real time data and planning - some provocations
TRANSCRIPT
The end of data and the last
byte
Chris
Head of Engineering, MediaCom
@bassbinns74
Is real time data
really influencing
planning?
NO
Is real time
really influencing
(media) planning?
NO
“Every day, three times per
second, we produce the
equivalent of the amount of data
that the library of congress has in
its entire print collection. Most of
it is IRRELEVANT NOISE. So
unless you have good techniques
for filtering and processing the
information, you’re going to get
into trouble”
Fuelling this kind of nonsense
Nonsense only these things can
“parse”
And we all know what happens
when the Nexus 6 makes plans
Is real time
really influencing
(media) planning?
NO
Quantification of
investment decisions
based on
consumer/behavioural
/brand/cultural insight
to effect a (business)
outcome and create
value
Not . . .
Not . . .
Not . . .
More this . . .
This many people and this much tech
have to create an awful lot of value
Is real time
really influencing
(media) planning?
NO –
So how could it (you
cynic)?
1. Move beyond
monochromatics
2. Learn to jump the data
streams
3. Pattern recognition is a state of
mind
4. Don’t let data cloud the
insight
5. Don’t let the viz cloud the
value
My advice?
1. Develop plausible provocations firstFind insight that proves or disproves them
2. Focus on executable valueWhat will effect the business outcome you’re after?
3. Open data systems thinkingChallenge the closed constructs
4. Exist on the edgesNothing and no-one is right
Put more succinctly: Plan for the
potential in context & precision (as
always)
Trended data to
bonding of art & science of content dev
Small data, always there:
Names
And employ
Because
We are bombarded with misinformation, disinformation, no information or too much information at pretty much every turn we take
Abby Covert, Information Architect, abbytheia.com