I am studying this issue and would like to compare notes. Please feel free to reach out to me at carl_izzi@yahoo.com. Thanks.

As the BDM of Australia’s biggest independent online trading desk I am involved daily in RTB advertising (or real time bidding) across online display, video, mobile and social arenas.

Studies clearly show that that people are using their phone more for search and price/product comparisons. However we overwhelmingly prefer to complete our transactions in person or via PC/Laptop. Also mobile adverts are notoriously hard to monitise compared to mainstream display or search. So you realistically need to take a multi-device approach and optimise campaigns based on the channels that offer best audience reach, click through and conversion.

Also missing is the low hanging fruit of online advertising – retargeting. typically only 1 – 5% of website visitors actually transact in some manner. That 95 – 99% of visitors are your quality prospects. They have shown interest and you have spent money, time and creative energy to get them there. Retargeting allows you to track them once they leave your website and re-serve them with relevant creative and offers to bring them back. Funbox has just introduced cookieless dynamic retargeting for the first time to Australia and elsewhere.

You are right on both accounts. Connected device is a more descriptive and accurate expression of “Mobile.” Also, your experience with mining “data” clearly comes through on your exasperation with the “Big Data” topic. What is the hullabaloo? I agree completely. If your institution can’t use the data you have now, what will having more data give you? Nothing. Unless you have someone who knows what the data means…

Nice article.

Reread the above article but read it differently. Replace mobile with connected device. Mobile is too narrow. Many people think of mobile as only smartphones and not tablets. Additionally, the future is not just about what we know it is also about what we don’t know. Translation, connected devices is not just smartphones and tablets. It includes those devices that are not out yet. If you focus on connected devices you have a better chance of keeping up with the screens your clients use to connect with your company today and tomorrow. Having said that, in some contexts mobile is just perfect. Don’t forget context.

In other parts of the article replace Big Data with just plain old data. Why? “Big Data” is just hype. All we have is data. Data is not big. Data is not small. The focus should be on the proper use of data. In simple terms the proper use of data requires systems that can talk to each other, relevant data actually being captured, some level of data governance, a data quality process, and the fortitude to actually use data in the work place. Bradley mentioned marketing. Data use in marketing is what I call a DUH strategy. Marketing has and always will be data driven. Sales needs to be data driven as does finance (I don’t just mean the old fashioned standard financial reporting), compliance, risk, and well everything in every business should be data driven. For many, the use of data throughout an organization will be a fundamental shift. Don’t get lost in the hype.

My comments are simple and just scratch the surface. The take away a reader of the above article should have is we are in the midst of a fundamental shift. The way we conducted business in the FI space over the last several decades is dead. So adapt or die.

P.S. What Zil and Tim said.