DECEMBER 1, 2016 | Hearst Tower, NYC

THE PACE OF CHANGE Barry Fleming VP, Digital Director

MPA-The Association of Magazine Media

“The only people who see the whole picture, are the ones who step out of the frame”

~Author Unknown

The Pace of ChangeWhat’s Really Driving Digital, Enterprise and Even Societal Transformation?

The main, mission-critical challenge to each and every business today:

Effectively Managing (Data) Scale

• How to wrangle it• Operationalize it• Productize it • Monetize it

“Buckle-up Dorothy because Kansas is goin’ bye-bye”

~ Cypher, from “The Matrix” (1999)

THE EXPLOSION OF DATA

Every LUMAscape® Ever Made!

Machine Generated Data: IOT/E, Industrial Internet, Sensor Data, etc.

Human Generated Data: Text, UGC, Human Behavior Triggered, etc.

Time

Storage(Infrastructure)• Transport / Distribution• Bandwidth• Processing• Analysis• Operationalization• Productization• Monetization• Etc.

Credit: IDC Research, Inc. (IDG)

BEWARE INFORMATION OVERLOAD I

Credit: SAS (http://www.slideshare.net/meganfulton3/visual-analytics-12575402)

BEWARE INFORMATION OVERLOAD II

4.4

44

180

Credit: SUNERA

Credit: IDCCredit: IDC

Paradigm-Shift in Job / Skills Requirements

Structured & Unstructured Data

Massive Market Potential

Exponential Data Growth

1 Zettabyte = 1000 Exabytes = = 1 Million Petabytes = 1 Billion Terabytes = 1Trillion Gigabytes

YOU HAVE LOTS OF DATA

Whether ‘Big Data’ or Lots of ‘Small Data,’ you have TONS of data points across:

• Audiences• Platforms• Channels• Formats / Tactics• Partners / Affiliates

e.g. 2nd Party Data• 3rd Party Data• etc.

The challenge is to make the data strategically actionable…

The result of overwhelming data scale is strategy and solutions fragmentation & compartmentalization in silos

Personal Anecdote:I have led analytics & intelligence teams that were all but crushed by the “data tsunami” and the Four V’s.

Back in circa 2010, what took 100+ analyst hours to produce (e.g. a monthly digital intelligence report for a Fortune 500) became over the course of just a few years (circa 2012/2013) obsolete with the advent of Open APIs, Natural Language Processing (NLP), Machine Learning, and Big Data analysis solutions (qualitative and quantitative).

This dramatically reduced the level of effort to just several analyst-hours for effectively the same deliverable. A certain level of automation became mission critical.

Managing Unprecedented (Data) Scale

ADTECH MARTECH SOCIAL PRINT CRM CMS ETC

CONSUMERS, CUSTOMERS, ADVERTISERS

Intelligent Machines / Cognitive Computing / Augmented Intelligence / Automation

USER (BRAND) EXPERIENCE

The only way to manage exponential data growth is to “hand-off” some of the responsibilities to ‘intelligent machines’ (e.g. a certain amount of automation) as we already have in programmatic & DMPs, marketing automation, retargeting, social (content feeds & ads), etc.

AI isn’t just Artificial Intelligence• Another name for ‘Intelligent Machines’ is ‘Cognitive Computing’ or AI.

• Components or Subsets of AI are:• Artificial (or Augmented) Intelligence

• Machine Learning• Deep Learning• Neural Networks• Algorithms

• And we’ve seen the problem with autonomous algorithms haven’t we? e.g. “Fake News,” Filter Bubbles and “The Flash Crash” (i.e. High Frequency Trading)

MagMedia Opportunity I

• Our industry has an opportunity to “Out-Facebook Facebook” (e.g. hyper-personalize, hyper-contextualize and “relevant-ize”) advertising AND content across publisher networks – garnering ultra-premium CPM for the publisher and delivering ROAS/ROI to the advertisers as part of a standard operating procedure

• Regardless of Facebook, the ‘feed’ is the future – swipe, scroll, tap, or page-turn

• And a magazine IS a Content Management System (CMS) – its content in a paper-based ‘feed’ of sorts…imagine customized, print-on-demand…(hell, 3D printing is consumer accessible now…)

MagMedia Opportunity II

• AI (and all its permutations) has only very recently become available in the commercial marketplace and available to most enterprises for commercial application

• Various providers can provide ‘AI on Tap’ based upon the Cloud and SaaS models – AND provide consultative services:• IBM Watson• IPsoft• Google DeepMind• Kasisto• Etc.

Siri, Cortana, Alexa, Echo, OK Google, etc. are all examples of consumer-facing cognitive computing – but so are Facebook & Google (e.g. algorithmically-driven content and ad platforms & unfortunately, Filter Bubbles)

WHERE THE RUBBER MEETS THE ROAD

• Build a “Data Innovation & Vision” infrastructure into your organization’s DNA

• Consider deploying effective “skunkworks” or “a pirate ship within the mothership” innovation lab – these are not your typical IT organizations

• Always judiciously apply technologies with human oversight – the human/tech hybrid is what has been most effective in my experience

• Effectively dealing with (data) scale also means efficiently and effectively serving-up hyper-relevant experiences, content, and advertising across all MagMedia touchpoints

• Take full advantage of your rich history of editorial excellence (human) and high-production value content – and augment / scale with the assistance of intelligent machines

PARTING THOUGHTS

“Salespeople drive companies, everyone else is overhead” ~ My late Father, Donald P. Fleming

…so those of us that are “overhead” must provide our sales teams with the absolute best in terms of products and services we can envision and deploy into our organization and into the marketplace –keeping abreast of the constantly and exponentially changing (data) landscape.

THANK YOU