Contenu connexe Similaire à How media agencies solve the big data revolution (20) How media agencies solve the big data revolution1. © Annalect Datascience 2014 | confidential
George Maynard,
Group Head of DataScience, Annalect
How are media agencies coping with the data
revolution?
4. 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
GlobalDataCentreIPTraffic
(Zetabytes)
Source: Cisco - http://www.cisco.com/c/en/us/solutions/collateral/service-provider/global-cloud-index-gci/Cloud_Index_White_Paper.html
5. © Annalect Datascience 2014 | confidential
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
6. © Annalect Datascience 2014 | confidential
Just enough to fit on the NSA’s data centre in
Utah…
6
…they have 5ZB
9. © Annalect Datascience 2014 | confidential
The 4 V’s
9
Velocity
Volume
Variety
Veracity Value…
Gartner: 2001
+
IBM: 2012
10. © Annalect Datascience 2014 | confidential
More V’s - even the definition has expanded
10
Velocity
Volume
Variety
Veracity Value…
Gartner: 2001
+ +
IBM: 2012
12. © Annalect Datascience 2014 | confidential
Our raison d’être
12
Source: http://www.marketingtech.org/wp-content/uploads/2013/09/Brand-vs-Consumer.jpg
13. © Annalect Datascience 2014 | confidential
How this used to work
13
Source: http://blog.gsdm.com/wp-content/uploads/2011/10/social-media-graphic-consumer-perspective-traditional-era1.jpg
17. © Annalect Datascience 2014 | confidential
All this is increasing faster than we thought
17
OMG data growth
Original Estimate
Revised Estimate
(Late 2013)
Current Estimate
Actual Usage
20. © Annalect Datascience 2014 | confidential
Programmatic buying has led to Real Time
Bidding (RTB) via agency trading desks
20
DSP
Trading Desk
24. © Annalect Datascience 2014 | confidential
“The secret of change is to focus all of your energy,
not on fighting the old, but on building the new.”
- Socrates
24
27. © Annalect Datascience 2014 | confidential
New people requiredAnd ‘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)