Planning Salon

RETURN OF THE DATA

session 3

BIGDATA

MY MIDDLESCHOOL MATH TEACHER

IT is “big” when it challengES the constraints of a system capability or business need

IT IS SUPERDATA

THE 3 “S” OF supersupersaIyen

THE 3 “S” OF sizeserendipitystructure

S like size

think fat vs fragmented

S like SERENDIPITY

think AUTOMATED vs iterative

S like strucutre

think UNITEd vs FUSION

DO YOU NEED SUPERPOWERS TO

MASTER SUPERDATA ?

engineering

DESIGN by COLLABORATION

research

DISCoveryby Simulation

AND of courseA FEW GEEKS

WHAT ABOUT ADVERTISING ?

ex : target target

“We’ve been working with a bed and bath products retailer and one thing they’d like to know is what is the next product they should offer to a customer who has just bought a set of bed sheets. We looked at 90 million records of purchases, and applied some very sophisticated math, to get at these really interesting relationships between one purchase and the next” SOME MIT DUDE AT QUANTUM5

PREDICTIVEANALYTICS

SIMULATED ECONOMY

AGGRESSIve TARGETINGoutsourced customer service

“I know I waste half of my advertising money, I just don’t know which half!”

“Over half of our business is scientific or science-related.

Our competitive set is no longer Omnicom and IPG and Publicis. It is Nielsen and GFK. It’s the data companies.”

martin sorrell

“Automated, digital, transactions-driven advertising will be the single biggest advertising growth arena of the next ten years.”

Karl heiseman, wolff olins ceo

DigitalAutomatedTransaction-drivenAdvertising

half of the ad business still about creativity ?

The reality is that big data has always existed; we just didn’t have a term for it.  It was all the data we had that we didn’t know what to do with.  Yes, it feels like we all now produce a zettabyte of data every time we breathe, but why should that matter?  What’s different now?  These are the questions that I ask myself when a client says to me, “How do we use big data?”

Laura madsenFounder of the HealthcarE

business intelligentce Summit

BIG marketers are selling the existence of the dragon balls BUT haven’t invented the radar

the 3 DATA challenges bullshiters don’t mention

sorry we are Close“Marketers and media people fantasize endlessly about optimizing their relationships with customers by collecting and mining data, but the reality is that truly useful information about consumer desires and behavior is still often hopelessly siloed.” simon dumenco / adage

CLIENTs

“ E x a m p l e s o f c a s e s t u d i e s o f organizations that truly used big data in the way that it was intended clearly demonstrate that in each case,  the organization had invested in the people and process required to take true advantage of data and had a very specific use case associated with the data.” laura madsen

CREDIBILITY

if we could SERIOUSLY predict the future with data meteo girls wouldn’t be so hot

EMOTION VS INFORMATION ?

PEOPLE VS ALGORITHm ?

STORY-TELLING vs HARD-messagING ?

PREDICTABILITY vs SURPRISE ?

DATA TO LISTEN NOT CONTROLDATA TO DISCOVER NOT PREDICTDATA TO CREATE NOT CUSTOMIZEDATA FOR STORIES NOT MESSAGES