Mazumdar: El futuro de la tecnología se trata de mantener a la gente en el corazón de los datos
Mainak Mazumdar, Chief Research Officer of Measurement at Nielsen and his team are focused on studying people. “We don’t study machines. We are not studying cell phones or TVs. We are collecting data from these devices, but we are interested in how a person, a home, a society or a demographic segment interacts with media” he said in an interview published on his firm’s website. According to Mazumdar, to efficiently measure humans and follow the footprint of the data they leave behind, both sides of the brain are necessary, since data has patterns, rhythms and structures that can make or break their quality. He seeks what they call outliers (isolated cases), hidden in data and that can significantly affect the client’s ability to make accurate predictions. “Outliers are those cases that actually tell you more than the mean” he explained. Social media is where Mazumdar and his team have been able to decode patterns within data to predict tendencies. But this also requires understanding platforms, differentiating characteristics and demographics that comprise them. “When I am not working I spend a lot of time on social media, especially Twitter and I try to consume as much as I can. And I do that because it gives me insights into where the media business is moving and how we could prepare” he said. So, while many might think that algorithms and automation will be the lynchpins to success in a future where technology and data prevail. According to Mazumdar, it is keeping people at the heart of the data.
