Presentation for Pitney Bowes 3rd Annual Data Day
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Transcript of Presentation for Pitney Bowes 3rd Annual Data Day
5 Misconceptions about Personal Data: Why we need a people-centred approach Abby Margolis, Claro Partners
Claro Partners | Naviga1ng disrup1ve shi6s
Claro helps corpora1ons and startups to navigate disrup've shi,s in society and business
From data-centric to people-centric
• Shift in thinking about data, from what is technologically possible to what is of new benefit to individuals
• Demonstrate why the personal data economy is a disruptive new opportunity space
• Address five common misconceptions in the data conversation that don’t apply to Personal Data
• Introduce some principles to promote a people-centred approach
@claropartners
#personaldata
Every time we interact, communicate, access, share, recommend, download and record, we cast a digital shadow of our activities
Businesses are collecting and stockpiling personal data, convinced that bigger is better; this is resulting in a big data boom
OLD DATA EXPERIENCES NEW DATA EXPERIENCES
Not just more data but new data experiences
Our research was grounded in the belief that we need to start with the person rather than the data. Instead of looking at data to try and understand what it might tell us about human behaviour, we started by looking into human behaviour to see what it could
tell us about the role of data in their everyday lives.
Six month, global consortium investigating personal data experiences
We saw a new opportunity emerging… one not built on BIG DATA, but on personal data.
We call this the Personal data economy
We call this the Personal data economy An economy that repositions the value of personal data within the individual’s experience
Social Internet of Things
Data Interfaces
Self-tracking
Predictions
Crowd Data
Identity
Access Management
Recommendation / Discovery
Local business review and discovery
game
Local Discovery
(things)
Proximity based social discovery
service
Proximity Based Connections
(aggregated)
Interface to your bank, helping to
make better financial decisions
New Interfaces for Existing Data
(aggregated)
Bracelet for tracking health behaviours
and indicators
Self-Tracking (Health)
Mobile data based tool for health
predictions
Predictions (For individuals)
Data Enhanced P2P patient support
platform
Crowd- Generated Data
P2P vouching service overlaying social networks
Identity Measurement
Data locker for users to control access to
their data
Data Lockers
The Personal Data Economy landscape
Real-time data aggregation platform for Internet of Things
Internet of Things Platforms
Five misconceptions about personal data
MISCONCEPTION #1
Personal data is the new oil
REALITY:
My personal data is most valuable to me!
MISCONCEPTION #2
Personal data is all about privacy
REALITY:
People want to benefit from their data - not hide it away - but they need control, trust and transparency
MISCONCEPTION #3
The value of personal data is in its sale
REALITY:
The personal data economy is an experience economy
MISCONCEPTION #4
Personal data is for data scientists
REALITY:
Personal data empowers people
MISCONCEPTION #5
Personal data is big data
REALITY:
The personal data economy is small data
Data-centric view
People-centric view
1. Start with the person, not the data
2. Become observers of the role data plays in people’s lives
3. Identify unmet functional and emotional needs
4. Think beyond privacy. Create trust, transparency and control
5. Design and enable the whole user experience
Five key principles for ethnography to help promote a people centric approach to personal data
What are Pitney Bowes’ opportunities to create people-centric offerings in the personal data economy?
Personal Data Experience Model
Personal Data Landscape
People-centric Insights Data Value Staircase
Personal Data Opportunity Framework
Toolkit to create people-centric value propositions
| Personal Data Economy | Project Summary 34 Intel Confidential
Personal data services play different roles in a connected ecosystem
Companies can provide a place for users to generate data or collect data from elsewhere. They can also simply pass-on this personal data or add-on something on top of it. Facebook plays all roles simultaneously; something which very few companies can do.
Gen
erat
e
Add-on
Pass-on
HOW COMPANIES OPERATE IN THE PERSONAL DATA ECONOMY
Data Ecosystem Map
5 Principles about personal data
Trust, Transparency and Control enablers
FIVE KEY PRINCIPLES TO USING PERSONAL DATA
www.claropartners.com
1. Start with the person
2. Create trust, transparency and control
3. Design the whole experience
4. Give people new abilities through their personal data
5. Address both functional and emotional needs
Thank you Abby Margolis | Research Director Abby.margolis @claropartners.com +34 674 061 648 (m) abbymargolis (skype)
@claropartners