Sales and Big Data

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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...

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| 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...

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| 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?

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| 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...

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| 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...

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| s a l e s t r a n s f o r m a t i o n |

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| 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...

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| 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:

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| 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 |
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| s a l e s t r a n s f o r m a t i o n |
2015 Update

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| 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...

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| 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...

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| 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.
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sales performance
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