1. Hello!!
Mark Brill !
@brillthings!
!
[please make some big data]!

2. What
the
hell
is
this
guy
looking
at?
The
World
or
something?
This
picture
was
trending
on
Twi8er
earlier
this
year
and
it
pre8y
much
sums
up
mobile.
The
default
mode
is
that
we’re
on
our
smartphones.
The
odd
one
out
is
the
guy
who
is
just
looking
at
the
world.

3. - Phone by your bed?!
- Check it first or last thing?!
- Share your phone with anyone?!
Another
way
to
understand
mobile
is
to
think
about
your
own
usage.
It
is
always
there,
always
on
and
a
highly
personal
device
that
is
rarely
shared.

4. All of this means is that mobile is generating vast amounts of data. And as we
become even more mobile that’s set to explode. This year, mobile is set to overtake
desktop usage globally, although in some countires such as India or China that’s
already happened. !

5. More photos sh`ared than Facebook – 400m per day
More messages sent than SMS – 64 billion per day
Mobile
is
also
a
fast
changing
landscape.
Here
are
two
examples
of
a
current
shiE
in
usage.

6. comScore, US, April 2014
It’s also happening in social, where it is now pretty much a mobile
channel …

7. 2 x more shares!
3 x more active!Facebook, 2013, (reported by TechCrunch)
And mobile users are more active than desktop, generating yet
more big data through likes, shares, Tweets or updates.

8. 1.67
This number is interesting in the world of social and big data …

9. By analysing messaging data, Facebook have found that two people
will send an average of 1.67 messages per day, shortly before they
start a relationship.!
h8p://www.hashslush.com/facebook-­‐new-­‐relaIonship-­‐guru-­‐town/

10. How much is your !
data worth?!

11. Jacopo Staiano, University of Trento, 2014"
This is an interesting experiment by an Italian academic. A virtual market was created
for mobile data where users placed bids. It’s useful to see that location and call data
was valued the highest. It tells us what matters most to consumers when it comes t
data,

12. Active | Passive!
We can split the type of data from mobile into two types. ‘Active’ is
data generate through social media or as a registered user. Few
people realise how much passive data there is though. It includes
app analytics, location data or other background activities such as
phones sniffing out WiFi.

13. Attribution!
There aren’t many great examples of
brand use of big data in mobile. This,
though, is a good example from M&S.
They are able to attribute their mobile
(and for that matter, social) activities by
linking registered users to their M&S
cards and can use big data to track
spending and therefore the ROI of each
channel.

14. Passive Data!
The operator marketing message channel make use of passive data, such as
roaming on handsets, to identify target audiences for brand campaigns.

15. Presence
Orb
Presence Orb used passive data from smartphones automatically
searching for WiFi signals. They installed units in recycling bins in the city of
London. By grabbing mac address they were able to track users as they
moved around the city.!
Although there are some great brand benefits, there was something of an
outcry about the system and it was withdrawn from the City of London.

16. Being Useful!
Perhaps the best thing brands can do is to consider big data as a means to
deliver a better service, and be more useful to customers. The following
examples show how big data from mobile devices has been useful in
developing economies.

17. In Kenya, the movement of phones around a network has informed the
movement of people and therefore mosquitos. This allows them to identify
the optimal areas for a vaccination programme.

18. Elsewhere in Africa, big data on mobile phone top ups has been used to
identify areas of wealth and poverty. It has also helped identify unexpected
areas of wealth suggesting high levels of corruption in those places.

19. In Haiti, Swedish researches were able to track phones entering the disaster
area and those that had left. By doing so they were precisely able to measure
the number of people affected by the disaster.

20. What’s Next?!

21. And after mobile comes connected and wearable devices. With the
proliferation of these new forms of computing more data will be
generated. Think of the life logging trend as an example.
However, we need to take care with this. Google Glass for example
generates a vast amount of passive data, including eye-tracking. !
!
http://www.dmamobileblog.org.uk/2013/07/24/google-glass-a-less-private-future/

22. Maybe we can flip the idea of big data around. Here’s an example
where the considerable computing power of smartphones can be
harnessed to do good. Whilst we are asleep, this app processes
medical data to help fight disease as part of a large grid computing
system.

23. Mobile data is powerful.!
It is also personal.!
Understand your users, gain
trust and be transparent.!

24. Mark Brill!
@brillthings!
mark@formatie.com!