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Why SKY, ITV and ADT are unlocking the power of data.

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November 12, 2015

• Government backs use of data science with launch of £42million institute opened by Minster of Universities and Science, Jo Johnson (Boris’ brother) and Martha Lane Fox.

• Top marketers recognise data is one of most important things to drive twenty first century economy.

Big brands are unlocking the power of data science to help inform their advertising strategies to get ahead of the crowd.
Using unique social intelligence tools developed by leading scientists, they can analyse millions of tweets by hundreds of thousands of people in real time.
The cutting edge technology used to consume and analyse vast quantities of data was recognised recently at the launch of the Alan Turing Institute (on Wednesday 11 November).
The £42million government-funded institute was opened by Minster of Universities and Science, Jo Johnson and Martha Lane Fox and showcased the vision for the newly created Institute.
Data Visualisations of UK cities were presented at the event to show how the way people come together to form communities differs across the UK.
Leeds business, Bloom Agency created the visualisations by analysing 23 million tweets from 300,000 individuals over one month.
Bloom Agency’s Chief Data Scientist, Peter Laflin developed the Whisper tool which created the data visualisations.
He said: ‘Our work with the Universities of Oxford and Strathclyde using social media data maps out the complex structures that exist in cities, and doing this in real time, is a great example of a new data source being used to tackle previously intractable problems.
This work is intended to help city leaders to understand the impact of the decisions they make about how cities should be run and which policies should receive civic support. This is one step on the road to creating a ‘smart city’, where we use data to help us live more sustainably, efficiently and in harmony with others.
This means problems of everyday life could be solved such as how to best get to work, where to park, even which street lights need replacement bulbs.

It’s the exactly the same technology we use with our clients, to help them understand how their target audiences behave so we can tailor specific content for them.
We used Whisper to help mine the information that informed the making of the recent Thierry Henry Sky advert which the Mirror called ‘the greatest thing in the history of the universe’.
What is clear is that data is one of the most important things that will drive our twenty first century economy, our academic understanding and our progress as a society.
Data is allowing us a view into problems previously too complex to investigate.
And it seems that Marketers at the top of their game already recognise that.’
The newly launched Alan Turing Institute brings together top leaders in advanced mathematics and computing science from across the UK including Bloom’s Peter Laflin.
Peter added: ‘The institute will play a pivotal role in connecting together industry, academia and the global economy in such a way that the lack of clarity around ‘data science’ is skilfully and cleverly resolved whilst providing the motivation for world class innovation with data science.

Notes to Editors

Bloom Agency is an integrated marketing agency.
Bloom is a discovery agency that embraces change and technology and places great insight and strategically led creativity at the heart of everything it does. In fact all of their work is based on Insight and data.

Bloom Agency’s unique listening tool Whisper measures True Influence and the team believes that great insight produces creative work that gets results and which is powerful and effective.

Peter Laflin is Bloom’s Chief Data Scientist he uses Data Science to inform Bloom’s strategically led creative work. His specialist team use data science and a set of uniquely developed strategy and insight tools to help clients to make better business decisions.

Bloom Agency has used Professor Peter Grindrod CBE’s academic research to create and evolve Whisper and Professor Grindrod is a Non-Executive Director of the company.

Peter_Laflin HeadshotPeter Laflin works closely with Professor Grindrod, who is a Board Director at the Alan Turing Institute and is interested in the scope of the work that the Alan Turing Institute will undertake.

The Alan Turing Institute is a joint venture between the universities of Cambridge, Edinburgh, Oxford, Warwick, UCL and the Engineering and Physical Sciences Research Council (EPSRC). The Institute will promote the development and use of advanced mathematics, computer science, algorithms and big data for human benefit.
The Institute will bring together leaders in advanced mathematics and computing science from the five lead universities and other partners and will conduct first class research and development in an environment that brings together theory and practical application. It will build on the UK’s existing academic strengths and help position the country as a world leader in the analysis and application of big data and algorithm research.
The Institute is being funded over five years with £42 million from the UK government. The university partners are contributing £5 million each, totalling £25 million. The Institute is based at the British Library at the heart of London’s Knowledge Quarter. Its work is expected to encompass a broad range of scientific disciplines and be relevant across multiple business sectors.

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Katy Pollard, Listening Pig Communications
Leeds , UK
07808555705
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