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1 
CAN BIG DATA FIND 
THE NEXT BIG THING? 
Tim Sutton 
Global Head of Innovation 
October 2014
2 
HOW MUCH DATA WOULD 
40 OF US GENERATE IN 
40 MINUTES?
7.125 BILLION 
HUMANS 
SOURCE World Bank 3
4 
1 BILLION 
GIGABYES PER DAY 
7.125 BILLION 
HUMANS 
SOURCE: http://www-01.ibm.com/software/data/bigdata/what-is-big-data.html
WE’RE GENERATING 560 MB PER PERSON PER DAY* 
5 
*NOTE: In developed countries
NASA NEEDED 6 MB TO PUT A MAN ON THE MOON 
SOURCE: http://www.computerweekly.com/feature/Apollo-11-The-computers-that-put-man-on-the-moon 6
7 
IN 40 MINUTES, WE’LL GENERATE 2,105 NOVELS 
WORTH OF DATA
8 
THAT IS A STACK OF BOOKS 23 STORIES HIGH
9 
“THE WORLD IS MAKING A 
DIGITAL COPY OF ITSELF” 
PAUL SONDEREGGER, FORBES 9/9/2013
10 
? 
HOW CAN WE 
USE THIS 
MASSIVE, RAW 
RESOURCE FOR 
INNOVATION?
11 
WHAT IS THE BIGGEST 
PROBLEM WE’RE SEEING IN 
INNOVATION TODAY?
12 
THE FALL OF BARRIERS TO ENTRY
13 
CONSUMERS ARE 
LOYAL 
CONSUMERS SEEK 
NOVELTY
14 
LIMITED ACCESS TO 
PRODUCTION 
ALIBABA AND CONTRACT 
PRODUCERS
15 
4,000 SKUS IN STORE 40,000 SKUS IN STORE
16 
SUPER BOWL ADS SOCIAL MEDIA
17 
THE NEXT BIG IDEA CAN COME FROM ANYWHERE
18 
18 
NIMBLE TRUMPS BIG 
We need every advantage we can get
19 
“BIG DATA CAN GENERATE INSIGHTS THAT 
RESEARCHERS DIDN’T EVEN THINK TO 
SEEK.” 
BIG DATA: SEIZING OPPORTUNITIES, PRESERVING VALUES 
EXECUTIVE OFFICE OF THE PRESIDENT (MAY 2014) 
“SIZE IN ITSELF DOESN'T MATTER – WHAT 
MATTERS IS HAVING THE DATA TO SOLVE 
OUR PROBLEM.” 
RUFUS POLLOCK 
FOUNDER AND CO-DIRECTOR OF THE OPEN KNOWLEDGE FOUNDATION 
“BIG DATA IS A VAGUE TERM, OFTEN 
THROWN AROUND BY PEOPLE WITH 
SOMETHING TO SELL.” 
TIM HARFORD 
FINANCIAL TIMES, MARCH 28, 2014 
“DATA IS THE NEW BASIS OF COMPETITIVE 
ADVANTAGE.” 
IBM 
“BIG DATA IS THE NEW OIL. THOSE THAT 
ARE ABLE TO MINE THIS RESOURCE WILL 
HAVE AN ENORMOUS ADVANTAGE OVER 
THOSE THAT DON’T.” 
PUGH RESEARCH, THE FUTURE OF BIG DATA 
“ALL DATA MODELS ARE WRONG, BUT 
SOME ARE USEFUL.” 
GEORGE BOX
20 
SHINY OBJECT? GOLD MINE?
SOURCE: Google Trends 21
SOURCE: Google Trends 22
23 
IS BIG DATA REPLACING 
INSIGHTS? 
A deep understanding of customers 
is critical to finding unmet needs, 
but it’s difficult to scale.
24 
Solving for the next big thing is a 
highly ambiguous problem. 
PAST ≠ FUTURE
25 
CAN WE DO THIS WITHOUT 
BIG DATA? 
CAN WE DO THIS WITH DATA 
ALONE?
BIG DATA = GOBS OF UNTAMED 
CUSTOMER INFORMATION 
It’s data exhaust of credit cards, web 
searches, and mobile pings, etc., that 
we’re unconsciously emitting daily 
26
27 
EXAMPLE: WAZE 
What could they know? 
• Where congestion tends to happen 
• Actual average speeds on every road in America 
• Where construction is being done 
• Where police are and when 
• How fast I drive 
• Where I am right now 
• Places I like to go 
• How well I follow directions 
• Where I work 
• If I have children 
• … 
What do the give me in exchange for this: 
• Directions 
• Traffic 
• Share my ETA
28 
WAZE HAS MORE, AND MORE CURRENT, INFORMTION 
THAN ANY GOV’T AGENCY
29 
WHAT IF WAZE TELLS US: 
People who avoid driving on highways are 5x 
more likely to stop at bookstores during the day. 
WHY?
30 
WE KNOW DATA CAN FUEL 
DECISION ANALYTICS. 
WHAT ROLE DOES IT PLAY IN 
DISCOVERY ANALYTICS?
31 
Question is well framed: 
Personalization 
Forecasting 
Optimization
32 
How can we use data to 
find really profound, 
powerful insights
33 
HOW BIG IS AN 
INSIGHT?
34 
A POWERFUL INSIGHT IS 
ONE PARAGRAPH, OR LESS 
THAN 1 KILOBYTE
35 
SIGNAL NOISE
36 
Deep understanding 
of customers tells 
you where to start 
looking 
Find hidden trends 
and unexpected 
behaviors that are 
correlated 
Flesh out new 
territories with 
“Small Data” 
DISCOVERY ANALYTICS: WHAT WE DO KNOW
37 
DISCOVERY ANALYTICS: WHAT WE DO KNOW 
NOT USING 
DATA 
OVER-RELIANCE 
ON DATA 
LIKELIHOOD TO 
FIND A BIG IDEA 
INFORMED 
INSPIRATION 
WHAT + WHY 
“WHY” “WHAT”
38 
CLEAR DISCOVERY ANALYTICS MODEL 
EXPLORE 
AGGREGATE 
QUERY 
COLLABORATE 
EXPLAIN 
EXPOSE EXPRESS 
PATTERNS OF 
INTEREST 
BEHAVIOR/ 
BELIEF 
DISSONANCE 
ACTIONABLE 
INSIGHT 
CUSTOMER 
IMMERSION
39 
CLEAR DISCOVERY ANALYTICS MODEL 
EXPLORE 
AGGREGATE 
QUERY 
COLLABORATE 
EXPOSE 
PATTERNS OF 
INTEREST 
BEHAVIOR/ 
BELIEF 
DISSONANCE 
EXPLAIN EXPRESS 
CUSTOMER 
IMMERSION 
ACTIONABLE 
INSIGHT 
UNTAMED DATA HUMAN UNDERSTANDING
40 
UNTAMED DATA + HUMAN UNDERSTANDING = X-RAY VISION
41 
EXAMPLE: CLUSTERING 
200 Million 
Records: 
• What they search 
• What they bought 
• Where they go 
• Who they connect with 
• What they watch 
• What they listen to 
• What they read 
• Data from their apps 
• Images they upload 
WHAT 
People who go to 
church are 3x more 
likely to use fast 
food coupons 
IDEA: Can we create a Sunday menu of 
shareable meals 
WHY 
Fast food an easy, 
affordable way to 
continue the sense 
of community. 
Deep Customer 
Understanding 
• Unmet needs 
• Motivations 
• Ambitions 
• Compensatory 
Behaviors 
• Attitudes
42 
BIG DATA, DESPITE ITS THORNS, 
OPENS UP PROMISING NEW 
AVENUES TO EXPLORE.
43 
Based across 
3 continents 
Part of the 
global network 
W E A R E A G L O B A L 
G R O W T H 
S T R AT E G Y 
C O N S U LTA N C Y 
We are 
80 strong
44 
UNLOCKING 
“Help us leverage a new 
capability for maximum 
return.” 
RE-IMAGINING 
“Help us see the future of 
our industry & what that 
means for us.” 
STRETCHING 
“Help us identify where & 
how to stretch our brand 
into new categories.” 
DISRUPTING 
“Help us unlock a specific 
growth opportunity with 
game changing ideas.” 
WE HELP CLIENTS GROW BY:
45 
C O N T E N T S 
Tim Sutton 
Global Head of Innovation 
tims@clear-ideas.com 
CLEAR NEW YORK 
270 Lafayette Street 
Suite 505 
New York, NY 10012 
United States 
+1.212.361.0014 
CLEAR LONDON 
Golden House 
30 Great Pulteney Street 
W1F 9NN 
United Kingdom 
+44 (0)20 3735 1800 
CLEAR SINGAPORE 
#05-10 Infinite Studios 
21 Media Circle 
Singapore, 138562 
+65 6697 0246

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Can big data find the next big thing?

  • 1. 1 CAN BIG DATA FIND THE NEXT BIG THING? Tim Sutton Global Head of Innovation October 2014
  • 2. 2 HOW MUCH DATA WOULD 40 OF US GENERATE IN 40 MINUTES?
  • 3. 7.125 BILLION HUMANS SOURCE World Bank 3
  • 4. 4 1 BILLION GIGABYES PER DAY 7.125 BILLION HUMANS SOURCE: http://www-01.ibm.com/software/data/bigdata/what-is-big-data.html
  • 5. WE’RE GENERATING 560 MB PER PERSON PER DAY* 5 *NOTE: In developed countries
  • 6. NASA NEEDED 6 MB TO PUT A MAN ON THE MOON SOURCE: http://www.computerweekly.com/feature/Apollo-11-The-computers-that-put-man-on-the-moon 6
  • 7. 7 IN 40 MINUTES, WE’LL GENERATE 2,105 NOVELS WORTH OF DATA
  • 8. 8 THAT IS A STACK OF BOOKS 23 STORIES HIGH
  • 9. 9 “THE WORLD IS MAKING A DIGITAL COPY OF ITSELF” PAUL SONDEREGGER, FORBES 9/9/2013
  • 10. 10 ? HOW CAN WE USE THIS MASSIVE, RAW RESOURCE FOR INNOVATION?
  • 11. 11 WHAT IS THE BIGGEST PROBLEM WE’RE SEEING IN INNOVATION TODAY?
  • 12. 12 THE FALL OF BARRIERS TO ENTRY
  • 13. 13 CONSUMERS ARE LOYAL CONSUMERS SEEK NOVELTY
  • 14. 14 LIMITED ACCESS TO PRODUCTION ALIBABA AND CONTRACT PRODUCERS
  • 15. 15 4,000 SKUS IN STORE 40,000 SKUS IN STORE
  • 16. 16 SUPER BOWL ADS SOCIAL MEDIA
  • 17. 17 THE NEXT BIG IDEA CAN COME FROM ANYWHERE
  • 18. 18 18 NIMBLE TRUMPS BIG We need every advantage we can get
  • 19. 19 “BIG DATA CAN GENERATE INSIGHTS THAT RESEARCHERS DIDN’T EVEN THINK TO SEEK.” BIG DATA: SEIZING OPPORTUNITIES, PRESERVING VALUES EXECUTIVE OFFICE OF THE PRESIDENT (MAY 2014) “SIZE IN ITSELF DOESN'T MATTER – WHAT MATTERS IS HAVING THE DATA TO SOLVE OUR PROBLEM.” RUFUS POLLOCK FOUNDER AND CO-DIRECTOR OF THE OPEN KNOWLEDGE FOUNDATION “BIG DATA IS A VAGUE TERM, OFTEN THROWN AROUND BY PEOPLE WITH SOMETHING TO SELL.” TIM HARFORD FINANCIAL TIMES, MARCH 28, 2014 “DATA IS THE NEW BASIS OF COMPETITIVE ADVANTAGE.” IBM “BIG DATA IS THE NEW OIL. THOSE THAT ARE ABLE TO MINE THIS RESOURCE WILL HAVE AN ENORMOUS ADVANTAGE OVER THOSE THAT DON’T.” PUGH RESEARCH, THE FUTURE OF BIG DATA “ALL DATA MODELS ARE WRONG, BUT SOME ARE USEFUL.” GEORGE BOX
  • 20. 20 SHINY OBJECT? GOLD MINE?
  • 23. 23 IS BIG DATA REPLACING INSIGHTS? A deep understanding of customers is critical to finding unmet needs, but it’s difficult to scale.
  • 24. 24 Solving for the next big thing is a highly ambiguous problem. PAST ≠ FUTURE
  • 25. 25 CAN WE DO THIS WITHOUT BIG DATA? CAN WE DO THIS WITH DATA ALONE?
  • 26. BIG DATA = GOBS OF UNTAMED CUSTOMER INFORMATION It’s data exhaust of credit cards, web searches, and mobile pings, etc., that we’re unconsciously emitting daily 26
  • 27. 27 EXAMPLE: WAZE What could they know? • Where congestion tends to happen • Actual average speeds on every road in America • Where construction is being done • Where police are and when • How fast I drive • Where I am right now • Places I like to go • How well I follow directions • Where I work • If I have children • … What do the give me in exchange for this: • Directions • Traffic • Share my ETA
  • 28. 28 WAZE HAS MORE, AND MORE CURRENT, INFORMTION THAN ANY GOV’T AGENCY
  • 29. 29 WHAT IF WAZE TELLS US: People who avoid driving on highways are 5x more likely to stop at bookstores during the day. WHY?
  • 30. 30 WE KNOW DATA CAN FUEL DECISION ANALYTICS. WHAT ROLE DOES IT PLAY IN DISCOVERY ANALYTICS?
  • 31. 31 Question is well framed: Personalization Forecasting Optimization
  • 32. 32 How can we use data to find really profound, powerful insights
  • 33. 33 HOW BIG IS AN INSIGHT?
  • 34. 34 A POWERFUL INSIGHT IS ONE PARAGRAPH, OR LESS THAN 1 KILOBYTE
  • 36. 36 Deep understanding of customers tells you where to start looking Find hidden trends and unexpected behaviors that are correlated Flesh out new territories with “Small Data” DISCOVERY ANALYTICS: WHAT WE DO KNOW
  • 37. 37 DISCOVERY ANALYTICS: WHAT WE DO KNOW NOT USING DATA OVER-RELIANCE ON DATA LIKELIHOOD TO FIND A BIG IDEA INFORMED INSPIRATION WHAT + WHY “WHY” “WHAT”
  • 38. 38 CLEAR DISCOVERY ANALYTICS MODEL EXPLORE AGGREGATE QUERY COLLABORATE EXPLAIN EXPOSE EXPRESS PATTERNS OF INTEREST BEHAVIOR/ BELIEF DISSONANCE ACTIONABLE INSIGHT CUSTOMER IMMERSION
  • 39. 39 CLEAR DISCOVERY ANALYTICS MODEL EXPLORE AGGREGATE QUERY COLLABORATE EXPOSE PATTERNS OF INTEREST BEHAVIOR/ BELIEF DISSONANCE EXPLAIN EXPRESS CUSTOMER IMMERSION ACTIONABLE INSIGHT UNTAMED DATA HUMAN UNDERSTANDING
  • 40. 40 UNTAMED DATA + HUMAN UNDERSTANDING = X-RAY VISION
  • 41. 41 EXAMPLE: CLUSTERING 200 Million Records: • What they search • What they bought • Where they go • Who they connect with • What they watch • What they listen to • What they read • Data from their apps • Images they upload WHAT People who go to church are 3x more likely to use fast food coupons IDEA: Can we create a Sunday menu of shareable meals WHY Fast food an easy, affordable way to continue the sense of community. Deep Customer Understanding • Unmet needs • Motivations • Ambitions • Compensatory Behaviors • Attitudes
  • 42. 42 BIG DATA, DESPITE ITS THORNS, OPENS UP PROMISING NEW AVENUES TO EXPLORE.
  • 43. 43 Based across 3 continents Part of the global network W E A R E A G L O B A L G R O W T H S T R AT E G Y C O N S U LTA N C Y We are 80 strong
  • 44. 44 UNLOCKING “Help us leverage a new capability for maximum return.” RE-IMAGINING “Help us see the future of our industry & what that means for us.” STRETCHING “Help us identify where & how to stretch our brand into new categories.” DISRUPTING “Help us unlock a specific growth opportunity with game changing ideas.” WE HELP CLIENTS GROW BY:
  • 45. 45 C O N T E N T S Tim Sutton Global Head of Innovation tims@clear-ideas.com CLEAR NEW YORK 270 Lafayette Street Suite 505 New York, NY 10012 United States +1.212.361.0014 CLEAR LONDON Golden House 30 Great Pulteney Street W1F 9NN United Kingdom +44 (0)20 3735 1800 CLEAR SINGAPORE #05-10 Infinite Studios 21 Media Circle Singapore, 138562 +65 6697 0246