Local is the Lo in SoLoMo, the buzz word. Local is not only about location, it´s also about your digital track record. Over 70% of Netflix users watch the films recommend. Mining data to understand people´s behaviour is getting to be a huge and valuable business. Advertisers see opportunities in getting direct to their target groups. Predictive intelligence is also about where you will be at some time in the future, and where somebody you know will be. It turns out that Facebook and Google know you better than you think you know yourself. The world is about to get really scary.

1. LECTURE L20
PERSONALISED WORLD

5. Local
Launched 2009
55 million people checked in
12 billion times to FourSquare
Grew 3400% in 2010
Now focus on local search

6. “Check in”

9. 78% of mobile users use
location based apps
Local

10. Eric Schmidt
MacTaggart Lecture, Edinburgh TV Festival, 2011

12. If content is king,
context is its crown

13. One of the most important
contextual signals is location

14. Social Signals

15. Adjacent Possible
Mobile is more than
a small computer,
with small screen,
that happens to
do voice

18. Local is more than
where you are
Local

19. Local is also about you –
your digital footprint
Local

20. Local is the CONTEXT of
the CONTENT
Local

22. EVERYTHING WE DO
CREATES A
DIGITAL FOOTPRINT

23. WHY IS
IMPORTANT?
LOCAL

24. THE INTERNET IN
1994

25. DATACOMPLEXITY

26. EXPONENTIAL
GROWTH

27. 30 DOUBLINGS
= BILLION

28. THEORY OF
DATACOMPLEXITY

29. LINEAR

31. CATEGORISED

34. SEARCH
Search

37. Then search is not good enough - what next?

38. CUSTOMIZED
YOU

39. INTELLIGENT
Software will tell you what you need before you realised

42. 75% OF DATA COMES
FORM INDIVIDUALS
Source: IDC IVIEW Extracting Value from Chaos

44. INTERNET
OF
50
BILLION
THINGS

45. Judgement
How do we as individuals make decisions?
What to wear, listen to, watch, vote…?
Who to marry, work for…?
Where to live, travel…?

46. Traditional Business Management
How to business leaders make decisions?
They must use their experience and judgement and rely
on experts and consultants
NOW IS THE TIME TO CHALLENGE THIS

47. Andrew McAfee
Digital Economy Conference, 2017

49. WHAT DOES A “LIKE”
SAY ABOUT US?

50. If you liked this, you will also like
this other thing

51. Local

52. What if you had all the music in the
world. What will you listen to next?

54. Netflix recommends
Dad Daugther

57. CONNECTING
DIGITAL FOOTPRINTS
TOGETHER

58. http://www.flickr.com/photos/zongo/

62. Around 67% of Netflix rentals
are a result of algorithmically
generated recommendations
Local

63. Data analytics system will
explore your digital footprints
KEY TREND

64. Content is delivered by
algorithms
KEY TREND

65. Filter Bubbles
http://www.thefilterbubble.com/
Local

66. Eli Pariser
Filter Bubbles, 2011

68. Filter Bubbles
http://www.thefilterbubble.com/
Local

69. Getting it Right
WHAT
YOU
WANT SERENDIPITY
WHAT
YOU
NEED

70. ASSISTED
SERENDIPITY

71. PERSONALISED
CONTENT

73. Privacy vs. Transparency
PRIVATE PUBLIC

74. Security vs. Convenience
SECURE CONVENIENT

75. Those who provide the most
relevant results win
KEY TREND

76. Those who add serendipity
to the experience will win
KEY TREND

77. Privacy is dead
We have to change our
norms
KEY TREND

78. Eric Schmidt
MacTaggart Lecture, Edinburgh TV Festival

80. “The true cost of remaining
anonymous, then, might be
irrelevance.”
- Eric Schmidt, Google

81. Your Digital Footprint +
Data Analysis +
Serendipity =
Local User Experience
KEY TREND

82. 202020102000199019801970
HARDWARE SOFTWARE NETWORK
DATA
+
INTELLIGENT
REAL-TIME
SOFTWARE
KEY TREND
PDA

83. Local is more than where you are
Data Complexity means smart
Big Data is everywhere
Someone will analyse the data
Those with the best experience win
Summary