Page 16 - The EDIT | Q2 2017

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Discovery
With Great Data comes great responsibility
The use of data to derive insights is creeping (or sprinting) into practically every industry, with marketing being one of the key areas. As more and more of the world gets online, the treasure trove
of data only continues to grow. At I-COM 2017,
Aniz Ruda, VP of Analytics at Weber Shandwick, discussed “innovative approaches to data”, addressing the unfamiliar challenge firms face in harnessing the great potential of data. Ruda cited a
Rise of the Machines
With huge datasets, however, it is becoming increasingly difficult to cut through the inherent noise. Joe Reid, Managing Director EMEA at Krux, discussed this, stating “I used to have a massive
project he had worked on with the city of Chicago to find occurrences of sexually transmitted diseases, also adding that “there’s probably a lot of other issues we could be data mining.”
Industry veterans also highlighted that “90% of purchasing decisions are subconscious”, and that most data must be tempered with an awareness of consumer emotion.
desire to limit data as it was creating more noise than we could handle”. Reid described how Krux has mitigated this issue, using AI and ML to separate the wheat from the chaff.
THE EDIT ISSUE 06 | Q2 2017