The document discusses becoming a data-driven company. It outlines the agenda which includes an introduction to Mammoth Data, definitions of big data and new media, industry use cases, and how to become data-driven. It describes challenges such as tradition and disparate data sources that companies face in becoming data-driven. Reasons for overcoming these challenges include cost effectiveness, opportunities for new insights, and competitiveness. The discussion emphasizes the importance of real-time data processing and decision making for new media companies.

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Agenda
● My background
● Mammoth Data
● What is Big Data?
● What is New Media?
● Industry specific use cases
● Become data-driven
● Let’s create something!

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My background
● Studies Communications, PR concentration
● Started w/ Mammoth in December 2011 (Original company name, Open Software Integrators)
● Created the marketing and communications department
● Launched new brand in March 2015
● Currently Vice President of Marketing and Communications

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The Leader in Big Data Consulting
Be more specific, sure!
● BI/Data Strategy
○ Development of a business intelligence/ data architecture strategy.
● Installation
○ Installation of Hadoop or relevant technology.
● Data Consolidation
○ Load data from diverse sources into a single scalable repository.
● Streaming - Mammoth will write ingestion and/or analytics which operate on the data as it comes in as well as design dashboards,
feeds or computer-driven decision making processes to derive insights and make decisions.
● Visualization Tool
○ Mammoth will set up visualization tool (ex: Tableau, Pentaho, etc…) We will also create initial reports and provide training to
necessary employees who will analyze the data.
Mammoth Data, based in downtown Durham, NC

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Big Data is the term for a collection of data sets so large and
complex that it becomes difficult to process using on-hand database
management tools or traditional data processing applications. The
challenges include capture, curation, storage, search, sharing,
transfer, analysis and visualization. - Wikipedia
What is Big Data?

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Let’s go beyond the definition of Big Data!

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What is New Media?
Some more Wikipedia…
● New media most commonly refers to content available on-demand through the Internet, accessible on any
digital device, usually containing interactive user feedback and creative participation.
● For example, new media holds out a possibility of on-demand access to content anytime, anywhere, on any
digital device, as well as interactive user feedback, creative participation and community formation around the
media content.
● Another important promise of new media is the "democratization" of the creation, publishing, distribution and
consumption of media content. What distinguishes new media from traditional media is the digitizing of content
into bits.
● There is also a dynamic aspect of content production which can be done in real time.

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New Media Companies, can you name a few?

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Examples of New Media Companies

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WHY ARE THESE ORGANIZATIONS CONSIDERED
NEW MEDIA COMPANIES?

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Industry Specific
● The industry shares association with software/video game design, television, radio, mobile and particularly movies,
advertising, marketing, retail, and now politics.
● Each industry seeks to gain from the advantages of two-way dialogue with consumers primarily through
the Internet.
● As a device to source the ideas, concepts, and intellectual properties of the general public, the television industry has
used new media and the Internet to expand their resources for new programming and content.
● The advertising industry has also capitalized on the proliferation of new media with large agencies running multi-million
dollar interactive advertising subsidiaries. In a number of cases advertising agencies have also set up new divisions to
study new media.
● Public relations firms are also taking advantage of the opportunities in new media through interactive PR practices.
Interactive PR practices include the use of social media to reach a mass audience of online social network users.

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The “evolution” of New Media.
(Great article from WSJ)

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Let’s get technical.

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What is a Data Driven Company?
● To be data-driven means cultivating a mindset throughout the fabric of the business to
continually use analytics to make fact-based business decisions.
● It is not a “technology” or a product.
● A data driven company has a mature data flow and makes decisions using cross
sections of data such as:
○ Sales to manufacturing
○ Its supply chain
○ Finance
○ Industry and public sources

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Examples of data-driven companies

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Creating & managing a data-driven company

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Challenges to Becoming a Data Driven Company
● Business
○ Tradition
○ Rapidly changing undocumented business processes
○ Lack of management support
○ Undocumented meaning of business data
● Technical
○ Disparate data sources
○ Poorly documented data sources
○ Non-integrated proprietary systems
○ Poorly structured data
○ Traditional data warehouses were cost prohibitive and scaled poorly (both up and
down)

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Reasons Companies Overcome These Challenges
● Cost effectiveness - By integrating supply chain, finance, manufacturing, and sales
data we can make better, more timely decisions (i.e. supply chain integration).
● Opportunity - By using public data, internal data, data about our customers we can find
new opportunities (i.e. customer intimacy).
● Competitiveness - Competitors are making better use of data to target our customers
and potential customers.
● Regulatory Requirements - Regulations are driving innovation in finance and health
care. Often times this requires better understanding of the data and more effective
means of storing and analyzing the data.

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Moving to Real Time
THIS IS IMPORTANT FOR THE EVOLUTION OF NEW MEDIA COMPANIES
● While companies are moving to become more data driven, they are also moving to more
“real-time” processing of data and decision making.
● This affects not only the processes companies use to make decisions, but the way
they process and store data.
● This also affects relationships with suppliers and other vendors -- it often involves
negotiating new interfaces (technical and personal) with other companies.
● Storage systems and data processing systems have to be adapted to summarize or
analyze data “on the fly.”

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Stages of Development
Data Consolidation and
Analytics
Computer-aided
decision making
Real-Time
Computer-aided
decision making
Semantic Web,
Natural Language
Everything as a Service

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Let’s create something!

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Questions?