Slides of the course on big data by Clement Levallois from EMLYON Business School. For business students. Check the online video connected with these slides. -> How data opens vast perspectives on localization

1. MK99 – Big Data 1
Big data & cross-platform analytics
MOOC lectures Pr. Clement Levallois

2. MK99 – Big Data 2
Data & Localization

3. MK99 – Big Data 3
Data & Localization
1.
Localization -> new dimensions!
2.
Maps, maps, maps
3.
Geospatial data and the need for new data structures
4.
Two companions: personalization and real time
5.
Territories: data is local
6.
Distributed systems: beyond local?
Looking at localization in different ways

4. MK99 – Big Data 4
1. New dimensions
•
Localization connects activities to physical space
•
This adds at least 4 interesting dimensions to data
Place: Where is this activity happening?
Distance: Are these two agents neighbors?
Movement: Is this agent travelling?
(together with speed and acceleration)
Structure: How are these agents and activities configured in space?

5. MK99 – Big Data 5
Example 1
•
Facebook new ad feature:
–
“Helping Local Businesses Reach More Customers”
–
Target ads to people living in a radius around your store.
–
Can also target people who have been recently in this radius.
–
https://www.facebook.com/business/news/facebook-local-awareness

6. MK99 – Big Data 6
Example 2
•
Lyon Smart Data
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An initiative by the city of Lyon
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Making data open to foster innovation for citizens and businesses
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Includes many datasets with geographical relevance
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Similar initiatives in large cities:
•
Beijing City Lab

7. MK99 – Big Data 7
2. Maps, maps, maps
•
Maps speed up understanding
–
Maps make data understandable by a wide audience
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All visible at once, while zoom allows for details as well
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Multiple information layers (colors, symbols, …)
•
Keep in mind: maps are always political
–
Watch this extract from the TV series "The West Wing“, Season 2, Episode 16:
https://www.youtube.com/watch?v=vVX-PrBRtTY

8. MK99 – Big Data 8
Example
•
Every single building of the Netherlands on a map
•
Colored by year of construction
•
With function (retail or housing?) and surface highlighted
•
Zoomable and draggable.
The city center of Leiden: http://code.waag.org/buildings/

9. MK99 – Big Data 9
Key resources in map-making
•
Stamen
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Agency based in San Francisco
–
Hire them or check their work
•
Mapbox.com
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SaaS to create interactive maps in web pages and mobile apps.
•
OpenStreetMap
–
A crowd sourced open source map of the world. Available through API.

10. MK99 – Big Data 10
3. How to represent “space” in data format?
•
Traditionally stored in tables in relational databases, queried with SQL.
•
Query on the table, then exported to a Geographical Information System (GIS) for representation and analysis
–
Leaders: ArcGIS an QGIS
•
Problem at the query stage. How to ask to extract these data from the table?
–
« Return all customers living between point A and B »
–
« List all customers who live at less than one mile from each other »
-> Traditional relational databases, which are made of tables like the one above, cannot process this kind of query efficiently.
Customer
Address
Customer 1
67 Pelikaanstraar, Leiden 2314 CR
Customer 2
12 Breestraat, Rotterdam 3046 DM

11. MK99 – Big Data 11
Emerging solutions to work with space
1.
SQL solutions
–
Microsoft SQL server since 2008
•
Possible to store and query “geometric” and “geographic” objects
•
Possible to use complex queries on these objects
2.
NoSQL solutions
–
CartoDB: specializing in geospatial data + mapping.
–
Neo4J Spatial enables to mix the logics of networks with places in the data, so that you can make such queries on your data:
•
"Select all streets in the Municipality of NYC where at least 2 of my friends are walking right now."
3.
Javascript leading the way!
–
GeoJSon and TopoJSon: 2 data formats to represent geometric and geographic data developed for Javascript applications – and beyond.

12. MK99 – Big Data 12
4. Two friends for localization: personalization and real-time
•
Knowing the person, its location, at a precise time unlocks meaningful push notifications
•
Push notifications are these alerts sent by an app on your mobile, visible as transient icons.
•
Gets “push marketing” back on solid foundations:
–
Push marketing actions only to the right person, at the right place, at the right time (and at the right frequency!)
You’ve got mail!

13. MK99 – Big Data 13
Now for different (opposite?) approaches to localization
•
Territories
–
Not just people are localized. Data is local, too.
•
Distributed systems
–
Some projects attempt to build completely decentralized systems of transactions, functioning freely and immune from local regulations.
≠

14. MK99 – Big Data 14
5. Localization is about people and territories
Data is a fungible and universal material (just 0s and 1s)
and yet …
The logic of territories is shaping data: there is a geography of data.
Cultural, social, political, linguistic, economic dimensions to data.
Frederic Martel
Published in French in 2014,
Available in English in 2015.

15. MK99 – Big Data 15
Examples
•
Data protection: not all countries are equal
–
http://www.darkreading.com/cloud/privacy-security-and- the-geography-of-data-protection-/a/d-id/1315480
•
Data handling devices
–
India and Africa have ++ share of mobile devices
•
Data production
–
The uneven geography of Mechanical Turk

16. MK99 – Big Data 16
6. Distributed systems – the end of territories?
•
Libertarian dream of the cypher-punks:
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Individuals transact without consideration of their nationality, currency, legal system, political regime.
•
Bitcoin
–
the currency for these transactions?
•
Torrents
–
The exchange platform for numeric goods?
•
Ethereum
–
the platform where these transactions are created and exchanged?
•
In practice
–
Organizations, banking, voting systems, … any aggregated human activity could emerge without reference to local territories or institutions. Just groups of individuals transacting voluntarily and securely.

17. MK99 – Big Data 17
This slide presentation is part of a course offered by EMLYON Business School (www.em-lyon.com)
Contact Clement Levallois (levallois [at] em-lyon.com) for more information.