Digital Cities

Why Big Data cannot be the Answer to all our Questions

In 2030, 60% of the World‘s Population will live in Cities.

70% in 2050, going up.

Chicago, a very Smart City Status of realtionship:

Open Source

Two Sources for Data: Man and Machine

90% of all data was generated over the last 2

years

Big Data. The Answer to all our Questions in Marketing?

Large organizations are in love with big data

and big analytics. In fact, back in

March, IDC forecast that the big data

technology and services market is expected to

grow from $3.2 billion in 2010 to $16.9 billion in

2015, while it’s been reported that Deloitte

estimates the size of the big data market at

$1.3-$1.5 billion in 2012.

1 Gram of DNA = 14,000 Blue Ray Discs

Efficiency Customization Intelligence

What does this mean for us as marketing

professionals?

#1 FIND A CONTEXT

Exotic Color = Longer Life

#2 DESIGN TRIGGERS

CLPs, BlowUps, LED Boards

La Grand Dame: 18/1

IE10: Interactive Space

Lookout: My preferences on screen

#1 CONTEXT

#3 GET SENSITIVE

Not everything that technology allows

needs to be applied.

#4 TRIAL THINGS

Sven Weisbrich, CEO Germany E sven.weisbrich@umww.com T @vicebridge M +49-176-10624205e M