Presentation made at Agile Scotland about Ends in Data. Why it is important as a consumer, business and technology to end data relationships. In partnership with Markus Buhmann and Ana Lopez Niharra.

1. EndsinDatawithMarkusBuhmann
andAnaLopezNiharra

2. EndsinData.
Theinternetdoesn’tlikedataendings.
Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra

3. Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
EndsinData.
Anditisthreateningthe
-consumerrelationships
-businesses
-andthetechnologytheyrelyon.
We arefailingtoconceiveendingsindata?

4. EndsinData
TheConsumerCase.

5. “Ifcustomerscanleaveeasily.
Moreofthemwillleave.
Sowehavetomakeithardtoleave.”
Everyproductownerever…
“Whyisitsohardtoleave(insertanycompany)”
ConsumersshoutingonTwitter…
EndsinData.ConsumerArgument
Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra

6. System Closed Identity Systems Direct Subscriptions In direct identity Indirect Processing
Example Banking, tax, government WSJ, Wired, SlideShare via LinkedIn 3rd Parties, sold data, Cookies
to close Regulation, Legal process GDPR etc, interpreted
“If you created your SlideShare account
through LinkedIn, you'll have to close
your LinkedIn account.”
?
ending
experience
Guided instructed Guided instructed Proxy close ?
Walled / Trusted Symmetric / Visible Proxy / OAuth Asymmetric / Invisible
EndsinData.ConsumerArgument
Consumerexperienceofdata.
Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra

7. System Closed Identity Systems Direct Subscriptions In direct identity Indirect Processing
Example Banking, tax, government WSJ, Wired, SlideShare via LinkedIn 3rd Parties, sold data, Cookies
to close Regulation, Legal process GDPR etc, interpreted
“If you created your SlideShare account
through LinkedIn, you'll have to close
your LinkedIn account.”
?
ending
experience
Guided instructed Guided instructed Proxy close ?
Walled / Trusted Symmetric / Visible Proxy / OAuth Asymmetric / Invisible
EndsinData.ConsumerArgument
Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra

8. EndsinData.ConsumerArgument
Source:Which?DataDozen.
Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra

9. EndsinData.ConsumerArgument
Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra

10. EndsinData
TheBusinessCase.

11. Source: gartner.com
By2025,80%of
marketerswhohave
investedin
personalisationwill
abandontheirefforts.
27%ofmarketers
believedataisthekey
obstacleto
personalisation.
DuetolackofROI,theperilsof
customerdatamanagementorboth.
Revealingtheirweaknessesindata
collection,integrationandprotection.
Source: gartner.com
EndsinData.BusinessArgument
Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra

12. Legislationhasincreasedglobally.
Examples…
• TheCaliforniaConsumerPrivacyAct
• GDPR
• Japan’sActonProtection
ofPersonalInformation
EndsinData.BusinessArgument
Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra

13. EndsinData.BusinessArgument
Diverseserviceportfolio.
Numerousserviceswithonlyhandfulofcustomers.
Eachservicehasitsownbillingcomponent.
Nothingcanbedecommissioned.
Providerisleftwith100sofbillingcomponentssupportingoldproducts.
Products trapped without an end.
Example:ServiceProvider
Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra

14. EndsinData
TheTechnicalCase.

15. Datalifecycle
EndsinData.DataArgument
Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra

16. EndsinData.DataArgument
Ex: Data Lakes.
A data lake is a centralised repository that
allows you to store all your structured and
unstructured data at any scale.
Big data hubris - the data swamp, nosql dbs
lead to greater and greater amounts of data
being kept
Backup costs higher, effective recovery low.
Lakesintoswamps
Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra

17. EndsinData.BusinessArgument
Processtrillionsofdollarsinpaymentsweekly
Wantedinsightsacrosspayment
Createddatalake
Overwhelmedbyunstructured/unknown-abledata
Mothballedandeveryonewasfired.
Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
Example:InternationalBank

18. EndsinData.DataArgument
Datascience Data Swamp(hubrisofBIGDATA)
Hypothesis,test,refine.
Writetest,Passtest.Refactor.
Storageforever
Process
Has a clear an ending Infinite
Unknown,murky
Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
Resource

19. Lingeringdatacreatesmistakes
Facialrecognition
biasesdata-sets-creditrisk
falsepositivesforwomen
andpeopleofcolour.
HeadofMicrosoftVision
EndsinData.DataArgument
Largeretailbanksarehavingto
discardoldriskdatedueto
historical(pre80s)lackof
womenborrowers.
SentencingsoftwareintheUS
modelsrecidivismratesbasedon
existingsentencingdataandgives
disproportionately higher
sentencestoblackmen.
WeaponsofMathDestruction
Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra

20. EndsinData
Problemswithoutanending.
Technical case:
Securityexpectationshigh.
Burdenstechnicalresources.
Createstechnicaldebt.
Impossibletorefactor
Can’t manage an end.
Consumer case:
Novisibilityofdata.
Limitedownershipofdata.
Hardtoend.
Aren't allowed an end.
Business case:
Increasedcompliance.
Costincreasing.
Lowersaccuracyofdata.
Lingeringlegacyproducts
Can’t face an end.
Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra

21. EndsinData.PotentialSolution
SolidPods
"The Web as I envisaged it, we have not
seen it yet. The future is still so much
bigger than the past.”
TimBerners-Lee
Thefirstwebbrowserwasalsoaneditor.
Theideabeingthatnotonlycouldeveryone
readcontentontheweb,buttheycouldalso
helpcreateit.
Itwastobeacollaborativespaceforall
humankind.
Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra

22. Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra
SolidPods
EndsinData.PotentialSolution

23. EndsinData
Increasedendingsindata…
Consumer case:
Increasedvisibilityand
responsibility.
Ownershipofdata.
Empoweredtoend.
Conclusive.
Technical case:
Securityresponsibilitymoved.
Focusonproductbenefits
Freedomtorefactorfrequently
Business case:
Simplifiedcompliance.
Managingcost.
Quickerfaster,leaner.
Maximisequalityofdata.
Fasterproductinnovation.
Ends in Data. Joe Macleod. Markus Buhmann. Ana Lopez Niharra