|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Five misconceptions about pers...
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Five misconceptions about pers...
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Navigating disruptive change	
...
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Mercè	
  
Spain	
  
Interna1on...
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
	
  
Delivering	
  business	
 ...
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Every time we interact,
commun...
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Businesses are
collecting and
...
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
The Personal Data Economy: an ...
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Five misconceptions about pers...
MISCONCEPTION #1	
Personal data is
the new oil	
Image:	
  UC	
  Bluenoser	
  |	
  Flickr	
  
REALITY:	
My personal data is
most valuable to me!	
Image:	
  Foursquare	
  
REALITY:	
My personal data is
most valuable to me!	
Image:	
  Foursquare	
  
MISCONCEPTION #2	
Personal data 	
is all about privacy	
Image:	
  tsallam	
  |	
  Flickr	
  
REALITY:	
People want to benefit
from their data - not
hide it away - but they
need control, trust and
transparency	
Image:...
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
REALITY:	
People want to benefi...
MISCONCEPTION #3	
The value of
personal data is
in its sale	
Image:	
  shuMerstock	
  
REALITY:	
The personal data
economy is an
experience economy
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
REALITY:	
The personal data
ec...
MISCONCEPTION #4	
Personal data is
for data scientists
REALITY:	
Personal data
empowers people	
Image:	
  Fitbit	
  
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
REALITY:	
Personal data
empowe...
Image:	
  Visualparadox	
  
MISCONCEPTION #5	
Personal data
is big data
REALITY:	
The personal data
economy is small data	
Image:	
  iStock	
  
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
REALITY:	
The personal data
ec...
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
•  My personal data is most va...
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Data-centric
view	
People-cent...
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
1. Start with the person, not ...
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
How can you identify opportuni...
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Personal Data
Experience Model...
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Social Internet of Things
Data...
Get involved with us in building the personal data economy!	
	
q Presentation on slideshare.net/claropartners	
q Point o...
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Five Misconceptions about Personal Data: Why we need a people-centred approach to Big Data

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Presented at Itnig Fridays on September 20, 2013 in Barcelona.

Published in: Technology, Business

Five Misconceptions about Personal Data: Why we need a people-centred approach to Big Data

  1. 1. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Five misconceptions about personal data Itnig Fridays, 20 September 2013 Elisabeth Leegwater, Claro Partners
  2. 2. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Five misconceptions about personal data •  From data-centric to people-centric perspective •  From privacy discussion to understanding how to deliver trust, transparency, control and benefit •  Introduce toolkit @claropartners #personaldata
  3. 3. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Navigating disruptive change Claro helps corporations and startups to navigate disruptive shifts in society and business
  4. 4. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Mercè   Spain   Interna1onal,  inter-­‐disciplinary  team   We  have  backgrounds  in:   •  Social  science,  anthropology,  design  research   •  Service,  interac:on,  and  product  design   •  Business  strategy  and  marke:ng     Jiri   Belgium   Gunes   Turkey   Megan   UK   Mandy   Lebanon   Elisabeth   Netherlands   Michael   USA   Aldo   Netherlands   Rich   USA   Abby   USA  
  5. 5. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners       Delivering  business  innova1on   and  service  design  in  the   context  of  disrup1ve  shiFs   Access       Services  delivered   through  networks       Internet  connects   everything       Small  data  and   personalised   experiences         Ownership           Services  delivered   by  companies       Internet  connects   everyone       Big  data  and     aggregated     resources           Request our point of view papes on each of these topics at POV@claropartners.com
  6. 6. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Every time we interact, communicate, access, share, recommend, download and record, we cast a digital shadow of our activities Image:  pe:lipois  |  Flickr  
  7. 7. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Businesses are collecting and stockpiling personal data, convinced that bigger is better; this is resulting in a big data boom Image:  Gloal  Access  Point  Image:  UC  Bluenoser  |  Flickr  
  8. 8. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     The Personal Data Economy: an open-innovation project •  65 interviews and events with individuals, experts and startups •  7 cities: New York, San Francisco, Boston, London, São Paulo, Berlin, Tokyo
  9. 9. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Five misconceptions about personal data
  10. 10. MISCONCEPTION #1 Personal data is the new oil Image:  UC  Bluenoser  |  Flickr  
  11. 11. REALITY: My personal data is most valuable to me! Image:  Foursquare  
  12. 12. REALITY: My personal data is most valuable to me! Image:  Foursquare  
  13. 13. MISCONCEPTION #2 Personal data is all about privacy Image:  tsallam  |  Flickr  
  14. 14. REALITY: People want to benefit from their data - not hide it away - but they need control, trust and transparency Image:  tsallam  |  Flickr  
  15. 15. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     REALITY: People want to benefit from their data Image:  tsallam  |  Flickr  
  16. 16. MISCONCEPTION #3 The value of personal data is in its sale Image:  shuMerstock  
  17. 17. REALITY: The personal data economy is an experience economy
  18. 18. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     REALITY: The personal data economy is an experience economy
  19. 19. MISCONCEPTION #4 Personal data is for data scientists
  20. 20. REALITY: Personal data empowers people Image:  Fitbit  
  21. 21. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     REALITY: Personal data empowers people Image:  Fitbit  
  22. 22. Image:  Visualparadox   MISCONCEPTION #5 Personal data is big data
  23. 23. REALITY: The personal data economy is small data Image:  iStock  
  24. 24. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     REALITY: The personal data economy is small data Image:  iStock  
  25. 25. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     •  My personal data is most valuable to me! •  People need control, trust and transparency •  An experience economy •  Personal data empowers people •  Small data The Personal Data Economy
  26. 26. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Data-centric view People-centric view
  27. 27. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     1. Start with the person, not the data 2. Enable people to do things they've never been able to before 3. Address both functional and emotional needs 4. Think beyond privacy. Create trust, transparency and control 5. Design the whole user experience Five key principles to guide a people centric approach to personal data
  28. 28. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     How can you identify opportunities to create people-centric offerings in the personal data economy?
  29. 29. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Personal Data Experience Model Personal Data Landscape People-centric Insights Data Value Staircase Personal Data Opportunity Framework Toolkit to create people-centric value propositions | Personal Data Economy | Project Summary34 Intel Confidential Personal data services play different roles in a connected ecosystem Companies can provide a place for users to generate data or collect data from elsewhere. They can also simply pass-on this personal data or add-on something on top of it. Facebook plays all roles simultaneously; something which very few companies can do. Generate Add-on Pass-on HOW COMPANIES OPERATE IN THE PERSONAL DATA ECONOMY Data Ecosystem Map 5 Principles about personal data Trust, Transparency and Control enablers FIVE KEY PRINCIPLES TO USING PERSONAL DATA www.claropartners.com 1. Start with the person 2. Create trust, transparency and control 3. Design the whole experience 4. Give people new abilities through their personal data 5. Address both functional and emotional needs
  30. 30. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Social Internet of Things Data Interfaces Self-tracking Predictions Crowd Data Identity Access Management Others Recommendation / Discovery Local Discovery (things) Identity Measurement The Personal Data Economy landscape: examples of people-centric services Interface to your bank, helping to make better financial decisions New Interfaces for Existing Data (aggregated) Mobile data based tool for health predictions Predictions (For individuals) Data locker for users to control access to their data Data Lockers Bracelet for tracking health behaviours and indicators Self-Tracking (Health)
  31. 31. Get involved with us in building the personal data economy! q Presentation on slideshare.net/claropartners q Point of view paper q Business landscape: preview q Workshop or project q Accelerator focused on Smart Data & Internet of Things. Looking for corporate partners, investors and mentors Thank you! Elisabeth Leegwater @claropartners lis@claropartners.com

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