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DATA READ ALL ABOUT BIG DATA ECOSYSTEM 01 The value of data, by Marco Bressan 03 INF0GRAPHIC The keys of Big Data 04 CASE STUDY Illustreets, Carto DB 05 Practical examples of Big Data use 06 MASTERCLASS DJ Patil 02 How is the daily life of a data scientist? INNOVATION TRENDS SERIE

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In a interview, Marco Bressan says: We have a significant amount of customer data, their obligations, and what we are trying to do, first of all, is centralize this data, so we can look at it and extract knowledge, extract information and translate that knowledge and information into new services, better services for our customers, etc. Therefore, the most important use of Big Data ( ) is to extract information about our customers based on what they do. Its not about doing a survey, go out and ask the client what would he like, but to really see, for example, how is he using his bank account, what kind of transactions he makes, what kind of life he has, and try to give that customer a better service.the most important use of Big Data The value of data 01 Marco Bressan, Chairman & CEO BBVA Data & Analytics, explains in this interview that their main goal is to capture the value ( ) of the banks.capture the value In this sense, the business intelligence we need in order to offer that better service is essential. Besides, that knowledge of customers allows us to better assess the client in relation to products such as credits, or to prevent fraud, for example. See video Translate that knowledge in better services for our customers INNOVATION TRENDS SERIE JANUARY 2015 www.centrodeinnovacionbbva.com/en

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Competing thanks to your knowledge of customers In BBVA we have launched in Spain a pilot in which we are using the data of payments for small and medium businesses in order to get a better estimate of the risk of merchants when giving credits. Thanks to this we are giving about 4% more loans, because we can adjust our estimates, know our customers better and give them more credits. That is clearly a consequence of knowing our customers better. In an interview at the BBVA Innovation Center, Marco Bressan told us that a very important part of what can be done with that knowledge, with data, is precisely see what new products, what things can be offered to customers. In this regard, he points out that one of BBVAs current projects involves aggregating data, anonymizing it, and sharing statistics. For example, we are working with departments of Tourism to better understand the behavior of tourists when visiting cities, their shopping behavior, in order to improve the tourism infrastructure. In his opinion, companies are working to understand ( ), for example, the impact of events. If I organize a party in a city, if I host an important event, a symposium, a conference, what is the commercial impact for the city? All these are products that are generated based on data owned by the bank, but with utility beyond the walls of the bank. working to understand See video +4% INNOVATION TRENDS SERIE JANUARY 2015 www.centrodeinnovacionbbva.com/en

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How is the daily life of a data scientist? 0202 The daily life of a team working on data analysis can be defined as a multidisciplinary effort, because it is very difficult for a person isolated in front of a computer to get all that information. The key of the team is to have people working together in various disciplines. Not only technological, statistical or mathematical knowledge is required, but also scientists from different areas: social, geographic, geopolitical, economic... Although it may seem that we are working with a computer, it is a question of mathematics and statistics. It's fun because it is a job that, above all, exploits curiosity, creativity, exploration, trial and error, explains Marco Bressan, Chairman & CEO at BBVA Data & Analytics. The data scientist must have a scientific spirit, because in his day-to-day the scientific approach is very important: We have to work with data, get inside it and try to find patterns and information that may become relevant. See video INNOVATION TRENDS SERIE JANUARY 2015 www.centrodeinnovacionbbva.com/en

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The keys of Big Data 03 /INFOGRAPHIC At BBVA Innovation Center, DJ Patil has left us some tips for being a good scientific data, and to know how they should be working methodologies of a team of Big Data and what are the guidelines for a great service to Data help improve our company and our customers. Best data products Share on Pinterest Be intuitive Dont add training cost to the user Create a methodology for teaching satisfaction invoke a feeling and look for an action Create an ecosystem. Share experiences and interact with people feel human like these products could be helped by people INNOVATION TRENDS SERIE JANUARY 2015 www.centrodeinnovacionbbva.com/en

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Methodology in a work team Converse data works best Operate at the same field start the conversation about data after everybody understands it Detabe is important not only your opinion Intuition and experience sometimes it is the best solution Help to drive the conversation to a faster decision INNOVATION TRENDS SERIE JANUARY 2015 www.centrodeinnovacionbbva.com/en

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Tips for a data scientist High speed observation, control and an intense curiosity Find the rich data sources and break down the walls Clean data try to separate the good and the messy websites Questions on mind from the others Dont focused on the algorithms, but in the problem Storytelling is also important tell a story and be able to communicate it INNOVATION TRENDS SERIE JANUARY 2015 www.centrodeinnovacionbbva.com/en

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Illustreets, the geospatial application with all the information you need to look for a house 04 /CASE STUDY Good data analysis can become a great easy-to-use-tool with a good overview of the huge amount of available data. This was the aim of the founders of project Illustreets whith CartoDB. IllustreetsCartoDB Looking for a house is a major step in everyone's life. Manuel Timita and Katya Koval were worried about how difficult it is to choose a neighborhood, to think beyond your current life... They founded Illustreets a geoespatial aplication ( ) that helps to you make this complicated decision by providing an overview of the information required to find a house.Illustreets a geoespatial aplication INNOVATION TRENDS SERIE JANUARY 2015 www.centrodeinnovacionbbva.com/en

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Timita and Koval were faced with this issue in England, where it is was very difficult to find information about the neighborhood even though there was a lot of available information. This information was increasingly more available and could even be analyzed in an Excel document. However, viewing this data was not a very intuitive experience for the user. Given this situation, the project founders realized that the information should be displayed on maps. This was when they had to find a geospatial solution view for the problem. In fact, aside from the sales/purchase and rental data from the propriety finder Nestoria, the project only uses information from the UK Open Government Data portal. NestoriaUK Open Government Data This portal contains more than 9,000 data sets from different departments of the UK government, state institutions and local authorities. British law grants free and perpetual access to this information. Looking for a house is a major step in everyone's life Timita y Koval faced this problem in England Data sources Illustreets also analyzes data from 15 databases belonging to the following institutions: Office for National Statistics Department for Education Land Registry Ordenance Survey (boundary and postcode data)Ordenance Survey (boundary and postcode data) Department for Communities and Local GovernmentDepartment for Communities and Local Government Police UK Ofsted (school inspection data)Ofsted (school inspection data) Department for Transport Environment Agency INNOVATION TRENDS SERIE JANUARY 2015 www.centrodeinnovacionbbva.com/en

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By doing a single search or clicking once on the map, users canBy doing a single search or clicking once on the map, users can ( ): Faced with so much information, Illustreets aimed to extract and analyze this data and make it accessible and useful by means of a geospatial application that displayed the information in an appealing and interactive fashion. The result is an effective tool ( ) both for people who are looking for a house to buy or rent in a specific area, and people who only want more information about their area.effective tool How to view the information For three months, the Illustreets team researched and tested several proprietary and open- source mapping technologies and tools until they finally chose CartoDB and its tools CartoDB.js, CartoCSS and SQL API. This technology is now used to display the information requested by the users. In fact, usability has always been at the core of the project, and became the main testing factor since the team wanted to provide a good user experience. See information quickly when they hover the mouse over the selected area Filter by the average sell and rental price to match a specific budget Estimate travel time between two points Access information such as the standard of living, reported crime and school fees INNOVATION TRENDS SERIE JANUARY 2015 www.centrodeinnovacionbbva.com/en

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Practical examples of Big Data use 0505 Big Data and Data are two of the words most widely used nowadays in the innovation and entrepreneurship ecosystem. However, do we know about specific cases in which they have been used? ( ) specific cases in which they have been used? This article will present some of these practical examples, in areas as diverse as sports, politics or the economy. From BBVA to Obama, from baseball to the Gay Pride Week in Madrid, the use of data and its analysis to predict trends and behavior is here to stay. In recent years we find some striking examples of the use and analysis of Data and Big Data ( ) that somehow serve to create new products, to predict behavior and trends, to optimize marketing actions, etc. The following are worth mentioning:examples of the use and analysis of Data and Big Data Macy's and its prices in real times Macy's is one of the most important retailers in the United States, and stands out for its e- commerce. Using the SAS Institutute's technology, it has managed to improve its revenue and the user's experience. Thanks to the speed of analysis and the reports obtained with this new technology, they haveSAS Institutute's technology reduced the annual cost of analytics by 500,000 dollars. Today, Macy's is perfectly aware of the impact of its newsletters and notifications, and has a better idea of its most satisfied customers, of what they like and what they don't... Today, the use of data enables it to segment its deliveries to the maximum possible extent and send fewer e-mails, but with much greater impact, and they have managed to reduce by up to 20% the number of customers unsubscribing. Thanks to the use of an algorithm and demand and inventory control, they can launch cross-offers, adjust prices and offer discounts practically in real time for their 73 million items on sale.use of data INNOVATION TRENDS SERIE JANUARY 2015 www.centrodeinnovacionbbva.com/en

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Ball games and millions of data Nearly everybody has heard of the film Moneyball: Breaking the Rules (2011), if not for Brad Pitt's role, at least as an example of the use of Data. It happened in the 2002 pre-season at the Oakland Athletics team of the U.S. Major League Baseball. The sports manager Billy Beane revolutionized the history of the club and possibly of sports in general after recruiting a young economist, Peter Brand, who brought new ideas. Together, they signed up undervalued, but economically profitable players, using a very different selection criterion. The intuition and knowledge of the talent scouts are replaced by the conclusions of the analyses of statistics and figures accumulated when it comes to establishing the team's needs and the players that best meet those needs.. Today we have many more cases where Big Data is used cases where Big Data is used ( ) in sports. NBA team have implemented the use of data for planning strategies before each game. And the NFL itself has a platform whose applications help the 32 teams to make the best decisions based on data analytics: from the condition of the grass to weather conditions, or information on each player's time at university... everything is recorded and everything can be used to draw different conclusions, for example, to prevent player injuries. Moreover, it analyzes the preferences of fans thanks to its NFL Now application, that offers them the possibility to create their own channel with varied NFL content: fun videos, preferred cheerleaders, information by team or by player, etc. They also use NetApp to store all this data. In this way they can establish the demands of fans and it also makes it easier to define marketing actions, expand the market, find the most appropriate partners, etc See video INNOVATION TRENDS SERIE

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Obama's segmented campaign After his first term of office, the U.S. president Barack Obama decided to use Big Data for his re- election in 2012. A hundred people worked in the campaign's analytics department. 50 worked full- time at the central offices, another 30 mobilized across the different headquarters in the country, and 20 were focused exclusively on interpreting the data received.Obama decided to use Big Data After a first analysis, the campaign's efforts focused on three aspects: registration (collecting data from committed voters), persuasion (effectively addressing hesitant voters) and electorate's vote (making sure that supporters would vote). And for the first time, the three most important teams of the election campaign (field, digital and communication) worked with a strategy unified with the respective data of each one. The driving force behind all this, the smart platform used, was HP Vertica. The most effective actions offered by this platform included collecting data on the field and providing very fast feedback via e-mails by the online team (with improved time and efficiency), or detecting the niches where TV advertising would work best, cross-referencing voter data with demographic data and information on audiences, advertising prices, and programs (thus improving the impact and segmentation). This their analytics, Obama's team optimized communication and improved the response of Democratic voters, and avoided wasting resources, time and money on voters who did not support their party. BBVA: Mobile World Congress y Turismo Madrid BBVA has also conducted several Big Data tests where attention was also paid to the display of data to enable the information to be more understandable by inexperienced viewers. The economic impact of the Mobile World Congress was measured in Barcelona in 2012. To this end, data for the transactions made using credit cards was extracted, both for the previous week and for the week when the event took place.Mobile World Congress See video INNOVATION TRENDS SERIE JANUARY 2015 www.centrodeinnovacionbbva.com/en

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The results revealed the places, days and times with more activity, something, for example, that can help retail establishments reinforce their marketing and sales actions for similar events. It can also help cities do the same with their tourist promotions. Another example is the study conducted by BBVA on the analysis of credit card usage in Spain during Easter week in 2011 in four sectors: markets and food, bars and restaurants, fashion and gas stations.of credit card usage One last example is the work carried out together with the Madrid City Council. Under the title Tourism Dynamics in the City of Madrid, it analyzes the shopping behavior of tourists in 2012. Among the many results, the study quantified the economic impact of Gay Pride in various areas of the city. Shopping spending increased by 24% on the same week of the previous month. It also provides other interesting data, for example, the tourists who spend the most, what they spend their money on, where they go, etc.Tourism Dynamics in the City of Madrid Data and Big Data are changing many things, not only when it comes to making decisions related to shopping, sports, politics, etc., but also when creating new products, innovating, storing data, developing, viewing things... It is a widespread trend that is here to stay. INNOVATION TRENDS SERIE JANUARY 2015 www.centrodeinnovacionbbva.com/en

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DJ Patil shows us how to use data and to create great products 06 /MASTER CLASS DJ Patil, VP Product of RelatelQ at Crunchbase, is one of the most renowned data scientists in the world. BBVA Innovation Center hosts a masterclass in which he explains various concepts about Big Data. Patil introduces us to data analysis work methodologies and talks about the growing interest in this mainstream phenomenon, how to interpret dashboards, the importance of predicting trends, user experience, practical cases, the key concepts a data scientist must know, etc. A pleasant and helpful chat which covers diverse topics, ranging from Angry Birds to Star Trek, double pendulums, hurricanes, gurus, nerds... Do you want to know more about the hottest profession right now? Do you want to get insights on one of the most demanded professions? Do not miss his masterclass! See video INNOVATION TRENDS SERIE JANUARY 2015 www.centrodeinnovacionbbva.com/en

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DJ Patil, the White House's first chief data scientist ( ) The appointment of DJ Patil is a clear indication of the commitment of Barack Obama, the US president, to innovation and enterprise. data scientist The former vice president of product at RelatelQ, ex Linkedin, Greylock Partners, Skype, PayPal and eBay has ahead of him a daunting task that will begin with his participation in the administration's initiative on precision medicine, aimed at using data to endow clinics with the best tools, along with the knowledge and therapies to select the most effective treatments for each patient ( ). select the most effective treatments for each patient From now on, Patil will work shoulder to shoulder with the U.S. director of information and Digital Service with a single goal: to use the new technologies ( ) to serve US citizens better.use the new technologies Throughout Obama's time in office the US government has also taken major strides forward in innovation and enterprise. Among other actions in this sphere, 138,000 databases have been opened to the public to facilitate the work of entrepreneurs, and there have been improvements to access and services in the area of citizens' digital personal data.138,000 databases have been openedaccess and services in the area of citizens' digital personal data. INNOVATION TRENDS SERIE JANUARY 2015 www.centrodeinnovacionbbva.com/en

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