Supernova 2009
Taking Data Seriously
Andreas Weigend
info at weigend.com
twitter.com/aweigend:
facebook.com/aweigend
Connecting
Computers
Connecting
Pages
Connecting
People
Underlying?
Data
The amount of data created by each person
doubles every 1.5 … 2 years
□ after five years
 x 10
□ after ten years
 x 100
□ after twenty years
 x 10000
1 billion connected flash players
40 billion RFID tags worldwide
99% DNA
overlap
Time Scales
Technology: ~1 year
Biology: ~100k years
Trash?
Treasure?
How the
Social Data Revolution
Changes (Almost) Everything
Social Data = Shared Data
10
billion
................
pieces of content shared
per month
Social Data = Shared Data
1 billion
videos watched
per .....
day
Taking Data Seriously
Introduction
Data
I
C2B (Customer-to-Business)
II
C2C (Customer-to-Customer)
III
C2W (Customer-to-World)
IV
Insights
Application
Travel
+1 800-4-SCHWAB
Imagine...

You knew all the things people here have bought

You knew all of their friends

You knew their secret desires
... what would you do?
Decision making
Discovery
Recommendations
Impact of recommendations?
5 – 25% increase in sales
creating and refining
product space awareness…
Process of
Shopping?
… only occasionally
punctuated by purchases
How do you know peoples’
secret desires?
Instrument for feedback

Data Sources
Attention
Transactions
Clicks

Intention
Search

Situation
Location
Device
New Data Source

Connection data
C2C
= Customer-to-Customer
Customers share
with each other
Business
Customers
Amazon.com Share the Love
Amazing conversion rates since you chose:
Content
(the item)
Context
(you just bought that item)
Connection
(you ask Amazon to email your
Conversation
(information as
friend)
excuse to communicate)
C2W
= Customer-to-World
Customers share
with everybody
Amazon.com:
Public sharing of interests
Consumers
- Engage
- Share
- Connect
3 times per week
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Customer
Product
Brand
Corner / Oversized Rooms:
Rooms Ending in:
04
Oversized, Corner Room, Quiet
Room
24
Oversized, Corner Room with North
Times Square Views (Higher Floors)
Rooms to Avoid:
Rooms Ending in:
01, 21
Possible Ice Machine / Elevator Noise
08, 17
Limited View Rooms
@aweigend
weigend.com
http://weigend.com/blog