"Big Data at Human Scale," Wharton Web Conference 2013

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Slides from "Big Data at Human Scale," delivered at the Wharton Web Conference, July 2013.

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"Big Data at Human Scale," Wharton Web Conference 2013

  1. 1. BIG DATA AT HUMAN SCALE. Matt LeMay, @mattlemay
  2. 2. BIG DATA IS BIG
  3. 3. How BIG is it?
  4. 4. We have built the capacity to store more bytes of data than the Earth has grains of sand.
  5. 5. ... about 315 times more.
  6. 6. If each bit of data we have the capacity to store were to represent a star, then there would be a GALAXY OF DATA for every person on Earth.
  7. 7. The data Walmart generates every hour from its customer transactions represents 167 times the information contained in all the books in the United States Library of Congress. PWNED
  8. 8. The number of bytes we’ve built the capacity to store constitutes only a TINY FRACTION of the number of atoms you have in your body.
  9. 9. ... or the amount of data stored in your DNA.
  10. 10. In fact, the data storage capacity of the entire world is less than one percent of the information stored in the DNA molecules of a single person.
  11. 11. as we approach human scale... ...big data seems smaller.
  12. 12. ... but it’s bigger than it’s ever been before.
  13. 13. = ALL the data created until the year 2003 ALL the data created every two days
  14. 14. Scale of Data ~3,000 Years Ago:
  15. 15. Scale of Data ~300 Years Ago:
  16. 16. Scale of Data ~30 Years Ago:
  17. 17. Scale of Data ~3 Years Ago:
  18. 18. We’ve been writing stuff on walls for 30,000 years... ... and we’re still not entirely what it all means.
  19. 19. “BIG DATA” is US*, in higher resolution.
  20. 20. “We’re distracted by a bunch of nonsense.”
  21. 21. “Ephemeral thoughts and actions, which were once lost to time, are now recorded forever.”
  22. 22. That record is “BIG DATA.”
  23. 23. According to , 43% of all data gathered on people comes from social media.
  24. 24. We overshare compulsively, but we are more concerned than ever before about our privacy.
  25. 25. Privacy vs Permission
  26. 26. Privacy = “My data is valuable, and others want access so that they can spy on me or sell me stuff I don’t want.” Permission = “My data is valuable, so I will explicitly grant others access to it in specific situations where it is worthwhile for me to do so.”
  27. 27. Privacy is something we need to worry about when expectations are violated around the permissions we agree to.
  28. 28. Even explicit permission... ... doesn’t override expectation.
  29. 29. ... often struggles to square permission with expectation, at times to their own detriment.
  30. 30. weknowwhatyouredoing.com
  31. 31. We expect clicks to be private gestures, and shares to be public gestures. Facebook’s social reader violated those expectations.
  32. 32. We share who we want to be. We click who we fear we are.
  33. 33. ... and it matters.
  34. 34. We share our information because we trust that sharing will make it more valuable to us.
  35. 35. “The future has an ancient heart.” - Carlo Levi
  36. 36. My data Your data BIG DATA “MAGIC” Me You
  37. 37. BIG DATA “MAGIC” “HADOOP!”
  38. 38. MAGICKAL RABBITS OF INSIGHT!!11 Me You
  39. 39. ... but “BIG DATA” is not magic.
  40. 40. “MAGIC BIG DATA TECHNOLOGY” is a set of tools... ... necessitated by scale.
  41. 41. - Tim O’Brien, O’Reilly Strata Conference
  42. 42. COUNTING is not UNDERSTANDING
  43. 43. THE ALGORITHM WON’T SAVE YOU
  44. 44. BIG DATA is only as good as the questions we ask of it.
  45. 45. ... and many of those questions haven’t changed.
  46. 46. Loyalty clubs and targeted coupons are the oldest trick in the “big data” book.
  47. 47. - Andrew Pole,Target
  48. 48. Big Data could make advertising and marketing better.* (Which will, in turn, hopefully pay for all those nifty services we use to generate all that data.)
  49. 49. Twitter Search == BIG Data.
  50. 50. *
  51. 51. ... but the potential goes beyond advertising.
  52. 52. When done right, BIG DATA encourages you to SHARE MORE, not less.
  53. 53. “BIG DATA” is all around us.
  54. 54. ...and it doesn’t feel ZOMG WORLD-CHANGING ... because it’s in our cells.
  55. 55. Thank you. Questions? @MATTLEMAY

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