Gartner: 64 per cent of organisations looking at Big Data projects this year

"For Big Data, 2013 is the year of experimentation and early deployment"

Gartner said its survey of 720 companies asked about their plans to invest in Big Data gathering and analysis show that almost two-thirds are funding projects or plan to this year, with media/communications and banking firms leading the way.

More than one-third of media and communications companies said they have already invested in Big Data projects, according to Gartner, which said these companies are trying to better understand customer needs in order to make sure their businesses are pointed in the right direction.

"For Big Data, 2013 is the year of experimentation and early deployment," said Frank Buytendijk, Gartner research vice-president. "Adoption is still at the early stages with less than 8 per cent of all respondents indicating their organization has deployed big data solutions. 20 per cent are piloting and experimenting, 18 per cent are developing a strategy, 19 per cent are knowledge gathering, while the remainder has no plans or don't know."

[PRODUCTS:Zettaset working toward Big Data encryption for Hadoop]

On a related note, a Council for Research Excellence (CRE) symposium on Friday at the Time-Life Building in New York City offered a glimpse into why large media companies might have a strong interest in aggregating volumes of data from many sources to better understand their audiences.

The CRE convened a panel of executives and analysts from across the broadcast industry to discuss the issue of coming up with credible ways to mathematically "model" the connection between viewership, advertising and promotions. The issue of modeling, on which many millions of dollars in advertising hangs, has bedeviled the broadcast industry since the early days radio and TV. Now, with social media having an impact on opinion and online broadcasting getting underway the question of "modeling" the impact of advertising and audience has become far more complex.

At the CRE panel, the expression Big Data was heard again and again. Dave Poltrack, chief research officer at CBS, said the industry was at an inflection point now with the introduction of new media, which is expanding the need for a new kind of analytics.

He said CBS is keenly interested in the topic of Big Data and has expanded its research arm to include individuals -- a younger crowd, he acknowledged -- that have backgrounds in online and social media as well as analytics to broaden the perspective at CBS. "We're in discussions about Big Data," he said, with some projects underway. Poltrack said researchers would like to find ways to weave traditional information known about audience viewership with new ways to understand online activity through social media like Facebook and Twitter to help CBS in its programming and overall business.

Jim Spaeth, partner at consultancy Sequent Partners, who also spoke on the CRE panel, pointed out that social media has become the new "poster child for complexity" in advertising.

He said the analytical models around social networking are more sophisticated than what's been seen until now. Social media is something that almost "spreads like wildfire," he pointed out. But businesses want to know how cross-channel advertising in digital and traditional media will impact audience viewership and shopping habits as well. How to advertise via mobile is also being considered part of Big Data strategies, though there isn't much modeling there for purposes of advertising, some panelists said.

There's also skepticism about whether it's possible to gain great value in Big Data that might marry large streams of disparate information in an analytical attempt to somehow divine meaning about what happens in advertising and audience impact across boundaries of traditional and new media. Mike Donahue, executive vice president at the American Association of Advertising Agencies, who spoke on the panel, said Big Data strives to be about context, but the industry shouldn't lose sight of the "small data" about local markets.

Ellen Messmer is senior editor at Network World, an IDG publication and website, where she covers news and technology trends related to information security. Twitter: MessmerE. E-mail: emessmer@nww.com

Read more about software in Network World's Software section.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Thanks for nice information regarding Account-based Marketing. PRO IT MELBOURNE is best SEO Agency in Melbourne have a team of profession...

PRO IT MELBOURNE

Cultivating engaging content in Account-based Marketing (ABM)

Read more

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in