[Music] well first of all thank you for having
well first of all thank you for having
well first of all thank you for having me great honor and I want to talk to you
me great honor and I want to talk to you
me great honor and I want to talk to you today about Big Data when we hear that
today about Big Data when we hear that
today about Big Data when we hear that word a lot of us think about privacy
word a lot of us think about privacy
word a lot of us think about privacy related issues and let’s get a lot of
related issues and let’s get a lot of
related issues and let’s get a lot of bad press lately
bad press lately
bad press lately so let’s talk about how big data and
so let’s talk about how big data and
so let’s talk about how big data and technology in general is actually making
technology in general is actually making
technology in general is actually making us more human so first of all what is
us more human so first of all what is
us more human so first of all what is Big Data buzzword you know what are
Big Data buzzword you know what are
Big Data buzzword you know what are characteristics of big data it’s big
characteristics of big data it’s big
characteristics of big data it’s big kind of profound true if you come up
kind of profound true if you come up
kind of profound true if you come up with after two masters degree in one way
with after two masters degree in one way
with after two masters degree in one way to a certificate but drugs USADA we
to a certificate but drugs USADA we
to a certificate but drugs USADA we can’t even fathom and it’s mind-boggling
can’t even fathom and it’s mind-boggling
can’t even fathom and it’s mind-boggling how much data is there not humanly
how much data is there not humanly
how much data is there not humanly manageable not by a single person that
manageable not by a single person that
manageable not by a single person that by a team not even by a single nation so
by a team not even by a single nation so
by a team not even by a single nation so we definitely need technology to assist
we definitely need technology to assist
we definitely need technology to assist us there another characteristic is that
us there another characteristic is that
us there another characteristic is that it’s extremely diverse a variety of data
it’s extremely diverse a variety of data
it’s extremely diverse a variety of data now back in the days when people were
now back in the days when people were
now back in the days when people were looking at multi relational databases
looking at multi relational databases
looking at multi relational databases you know there was a question is it a a
you know there was a question is it a a
you know there was a question is it a a char of our char so we’re thinking in
char of our char so we’re thinking in
char of our char so we’re thinking in terms of text now we’re thinking in
terms of text now we’re thinking in
terms of text now we’re thinking in terms of images videos sound file and so
terms of images videos sound file and so
terms of images videos sound file and so on and so forth extremely diverse third
on and so forth extremely diverse third
on and so forth extremely diverse third characteristic is that exponentially
characteristic is that exponentially
characteristic is that exponentially increasing as I’m talking it’s probably
increasing as I’m talking it’s probably
increasing as I’m talking it’s probably some trillion of zeros and ones of data
some trillion of zeros and ones of data
some trillion of zeros and ones of data is that I think generated quite now how
is that I think generated quite now how
is that I think generated quite now how is it created so traditional model we’ve
is it created so traditional model we’ve
is it created so traditional model we’ve get businesses with an army of data
get businesses with an army of data
get businesses with an army of data entry folks that they’re entering the
entry folks that they’re entering the
entry folks that they’re entering the customers data now we’re moving more and
customers data now we’re moving more and
customers data now we’re moving more and more towards users generating the data
more towards users generating the data
more towards users generating the data themselves are bad themselves either
themselves are bad themselves either
themselves are bad themselves either actively let’s say you create a social
actively let’s say you create a social
actively let’s say you create a social media profile or passively not even
media profile or passively not even
media profile or passively not even knowing it you’re creating big data when
knowing it you’re creating big data when
knowing it you’re creating big data when you’re interacting on the web or using
you’re interacting on the web or using
you’re interacting on the web or using other platform
what kind of data do we leave behind us
what kind of data do we leave behind us age gender interest location income and
age gender interest location income and
age gender interest location income and you might wonder for some of you you
you might wonder for some of you you
you might wonder for some of you you know well how do we leave all that is
know well how do we leave all that is
know well how do we leave all that is that on purpose well again it’s
that on purpose well again it’s
that on purpose well again it’s passively and actively location first
passively and actively location first
passively and actively location first thing that comes to mind would be your
thing that comes to mind would be your
thing that comes to mind would be your IP address so typically associated with
IP address so typically associated with
IP address so typically associated with a specific specific geolocation
a specific specific geolocation
a specific specific geolocation coordinates but then we can also think
coordinates but then we can also think
coordinates but then we can also think about this from a human standpoint you
about this from a human standpoint you
about this from a human standpoint you know there are humans are there who
know there are humans are there who
know there are humans are there who interpret big data and make inferences
interpret big data and make inferences
interpret big data and make inferences example I don’t know if you’ve heard of
example I don’t know if you’ve heard of
example I don’t know if you’ve heard of something called Vegemite it’s big in
something called Vegemite it’s big in
something called Vegemite it’s big in Australia it’s basically made with
Australia it’s basically made with
Australia it’s basically made with leftover beer yeasts and as before lunch
leftover beer yeasts and as before lunch
leftover beer yeasts and as before lunch to make sure of it giving you something
to make sure of it giving you something
to make sure of it giving you something appetizing to think about so let’s say
appetizing to think about so let’s say
appetizing to think about so let’s say you look for Vegemite a lot so we’re
you look for Vegemite a lot so we’re
you look for Vegemite a lot so we’re probably going to assume you’re
probably going to assume you’re
probably going to assume you’re Australian or but you’re in Australia so
Australian or but you’re in Australia so
Australian or but you’re in Australia so the inferences and assumptions being met
the inferences and assumptions being met
the inferences and assumptions being met or we’re going to assume just have some
or we’re going to assume just have some
or we’re going to assume just have some really really weird taste buds so one of
really really weird taste buds so one of
really really weird taste buds so one of the two income tier depending on your
the two income tier depending on your
the two income tier depending on your zip code you can correlate that with you
zip code you can correlate that with you
zip code you can correlate that with you in census data and start getting a more
in census data and start getting a more
in census data and start getting a more granule picture of what kind of user you
granule picture of what kind of user you
granule picture of what kind of user you go are and lots of information about you
go are and lots of information about you
go are and lots of information about you hi is it collected well they start over
hi is it collected well they start over
hi is it collected well they start over the newest shiniest and the brightest
the newest shiniest and the brightest
the newest shiniest and the brightest first IOT so we live in the age of the
first IOT so we live in the age of the
first IOT so we live in the age of the Internet of Things if you have a smart
Internet of Things if you have a smart
Internet of Things if you have a smart home if you don’t have a smartphone home
home if you don’t have a smartphone home
home if you don’t have a smartphone home you know doesn’t mean you have a dumb
you know doesn’t mean you have a dumb
you know doesn’t mean you have a dumb home but typically what we mean by smart
home but typically what we mean by smart
home but typically what we mean by smart home is that you have a firmest at is
home is that you have a firmest at is
home is that you have a firmest at is connected to your Wi-Fi setting
connected to your Wi-Fi setting
connected to your Wi-Fi setting information out there so that we can
information out there so that we can
information out there so that we can know more about you know what your
know more about you know what your
know more about you know what your preferences are when you come home from
preferences are when you come home from
preferences are when you come home from work and of turning it back up to 72 or
work and of turning it back up to 72 or
work and of turning it back up to 72 or 71 and so on and so forth so we had a
71 and so on and so forth so we had a
71 and so on and so forth so we had a lot of devices physical devices now
lot of devices physical devices now
lot of devices physical devices now being connected to the web sending data
being connected to the web sending data
being connected to the web sending data at any given time of course cause like
at any given time of course cause like
at any given time of course cause like also a smartphone apps that typically
also a smartphone apps that typically
also a smartphone apps that typically request permissions whether or not you
request permissions whether or not you
request permissions whether or not you read those it’s kind of like the terms
read those it’s kind of like the terms
read those it’s kind of like the terms and conditions on
and conditions on
and conditions on most people skip over but it they’re
most people skip over but it they’re
most people skip over but it they’re interesting what those permissions are
interesting what those permissions are
interesting what those permissions are they can be about interacting with other
they can be about interacting with other
they can be about interacting with other apps on your phone very for collecting
apps on your phone very for collecting
apps on your phone very for collecting data from those apps or most simple
data from those apps or most simple
data from those apps or most simple permission is geolocation which in the
permission is geolocation which in the
permission is geolocation which in the field of digital advertising is also
field of digital advertising is also
field of digital advertising is also becoming huge we have meant our
becoming huge we have meant our
becoming huge we have meant our companies now that sale lists to
companies now that sale lists to
companies now that sale lists to businesses that let’s say you’ve been to
businesses that let’s say you’ve been to
businesses that let’s say you’ve been to a particular car dealership your
a particular car dealership your
a particular car dealership your smartphone was on geolocation was on all
smartphone was on geolocation was on all
smartphone was on geolocation was on all of a sudden we’re going to figure out
of a sudden we’re going to figure out
of a sudden we’re going to figure out well because you’ve been to that car
well because you’ve been to that car
well because you’ve been to that car dealership about a week ago you’re very
dealership about a week ago you’re very
dealership about a week ago you’re very likely to want to hear about the
likely to want to hear about the
likely to want to hear about the competitor and we’re able to target ads
competitor and we’re able to target ads
competitor and we’re able to target ads based on where you’ve been a week or
based on where you’ve been a week or
based on where you’ve been a week or month ago because you had geolocation
month ago because you had geolocation
month ago because you had geolocation turn on whether or not you did it on
turn on whether or not you did it on
turn on whether or not you did it on purpose and again that kind of brings us
purpose and again that kind of brings us
purpose and again that kind of brings us to being more cognizant and you know
to being more cognizant and you know
to being more cognizant and you know taking control being more active in our
taking control being more active in our
taking control being more active in our choices their loyalty programs that’s
choices their loyalty programs that’s
choices their loyalty programs that’s the old-fashioned can you go to your
the old-fashioned can you go to your
the old-fashioned can you go to your favorite grocery stores can you card
favorite grocery stores can you card
favorite grocery stores can you card again lots of data being generated about
again lots of data being generated about
again lots of data being generated about what kind of products do you like to buy
what kind of products do you like to buy
what kind of products do you like to buy during the last election campaign as for
during the last election campaign as for
during the last election campaign as for getting a lot of calls like everybody
getting a lot of calls like everybody
getting a lot of calls like everybody else and ask you know because it’s a
else and ask you know because it’s a
else and ask you know because it’s a field I’m working in you know how why me
field I’m working in you know how why me
field I’m working in you know how why me so if you’re like well based on you know
so if you’re like well based on you know
so if you’re like well based on you know actually where you shop and you know
actually where you shop and you know
actually where you shop and you know those products and had a long
those products and had a long
those products and had a long conversation with one of a data
conversation with one of a data
conversation with one of a data scientists for that particular campaign
scientists for that particular campaign
scientists for that particular campaign where it turns out that my shopping
where it turns out that my shopping
where it turns out that my shopping habits apparently reflect that I’m of a
habits apparently reflect that I’m of a
habits apparently reflect that I’m of a particular political persuasion which
particular political persuasion which
particular political persuasion which might or might not be true so loyalty
might or might not be true so loyalty
might or might not be true so loyalty programs big part and then we’ve got the
programs big part and then we’ve got the
programs big part and then we’ve got the most obvious of all website visits you
most obvious of all website visits you
most obvious of all website visits you know the old cookie thing and that
know the old cookie thing and that
know the old cookie thing and that brings me to my sick mother point there
brings me to my sick mother point there
brings me to my sick mother point there 46 percent staggering number according
46 percent staggering number according
46 percent staggering number according to a study by a company called clutch
to a study by a company called clutch
to a study by a company called clutch 2016 Small Business Survey 46 percent of
2016 Small Business Survey 46 percent of
2016 Small Business Survey 46 percent of small businesses do not even have
small businesses do not even have
small businesses do not even have websites at all so that means they’re
websites at all so that means they’re
websites at all so that means they’re not even collecting the most basic kind
not even collecting the most basic kind
not even collecting the most basic kind of data about their user base or the
of data about their user base or the
of data about their user base or the customers or potential customers how can
customers or potential customers how can
customers or potential customers how can business you
business you
business you big data tools precision and relevancy
big data tools precision and relevancy
big data tools precision and relevancy so we can target the right customer for
so we can target the right customer for
so we can target the right customer for the product managers the right customer
the product managers the right customer
the product managers the right customer also the right customer at the right
also the right customer at the right
also the right customer at the right stage is that concept of marketing
stage is that concept of marketing
stage is that concept of marketing funnel we’re in the initial stage we’ve
funnel we’re in the initial stage we’ve
funnel we’re in the initial stage we’ve got brand awareness people just hear
got brand awareness people just hear
got brand awareness people just hear about your product or your brand and
about your product or your brand and
about your product or your brand and they’re interested but they’re not quite
they’re interested but they’re not quite
they’re interested but they’re not quite ready to buy and then we get intent
ready to buy and then we get intent
ready to buy and then we get intent while you’re thinking more about buying
while you’re thinking more about buying
while you’re thinking more about buying and then we’ve got conversion they’re
and then we’ve got conversion they’re
and then we’ve got conversion they’re ready to make the purchase so that’s the
ready to make the purchase so that’s the
ready to make the purchase so that’s the time where you wanna yeah you bet you
time where you wanna yeah you bet you
time where you wanna yeah you bet you click on that window the X out and you
click on that window the X out and you
click on that window the X out and you get a pop-up message it says hey today
get a pop-up message it says hey today
get a pop-up message it says hey today only 30% off that’s a good time to offer
only 30% off that’s a good time to offer
only 30% off that’s a good time to offer that with that something like your
that with that something like your
that with that something like your product it’s not worth anything because
product it’s not worth anything because
product it’s not worth anything because that person might be ready to buy so
that person might be ready to buy so
that person might be ready to buy so it’s targeting the right people but also
it’s targeting the right people but also
it’s targeting the right people but also at the right time so precision and
at the right time so precision and
at the right time so precision and relevancy what are alternatives to
relevancy what are alternatives to
relevancy what are alternatives to change
change
change well first one is inertia going back to
well first one is inertia going back to
well first one is inertia going back to my strong and theme take the ostrich
my strong and theme take the ostrich
my strong and theme take the ostrich stick your head in sand and say this is
stick your head in sand and say this is
stick your head in sand and say this is not happening
not happening
not happening i’ma keep on doing business the same way
i’ma keep on doing business the same way
i’ma keep on doing business the same way I’ve been doing business and keep on
I’ve been doing business and keep on
I’ve been doing business and keep on going straight second alternative to
going straight second alternative to
going straight second alternative to change would be anger so back in 1811
change would be anger so back in 1811
change would be anger so back in 1811 for about five years till 1816 the
for about five years till 1816 the
for about five years till 1816 the Luddites were wool textile workers who
Luddites were wool textile workers who
Luddites were wool textile workers who decided that the best way to fight
decided that the best way to fight
decided that the best way to fight change which to go destroy machinery so
change which to go destroy machinery so
change which to go destroy machinery so we had the Industrial Revolution in
we had the Industrial Revolution in
we had the Industrial Revolution in England volatize decided you know we
England volatize decided you know we
England volatize decided you know we were going to stop change by destroying
were going to stop change by destroying
were going to stop change by destroying the machines spoiler alert it didn’t
the machines spoiler alert it didn’t
the machines spoiler alert it didn’t work too well we lost so back to inertia
work too well we lost so back to inertia
work too well we lost so back to inertia as a great quote from Sir Isaac Newton
as a great quote from Sir Isaac Newton
as a great quote from Sir Isaac Newton says that every body continues in its
says that every body continues in its
says that every body continues in its state of rest or uniform motion in a
state of rest or uniform motion in a
state of rest or uniform motion in a right line unless it is compelled to
right line unless it is compelled to
right line unless it is compelled to change that state by forces impressed
change that state by forces impressed
change that state by forces impressed upon it
do we need to be forced to change it’s a
do we need to be forced to change it’s a question seems like most of the time we
question seems like most of the time we
question seems like most of the time we do so instead of resisting change what
do so instead of resisting change what
do so instead of resisting change what can we do to embrace it well we can get
can we do to embrace it well we can get
can we do to embrace it well we can get personal how many of you know how many
personal how many of you know how many
personal how many of you know how many hours you slept last year when you got a
hours you slept last year when you got a
hours you slept last year when you got a Fitbit I liked it not too many that only
Fitbit I liked it not too many that only
Fitbit I liked it not too many that only one person in the audience how many of
one person in the audience how many of
one person in the audience how many of you know how many times you watched a
you know how many times you watched a
you know how many times you watched a particular show lassie emits so many
particular show lassie emits so many
particular show lassie emits so many things about ourselves that we don’t
things about ourselves that we don’t
things about ourselves that we don’t know because typically we don’t collect
know because typically we don’t collect
know because typically we don’t collect data about ourselves most of us don’t so
data about ourselves most of us don’t so
data about ourselves most of us don’t so businesses have a chance to really
businesses have a chance to really
businesses have a chance to really present you with choices that are more
present you with choices that are more
present you with choices that are more suited for your taste many times we end
suited for your taste many times we end
suited for your taste many times we end up with information paralysis there’s so
up with information paralysis there’s so
up with information paralysis there’s so many choices today the problem is not
many choices today the problem is not
many choices today the problem is not lack of options scarcities to the
lack of options scarcities to the
lack of options scarcities to the problem back in the days now it’s not
problem back in the days now it’s not
problem back in the days now it’s not it’s quite the opposite problem is how
it’s quite the opposite problem is how
it’s quite the opposite problem is how do we make the right choices and we need
do we make the right choices and we need
do we make the right choices and we need help because there are too many choices
help because there are too many choices
help because there are too many choices so businesses can help you to make
so businesses can help you to make
so businesses can help you to make better choices by using big data and
better choices by using big data and
better choices by using big data and really we can fund a lot of ourselves I
really we can fund a lot of ourselves I
really we can fund a lot of ourselves I have a news cable for long terms of my
have a news cable for long terms of my
have a news cable for long terms of my favourite online streaming movie company
favourite online streaming movie company
favourite online streaming movie company many times our turn on and like yet
many times our turn on and like yet
many times our turn on and like yet don’t really know what I want to watch
don’t really know what I want to watch
don’t really know what I want to watch because I’ve been thinking all they’ve
because I’ve been thinking all they’ve
because I’ve been thinking all they’ve been working all day so now is not the
been working all day so now is not the
been working all day so now is not the time where I want to spend five hours
time where I want to spend five hours
time where I want to spend five hours going through hundreds and hundreds of
going through hundreds and hundreds of
going through hundreds and hundreds of documentaries and movies and then all of
documentaries and movies and then all of
documentaries and movies and then all of a sudden I get this you know you want to
a sudden I get this you know you want to
a sudden I get this you know you want to watch a documentary about the life of
watch a documentary about the life of
watch a documentary about the life of ants and I’m like yes I do they are
ants and I’m like yes I do they are
ants and I’m like yes I do they are exactly what I wanted you I didn’t know
exactly what I wanted you I didn’t know
exactly what I wanted you I didn’t know what I did we actually really I liked it
what I did we actually really I liked it
what I did we actually really I liked it so all of a sudden my life gets a whole
so all of a sudden my life gets a whole
so all of a sudden my life gets a whole lot better and have entertainments of
lot better and have entertainments of
lot better and have entertainments of what qualifies as entertainment for me
what qualifies as entertainment for me
what qualifies as entertainment for me the so really big data can also help us
the so really big data can also help us
the so really big data can also help us to know ourselves better it’s not just
to know ourselves better it’s not just
to know ourselves better it’s not just businesses knowing about ourselves it’s
businesses knowing about ourselves it’s
businesses knowing about ourselves it’s really finding it more about ourselves
really finding it more about ourselves
really finding it more about ourselves and if you start collecting data
and if you start collecting data
and if you start collecting data you know all term is journaling you know
you know all term is journaling you know
you know all term is journaling you know in journaling with actual data about
in journaling with actual data about
in journaling with actual data about yourself it you’d be amazed about what
yourself it you’d be amazed about what
yourself it you’d be amazed about what you found out about who you really are
you found out about who you really are
you found out about who you really are because we never stop finding out about
because we never stop finding out about
because we never stop finding out about who we are truly that’s a great tool so
who we are truly that’s a great tool so
who we are truly that’s a great tool so businesses can also treat us more like
businesses can also treat us more like
businesses can also treat us more like individuals instead of just faceless
individuals instead of just faceless
individuals instead of just faceless customers not just knowing us by our
customers not just knowing us by our
customers not just knowing us by our preferences but also by you know the
preferences but also by you know the
preferences but also by you know the better choices that would be more suited
better choices that would be more suited
better choices that would be more suited for us because in the end really we’re
for us because in the end really we’re
for us because in the end really we’re afraid of change we’re afraid of
afraid of change we’re afraid of
afraid of change we’re afraid of Technology we’re concerned about privacy
Technology we’re concerned about privacy
Technology we’re concerned about privacy we’re also a frediting replaced and made
we’re also a frediting replaced and made
we’re also a frediting replaced and made irrelevant by technology but I don’t
irrelevant by technology but I don’t
irrelevant by technology but I don’t think technology is making is irrelevant
think technology is making is irrelevant
think technology is making is irrelevant at all as human beings quite the
at all as human beings quite the
at all as human beings quite the opposite I think it’s making us more
opposite I think it’s making us more
opposite I think it’s making us more human because we can finally be freed
human because we can finally be freed
human because we can finally be freed from the enslavement we have of just
from the enslavement we have of just
from the enslavement we have of just performing the same repetitive tasks
performing the same repetitive tasks
performing the same repetitive tasks over and over that’s not being human
over and over that’s not being human
over and over that’s not being human that’s being a robot and for way too
that’s being a robot and for way too
that’s being a robot and for way too long we’ve been enslaved by repetitive
long we’ve been enslaved by repetitive
long we’ve been enslaved by repetitive tasks now we have enough options when
tasks now we have enough options when
tasks now we have enough options when you look at technology and big data to
you look at technology and big data to
you look at technology and big data to actually concentrate on what makes us
actually concentrate on what makes us
actually concentrate on what makes us human that unique mix of emotion logic
human that unique mix of emotion logic
human that unique mix of emotion logic perception and really concentrate on
perception and really concentrate on
perception and really concentrate on making sense of it data because it’s not
making sense of it data because it’s not
making sense of it data because it’s not about generating the amount that matters
about generating the amount that matters
about generating the amount that matters it’s about interpreting the data and
it’s about interpreting the data and
it’s about interpreting the data and analyzing it and nobody’s better suited
analyzing it and nobody’s better suited
analyzing it and nobody’s better suited than us so we cannot concentrate on that
than us so we cannot concentrate on that
than us so we cannot concentrate on that part instead of trying to enter the data
part instead of trying to enter the data
part instead of trying to enter the data generate the data and so on and so forth
generate the data and so on and so forth
generate the data and so on and so forth so we really don’t have to fear change
so we really don’t have to fear change
so we really don’t have to fear change is an opportunity to reinvent the way we
is an opportunity to reinvent the way we
is an opportunity to reinvent the way we do business technology and big data can
do business technology and big data can
do business technology and big data can allow us not just businesses but
allow us not just businesses but
allow us not just businesses but everybody to really get to know
everybody to really get to know
everybody to really get to know ourselves in order to become more
ourselves in order to become more
ourselves in order to become more personal and have this relationship with
personal and have this relationship with
personal and have this relationship with each other so change is really a chance
each other so change is really a chance
each other so change is really a chance to become more human I mean a school of
to become more human I mean a school of
to become more human I mean a school of science and maths I couldn’t resist you
science and maths I couldn’t resist you
science and maths I couldn’t resist you know everybody’s learn about the
know everybody’s learn about the
know everybody’s learn about the community property of editions that says
community property of editions that says
community property of editions that says that one plus two is seven two plus one
that one plus two is seven two plus one
that one plus two is seven two plus one well I want you to forget about that for
well I want you to forget about that for
well I want you to forget about that for a second and when you think about change
a second and when you think about change
a second and when you think about change thinking about change equals beginning
thinking about change equals beginning
thinking about change equals beginning plus and I want you to think about
plus and I want you to think about
plus and I want you to think about change equals and plus beginning thank
change equals and plus beginning thank
change equals and plus beginning thank you
you
you [Music]
[Music]
[Music] [Applause]
[Applause]
[Applause] [Music]
”
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