Big data

#Big Data

Little Data

Cardboard Box

Modern media is made of numbers

It’s right that numbers are important

Numbers make up all the digital information out there

A billion Facebook connections

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=4gAEAgmQUpS8BM&tbnid=VfZAi_IrXPa6oM:&ved=0CAUQjRw&url=http://www.guardian.co.uk/media/pda/2009/feb/04/facebook-socialnetworking&ei=TrkHUeb4N4WItQbYwoCwAg&bvm=bv.41524429,d.Yms&psig=AFQjCNGed4dmLp-bhs4AaBbATcSC_EHeLA&ust=1359547087554112

400 million Tweets per day

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=-mg-FBV89SQlJM&tbnid=15r1NMtmrbVFfM:&ved=0CAUQjRw&url=http://www.mediabistro.com/alltwitter/tag/tweets-per-day&ei=ccEHUfD7DInPsgaTpYHIDQ&bvm=bv.41524429,d.bGE&psig=AFQjCNETRaVtMVAno2kcFPjRn-KATr6K3A&ust=1359549169754903

And all the MEGALOLZ

Data can act as a force for good

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=1MhkGAXjctfG5M&tbnid=TibmzetgEftTcM:&ved=0CAUQjRw&url=http://curriculum.kcdistancelearning.com/courses/PHYSCIx-HS-A09/a/unit2/psa_2.C.7.html&ei=rO4HUebJEcnJtQaTxoCIAg&bvm=bv.41524429,d.bGE&psig=AFQjCNESKAbFR58V4irq3vcUK6TEENETxg&ust=1359560748774361

Data can help him figure that out!

http://www.google.co.uk/url?sa=i&rct=j&q=john+wanamaker+quotation&source=images&cd=&cad=rja&docid=Zra9ElZ3mrYWZM&tbnid=wIEGPdnJy5fV4M:&ved=0CAUQjRw&url=http://umwwblog.com/2009/10/05/the-wanamaker-dilemma-a-view-from-the-digital-frontier5/&ei=L7AjUZS3C6Kr0QWbxYGwBw&bvm=bv.42553238,d.d2k&psig=AFQjCNGmxmcCIld1Z9MRPU4BJFK5EmGeIA&ust=1361379714296948

http://www.google.co.uk/url?sa=i&rct=j&q=john+wanamaker+quotation&source=images&cd=&cad=rja&docid=_aY-6kvDcIv5BM&tbnid=Ja5Q85_-os1JbM:&ved=0CAUQjRw&url=http://www.searchquotes.com/search/John_Wanamaker/&ei=SrAjUd-lAeOm0AX7nYG4BQ&bvm=bv.42553238,d.d2k&psig=AFQjCNGmxmcCIld1Z9MRPU4BJFK5EmGeIA&ust=1361379714296948

http://www.google.co.uk/url?sa=i&rct=j&q=google+logo&source=images&cd=&cad=rja&docid=KTMNVpNYUwDlPM&tbnid=o78WRIXSFwEmKM:&ved=0CAUQjRw&url=http://www.kurzweilai.net/kurzweil-joins-google-to-work-on-new-projects-involving-machine-learning-and-language-processing/google-logo-2&ei=PQkmUcSwLrCV0QXr9oCQCg&bvm=bv.42661473,d.d2k&psig=AFQjCNGv_nK4CbrIgr6kzQiUerTkC7YJ_Q&ust=1361533569979357

Impressions

Views

Reach

Clicks

Purchases

Conversions

AcquisitionsPathway to Conversion

Attribution Modelling

What about the 80% of media spend that does not use cookies?

Surely that’s having some effect?

If you only ever look within your data for improving a campaign’s performance, you will only ever change the

size of each slice

100 Things

Search

Display

VOD

Affiliates

100 Things

Search

Display

VOD

Affiliates

100 Things

Search

Display

VOD

Affiliates

The single most important data source is within the client’s own system

Internet media

Sales

Not just looking at this

But this

All factors Sales

Businesses who demystify that magic box of data, and get to a point of holistic attribution by looking inwards will be the ones who will

understand not only which 50% of their marketing budget works, but all 100%

We, as agencies, need to help them do that

Big data

Documents

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