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© Annalect Datascience 2014 | confidential
George Maynard,
Group Head of DataScience, Annalect
How are media agencies coping with the data
revolution?

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© Annalect Datascience 2014 | confidential
So why are we here?
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© Annalect Datascience 2014 | confidential
Technology has changed our behaviour
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Which this year will generate 4 zetabytes
2.6
3.3
4.2
5.2
6.4
7.7
0
1
2
3
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5
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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

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© Annalect Datascience 2014 | confidential
For context that is equivalent to everybody on
earth tweeting constantly for over 400 years*
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2014 - 2414
* Based on EMC definition of 1 ZB

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© Annalect Datascience 2014 | confidential
Just enough to fit on the NSA’s data centre in
Utah…
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…they have 5ZB

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© Annalect Datascience 2014 | confidential
So how are we coping with the data revolution?
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© Annalect Datascience 2014 | confidential
Defining it - The 3 V’s
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Velocity
Volume
Variety
Gartner: 2001

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© Annalect Datascience 2014 | confidential
The 4 V’s
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Velocity
Volume
Variety
Veracity Value…
Gartner: 2001
+
IBM: 2012

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© Annalect Datascience 2014 | confidential
More V’s - even the definition has expanded
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Velocity
Volume
Variety
Veracity Value…
Gartner: 2001
+ +
IBM: 2012

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© Annalect Datascience 2014 | confidential
What does this mean for media agencies?
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© Annalect Datascience 2014 | confidential
Our raison d’être
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Source: http://www.marketingtech.org/wp-content/uploads/2013/09/Brand-vs-Consumer.jpg

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© Annalect Datascience 2014 | confidential
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

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© Annalect Datascience 2014 | confidential
Now it’s much more complicated
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How is this impacting us?

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© Annalect Datascience 2014 | confidential
3 billion data points coming in every single day
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and more…

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© Annalect Datascience 2014 | confidential
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

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© Annalect Datascience 2014 | confidential
What do Jack Bauer and big data have in
common?
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© Annalect Datascience 2014 | confidential
Programmatic buying has led to Real Time
Bidding (RTB) via agency trading desks
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DSP
Trading Desk

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© Annalect Datascience 2014 | confidential
From DSPs to DMPs – Essentially acting as
Cookie junctions
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Even more ways to reach specific micro
audiences
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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

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© Annalect Datascience 2014 | confidential
New people required
Me
Who knows
Python?

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© 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)

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© Annalect Datascience 2014 | confidential
And we’re having to communicate more
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© Annalect Datascience 2014 | confidential
“The only constant is change.”
- Heraclitus
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© Annalect Datascience 2014 | confidential
Open Data
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© Annalect Datascience 2014 | confidential
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
george.maynard@omnicommediagroup.com
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