gartner:64% companies will consider big data projects this year

Gartner recently surveyed 720 companies and asked them about plans to invest in large data collection and analysis, and the findings are realistic, with about two-thirds of companies planning to implement big data projects this year, mainly media/communications companies and banks.

More than One-third of media and communications companies say they have invested in big data projects, and Gartner says these companies are trying to better understand customer needs to ensure their businesses are moving in the right direction.

"For big Data, 2013 was a year of trial and early deployment," said Frank Buytendijk, a vice president of Gartner Research. "The deployment is still in its early stages and less than 8% of respondents say their companies have deployed large data solutions." 20% of companies are experimenting, 18% are developing big data strategies, 19% are collecting information, and the rest are not planning or knowing. ”

In addition, the Friday Excellence Research Council (COUNCIL for Study Excellence, CRE) discussed why large media companies are interested in collecting large amounts of data from multiple sources to better understand their audiences.

CRE invited executives and analysts from the radio and television industry to discuss how to build the relationship between ratings, advertising and promotions mathematically, using large data. This construction problem has been puzzling the radio and television industry. Now, the Internet broadcasting industry is starting to think about how to build the relationship between advertising and audiences, and the industry has become more complex as social media influence public opinion.

At the CRE meeting, we heard "big data" over and over again. "With the advent of new media, the industry is now at a turning point, which means we need new types of analytics," said Dave Poltrack, CBS chief research officer.

He says CBS is very interested in the topic of big data and has expanded its research to cover young people who use networks and social media and analytical techniques to broaden their perspective. "We're talking about big data," he says, with some related projects underway. Poltrack said the researchers hope to find new ways to better use traditional information about audience ratings while trying to use social media (such as Facebook and Twitter) to help with planning and overall business.

Jim Spaeth, partner of Sequent Partners at the consultancy, points out that social media brings new complexity to the advertising industry. Analytical models around social networks are more complex, he says. Social media will spread like wildfire. Companies want to know how the cross channel ads in the data and traditional media will affect audience ratings and shopping habits. How to advertise through mobile devices is also considered to be part of a large data strategy, although there are not many models for advertising purposes.

And companies are questioning whether they can get huge value from big data, which involves putting different streams of information into analytical technology and predicting the impact of advertising and viewers across traditional media and new media. Mike Donahue, executive vice president of the American advertising agency, says the big data is about content, but the industry should not ignore "small data" about the local market.