The document discusses the rise of big data and how everything is now connected to the internet and generates large amounts of data. It provides examples of how much digital content and transactions happen every day. It then discusses how companies can harness big data by using technology platforms to analyze and classify data to gain insights and make better decisions. The document uses Mindshare as an example of how they use different tools like CRM, RTB, RTC and RTE to leverage big data for applications like advertising, recommendations, and content personalization. It concludes by noting that while big data is not as developed in Asia yet, it will continue growing due to improving data ecosystems, technology and market understanding.

1. Big Data
Vietnam and the data
ecosystem
Tom Simpson
Head of Digital

2. In 1996 it took 25 minutes to download 1 song.

3. Now it takes just 25 seconds on your mobile phone.

4. 30 billion pieces of content are shared on Facebook everyday.

5. Making him a lot of money… But we’ll come back to that.

6. 340 million tweets are sent every day. That's nearly 4 thousand
per second.

7. 10 thousand payment card transactions are made every second
globally.

8. The world is going through a period of profound change.
8

9. It’s happening quickly and it’s driven by technology and the
internet.

10. Because of this change more data than ever before is now being
generated, collected and warehoused.
Ecommerce
Offline
Website
Purchase
Social
Location
Network
Mobile Search

11. #bigdata is a popular term used to describe this exponential
growth in availability and use of information.

12. Simply put: Everything is now on the Internet. The Internet has a
lot of data. Therefore, everything is Big Data.

13. “Buzzwords don't come any bigger than Big Data” – Clay Shirky,
2012

14. Global interest in Big Data has risen 10x since 2011. In Vietnam
people are just starting to talk...

15. So how big is Big Data?

16. “640KB should be enough for anybody” – Bill Gates, 1981

17. Google now processes 4 EB per day. That’s 250 Million iPhones
full of data.

18. 50% projected annual growth in the volume of data generated.
120% if you are in media and marketing.

19. The “internet of things” will take us to even bigger data.

20. Three Big Data realizations.
Harnessing and
The issue is not
using relevant
that you are It's what you do
data to make
acquiring large with your Big
better decisions
amounts of data. Data that
is key. This is the
You definitely matters.
vision for Big
have Big Data.
Data.

21. Manage a public health response.

22. Improve your chances of getting a date.

23. Run an election campaign.

24. Manage and stock your store.

25. Curate and create content. Personalized TV channels anyone?
25

26. Improve and understand the world’s fitness.

27. Manage credit risk using social profiles.
27

28. Dynamically price products to drive profit.

29. Harnessing Big Data means using a technology platform.

30. Technology platforms allow you to make Big Data useful.
Classification
•Organize data
so you can use
it
Data mining
•Create
actionable
insight

31. How we use Big Data at Mindshare.
CRM (Customer RTB (Real Time
Relationship Bidding)
Management) • Programmatic ad buying
• Mine CRM programs for with our DSP to ensure
insights that increase right person, right price,
audience understanding right time - ultimately
and drive new products, most buying in $700bn
strategies or campaigns media industry moves to
this model
RTC (Real Time RTE (Real Time
Commerce) Experience)
• Send tailored • Creative optimization of
recommendations to digital platforms to
mobile devices at just the ensure the right ad, or
right time, while the right content, for the
customers are in the right person at the right
right location to take time
advantage of offers

32. Why is Big Data not bigger in Asia?
Undeveloped
data
ecosystem
Low market
understanding
Lack of DMP
technology

33. Data processing already sits at the centre of every decision we make.

35. Thankyou