Transcript of TECHNOLOGY VISION NIELSEN CHIEF TECHNOLOGY OFFICE Tom Edwards Digital Integration Services Lead...
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- TECHNOLOGY VISION NIELSEN CHIEF TECHNOLOGY OFFICE Tom Edwards
Digital Integration Services Lead October 1, 2014
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- TOP THREE TECHNOLOGY TRENDS 1. Thinking Machines2. Universal
Connectedness3. Digital Eco-systems
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- Copyright 2012 The Nielsen Company. Confidential and
proprietary. 3 1. THINKING MACHINES Helping everyone make sense of
all that information New Information New Algorithms New Hardware
Network Scale Human Collaboration Content From sensors, Internet of
things, new business interactions and models, images, social text,
mobile, contextual + traditional Algorithms Deep learning,
automatic pattern recognition, natural language processing meaning
context awareness Hardware More and faster cores, larger scale
memory, faster interconnects Network Scale Unlimited interconnected
nodes, everything as a service (XaaS), on-demand elasticity Human
Insight Social and collaborative input to improve decisions and
discover more Machine-based simulation and modeling, semantic
analysis and machine learning take data and analytics to provide
advice on what is seen in the data, reducing cognitive biases. It
could industrialize low-level analytics and complement human
analysis in a collaboration between man and machine. Smart advisors
and virtual personal assistants may fundamentally affect consumer
behavior and the marketing efforts in place to influence them IBM
Watson represents $2.65 billion of revenue (2.1% of IBM's total) in
2015 and $12.2 billion (12.4% of total) in 2018 (up from 0.5% in
2013). Those numbers don't include revenue for co-development
partners or third-party value chain members.
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- Copyright 2012 The Nielsen Company. Confidential and
proprietary. 4 2. UNIVERSAL CONNECTEDNESS The devices that sense,
collect and interact have become ubiquitous Increasing ability to
capture discrete data points moments in time instant connectivity
live for the moment Digitally Sensing Devices Mobile, embedded,
wearable, location- and motion-aware, connected measuring and
recording everything Human-Computer Interaction No-touch, augmented
reality, facial recognition, natural-language speech recognition,
haptics, human augmentation Opportunity New interactions become
possible, seamlessly blurring digital and physical worlds Will
change the nature of human interaction. Facial recognition is
already being used in-store to drive more personalized and
contextual advertising New and better sources of information
regarding consumer intent and decision- making will become a source
of value for those able to leverage it Technology like Bluetooth
Low Energy can provide in-store location so your phone can announce
its presence, very efficiently opening the door to creative apps
and unique data capture opportunities Apple's secret retail weapon
is already in your pocket: BLE enabled iBeacon Google Glass is a
stepping stone to a future seamless interaction Who will own these
new sources of information and what will they do with it?
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- Copyright 2012 The Nielsen Company. Confidential and
proprietary. 5 3. DIGITAL ECO-SYSTEMS More products go digital or
have digital value-add services Tracking consumption across
fragmented digital media space becomes more complex and costly in a
race to stay on top of the technology Savvy consumers realize the
value of their personal information and trade it in exchange for
increased value Disintermediation will force some retailers to
become content and product manufacturers and others to attempt to
own your screen Digital Media Diversification New technology will
create an ever-greater number of devices and ways digital products,
media and services can be consumed, increasing consumer choice and
convenience. Retail Digitization We have seen the rise of
e-commerce, digital giants growing their eco-systems through seller
marketplaces. The gap is closing between online and offline. Owning
the screen gives unique access to the consumer. Privacy Traded for
Value Consumers will be torn between new technologies that
instantly identify them in order to add context and value, and
their wish to protect their privacy and remain anonymous but
connected. RISE OF CLOUD PLATFORMS Cloud-based end-to-end
integrated set of systems and standards for the collection and
substitution of digital products, services and data flows
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- NIELSEN TECHNOLOGY VISION
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- Copyright 2012 The Nielsen Company. Confidential and
proprietary. 7 MARKETING ANALYSIS AS A SERVICE Six pillars that
underpin the Nielsen Technology Vision Everything as a service.
World class APIs that enable new and innovative solutions. Open
Nielsen to client and partner developers to embed our services in a
marketing analytics ecosystem. Putting Nielsen insights into the
context of the user. Richly characterized data that combines to
connect the dots on greater consumer understanding. Delivery at the
right time in the right form to the right person for immediate
action. Event-driven processing that pushes new insights as they
happen. InteroperableRight-time Smart analytics that minimize the
reliance on human interaction. Automating the analyst workflow to
identify opportunities and help clients optimize their performance.
Zero-touch Intuitive user experiences that embed natural language
querying and universal visual data discovery. Cognitive virtual
subject matter experts that proactively assist decision-making.
Intelligent Connected devices and embedded software to measure all
aspects of consumer behavior. Integrate all sources of objective
data across the consumer demand chain. Aware Programmable
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- Copyright 2012 The Nielsen Company. Confidential and
proprietary. 8 CLIENT TOUCH POINTS & CAPABILITIES Nielsen Web
ApplicationsService GatewayData Interchange Nielsen Answers (Client
Portal) Nielsen Marketplace (Integration Portal) Zero-footprintRich
AppsThird Party Plug-insEnterprise ModulesData Exchange Visual Data
Discovery On-demand Analytical Processing Scheduled Reporting &
Alerting Data Enrichment Reference Data Mapping Granularity
Resolution Real-time Query Optimization Bulk Data Extract Ingest,
Validate & Transform AnalysisInteroperabilityProcessing
Capabilities Channels Touch Points
TransactionsVideoAudioOnlinePanelSurveySocial Media In Store
Sources
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- Copyright 2012 The Nielsen Company. Confidential and
proprietary. 9 DIGITAL TRANSFORMATION Key enablers and priorities
1.Content Integration Information/Insights Alignment of Shipment
Consumption Marketing units Integration ready Info/Insights -
Nielsen outputs to include client internal IDs 2.Tooling Delivery
methods integrated with user workflow API, Data Services Nielsen
adapters for commonly used tools Tablueu, Spotfire, Qlikview
3.People Support the needs of various user constituents Analyst,
Sales, SC Ops, IT Investigative tools/techniques training and
enablement data discovery Foundations for moving from analog to
digital
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