Presentation for Pitney Bowes 3rd Annual Data Day


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Latest Presentation of the 5 misconceptions of data for Pitney Bowes' Data Day 2013.

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Presentation for Pitney Bowes 3rd Annual Data Day

  1. 1. 5 Misconceptions about Personal Data: Why we need a peoplecentred approach Abby Margolis, Claro Partners
  2. 2. Claro  Partners  |  Naviga1ng  disrup1ve  shi6s   Claro  helps   corpora1ons  and   startups  to  navigate   disrup've  shi,s  in   society  and  business  
  3. 3. From data-centric to people-centric •  Shift in thinking about data, from what is technologically possible to what is of new benefit to individuals •  Demonstrate why the personal data economy is a disruptive new opportunity space •  Address five common misconceptions in the data conversation that don’t apply to Personal Data •  Introduce some principles to promote a people-centred approach @claropartners #personaldata
  4. 4. Every time we interact, communicate, access, share, recommend, download and record, we cast a digital shadow of our activities
  5. 5. Businesses are collecting and stockpiling personal data, convinced that bigger is better; this is resulting in a big data boom
  6. 6. Not just more data but new data experiences OLD DATA EXPERIENCES NEW DATA EXPERIENCES
  7. 7. Our research was grounded in the belief that we need to start with the person rather than the data. Instead of looking at data to try and understand what it might tell us about human behaviour, we started by looking into human behaviour to see what it could tell us about the role of data in their everyday lives.
  8. 8. Six month, global consortium investigating personal data experiences
  9. 9. We saw a new opportunity emerging… one not built on BIG DATA, but on personal data.
  10. 10. We call this the Personal data economy
  11. 11. We call this the Personal data economy An economy that repositions the value of personal data within the individual’s experience
  12. 12. The Personal Data Economy landscape Predictions Crowd Data Recommendation / Discovery Predictions (For individuals) CrowdGenerated Data Data Interfaces New Interfaces for Existing Data Data Lockers Mobile data based tool for health predictions Data Enhanced P2P patient support platform Data locker for users to control access to their data (aggregated) Local Discovery (things) Interface to your bank, helping to make better financial decisions Self-Tracking (Health) Local business review and discovery game Proximity Based Connections Identity Measurement Self-tracking Bracelet for tracking health behaviours and indicators P2P vouching service overlaying social networks (aggregated) Internet of Things Platforms Proximity based social discovery service Real-time data aggregation platform for Internet of Things Social Internet of Things Identity Access Management
  13. 13. Five misconceptions about personal data
  14. 14. MISCONCEPTION #1 Personal data is the new oil
  15. 15. REALITY: My personal data is most valuable to me!
  16. 16. MISCONCEPTION #2 Personal data is all about privacy
  17. 17. REALITY: People want to benefit from their data - not hide it away - but they need control, trust and transparency
  18. 18. MISCONCEPTION #3 The value of personal data is in its sale
  19. 19. REALITY: The personal data economy is an experience economy
  20. 20. MISCONCEPTION #4 Personal data is for data scientists
  21. 21. REALITY: Personal data empowers people
  22. 22. MISCONCEPTION #5 Personal data is big data
  23. 23. REALITY: The personal data economy is small data
  24. 24. Data-centric view People-centric view
  25. 25. Five key principles for ethnography to help promote a people centric approach to personal data 1. Start with the person, not the data 2. Become observers of the role data plays in people’s lives 3. Identify unmet functional and emotional needs 4. Think beyond privacy. Create trust, transparency and control 5. Design and enable the whole user experience
  26. 26. What are Pitney Bowes’ opportunities to create people-centric offerings in the personal data economy?
  27. 27. Toolkit to create people-centric value propositions FIVE KEY PRINCIPLES TO USING PERSONAL DATA 1. Start with the person 2. Create trust, transparency and control 3. Design the whole experience 4. Give people new abilities through their personal data 5. Address both functional and emotional needs Personal Data Landscape 5 Principles about personal data Personal Data Opportunity Framework Trust, Transparency and Control enablers HOW COMPANIES OPERATE IN THE PERSONAL DATA ECONOMY Personal data services play different roles in a connected ecosystem Companies can provide a place for users to generate data or collect data from elsewhere. Add-on They can also simply pass-on this personal data or add-on something on top Facebook plays all roles simultaneously; something which very few companies Generate of it. can do. Pass-on Personal Data Experience Model People-centric Insights 34 | Personal Data Economy | Project Summary Data Value Staircase Intel Confidential Data Ecosystem Map
  28. 28. Thank you Abby Margolis | Research Director Abby.margolis +34 674 061 648 (m) abbymargolis (skype) @claropartners