Learn why more data is collected about you than ever. How Google, Facebook, Twitter, Apple are part of the problem not the solution. Why trying to strengthen privacy laws may be too late. Get more insights from http://www.technoledge.com.au/b2b-blog
3. ‘The prospect of outdistancing your competition by leveraging
your company's data with huge data sources such as NASA, the
government, video and demographic services is compelling.’
Eric Lundquist, Informationweek
‘Big data in 2013 will not only go mainstream, it'll also overcome
skeptics and bring the power of analytics to common folks.’
IT services provider ICC
‘By 2015, 4.4 million IT jobs will be created worldwide to support
big data.’ Gartner
Power hungry
4. Google knows all our habits.
So do Facebook, Twitter etc
e.g.
New York State newspaper
publishes Google map showing
location of 44,000 registered
handgun owners in 3 counties
Big brother
5. Problem
Sifting through data on a billion users to drill
down to individual habits and preferences
Solution
Big Data Analytics: use of massively parallel
systems to uncover patterns and trends in
huge arrays of data
What’snew?
The technology is available & affordable
Every move you make
6. • The ability to extract knowledge from data long after
it’s been collected
• The ability to mine and analyse unstructured data
• The ability to merge datasets from many sources
Big Data Analytics
7. ‘A child born in 2012 will leave a data footprint detailed
enough to assemble a day-by-day, even a minute-by-minute,
account of his or her entire life, online and offline, from birth
until death …
‘Virtually every piece of personal information that you provide
online will end up being bought and sold, segmented,
packaged, analysed, repackaged, and sold again.’
Mark Sullivan, PCWorld
Big Data and marketing
8. The Rise of Predictive
Data Departments
e.g. TARGET detects
pregnancy from
changed buying habits
Predictive data
9. The Trade in personal data is booming
Search engine companies, social networks
marketers, advertisers, ad networks,
website hosting services and data brokers
e.g. Facebook aggregates personal data
of its users to help advertisers
target their ads
The Personal Data economy
10. Facebook admitted to
scanning conversations
Twitter and Apple were
caught uploading address
books
Google was fined for
collecting personal data from
unsecured networks
Do no evil?
11. ‘Is big tech replacing the big banks and Wall Street as the
corporate villains du jour?’
Rana Foroohar, Time Magazine
In the enthusiasm around big data, there has been little
discussion about what that data might uncover.
Eric Lundquist, Informationweek
Learning to hate Big Tech
12. New legislation to
protect privacy
EU leading the way
Includes the right to
delete online presence
Serious penalties for
corporate breaches
Law makers to the rescue
13. To build
a TRUSTED brand.
Once you abuse trust
how will you regain it?
1st law of marketing
Break rule 1 at your peril
14. 5 Big Data Predictions For 2013 , Informationweek
Big Data's Surprising Uses: From Lady Gaga To CIA Informationweek
Learning to Hate Big Tech , Time Magazine
Data Snatchers! The Booming Market for Your Online Identity
Big data is our generation’s civil rights issue, and we don’t know it
O’Reilly Radar
Why you’ll need a Big Data Ethics Expert , Informationweek
Kord Davis: Wrestling with the Ethics of Big Data, The Company Ethicist
More reading
15. Call us
(02) 9909 0246
info@technoledge.com.au
Check us out
www.technoledge.com.au
Follow us
Find out more
Notas do Editor
BIG DATA is the latest fad in marketing, and it raises some serious issues as we’ll see.
A lot of those numbers contain information about consumers that has marketers really excited
Here’s the official view. The estimate from Gartner is staggering – where will all these skilled IT folks come from?
All the search engines and networks we use have collected a vast amount of information about us. The example shows what can happen when someone decide to make some of this data public
This is what has marketers excited: the ability to drill down through mountains of data to the preferences of small market segments and even individuals. Now we have the technology, both hardware and software. People can rent enormous computing power from Amazon for very modest amounts of money, and there are applications like Hadoop, a platform for structuring Big Data for faster, more efficient analysis.
We no longer need to decide what data we want to collect, and what we plan to do with it. We can simply collect everything and mine it for gold later on. The first thing marketers in large B2C organisations are doing is mining their own mountains of data. We can also combine it with information from other sources – geographic, geospacial, demographic, statistical etc – for greater accuracy in detecting trends.
Words are not needed here
Target mined a customer’s purchase history and concluded that the individual was likely pregnant, then sent marketing appeals offering pregnancy-related products. The customer was a teenager still living at home, and Target’s marketing communication was discovered by her parents. Target didn’t do anything illegal making predictions on what products they might be interested in, but the incident shows just how far the gap has become between what’s legal and what’s ethical. It sure felt creepy to a lot of people—including the teenager who hadn’t yet told her parents she was pregnant.
Persona data (also known as PII, Personally Identifiable Information)has become valuable a very commodity for marketing people. And for hackers – that’s why they’re going after big customer data bases
The track record of the companies we entrust our PII to suggests that we cannot trust them
These companies have given Big Tech a Big Bad name
There’s a big ethics issue as well:You don’t know what information on people the analytic will come with, and it may be difficult to decide if you can use it. It may be legal, but it may not be ethical, and that means it can cause serious information governance issues for organisations.This is virgin territory legally
The European Union has taken steps to protect the privacy of citizens – the new cookie laws are an obvious example
As marketers, we need to think about a bigger issue: TRUST. We work hard to build it, and BIG DATA makes it easy to lose it. In today’s competitive marketplace, there will always be people who’ll cross a fine line for a perceived advantage.