why big data will not be the answer to our questions
DESCRIPTION
Keynote on how data can be misleading and how marketers need to find the right context to take action from data to strengthen their brand and keep up their fragile relationship with consumers.TRANSCRIPT
![Page 1: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/1.jpg)
Digital Cities
Why Big Data cannot be the Answer to all our Questions
![Page 2: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/2.jpg)
In 2030, 60% of the World‘s Population will live in Cities.
70% in 2050, going up.
![Page 3: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/3.jpg)
Chicago, a very Smart City Status of realtionship:
Open Source
![Page 4: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/4.jpg)
Two Sources for Data: Man and Machine
![Page 5: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/5.jpg)
90% of all data was generated over the last 2
years
![Page 6: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/6.jpg)
Big Data. The Answer to all our Questions in Marketing?
![Page 7: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/7.jpg)
Large organizations are in love with big data
and big analytics. In fact, back in
March, IDC forecast that the big data
technology and services market is expected to
grow from $3.2 billion in 2010 to $16.9 billion in
2015, while it’s been reported that Deloitte
estimates the size of the big data market at
$1.3-$1.5 billion in 2012.
![Page 8: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/8.jpg)
![Page 9: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/9.jpg)
1 Gram of DNA = 14,000 Blue Ray Discs
![Page 10: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/10.jpg)
Efficiency Customization Intelligence
![Page 11: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/11.jpg)
![Page 12: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/12.jpg)
![Page 13: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/13.jpg)
![Page 14: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/14.jpg)
What does this mean for us as marketing
professionals?
![Page 15: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/15.jpg)
#1 FIND A CONTEXT
![Page 16: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/16.jpg)
![Page 17: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/17.jpg)
Exotic Color = Longer Life
![Page 18: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/18.jpg)
#2 DESIGN TRIGGERS
![Page 19: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/19.jpg)
![Page 20: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/20.jpg)
CLPs, BlowUps, LED Boards
![Page 21: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/21.jpg)
La Grand Dame: 18/1
![Page 22: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/22.jpg)
IE10: Interactive Space
![Page 23: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/23.jpg)
![Page 24: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/24.jpg)
Lookout: My preferences on screen
![Page 25: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/25.jpg)
#1 CONTEXT
#3 GET SENSITIVE
![Page 26: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/26.jpg)
Not everything that technology allows
needs to be applied.
![Page 27: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/27.jpg)
#4 TRIAL THINGS
![Page 28: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/28.jpg)
![Page 29: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/29.jpg)
![Page 30: Why Big Data will not be the answer to our questions](https://reader033.vdocument.in/reader033/viewer/2022051616/5538e3714a79590a7f8b4849/html5/thumbnails/30.jpg)
Sven Weisbrich, CEO Germany E [email protected] T @vicebridge M +49-176-10624205e M