BIG DATA
DOES SIZE MATTER?
The proliferation & scale of data gives us
the opportunity to mine more data in real
time
1ST PARTY
What you know about
your customers
3RD PARTY
What other people know about your
potential customers
SOCIAL
How they connect
with each other
COMBINATION IS THE KEY TO SUCCESS
1st party 3rd party Social
+ +
DATA APPLICATIONS
SOURCE: GARTNER
DESCRIPTIVE DIAGNOSTIC PREDICTIVE PRESCRIPTIVE
Hindsight Foresight
PREDICTIVE ANALYTICS
We use big data to predict
consumer behaviours in moments
that matter
How do we add value
during the game
How do we add value…
during the game
Google predict flu outbreaks
IT’S NOT ALL ABOUT DATA
You still have to act on those insights
creatively
THE FUTURE... (NOW)?
Prescriptive analytics
Pre-empting a creative
response to a brief
SO, BIG DATA DOES
SIZE MATTER?
NO, BUT WHAT YOU
DO WITH IT DOES!
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Justin Mlynarski, Regional Digital Director

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  1. 1. BIG DATA DOES SIZE MATTER?
  2. 2. The proliferation & scale of data gives us the opportunity to mine more data in real time
  3. 3. 1ST PARTY What you know about your customers
  4. 4. 3RD PARTY What other people know about your potential customers
  5. 5. SOCIAL How they connect with each other
  6. 6. COMBINATION IS THE KEY TO SUCCESS 1st party 3rd party Social + +
  7. 7. DATA APPLICATIONS SOURCE: GARTNER DESCRIPTIVE DIAGNOSTIC PREDICTIVE PRESCRIPTIVE Hindsight Foresight
  8. 8. PREDICTIVE ANALYTICS We use big data to predict consumer behaviours in moments that matter
  9. 9. How do we add value during the game
  10. 10. How do we add value… during the game Google predict flu outbreaks
  11. 11. IT’S NOT ALL ABOUT DATA You still have to act on those insights creatively
  12. 12. THE FUTURE... (NOW)? Prescriptive analytics
  13. 13. Pre-empting a creative response to a brief
  14. 14. SO, BIG DATA DOES SIZE MATTER?
  15. 15. NO, BUT WHAT YOU DO WITH IT DOES!

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