The IAB just released its new social research white paper -- #SocialData Demystified -- at OMMA DDM, and if you ask me, it makes things more complicated than it needs to be. The paper breaks social research down into components like Initiation, Consumption, Engagement and Amplification (words, which themselves, can be vague and subject to interpretation), and sub-components within them.
One petabyte of data every day is generated from the Internet, according to Joe Mandese, editor in chief of Mediapost, speaking at the OMMA Data-Driven Marketing event in New York -- and that brings up the obvious question:
Too much data?
"You have to comfortable with discomfort: it's often wrong, it's often dirty, it's often hard to work with," says Vikram Somaya, general manager of WeatherFX for The Weather Company, on a panel discussion about the subject.
Dave Morgan, CEO, Simulmedia: "I don't think people know where they are going; they don't what ...
On a panel on “right-sizing” data, Vikram Somaya, General Manager, WeatherFX, The Weather Company, says people working with Big Data have to “be comfortable with discomfort.” He explains data is often wrong, often dirty and hard to work with. “You need to be fundamentally comfortable with that and develop easily-executable tests” to optimize campaigns, he said.
Fellow panelists Dave Morgan, CEO of Simulmedia, and Mark Miller, who leads the CRM practice at Digitas, argued against the idea of information overload as a result of embracing Big Data. “It’s about defining the problem first, and then going to the data,” said ...