And ‘traditional’ media-types need to get on board

“We are already making the technical leaps

necessary within pockets of our organisations,

but rather than be just a team or specialism,

data-centricity is one way of describing a

broadly-adopted skill and mindset in itself.”

- Dylan Mouratsing (Evidence Director, Manning Gottlieb OMD)

© Annalect Datascience 2014 | confidential

And we’re having to communicate more

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“The only constant is change.”

- Heraclitus

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Open Data

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Open vs. Private

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Robots – Friend or Foe?

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We still need clever and creative thinkers!

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Thank you

George Maynard

george.maynard@omnicommediagroup.com

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