Direct and indirect beneficiaries of innovations relating to the Big Data phenomenon, the media must develop new standards and processes to capture the full potential of data. Hugues Rey will explain to us how the media agencies can play a role in this process and what developments are in progress. Didier Joos will show us how media-related data can be processed to enable advertisers and producers of content to derive maximum value from it.

1. BIG DATA
A NEW CURRENCY IN
THE MEDIA MARKET ?
Hugues L. Rey – June 2013

4. Big Data
… is 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

5. Challenges & Opportunities
Capture, curation, storage
Search, sharing, transfer
Analysis and visualization
Volume (amount of data)
Velocity(speed of data in and out)
Variety (range of data types and sources)
Douglas Laney - Gartner

6. Big ? 2012: 2.5 quintillion (2.5×1018) bytes

7. Big Data & Marketing
When MadMen meet MathMen

8. Small
Reach & Profile (Sample)
Digital (Reach x Sample)
---
Data Sources Evolution (Communication)
From Small to Big
Big
---
Digital (Reach x Ad)
Social & Mobile (Behavioral,
Sentiment, Open)
IOT (Internet of Things)
Single Source vs Fusion (Big)

9. Several Sources & Frequencies (Mainly Small)

10. Late 90’s - A major step ahead
Individual Data (Digital) = Big

11. Social Data (Big)
Facebook 'likes' predict personality
Researchers at Cambridge
University used algorithms to
predict religion, politics, race and
sexual orientation.
The algorithms proved 88%
accurate for determining male
sexuality, 95% accurate in
distinguishing African-American
from Caucasian-American
85% for differentiating Republican
from Democrat.

12. 60% of the Belgian owned a ‘Digital TV’
(Source: Multiscreen & Mobile Survey (MMS) – Havas Media Belgium 12/2012)
Despite the penetration of the new devices, alternative consumption of
linear TV is mainly watch from a ‘traditional TV set’.
But, opportunities of ‘media meshing’ are multiplied by the abundance of
devices

13. Social TV 2013: The Voice Belgique Case
Breaking the silos starts
with sharing experience
and currencies

14. 4
I Watch
4
Big Data, Smart Média
Global Context

16. 5
5
Big Data, Smart Média

17. IOT – 20Km Live

18. Internet Of the Things (IOT)

19. IOT – New Internet Inhabitants

20. TV - More (Big) Data ?
Facial recognition + Set Top Box + …

21. Challenge – Cross the data – Unique Person

22. Tv + Digital – Single Source
A wet dream ? A nice theory ? Small Data !

23. Real Time Marketing is Now !
Source: http://therealtimereport.com/ + GolinHarris

24. Google Now – Data Based Communication
We all need a lot of
information to get through
our day
Imagine if it was just there for
you, right when you needed
it.
The right information,
at just the right time.
Stuck in traffic jam ? Save your time.
Based on your personal data
Geo Localization
Gmail
content
Google
calendar
Google Searches
Vocal Requests
Manage Your Day
Stay Connected
Be Local
Create opportunities to pop in Google Now based on consumption momentums

25. Remarketing
97% of new visitors do not convert after their first visits

27. The advertiser
delivers the ad
The
impression is
auctionned
27
Buyers place a bid
(CPM)
according to the
estimated value of
each impression
<150 msADVERTISING
1
3
5
The highest bid
« wins » the
impression
4
2The Internet
user visits
a web page
Buy
now
!
0.52€0.67€0.75€01.05€
cookie
Real Time Buying – Advanced Display

28. REAL TIME BIDDING
Is not about buying more media
is not about buying cheaper media
Is about better personalized media

29. 77%
95%
42%
16%
4%
57%
8%
1% 1%
Budget Clicks Leads
CPM (Context)
RTB
CPC Networks
Advanced Display: Efficiency
Source : Havas Media Benchmark

30. TV Advertising will be behavioural, adressable,
involving and real-time bought

31. (Marketing) Data Management Process
EO P
Company Communication -> Dashboard/Insights/Short-Middle Term Decision
Sales Predictions
Model
Explanatory Factors
Sales Volume – Price Variation
Promotion – Sampling
HISTORICAL INTERNAL FACTORS
COMPETITORS
E
P
Sales
Price Variation
EXOGENE FACTORS
Weather
Economic Situation
O
THE COMPANY
Ad Hoc

32. Global insights and monitoring

33. 52
External Data
Data
Intelligence
Brand
platform
Data
Mining
Smart
Media
Earned
Owned
Maximizer
Conversions
Social
DB
Impressions
+
+
+
+ +
++
Direct
Commerce
Booster
Real Time Optimization

34. Prospective & Conclusions

36. “By 2017, the CMO will spend more on IT than CTOs will”.
*Laura McLellan, Gartner

37. Avinash’s 10/90 Rule

38. Big Data Management offers us opportunities
Digitalization is a fact… no Media dies…
The majority are empowered by the digital opportunities.
Consumption of content is growing on all platforms.
Consequently, we have opportunities
1. A better integration in the reality of the advertisers business
2. Interactive and personal communication which will be based on
long term based scenarios (storytelling) and broadcast in real time
3. Real time marketing is a synonym of better (not of more or cheaper)
due to the added-value of data
4. Handle Big Data and Transform it in Smart (usable on short, middle,
long term) actionable Points

39. 39
More about POE 2013 ?
Please join us on June the 20th !
www.huguesrey.com
www.facebook.com/havasmediabelgium

40. THANK YOU
Hugues.rey@havasmedia.com
#huguesrey