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