many people here today have an iPhone or
an iPad not surprising I know that
Carrollwood day school is extremely
advanced in the use of technology so I
expected a number of hands to go up what
is surprising is that the iPhone has
only been available for about ten years
it’s actually the 10-year anniversary
this summer and I can’t imagine what my
life was without that device I use my
phone every day to do my job to
communicate with friends and family to
shop for products and brands that I need
what did we do without this technology
I’m here today to talk to you about the
extreme speed at which the world is
changing and how technology is at the
core I’d like to start with a video to
share with you the information we’ve
gathered at Nielsen about this
incredible change in our world
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[Music]
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pretty incredible statistics right we’re
about to reach 8 billion people in the
world in all parts of the world there’s
a rise of urban living the technology
influence is strong and getting stronger
every day and there’s a changing new
generation and demographics for our
common consumer all of this means our
clients our business partners at Nielsen
the companies all around the world need
to find new ways to reach those
consumers with offices and presence in
over a hundred countries
our mission at Nielsen is to provide our
clients with the most comprehensive view
of what the consumers are buying and
watching so how do we make sense of it
all there is data coming from all the
devices we use all the ways we interact
with media content advertising and
purchasing opportunities
it’s an unbelievable amount of
information that here at Nielsen we need
to take those data points and translate
them into something that’s going to help
companies like coca-cola annually ver
Procter & Gamble Disney find the
consumers that they’re looking to reach
and spread messages about their brands
and products that are going to grow
their business and be successful we have
to look at the data that’s coming from
television coming from the online world
your mobile device what content and what
interaction you have on social media and
where you’re making purchases online and
in stores and we have to translate that
into insights into our services that
help our clients reach those consumers
their number one question is how are our
products doing what are the trends in
the marketplace what do consumers like
what do they want to see what are they
interested in and how do we reach them
so I’ll start with some fun fact
examples this is what Nielsen does we
measure what you watch and buy and we
produce ratings that let our clients
know who’s not
one what is the number one candy what is
the number one TV show for cable
networks what are the songs that you’re
downloading what are the radio stations
that you’re listening to in all aspects
of the world in all of your day-to-day
interaction we need to know how the
companies that are advertising are doing
but it’s not enough to just let the
companies know who’s winning that’s a
great feeling they’re proud when they’re
number one but they don’t sit and enjoy
that moment they’re working on how they
stay in that position or how they create
new products and brands that are in the
same position so it’s important for
Nielsen to look at broader consumer
trends not only is it a point in time
how something is doing but how are we
looking at the data all of the data
that’s coming to us and understand what
the trends are that are gonna help the
companies stay ahead we need to tell our
clients that the trend for traditional
TV is usage is going down while there’s
an enormous number of channels that you
can watch and opportunities for TV
content
the average American only watches about
20 TV stations a month 20 channels out
of all that’s available we also need to
let them know that as the TV viewing is
going down mobile usage in apps is going
up may not be surprising to all of you
that are growing up in this day and age
but for our clients it’s really
important because they have to reach
consumers everywhere in every
demographic we also need to tell our
clients about social media which is such
a huge part of what we do we find that
over 70% of the consumers are influenced
their brand loyalty the purchase they
make are influenced by comments they see
in social media so all of the
information that we collect around the
world from consumers has to go into our
systems and come out as insights for our
and the technology is making it more and
more difficult to do that when I look at
the trend of Technology I look back at
the 1950s when we started measuring
black and white TV back then it was
actually a pretty simple equation there
were just a handful of channels and it
was a one-way conversation fast-forward
to the 90s when the internet was
introduced to homes and the digital
transformation began to give
opportunities to consumers everywhere to
get their information in an alternate
format real time and it’s a two-way
dialogue and then in 2007 with the
introduced introduction of the iPhone
and that there are apps and different
ways to interact different ways that
companies now need to reach the
consumers to share their information
about products and brands where we used
to see decades between technology and
Vance Mintz we’re now at a time where it
feels literally like those advancements
are coming in a matter of days
here’s an example a little throwback
Thursday for us back to the year 2000
when the flash drive came out for people
to be able to transmit their files might
have documents files for school and you
can transmit them from one device to
another with a simple flash drive the
size of the flash drive today hasn’t
changed tremendously but pretty
incredible is the fact that when the
first flash drive came out in the year
2000 it held eight megabytes of data
that’s about two songs today that same
device can hold up to a terabyte of data
and people are sharing videos and photos
and complete stories rather than a
single file what’s even more incredible
is that for the most part you rarely
even need the device because now we have
the cloud and whether it’s Apple or
Google or Microsoft or Amazon Web
service you can share information
seamlessly around the globe
instantaneously instantaneously so at
Nielsen what does this mean the
consumers world is changing tremendously
the devices that are affecting you that
are allowing you to live in a much more
efficient way are real we have to take
that problem statement and translate it
into solutions by also leveraging
technology so the technology creates the
challenge creates an opportunity for
businesses to be able to do something
new and be more successful and it
creates the opportunity for us to build
the technology solutions these are just
three examples of the products that we
have at Nielsen our three strategic
platforms are total audience where our
goal is to understand what you’re
watching across any device and any kind
of content our enterprise marketing
cloud where we really bring together all
of your online activity and help our
clients find and reach consumers whether
you’re on kayak looking for your next
trip and air air flight or shopping
online the marketing cloud has all the
data from those third-party services to
help us understand where the consumers
are spending time and then our connected
by system that shares information around
your purchasing power where are you
shopping what’s happening online what’s
happening in the stores how do we
prepare our clients like Walmart to make
this digital transition to go from their
traditional way of selling to selling
online I tell you this not because I
want you to go out and learn more about
the Nielsen products but I tell you
because this matters for you and that
Nielsen’s not unique every business out
around the globe is looking for ways to
solve problems new challenges that are
created by technology advancement and
use technology in order to create the
solution and my goal is to share with
you that technology is everywhere in the
world and what you’re doing here today
in school the fact that you’re using
your iPads and you’re online doing
research for your classes your world is
all based in technology and we need that
for tomorrow we can’t even imagine what
the world would look like 10 years from
now when I think about the explosion
we’ve seen in the last 10 years since
that iPhone was introduced and what
you’re doing in the classroom I know you
hear quite a bit about stem I want you
to know that it’s not just about a
science class that you take or a math
class that you take or your design tech
classes it’s about learning
understanding analyzing being curious to
solve problems and it’s an absolute must
every job that I can think of whether
it’s the medical field education
consumer industries like transportation
entertainment they all rely on data and
understanding what are trends and how
they can grow their business and be
successful so we need all of you to
continue with that curiosity continue
with the mindset of solving problems
whether you’re passionate about your
humanities class your science class your
language arts all of it will have a
foundation of technology and a mindset
that we need in our day to day business
at Nielsen we hire engineers who are
critical to collecting the data across
the phones across on the on the laptops
from the TVs we have to gather all of
that data and the engineers need to
create the platforms for us to be able
to translate it into the insights for
our clients we hire mathematicians
statisticians who are passionate about
data science and are interested in
looking at volumes and volumes of data
to model it to be able to understand and
extract what the behavior is just by
data data points we hire product leaders
product designers people who are
interested in designing the next best
thing they have to they worry and care
about what is going to connect with
consumers what’s going to be important
to businesses how best do we create a
user interface what should that app look
like and what are they use
characteristics that they need to
develop those product designers have
backgrounds in business in the
humanities in psychology and philosophy
and understanding human behavior we also
hire folks that are specialists in
communications and marketing that can
meet with our clients and talk about the
trends they’re seeing and how best to
communicate and connect with new areas
of business that they don’t have today
it’s not just about the programmers or
the people that are gonna design a
specific technology platform we need a
diverse set of people that have
backgrounds in all the subjects but have
a common common trait of problem-solving
that’s what to me stem is most important
that you have a natural curiosity and
that you’re going to look for ways to
solve new problems to innovate and find
the next big thing that’s going to
change the world and how we all live
there’s one thing I want you to take
away today it is just that we all have
to be ready to solve what’s next I’m
what’s next is always being put in front
of us next time you can either run from
what’s next or you can become what’s
next you’re next you can create the next
video that will set the internet on fire
you can invent the next product that
will change the world
you can redefine your industry or create
a new one but to pull that off you gotta
understand people real people in the
real world so you’re gonna need real
data data you can use data you can trust
data backed by real science when you
have that kind of data you’ll not only
see what’s next
you’ll get there first
so the next time the world asks what’s
next you have the answer so as you’re in
the classroom and you’re learning your
various subjects and you hear stem my
ask is that you put it in context of
where we’re going as a world the world
is changing changing more rapidly than
we’ve ever seen before and at the heart
of all of that change is technology and
every one of you regardless of what
you’re passionate about what you will
study where you will take your job will
absolutely be at the center of that
change and be part of the technology
solution I know that for everyone here
you are part of what is next
thank you [Applause]