How media agencies solve the big data revolution

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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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How media agencies solve the big data revolution

  1. 1. © Annalect Datascience 2014 | confidential George Maynard, Group Head of DataScience, Annalect How are media agencies coping with the data revolution?
  2. 2. © Annalect Datascience 2014 | confidential So why are we here? 2
  3. 3. © Annalect Datascience 2014 | confidential Technology has changed our behaviour 3
  4. 4. 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 GlobalDataCentreIPTraffic (Zetabytes) Source: Cisco - http://www.cisco.com/c/en/us/solutions/collateral/service-provider/global-cloud-index-gci/Cloud_Index_White_Paper.html
  5. 5. © 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
  6. 6. © Annalect Datascience 2014 | confidential Just enough to fit on the NSA’s data centre in Utah… 6 …they have 5ZB
  7. 7. © Annalect Datascience 2014 | confidential So how are we coping with the data revolution? 7
  8. 8. © Annalect Datascience 2014 | confidential Defining it - The 3 V’s 8 Velocity Volume Variety Gartner: 2001
  9. 9. © Annalect Datascience 2014 | confidential The 4 V’s 9 Velocity Volume Variety Veracity Value… Gartner: 2001 + IBM: 2012
  10. 10. © Annalect Datascience 2014 | confidential More V’s - even the definition has expanded 10 Velocity Volume Variety Veracity Value… Gartner: 2001 + + IBM: 2012
  11. 11. © Annalect Datascience 2014 | confidential What does this mean for media agencies? 11
  12. 12. © Annalect Datascience 2014 | confidential Our raison d’être 12 Source: http://www.marketingtech.org/wp-content/uploads/2013/09/Brand-vs-Consumer.jpg
  13. 13. © Annalect Datascience 2014 | confidential How this used to work 13 Source: http://blog.gsdm.com/wp-content/uploads/2011/10/social-media-graphic-consumer-perspective-traditional-era1.jpg
  14. 14. © Annalect Datascience 2014 | confidential Now it’s much more complicated 14
  15. 15. © Annalect Datascience 2014 | confidential 15 How is this impacting us?
  16. 16. © Annalect Datascience 2014 | confidential 3 billion data points coming in every single day 16 and more…
  17. 17. © Annalect Datascience 2014 | confidential All this is increasing faster than we thought 17 OMG data growth Original Estimate Revised Estimate (Late 2013) Current Estimate Actual Usage
  18. 18. © Annalect Datascience 2014 | confidential What do Jack Bauer and big data have in common? 18
  19. 19. © Annalect Datascience 2014 | confidential 19
  20. 20. © Annalect Datascience 2014 | confidential Programmatic buying has led to Real Time Bidding (RTB) via agency trading desks 20 DSP Trading Desk
  21. 21. © Annalect Datascience 2014 | confidential From DSPs to DMPs – Essentially acting as Cookie junctions 21
  22. 22. © Annalect Datascience 2014 | confidential Even more ways to reach specific micro audiences 22
  23. 23. © Annalect Datascience 2014 | confidential Old world and new world coming together 23
  24. 24. © 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 24
  25. 25. New infrastructure required Rackspace
  26. 26. © Annalect Datascience 2014 | confidential New people required Me Who knows Python?
  27. 27. © Annalect Datascience 2014 | confidential New people requiredAnd ‘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)
  28. 28. © Annalect Datascience 2014 | confidential And we’re having to communicate more 28
  29. 29. © Annalect Datascience 2014 | confidential “The only constant is change.” - Heraclitus 29
  30. 30. © Annalect Datascience 2014 | confidential Open Data 30
  31. 31. © Annalect Datascience 2014 | confidential Open vs. Private 31
  32. 32. © Annalect Datascience 2014 | confidential Robots – Friend or Foe? 32
  33. 33. © Annalect Datascience 2014 | confidential We still need clever and creative thinkers! 33
  34. 34. Thank you George Maynard george.maynard@omnicommediagroup.com 34

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