As our lives are increasingly connected, the personal data we emit in each of our activities becomes a significant industry issue. Let’s explore a world built around big data. Find all the sources of episode 15, “Big data: data, data, give me!” On.
Ah, personal data. It flies everywhere, all around us. Our GPS position. Calories you used walking to the office. How much did you sleep.Details of your bike rides or taxi rides and even your car registration, it’s a wealth of information. All these figures, when properly stored and properly used, are what we call the “Big Data”.
We are the main contributors of this data, voluntarily. It documents all our activities, and it’s only the begining in 2015, there should be 15 billions of devices connected to the Internet, and up to 50 billions in 2020 that’s as many sources to feed the big data.
IBM, the leader in this field invested 24 billions dollars last decade on data analysis solely what a great promise! What’s the issue of this “data bulimia” ? Let’s consider smart homes. Homes, that are full of sensors, which sense our everyday life. Allstate, a US insurance company, offers a 25% rebate to every owner who equips his home.surprising…!
Another market : automobiles. Black boxes in automobiles allow drivers to impact their own statistics. But the insurance company analyse them to create typical profiles, Bonuses and penalties and then typical contracts. Why should they hold back? In France, 70% of drivers are ready to equip their cars in order to get a discount on their contract.
What about health? Axa offers to some of its French customers a connected wristband burnt calories, heartbeat, oxygen rate in blood. They hold a full load of fascinating data And then, the insurance company rewards you. If it detects you have a healthy way of life up to 100 euros, if you walk more than 10 000 footsteps a day. As a happy policyholder, makes an insurer happy.
Let’s talk about credits. Hong Kong based lenddo scans twitter and facebook feeds to see if their customers deserve a credit, or not. Germany’s Kreditech does the same, and analises as much as 8000 parameters, from your location to your online shopping. Or Zest finance, which gets 70 000 feeds to evaluate their customers related risks.
Let’s go further. As there are also risks in politics, Big Data should be helpful in case of elections. Barack Obama’s teams did the right thing fundraising for 2012 democrat campaign reached a record : more than 1 billion dollars. And nearly 70% of this sum came from online donations. Thank you personal data!
Thanks to this information, current president’s staff could aim precisely callings for donations. This same way, they could analyse behaviour of key voters, the unmotivated ones. In Ohio for instance data from 29 000 voters was injected in a computer which simulated 66 000 times the elections following different scenarios. Simulating their behaviour,.
Obama’s teams found out what arguments will make the trick. By the way, Rayid Ghani, Obama’s Data scientist isn’t a novice. In the past big data helped him to maximise revenue from promotions in supermarkets. It is not a question of chance. This data, we produce for free and voluntarily all the time. Allows us to optimise our everyday tasks but also our insurance contracts, bank profits or political arguments. Reducing the risk, big data aims to make the world more profitable a world where those who use this data decide of what is good, or bad.