INSE RT I M A G E Big Data and The Future of Insight

Summary slides

PETABYTES N S E RT I M A G E FORI ALL: T E BI! DATA BA"#$STORY

Georgina Sapsted, Leader of Quantitative Analysis

2ata Analysis long3lived

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B I ! D ATA A * A LY S I S

%&& ' Pea( sear)hes

7eeSearc,es for data $ining

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Source Google Trends !"""#google#co$%trends&%n'ision ( )ase *+ !Englis, spea-ers&, Marc, ./01

7,at $a-es )IG 2ata different9

T,e 3 '8s

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+AL,E
+ARIETY +ELO"ITY

2ATA<I=ATI>N

6/: of ;ig data is ra" and unstructured

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?redictive po"er
As long as so$e of to$orro" is contained in a $easured part of today "e can $a-e predictions#

T E BI! DATA EFFE"T O* I N S E RT I M A G E PRE+AILI*! SO"IO$ E"O*O-I" TRE*DS

2o$ @arrison, 2irector, Glo;al Trends

Retail Reloaded
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T,e pro$ise of datafied stores

I$age S,oppertra-

T,e pro$ise of responsive spaces

Source Apote-

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T,e pro$ise of super service

?,oto B 'irgin Atlantic

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After $o;ile Ne" $eans of identification

I$age Advanced Institute of Industrial Tec,nology in To-yo

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Retail Reloaded t,e )ig 2ata i$pact Retail space, $essaging, service all su;stantially i$pacted =onnected devices personal data passports and uniCue identifiers Info security, li$its to personalised $essaging, service etiCuette ;arriers
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Society of So;riety
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<avouring restraint, cele;rating control

DI ,ave consciously $ade an effort to reduce t,e a$ount of alco,ol I drin-E eac, "ee-E 40: of *S .03.1 year olds agree
Source n'ision Researc,, ./01 *S

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E2IT0 in 5
G) respondents ;orn after 0A60 use personal ,ealt, trac-ing apps
Source n'ision Researc,, ./01 G) ?,oto B <uture <oundation

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Society of So;riety t,e )ig 2ata i$pact 2atafication of t,e entire ,u$an eGperience Targeted $essaging, incentives and re"ards Intensifying pressure on categories "it, an indulgence co$ponent
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Murdered ;y Modernity
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)ig 2ata accelerating t,e end ofH9

Me$ory S-ill accu$ulation !language, directions& <ree c,oice Adventure and discovery ?rivacy DIgnorance is ;lissE T,e presu$ption of innocence T,e old3sc,ool foot;all $anager

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T,e nascent response Searc,ing for t,e deep "e;

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B I ! D ATA A * A LY S I S

Source Google Trends !"""#google#co$%trends&%n'ision ( )ase 7orld"ide !Englis, spea-ers&, ./01

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Murdered ;y Modernity )ig 2ata i$pact 7,olesale reJection of precision $ar-eting9 A gro"ing need for )ig 2ata =SR =an )ig 2ata re3create old3fas,ioned service9
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I N S E RT I M A G E T E BI! DATA BIOPSY

Ka$es Murp,y, Editorial 2irector

2oes t,e regulator pac- any punc, at all9

D7e are undergoing a revolution### T,e i$$ense volu$e, diversity and potential value of data### T,e "or-ing group "ill consider all t,ese issues###E
Ko,n ?odesta, 7,ite @ouse )ig 2ata Revie" Leader Kan ./01
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)ig 2ata ;usiness partner of insig,t9

I r e " o ? t f o S 9 M t , a t g i a s 2 n I g t i r ) a $ S 3 r e p Su
A$adeus )usiness Travel Survey ./01

D>ver",el$ingly, respondents are positive a;out t,e need to travel for ;usiness# >ver ,alf !44:& find ;usiness trips interesting, 35: find t,e$ enjoyable and 0F: say ;usiness travel is motivating.E

Sa$ple siLe 100 Regular )usiness Travellers in t,e *+ and Ireland

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In a s,ort ",ile fro$ no"H

In our Jo;s, "e "ill all ;e using )ig 2ata apps in t,e "ay "e all use EGcel today#

I N S E RT I M A G E
Insig,t "ill re3s-ill itself and de3IT )ig 2ata#

7e see T,e rise of t,e Soft 7oo M Anticipatory Service ?ropositions

2ata Science guLLles t,e ;udgets and pressures conventional tec,niCues to Justify t,e$selves#

Mar-eting "ill "or- in real3 ti$e Just as in3store sales and inventory $anage$ent ,ave al"ays done#

)ig 2ata "ill a$plify t,e clai$ t,at it can reduce ,eadcount in every sector#
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Big Data: t,e )ig <our =lai$s

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In our )ig 2ata future, t,e $ar-eting and insig,t co$$unity can N "it,out loss N pay $uc, less attention to consu$er $otive# Researc, ;udgets can ;e s,run- accordingly# Mass $ar-eting is progressively replaced ;y co$$ercial $essages ",ic, are uniCue, focused, personal# )ig 2ata "ill sti$ulate ever $ore consu$erist agitation to t,e point of legiti$ising%accelerating legal restraints on practitioners# )ig 2ata "ill perfect ne" product develop$ent and $ini$ise RO2 losses#
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Big Four "laims: our su$$ary vie"

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)ig 2ata is a genuine revolution# )ut even as its efficiencies universalise so ;rands ,ave to find ne" creativities in order to co$pete# T,erefore insig,t reduxP ?ersonalised $ar-eting ,as its li$its, its costs# T,e custo$er $ay revolt against intrusiveness# )ut, $ore "orryingly, s,e si$ply $ay not respond to precision3 ;o$;ing, ,o"ever sop,isticated# So$et,ing eGtra reCuired# Neit,er political regulation nor populist agitation can suppress )ig 2ata or its co$$ercial applications#

)ig 2ata cannot guarantee success for creative ideas N ;ut can guide insig,t to $aGi$ised tactical advantage#
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IN S E RT I M A G E .ant more/
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