IBM BC2016 - Roskilde - From "Rio to Roskilde" - from data to value

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Per Østergaard Jacobsen
Research Associate &
Project manager
Center for Business Data Analytics
From "Rio to Roskilde" - from data to value
IBM BusinessConnect 2016
Stokholm October 4th

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© Per Østergaard Jacobsen
pj.om@cbs.dk
“BIG DATA is like teenage sex:
everyone talks about it, nobody really knows how to do it,
everyone thinks everyone else is doing it, so everyone
claims they are doing it...”
Professor Dan Ariely, Duke University

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pj.om@cbs.dk
This is a rock festival - This is a live city lab ?

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pj.om@cbs.dk
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Rio to Roskilde
Why is the project called “ Rio to Roskilde”?
Building sustainable business models
by using BIG DATA to create mutual value for
citizen/customer and community/business

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pj.om@cbs.dk
Roskilde Festival at a glance

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pj.om@cbs.dk
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Roskilde Festival facts
• Like a city with 130.000 citizens but only for 8 days!
• More than 300 ton food is sold at the Festival area
• More than 200 ton garbage
The perfect city lab !

• Residence
• Age
• Education
• Transportation…
• Earnings
• Communication
• Interesting in…
• Tribe relations
• Loyalty
• Potential
• Movements
• Consumption
• Attitude
“all animals are equal, but some animals are more equal than others”
Observe and learn new consumer attitude and behaviour

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pj.om@cbs.dk
R2R Live Lab at RF 2016

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pj.om@cbs.dk
The Architecture

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pj.om@cbs.dk
Goverance
Landing
zone
Development
zone
Demo
zone

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pj.om@cbs.dk
Big Data Dogma
Value = Volume x Variety x Velocity x Veracity x Virtuety x Visuality
Big data creates mutual value for citizen/consumers & society and organizations
Lot of data.
Most are not used.
Are measured in
terabytes
In the future in
exabites.
Less than 5% is used
for analytics !
Data comes in many
formats and from a
diverse set or sources:
They are structured,
semistruc-tured,
unstructured.
In fact, 80% of data are
unstructured (text, pics,
Facebook, uploads etc.
80% af all data now
comes in a digitalized
format.
Data in movement!
Streaming data from
mobile entities and
devices!
Milliseconds
To provide
responses.
More than 30
billions sensors are
currently feeding
back live
information by the
second.
Uncertainty about the
validity, accurateness
of data!
Do they measure what
they say the measure?
Do they measure it
correctly? Data
emerges in different
formats, and contain
missing bits of
information.
Every third manager
doubts data on which
decisions are made* !!!
The relevance of data
related to a particular
issue at hand.
Do they deliver valuable
insights about
customers, competitors,
the market, as well as
internal processes?
In what form and to
whom are data
communicated.
In what format?
Dashboards provide
a quick and relevant
visual overview for
making decisions.
Volume VeracityVelocityVariety VisuallyVirtuety

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pj.om@cbs.dk
The paths to Roskilde

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pj.om@cbs.dk
The Roskilde Festival App
June 27th 16:00
June 27th 17:00

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pj.om@cbs.dk
The Festival in one minute…

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BIG DATA – ”Rio til Roskilde”
We followed Stephen…

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We followed Stephen…

When Neil Young played at Orange stage
Friday, between the hours. 21:00 and
22:00,
315 GB of data sent and received by 3
mobile
Neil Young extent hereby Marie Keys
record from 2015
We
This year we had 105 million
observation from CrowdView

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Snowden interview and
https://www.youtube.com/watch?v=wCB-H7lg6i8&feature=youtu.be

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Snowden shitstorm
See the shitstorm monitering at: http://riotilroskilde.dk/

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Concert associations
 Safety
 Service
 Sales

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We can see time influence across food/drink types

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pj.om@cbs.dk
Sales: Beer vs Condom
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Beer Condoms

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pj.om@cbs.dk
Dashboards

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pj.om@cbs.dk
Some other observations…
 An average Festival guest is walking around 12 km pr. day
 A full load toilet can weight up to 250 kilo
 Average weight for a toilet guest is 70 kg
 After opening (Saturday) mostly women used the toilets
 At toilet rush-hours ( 15:00-16:00) there are 80 guest per toilet per hour
 Average toilet visit is around 30 seconds
 Thursday between 23:00-00:00, there where made 24.496 mobile calls
 The busiest rush-hour had 1.4 million data connections
– That’s more than seven times higher compared to a normal day in the city of Ålborg ( 112.00 people)
 Highest concentration (People per square meter) was during the Edward Snowden interview
Source: CBS live lab, Roskilde Festival and 3

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pj.om@cbs.dk
Example - Ticket sales project

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pj.om@cbs.dk
From ”Share of Wallet” to ”Share of Life”
Gateway
to
Share
of
Life
Data collection
and updating
Loyalty/bonus,
points/rebate
Customer
service
Co-creation
Communication
& marketing
Social media
gateway
Soft benefits
& apps
Payment
function
You can also
talk in it!
Surveys &
feed back

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pj.om@cbs.dk
http://www.riotilroskilde.dk/

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pj.om@cbs.dk
IBM BusinessConnect 2016
Stokholm October 4th
Per Østergaard Jacobsen
pj.om@cbs.dk
Thank you for your attention

IBM BC2016 - Roskilde - From "Rio to Roskilde" - from data to value

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IBM BC2016 - Roskilde - From "Rio to Roskilde" - from data to value