Big Data: What, How & Why. Data Sources: Browse, Buy, Social & Location 5 Data Trends for Retail 7 Retail Case Studies 3 Misconceptions 5 Conclusions

1. DATA FUTUREtwitter @johnbatistich

2. Aqueducts

3. Printing Press

4. GPS

5. Web

6. Mobiles

7. What. How. Why
Transaction + Social + Location
5 Data Trends for Retail
7 Retail Case Studies
3 Misconceptions
5 Conclusions

8. Big Data is the current term used to describe
large volumes and types of information, and
its application to managing customer
relationships and business performance.
ADMA Big Data Taskforce

9. Matthew Fontaine Maury

10. Datafied seafarers previous journeys through
painstaking manual tabulation unlocking
insights & value

11. More data speed
More storage capacity
More processing power
More production tools
More social network usage
More online commerce
More mobile usage

12. Only 1% of what could be connected in the
world is connected.

13. 90% of the data ever created was
collected in the last 2 years.

14. Big Data is characterised by
Volume, Variety, Velocity & Vitality.

15. Transforms retail operations, merchandising &
marketing creating new assets, strategic
partnership, jobs, skills & business systems.

16. “Big data is about making predictions. It’s
now possible to leverage large amounts of
messy, real-world data to build predictive
models that can find patterns, establish
correlations and infer probabilities.”
Mayer-Schonberger & Cukier
Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier

17. “Today we have tools (statistics and
algorithms) and the equipment (digital
processors and storage) necessary to perform
similar tasks much faster, at scale, and in
many different contexts.”
Mayer-Schonberger & Cukier
Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier

18. As connectivity explodes over mobile, ‘internet
of things’ & ‘wearable technology’ there will
be seismic shifts in how we shop, businesses
manage data and how individuals handle their
purchase, social and location data.

19. Connectivity is ever-increasing. By 2020,
there will be 200 Billion connected things:
100 Billion processors shipped
3 Billion utility meters
1.5 Billion vehicles

20. Transforming energy, health, home
appliances, media, transportation, security &
retail

21. Wearable technology data for health & fitness
monitors, smart watches & glasses emerging

22. Apple has a patent for collecting data on
blood oxygenation, heart rate and body
temperature through its audio ear buds
Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier

23. Nike Fuelband

25. Disney Magic Bands

26. Data Sources

27. Browse & purchase behaviour (what, when,
where & who) has dominated data acquisition.

28. Social data provides access to communities
and preference data

29. Brands have access to enormous social data

30. Facebook could become the next credit &
security scoring agency

31. Social data informing real time content

32. Source: Google
Location data emerging.
Context will become the new king.

33. Understanding location and context data
redefines marketing.

34. New Data Assets
& Partnerships

35. Telefonica Dynamic Insights collects mobile
data anonymised & aggregated to define
segment behaviour

38. 5Big Data
Trends for Retail

39. 1. Data Deluge: Building the capability to
capture & interpret the rapidly growing volume
& variety of data.
http://www.retailonlineintegration.com/article/five-big-data-trends-that-are-revolutionizing-retail/2

40. 2. Integrating Investments: Making investments
in new technologies in data warehouses to
store more data & improve the speed of data
analysis integrating into business systems.

41. 3. Understanding Attribution: Leveraging
cross channel data to identify how customers
discover, find, buy, acquire, share experiences &
create relationships with retailers to inform content
http://www.retailonlineintegration.com/article/five-big-data-trends-that-are-revolutionizing-retail/2

42. 4. Improving personalisation: Profiling
customers to support recommendations that
publish personalised contextual content.
http://www.retailonlineintegration.com/article/five-big-data-trends-that-are-revolutionizing-retail/2

43. 5. Privacy: Elevate the consumer experience,
provide utility & security or invade my privacy.

44. 7Case Studies

45. A third of Amazon’s sales
come from personalised
recommendations

46. Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier

47. Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier

48. "My daughter got this in
the mail! She's still in
high school, and you're
sending her coupons for
baby clothes and cribs?
Are you trying to
encourage her to get
pregnant?"
"I had a talk with my
daughter, turns out
there's been some
activities in my house I
haven't been completely
aware of. She's due in
August. I owe you an
apology."
Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier

50. Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier

51. Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier

52. UPS shaved 30 million miles of its drivers’
routes, saving 3 million gallons of fuel and
30,000 metric tons of carbon dioxide
Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier

53. “Prediction gave us knowledge. But after
knowledge is something more: wisdom &
clairvoyance. At some point in time, the
system will be so smart that it will predict
problems and correct them before the user
realises anything is wrong”
Jack Levis UPS Director of Process Management
Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier

54. 3Misconceptions

55. 1. More Data Equals Better Decision-Making.
http://www.mpdailyfix.com/three-common-misconceptions-about-big-data/

56. 2. Customer Data Is Better than Team
Experience. Both experience and data are
valuable when properly collected & evaluated.
http://www.mpdailyfix.com/three-common-misconceptions-about-big-data/

57. 3. Data Eliminates Uncertainty.
The belief that uncertainty can ever be
eliminated leads to unrealistic expectations,
paralysis & frustration.
http://www.mpdailyfix.com/three-common-misconceptions-about-big-data/

58. 5Conclusions

59. 1. We are all just getting started.
Get skilled. Get testing.
2. Transforms retail operations, merchandising &
marketing.
3. Integrate browse, transaction, social & location
data sources for insight.
4. Helps us understand what, where, when & for
whom it is happening but not why.
5. Its about making predictions so we can
personalise with scale.

61. Sources
Big Data. A revolution that will transform how we live, work and think. Viktor
Mayer-Schonberger & Kenneth Cukier
http://www.mpdailyfix.com/three-common-misconceptions-about-big-data/
http://econsultancy.com/au/blog/63594-10-actual-uses-of-big-
data?dm_i=LQI%2C1WVQA%2C9O4YLX%2C6V6IE%2C1&utm_campaign=321373
0_930-daily-pulse-uk-2013-10-
17&utm_medium=email&utm_source=Econsultancy
http://www.retailonlineintegration.com/article/five-big-data-trends-that-are-
revolutionizing-retail/2
http://gigaom.com/2014/03/12/5-things-that-will-remake-big-data-in-the-
next-5-years/
Gartner, Cisco & Google

62. DATA FUTUREtwitter @johnbatistich