The Value of your Digital Footprint :
How to capitalize on Big Data from
Behavioural Tracking of Consumers
About your digital footprint
The value of your digital footprint
2003
• Given the right conditions, people are willing to exchange ‘privacy’ information against a value of
€ 13
2010
• The EU calculated that the value of open data (i.e. releasing all government information for free)
would be € 55 per European citizen
2012
• With a valuation of around $100 billion, the value
that Facebook holds in 2012 is roughly € 90 per active member
Sources :
Hann et al., The Value of Online Information Privacy: An Empirical Investigation, 2003
M. Dekkers et al., MEPSIR Study (Measuring European Public Sector Information
Resources), 2010
NYtimes.com Dealbook, February 2012
Who is interested?
What is your online footprint?
Check your own footprint at
http://www.bluekai.com/registry/
https://www.google.com/settings/ads
If this is your commercial passport by which you travel through the internet. What do you think?
Here is a commercial passport for travel through the internet…….
Let’s have a closer look
Sample Population
Meters – user side Cookies – Server side
Rich and
Accurate data
Shallow and
Inaccurate data
Cookies, or people … ?
About Wakoopa
The operating systems that we cover
Our tracking capabilities
Commercially available
First deployments
In closed beta
From raw data …
… To respondent / event level data …
… To our dashboard …
SQSActivity EMRKamek
*Data
S3
* Kamek is a server created by Wakoopa that makes metrics (such as bounce-rate or pageviews)
out of millions of visits and visitors, all in a couple of seconds, all in real-time.
Panel
RDSM
etric
s
Wakoopa dashboard
AWS
… Via our scalable server architecture
So what are the new rules?
1. Combine methods
Five Rules for researching with Big Data from Passive Tracking
1. Combine methods
2. Start small
Five Rules for researching with Big Data from Passive Tracking
1. Combine methods
2. Start small
3. Test and kill
Five Rules for researching with Big Data from Passive Tracking
1. Combine methods
2. Start small
3. Test and kill
4. Team above tools
Five Rules for researching with Big Data from Passive Tracking
Pitfalls and Caveats
Twitter panic (the butterfly effect)
Source : Twitter
Spurious correlationsSuicides by hanging <-> Lawyers in North Carolina
Source : Tylervigen.com
Correlation :
0.994
Rule 5 :
When data comes from everywhere,
accuracy comes fromyou!
“ You think you are an expert, but 80% of the time you are wrong. That is what makes data beautiful: It tells the true story, and it tells you – out of the ten ideas you generate – which two ones
could work. “- Wouter de Bie
Thank you !
Andreas Piani Business Development DirectorWakoopa – Understand What People do Online
Web : www.wakoopa.comE-mail : [email protected] : www.linkedin.com/in/andreaspiani
