Edwards - Nielsen

Report
TECHNOLOGY VISION
NIELSEN CHIEF TECHNOLOGY OFFICE
Tom Edwards
Digital Integration Services Lead
October 1, 2014
TOP THREE TECHNOLOGY TRENDS
1. Thinking Machines
2. Universal Connectedness
3. Digital Eco-systems
1. THINKING MACHINES
Helping everyone make sense of all that information
New
Information
Content
From sensors, Internet of
things, new business
interactions and models,
images, social text, mobile,
contextual + traditional
New
Algorithms
Algorithms
Deep learning,
automatic pattern
recognition,
natural language
processing
meaning context
awareness
New
Hardware
Network
Scale
Network Scale
Hardware
More and faster cores,
larger scale memory, faster
interconnects
Unlimited
interconnected
nodes, everything
as a service (XaaS),
on-demand
elasticity
Human
Collaboration
Human Insight
Social and collaborative
input to improve decisions
and discover more
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Machine-based simulation and modeling, semantic analysis and machine learning take data and analytics to provide advice on what is seen in the data,
reducing cognitive biases. It could industrialize low-level analytics and complement human analysis in a collaboration between man and machine.
Smart advisors and virtual personal assistants
may fundamentally affect consumer behavior and
the marketing efforts in place to influence them
IBM Watson represents $2.65 billion of revenue (2.1% of
IBM's total) in 2015 and $12.2 billion (12.4% of total) in 2018
(up from 0.5% in 2013). Those numbers don't include revenue
for co-development partners or third-party value chain
members.
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2. UNIVERSAL CONNECTEDNESS
The devices that sense, collect and interact have become ubiquitous
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Increasing ability to capture discrete data points — moments in time — instant connectivity — live for the moment
Digitally Sensing Devices
Human-Computer Interaction
Mobile, embedded, wearable,
location- and motion-aware,
connected measuring and recording
everything
No-touch, augmented reality, facial
recognition, natural-language
speech recognition, haptics, human
augmentation
Technology like
Bluetooth Low Energy
can provide in-store
location so your phone
can announce its
presence, very efficiently
opening the door to
creative apps and
unique data capture
opportunities
Apple's
secret retail
weapon is
already in
your pocket:
BLE enabled
iBeacon
Will change the
nature of human
interaction. Facial
recognition is
already being
used in-store to
drive more
personalized and
contextual
advertising
Google Glass
is a stepping
stone to a
future
seamless
interaction
Opportunity
New interactions become possible,
seamlessly blurring digital and
physical worlds
New and better
sources of
information
regarding
consumer intent
and decisionmaking will
become a source
of value for those
able to leverage it
Who will own
these new
sources of
information
and what will
they do with
it?
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3. DIGITAL ECO-SYSTEMS
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
More products go digital or have digital value-add services
Digital Media Diversification
Retail Digitization
Privacy Traded for Value
New technology will create an ever-greater
number of devices and ways digital
products, media and services can be
consumed, increasing consumer choice and
convenience.
We have seen the rise of e-commerce,
digital giants growing their eco-systems
through seller marketplaces. The gap is
closing between online and offline. Owning
the screen gives unique access to the
consumer.
Consumers will be torn between new
technologies that instantly identify them in
order to add context and value, and their
wish to protect their privacy and remain
anonymous but connected.
Tracking consumption across
fragmented digital media space
becomes more complex and costly in a
race to stay on top of the technology
Disintermediation will force some
retailers to become content and
product manufacturers and others to
attempt to own your screen
Savvy consumers realize the value of
their personal information and trade it
in exchange for increased value
RISE OF CLOUD PLATFORMS
Cloud-based end-to-end integrated set of systems and standards for the collection and substitution of digital products, services and data flows
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NIELSEN TECHNOLOGY VISION
MARKETING ANALYSIS AS A SERVICE
Six pillars that underpin the Nielsen Technology Vision
Interoperable
Putting Nielsen insights into the
context of the user.
Richly characterized data that
combines to connect the dots on
greater consumer understanding.
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Intelligent
Right-time
Delivery at the right time in the
right form to the right person for
immediate action.
Zero-touch
Smart analytics that minimize the
reliance on human interaction.
Event-driven processing that pushes
new insights as they happen.
Automating the analyst workflow to
identify opportunities and help
clients optimize their performance.
Aware
Programmable
Intuitive user experiences that
embed natural language querying
and universal visual data discovery.
Connected devices and embedded
software to measure all aspects of
consumer behavior.
Everything as a service. World class
APIs that enable new and innovative
solutions.
Cognitive virtual subject matter
experts that proactively assist
decision-making.
Integrate all sources of objective
data across the consumer demand
chain.
Open Nielsen to client and partner
developers to embed our services in
a marketing analytics ecosystem.
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Capabilities
Sources
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Channels
Touch Points
CLIENT TOUCH POINTS & CAPABILITIES
Zero-footprint
Rich Apps
Third Party Plug-ins
Nielsen Answers (Client Portal)
Enterprise Modules
Data Exchange
Nielsen Marketplace (Integration Portal)
Nielsen Web Applications
Service Gateway
Data Interchange
Analysis
Processing
Interoperability
Visual Data Discovery
Real-time Query Optimization
Data Enrichment
On-demand Analytical Processing
Bulk Data Extract
Reference Data Mapping
Scheduled Reporting & Alerting
Ingest, Validate & Transform
Granularity Resolution
Transactions
Video
Audio
Online
Panel
Survey
Social Media
In Store
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DIGITAL TRANSFORMATION
Key enablers and priorities
1. Content Integration – Information/Insights
• Alignment of “Shipment – Consumption – Marketing” units
• Integration ready Info/Insights - Nielsen outputs to include client internal IDs
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
2. Tooling
• Delivery methods integrated with user workflow – API, Data Services …
• Nielsen adapters for commonly used tools – Tablueu, Spotfire, Qlikview …
3. People
• Support the needs of various user constituents – Analyst, Sales, SC Ops, IT …
• Investigative tools/techniques training and enablement – data discovery
Foundations for moving from analog to digital
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