The data obsession is an ungovernable disease, contaminating business results and impacting decision making. Desperate to use machines to make sense of insane amounts of data by the second while global marketers strive to convert into learnings and actions. The truth is - the fad is over. Big data is paralyzing us - sucking energy in meetings, consuming our ability to solve problems and moving us away from risk-taking. Who is brave enough to innovate if it contradicts what data says? Who will risk failure? Big data’s coma is our silent suffering of inactivity. How can businesses figure a way out of this massive confusion that BIG data is causing? It is a new era begging for a new approach; one that claims simplification and nimble ways to get to real, actionable insights.

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2020 SXSW

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is everything
90% of the world's data has been
created in the last two years.

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is data, data is culture

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(CREATIVITY)
DATA
DATA MULTIPLIES CREATIVITY

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can make you famous
None is happy all the time and that is ok
72% report that have more bad days than good days.
Only 2% of woman consider themselves beautiful.
You are more beautiful them you think.
30% increase in vasectomy procedures March madnesss
Come and seat at the Jewels Stool

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59% of people tend to share more
negative news on social than positive
Find New Roads with Positivity Pump
Personality InsightsSentiment Analysis

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data unlocks
to help brands get

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we should not use data to be we must use data to not be

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49% of organizations are concerned
about managing big data
38% don’t understand what big data is.
74% of C-suite executives reported that they need to get
their data from multiple, unconnected sources.
BIG DATA
HAS SIMPLY
BECOME BIG
CONFUSION
sources: Monetade

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DATA WITHOUT
APPLICATION
IS JUST
DISTRACTION
sources: Gartner, Forrester and Deloitte
90% of the unstructured data are never analyzed.
73% of all data goes unused for analytics
80 % of the value comes from 20% of the data
41% say their managers are going to take the opposite
action, so why bother?

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Data is alive: grows, change and evolve
The right data is better than a lot of data
Data informed not data driven decisions
Data correlation is magical
Simplify before gets too complicatedANAGEABLE
MART
CTIONABLE
IVE
INKED

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CONTACT INFO
Iris Coldibelli
Insights for Real Impact
iris.coldibelli@martinagency.com
804-698-8928