Easier, Smarter, Better: What Does The 2019 Data Landscape Look Like?

Lucy Hughes our consultant managing the role
Posting date: 12/11/2018 1:32 PM
Data & Analytics have played a larger role in 2018 than ever before. A key talking-point, this year saw the Cambridge Analytica scandal, resulting in increased pressure on the biggest names in tech. With Mark Zuckerberg being summoned before various governments worldwide to answer privacy and security concerns, it’s unlikely that we’re going to stop talking about the impact of Big Data any time soon. 

Fortunately, 2018 also appears to have been a turning point. Whilst we’ve seen a greater number of threats from Data, we’ve embraced the technology it supports more than ever before. As a result of this, 2019 is looking brighter than ever for the Data & Analytics landscape. 

Easier Access to Data


As businesses start to look at keeping their data closer to home, access has become more important than ever. Edge Computing has dramatically increased in popularity, and it doesn’t look like we’re going to see it slow down any time soon. BI Intelligence are estimating that, by the end of 2019, there will be 5.6 billion business-owned devices that access data in this way. 

A result of the speed at which technology is advancing, Edge Computing is also seen as a more secure and private way to hold data. Whilst it was initially feared that the ‘Edge Will Eat the Cloud’, we’ve actually seen both perform strongly enough to stand on their own two feet. Far more than just being a stepping stone as we move away from Data Centres, we’ve seen Edge Computing play a role in everything from the Internet of Things, to everyday fuel efficiency.

And, in 2019, we can expect it to play an even bigger role, as platforms emerge that will combine edge, multi-cloud and hybrid technologies.

Smarter Tech Than Ever Before


Whilst we all know that next year will introduce us to smarter technologies, they’re a few places where we can already some 2019 standouts. Natural Language Processing (NLP) has leapt forward over the past year and will continue its acceleration in 2019. Advances in Machine Learning (ML) will see BI tools feel the biggest benefit from this. In particular, the ability to ask programs questions around Data Visualisations and improve our insights will play a huge role. 

Off the back of this, we’re likely to see Automated ML play a huge role. Falling between cognitive APIs and custom ML platforms, Auto ML will offer analysts the flexibility to deal with complex issues without having to go through the typical ML training process. 

AI and ML will also revolutionise the DevOps world as 2019 sees AIOps become mainstream. This multi-layered technology will automate and streamline significant amounts of IT operations as the speed, and demand, of data continues to increase, but accountability remains the same. 

Becoming a Better Society with Data


Unsurprisingly, GDPR has had a huge impact on the Data & Analytics landscape in 2018. And, with the USA and India looking to embrace similar regulations in the new year, we’ll continue to feel the repercussions of this in 2019. 

Companies are now no longer being assessed on the black and white of the legality of their practices, but how ethically they use the data they have access to. As a result of issues that have arisen over the past few years, how social media giants handle their data is now a leading discussion point during every major election. Whilst Facebook are already taking some steps to address this, expect to see the pressure on them and their contemporaries continue to increase in 2019. 

It’s not only major networks that are having to adapt either. The number of leading businesses who now have their own data code of ethics has dramatically increased in the past few years and shows no signs of slowing. Plus, new technologies mean new risks and new principles. For example, as Facial Recognition technology becomes more and more prevalent, public concerns will lead to both fresh regulations but also increased responsibilities for firms

However, it’s not all rules and regulations. The rise in the amount of Data we have has led to a rise in the possibility to utilise it for social good. Enterprises like Orange and The Hutch Data Commonwealth are looking at how we can share data and insights to achieve common goals and make the world a better place. Despite an increase in risks, 2019 is also offering a plethora of opportunities to use data for good. 

If you’re looking to embrace the new and take on a fresh challenge in 2019, we can help. Take a look at our latest roles or get in touch with one of our expert consultants to find out more. 

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MeasureCamp Paris 2019

A few weeks ago, I was lucky enough to attend the sixth annual MeasureCamp Paris. It was Harnham's second time sponsoring the event and is always an amazing opportunity for us to get face to face with Digital Analysts not only from France, but all over Europe. Once again, the place was filled with industry-leading minds, all of whom were passionate about sharing their knowledge and the day-to-day challenges they face. As you'd expect, it was a pleasure to have the chance to see some familiar faces and get to talk with a variety of professionals about the market and share our thoughts. Their insights were unbelievably valuable. Fortunately, we were able to give them a sneak peek of our new 2019 Salary Guide and discuss our findings alongside some general market trends.   One particularly interesting point of discussion surrounded how double the amount of professionals are using the Google stack of tools compared the to the Adobe equivalent. Many commented on what they see as a lack of training and investment within their company in other Analytics tools (e.g Adobe) or CRO tools (e.g. AB Tasty, Optimizely, even Kameleoon) compared to UK and Nordic enterprises. Outside of this, there were a number of discussions on how the Digital Analytics space is evolving, especially on the impact that diversified Web Analytics roles are having on the industry, and how secure professionals feel in their positions as a result of this. With many commenting that a lack of career progression is making them feel unsure of their current role, it may explain why our Salary Survey found that 80% of the Data & Analytics professional are open to potentially leaving for the right opportunity.  This year's MeasureCamp Paris was both bigger and better. It's clear that Digital Analysts remain incredibly thirsty for new ideas and ways to upskill and so it's no surprise, particularly from what we saw on the day, that the market and talent pool are stronger than ever.  If you'd like to discuss any of the trends I've mentioned above, or are looking for a new opportunity, do not hesitate to get in touch with me here. 

HOW BRANDS USE DATA TO CREATE SUCCESSFUL CAMPAIGNS

Make no mistake: making minor adjustments to an ad or campaign that’s meant to appeal to the masses just won’t cut it. Customers crave creativity. They want to be understood. Which is why people respond best to brands that do their homework, doing their research into what appeals to different groups. How should businesses appeal to their chosen segments, then, considering how diverse people are? Data, of course. Why Data? For one thing, it drives results and creates improved outcomes. Data also helps to prove the value of marketing, providing a bargaining chip for future budget discussions. And, most rewarding of all, brands get valuable insights into their target market. Which, in turn, leads to more well-targeted, profitable campaigns.  And if you think Data doesn’t belong in the world of creative campaigns, think again. As OpenJaw Technologies Chief Marketing Officer Colin Lewis argues: “Creativity is not just compatible with being Data-driven – Data can drive better creative.” Psychological profiling Strategic communications consultancy, Verbalisation, researches and analyses language to form valuable insights. Using its Rapid Audience Insights Diagnostic system, the company’s team of psychologists and researchers work out how an audience thinks. They also learn the actual words an audience uses, which they then use as the basis of a marketing strategy.  Based on their unique research and insights, Verbalisation has created several successful campaigns for high-profile brands. These include the #NotAnotherBrother campaign for counter-terrorism organisation Quilliam, which looked at the motivations of jihadists.  The campaign is now used by the UN and schools across the UK, as well as the US Department of Defense. It is the most viewed counter-extremism campaign of all time, with more than half a billion global media impressions.  Location, location, location Out-of-home (OOH) advertising. Yes, it goes way back, but it’s actually the only traditional advertising channel posting rapid growth. In fact, thanks to mobile-location Data, brands can target audiences quicker and with a greater chance of success than ever before.  Great news for JCDecaux (JCD), a leading OOH company with ads reaching 410 million people in over 4,000 cities. JCD now works with location Data to define and segment audiences. Doing so helps it decide where to place media, improve campaigns and measure resulting store footfall and purchases.  Knowledge, so they say, is power. Particularly when that involves knowing the whereabouts of the most coveted customers. Newly teamed up with identity resolution company, Neustar, JCD’s insights look stronger than ever. JCD can now understand which of its locations rank higher for any brand’s most desired audiences. All thanks to location Data and real-time behaviour analysis.  Personalised employee training Data doesn’t just boost the results of B2C brands; it can also be a vital shot in the arm for internal security training campaigns. Training provider, CybeReady, for instance, uses a Data science-driven approach to deliver cyber awareness training with a difference: its anti-phishing platform helps security teams quickly roll out and tailor campaigns to individual employees. In big companies, getting employees up to speed is especially challenging. With many locations, languages and time zones to contend with, Information Security teams have their work cut out.  CybeReady eliminates these challenges by delivering 12 personalised, 60-second simulations to each employee. In their first language, every year. What’s more, the training provider uses machine learning to analyse performance on a daily basis. This enables it to provide the most appropriate simulations to each individual. The result? IT teams save 160 hours each month and employee resilience increases five-fold. There’s no limit to what Data can do. If you’re a fan, we may have a role for you. Take a look at our latest opportunities or get in touch with our expert consultants.  

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