A little bit of provocation about real time data

1. The end of data and the last
byte
Chris
Head of Engineering, MediaCom
@bassbinns74

2. Is real time data
really influencing
planning?
NO

3. Is real time
really influencing
(media) planning?
NO

4. “Every day, three times per
second, we produce the
equivalent of the amount of data
that the library of congress has in
its entire print collection. Most of
it is IRRELEVANT NOISE. So
unless you have good techniques
for filtering and processing the
information, you’re going to get
into trouble”

5. Fuelling this kind of nonsense

6. Nonsense only these things can
“parse”

7. And we all know what happens
when the Nexus 6 makes plans

8. Is real time
really influencing
(media) planning?
NO

10. Quantification of
investment decisions
based on
consumer/behavioural
/brand/cultural insight
to effect a (business)
outcome and create
value

11. Not . . .

12. Not . . .

13. Not . . .

14. More this . . .

15. This many people and this much tech
have to create an awful lot of value

16. Is real time
really influencing
(media) planning?
NO –
So how could it (you
cynic)?

17. 1. Move beyond
monochromatics

18. 2. Learn to jump the data
streams

19. 3. Pattern recognition is a state of
mind

20. 4. Don’t let data cloud the
insight

21. 5. Don’t let the viz cloud the
value

22. My advice?
1. Develop plausible provocations first
Find insight that proves or disproves them
2. Focus on executable value
What will effect the business outcome you’re after?
3. Open data systems thinking
Challenge the closed constructs
4. Exist on the edges
Nothing and no-one is right

23. Put more succinctly: Plan for the
potential in context & precision (as
always)
Trended data
to
bonding of art
& science of
content dev
Small data,
always
there:
Names

24. And employ

25. Because
We are bombarded with
misinformation, disinformation,
no information or too much
information at pretty much every
turn we take
Abby Covert, Information Architect, abbytheia.com