Comments on: Data is Money – and Money is Data http://www.predictive-behavioral-targeting.com/2010/03/data-is-money-%e2%80%93-and-money-is-data/ Thu, 27 May 2010 18:15:52 +0000 hourly 1 http://wordpress.org/?v=3.3 By: Stephan Noller http://www.predictive-behavioral-targeting.com/2010/03/data-is-money-%e2%80%93-and-money-is-data/comment-page-1/#comment-139 Stephan Noller Thu, 18 Mar 2010 20:03:43 +0000 http://www.predictive-behavioral-targeting.com/?p=55#comment-139 Hi James, good point and you're definitely right. But it's also getting easier because the amount of available data is not only increasing, but also the quality and structure. Just compare insights you get from a Facebook Fanpage with the poor Logfiles we had from companies webpages 2 years ago. And the other point is that both data-visualization and extracting technology (like hadoop e.g.) is getting cheaper and more powerful (here is our own exercise on this http://www.cloudera.com/blog/2010/03/why-europes-largest-ad-targeting-platform-uses-hadoop/) Stephan Hi James,
good point and you’re definitely right. But it’s also getting easier because the amount of available data is not only increasing, but also the quality and structure. Just compare insights you get from a Facebook Fanpage with the poor Logfiles we had from companies webpages 2 years ago. And the other point is that both data-visualization and extracting technology (like hadoop e.g.) is getting cheaper and more powerful (here is our own exercise on this http://www.cloudera.com/blog/2010/03/why-europes-largest-ad-targeting-platform-uses-hadoop/)

Stephan

]]> By: James Sandoval http://www.predictive-behavioral-targeting.com/2010/03/data-is-money-%e2%80%93-and-money-is-data/comment-page-1/#comment-132 James Sandoval Thu, 18 Mar 2010 11:41:00 +0000 http://www.predictive-behavioral-targeting.com/?p=55#comment-132 Interesting piece Stephan. You know that I see it the way you do - mostly. I'll extend a caution, one that's not new, but worth articulating time and again. Data is nothing if it isn't translated into useful information. While we in the marketing, marketing services, advertising industry are increasingly required to manage and make use of growing volumes of data, we are, I'd argue, become managers of [increasingly valuable/addressable] information at the end of the day. Data only becomes money AFTER it becomes useful, valued, actionable information. Interesting piece Stephan. You know that I see it the way you do – mostly.

I’ll extend a caution, one that’s not new, but worth articulating time and again.

Data is nothing if it isn’t translated into useful information. While we in the marketing, marketing services, advertising industry are increasingly required to manage and make use of growing volumes of data, we are, I’d argue, become managers of [increasingly valuable/addressable] information at the end of the day.

Data only becomes money AFTER it becomes useful, valued, actionable information.

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