The document discusses the challenges and changes media agencies face due to the data revolution, emphasizing the exponential growth of data and the necessity for new skills and infrastructure. It highlights the impact of programmatic buying and real-time bidding on agency operations, while underscoring the importance of adopting a data-centric mindset throughout organizations. The need for creative thinking alongside technological advancements is also acknowledged.

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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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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

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For context that is equivalent to everybody on
earth tweeting constantly for over 400 years*
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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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25. New infrastructure required
Rackspace

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New people required
Me
Who knows
Python?

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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)

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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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34. Thank you
George Maynard
george.maynard@omnicommediagroup.com
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