Opening keynote @ Structure Big Data 2011 conference.

1. Big Data. New Physics. And Why Geospatial Data is Analytic SuperFood Jeff Jonas, IBM Distinguished Engineer Chief Scientist, IBM Entity Analytics [email_address] March 23rd, 2011

4. Trend: Organizations Are Getting Dumber Time Computing Power Growth Sensemaking Algorithms Available Observation Space Context Every two days now we create as much information as we did from the dawn of civilization up until 2003.” ~ Eric Schmidt, CEO Google Enterprise Amnesia

5. Trend: Organizations Are Getting Dumber Time Computing Power Growth Sensemaking Algorithms Available Observation Space Context WHY?

6. Algorithms at Dead End. You Can’t Squeeze Knowledge Out of a Pixel.

7. No Context [email_address]

9. Information in Context … and Accumulating Top 200 Customer Job Applicant Identity Thief Criminal Investigation [email_address]

10. From Pixels to Pictures to Insight Observations Contextualization Information in Context Relevance Consumer (An analyst, a system, the sensor itself, etc.)

13. Overstated Population Observations Unique Identities True Population

14. Counting Is Difficult Mark Smith 6/12/1978 443-43-0000 Mark R Smith (707) 433-0000 DL: 00001234 File 1 File 2

15. The Bigger, The More Accurate, The Faster Observations Unique Identities True Population

16. Data Triangulation Mark Smith 6/12/1978 443-43-0000 Mark R Smith (707) 433-0000 DL: 00001234 File 1 File 2 Mark Randy Smith 443-43-0000 DL: 00001234 New Record

17. Big Data … pile of … Big Data … in context

20. Consider Lying Identical Twins #123 Sue 3/3/84 Uberstan Exp 2011 PASSPORT #123 Sue 3/3/84 Uberstan Exp 2011 PASSPORT Fingerprint DNA Most Trusted Authority “ Same person – trust me.” Most Trusted Authority

23. “Life Arcs” Are Also Telling Bill Smith 4/13/67 Salem, Oregon Bill Smith 4/13/67 Seattle, Washington Address History Tampa, FL 2008-2008 Biloxi, MS 2005-2008 NY, NY 1996-2005 Tampa, FL 1984-1996 Address History San Diego, CA 2005-2009 San Fran, CA 2005-2005 Phoenix, AZ 1990-2005 San Jose, CA 1982-1990

24. OMG

28. Surveillance society is irresistible. And you are doing it. Location-based services (GPS), free email, Facebook, etc.

29. 2 Big Data Trends

30. Trend: Time Is Of The Essence Willingness to Wait The better the predictions … the faster they will be wanted. “ Why did we have to wait until the end of the day for the smart answer?” Relevance (Iffy) (Totally) Day Hour 200ms Batch Real-Time

31. Trend: Growing Tolerance for Non-Repeatability Accountable and Repeatable It appears the market is becoming more tolerant of one-time results that cannot be easily repeated or substantiated Facebook Going Forward Yesterday Payroll Now Google

32. Trend: Be Careful What You Wish For Accountable and Repeatable 6:34pm Recommendation Shoot it 6:35pm Action Taken Bang.Dead 6:36pm Recommendation Oops.Send Flowers Going Forward Yesterday Now

33. Closing Thoughts

34. Wish This On The Adversary Time Computing Power Growth Sensemaking Algorithms Available Observation Space Context

35. Context Accumulation: The Way Forward Time Computing Power Growth Sensemaking Algorithms Available Observation Space Context Context Accumulation

37. Big Data. New Physics. And Why Geospatial Data is Analytic SuperFood Jeff Jonas, IBM Distinguished Engineer Chief Scientist, IBM Entity Analytics [email_address] March 23rd, 2011

38. “ G2” My R&D Skunk Works Project

40. Big Data. New Physics. And Why Geospatial Data is Analytic SuperFood Jeff Jonas, IBM Distinguished Engineer Chief Scientist, IBM Entity Analytics [email_address] March 23rd, 2011