Big Data in the Cloud Management Theatre - June 18th, 10:30-11:00 With a vastly increased amount of passive data become available on the behaviour of people on the internet, new insights arise on customer journeys, buying, and discovery processes. But how can marketers best capitalise on these insights, and avoid getting lost in a jumble of data? how are insights shaped by the increasing role of mobile? and how can marketers understand how they can set up cloud-based data collection projects.

1. The Value of your
Digital Footprint :
How to capitalize
on Big Data from
Behavioural
Tracking of
Consumers

2. About your digital footprint

3. 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

4. Who is interested?

5. 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?

6. Here is a commercial passport
for travel through the internet…….

7. Let’s have a closer look

8. Sample Population
Meters – user side Cookies – Server side
Rich and
Accurate data
Shallow and
Inaccurate data
Cookies, or people … ?

9. About Wakoopa

10. The operating systems that we cover

11. Our tracking capabilities
Commercially available
First deployments
In closed beta

12. From raw data …

13. … To respondent / event level data …

14. … To our dashboard …

15. SQSActivity EMR
Kamek
*
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
RDS
Metrics
Wakoopa dashboard
AWS
… Via our scalable server architecture

16. So what are the new rules?

17. 1. Combine methods
Five Rules
for researching with Big Data from Passive Tracking

18. 1. Combine methods
2. Start small
Five Rules
for researching with Big Data from Passive Tracking

19. 1. Combine methods
2. Start small
3. Test and kill
Five Rules
for researching with Big Data from Passive Tracking

20. 1. Combine methods
2. Start small
3. Test and kill
4. Team above tools
Five Rules
for researching with Big Data from Passive Tracking

21. Pitfalls and Caveats

22. Twitter panic (the butterfly effect)
Source : Twitter

23. Spurious correlations
Suicides by hanging <-> Lawyers in North Carolina
Source : Tylervigen.com
Correlation :
0.994

24. Rule 5 :
When data comes from
everywhere,
accuracy comes from
you!

25. “ 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

26. Thank you !
Andreas Piani
Business Development Director
Wakoopa – Understand What People do Online
Web : www.wakoopa.com
E-mail : andreas@wakoopa.com
LinkedIn : www.linkedin.com/in/andreaspiani