Understanding The Growth Of Data
90% of the world’s data has been generated in the last two years (as of 2018).
The below is a comparison of daily data creation. The data has been taken from a number of sources, and then dropped into this graphic, sizing the boxes to the relative size. It gives us good relative insight into how much data is being created, as well as a point of comparison to some offline data that will show us just how much is being produced.
The above are 2015 figures unless otherwise noted.
Brinker’s Martech Landscape
In August 2011, Scott Brinker of ChiefMartech charted logos of providers operating in the nascent business of “marketing technology” as a way to sort out the market. There were 150 such operators. By September 2012, when Brinker revisited his infographic, the number of firms operating in marketing technology had grown to 350. Then 1000. Three years later, the number had risen to 2000.
By 2016, the number had jumped to 3500 firms operating in the space – almost twice the number just 14 months before. By 2017, it grew more than 40% to reach 5000 companies and by 2018, nearly 7000 companies.
Thus, 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.
However, according to a study by McKinsey & Company, only 1% of the change that technology will introduce into our personal and professional lives has been realized and experienced. We are, thus, at the very beginning of the journey in understanding data and using it to communicate.
In conclusion,
The below is a comparison of daily data creation. The data has been taken from a number of sources, and then dropped into this graphic, sizing the boxes to the relative size. It gives us good relative insight into how much data is being created, as well as a point of comparison to some offline data that will show us just how much is being produced.
The above are 2015 figures unless otherwise noted.
Brinker’s Martech Landscape
In August 2011, Scott Brinker of ChiefMartech charted logos of providers operating in the nascent business of “marketing technology” as a way to sort out the market. There were 150 such operators. By September 2012, when Brinker revisited his infographic, the number of firms operating in marketing technology had grown to 350. Then 1000. Three years later, the number had risen to 2000.
By 2016, the number had jumped to 3500 firms operating in the space – almost twice the number just 14 months before. By 2017, it grew more than 40% to reach 5000 companies and by 2018, nearly 7000 companies.
Thus, 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.
However, according to a study by McKinsey & Company, only 1% of the change that technology will introduce into our personal and professional lives has been realized and experienced. We are, thus, at the very beginning of the journey in understanding data and using it to communicate.
In conclusion,
- We are living in the midst of a data explosion
- Extraordinary amounts of useful, portable digital data are being generated each day
- New companies (and industries) working with data are emerging at a rapid pace
- We have only just begun to see the impact technology will have on our personal and professional lives