Data - A Big Disrupter!

Data - A Big Disrupter!

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  #AIMA-BMAConclave Data – TheBig Disrupter! Name: Mohit Kapoor Designation: Vice President – Advertising & Strategy Organization Name: Reliance Jio #AIMA-BMAConclave
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  Global Datasphere 2018 33Zettabytes 2021 65 Zettabytes 2023 100 Zettabytes 2025 175 Zettabytes (175 Trillion Gigabytes) 175,000,000,000,000,000,000,000 bytes (The summation of all the global data - created, captured, or replicated) #AIMA-BMAConclave
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  “If you wereable to store the entire Global Datasphere on DVDs, then you would have a stack of DVDs that could get you to the moon 23 times or circle Earth 222 times” #AIMA-BMAConclave
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  Where will allthis Data reside Cloud is the new core: By 2025, 49% of the world’s stored data will reside in public cloud environments and 30% (up from 15% in 2017) of the Global Datasphere will be real-time Consumer Devices: By 2020, more bytes will be stored in the public cloud than in consumer devices. Down from 35% in 2019 to 15% by 2025. Enterprise Data Centre: By 2021, there will be more data stored in the public cloud than in traditional datacenters. There is no growth expected through 2025 for Enterprise data centers (contribution will be flat 35-36%). #AIMA-BMAConclave
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  World population: 7.7Billion Mobile subscribers: 5.1 billion (66% of the global population) Internet users: 4.5 Billion (58% of global population) Social media users: 3.5 Billion 2010 298 digital data engagements per day 2015 584 digital data engagements per day 2020 1,426 digital data engagements per day (every minute) 2025 4,909 digital data engagements per day “By 2025, every connected person in the world on average will have a digital data engagement over 4,900 times per day – that's about 1 digital interaction every 18 seconds” 5 billion+ consumers interact with data per day #AIMA-BMAConclave
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  + 41.6 billionIoT devices by 2025 The world of IoT has a huge variety of sensors and data collectors and the predictions do state that the most bandwidth-heavy applications of IoT will be video surveillance. Devices will report back on its status with varying rates; a health monitor may report back every millisecond, while a smart meter may send its electricity and gas readings back every half hour. We are looking at IoT devices using 79.4 ZB of data by 2025 and the networks involved have to be ready to take on such a heavy load. https://www.iottechtrends.com/idc-predicts-41-billion-devices-using-79zb-data-2025/ #AIMA-BMAConclave
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  “Imagine what kindof information superhighway is needed to support every device. In India, Reliance has seen the future or shall I say, creating the future. It is not just leapfrogging, but pole-vaulting to get India ready through its Jio 4G mobile data and upcoming Jio Gigafiber data network (world’s largest) built to help India lead the global data race” India is ready! #AIMA-BMAConclave
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  Cultivated data isthe new gold “Cultivated data” as existing data (i.e. ERP data, analytics data, public health data, inventory data etc.) that is analysed and developed into a more usable form than it was before. Cultivated data isn’t always about volume, variety or velocity of data — it’s more important for the output to be relevant and actionable. The giants that deal in cultivated data, the oil of the digital era. These titans—Alphabet (Google’s parent company), Amazon, Apple, Facebook and Microsoft—look unstoppable. They are the five most valuable listed firms in the world. Their combined revenues surge: they collectively rack up $3.5 Trillion in revenues From raw data, lets move to cultivated data #AIMA-BMAConclave
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  ...more brands ridingthe data wave (gold wave) #AIMA-BMAConclave
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  Deals in theData world (gold rush) FIS a global leader in financial services technology, acquired Worldpay for $35 billion. Worldpay is a payments technology company that processes over 40 billion transactions annually, supporting more than 300 payment types across 146 countries and 126 currencies. CRM leader Salesforce announced a $15.7 billion acquisition of data visualization leader Tableau and just a week after Google acquired another BI major Looker $2.6 Billion BI major Qlik snagged Attunity, a company that facilitates data ingest, replication and integration of streaming and conventional data. Earlier, Qlik had acquired geospatial analytics company Idevio in 2017, and data catalog-focused Podium Data in 2018. In another move earlier this year, Google announced its intention to acquire Alooma, a company that helps users migrate to the cloud and clean their data. Stitch, an analytics firm was acquired by Talend, for $60 million. Sisense, a business analytics software provider, merged with Periscope Data, a data visualization platform, with the goal of offering customers “a unified, end-to-end data science and business intelligence platform.” #AIMA-BMAConclave
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  The future isdata. “Data companies and investors are looking to invest in companies that are generating valuable data around usage patterns, customer behaviour, company information. The Gold Rush will continue till each and every data unit in the world is cultivated and is put to good use for company/ industry optimization. In the process we might shrink the overall economy of the world as all the wastage is a sizeable part of our world economy – but rest assured Data companies have only growth ahead of them” #AIMA-BMAConclave
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  Data Marketing andAdvertising #AIMA-BMAConclave
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  Data is thesecret tool of all the Disrupters! Data and analytics is finally being valued and becoming mission critical: It is no longer “just another marketing tool” to have in the toolbox, but is key to a company’s success. With the market becoming more complex and customers demanding a personalized experience, data-driven marketing is the only way forward. As we head into 2020, marketers are more focused than ever on using data-driven insights to better understand their customers and boost their overall competitive advantage. Data for Marketing & Advertising “People receive between 300 and 3,000 marketing messages a day, but can only retain a maximum of three” … insights through real time and predictive data analytics is the only option for a marketer to succeed #AIMA-BMAConclave
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  ▪ Sourcing theright technologies for data collection and analysis as it is the most useful tool in understanding her target customers ▪ Understanding customer interactions across all touchpoints ▪ Source cross-device ID as it is now a priority in each marketing organization ▪ Improving ROI measurability: #1 goal for a data management strategy ▪ Critical pieces of data, range from more transactional details to behavioural insights and trends. In marketers on-going quest to know customers better, brands are delving deeper: Through purchasing (47%), Browsing (31%), Histories down to devices used (30%), Social media habits (27%), Real-time geolocation (21%) ▪ Seek data to pinpoint the exact moment a message is most relevant to a consumer. Serving personalized content at the most relevant, receptive moment for that consumer, otherwise marketer is wasting resources and losing opportunities. ▪ Marketers can only personalize effectively if they know who their customers are – their information, behaviours and preferences. A CRM platform is critical in tracking and using this data. …a marketers mind craves data #AIMA-BMAConclave
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  … and thinksin terms of first party, second party and third party data First party data includes data from behaviour across your website or apps, such as subscription data or any data in your CRM. The major challenge here is scale and cost of maintenance. Second party data is essentially someone else’s first party data. Example would be targeting audiences on Facebook using their first party data like interest or demographic data or a CPG company swapping data with a food magazine publisher - both companies have the same audience, and it’s mutually beneficial for them to expand their audience. Third party data: You could simply buy a list online or harvesting cookie pools for targeting purposes and have access to new consumers. Marketer’s dream, but there’s relatively little competitive advantage here. #AIMA-BMAConclave
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  ..and obviously evenmore Data deals in advertising world The $3.95bn acquisition of data business Epsilon was completed by Publicis Groupe. The deal was multiple of 8.2 times the company's EBITDA based on 2018 figures. The company is a smorgasbord of data given it has more than 250 million U.S. consumers in its database and sends over 71 billion personalized emails each year. IPG acquired Data Marketing Company, Acxiom for $2.3 Billion. Acxiom has a global repository of data that covers 65 percent of the world’s population. The data stack they claim to have built has been ethically sourced, meaning consumer consent has been taken. Dentsu Aegis acquired Merkle in deal estimated at $1.5 billion. Merkle brings a powerful range of data led, fully addressable and real time capabilities. Dentsu Aegis Network later acquired majority stake in Ugam, a data and analytics company based in India. ++++++
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  Jio ++ isready! While the traditional agency protocol in under a overhaul, Jio technology teams and data scientists are working hand-in-hand with agencies creative talent pool as a cohesive unit of “marketing engineers” to reinforce their 3Ps model—prediction, personalization and performance—that are essential ingredients for campaign success in today’s increasingly data-driven marketplace. At Jio, we believe in alchemy of creativity, data and technology as the future of the advertising. We also believe that an overreliance on either side of the data or creativity proverbial coin is the quickest path to failure. Instead, both must learn to live harmoniously without one being sacrificed for or detracted from the other. data technology creativity Alchemy #AIMA-BMAConclave
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  Connect with JioAdvertising teams for few Jio Advertising Case Studies: Data + Technology + Creativity
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  If we havedata, let’s look at data. If all we have are opinions, let’s go with mine. ” “ Data – The Big Disrupter! Thank you! Mohit Kapoor