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El impacto del Big Data en la estrategia de
negocio de los medios de comunicación
Too many
Vs for Big
Data
Batch of new technologies that allow
us to extract value out of a dataset
which, due to it’s volume, variety or
velocity, was not previously exploited
“Set of new technologies, able to extract additional
value of all the available data of a company”
Petabytes: Google 300 PB, facebook: 45 PB, Yahoo! 180 PB
Exabytes: U.S. healthcare
Zetabytes: 2011, 1.8 ZB created. World Information 9.57 ZB
YottaByte, Brontobyte, GeopByte to be reached
I don’t have so much data…A big European company = Terabytes
Why does it apply to my case?
Ever increasing amount of data, and
more heterogeneous:
Ubiquity, mobility, geolocation, social
networks, internet, sensors, M2M
Unstructured or semi structured data, equal to 85% of available data,
is not used by companies
This represent the new Fuel for companies
Specially for media
You can’t stay stuck in old
paradigms
MARKET TRENDS
Value and real ROI are the best KPIs
•Increase of client acquisitions
• Resource optimization
• Increase in sales
• Customer loyalty
It is not just another trend
Opportunities/possibilities
Threats/risk for mediaThreats/risk for media
The Bubble filter
You must enter in the user bubble
83% of the surveyed companies were
able to do things with Big Data that
seemed impossible to achieve before
“The art of possible”
“Impossible is not a fact, it’s an opinion”
DATA JOURNALISM
&&
DATA DRIVEN JOURNALISM
“Datajournalism can be based on any data that has to be processed first with
tools before a relevant story is possible. It doesn't include visualisation per se"
Data journalism with Social networks tracking (Tag Clouds)
Data journalism with Social networks tracking and flow of data
Data journalism with Social networks tracking and geolocation
Data journalism with Sentiment analysis and semantic engines
Description:
Search the social network comments and
mentions of interest of a particular issue or event
for further evaluation, influencers detection and
graphical display of the conversation to facilitate
analysis.
Advantages:
�Show real-time event (symposium, forum,
seminar, etc..) with visual information.
Data journalism with Social networks tracking Application
� Get opinions and feelings about a topic in social
networks in real time
�Identify the influencers of a hot topic
� Risk detection and prevention
� Emotional mining: Know the term that is most
popular for some people, brand, event, etc.and
this way you can know about the generated
feelings by the most important terms.
Description:
Search the network content and publications on
specific subjects of our interest, to detect, filter,
collect and process relevant information in semi-
real time or batch.
Associated with the semantic analysis this allows
the detection and classification of the contents
effectively.
Advantages:
Data journalism with Web Content Crawling and Scraping
Advantages:
Allows the generating of sites in a dynamic way
without any intervention or exhaustive searches,
with the contents collected and categorized.
Unifies in a single web all the tasks that users have
to do manually, so it saves them money and
generates loyalty.
EXAMPLES MEDIA COMPANIES
Description:
Customizing homepages based on user navigation
Analysis and customization of the homepage and site in
real time for each user based on their browsing
Modification of contents, highlights, ads, in real time
based on user history
Advantages:
Over 300% increase in clickthrough
Creating millions of web pages in real time
Customizing Web Sites: Behavioral Customization
+160% clicksvs. one size fits all
+79% clicksvs. randomly selected
+43% clicksvs. editor selected
Recommended links News Interests Top Searches
Creating millions of web pages in real time
Increasing Conversions
Increase in sales
Cost ten times lower than other solutions
Description:
Monitoring the download and
streamming of videos.
Analysis of streaming
Quality of streaming
Tele5: Monitoring of Streaming Videos
Peaks of service and bottle neck
Advantages:
Problems detection and alerts
Optimization of service
Tracking of campains
Description:
Allows you to label and categorize automatically and
massively, any type of content or information.
Advantages:
Allows searching, categorization, clustering, and be
able to extract value out of information otherwise
hardly findable and usable.
Utilizes state of the art tools to identify entities, NED
systems, NERD. These tools combined with the use of
disambiguation of entities using a Big Data system
containing the Wikipedia and other sources of
information.
Massive information tagging
Speed processing capabiliPes and data volume
superior to that of other systems.
Description:
Newsletter development, email-marketing or any
other sent material segmented by individual
preferences
Analyzes and takes into account:
• Financial information and user data
• Navigation and usage information from previous
marketing shipments
• Mobile app data (GPS, payments, browsing of
offers…)
• Users’ information from the social networks
Personalized Marketing with Big Data
• Users’ information from the social networks
Advantages:
Increased clickthrough
Increase in conversions and sales
Natural language processing – semantics and
sentiments
Combines private and public data
Description:
Big Data Search Assist: Search engines optimized for Big
Data with self-learning improvements based on use
Search engines for websites, intranets, apps
With instant real-time search, single box with natural
language processing, suggestions, highlighting,
automatic corrections, “you wanted to say” tips, etc ...
Advantages:
Search Engines
Advantages:
Easy management for business users: Order of results,
filters, etc ...
Advanced features of the search engines with a cost ten
times lower than other solutions
Improved performance and scalability compared to
other solutions
Easy to integrate and use
SUMMARY
Is not about Big Data, is about getting value from data:
To have applications managing data that help people to make
better his work
To get all the data from your users to make the best use of
the contents you have:
• Customization• Customization
• Recommendation
To generate contents from data in news ways of visualization:
Data Jounalism
The Opportunity to …
Ride The “Big Data” wave
Q&A
THANKS
“the best way to predict the future is to create it”
THANKS
Organizadores Sponsor platinum
Sponsor Gold Con el apoyo de Socio tecnológico
Nicolas Moulard, Director de Actuonda
Tel : +34 699 248 200
@Radio_20