Big Personal Data Challenges  &  opportuni1es  for  agencies  and  clients  Andrew  Gregoris:  Senior  Strategist    

What is big data? The Three V’s

Volume  

Variety   Velocity  

What is Big Data? Volume

•  Every day, we create 2.5 quintillion bytes of data — so much that 90% of the data in the world today has been created in the last two years alone.

Figure  1:  Global  growth  of  digital  storage  capacity  1986-­‐2021  

Source  Hilbert  &  Lopez  Policy  Exchange  2011  

By  2020  112  ZeNabytes  of  data  (75%  growth  rate)    

What is Big Data? Variety

Structured data

MASTER DATA (CUSTOMER, PRODUCT, SUPPLIER, LOCATION), ANALYTICAL DATA THAT RESIDE IN DATA WAREHOUSES

/DATA MARTS

TEXT,

SENSOR DATA,

AUDIO, VIDEO, CLICK STREAMS,

LOG FILES

Unstructured data

What is Big Data? Velocity

•  The challenge of velocity is the need to handle the speed with which new data is created and existing data is modified. New and modified data often must be available immediately upon creation for searching and analytics.

–  Real-time text and metadata analysis

–  Field-level updates to existing data, including user tags

–  Real-time activity streams delivered in context to users and client applications

–  Immediate incorporation of user activity data and feedback for use by the system

Big data: Mobile at its heart

600bn  transac1on  per  day   86m  tweets  per  day  

(Mobile  data)   (Social  media  data)  

7,000  x  bigger  

Source:    US  data:  Jeff  Jonas,  Chief  Scien8st:  IBM  En8ty  Analy8cs  Group  

What is Big Data? A new type of ‘capital’…

Big Data is actually a new epoch of human productivity  

Big Data: Big Opportunities

$1.8bn    Geo-­‐loca1on  adver1sing  by  2015***  

60%    Increase  in  net  margins  for  retail*    

Source:  •  McKinsey  Global  Ins1tute  analysis  2012  •  mobileSQUARED  Research  2011  •  ***ABI  Research    

Big Data challenges: Privacy

Who is in control? “The right to be forgotten”

Private companies must allow users to delete all the data held about them.

“Opt-in consent mandatory” Marketing data must be explicitly sought and not via implicit opt-in

EU  Data  Direc1ve  2012:  key  areas  of  legisla1on  

Russians the least concerned / Germans the most!  

84%  

80%  

58%  

47%  

Source:  Forrester  2011  Techographics  

Big Data challenges: Privacy concerns differ by region

%  Of  online  adults  concerned  about  their  privacy,  security  and  safety  online  

Digital natives are the most comfortable with personal data  

Source:  Forrester  2011  Techographics  

Big Data challenges: Privacy concerns differ by age

%  Of  US  online  adults  concerned  companies  accessing  their  personal  data  

+65  64%  

44%  

18-­‐24  

61%  

41%  

59%  

38%  

57%  

33%  

25-­‐34  

33-­‐44  

What can people do?

Big data: Opportunities for agencies & clients

Personal Identity Management

(PIMS)

Data Enabled Solutions &

Services

Data Insight services

Big data: Opportunity ♯1

Personal Identity Management (PIMS)

Customer  Facing  Systems  that  manage  peoples  personal  data  (their  data  permissions  &  Preferences)  

♯1  

Big data: Opportunity ♯2 ♯2  

Data Enabled Solutions & Services

American  Express:                  Link  like  love  

Sync/  Tweet/  Save    

Kynetx  Personal  Event  network  

hNp://www.youtube.com/watch?v=Zkjae90ZZ7M&feature=relmfu    hNp://www.youtube.com/watch?v=Jd0ol7b48hw  

 

hNp://www.youtube.com/watch?v=0B-­‐Km9vAIwo&feature=player_embeddedaa    

Big data: Opportunity ♯3 ♯3  

Organisa@ons  leveraging  big  Data  sets  to  build  insight  tools  

and  services  -­‐Retail  planning  -­‐Media  planning  

-­‐Market  share  analysis  

Data Insight services

Thank you :)