A presentation given describing the opportunities for clients and agencies in the BIG Data space

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

2. What is big data? The Three V’s
Volume
Variety
Velocity

3. 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)

4. What is Big Data? Variety
Structured data Unstructured data
MASTER DATA (CUSTOMER,
PRODUCT, SUPPLIER, TEXT,
LOCATION), SENSOR DATA,
ANALYTICAL DATA THAT AUDIO, VIDEO,
RESIDE IN DATA WAREHOUSES CLICK STREAMS,
/DATA MARTS LOG FILES

5. 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

6. Big data: Mobile at its heart
7,000
x
bigger
(Mobile
data)
(Social
media
data)
600bn
transac1on
per
day
86m
tweets
per
day
Source:
US
data:
Jeff
Jonas,
Chief
Scien8st:
IBM
En8ty
Analy8cs
Group

7. What is Big Data? A new type of ‘capital’…
Big Data is actually a new epoch of human productivity

8. Big Data: Big Opportunities
$1.8bn
60%
Geo-­‐loca1on
adver1sing
by
2015***
Increase
in
net
margins
for
retail*
Source:
• McKinsey
Global
Ins1tute
analysis
2012
• mobileSQUARED
Research
2011
• ***ABI
Research

9. 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

10. Big Data challenges: Privacy concerns differ by region
%
Of
online
adults
concerned
about
their
privacy,
security
and
safety
online
84%
80%
58%
47%
Russians the least concerned / Germans the most!
Source:
Forrester
2011
Techographics

11. Big Data challenges: Privacy concerns differ by age
%
Of
US
online
adults
concerned
companies
accessing
their
personal
data
64%
+65
44%
61%
33-­‐44
41%
59%
25-­‐34
38%
57%
18-­‐24
33%
Digital natives are the most comfortable with personal data
Source:
Forrester
2011
Techographics

13. What can people do?

14. Big data: Opportunities for agencies & clients
Personal Identity Data Enabled Data Insight
Management Solutions & services
(PIMS) Services

15. ♯1
Big data: Opportunity ♯1
Personal Identity Management
(PIMS)
Customer
Facing
Systems
that
manage
peoples
personal
data
(their
data
permissions
&
Preferences)

16. ♯2
Big data: Opportunity ♯2
Data Enabled Solutions & Services
American
Express:
Link
like
love
Kynetx
Sync/
Tweet/
Save
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

17. ♯3
Big data: Opportunity ♯3
Data Insight services
Organisa@ons
leveraging
big
Data
sets
to
build
insight
tools
and
services
-­‐Retail
planning
-­‐Media
planning
-­‐Market
share
analysis

18. Thank you :)