Next Generation Analytics

Increasing compute capabilities of computers - including mobile devices - along with improving connectivity are 'connecting the world of atoms and bits' and enabling a shift in how businesses support operational decisions.

What is happening, at this moment:
A. Extending built-in sensors
B. Improving the reliability of embedded sensors
C. Improving methods and techniques to read sensor data over long distances
D. Improving computer programs that interpret the sensor data well and quickly and turn the data into useful information for the carriers of the sensors

Meanwhile, the intelligence departments of media companies increasingly get the possibility:
1. To generate, store, analyse and make connections between billions of statistical data and the causes of human behavior. Due to this convergence, more is becoming known about the mechanisms of media-, orientation- and buying-behavior.
2. Of using functional MRI scanners, to explore what happens in the living brain. Neurotechnology - new tools for both understanding and influencing our brains including brain imaging - is now also becoming applied to advertising and marketing.
3. To run simulations or models to predict the future outcome, rather than to simply provide backward looking data about past interactions, and
4. To do these predictions in real-time to support each individual business action.

The market leading media companies of tomorrow will be the ones that find innovative ways to harness their vast amounts of data to gain competitive advantages; companies that use statistical analysis to map patterns of consumer activity, rather than intuiting it from what they think customers are doing. These media companies conduct trend analysis by forecasting and extrapolating, based on varied assumptions, allowing them to anticipate needed business model, inventory, financing and capacity, so they can provide better, more relevant (mobile digital) services at lower costs.

While this may require significant changes to existing operational and business intelligence infrastructure, the potential exists to unlock significant improvements in experienced value for people (providers of the data), improvements in personal relevance (right service, at the right time and place), in business results and other success rates.

In the unfolding Marketing Eco System, Next Generation Analytics will transform how humans live, work and play.


David de Boer, Manager Marketing Intelligence Sales