how media agencies solve the big data revolution

© Annalect Datascience 2014 | confidential

George Maynard,

Group Head of DataScience, Annalect

How are media agencies coping with the data

revolution?


So why are we here?

2


Technology has changed our behaviour

3

Which this year will generate 4 zetabytes

2.6

3.3

4.2 5.2

6.4

7.7

0

1

2

3

4

5

6

7

8

9

2012 2013 2014 2015 2016 2017

Glo

bal D

ata

Cen

tre I

P T

raff

ic

(Zeta

byte

s)

Source: Cisco - http://www.cisco.com/c/en/us/solutions/collateral/service-provider/global-cloud-index-gci/Cloud_Index_White_Paper.html


For context that is equivalent to everybody on

earth tweeting constantly for over 400 years*

5

2014 - 2414

* Based on EMC definition of 1 ZB


Just enough to fit on the NSA’s data centre in

Utah…

6

…they have 5ZB


So how are we coping with the data revolution?

7


Defining it - The 3 V’s

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Velocity

Volume

Variety

Gartner: 2001


The 4 V’s

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Velocity

Volume

Variety

Veracity Value…

Gartner: 2001

+

IBM: 2012


More V’s - even the definition has expanded

10

Velocity

Volume

Variety

Veracity Value…

Gartner: 2001

+ +

IBM: 2012


What does this mean for media agencies?

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Our raison d’être

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Source: http://www.marketingtech.org/wp-content/uploads/2013/09/Brand-vs-Consumer.jpg


How this used to work

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Source: http://blog.gsdm.com/wp-content/uploads/2011/10/social-media-graphic-consumer-perspective-traditional-era1.jpg


Now it’s much more complicated

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© Annalect Datascience 2014 | confidential 15

How is this impacting us?


3 billion data points coming in every single day

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and more…


All this is increasing faster than we thought

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OMG data growth

Original Estimate

Revised Estimate

(Late 2013)

Current Estimate

Actual Usage


What do Jack Bauer and big data have in

common?

18


Programmatic buying has led to Real Time

Bidding (RTB) via agency trading desks

20

DSP

Trading Desk


From DSPs to DMPs – Essentially acting as

Cookie junctions

21


Even more ways to reach specific micro

audiences

22


Old world and new world coming together

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“The secret of change is to focus all of your energy,

not on fighting the old, but on building the new.”

- Socrates

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New infrastructure required

Rackspace


New people required

Me

Who knows

Python?


New people required

And ‘traditional’ media-types need to get on board

“We are already making the technical leaps

necessary within pockets of our organisations,

but rather than be just a team or specialism,

data-centricity is one way of describing a

broadly-adopted skill and mindset in itself.”

- Dylan Mouratsing (Evidence Director, Manning Gottlieb OMD)


And we’re having to communicate more

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“The only constant is change.”

- Heraclitus

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Open Data

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Open vs. Private

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Robots – Friend or Foe?

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We still need clever and creative thinkers!

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Thank you

George Maynard

[email protected]

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how media agencies solve the big data revolution

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