ElastiCubes for Cross Platform Measurement? Interview with SiSense’s Amit Bendov – Charlene Weisler

Amit Bendov has sold just about every type of consumer product in his career Now as CEO of SiSense he is in the epicenter of the data market exchange finding value in combining disparate data sets modeling algorithms to gauge consumer behavior and taking action based on the strategic insights the data reveals In this revealing interview Bendov talks about his company SiSense how they maximize the value and the uses of data how agencies and networks use his data system and looking ahead how the media landscape may change over the next few yearsCW What type of data do you have AB What makes SiSense so unique is that we have all kinds of data amp8211 any kind of data that you have There are some special applications for marketing and for media and we can focus on specific applications But the real power comes from bringing together all of the available data from within a company data from finance data from marketing sales customer satisfaction from external sources This is a general purpose software that can connect any data that you have and can help you make smarter decisions based on integration of multiple data sources It is revolutionary because before SiSense people had to spend a lot of time integrating multiple data sources and creating a coherent picture CW I come from the world of television where the data sources are very siloamp8217ed where you would have to commission a special data fusion What enables you to seamlessly amp8220desiloamp8221 data AB That is the power of the ElastiCubes technology that we have developed It uses inchip analytics which is a technical term for very high processing power that is strong enough that regular people who are not technical can marry those data sources together without worrying about performance just by dragging and clicking and pointing to multiple data sources It is as simple as that Before SiSense you would have to write special code and software to integrate them which meant long projects and the problem just starts there Once they are integrated they are very difficult to change Letamp8217s say that you have another data source or you need to change something amp8211 it is not something that ordinary folks can do SiSense with the ElastiCubes technology provides a very flexible software that can add data sources on the flyFrom the SiSense website ElastiCubes allow you to bring in data from multiple sources merge manipulate and then query it as if it was one consolidated data set One of the biggest advantages of ElastiCubes is the ability to easily mashup multiple data sources amp8230 Once the data is inside the ElastiCube it is all the same and every field coming from every table can be analyzed in the context of any other amp8211 quickly CW So my understanding is that you are platform agnostic It doesnamp8217t matter is the data is coming from TV or from radio or from mobile phone or from a sales database AB It could come from the moon It could come from Mars It could come from a database It could come from excel If it is data we can read it It doesnamp8217t matter what kind of data It can marry weather information with consumer demographics with TV with marketing with finance Any type of data in the world can be brought in and analyzed That is the beauty of it it creates a standard platform for reporting that once you build it it is very easy You wonamp8217t look at it as separate systems anymore It becomes a single source system that makes it very easy to produce analytical reports dashboards and visualizationsThere are three videos in this interview that can be viewed at WeislerMediablogspotcomInterview conducted by Charlene Weisler Weisler Media LLC She can be reached through her research blog wwwWeislerMediablogspotcom or at WeislerMediayahoocom Full disclosure Charlene hosts a street art blog on The Starry Eye blog communityRead all Charlene39s MediaBizBloggers commentaries at Media Insights QampampACheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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ElastiCubes for Cross Platform Measurement? Interview with SiSense’s Amit Bendov – Charlene Weisler

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Charlene Weisler

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ElastiCubes for Cross Platform Measurement? Interview with SiSense’s Amit Bendov – Charlene Weisler

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