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 years.
Subject Length
(in minutes)
Background and Sisense (4:02)
Data and Predictions (5:57)
Agency and Network Analyses (4:59)
Charlene Weisler interviews SiSense CEO Amit Bendov who talks about his background and SiSense in this 4:02 minute video:
CW: What type of data do you have?
AB: What makes SiSense so unique is that we have all
kinds of data – 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 revolutionary
because before SiSense, people had to spend a lot of time integrating multiple
data sources and creating a coherent picture.
Amit Bendov talks to Charlene Weisler about how SiSense applies data science to data sets and he also shares some insights into the future of media in this5:57 minute video:
CW: I come from the world of television where the data sources are very silo’ed where you would have to commission a special data fusion. What enables you to seamlessly “de-silo” data?
AB: That is the power of the ElastiCubes technology
that we have developed. It uses in-chip 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. Let’s say that you have another data source or you need to change
something – 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 fly.
(From 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. … 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 – quickly.)
CW: So my understanding is that you are platform
agnostic. It doesn’t 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 doesn’t 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 won’t look at it as separate systems anymore. It becomes a
single source system that makes it very easy to produce analytical reports,
dashboards and visualizations.
In this final 4:59 minute video, SiSense CEO Amit Bendov talks to Charlene Weisler about the agency and network worlds and how they are using data:
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