1. #Big Data

2. Little Data

3. Cardboard Box

4. Modern media is made of numbers
It’s right that numbers are important

5. Numbers make up all the digital
information out there
A billion Facebook connections

6. 400 million Tweets per day

7. And all the
MEGALOLZ

8. Data can act as a force for good

9. Data can help him figure that out!

11. Attribution
Impressions Modelling
Views
Purchases
Reach
Conversions
Clicks
Pathway to
Acquisitions Conversion

12. What about the 80% of media spend
that does not use cookies?
Surely that’s having some
effect?

13. 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 100 Things
Search Search
Display Display
VOD VOD
Affiliates Affiliates
100 Things
Search
Display
VOD
Affiliates

14. The single most important data source
is within the client’s own system
Not just looking at this
Internet
Sales
media

15. But this
All factors Sales

16. 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%

17. We, as agencies, need to help them do that