The document provides 5 golden rules for finding value in big data and avoiding "fool's gold": 1) Don't try to analyze all data, focus on specific areas. 2) Create a solid foundation of clean, organized data. 3) Stay focused on critical areas rather than getting distracted. 4) Apply basic analytical techniques rather than complex methods. 5) Put data at the center of the process, testing ideas and measuring results through iteration.

1. BIG DATA:
A PROSPECTING GUIDE TO FINDING WHERE THE VALUE LIES
AND AVOIDING FOOL’S GOLD
Mark Brown
Data and Technology Director
Starcom MediaVest

2. WE ARE ALWAYS ON

3. The value in ‘Big’ data is
not derived from the
quantity, but the quality of
information it contains.

4. 5
GOLDEN RULES

5. #1 Don’t try and boil the ocean

6. #2 Create a solid data foundation

7. #3 Being focused is critical

8. #4 Apply analytics 101

9. #5 Put data at the centre; test, measure and iterate

10. DATA
AT THE
CENTRE

11. ANY
QUESTIONS
?