@aweigend
#CogComm15
London, 2015.10.061
• 1970’s:
Building Computers
• 1980’s:
Connecting Computers
• 1990’s:
Connecting Pages
• 2000’s:
Connecting People
• 2010’s:
Connecting Sensors
• 2020’s:
?
2
3
Starting last century:
Physical interactions
Starting this century:
Social interactions
Today, in a single day,
we are creating more data
than mankind did
from its beginning
through 2000
5
every step you take…
every cake you bake…
every fake you make…
every time you wake…
every time you brake…
every time you break…
every decision you make…
6
Roles Data Play
1. Data for optimization
2. Data as product
3. Data as infrastructure
7
8
google.com/history
15,317
searches
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Value of Data?
Value of Data
=
Impact on Decisions
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Data Rules
1. Start with a question,
not with the data
2. Focus on decisions and actions,
design for feedback
11
Amazon = Data Refinery
Goal: Help people make better decisions
Data Strategy: Make it trivially easy to

Contribute

Connect

Collaborate
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Mobile
• Context: Many sensors
Microphone
Camera
Thermometer
GPS
Barometer
Magnetometer
Gyroscope
Accelerometer
…
• Identity: Proxy for person
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The Journey of Amazon
What changed?
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The Journey of Amazon
What changed?
• Algorithms  Data
•
•
•
•
AI
BI
CI
DI
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What changed, what didn’t?
Changed
Unchanged
• Algorithms  Data
• Ask for forgiveness,
not for permission
• Customer-centricity
• Helping people make
better decisions
• Recommendations
•
•
•
•
AI
BI
CI
DI
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Data Scientist
• Data literate
• Able to handle large data sets
• Understands domain and modeling
• Wants to communicate and collaborate
• Curious with “can-do” attitude
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Amazon = Data Refinery
Goal: Help people make better decisions
Data Strategy: Make it trivially easy to

Contribute

Connect

Collaborate
19
amazon.com
amazon.co.uk
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Amazon: Recommendations
1.
Manual (Experts)
2.
Implicit (Clicks, Searches)
3.
Explicit (Reviews, Lists)
4.
Situation (Local, Mobile)
5.
Connections (Social graph)
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An Experiment in Marketing
Amazon’s Share the Love
Amazon: The C’s of Marketing
• Content
• Context
• Connection
• Conversation
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2000
Markets are Conversations
2014
Conversations are Markets
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Where are the Conversations?
Company
Consumers
Data sources for marketing
a new phone product
Segmentation
(Demographics, Loyalty)
Social Graph
(Who called whom?)
1.35%
Adoption
rate
4.8x
0.28%
Segmentation
Social Graph
Shift in Mindset
Non-Social: Audience
Social: Connected Individual
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Fitness Function
• Also called the Equation of Business
• Expresses your beliefs, mission, values
• Needed for the of evaluation of experiments
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Focus
•
•
•
•
•
•
•
Audience
Associate
Basket
Country
Customer
Household
Lawyer
•
•
•
•
•
•
•
Manufacturer
Product
Register
Shelf
Store
Supplier
Truck
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Focus
•
•
•
•
•
•
•
Audience
Associate
Basket
Country
Customer
Household
Lawyer
•
•
•
•
•
•
•
Manufacturer
Product
Register
Shelf
Store
Supplier
Truck
31
Focus
•
•
•
•
Audience
Associate
Basket
Country
Customer = Connected Individual
• Household
• Lawyer
32
Data Rule #3
1. Start with a question, not with the data
2. Focus on decisions and actions
3. Base your fitness function on metrics
that matter to your customers
33
Data Ecosystem
Create >
Refine
Distribute
> Consume
data.taobao.com
34
New Business Models
Share Economy “Access trumps possession”
 Airbnb,…
 Uber, …
Innovation enabled by data
35
The Essence of Facebook
1. Content creation
2. Content distribution
3. Identity management
36
“On the Internet, nobody knows you’re a dog”
1993
“On the Internet, everybody knows you’re a dog”
2015
Shift in Identity
Non-social: Attributes
Social: Relationships
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• Trust is distributed (across the network)
• History is traceable (via blockchain)
 Digital title for your house
 Digital contracts, signatures…
Innovation enabled by data
40
Summary: Data Rules
1. Start with a question, not with the data
2. Focus on decisions and actions
3. Base your fitness function on metrics
that matter to your customers
4. Embrace transparency
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Summary: Commerce
1. E-commerce
.
2. Me-commerce
.
3. We-c0mmerce
.
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Summary: Commerce
1. E-commerce: Digitize
 Focus on company and products
2. Me-commerce: Share
 Focus on customer and attributes
3. We-c0mmerce: Connect
 Focus on connections between individuals 43
Questions?
1. Do your customers understand the value they
get when they give you data?
2. Does your product or service get better over
time and with data (or worse)?
44
… 1984 – 1994 – 2004 – 2014 …
• How has data (connectivity, cloud, refineries)
changed you in the past years?
• How will data change you, your community,
your business, society in the next few years?
45
Business
Individual
Government
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Thank you
@aweigend
+1 650 906-5906
[email protected]
Berkeley course: sdr2015.com
youtube.com/socialdatarevolution
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A Brief History of Privacy
1. No Privacy
Some inventions (Doors, Chimneys, Cities)
2. Privacy
More inventions (Facebook, Google Glass)
3. Illusion of Privacy
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Framework
Good Bad -
Expected
Unexpected
?
?
?
?
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