Latest Presentation of the 5 misconceptions of data for Pitney Bowes' Data Day 2013.

1. 5 Misconceptions about Personal
Data: Why we need a peoplecentred approach
Abby Margolis, Claro Partners

2. Claro
Partners
|
Naviga1ng
disrup1ve
shi6s
Claro
helps
corpora1ons
and
startups
to
navigate
disrup've
shi,s
in
society
and
business

3. From data-centric to people-centric
• Shift in thinking about data, from what is
technologically possible to what is of new benefit to
individuals
• Demonstrate why the personal data economy is a
disruptive new opportunity space
• Address five common misconceptions in the data
conversation that don’t apply to Personal Data
• Introduce some principles to promote a people-centred
approach
@claropartners
#personaldata

4. Every time we interact,
communicate, access,
share, recommend,
download and record,
we cast a digital
shadow of our
activities

5. Businesses are
collecting and
stockpiling personal
data, convinced that
bigger is better; this is
resulting in a
big data boom

6. Not just more data but new data experiences
OLD DATA EXPERIENCES
NEW DATA EXPERIENCES

7. Our research was grounded in the belief that we
need to start with the person rather than the data.
Instead of looking at data to try and understand what
it might tell us about human behaviour, we started by
looking into human behaviour to see what it could
tell us about the role of data in their everyday lives.

8. Six month, global consortium investigating personal data experiences

9. We saw a new opportunity emerging…
one not built on BIG DATA,
but on personal data.

10. We call this the Personal data economy

11. We call this the Personal data economy
An economy that repositions the value of
personal data within the individual’s
experience

12. The Personal Data Economy landscape
Predictions
Crowd Data
Recommendation / Discovery
Predictions
(For individuals)
CrowdGenerated Data
Data Interfaces
New Interfaces
for Existing Data
Data Lockers
Mobile data based
tool for health
predictions
Data Enhanced
P2P patient support
platform
Data locker for users
to control access to
their data
(aggregated)
Local
Discovery
(things)
Interface to your
bank, helping to
make better financial
decisions
Self-Tracking
(Health)
Local business
review and discovery
game
Proximity Based
Connections
Identity
Measurement
Self-tracking
Bracelet for tracking
health behaviours
and indicators
P2P vouching
service overlaying
social networks
(aggregated)
Internet of Things
Platforms
Proximity based
social discovery
service
Real-time data
aggregation platform
for Internet of Things
Social
Internet of Things
Identity
Access
Management

13. Five misconceptions about personal data

14. MISCONCEPTION #1
Personal data is
the new oil

15. REALITY:
My personal data is
most valuable to me!

16. MISCONCEPTION #2
Personal data
is all about privacy

17. REALITY:
People want to benefit
from their data - not
hide it away - but they
need control, trust and
transparency

18. MISCONCEPTION #3
The value of
personal data is
in its sale

19. REALITY:
The personal data
economy is an
experience economy

20. MISCONCEPTION #4
Personal data is
for data scientists

21. REALITY:
Personal data
empowers people

22. MISCONCEPTION #5
Personal data
is big data

23. REALITY:
The personal data
economy is small data

24. Data-centric
view
People-centric
view

25. Five key principles for ethnography to help promote a people centric
approach to personal data
1. Start with the person, not the data
2. Become observers of the role data plays in people’s lives
3. Identify unmet functional and emotional needs
4. Think beyond privacy. Create trust, transparency and control
5. Design and enable the whole user experience

26. What are Pitney Bowes’ opportunities to
create people-centric offerings in the
personal data economy?

27. Toolkit to create people-centric value propositions
FIVE KEY PRINCIPLES TO USING PERSONAL DATA
1. Start with the person
2. Create trust, transparency and control
3. Design the whole experience
4. Give people new abilities through their personal data
5. Address both functional and emotional needs
www.claropartners.com
Personal Data Landscape
5 Principles about
personal data
Personal Data
Opportunity Framework
Trust, Transparency and
Control enablers
HOW COMPANIES OPERATE IN THE PERSONAL DATA ECONOMY
Personal data services play different roles in a connected ecosystem
Companies can provide a place for users
to generate data or collect data from
elsewhere.
Add-on
They can also simply pass-on this
personal data or add-on something on top
Facebook plays all roles simultaneously;
something which very few companies
Generate
of it.
can do.
Pass-on
Personal Data
Experience Model
People-centric Insights
34
| Personal Data Economy | Project Summary
Data Value Staircase
Intel Confidential
Data Ecosystem Map

28. Thank you
Abby Margolis | Research Director
Abby.margolis @claropartners.com
+34 674 061 648 (m)
abbymargolis (skype)
@claropartners