All right. Understanding the Growth of Data. We are truly living through the greatest expansion of data that the world has ever seen. What this has created is an environment where it has never been more important for us to understand how to effectively communicate with data. In the last two years alone, we've seen 90 percent of the world's data come to be. It's truly remarkable, the explosion of data all around us. Sometimes we lose context for how much data that really is. To that end, I put together this state of a visualization, based on an idea, a concept from David McCandless. What you're looking at is a comparison of daily data creation, and what you'll see is that the extraordinary amount of data being generated every day, this digital data that we can move, that we can, that we can access, that we can analyze and make stories from. So, I basically took data from a number of sources, and then dropped them into this graphic, sizing the boxes to the relative size. It gives us really I think good relative insight into how much data's being created, as well as a point of comparison to some offline data that will show us just how much is being produced. So, here you go. So, every single day in the world, there are 4.5 billion Facebook likes, 4 billion YouTube videos watch, 3.5 billion Google Searches, on and on. All of these things for marketers in particular, tremendously rich and valuable sources of information, allowing us to know what consumers like, what they don't like, and what they want, right? These data that are being generated are providing more insight than we've ever had before in the history of marketing, and say really the history of the world. But how much data really is this? That brown box that I haven't revealed yet? Well, that is the number of cups of coffee consumed every single day. You can literally consume coffee and purchase coffee anywhere in the world. That the rest of the stuff is all generated by the 40 percent or so of the world that is digitally enabled and it's online. That little blue box there in the lower right, well, those were the number of votes cast in the last presidential election. So, that's done once every four years. Everything else is happening every single day. It really does give you a sense of how much information and data is being generated. Useful, valuable, insightful data, from which we can tell great stories, all right? As a result of this, the industries and companies that use and work with this data have also seen a similar path of growth. This is marked very well in an analysis done by Scott Brinker, where in 2011 Scott put together this infographic which became viral and made its way around the data community. Where Scott basically took the logos of all the companies operating in this very new and nascent marketing technology space and categorize them. So, for the first time, you got to see where were these are all the companies in this data space, working with this data that's being generated, making sense of it, processing it, doing something that allows them to make a viable business endeavor. That was in 2011. This was so popular that Scott decided to go back the next year, and then the next, and then the next and continue to revise this number. What he found was pretty surprising. In 2011, there were 150 companies, by 2012, 350, by 2014, 2,000 companies working in this data space, by 2015 and 2016 that number had jumped to 3,500. The one that was produced in 2016 showed 5,0000 companies. The most recent in 2018 graphic that Scott generated shows nearly 7,000 companies now working in the marketing technology space, utilizing this data that is being created. Truly, there has never been a time where understanding that data and knowing how to communicate with that data has ever been as important as it is today. But even with all these numbers, it might not be the most important number that I want to share. That number maybe this one, a simple one, but one with great meaning, one percent. This comes from a recent McKinsey study, which found that the amount of change that technology will introduce into our personal and professional lives, we've but experienced one percent of that disruption. We have not even begun. So, with all the numbers and data that we have generated and can work with now, we're at the very beginning of this journey. Truly, if there's ever a time to understand how to use data to communicate, now is the time to start to learn these tasks and these skills. So, as I've said communicating with data is never been more important. We are living in the midst of an enormous data explosion, and extraordinary amounts of this data as we've seen, is being generated every single day. Useful, rich, vital information that can tell great stories. New companies, new industries are springing out of this data, because it is just so valuable and so rich. Yet, we have only seen the very beginning of the revolution that we're living through. This is going to continue on and we will see much greater change over time.
