Digital Cities
Why Big Data
cannot be the
Answer to all our
Questions
In 2030, 60% of the World‘s
Population will live in Cities.
70% in 2050, going up.
Chicago, a very Smart City
Status of realtionship:
Open Source
Two Sources for Data:
Man and Machine
90% of all data
was generated
over the last 2
years
Big Data. The Answer to all
our Questions in Marketing?
1 Gram of DNA
= 14,000 Blue Ray Discs
Efficiency

Customization

Intelligence
What does this mean
for us as marketing
professionals?
#1 FIND A CONTEXT
Exotic Color =
Longer Life
#2 DESIGN TRIGGERS
CLPs, BlowUps, LED Boards
La Grand Dame: 18/1
IE10:
Interactive Space
Lookout:
My preferences on screen
#3 GET SENSITIVE

#1 CONTEXT
Not everything that
technology allows
needs to be applied.
#4 TRIAL THINGS
Sven Weisbrich, CEO Germany
E sven.weisbrich@umww.com
T @vicebridge
M +49-176-10624205e
M
Why Big Data will not be the answer to our questions
Why Big Data will not be the answer to our questions
Why Big Data will not be the answer to our questions
Why Big Data will not be the answer to our questions
Why Big Data will not be the answer to our questions
Why Big Data will not be the answer to our questions
Why Big Data will not be the answer to our questions
Why Big Data will not be the answer to our questions
Why Big Data will not be the answer to our questions
Why Big Data will not be the answer to our questions
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Why Big Data will not be the answer to our questions

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Keynote on how data can be misleading and how marketers need to find the right context to take action from data to strengthen their brand and keep up their fragile relationship with consumers.

Published in: Marketing, Technology, Business
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Transcript of "Why Big Data will not be the answer to our questions"

  1. 1. Digital Cities Why Big Data cannot be the Answer to all our Questions
  2. 2. In 2030, 60% of the World‘s Population will live in Cities. 70% in 2050, going up.
  3. 3. Chicago, a very Smart City Status of realtionship: Open Source
  4. 4. Two Sources for Data: Man and Machine
  5. 5. 90% of all data was generated over the last 2 years
  6. 6. Big Data. The Answer to all our Questions in Marketing?
  7. 7. 1 Gram of DNA = 14,000 Blue Ray Discs
  8. 8. Efficiency Customization Intelligence
  9. 9. What does this mean for us as marketing professionals?
  10. 10. #1 FIND A CONTEXT
  11. 11. Exotic Color = Longer Life
  12. 12. #2 DESIGN TRIGGERS
  13. 13. CLPs, BlowUps, LED Boards
  14. 14. La Grand Dame: 18/1
  15. 15. IE10: Interactive Space
  16. 16. Lookout: My preferences on screen
  17. 17. #3 GET SENSITIVE #1 CONTEXT
  18. 18. Not everything that technology allows needs to be applied.
  19. 19. #4 TRIAL THINGS
  20. 20. Sven Weisbrich, CEO Germany E sven.weisbrich@umww.com T @vicebridge M +49-176-10624205e M
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