This document discusses how big data is collected from digital interactions and used to gain insights about customers. It provides examples of how Target predicted a customer's pregnancy and how Netflix uses viewing data to determine audiences. The document advocates that all businesses, not just large corporations, can benefit from analyzing big data to better understand customers and find new opportunities.

1. Boring,Boring Data?
“Whatever can be expressed in numbers, may be
expressed in lines”
-William Playfair 1805

2. Defining Big Data
★ It is: The lowest level of abstraction
★ A concept from which information and
knowledge can be derived

3. From Abstraction to Knowledge
★ Every action, interaction and hesitation
with a well built digital product creates an
“event”
★ The interpretation of these events is the
new “gold rush”
★ The “gold” & value is the knowledge
about your customers
★ Extrapolate that value by using it to
predict

4. Target Knows Before it Shows
“She's still in high school, and you're sending her
coupons for baby clothes and cribs? Are you trying
to encourage her to get pregnant?”
-An Angry Dad 2011

5. Target Knows Before it Shows
Triggers

6. Target Knows Before it Shows
“...but when someone suddenly starts buying lots
of scent-free soap and extra-big bags of cotton
balls, in addition to hand sanitizers and
washcloths, it signals they could be getting close to
their delivery date.”
-Andrew Pole,Target Statistician

7. Google’s Health Indices
★ Possibly the largest collection of realtime
data in the world
★ Some open source, some commercially
available
★ Knows symptoms, causes and correct
medication
★ Can accurately predict outbreaks and even
mortality rates

8. Click Here to Watch theVideo

9. WatchingYou,Watching Us
“We know what people watch on Netflix and we’re able
with a high degree of confidence to understand how big
a likely audience is for a given show based on people’s
viewing habits.”
-Jonathan Friedland, Netflix

10. Click Here to Watch theVideo

11. WatchingYou,Watching Us
★ House of Cards cost $78m to produce
★ HoC still is the highest rated show on
Netflix
★ An Emmy drama nomination is likely
★ 25% of viewers watched all 13 episiodes on
the weekend of release

12. WatchingYou,Watching Us
★ Everytime you pause, rewind or skip
★ What other shows you watch
★ Connectivity through 3rd party sites
(Facebook)
★ What your friends watch
★ What you talk about on Facebook
★ What you rate

13. Not Just For
CompuGlobalHyperMegaNet
“The stage is set for entrepreneurs and SME owners to
reap tremendous rewards from Big Data by creating new
businesses or finding ways to accelerate the growth of
existing ones.”
-Me, just now

14. Not Just For
CompuGlobalHyperMegaNet
Building and using the right systems is an
opportunity to truly know your customer:
★ Learn their environment and habits
★ Learn their language, idioms and slang
★ Explore their other worlds
★ Know their circadium ryhthm
★ Write a zeitgeist for your demographic

15. ★ Extracting the value from your inventory
is key
★ Data should be the basis of everything
you do
★ Learn how to access and exploit data that
you may not even know you have by
catching me now or setting up a meeting
with us
Sunny Summary