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Big Data is Rubbish!

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In which we present the conjecture that current approaches to 'Big Data' are rubbish: referenced in a number of dimensions as to why. Then, in the context of digital marketing, we discuss some …

In which we present the conjecture that current approaches to 'Big Data' are rubbish: referenced in a number of dimensions as to why. Then, in the context of digital marketing, we discuss some emerging goodness that will lead to being able to make use of 'piles of seemingly useless rubbish'.

Originally presented at Like Minds, London (28NOV2013) with a light dose of sarcasm and a degree of exploding mythology...

Published in: Technology, Business

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  • 1. Big Data is Rubbish Like Minds, London: 28 November 2013 David Prior david@xuvasi.com | +44 (0) 7811 359 792 | @davidprior
  • 2. Cognitive Dissonance Big Data is Rubbish: Like Minds, London - 28 November 2013 2
  • 3. Big Data is Rubbish • Meaning • Focus • Vendors • End-Users • Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 3
  • 4. Meaning Big Data is Rubbish: Like Minds, London - 28 November 2013 4
  • 5. Meaning Big Data is Rubbish: Like Minds, London - 28 November 2013 4
  • 6. Meaning Big Data is Rubbish: Like Minds, London - 28 November 2013 4
  • 7. Meaning “[at Microsoft] The median job input data set size was less than 14GB.” “[at Yahoo] we can estimate that the median job size is less than 12.5GB” “[at Facebook] At least 90% of the jobs have input sizes under 100GB.” - Microsoft Research, Cambridge UK MSR-TR-2013-2 JAN2013 Big Data is Rubbish: Like Minds, London - 28 November 2013 4
  • 8. Meaning data !== information Big Data is Rubbish: Like Minds, London - 28 November 2013 4
  • 9. Meaning information !== signal Big Data is Rubbish: Like Minds, London - 28 November 2013 4
  • 10. Meaning size does not matter Big Data is Rubbish: Like Minds, London - 28 November 2013 4
  • 11. Focus Big Data is Rubbish: Like Minds, London - 28 November 2013 5
  • 12. Focus Big Data is Rubbish: Like Minds, London - 28 November 2013 5
  • 13. Focus VERACITY ? VALUE ? Big Data is Rubbish: Like Minds, London - 28 November 2013 5
  • 14. Focus big data === data Big Data is Rubbish: Like Minds, London - 28 November 2013 5
  • 15. Focus Big Data is Rubbish: Like Minds, London - 28 November 2013 5
  • 16. Focus Big Data is Rubbish: Like Minds, London - 28 November 2013 5
  • 17. Vendors From inconvenient truths about data science to a dirty little secret of the IT industry: everything goes in circles and gets rehashed! Big Data is Rubbish: Like Minds, London - 28 November 2013 6
  • 18. Vendors Big Data is Rubbish: Like Minds, London - 28 November 2013 6
  • 19. Vendors Big Data is Rubbish: Like Minds, London - 28 November 2013 6
  • 20. Vendors Big Data is Rubbish: Like Minds, London - 28 November 2013 6
  • 21. Vendors Big Data is Rubbish: Like Minds, London - 28 November 2013 6
  • 22. Vendors Big Data is Rubbish: Like Minds, London - 28 November 2013 6
  • 23. Vendors Big Data is Rubbish: Like Minds, London - 28 November 2013 6
  • 24. Vendors Big Data is Rubbish: Like Minds, London - 28 November 2013 6
  • 25. Vendors “We guarantee in writing that if you buy our product we will make more money than you...” - A Cynic Big Data is Rubbish: Like Minds, London - 28 November 2013 6
  • 26. End-Users Big Data is Rubbish: Like Minds, London - 28 November 2013 7
  • 27. End-Users 80% of Data Warehouse Projects Failing Big Data is Rubbish: Like Minds, London - 28 November 2013 7
  • 28. End-Users Big Data is Rubbish: Like Minds, London - 28 November 2013 7
  • 29. End-Users 70-80% of Business Intelligence Projects Failing Big Data is Rubbish: Like Minds, London - 28 November 2013 7
  • 30. End-Users “Every large...company claims to have a big data strategy.The big joke is that these strategies are often very small.” - Julio Gomez-Attivio, Wall Street & Technology 29JUL13 Big Data is Rubbish: Like Minds, London - 28 November 2013 7
  • 31. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 8
  • 32. Use by Marketers “There’s no bigger sucker than a gullible marketer convinced he’s missing a trend.” - The Ad Contrarian (Bob Hoffman) Big Data is Rubbish: Like Minds, London - 28 November 2013 8
  • 33. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 8
  • 34. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 8
  • 35. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 8
  • 36. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 8
  • 37. Use by Marketers While some might suggest that the role of marketing is to help consumers choose which particular lying bastards to do business with... “The aim of marketing is to know and understand the customer so well, the product or service fits him and sells itself.” - Peter Drucker Big Data is Rubbish: Like Minds, London - 28 November 2013 8
  • 38. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 8
  • 39. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 8
  • 40. A New Hope... • Use by Marketers • Real Data Science • Windows of Observation • ‘Big Data’ is Rubbish • ‘Just’ Ask Big Data is Rubbish: Like Minds, London - 28 November 2013 9
  • 41. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 10
  • 42. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 10
  • 43. Real Data Science Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  • 44. Real Data Science Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  • 45. Real Data Science 32 Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  • 46. Real Data Science 32 Degrees Fahrenheit Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  • 47. Real Data Science 32 Degrees Fahrenheit In London Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  • 48. Real Data Science 32 Degrees Fahrenheit In London Tomorrow Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  • 49. Real Data Science 32 Degrees Fahrenheit In London Tomorrow Where you are going Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  • 50. Real Data Science 32 Degrees Fahrenheit In London Tomorrow Where you are going Increasing Efficiency, Reducing Utility Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  • 51. Real Data Science 32 Degrees Fahrenheit In London Tomorrow Where you are going Increasing Efficiency, Reducing Utility For more, follow Dave McCrory: @mccrory Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  • 52. Real Data Science Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  • 53. Real Data Science Data Valency Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  • 54. Real Data Science Data Valency The potential for any data element to be combined with any other in order to provide greater insight Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  • 55. Windows of Observation Big Data is Rubbish: Like Minds, London - 28 November 2013 12
  • 56. Windows of Observation Big Data is Rubbish: Like Minds, London - 28 November 2013 12
  • 57. Windows of Observation Big Data is Rubbish: Like Minds, London - 28 November 2013 12
  • 58. ‘Big Data’ is Rubbish Picture Credits: Adam Minter Big Data is Rubbish: Like Minds, London - 28 November 2013 13
  • 59. ‘Big Data’ is Rubbish Picture Credits: Adam Minter Big Data is Rubbish: Like Minds, London - 28 November 2013 13
  • 60. ‘Just’ Ask With thanks: Randall Munroe, xkcd.org Big Data is Rubbish: Like Minds, London - 28 November 2013 14
  • 61. ‘Just’ Ask With thanks: Randall Munroe, xkcd.org Big Data is Rubbish: Like Minds, London - 28 November 2013 14
  • 62. David Prior Co-founder and CTO david@xuvasi.com +44 (0) 7811 359 792 @davidprior