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Data Is the New Oil

by Jason Volpe

Ready or not, the democratization of data is here, and it’s transforming nearly every aspect of our lives. Data is literally everywhere, and it’s fueling a new economy where the currency is the data itself. The birth of the public internet occurred in 1990, and the world has been piling up data ever since. Next year will mark the 30-year anniversary of the internet, yet the last two years show an astonishing trend: Ninety percent of the world’s data was generated within the last 24 months. It’s estimated that 2,500,000,000 gigabytes (GB) of new data is created every single day. The main contributors to this explosive data growth are social media, new devices, the Internet of Things (IoT), and rapid advances in Artificial Intelligence and Big Data.

For marketers, this sea of data is a treasure-trove. For context, let’s look at a single tweet’s business value to a marketer. Within the metadata of a tweet is the person who posted it, keywords, hashtags, followers, date/time, location, and interests, just to name a few. With this data, I’ll create a behavioral personality campaign that groups tweets into two buckets: 1) Psychology – looks for messaging related to openness, conscientiousness, extraversion, agreeableness, and neuroticism 2) Persuasion – looks for messaging related to reciprocity, scarcity, authority, fear, and social proof. The reason for separate buckets is both groups are motivated by completely different things. You can use this data to compliment your other campaigns as well. Understanding the behavioral aspect of a tweet can give you tremendous insight into what initiates action by one person vs the other. Circling back to our single tweet example, hopefully, you can see just how powerful this metadata is and what you can do with it.

About Jason Volpe

Jason has spent the last 25 years helping hundreds of companies transform their business by delivering enterprise class solutions at scale across dozens of industries. Throughout that timeframe, Jason has specialized in all things data, such as Data Warehousing, Business Intelligence, Big Data, Artificial Intelligence and Machine Learning. More specifically, he is an expert in business process transformation by infusing data and automation into new and existing processes, making them data-driven.

Today, Jason is a certified Senior Solutions Architect at Amazon Web Services (AWS) helping customers of all sizes accelerate their business transformation as they progress through their journey of consuming cloud services. Prior to joining Amazon Web Services, Jason spent the remainder of his career at Microsoft, Fujitsu Consulting, EMC Consulting, Nelnet Student Lending, and MCI Communications.