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Droit des marques & Big Data

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Explication du phénomène Big Data et son impact possible sur le métier de juriste (en particulier en droit des marques) et la création de nouveaux services

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Droit des marques & Big Data

  1. 1. Droit des marques & big dataProf. Cédric Manara, LegalEDHEC Research CenterLes nouvelles technologies au service du droit des marquesConférence Keep Alert / EDHEC Business School, Campus de Paris, 3 juin 2013CTM Application n°3499001
  2. 2. James Surowiecki,La sagesse des foules2
  3. 3.  “In 2009, more data [has been] generatedby individuals than in the entire history ofmankind through 2008” (Weigend, 2009)3
  4. 4.  "Avian flu"• « Nous avons remarqué que certains termes de rechercheétaient des indicateurs efficaces de la propagation de la grippe »(www.google.org/flutrends) Prédire le succès d’un film grâce à Twitter─ Measuring Word of Mouth in Real-Time: A Study of “Tweets” and TheirDynamic Relation to Movie Sales and Marketing Efforts (Parrot & Ohashi,2010)• Analyse de 3.000.000 de tweets en lien avec les données dubox office & celles du marketing de films• Modélisation possible du bouche-à-oreille au moyen de Twitter Votre e-book vous lit• Because sometimes things happen to people and they are notequipped to deal with them.’• Phrase la plus surlignée du livre ‘Catching Fire’ sur les lecteursKindle (par 17.784 personnes)4
  5. 5. « Big data » Données brutes• Entreprises• Organisations• Individus• Objets Technologies + méthodes d’analyse• rapides, pour flots/volumes énormes & renouvelés Engendre des connaissances nouvelles• « mise en évidence de corrélations » (Maille, 2013)• Outil prédictif5
  6. 6. Et nous ?Devons-nous aussi plonger dans lesdonnées ?6
  7. 7. Quel horizon pour l’exploitation desdonnées en matière de marques ? Meilleure compréhension des problèmes ?• Analyse des tendances─Pays de dépôt  activités économiques• Outils de surveillance, TMCH…─Anticiper la dégénérescence─Enjeux d’interopérabilité & open data7
  8. 8. Outil quantitatif de prédiction ? “Do I have a case?” Quel est le degré d’exposition ? Combien cela va-t-il coûter ? …8
  9. 9. • LexMachina Aide à la décision des clients des juristes9
  10. 10. Outil d’aide pour le contentieux ? Ex. : recherche d’antériorité• Ville de Rio de Janeiro  Fondation Telluride10
  11. 11. « Data visualisation » pour ledroit ? MiroslavKurdov pourKeepAlert,201311
  12. 12. 1315171Google alone Google & Advertiser Advertiser alone Overture12%12% 919%2144%715%49%49%200320042005200620072008200912
  13. 13. Évolution du métier dejuriste marques ? Efforts de représentation de la complexité ? Compétences d’analyse de données ?13

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