Slides of the course on big data by Clement Levallois from EMLYON Business School.
For business students. Check the online video connected with these slides.
-> How data opens vast perspectives on localization
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Data & Localization
1.
Localization -> new dimensions!
2.
Maps, maps, maps
3.
Geospatial data and the need for new data structures
4.
Two companions: personalization and real time
5.
Territories: data is local
6.
Distributed systems: beyond local?
Looking at localization in different ways
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1. New dimensions
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Localization connects activities to physical space
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This adds at least 4 interesting dimensions to data
Place: Where is this activity happening?
Distance: Are these two agents neighbors?
Movement: Is this agent travelling?
(together with speed and acceleration)
Structure: How are these agents and activities configured in space?
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Example 1
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Facebook new ad feature:
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“Helping Local Businesses Reach More Customers”
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Target ads to people living in a radius around your store.
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Can also target people who have been recently in this radius.
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https://www.facebook.com/business/news/facebook-local-awareness
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Example 2
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Lyon Smart Data
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An initiative by the city of Lyon
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Making data open to foster innovation for citizens and businesses
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Includes many datasets with geographical relevance
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Similar initiatives in large cities:
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Beijing City Lab
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2. Maps, maps, maps
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Maps speed up understanding
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Maps make data understandable by a wide audience
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All visible at once, while zoom allows for details as well
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Multiple information layers (colors, symbols, …)
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Keep in mind: maps are always political
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Watch this extract from the TV series "The West Wing“, Season 2, Episode 16:
https://www.youtube.com/watch?v=vVX-PrBRtTY
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Example
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Every single building of the Netherlands on a map
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Colored by year of construction
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With function (retail or housing?) and surface highlighted
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Zoomable and draggable.
The city center of Leiden: http://code.waag.org/buildings/
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Key resources in map-making
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Stamen
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Agency based in San Francisco
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Hire them or check their work
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Mapbox.com
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SaaS to create interactive maps in web pages and mobile apps.
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OpenStreetMap
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A crowd sourced open source map of the world. Available through API.
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3. How to represent “space” in data format?
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Traditionally stored in tables in relational databases, queried with SQL.
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Query on the table, then exported to a Geographical Information System (GIS) for representation and analysis
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Leaders: ArcGIS an QGIS
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Problem at the query stage. How to ask to extract these data from the table?
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« Return all customers living between point A and B »
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« List all customers who live at less than one mile from each other »
-> Traditional relational databases, which are made of tables like the one above, cannot process this kind of query efficiently.
Customer
Address
Customer 1
67 Pelikaanstraar, Leiden 2314 CR
Customer 2
12 Breestraat, Rotterdam 3046 DM
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Emerging solutions to work with space
1.
SQL solutions
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Microsoft SQL server since 2008
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Possible to store and query “geometric” and “geographic” objects
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Possible to use complex queries on these objects
2.
NoSQL solutions
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CartoDB: specializing in geospatial data + mapping.
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Neo4J Spatial enables to mix the logics of networks with places in the data, so that you can make such queries on your data:
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"Select all streets in the Municipality of NYC where at least 2 of my friends are walking right now."
3.
Javascript leading the way!
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GeoJSon and TopoJSon: 2 data formats to represent geometric and geographic data developed for Javascript applications – and beyond.
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4. Two friends for localization: personalization and real-time
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Knowing the person, its location, at a precise time unlocks meaningful push notifications
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Push notifications are these alerts sent by an app on your mobile, visible as transient icons.
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Gets “push marketing” back on solid foundations:
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Push marketing actions only to the right person, at the right place, at the right time (and at the right frequency!)
You’ve got mail!
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Now for different (opposite?) approaches to localization
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Territories
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Not just people are localized. Data is local, too.
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Distributed systems
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Some projects attempt to build completely decentralized systems of transactions, functioning freely and immune from local regulations.
≠
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5. Localization is about people and territories
Data is a fungible and universal material (just 0s and 1s)
and yet …
The logic of territories is shaping data: there is a geography of data.
Cultural, social, political, linguistic, economic dimensions to data.
Frederic Martel
Published in French in 2014,
Available in English in 2015.
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Examples
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Data protection: not all countries are equal
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http://www.darkreading.com/cloud/privacy-security-and- the-geography-of-data-protection-/a/d-id/1315480
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Data handling devices
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India and Africa have ++ share of mobile devices
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Data production
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The uneven geography of Mechanical Turk
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6. Distributed systems – the end of territories?
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Libertarian dream of the cypher-punks:
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Individuals transact without consideration of their nationality, currency, legal system, political regime.
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Bitcoin
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the currency for these transactions?
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Torrents
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The exchange platform for numeric goods?
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Ethereum
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the platform where these transactions are created and exchanged?
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In practice
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Organizations, banking, voting systems, … any aggregated human activity could emerge without reference to local territories or institutions. Just groups of individuals transacting voluntarily and securely.
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This slide presentation is part of a course offered by EMLYON Business School (www.em-lyon.com)
Contact Clement Levallois (levallois [at] em-lyon.com) for more information.