This document discusses big data and how context is important for extracting meaningful insights from large datasets. It provides examples of big data sources like images, video, audio and text. Big data algorithms are needed to filter out noise and extract real human meaning from the data by understanding context. Predictive tools like Google Now track online behavior over time to predict what information a user might need. The document also discusses how diversity in learning can foster more creative thinking when analyzing big data. Finally, it outlines two areas where big data and creativity meet in marketing - optimization by detecting patterns in large observations, and experimentation by rapidly testing and refining multiple digital messages.

1. THINK
THROUGH
YOUR DATA
WWW.EUSS.EDU

2. #BIGDATA
Extremely large data sets that may
be analysed computationally to
reveal patterns, trends, and
associations, especially relating to
human behaviour and interactions.

3. 1.IMAGE
2.VIDEO
3.AUDIO
4.TEXT
#TYPES

4. INSIGHTS

5. CONTEXT MATTERS
The Age of Contex
Naked number 31 doesnt have any
relevance unless more info is provided.

6. CONTEXT MATTERS
Extract Real Intelligence From Data
We need algorithms to boil off the noise
and extract the signals, or real human
meaning, from the data.

7. CONTEXT MATTERS
Getting Contextual
Google Now, which tracks your online behavior and
uses this data to predict the information that you will
need, such as local traffic or weather updates.

8. CREATIVE THINKING
Diversity in learning
Having knowledge other than a single
subject can help the analysts to think in
a diversified yet creative way.

9. 2 AREAS WHERE BIG DATA AND
CREATIVITY MEET IN MARKETING
TODAY.
1. OPTIMIZATION
Big data can be widely helpful in optimization problems,
where general rules are known and patterns can be detected
from enough observations. This is why it works well in
optimizing media buys or predicting demand within a tight
time-frame, given no fundamental shifts in the environment –
in other words, no new mediums or new products.

10. 2 AREAS WHERE BIG DATA AND
CREATIVITY MEET IN MARKETING
TODAY.
2. EXPERIMENTATION
Marketers are testing, rapidly refining and optimizing
multiple digital messages to find the “winning”
message for broad use. Once a few possible
messages have been determined, then they can be
tested with or without the use of big data.

11. THANK YOU
HAVE A NICE DAY!