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 : andreas@wakoopa.comLinkedIn : www.linkedin.com/in/andreaspiani