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Big Data is Rubbish
Like Minds, London: 28 November 2013

David Prior
david@xuvasi.com | +44 (0) 7811 359 792 | @davidprio...
Cognitive Dissonance

Big Data is Rubbish: Like Minds, London - 28 November 2013

2
Big Data is Rubbish

• Meaning
• Focus
• Vendors
• End-Users
• Use by Marketers

Big Data is Rubbish: Like Minds, London -...
Meaning

Big Data is Rubbish: Like Minds, London - 28 November 2013

4
Meaning

Big Data is Rubbish: Like Minds, London - 28 November 2013

4
Meaning

Big Data is Rubbish: Like Minds, London - 28 November 2013

4
Meaning
“[at Microsoft] The median job input data
set size was less than 14GB.”
“[at Yahoo] we can estimate that the
media...
Meaning

data !== information

Big Data is Rubbish: Like Minds, London - 28 November 2013

4
Meaning

information !== signal

Big Data is Rubbish: Like Minds, London - 28 November 2013

4
Meaning

size does not matter

Big Data is Rubbish: Like Minds, London - 28 November 2013

4
Focus

Big Data is Rubbish: Like Minds, London - 28 November 2013

5
Focus

Big Data is Rubbish: Like Minds, London - 28 November 2013

5
Focus

VERACITY ?
VALUE ?

Big Data is Rubbish: Like Minds, London - 28 November 2013

5
Focus

big data === data

Big Data is Rubbish: Like Minds, London - 28 November 2013

5
Focus

Big Data is Rubbish: Like Minds, London - 28 November 2013

5
Focus

Big Data is Rubbish: Like Minds, London - 28 November 2013

5
Vendors

From inconvenient truths about data science
to a dirty little secret of the IT industry:
everything goes in circl...
Vendors

Big Data is Rubbish: Like Minds, London - 28 November 2013

6
Vendors

Big Data is Rubbish: Like Minds, London - 28 November 2013

6
Vendors

Big Data is Rubbish: Like Minds, London - 28 November 2013

6
Vendors

Big Data is Rubbish: Like Minds, London - 28 November 2013

6
Vendors

Big Data is Rubbish: Like Minds, London - 28 November 2013

6
Vendors

Big Data is Rubbish: Like Minds, London - 28 November 2013

6
Vendors

Big Data is Rubbish: Like Minds, London - 28 November 2013

6
Vendors

“We guarantee in writing that if you
buy our product we will make more
money than you...”
- A Cynic

Big Data is ...
End-Users

Big Data is Rubbish: Like Minds, London - 28 November 2013

7
End-Users

80%
of Data Warehouse
Projects Failing
Big Data is Rubbish: Like Minds, London - 28 November 2013

7
End-Users

Big Data is Rubbish: Like Minds, London - 28 November 2013

7
End-Users

70-80% of Business
Intelligence Projects
Failing
Big Data is Rubbish: Like Minds, London - 28 November 2013

7
End-Users

“Every large...company claims to
have a big data strategy.The big
joke is that these strategies are
often very ...
Use by Marketers

Big Data is Rubbish: Like Minds, London - 28 November 2013

8
Use by Marketers

“There’s no bigger sucker than a
gullible marketer convinced he’s
missing a trend.”
- The Ad Contrarian ...
Use by Marketers

Big Data is Rubbish: Like Minds, London - 28 November 2013

8
Use by Marketers

Big Data is Rubbish: Like Minds, London - 28 November 2013

8
Use by Marketers

Big Data is Rubbish: Like Minds, London - 28 November 2013

8
Use by Marketers

Big Data is Rubbish: Like Minds, London - 28 November 2013

8
Use by Marketers
While some might suggest that the role of
marketing is to help consumers choose which
particular lying ba...
Use by Marketers

Big Data is Rubbish: Like Minds, London - 28 November 2013

8
Use by Marketers

Big Data is Rubbish: Like Minds, London - 28 November 2013

8
A New Hope...

• Use by Marketers
• Real Data Science
• Windows of Observation
• ‘Big Data’ is Rubbish
• ‘Just’ Ask

Big D...
Use by Marketers

Big Data is Rubbish: Like Minds, London - 28 November 2013

10
Use by Marketers

Big Data is Rubbish: Like Minds, London - 28 November 2013

10
Real Data Science

Big Data is Rubbish: Like Minds, London - 28 November 2013

11
Real Data Science

Big Data is Rubbish: Like Minds, London - 28 November 2013

11
Real Data Science
32

Big Data is Rubbish: Like Minds, London - 28 November 2013

11
Real Data Science
32
Degrees Fahrenheit

Big Data is Rubbish: Like Minds, London - 28 November 2013

11
Real Data Science
32
Degrees Fahrenheit
In London

Big Data is Rubbish: Like Minds, London - 28 November 2013

11
Real Data Science
32
Degrees Fahrenheit
In London
Tomorrow

Big Data is Rubbish: Like Minds, London - 28 November 2013

11
Real Data Science
32
Degrees Fahrenheit
In London
Tomorrow
Where you are going

Big Data is Rubbish: Like Minds, London - ...
Real Data Science
32
Degrees Fahrenheit
In London
Tomorrow
Where you are going

Increasing Efficiency, Reducing Utility

Bi...
Real Data Science
32
Degrees Fahrenheit
In London
Tomorrow
Where you are going

Increasing Efficiency, Reducing Utility
For...
Real Data Science

Big Data is Rubbish: Like Minds, London - 28 November 2013

11
Real Data Science
Data Valency

Big Data is Rubbish: Like Minds, London - 28 November 2013

11
Real Data Science
Data Valency
The potential for any
data element to be
combined with any
other in order to
provide greate...
Windows of Observation

Big Data is Rubbish: Like Minds, London - 28 November 2013

12
Windows of Observation

Big Data is Rubbish: Like Minds, London - 28 November 2013

12
Windows of Observation

Big Data is Rubbish: Like Minds, London - 28 November 2013

12
‘Big Data’ is Rubbish

Picture Credits: Adam Minter

Big Data is Rubbish: Like Minds, London - 28 November 2013

13
‘Big Data’ is Rubbish

Picture Credits: Adam Minter

Big Data is Rubbish: Like Minds, London - 28 November 2013

13
‘Just’ Ask

With thanks: Randall Munroe, xkcd.org
Big Data is Rubbish: Like Minds, London - 28 November 2013

14
‘Just’ Ask

With thanks: Randall Munroe, xkcd.org
Big Data is Rubbish: Like Minds, London - 28 November 2013

14
David Prior
Co-founder and CTO
david@xuvasi.com
+44 (0) 7811 359 792
@davidprior
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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 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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Transcript of "Big Data is Rubbish!"

  1. 1. Big Data is Rubbish Like Minds, London: 28 November 2013 David Prior david@xuvasi.com | +44 (0) 7811 359 792 | @davidprior
  2. 2. Cognitive Dissonance Big Data is Rubbish: Like Minds, London - 28 November 2013 2
  3. 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. 4. Meaning Big Data is Rubbish: Like Minds, London - 28 November 2013 4
  5. 5. Meaning Big Data is Rubbish: Like Minds, London - 28 November 2013 4
  6. 6. Meaning Big Data is Rubbish: Like Minds, London - 28 November 2013 4
  7. 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. 8. Meaning data !== information Big Data is Rubbish: Like Minds, London - 28 November 2013 4
  9. 9. Meaning information !== signal Big Data is Rubbish: Like Minds, London - 28 November 2013 4
  10. 10. Meaning size does not matter Big Data is Rubbish: Like Minds, London - 28 November 2013 4
  11. 11. Focus Big Data is Rubbish: Like Minds, London - 28 November 2013 5
  12. 12. Focus Big Data is Rubbish: Like Minds, London - 28 November 2013 5
  13. 13. Focus VERACITY ? VALUE ? Big Data is Rubbish: Like Minds, London - 28 November 2013 5
  14. 14. Focus big data === data Big Data is Rubbish: Like Minds, London - 28 November 2013 5
  15. 15. Focus Big Data is Rubbish: Like Minds, London - 28 November 2013 5
  16. 16. Focus Big Data is Rubbish: Like Minds, London - 28 November 2013 5
  17. 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. 18. Vendors Big Data is Rubbish: Like Minds, London - 28 November 2013 6
  19. 19. Vendors Big Data is Rubbish: Like Minds, London - 28 November 2013 6
  20. 20. Vendors Big Data is Rubbish: Like Minds, London - 28 November 2013 6
  21. 21. Vendors Big Data is Rubbish: Like Minds, London - 28 November 2013 6
  22. 22. Vendors Big Data is Rubbish: Like Minds, London - 28 November 2013 6
  23. 23. Vendors Big Data is Rubbish: Like Minds, London - 28 November 2013 6
  24. 24. Vendors Big Data is Rubbish: Like Minds, London - 28 November 2013 6
  25. 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. 26. End-Users Big Data is Rubbish: Like Minds, London - 28 November 2013 7
  27. 27. End-Users 80% of Data Warehouse Projects Failing Big Data is Rubbish: Like Minds, London - 28 November 2013 7
  28. 28. End-Users Big Data is Rubbish: Like Minds, London - 28 November 2013 7
  29. 29. End-Users 70-80% of Business Intelligence Projects Failing Big Data is Rubbish: Like Minds, London - 28 November 2013 7
  30. 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. 31. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 8
  32. 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. 33. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 8
  34. 34. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 8
  35. 35. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 8
  36. 36. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 8
  37. 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. 38. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 8
  39. 39. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 8
  40. 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. 41. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 10
  42. 42. Use by Marketers Big Data is Rubbish: Like Minds, London - 28 November 2013 10
  43. 43. Real Data Science Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  44. 44. Real Data Science Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  45. 45. Real Data Science 32 Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  46. 46. Real Data Science 32 Degrees Fahrenheit Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  47. 47. Real Data Science 32 Degrees Fahrenheit In London Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  48. 48. Real Data Science 32 Degrees Fahrenheit In London Tomorrow Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  49. 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. 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. 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. 52. Real Data Science Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  53. 53. Real Data Science Data Valency Big Data is Rubbish: Like Minds, London - 28 November 2013 11
  54. 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. 55. Windows of Observation Big Data is Rubbish: Like Minds, London - 28 November 2013 12
  56. 56. Windows of Observation Big Data is Rubbish: Like Minds, London - 28 November 2013 12
  57. 57. Windows of Observation Big Data is Rubbish: Like Minds, London - 28 November 2013 12
  58. 58. ‘Big Data’ is Rubbish Picture Credits: Adam Minter Big Data is Rubbish: Like Minds, London - 28 November 2013 13
  59. 59. ‘Big Data’ is Rubbish Picture Credits: Adam Minter Big Data is Rubbish: Like Minds, London - 28 November 2013 13
  60. 60. ‘Just’ Ask With thanks: Randall Munroe, xkcd.org Big Data is Rubbish: Like Minds, London - 28 November 2013 14
  61. 61. ‘Just’ Ask With thanks: Randall Munroe, xkcd.org Big Data is Rubbish: Like Minds, London - 28 November 2013 14
  62. 62. David Prior Co-founder and CTO david@xuvasi.com +44 (0) 7811 359 792 @davidprior
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