El impacto del Big Data en la estrategia de

negocio de los medios de comunicación

Too many

Vs for Big

Data

Batch of new technologies that allow

us to extract value out of a dataset

which, due to it’s volume, variety or

velocity, was not previously exploited

“Set of new technologies, able to extract additional

value of all the available data of a company”

Petabytes: Google 300 PB, facebook: 45 PB, Yahoo! 180 PB

Exabytes: U.S. healthcare

Zetabytes: 2011, 1.8 ZB created. World Information 9.57 ZB

YottaByte, Brontobyte, GeopByte to be reached

I don’t have so much data…A big European company = Terabytes

Why does it apply to my case?

Ever increasing amount of data, and

more heterogeneous:

Ubiquity, mobility, geolocation, social

networks, internet, sensors, M2M

Unstructured or semi structured data, equal to 85% of available data,

is not used by companies

This represent the new Fuel for companies

Specially for media

You can’t stay stuck in old

paradigms

MARKET TRENDS

Value and real ROI are the best KPIs

•Increase of client acquisitions

• Resource optimization

• Increase in sales

• Customer loyalty

It is not just another trend

Opportunities/possibilities

Threats/risk for mediaThreats/risk for media

The Bubble filter

You must enter in the user bubble

83% of the surveyed companies were

able to do things with Big Data that

seemed impossible to achieve before

“The art of possible”

“Impossible is not a fact, it’s an opinion”

DATA JOURNALISM

&&

DATA DRIVEN JOURNALISM

“Datajournalism can be based on any data that has to be processed first with

tools before a relevant story is possible. It doesn't include visualisation per se"

Data journalism with Social networks tracking (Tag Clouds)

Data journalism with Social networks tracking and flow of data

Data journalism with Social networks tracking and geolocation

Data journalism with Sentiment analysis and semantic engines

Description:

Search the social network comments and

mentions of interest of a particular issue or event

for further evaluation, influencers detection and

graphical display of the conversation to facilitate

analysis.

Advantages:

�Show real-time event (symposium, forum,

seminar, etc..) with visual information.

Data journalism with Social networks tracking Application

� Get opinions and feelings about a topic in social

networks in real time

�Identify the influencers of a hot topic

� Risk detection and prevention

� Emotional mining: Know the term that is most

popular for some people, brand, event, etc.and

this way you can know about the generated

feelings by the most important terms.

Description:

Search the network content and publications on

specific subjects of our interest, to detect, filter,

collect and process relevant information in semi-

real time or batch.

Associated with the semantic analysis this allows

the detection and classification of the contents

effectively.

Advantages:

Data journalism with Web Content Crawling and Scraping

Advantages:

Allows the generating of sites in a dynamic way

without any intervention or exhaustive searches,

with the contents collected and categorized.

Unifies in a single web all the tasks that users have

to do manually, so it saves them money and

generates loyalty.

EXAMPLES MEDIA COMPANIES

Description:

Customizing homepages based on user navigation

Analysis and customization of the homepage and site in

real time for each user based on their browsing

Modification of contents, highlights, ads, in real time

based on user history

Advantages:

Over 300% increase in clickthrough

Creating millions of web pages in real time

Customizing Web Sites: Behavioral Customization

+160% clicksvs. one size fits all

+79% clicksvs. randomly selected

+43% clicksvs. editor selected

Recommended links News Interests Top Searches

Creating millions of web pages in real time

Increasing Conversions

Increase in sales

Cost ten times lower than other solutions

Description:

Monitoring the download and

streamming of videos.

Analysis of streaming

Quality of streaming

Tele5: Monitoring of Streaming Videos

Peaks of service and bottle neck

Advantages:

Problems detection and alerts

Optimization of service

Tracking of campains

Description:

Allows you to label and categorize automatically and

massively, any type of content or information.

Advantages:

Allows searching, categorization, clustering, and be

able to extract value out of information otherwise

hardly findable and usable.

Utilizes state of the art tools to identify entities, NED

systems, NERD. These tools combined with the use of

disambiguation of entities using a Big Data system

containing the Wikipedia and other sources of

information.

Massive information tagging

Speed processing capabiliPes and data volume

superior to that of other systems.

Description:

Newsletter development, email-marketing or any

other sent material segmented by individual

preferences

Analyzes and takes into account:

• Financial information and user data

• Navigation and usage information from previous

marketing shipments

• Mobile app data (GPS, payments, browsing of

offers…)

• Users’ information from the social networks

Personalized Marketing with Big Data

• Users’ information from the social networks

Advantages:

Increased clickthrough

Increase in conversions and sales

Natural language processing – semantics and

sentiments

Combines private and public data

Description:

Big Data Search Assist: Search engines optimized for Big

Data with self-learning improvements based on use

Search engines for websites, intranets, apps

With instant real-time search, single box with natural

language processing, suggestions, highlighting,

automatic corrections, “you wanted to say” tips, etc ...

Advantages:

Search Engines

Advantages:

Easy management for business users: Order of results,

filters, etc ...

Advanced features of the search engines with a cost ten

times lower than other solutions

Improved performance and scalability compared to

other solutions

Easy to integrate and use

SUMMARY

Is not about Big Data, is about getting value from data:

To have applications managing data that help people to make

better his work

To get all the data from your users to make the best use of

the contents you have:

• Customization• Customization

• Recommendation

To generate contents from data in news ways of visualization:

Data Jounalism

The Opportunity to …

Ride The “Big Data” wave

Q&A

THANKS

“the best way to predict the future is to create it”

THANKS

Organizadores Sponsor platinum

Sponsor Gold Con el apoyo de Socio tecnológico

Nicolas Moulard, Director de Actuonda

moulard@actuonda.com

Tel : +34 699 248 200

@Radio_20