Interview with Emma Martin

This article takes part from the interview series with our speakers for this year edition of Big Data Week.

Enjoy Emma’s thoughts on big data.

1. While Big Data is already a buzz term, what does it actually mean for you? (an old question with a fresh answer)

Big data means a plethora of information coming from a variety of touchpoints. As IoT grows and more things in our lives are internet connected this is only going to grow. We, as an industry, need to find a way to streamline the process around integration, analysis and application of this data.

2. Is it important to be data driven nowadays? If yes, why ( please use examples from your industry or your own case)?

This has always been important – we just have more opportunity to be data-driven these days. 10 or 20 years ago news organisation would have to rely on NRS survey data to understand who was reading their outputs. Now we have hugely granular information through our analytics tools.

3. What are the main challenges a company encounters when starting to look at their data?

a. Integration of data tools into one cohesive interface.
b. Benchmarking
c. Validation of data

4. How do you see the impact of Big Data in the media domain?

My role wouldn’t exist without it. Without the huge variety of data tools we all have, we couldn’t get such a detailed analysis of who our users are. Without that we wouldn’t be able to create the audience segments with which we target our advertiser campaigns. Big data also allows us, our media agency partners and clients to have a more accurate view when it comes to campaign analysis.

5. Who should come and listen your talk in Big Data Week?

Marketers interested in ways we use data to execute online advertising campaigns.

6. Do we still need data scientists with all the tools existing today for data cleaning, analysis, machine learning?

Yes, only a human can take data and turn it into insights. And only a human can decide what is and isn’t useful (not just significant!) to a business.

BIO: Emma is the Commercial Data Manager for the Evening Standard, Independent, i100 and London Live websites. This summer the team won the AOP award for Best Use of Data for their innovative approach to using data-insight to shape commercial campaigns. Prior to ESI, Emma worked at some of the largest international media owners, including Yahoo! and the commercial arm of the BBC; providing data insights to inform, execute and evaluate advertising campaigns for global clients.