Big Data

So we hear the term big data banded around a lot, but what exactly does it mean and what use is it to us.

I guess it can mean a few different things depending on what context it’s being referred. Here I will explain a few of examples of big data, why we should care and the role it plays today and will likely play tomorrow in the FutureOfUs

Put simply, it refers to large sets of data, so large that tradition data software can’t manage them. Theses progress from simple data bases to the description of 'Big Data' when usually newly generated data is matched with both existing databases and also other new data sources.

To help bring this to life, consider the information you share in your Facebook profile on your mobile phone. Your age, your relationship status, your hobbies, your music tastes and even your holiday destinations etc etc.

We willingly check into location or post reviews and comments on our social media posts and timelines. All this information is collated by a number of different interested parties and then used to focus adds directly at us.

Think about this further in areas such as the amazing conveniences we enjoy from our next day delivery via amazon (not forgetting the quick google search to make sure we are getting a good deal) and benefits of having our Alex devices on hand to answer any question we chose or to play our favorite tracks or to voice search details of our hobbies and interests.

We willingly share an awful lot of information every day with a range of companies that ‘sells Adds’.

Big Data and Intelligent Marketing based on our preferences is one of the biggest businesses in the Digital World.

So the debate then turns to our Privacy. Is this information sharing an invasion of our privacy?.....No, put simply it isn't, as we probably signed up to this many years ago, possibly unknowingly and certainly unaware at the time how this might be used to sell to us further down the line. Data privacy is a whole topic in itself and I’ve dedicated a blog/chapter to this topic, in which I will explain this further and consider how we can take steps to regain our privacy in our ever connected world. Here I want to focus instead of the wider use cases in the argument for' Big Data'

Staying with Ad's for a moment and parking the privacy aspect for a second. As a tech savvy shopper, when I visit a stores website, such as amazon, I kind of want it to select adverts that are suitable to my interests and personally I'm happy to share a level of information in order to have a more tailored and personalized shopping experience on a stores website. Also If I've been looking at something of interest on the web or browsing in online stores for prices, I would like to know if someone has a 'great deal' for me. I will of course then 'google it' to make sure it is said good deal of course (I'm from Yorkshire) I'd also like the experience to be slightly more personalized, I like to be welcomed back to a site and for it to be acknowledged that I'm a valued customer, with recommendations and reminders. Respecting my GDPR tick boxes of course, but it might be nice to recognise that I bought flowers twice at the same time of year for a birthday or celebration and for someone to offer me a timely reminder or suggestion to do the same again. Busy market places with mass competition now sees margins draw very thin and the difference on prices for pretty much any goods, often very close in comparison. Slick websites with Fast Check Out and Next Day deliveries have moved from nice to have to givens, putting even more focus on the personalisation of the service we experience. Using Big Data and advanced analytics are becoming important 'Digital Differentiation’ 75% of consumers would happily opt into service that provide relevant ads and suitable offers.

Locations services are another key element and use case for Big Data. I travel a lot in my day job and often find myself in new locations overnight and really don’t want to spend time looking for somewhere to eat nearby, with good reviews. If my Big Data profile shows that a fan or Pizza's and the hotel I'm booked into is near two or three great Pizza restaurants, I would actually like to be notified of any offers available and it’s a two way street, I'm sure the restaurants would like the opportunity to alert me of their offers. To me this is win, win as I can choose the best fit based on my mood and desired spend that day.

What’s the Future of Big Data?

So what is the future of Big Data and our privacy? So the privacy aspect of the debate will continue for sure, with strong arguments on both sides turning our heads in interest and we will keep reconsidering our opinion and views

Data protection regulations to protect our privacy and , (such as GDPR) will come under scrutiny and be reviewed, assessed, tweaked and re-introduced to help keep us safe and protected but they are likely to be slow in arriving as the pace of change is outstripping the knowledge of the powers that be in my opinion. Wider Government intervention is needed and

Again there is no crystal ball but here are my key predictions for the future of Big Data

Predictions for the Future of Big Data

• Innovation, vote in and opt in marketing solutions

• Big Data Ai databases

• Public Data Search Services

• Big Data Mutual Matching

Please note: This section will be updated very soon. Currently awaiting further research statistics to support my predictions