big data is rubbish!
DESCRIPTION
In which we present the conjecture that current approaches to 'Big Data' are rubbish: referenced in a number of dimensions as to why. Then, in the context of digital marketing, we discuss some emerging goodness that will lead to being able to make use of 'piles of seemingly useless rubbish'. Originally presented at Like Minds, London (28NOV2013) with a light dose of sarcasm and a degree of exploding mythology...TRANSCRIPT
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Big Data is RubbishLike Minds, London: 28 November 2013
David [email protected] | +44 (0) 7811 359 792 | @davidprior
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Big Data is Rubbish: Like Minds, London - 28 November 2013
Cognitive Dissonance
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Big Data is Rubbish: Like Minds, London - 28 November 2013
Big Data is Rubbish
• Meaning
• Focus
• Vendors
• End-Users
• Use by Marketers
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Big Data is Rubbish: Like Minds, London - 28 November 2013
Meaning
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Meaning
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Meaning
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Meaning
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“[at Microsoft] The median job input data set size was less than 14GB.”
“[at Yahoo] we can estimate that the median job size is less than 12.5GB”
“[at Facebook] At least 90% of the jobs have input sizes under 100GB.”
- Microsoft Research, Cambridge UK MSR-TR-2013-2 JAN2013
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Meaning
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data !== information
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Meaning
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information !== signal
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Meaning
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size does not matter
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Focus
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Focus
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Focus
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VERACITY ?
VALUE ?
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Focus
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big data === data
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Focus
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Focus
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Big Data is Rubbish: Like Minds, London - 28 November 2013
From inconvenient truths about data science to a dirty little secret of the IT industry:
everything goes in circles and gets rehashed!
Vendors
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Vendors
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Vendors
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Vendors
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Vendors
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Vendors
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Vendors
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Vendors
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Vendors
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“We guarantee in writing that if you buy our product we will make more
money than you...”
- A Cynic
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End-Users
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End-Users
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80%of Data Warehouse
Projects Failing
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End-Users
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End-Users
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70-80% of BusinessIntelligence Projects
Failing
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End-Users
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“Every large...company claims to have a big data strategy. The big joke is that these strategies are
often very small.”
- Julio Gomez-Attivio, Wall Street & Technology 29JUL13
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Use by Marketers
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Use by Marketers
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“There’s no bigger sucker than a gullible marketer convinced he’s
missing a trend.”
- The Ad Contrarian (Bob Hoffman)
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Use by Marketers
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Use by Marketers
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Use by Marketers
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Use by Marketers
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Use by Marketers
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While some might suggest that the role of marketing is to help consumers choose which particular lying bastards to do business with...
“The aim of marketing is to know and understand the customer so well, the product or service fits
him and sells itself.”
- Peter Drucker
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Use by Marketers
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Use by Marketers
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Big Data is Rubbish: Like Minds, London - 28 November 2013
A New Hope...
• Use by Marketers
• Real Data Science
• Windows of Observation
• ‘Big Data’ is Rubbish
• ‘Just’ Ask
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Use by Marketers
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Use by Marketers
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Real Data Science
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Real Data Science
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Real Data Science
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32
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Real Data Science
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32Degrees Fahrenheit
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Real Data Science
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32Degrees FahrenheitIn London
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Real Data Science
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32Degrees FahrenheitIn LondonTomorrow
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Real Data Science
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32Degrees FahrenheitIn London
Where you are goingTomorrow
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Real Data Science
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32Degrees FahrenheitIn London
Where you are goingTomorrow
Increasing Efficiency, Reducing Utility
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Real Data Science
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For more, follow Dave McCrory: @mccrory
32Degrees FahrenheitIn London
Where you are goingTomorrow
Increasing Efficiency, Reducing Utility
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Real Data Science
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Real Data Science
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Data Valency
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Real Data Science
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Data ValencyThe potential for any data element to be combined with any other in order to provide greater insight
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Windows of Observation
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Windows of Observation
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Windows of Observation
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‘Big Data’ is Rubbish
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Picture Credits: Adam Minter
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Picture Credits: Adam Minter
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‘Just’ Ask
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With thanks: Randall Munroe, xkcd.org
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‘Just’ Ask
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With thanks: Randall Munroe, xkcd.org