SMW Joburg: The Significance Of Data In Advertising

Written by Dana Sanchez


When John Montgomery talks about the Internet of everything — you get the feeling he invented the term. Do we really need things that can communicate with each other?
And can we handle all the data? These were some of the questions Montgomery asked an audience at Social Media Week, now under way in Johannesburg.

“Big data for people like me is extremely exciting,” he told AFKInsider at the event.

Montgomery got his start in traditional media in South Africa, and now he’s in charge of interaction for one of the largest media companies in the world by billings — GroupM, based in New York City. Montgomery talked about how ad agencies are now looking for math majors and analysts who can recognize patterns.