El impacto del Big Data en la estrategia de negocio de los medios de comunicación Oscar Mendez (CEO, Stratio) @omendezsoto @stratioDB Primer encuentro BIG MEDIA Conectando Media, Audiencia y Publicidad con Datos 24 de junio 2014, Madrid • Sponsor Platinum : Perfect Memory • Sponsor Gold : Stratio, Paradigma • Con el apoyo de : Big Data Spain, Medios On • Socio tecnológico : Agora News • Organizadores : Actuonda y Cátedra Big Data UAM-BM • Contacto : Nicolas Moulard (Actuonda) moulard@actuonda.com @Radio_20 www.bigmediaconnect.es

1. El impacto del Big Data en la estrategia de
negocio de los medios de comunicación

2. 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

3. “Set of new technologies, able to extract additional
value of all the available data of a company”

4. 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

5. Why does it apply to my case?

6. Ever increasing amount of data, and
more heterogeneous:
Ubiquity, mobility, geolocation, social
networks, internet, sensors, M2M

8. 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

9. You can’t stay stuck in old
paradigms

10. MARKET TRENDS

14. Value and real ROI are the best KPIs
•Increase of client acquisitions
• Resource optimization
• Increase in sales
• Customer loyalty

15. It is not just another trend

16. Opportunities/possibilities
Threats/risk for mediaThreats/risk for media

17. The Bubble filter

18. You must enter in the user bubble

19. 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”

20. DATA JOURNALISM
&&
DATA DRIVEN JOURNALISM

21. “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"

22. Data journalism with Social networks tracking (Tag Clouds)

23. Data journalism with Social networks tracking and flow of data

24. Data journalism with Social networks tracking and geolocation

25. Data journalism with Sentiment analysis and semantic engines

26. 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.

27. 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.

28. EXAMPLES MEDIA COMPANIES

29. 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% clicks
vs. one size fits all
+79% clicks
vs. randomly selected
+43% clicks
vs. 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

30. 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

31. 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 capabiliƟes and data volume
superior to that of other systems.

32. 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

33. 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

34. SUMMARY

35. 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

36. The Opportunity to …
Ride The “Big Data” wave

37. Q&A

38. THANKS
“the best way to predict the future is to create it”
THANKS

39. 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