Big Data
Salesand the ethics of
2013: the year of Big Data
►Bradley Manning came to trial having
made public “what the US ambassador
really thought”
● Pro...
Consilium
| s a l e s t r a n s f o r m a t i o n |
What is
Big Data?
Consilium
| s a l e s t r a n s f o r m a t i o n |
Definitions vary, but
► Most search engines don’t just search, they re...
Consilium
| s a l e s t r a n s f o r m a t i o n |
The potential for
acquiring even
bigger data is
immense.
Consilium
| s a l e s t r a n s f o r m a t i o n |
Data used to look like this
about 12 bytes/inch
Now they’re stored on these
1TB stored on paper tape would
stretch to the moon and back
almost three times
The cost of storage is now so cheap,
3p buys enough capacity to store
where someone has been and who
they have called for ...
Consilium
| s a l e s t r a n s f o r m a t i o n |
It’s intimate
Many of us freely share details:
► Almost all the people...
Consilium
| s a l e s t r a n s f o r m a t i o n |
You probably guessed the source!
► It combines your contacts from Link...
Consilium
| s a l e s t r a n s f o r m a t i o n |
Pervasive and persistent
“25% of smartphone owners
aged 18-44 say they...
Consilium
| s a l e s t r a n s f o r m a t i o n |
More data from “the Internet of Things”
All sorts of things can now be...
Consilium
| s a l e s t r a n s f o r m a t i o n |
Even big business has been rattled by governmental
activity… perhaps b...
Consilium
| s a l e s t r a n s f o r m a t i o n |
With all this data, how far have we
got in our quest for wisdom?
Consilium
| s a l e s t r a n s f o r m a t i o n |
This is what is available
through analysing
search histories using
Goo...
Consilium
| s a l e s t r a n s f o r m a t i o n |
Some things are predictable
Consilium
| s a l e s t r a n s f o r m a t i o n |
December peak for champagne
Consilium
| s a l e s t r a n s f o r m a t i o n |
Interest in royalty
Press
report
Kate and
Wills split
Royal
Wedding
Bi...
Consilium
| s a l e s t r a n s f o r m a t i o n |
Saturday is Pizza night in the UK
Consilium
| s a l e s t r a n s f o r m a t i o n |
Taxes loom in January
Consilium
| s a l e s t r a n s f o r m a t i o n |
The economy
Consilium
| s a l e s t r a n s f o r m a t i o n |
But this peak is swine ‘flu
Consilium
| s a l e s t r a n s f o r m a t i o n |
Is validation the
only problem
with our use of
Big Data?
Consilium
| s a l e s t r a n s f o r m a t i o n |
Sadly not,
let’s look at an
advertisers’
use of Big Data.
Consilium
| s a l e s t r a n s f o r m a t i o n |
How not to nurture a sale
►I visited a well known web retailer to find...
Consilium
| s a l e s t r a n s f o r m a t i o n |
Consilium
| s a l e s t r a n s f o r m a t i o n |
After a few days …
► I felt I was being stalked by a blue shirt.
► Tha...
Consilium
| s a l e s t r a n s f o r m a t i o n |
It could have been worse
►What might a colleague have
thought if he lo...
Consilium
| s a l e s t r a n s f o r m a t i o n |
It’s not all bad
news for the
consumer,
or for the retailer.
Consilium
| s a l e s t r a n s f o r m a t i o n |
The shirt
buyer fights
back:
Consilium
| s a l e s t r a n s f o r m a t i o n |
If you’ve got time to game the system
► First find what you want.
► Ma...
Big Data
So what about
the ethics of
Consilium
| s a l e s t r a n s f o r m a t i o n |
Some guiding principles for Big Data
► Just because the data suggest s...
Consilium
| s a l e s t r a n s f o r m a t i o n |
Consilium
| s a l e s t r a n s f o r m a t i o n |
2015 Update
Consilium
| s a l e s t r a n s f o r m a t i o n |
Richard Holway, Industry Analyst
12th March 2014
“The biggest challeng...
Consilium
| s a l e s t r a n s f o r m a t i o n |
2 years’ later
nothing changes
Amex has somehow
found out from BA that...
Consilium
| s a l e s t r a n s f o r m a t i o n |
And it’s all kept safely isn’t it?
2015
► July, Ashley Madison a hacke...
Consilium
| s a l e s t r a n s f o r m a t i o n |
Things can only get better?
Artificially intelligent robots could beco...
Pictures courtesy of Microsoft clip art, Wikimedia and others.
Improve your
sales performance
Sales and marketing
Coaching...
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Sales and Big Data

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There’s zettabytes of data available. Big data can inform, but it can also mislead.

Have we learnt how to handle the data safely?  
Have we managed to turn all that data into wisdom?

Sadly not yet and there are few guiding principles we all need to follow if we are to avoid damaging our reputation with customers.

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Sales and Big Data

  1. 1. Big Data Salesand the ethics of
  2. 2. 2013: the year of Big Data ►Bradley Manning came to trial having made public “what the US ambassador really thought” ● Problem 1: concentration of risk ● Problem 2: over-widespread access* ►Edward Snowden revealed PRISM ● Industrial scale data interception ● Spooks trying to keep us safe by reading al-Qaeda’s email and probably others’ * Not all have access to everything but “Almost 5 million people have a U.S. security clearance; About 1.4 million of those lay claim to "top-secret" clearance.” USA Today 10 June 2013
  3. 3. Consilium | s a l e s t r a n s f o r m a t i o n | What is Big Data?
  4. 4. Consilium | s a l e s t r a n s f o r m a t i o n | Definitions vary, but ► Most search engines don’t just search, they remember your searches. ► e-commerce sites don’t just remember what you ordered, but they watch how long you spend on the site, when you return and more. ► Insurers are beginning to use Big Data; they decide whether to insure you or not, not just on the basis of your proposal form, but on what else they can find out about you. ► Job interviewers probably research candidates’ social media footprint (NB this can be viewed as discriminatory). ► Weather forecasts will soon improve by using “OpenSignals” atmospheric pressure data from our mobile phones.
  5. 5. Consilium | s a l e s t r a n s f o r m a t i o n | The potential for acquiring even bigger data is immense.
  6. 6. Consilium | s a l e s t r a n s f o r m a t i o n | Data used to look like this about 12 bytes/inch
  7. 7. Now they’re stored on these 1TB stored on paper tape would stretch to the moon and back almost three times
  8. 8. The cost of storage is now so cheap, 3p buys enough capacity to store where someone has been and who they have called for a year, probably for a decade or more. In December 2013 disk storage cost under 3 pence/GByte on eBay.
  9. 9. Consilium | s a l e s t r a n s f o r m a t i o n | It’s intimate Many of us freely share details: ► Almost all the people we know. ► Who we speak to, when, and where we were at the time. ► Who emails us. ► How fast we accelerate when we drive our cars. ► What route we took to work. ► What temperature we keep our houses and offices. ► Which direction we’re facing. ► … where and when we spend cash. We give this information away!
  10. 10. Consilium | s a l e s t r a n s f o r m a t i o n | You probably guessed the source! ► It combines your contacts from LinkedIn, Outlook and other sources in a useful or spooky manner … depending on your perspective ► The most recent Galaxy S4 has the following ● Accelerometer ● Geomagnetic compass ● Geographic Positioning System ● Gyroscope ● Proximity sensor ● Barometer ● Hygrometer ● Ambient thermometer ● Light meter ● The S4 even knows when you are looking at it! ► Many of the apps we use on our smart phones require us to grant access to much of this data.
  11. 11. Consilium | s a l e s t r a n s f o r m a t i o n | Pervasive and persistent “25% of smartphone owners aged 18-44 say they can’t recall the last time their smartphone wasn’t next to them” IDC and Facebook 2013
  12. 12. Consilium | s a l e s t r a n s f o r m a t i o n | More data from “the Internet of Things” All sorts of things can now be connected to the internet: fridges, vacuum cleaners, central heating systems, burglar alarms, lighting, hi-fi, cars and more. Some cars will already call the emergency services if you crash. Soon your car will contact your PA (a computer) to tell it that it needs servicing. Your PA will check for a day you’re working from home and book the car in for a service. The car will already have told the garage which parts need replacing. By 2020 expect to hear someone in the pub on whatever comes after Facebook tell of their woes on the day their house crashed! Coming next the human genome: your unique 3GB code is available for under $6,000 down from $95m in 2001!
  13. 13. Consilium | s a l e s t r a n s f o r m a t i o n | Even big business has been rattled by governmental activity… perhaps because some of their businesses depend on acquiring large volumes of data?
  14. 14. Consilium | s a l e s t r a n s f o r m a t i o n | With all this data, how far have we got in our quest for wisdom?
  15. 15. Consilium | s a l e s t r a n s f o r m a t i o n | This is what is available through analysing search histories using Google Trends:
  16. 16. Consilium | s a l e s t r a n s f o r m a t i o n | Some things are predictable
  17. 17. Consilium | s a l e s t r a n s f o r m a t i o n | December peak for champagne
  18. 18. Consilium | s a l e s t r a n s f o r m a t i o n | Interest in royalty Press report Kate and Wills split Royal Wedding Birth of Prince George
  19. 19. Consilium | s a l e s t r a n s f o r m a t i o n | Saturday is Pizza night in the UK
  20. 20. Consilium | s a l e s t r a n s f o r m a t i o n | Taxes loom in January
  21. 21. Consilium | s a l e s t r a n s f o r m a t i o n | The economy
  22. 22. Consilium | s a l e s t r a n s f o r m a t i o n | But this peak is swine ‘flu
  23. 23. Consilium | s a l e s t r a n s f o r m a t i o n | Is validation the only problem with our use of Big Data?
  24. 24. Consilium | s a l e s t r a n s f o r m a t i o n | Sadly not, let’s look at an advertisers’ use of Big Data.
  25. 25. Consilium | s a l e s t r a n s f o r m a t i o n | How not to nurture a sale ►I visited a well known web retailer to find a casual blue shirt. ►I found one, but I wasn’t quite sure. ►So I didn’t buy. ►This is what happened next…
  26. 26. Consilium | s a l e s t r a n s f o r m a t i o n |
  27. 27. Consilium | s a l e s t r a n s f o r m a t i o n | After a few days … ► I felt I was being stalked by a blue shirt. ► That blue shirt followed me everywhere. ► I got so fed up seeing the blue shirt I finally found a way to opt out. Result: ► My perception of the retailer was damaged. ► I turned off the technology, so someone lost some revenue. ► All because the retailer had failed to consider the customer’s experience.
  28. 28. Consilium | s a l e s t r a n s f o r m a t i o n | It could have been worse ►What might a colleague have thought if he looked over my shoulder in the office and ladies’ blouses seemed to be on every screen? ►Obvious: I was looking to buy my wife a blouse for her birthday … or perhaps not!
  29. 29. Consilium | s a l e s t r a n s f o r m a t i o n | It’s not all bad news for the consumer, or for the retailer.
  30. 30. Consilium | s a l e s t r a n s f o r m a t i o n | The shirt buyer fights back:
  31. 31. Consilium | s a l e s t r a n s f o r m a t i o n | If you’ve got time to game the system ► First find what you want. ► Make sure you are registered with the retailer as a customer. ► Visit a competitor’s web site, then go to the retailer who stocks what you want. ● Click, pause, dither. ● Perhaps put the shirt in the basket. ● Pull out of the purchase. ► The reminder email will arrive. ► Visit again after a week or two. ► The special offer will arrive. ● BUY! ● Sale made! Blue end on end shirt, excellent quality, thoroughly recommended!
  32. 32. Big Data So what about the ethics of
  33. 33. Consilium | s a l e s t r a n s f o r m a t i o n | Some guiding principles for Big Data ► Just because the data suggest something ● Don’t follow blindly ● Try to obtain an independent validation ► Always remember the customer experience ● Reach out to the right people ● By all means remind them you are there … but sparingly ► … and handle the data responsibly ● Take your duty of care seriously ● Avoid excessive concentration of risk ● Avoid over-wide access to the data
  34. 34. Consilium | s a l e s t r a n s f o r m a t i o n | Consilium | s a l e s t r a n s f o r m a t i o n | 2015 Update
  35. 35. Consilium | s a l e s t r a n s f o r m a t i o n | Richard Holway, Industry Analyst 12th March 2014 “The biggest challenges are around privacy and cybercrime. I fear that we do not take the threats seriously enough. In the hands of a corrupt regime, or company, our freely given data could be used against us. In 25 years’time, fast access will be possible from every spot on the planet... and possibly beyond! Every living thing of value – like chickens, cats ... and children – will be internet connected, as will everything from cars to curtain tracks.”
  36. 36. Consilium | s a l e s t r a n s f o r m a t i o n | 2 years’ later nothing changes Amex has somehow found out from BA that I’ve flown to Barcelona on business twice in the past month and targeted me in the FT!
  37. 37. Consilium | s a l e s t r a n s f o r m a t i o n | And it’s all kept safely isn’t it? 2015 ► July, Ashley Madison a hacker group stole information on its 37 million users. ► February, Anthem suffered a data breach of nearly 80 million records, including personal information such as names, Social Security numbers, dates of birth, and other sensitive details. ► June, The Office of Personnel Management of the U.S. government suffered a data breach in which the records of 4 million current and former federal employees of the United States were hacked and stolen. 2014 ► August, nearly 200 photographs of celebrities were posted to the image board website 4chan. An investigation by Apple found that the images were obtained "by a very targeted attack on user names, passwords and security questions". ► September, Home Depot suffered a data breach of 56 million credit card numbers. ► October, Staples suffered a data breach of 1.16 million customer payment cards. ► November and for weeks after, Sony Pictures Entertainment suffered a data breach involving personal information about Sony Pictures employees and their families, e-mails between employees, information about executive salaries at the company, copies of (previously) unreleased Sony films, and other information. The hackers involved claim to have taken over 100 terabytes of data from Sony.
  38. 38. Consilium | s a l e s t r a n s f o r m a t i o n | Things can only get better? Artificially intelligent robots could become the Kalashnikovs of tomorrow, more than 1,000 experts, including Stephen Hawking and Steve Wozniak, the Apple co-founder, have warned. Signatories to the open letter said that the age of AI warfare was upon us and called for a ban on “offensive autonomous weapons” that could kill without the involvement of humans. “Artificial intelligence technology has reached a point where the deployment of such systems is — practically if not legally — feasible within years, not decades,” they wrote. “The stakes are high: autonomous weapons have been described as the third revolution in warfare, after gunpowder and nuclear arms.” The letter was presented at a conference on artificial intelligence in Argentina. It warned of a near future in which robots could be programmed to kill people using predefined criteria. “The key question for humanity today is whether to start a global AI arms race or to prevent it from starting. If any major military power pushes ahead with AI weapon development, a global arms race is virtually inevitable, and the endpoint of this technological trajectory is obvious: autonomous weapons will become the Kalashnikovs of tomorrow.” They said that while the world had been able to prevent the proliferation of weapons of mass destruction, this would not be the case for AI. “Unlike nuclear weapons, they require no costly or hard-to-obtain raw materials, so they will become ubiquitous and cheap for all significant military powers to mass-produce.” Professor Hawking has previously warned that the unchecked spread of the technology “could spell the end of the human race”. Coming next? See http://futureoflife.org/AI/open_letter
  39. 39. Pictures courtesy of Microsoft clip art, Wikimedia and others. Improve your sales performance Sales and marketing Coaching Consultancy Training More sales and marketing insights here

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