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© Annalect Datascience 2014 | confidential
George Maynard,
Group Head of DataScience, Annalect
How are media agencies coping with the data
revolution?
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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
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
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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
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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
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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)
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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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