UM MENA

BIG DATA

DOES SIZE MATTER?

The proliferation & scale of data gives us

the opportunity to mine more data in real

time

1ST PARTY

What you know about

your customers

3RD PARTY

What other people know about your

potential customers

SOCIAL

How they connect

with each other

COMBINATION IS THE KEY TO SUCCESS

1st party 3rd party Social + +

DATA APPLICATIONS

SOURCE: GARTNER

DESCRIPTIVE DIAGNOSTIC PREDICTIVE PRESCRIPTIVE

Hindsight Foresight

PREDICTIVE ANALYTICS

We use big data to predict

consumer behaviours in moments

that matter

How do we add value

during the game

How do we add value…

during the game

Google predict flu outbreaks

IT’S NOT ALL ABOUT DATA

You still have to act on those insights

creatively

THE FUTURE... (NOW)?

Prescriptive analytics

Pre-empting a creative

response to a brief

SO, BIG DATA DOES

SIZE MATTER?

NO, BUT WHAT YOU

DO WITH IT DOES!