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

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

We can deliver DIP N PAY JP54,JET A1,D2,FOB @Rotterdam CRUDE OIL CIF /DIP N PAY TANKFARM CHINA ,we have sellers that can work based on st...

JSafra Bank

Google+ and Blogger cozy up with new comment system

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in