Understanding the future based on the current technology, with a focus on Big Data and Internet of Things (IoT). A discussion of privacy and personal information and how it affects us.

1. IoT & Big Data
¿Hacia dónde vamos?

2. The 5 Vs of Big Data:
• Volume
• Velocity
• Variety
• Veracity
• Value
Big Data
Big data represents the information assets characterized by such a high volume,
velocity and variety to require specific technology and analytical methods for its
transformation into value.
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3. Critics:
• Platform fragmentation
• Autonomy and control
• Data storage
• Security and Privacy
• Environmental Impact
• Obsolescence
Internet of Things (IoT)
Involves extending internet connectivity beyond standard devices, such as
laptops and smartphones, to any range of traditionally dumb physical devices
and everyday objects.
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4. Main Concepts:
1. Right to be let alone
2. Option to limit the access others on personal information
3. Secrecy, or the option to conceal any information from others
4. Control over others' use of information about oneself
5. Personhood and autonomy
6. Self-identity and personal growth
7. Protection of intimate relationships
Privacy
A state in which one is not observed or disturbed by other people.
The state of being free from public attention.
-Oxford Dictionary
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5. Digital PersonaIf you knew the state of
every thing in the world, and
could reason on top of the data:
What problems would you
solve?
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7. Your Digital Persona
• Story
• Interests
• Experiences
• Purchases
• Likes
• Photos
• Contacts
• Locations
• Credit Cards
• Bio (gender, race)
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8. There is a score
on every
interaction you do
online.
They measure
your behavior,
identify patterns
and look for ways
The Scoring Game
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9. Why Measure?
• Save Money
• Target Customers
• Boost Relevance
• Better Predictions
• Optimize Logistics
• Protect Information
• Fraud Detection
• Improve
Engagement
• Health & Safety
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10. (sharing for good)

11. Shaping the future

12. (1.2 million assets worldwide)
Moves 1 billion people a
day

13. Data Brokers
• Collect Data from Numerous Sources,
Largely Without Consumers’ Knowledge
• Multiple Layers of Data Brokers Providing
Data to Each Other
• Collect and Store Billions of Data
Covering Nearly Every U.S. Consumer
• Combine Data About Consumers to Make
Inferences About Them
• Combine Online and Offline Data
Data Brokers – Call to transparency and accountability – Federal Trade Commission - 2014
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15. • Q1-2018 – 8M Sales
• EKG Hear Monitor (next)
• Development Community
• Marketing / Data Collection
• Integrations
• Business + Medical + ?
Apple Watch
A user keeping track of his heart rate via the Apple Watch noticed that his heart
rate was abnormally high, ultimately prompting him to seek medical attention.
Doctors soon discovered that he was suffering from a blood clot in the lungs,
otherwise known as a pulmonary embolism

16. • Oversharing by design
• Your data or your internet
• All-or-nothing privacy policy
• Access to our Wifi
• Access inside our home
• Watch what we watch
Smart TVs
“For years, consumers have had their behavior tracked when they’re online or
using their smartphones,” Brookman says. “But I don’t think a lot of people
expect their television to be watching what they do.”
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17. Data Brokers
• Collect Consumer Data from Numerous
Sources, Largely Without Consumers’
Knowledge
• Multiple Layers of Data Brokers Providing
Data to Each Other
• Collect and Store Billions of Data Covering
Nearly Every U.S. Consumer
• Combine and Analyze Data About
Consumers to Make Inferences About Them
• Combine Online and Offline DataData Brokers – Call to transparency and accountability – Federal Trade Commission - 2014

18. Data is the new
oil
Stolen
Diamonds
Cheap
Collection
Where is my
free email
account?

19. • How fast we build
• How our users interacts with our products
• Real time information about usage
• Data to improve products
• New sources of revenue
• New business and partnerships
Industry Applications
The key is that enterprises should have access to more data about their own
products and their own internal systems, and a greater ability to make changes
as a result.
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20. “A large portion of marketing dollars
are wasted when the wrong offers
are made to the wrong people at the
wrong place and time… The IoT
…It’s a marketer’s dream come true.”
— Jon Gettinger, Sr. Vice President of Marketing,
Aria Systems

21. “What the Internet of Things is really
about is information technology that
can gather its own information. Often
what it does with that information is
not tell a human being something, it
[just] does something.”
– Kevin Ashton (RFID & IoT)

22. “War is 90% information.”
-Napoleon Bonaparte
“The world is one big data problem.”
-Andrew McAfee
“I keep saying that the sexy job in the
next 10 years will be statisticians,
and I’m not kidding.”
-Hal Varian, chief economist at Google

23. “I believe that at the end of the
century the use of words and general
educated opinion will have altered so
much that one will be able to speak
of machines thinking without
expecting to be contradicted.”
– Alan Turing

24. Questions?
facu.nah

25. ArgentinaDataArt
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MUCHAS GRACIAS
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