prof. alex `sandy’ pentland mit human dynamics lab
TRANSCRIPT
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Prof. Alex `Sandy’ Pentland
MIT
Human Dynamics Labhttp://hd.media.mit.edu
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Copyright 2009, 2010 Alex Pentland
Complexity is simplelook at the generating process, not the leaves
Big Data, Small Problemsuse big data to discover parameters and boundaries
Stone Soup & Big Datapooling data with users to benefit everyone
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Copyright alex pentland 2011, all rights reserved
Corporate Information Flow
Complex!
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Copyright alex pentland 2010, all rights reserved
Nature 1/09
Big Data Says that Humans are Really Pretty Simple
Nature, 1/09`People have been studying this for a long time, but
Alex is raising it up to another level.’
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Two MindsNobel Prize winners Kahneman and Simon:
Humans have two minds
Copyright alex pentland 2011, all rights reserved
FastParallelAutomaticAssociative
SlowSerialControlledRule-based
Habitual (System 1)
Attentive (system 2)
Conceptual RepresentationsPast, Present, FutureCan be evoked by languageC
onte
nt
Pro
cess
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The Sociometric Badge captures interactions with others
Proximity Location Face-to-face interactions Social signals NOT words
Technology Review Top 10 Emerging
Technologies
Sociometric Solutions
Organizations for Humans
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Copyright alex pentland 2011, all rights reserved
Science, 9/2010
204 groups, size 2 – 5 participants
Three Factors: 1. Total Number of contributions 2. Equality of contribution rate 3. Amount of (backchannel) signaling
Group Performance Governed by
Ancient Patterns
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Copyright alex pentland 2011
BAC Call Center
Average Call Handle TimeCohe
sion
of F
ace-
to-F
ace
Net
wor
k
Productivity fromto simple patterns
Waber, Olguin, Pentland
$15M / year savings…..Just by changingcoffee breaks
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Creativity: discovery and
integration Creative groups change between star-shaped network
(exploration) and cohesive network (integration)
…like bees
89% accurate identification of `top creative days’ by socialization and activity measurements (sociometric badge)
Copyright 2011 Alex Pentland Tripathi, Burleson, Gloor, Pentland
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Copyright alex pentland 2011 Olguin, Waber, Kim, Gloor, Pentland
Simple Patterns Account for40% to 60% of Performance
Harvard Business Review: Breakthrough Idea of the Year
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Out In The Wild
Complex!
Copyright 2009, 2010 Alex Pentland
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Big Data Says that Humans Are Really Pretty Simple
Copyright Alex Pentland, 2011
Decisions made by Exposure not friends, information, or arguments
Accounts for 75% – 85% of variance
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Me (Individual 1)
Democrat, but 0.50 to switch to Republican
100% DemocraticIndividual 2
100% RepublicanIndividual 3
Social Influence: Like Immune System
Pan, Altshuler, Pentland
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14
Using sensors in smart phones to obtain different type of social networks.
Call Network
Proximity Network
Friendship Network
Co-location Network
Copyright alex pentland 2011, all rights reserved
FunF Open Source Sensing http://funf.media.mit.edu
Aharony, Pan, Pentland
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Many networks influence conscious decisions
Pan, Aharony, PentlandCopyright alex pentland, 2011
Predicting What You Will Buy
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Big Data and Tribes
Copyright alex pentland 2011
The Next Google …cover Newsweek
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Copyright 2009, 2010 Alex Pentland
Patterns of BuyingThe Next Google … cover Newsweek
iPhoneblackberry
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Copyright 2009, 2010 Alex Pentland
Patterns of HealthThe Next Google … cover Newsweek
HIV
diabetes
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Me (Individual 1)
Democrat, but 0.50 to switch to Republican
100% DemocraticIndividual 2
100% RepublicanIndividual 3
Shaping Behavior: Social Influence
Gompertz function, like immune system Pan, Altshuler, Pentland
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Copyright alex pentland 2011
Mani, Rahwan, Pentland
Twice as efficient as standard incentive mechanisms
Leveraging Social Influence
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PredictedProportionOf PopulationChangingBehavior
Quantitative Shapingvalidated on stock purchases, app downloads
Treatment Cost
Altshuler, Pan, Pentland
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Personal Data & Privacy
“Personal data is the new oil of the internet and the new currency of the digital world.”
—Meglena KunevaEuropean Consumer Commissioner
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Stone Soup & Big Data
The Evolution of A New Consensus
Copyright 2011 Alex Pentland
FTC, Commerce, White House, EU,…Microsoft, Google, Cisco, Qualcomm…Verizon, ATT, FT, BT, Bharti……Mastercharge, Equifax, …ACLU, OpenID,Infocard,….Harvard Law, MIT Media Lab, …
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My Data
Personal Data Stores
Bank DataFinancialData
Bank DataBank Data
Bank Data
Mobility andCall Data
Legal Data
MedicalData
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Trust
Trust
Trust
Securely make offersSecurely make offersto individualsto individuals
PersonalDataStore
PersonalDataStore
PersonalDataStore
PersonalDataStore
PersonalDataStore
PersonalDataStore
OIX, NSTIC, EUUK: mydataVets: blue buttonCopyright alex pentland 2011
Privacy Market
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USE CASE 1
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USE CASE 1 CONTINUED
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`Optimal’ Anonymous Market Discovery:AKA Instant Groupon
USE CASE 2
40th Anniversary of the Internet Grand Challenge
Pickard, Pan, Rahwan,Cebrian,Madan,Crane,Pentland
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The Bottom Line
Big Data and Simple Behavior Models
can make the complex simple
We are moving to a data-driven world,
make sure you secure the data you need!
Copyright alex pentland 2011, all rights reserved
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Copyright alex pentland 2011
Forbes, 8/10, Mining Human Behavior
http://media.mit.edu/~pentland
http://idcubed.org