Presented By O'Reilly and Cloudera
Make Data Work
Feb 17–20, 2015 • San Jose, CA

Bots Don't Drink Soda: Using Big Data to Find Real People

Michael Brown (comScore, Inc.)
2:20pm–2:40pm Friday, 02/20/2015
Data Science
Location: LL20 A
Average rating: **...
(2.00, 2 ratings)

No marketer cares what the bots are doing. Without in-depth, accurate analysis, advertisers will realize they are spending marketing budgets on suboptimal segments, and will resort to other methods of marketing research. The digital advertising industry is a great example where big data and data science can work together to deliver business value.

Correlations, heuristic classification, and anomaly detection are some of the techniques that researchers use to uncover key marketing insights.

comScore, a global leader in digital business analytics, provides its clients—advertising agencies, marketers, publishers, etc.—with reports and analyses on 1.5 trillion new online events every month. To deliver on client expectations, comScore deploys Hadoop to ensure that its analytics processing can scale to required volumes and deliver accurate insights.

This session will cover:
 Use case examples where big data analytics is used to uncover non-obvious insights
 How comScore scales to process over 1.5 trillion events
 Other ways comScore overcomes the challenge of big data

Photo of Michael Brown

Michael Brown

comScore, Inc.

Michael Brown was a founding member of comScore, Inc. in 1999. He leads the technology efforts of the company to measure Internet and Digital activities. In this position, he helped the company build the world’s largest Decision Support Systems on the Windows platform. This system currently has over one year of data online and captures over 220 billion rows of new data every week to measure the Internet in over 45 countries. He also has been responsible for over twenty patent applications at comScore. Five of these patents have already been issued by the US Patent and Trademark Office.

Prior to joining comScore in 1999, Mike worked on several different projects for companies in the Washington, DC area. One of these projects included working on a large help desk deployment and modernization effort for Deutsche Bahn in Frankfurt, Germany.

In 1993, Mike cofounded Pragmatic Image Technologies with several associates from IBM. This consulting group focused on the implementation of IBM’s ImagePlus technologies at several different firms. One of the core projects completed was the successful role out of IBM’s ImagePlus product at Pennsylvania Blue Shield to over 1,200 users resulting in the largest image workflow installation on the east coast at that time.

Mike began his career at IBM in 1989 at the age of 19 in the image processing team in Gaithersburg, MD. He finished his Bachelor’s degree in Computer Science at night at the University of Maryland University College in 1992 and earned his Master’s degree from Hood College in Computer and Information Science in 1997.