May 7, 2015 - Josh Chasin [pictured], Chief Research Officer at comScore, writes at MediaPost: I spent last week in beautiful San Sebastian, a “foodie mecca” in Basque country on the northern coast of Spain, at I-COM, where advertisers, agencies, media companies, and measurement organizations convene to share the latest developments in our expanding field (and also, wine — lots of wine.).
Like everything else in the digital metrics space, the conference has evolved from a focus on more traditional audience measurement, to a focus on analytics, Big Data and data science. Throughout the conference I was keenly aware of the culture clash between the media researcher and the data scientist. And I wondered if there really needs to be a clash.
So I’ve been thinking a lot about the deployment of Big Data assets in the digital space. Clearly, it is one of the most profound developments in digital metrics — and indeed, in our lives. The Internet of Things is already here; we can pay with our watches, and we’ve got Google thermostats.
But in our space, I worry that there is too much emphasis placed on “Big Data,” and not enough on “Good Data.” Perhaps here the data scientist can learn from the media researcher. More...