Big Data, the future of insights summary slides
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INSERT IMAGE Big Data and The Future of Insight Summary slides
Transcript of Big Data, the future of insights summary slides
INSERT IMAGEBig Data and The Future of InsightSummary slides
INSERT IMAGEPETABYTES FOR ALL:THE BIG DATA BACK-STORYGeorgina Sapsted, Leader of Quantitative Analysis
3Source: Google Trends (www.google.com/trends)/nVision | Base: UK (English speakers), March 2014
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100 100 = Peak searchesSearches for "data mining"Searches for "big data"
B I G D A T AA N A L Y S I S
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VARIETY VELOCITY
VOLUME
VALUE
The 3 V’s
What makes BIG Data different?
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80% of big data is raw and unstructured
DATAFICATION
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Predictive power
As long as some of tomorrow is contained in a measured part of today we can make predictions.
INSERT IMAGETHE BIG DATA EFFECT ON PREVAILING SOCIO-ECONOMIC TRENDSDom Harrison,Director, Global Trends
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Retail Reloaded1
9Image: Shoppertrak
datafied storesThe promise of
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responsive spacesThe promise of
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super serviceThe promise of
Photo © Virgin Atlantic
12Image: Advanced Institute of Industrial Technology in Tokyo
After mobile:New means of identification
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Retail Reloaded: the Big Data impact
Retail space, messaging, service:all substantially impacted
Connected devices: personal data passports and unique identifiers
Info security, limits to personalised messaging, service etiquette: barriers
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Society of Sobriety2
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Favouring restraint, celebrating control
Source: nVision Research, 2014 US
“I have consciously made an effort to reduce the
amount of alcohol I drink” each week”51% of US 21-24 year olds
agree
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EDIT1 in 6 GB respondents born after 1981 use personal
health tracking apps
Source: nVision Research, 2014 GBPhoto © Future Foundation
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Society of Sobriety: the Big Data impact
Datafication of the entire human experience
Targeted messaging, incentives and rewards
Intensifying pressure on categories with an indulgence component
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Murdered by Modernity3
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Memory Skill accumulation (language, directions) Free choiceAdventure and discoveryPrivacy“Ignorance is bliss”The presumption of innocenceThe old-school football manager
Big Data: accelerating the end of…?
20Source: Google Trends (www.google.com/trends)/nVision | Base: Worldwide (English speakers), 2014
The nascent response: Searching for the deep web
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100 Searches for "Tor browser" (100 = peak searches)Trendline
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Murdered by Modernity: Big Data impact
Wholesale rejection of precision marketing?
A growing need for Big Data CSR
Can Big Data re-create old-fashioned service?
INSERT IMAGETHE BIG DATA BIOPSYJames Murphy, Editorial Director
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Does the regulator pack any punch at all?
“We are undergoing a revolution...
The immense volume, diversity and potential value of data...
The working group will consider all these issues...”
John Podesta, White HouseBig Data Review Leader
Jan 2014
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Big Data: business partner of insight?
“Overwhelmingly, respondents are
positive about the need to travel for
business. Over half (55%) find business
trips interesting, 36% find them enjoyable
and 17% say business travel is motivating.”
Amadeus Business Travel Survey 2014
Sample size: 411 Regular Business Travellers in the UK and Ireland
Big Data + Soft Power =
Super-Smart Insight?
INSERT IMAGE
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In a short while from now…
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In our jobs, we will all be using Big Data apps in the way we all use Excel today.
Marketing will work in real-time just as in-store sales
and inventory management have always done.
Data Science guzzles the budgets and pressures
conventional techniques to justify themselves.
We see: The rise of the Soft Woo + Anticipatory Service Propositions
Insight will re-skill itself and de-IT Big Data.
Big Data will amplify the claim that it can reduce headcount in
every sector.
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1 | In our Big Data future, the marketing and insight community can – without loss – pay much less attention to consumer motive. Research budgets can be shrunk accordingly.
2 | Mass marketing is progressively replaced by commercial messages which are unique, focused, personal.
3 | Big Data will stimulate ever more consumerist agitation to the point of legitimising/accelerating legal restraints on practitioners.
4 | Big Data will perfect new product development and minimise R&D losses.
Big Data: the Big Four Claims
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1 | Big Data is a genuine revolution. But even as its efficiencies universalise so brands have to find new creativities in order to compete. Therefore insight redux!
2 | Personalised marketing has its limits, its costs. The customer may revolt against intrusiveness. But, more worryingly, she simply may not respond to precision-bombing, however sophisticated. Something extra required.
3 | Neither political regulation nor populist agitation can suppress Big Data or its commercial applications.
4 | Big Data cannot guarantee success for creative ideas – but can guide insight to maximised tactical advantage.
Big Four Claims: our summary view
