Big data can improve business forecasting and increase jobs in IT. Netflix uses big data to inform its programming decisions, such as knowing when and how users prefer to watch certain genres. Predictive policing algorithms use historical crime data and current information to predict small areas where crimes are likely to occur, decreasing crime in Los Angeles by 13% during initial rollout. Ford collects sensor data from vehicles to understand how cars are operated and used to optimize the user experience in future vehicle designs. Researchers and developers must be aware of big data as an important input for innovation.

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BIG DATA
DEMISE OF CREATIVITY?
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2. • Big Data: management and storage of
data
• 40% better sales forecast by data mining
• 4,4 mio more jobs in IT by big data

3. Case Netflix: “House of cards” with Kevin Spacey

4. Movie based op big data
•Netflix knows that for example:
– you are more likely to be watching a thriller on Saturday
night than on Monday afternoon,
– you are more likely to be watching on your tablet as
compared to your phone or laptop;
– people in a particular countries/cities like to watch on
their tablets on a Sunday afternoon.
– how many people start tuning out when the credits start to
roll
– …

5. Case: Predictive policing

6. • The algorithm is a culmination of anthropological and
criminological behavior research
• The program uses historical information combined
with current data to determine patterns.
• The technology predicts where crimes are likely to
occur in place-based prediction boxes as small as 500
feet by 500 feet.
• Decrease in crime during rollout in Los Angeles 13% in
the 4 months

8. Case TomTom

9. Case Ford
“There are many, many sensors in each vehicle . . . until
now, most of that information was [just] in the vehicle, but
we think there’s an opportunity to grab that data and
understand better how the car operates and how
consumers use the vehicles and feed that information back
into our design process and help optimize the user’s
experience in the future as well.”
John Ginder, head of systems analytics Ford

10. • Use big data becomes important
• Researchers, developers, designers have
to be aware of this data as input of their
innovation process

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ET.SABBELAAN 51
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Maka De Lameillieure
@makaDLM
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