Living by numbers: the Quantified Self

Lee WitherellPartner, Fuel (part of the Engine Group)

Big data, wide data

If a Victorian gentleman arrived in present-day London, he'd think we'd been invaded by glowing rectangles. The average single Londoner's day

runs as follows:

You wake up and watch a screen until it tells you it's time to leave the house, at which point you step outside (appearing on a CCTV screen the moment you do so), catch a bus (with an LED screen on the outside and an LCD screen on the inside) to the tube station (giant screens outside; screens down the escalator; projected screens on the platform), to sit

on a train and fiddle with your iPod (via the screen), arrive at the office (to stare at a screen all day), then head home to split your attention

between the internet (the screen on your lap) and the TV (the screen in the corner) and your mobile (a handheld screen you hold conversations

with).Charlie Brooker

Always connected

social app

mobileSMS email

m.com

Observed behaviour•Device preferences•Channel preferences•Behaviour•Transactions•Connections

Inferred behaviour•Propensities•Lifestyle•Value

The quantified self

Measurement is key

the Connected

future

Social Engagement Sentiment / Influence

Total Customer View

Transactional Data Purchase Cycles

Demographics Customer Segments

Profile Data Share of wallet / value potential

CRM Response Targeting / Channel / OfferContent Consumption Brand / Topic

Browse Behaviour Product / Topic InterestAdvertising Response Proposition Engagement

The Total Customer View

Data: empowering the individual

Thank you.

Any questions?

lee.witherell@fueldata.co.uk