Big Data: your sixth sense


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Data is just like your senses: only interesting when attached to a brain.

Key take-aways:
- Data - as such - is meaningless. It’s an eye seeing something. A contextless observation.
- Therefore, KPI dashboards are just meaningless data on one screen.
- The value of Big Data lies in the patterns and relations it holds.
- The problem is: there is a huge amount of patterns to be discovered.
- As a consequence a lot of processes could be enriched with data.
- The key is not to start with the data, but to start from the process you wish to enrich.
- You will only find answer in data when you’re asking specific questions.

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Big Data: your sixth sense

  1. 1. Data: your sixth sense.
  2. 2. This quote by Charles Darwin suits the start-up life. We’re trying to find a scalable & repeatable businessmodel before our money, hence our“A man who dares to time, runs out. waste one hour of time People inside Darwin need has not discovered the to know very clearly what value of life.” the impact is of financial investments on our runway.~ Charles Darwin
  3. 3. The amount of days Darwinwill survive, if no extraclients are signed andno unforeseen costs arereported. 321If someone considers aninvestment, he can calculatethe amount of Darwin daysthis investment will cost. days
  4. 4. The calculator fits themission of Darwin Analytics:more insights with lessmetrics. Smart investmentswith only one metric.The tree from our logo is agreat metaphor to describehow we see big data.
  5. 5. At Darwin Analytics, datafrom tools like GoogleAnalytics and FacebookInsights is just the beginning.It’s an eye seeing something.No more, no less.KPI dashboards are full ofobservations. observation
  6. 6. An observation withoutcontext is meaningless. Onlyby combining large amountsof observations, we candetect meaningful patternsand relations. interpretation observatie
  7. 7. Darwin translates theserelations and patternsto suggested marketingactions: Facebook likes drivesales, so try to increase yourFacebook likes. action interpretation observation
  8. 8. By measuring the effect ofyour actions, we’re also ableto interpret the effect ofyour actions. This creates afeedback loop, which givesthe ability to evaluate ourown advice. action interpretation observation
  9. 9. Using these steps in this specific order will not help you use big data better. In fact: starting from the huge amount of observations will just confuse your more. There are just too much possibilities, which all take a lot of time to explore.observation interpretation action
  10. 10. By starting from the action you which to enrich with data, the process gets a lot easier. Action: “peopleneed to make smart investment decisions”; interpretations: “they need to know the impact aninvestment has on our runway”; observation: “by putting the data from our business plan in Googledocs, we can calculate the runway left”observation interpretation action
  11. 11. Big data is just like your senses: only interesting when attached to a brain. You will only find answers indata when you’re asking specific questions.Darwin is doing exactly that: building a marketers’ brain. Contact me if you’re interested. Thank you. @anthonybosschem