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George Maynard, Group Head of DataScience at Annalect, shares his thoughts on how media agencies are coping with the big data revolution at an IPA 44 Club event in London. To learn more about The IPA visit www.ipa.co.uk and The 44 Club here www.ipa.co.uk/groups/44-club-2
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© 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?
2
© Annalect Datascience 2014 | confidential
Technology has changed our behaviour
3
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
9
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*
5
2014 - 2414
* Based on EMC definition of 1 ZB
© Annalect Datascience 2014 | confidential
Just enough to fit on the NSA’s data centre in
Utah…
6
…they have 5ZB
© Annalect Datascience 2014 | confidential
So how are we coping with the data revolution?
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© Annalect Datascience 2014 | confidential
Defining it - The 3 V’s
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Velocity
Volume
Variety
Gartner: 2001
© Annalect Datascience 2014 | confidential
The 4 V’s
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Velocity
Volume
Variety
Veracity Value…
Gartner: 2001
+
IBM: 2012
© Annalect Datascience 2014 | confidential
More V’s - even the definition has expanded
10
Velocity
Volume
Variety
Veracity Value…
Gartner: 2001
+ +
IBM: 2012
© Annalect Datascience 2014 | confidential
What does this mean for media agencies?
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© Annalect Datascience 2014 | confidential
Our raison d’être
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Source: http://www.marketingtech.org/wp-content/uploads/2013/09/Brand-vs-Consumer.jpg
© Annalect Datascience 2014 | confidential
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
© Annalect Datascience 2014 | confidential
Now it’s much more complicated
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© Annalect Datascience 2014 | confidential 15
How is this impacting us?
© Annalect Datascience 2014 | confidential
3 billion data points coming in every single day
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and more…
© Annalect Datascience 2014 | confidential
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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© Annalect Datascience 2014 | confidential 19
© Annalect Datascience 2014 | confidential
Programmatic buying has led to Real Time
Bidding (RTB) via agency trading desks
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DSP
Trading Desk
© Annalect Datascience 2014 | confidential
From DSPs to DMPs – Essentially acting as
Cookie junctions
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© Annalect Datascience 2014 | confidential
Even more ways to reach specific micro
audiences
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© Annalect Datascience 2014 | confidential
Old world and new world coming together
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© Annalect Datascience 2014 | confidential
“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
© Annalect Datascience 2014 | confidential
New people required
Me
Who knows
Python?
© Annalect Datascience 2014 | confidential
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
28
© Annalect Datascience 2014 | confidential
“The only constant is change.”
- Heraclitus
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© Annalect Datascience 2014 | confidential
Open Data
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© Annalect Datascience 2014 | confidential
Open vs. Private
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© Annalect Datascience 2014 | confidential
Robots – Friend or Foe?
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© Annalect Datascience 2014 | confidential
We still need clever and creative thinkers!
33