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
Big Data is RubbishLike Minds, London: 28 November 2013
David [email protected] | +44 (0) 7811 359 792 | @davidprior
Big Data is Rubbish: Like Minds, London - 28 November 2013
Cognitive Dissonance
2
Big Data is Rubbish: Like Minds, London - 28 November 2013
Big Data is Rubbish
• Meaning
• Focus
• Vendors
• End-Users
• Use by Marketers
3
Big Data is Rubbish: Like Minds, London - 28 November 2013
Meaning
4
Big Data is Rubbish: Like Minds, London - 28 November 2013
Meaning
4
Big Data is Rubbish: Like Minds, London - 28 November 2013
Meaning
4
Big Data is Rubbish: Like Minds, London - 28 November 2013
Meaning
4
“[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
Big Data is Rubbish: Like Minds, London - 28 November 2013
Meaning
4
data !== information
Big Data is Rubbish: Like Minds, London - 28 November 2013
Meaning
4
information !== signal
Big Data is Rubbish: Like Minds, London - 28 November 2013
Meaning
4
size does not matter
Big Data is Rubbish: Like Minds, London - 28 November 2013
Focus
5
Big Data is Rubbish: Like Minds, London - 28 November 2013
Focus
5
Big Data is Rubbish: Like Minds, London - 28 November 2013
Focus
5
VERACITY ?
VALUE ?
Big Data is Rubbish: Like Minds, London - 28 November 2013
Focus
5
big data === data
Big Data is Rubbish: Like Minds, London - 28 November 2013
Focus
5
Big Data is Rubbish: Like Minds, London - 28 November 2013
Focus
5
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
6
Big Data is Rubbish: Like Minds, London - 28 November 2013
Vendors
6
Big Data is Rubbish: Like Minds, London - 28 November 2013
Vendors
6
Big Data is Rubbish: Like Minds, London - 28 November 2013
Vendors
6
Big Data is Rubbish: Like Minds, London - 28 November 2013
Vendors
6
Big Data is Rubbish: Like Minds, London - 28 November 2013
Vendors
6
Big Data is Rubbish: Like Minds, London - 28 November 2013
Vendors
6
Big Data is Rubbish: Like Minds, London - 28 November 2013
Vendors
6
Big Data is Rubbish: Like Minds, London - 28 November 2013
Vendors
6
“We guarantee in writing that if you buy our product we will make more
money than you...”
- A Cynic
Big Data is Rubbish: Like Minds, London - 28 November 2013
End-Users
7
Big Data is Rubbish: Like Minds, London - 28 November 2013
End-Users
7
80%of Data Warehouse
Projects Failing
Big Data is Rubbish: Like Minds, London - 28 November 2013
End-Users
7
Big Data is Rubbish: Like Minds, London - 28 November 2013
End-Users
7
70-80% of BusinessIntelligence Projects
Failing
Big Data is Rubbish: Like Minds, London - 28 November 2013
End-Users
7
“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
Big Data is Rubbish: Like Minds, London - 28 November 2013
Use by Marketers
8
Big Data is Rubbish: Like Minds, London - 28 November 2013
Use by Marketers
8
“There’s no bigger sucker than a gullible marketer convinced he’s
missing a trend.”
- The Ad Contrarian (Bob Hoffman)
Big Data is Rubbish: Like Minds, London - 28 November 2013
Use by Marketers
8
Big Data is Rubbish: Like Minds, London - 28 November 2013
Use by Marketers
8
Big Data is Rubbish: Like Minds, London - 28 November 2013
Use by Marketers
8
Big Data is Rubbish: Like Minds, London - 28 November 2013
Use by Marketers
8
Big Data is Rubbish: Like Minds, London - 28 November 2013
Use by Marketers
8
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
Big Data is Rubbish: Like Minds, London - 28 November 2013
Use by Marketers
8
Big Data is Rubbish: Like Minds, London - 28 November 2013
Use by Marketers
8
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
9
Big Data is Rubbish: Like Minds, London - 28 November 2013
Use by Marketers
10
Big Data is Rubbish: Like Minds, London - 28 November 2013
Use by Marketers
10
Big Data is Rubbish: Like Minds, London - 28 November 2013
Real Data Science
11
Big Data is Rubbish: Like Minds, London - 28 November 2013
Real Data Science
11
Big Data is Rubbish: Like Minds, London - 28 November 2013
Real Data Science
11
32
Big Data is Rubbish: Like Minds, London - 28 November 2013
Real Data Science
11
32Degrees Fahrenheit
Big Data is Rubbish: Like Minds, London - 28 November 2013
Real Data Science
11
32Degrees FahrenheitIn London
Big Data is Rubbish: Like Minds, London - 28 November 2013
Real Data Science
11
32Degrees FahrenheitIn LondonTomorrow
Big Data is Rubbish: Like Minds, London - 28 November 2013
Real Data Science
11
32Degrees FahrenheitIn London
Where you are goingTomorrow
Big Data is Rubbish: Like Minds, London - 28 November 2013
Real Data Science
11
32Degrees FahrenheitIn London
Where you are goingTomorrow
Increasing Efficiency, Reducing Utility
Big Data is Rubbish: Like Minds, London - 28 November 2013
Real Data Science
11
For more, follow Dave McCrory: @mccrory
32Degrees FahrenheitIn London
Where you are goingTomorrow
Increasing Efficiency, Reducing Utility
Big Data is Rubbish: Like Minds, London - 28 November 2013
Real Data Science
11
Big Data is Rubbish: Like Minds, London - 28 November 2013
Real Data Science
11
Data Valency
Big Data is Rubbish: Like Minds, London - 28 November 2013
Real Data Science
11
Data ValencyThe potential for any data element to be combined with any other in order to provide greater insight
Big Data is Rubbish: Like Minds, London - 28 November 2013
Windows of Observation
12
Big Data is Rubbish: Like Minds, London - 28 November 2013
Windows of Observation
12
Big Data is Rubbish: Like Minds, London - 28 November 2013
Windows of Observation
12
Big Data is Rubbish: Like Minds, London - 28 November 2013
‘Big Data’ is Rubbish
13
Picture Credits: Adam Minter
Big Data is Rubbish: Like Minds, London - 28 November 2013
‘Big Data’ is Rubbish
13
Picture Credits: Adam Minter
Big Data is Rubbish: Like Minds, London - 28 November 2013
‘Just’ Ask
14
With thanks: Randall Munroe, xkcd.org
Big Data is Rubbish: Like Minds, London - 28 November 2013
‘Just’ Ask
14
With thanks: Randall Munroe, xkcd.org
