slides

1. BIG
DATA
#mac201

4. 100
petabytes
of
data

5. 1
petabyte
=
1000
terrabytes

6. 1
terrabyte
=
1000
gigabytes

7. 100
petabytes
=
100,000,000
gigabytes

12. Theory
free?
‘Google’s
engineers
didn’t
bother
to
develop
a
hypothesis
about
what
search
terms
–
“flu
symptoms”
or
“pharmacies
near
me”
–
might
be
correlated
with
the
spread
of
the
disease
itself.
The
Google
team
just
took
their
top
50
million
search
terms
and
let
the
algorithms
do
the
work.’
-­‐
HarLord,
2014

14. IdenOfied
key
data
points
associated
with
pregnancy
Hit
enough
indicators
=
receive
vouchers

15. Data
is
cheap

17. As
our
communicaOon,
leisure
and
commerce
have
moved
to
the
internet
and
the
internet
has
moved
into
our
phones,
our
cars
and
even
our
glasses,
life
can
be
recorded
and
quanOfied
in
a
way
that
would
have
been
hard
to
imagine
just
a
decade
ago
(Harford,
2014)

18. 4
big
claims:
1. That
data
analysis
produces
uncannily
accurate
results;
2. That
every
single
data
point
can
be
captured,
making
old
staOsOcal
sampling
techniques
obsolete;
3. That
it
is
unnecessary
to
concentrate
upon
what
causes
what,
because
staOsOcal
correlaOon
tells
us
what
we
need
to
know;
4. That
scienOfic
or
staOsOcal
models
aren’t
needed

19. This
is
a
world
where
massive
amounts
of
data
and
applied
mathemaOcs
replace
every
other
tool
that
might
be
brought
to
bear.
Out
with
every
theory
of
human
behavior,
from
linguisOcs
to
sociology.
Forget
taxonomy,
ontology,
and
psychology.
Who
knows
why
people
do
what
they
do?
The
point
is
they
do
it,
and
we
can
track
and
measure
it
with
unprecedented
fidelity.
With
enough
data,
the
numbers
speak
for
themselves.
-­‐
Anderson,
2008

20. Eisenhower
vs
Stevenson
1952

21. Remington
Rand
UNIVAC
Cost
$1m
in
1952
$8m
inflaOon
adjusted

22. Predicted:
438
to
93

23. Predicted:
438
to
93
Actual:
442
to
89

25. Richard
Whihaker,
Senior
Vice
President
at
SAP
Labs

26. The
amount
of
likes
on
Facebook
can
predict
a
screening's
chance
of
selling
out,
allowing
film
marketers
to
focus
their
ahenOon
on
gekng
the
word
out
amongst
relevant
demographics.
Eugene
Hernandez,
Director
of
Digital
Strategy
at
the
Film
Society
of
Lincoln
Center

28. three

37. "With
the
purchase
of
series,
we
look
at
what
does
well
on
piracy
sites
…
Prison
Break
is
excepOonally
popular
on
piracy
sites.
Kelly
Merryman,
content
acquisiOon
exec
at
NeLlix,
2013

42. “in
large
data
sets,
large
deviaOons
are
vastly
more
ahributable
to
variance
(or
noise)
than
to
informaOon
(or
signal)”
Taleb,
2013

44. Summary
• Big
data
is
being
employed
to
track
digital
media
users
and
their
behaviours
• Offers
new
insights
into
real
world
pracOces
and
preferences
• Incorrect
or
theory
free
assumpOons
can
mean
that
big
data
=
big
errors

45. Images
CC
• JD
Hancock
(2012)
Big
Data
• Michael
Donovan
(2009)
Large
Hadron
Collider
• Torkild
Retvedt
(2009)
Server
room
at
CERN
• Carlos
Luna
(2008)
Google
• Peter
Kirkeskov
Rasmussen
(2014)
Social
Media
• David
Telford
(2011)
082/365
man-­‐flu!
• Mike
Mozart
(2014)
Target
• R2hox
(2013)
data.path
Ryoji.Ikeda
–
4
• Sean
MacEntee
(2010)
social
media
• Kevin
P
Trovini
(2014)
Google
Glass
(Red)
• Sean
MacEntee
(2014)
data
is
oil
• Charis
Tsevis
(2012)
I
Like
Facebook
• R2hox
(2013)
data.path
Ryoji.Ikeda
-­‐
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