SlideShare a Scribd company logo
Small Data
Using mash ups to plug the data gap
Bigcompetitors. Bigbudgets. Bigdata.
Lotsandlotsofsmalldata
1st party
‘customer’ data
Drivers Barriers
3rd party behavioural
data
3rd party macro dataMarketing
performance data
Mashups=actionable insights
Drivers Barriers
+ =
Mashups=actionable insights
=
Dec-17
2.95m
FVP devices sold
to end Dec
1.54m
(52% cum sales)
Used at least once
in the previous 6
months for
watching VoD from
one of BBC, ITV, C4
810k
(27% cum sales)
Used for VoD in
December
c. 500k
Used on FV main sets
(“pure” FV+FVP homes)
+ + /-+
Beautiful constraints
1.Lookforrelationshipsandpossiblemashups. Pluggapswithproxies.
2.Experimentandbuildinfeedbackloops.
3.Don’tforgetwe’rehuman(letdatadecide,butbewareoffallacies)
Bye!
Bye!

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Small Data: Using Mashups to Plug the Data Gap