when you are invited to a birthday party
do you like the process of finding a
birthday present well I don’t because
it’s a lot of effort you need to think a
lot find something but how do you
actually do that well you try to
remember what does your friend like what
does he not like is there something he
regularly does or he repeatedly said
well so let’s say my friend Adam he
loves to Munich he’s 24 he’s got a
girlfriend he likes music he likes
dancing
he likes concerts and theater so what
you do is you’re doing an analysis in
your brain about this person you’re
trying to get all data in your brain
available which you know about this
person and I said I don’t like it it’s a
lot of effort I’m sure there’s some of
you feel the same and I believe in the
future there will be a great possibility
how to find a birthday present very easy
based on big data based on the data but
big data that’s a password nowadays it’s
used in so many ways no one really knows
what it is so let’s have a look at the
words independently we got big and we
got data so let’s replace D let’s
replace big with a lot of and data well
let’s replace that with information so
we got now a lot of information doesn’t
tell you more right so let me add one
more thing which is about many things
for people about many elements so now we
got a lot of information about many
things or people ok it’s more
understandable playing this through a
birthday present again well in your
brain where you’re looking for the
birthday present you’ve got a lot of
information right and about many things
or people you’ve got more than one
friend so you’ve got a lot of
information about many things or people
in your brain well that’s half of the
explanation you’re doing that online
well not online in the digital world big
data is usually done by software so
let’s bring in the digital part the
second half of the explanation the first
step when you wanna do big data is of
course you need data so the first step
is you collect data and usually when you
collect data you’ve got a huge amount of
data which doesn’t tell you anything
simply because it’s too much like the
birthday present when you think of your
friend you know so much about this
person it doesn’t tell you anything you
can’t come up with a birthday present
therefore we need the second step which
is we analyze the data and look for a
pattern so applying that to the birthday
present for whom is the birthday present
let’s exclude all the other information
regard what does the person like what
does he not like says something he
regularly does something we did together
in the past so you are excluding all the
Earl irrelevant information for your
question and when we got that it’s time
to look for the pattern are there any
patterns
is there something all this information
or this beta has in common and if yes
it’s time for the third step which is
generating the inside interpreting the
data when I remember my friend he went
ten times for a kebab last month so the
inside is he loves kebabs right no the
reason that he went to the kebab store
ten times is that he’s in love with a
girl who’s selling the kebabs and he
throws the kebabs away afterwards so
it’s about interpreting the data it’s
not only seeing okay there’s a pattern
this is the inside no you need to
interpret the inside you need to
interpret the data and in the future I
believe there will be not only an
insight the software which is doing big
data for you will give you more than an
insight it will give you a solution a
recommendation how to deal with the
inside
that means looking again at the birthday
present set before my friend she likes
music he likes corn George she likes
dancing let’s say her so let’s say I got
a software which is doing big data for
me and one day the software tells me hey
Johannes I found out there’s a birthday
party upcoming in two weeks and I know
your friend Adam he likes music
he likes concerts he likes dancing and
theater so I think you should get him a
ticket for a musical and I’d like oh my
god that’s a cool idea never thought
about that but that’s only the inside
where’s his solution and then the
software will tell me Johannes I also
found out them there’s a music group
they are just about to kick off and he’s
never saw them before but based on the
information I get from Spotify and
Facebook he’s going to light them with a
likelihood of 95% additionally also
found the perfect seats in the venue I
know how you can get to the venue best
because it’s in Hamburg quite far and I
know two dates which are possible for
both of you so the software gives you a
proper solution not only the inside that
he loves or that he would like to see a
musical also what you do with this
inside speaking about the solution well
all of us have got a smartphone right
they are smart they are meant to be
smart so why does this smartphone now
tell me which birthday present I should
get for my friend well I believe in the
future it will tell me because
information is there the informations on
the phone the analysis is tricky you all
got social networks on your phone like
Facebook your thing or LinkedIn which
covers the professional life
you got text measured messages and chat
histories on your phone you probably got
Spotify playlists on your phone you may
even have the Amazon or Airbnb wishlist
on your phone and if you allow your
smartphone to do so
it may even analyze the calls you’re
having with your friend to get even more
insights so there’s a huge amount of
information on the phone just needs to
be analyzed looking at one other example
there are some mornings and a wake up
I’ve got an ache in my back and I feel
like oh my god ah that’s going to be a
terrible day and I’m sure some of you
know that feeling it’s just their
terrible start in the morning I believe
this will not happen in the future
anymore all of you know the small
variables fitness trackers smartwatches
they are able to detect so many things
and while doing that they will transmit
the data which they got from you to the
phone your phone well if it recognizes
that you are lying in a bad position
during the night that your muscles are
somehow clenched up that you move to
night let you move too much during the
night your phone what it will do is it
will wake you up ten minutes earlier in
the morning and will suggest you a
particular yoga exercise which will
reveal your body your muscles again so
that you can have a brilliant start in
the day and that’s amazing isn’t it no
terrible mornings anymore only brilliant
starts in the day cool but how does that
work well I already said the variable
detects theta detects information of
your body so what does it detect already
today those variables can detect blood
pressure heart beat then probably send
something for acceleration in there the
future they include a gyroscope maybe a
sweat analyzer so they really know
what’s going on with your body what’s
going on with you so they collect the
data and they transmit the data to your
phone what you phoned us your phone
compares this data of you your
individual data to the rest of the
population to known patterns to
recognize is he or she lying in a bad
position
did he move too much and by doing that
your phone knows what you did during the
night was it too much movement while
you’re very lying in a bad position
things like that and if yes if there’s
something with your leg your muscles are
clenched up your phone will wake you up
10 minutes earlier to do the yoga
exercise what about why yoga exercise
well your phone knows your muscles your
phone knows how your muscles work
together and of course your phone also
knows yoga exercises and which yoga
exercise is good for which part and
which muscle of the body by doing that
we will have only brilliant starts in
the morning and that’s cool that’s an
amazing possibility one other thing I
went to Madrid this summer and talked to
a friend who is working in a company
producing virtual reality software and
we discussed a lot virtual reality and
big data and I believe in the future
with virtual reality and big data we
will be able to analyze the behavior of
humans very precisely we will be able to
predict illnesses at a very very early
stage of the illness for example
anatomic discrepancies something like
that we will also be able to predict the
suicide probability of people that all
is based on the data how people move how
people act and how people behave in
virtual reality compared to how other is
true how others behave in virtual
reality how others act in virtual
reality and when we recognize illnesses
at the early stage we can have
countermeasures at an early stage
people are more healthy and of course we
also save huge amount of money if people
are more healthy they are less ill so
the health insurance companies would
save money which can be reinvested in
research in other areas could be
represented by reduced contributions to
the health care insurances so there are
many people who would benefit
from that talking about the businesses I
believe with big data with using data
businesses can understand their
customers and the environment better one
example the operator of public transport
there are routes there’s metro there’s
bus trains the operator of the mobile
network can tell the operator of the
public transport service which route is
how busy whether there is an increasing
demand in the future or not so it’s a
proper analysis but that is only the
inside in the future they will be able
to give the full solution a
recommendation how to deal with this
inside that means the mobile network
operator can tell the operator of the
public transport system that this route
is too busy in five years there are too
many people travelling on this route
therefore you should build another route
over here and we need one bus route over
there so very easy tells you what you do
and that all is based on the data of the
mobile phone users this data replaces
the people who are in the train counting
how many people are actually in the
train so it is very easy possibility so
there are lots of possibilities what we
can do with data but say something we
should do are there some actions we
should pursue yes
I believe we should start with a
question which data do I need to solve
my problems first do I need to solve
existing problems first instead of
starting with the question what can I do
with my data
because I believe we should solve the
existing challenges first we should
provide value first and then we can
start playing around with the data and
do cool things another thing what I
believe we should do is we should put
the customer first put you first you are
the people who generate the data
and I believe that every individual who
generates data needs to decide what
happens to this data do you want it to
be forwarded to anyone to any company do
you want the data not to be forwarded
do you want to want it to be forwarded
anonymously to expect something in
exchange so those decisions belong to
the people who generate the data belong
to every individual like all of you in
order to do that I believe we need one
single platform where you can manage all
your data flows is this data allowed
this is this data allowed to go to this
company as this piece of information
allowed to go to that company and for
doing that we also need worldwide data
privacy standards we can’t afford to
have different data privacy settings in
different countries or for different
applications on your smartphone like
Facebook or Google we all need the same
settings for each and every application
software service or product which we use
and those regulations need to allow and
regulate the use of big data
well of course their great potential of
big data but I also want you to be aware
of the downsides of big data data is
very sensitive information let’s say
criminals steal data of all people in
the room they could run the question who
of you is most likely to accept a bribe
and that is sensitive information that
is really sensitive one other thing is I
believe there may be a loss of
individuality why we are always
comparing the data of one individual of
myself for example to the average always
comparing your data to the average that
means I’m actually comparing myself to
the average
and when I’m not the average am i
different
am I not normal and when I’m not the
average how different am I what does
that mean how do we handle those
questions nevertheless there’s a great
potential of big data but we need to be
aware that there are some open questions
businesses they understand their
customers and the environment better
with big data and debris as individuals
we can make our phones truly smart we
can make the phone do more for us we can
get suggestions for birthday present
nevertheless I want you to be aware that
in the future you will have no choice
but to generate data everything’s
happening online so please be aware of
the open questions decide what happens
to your data and the next time you’re
thinking which birthday present you
should get I want you to be aware of the
downsides of big data and I want you to
recall the great potential which we can
have when using big data thank you
[Applause]
you
do you like the process of finding a
birthday present well I don’t because
it’s a lot of effort you need to think a
lot find something but how do you
actually do that well you try to
remember what does your friend like what
does he not like is there something he
regularly does or he repeatedly said
well so let’s say my friend Adam he
loves to Munich he’s 24 he’s got a
girlfriend he likes music he likes
dancing
he likes concerts and theater so what
you do is you’re doing an analysis in
your brain about this person you’re
trying to get all data in your brain
available which you know about this
person and I said I don’t like it it’s a
lot of effort I’m sure there’s some of
you feel the same and I believe in the
future there will be a great possibility
how to find a birthday present very easy
based on big data based on the data but
big data that’s a password nowadays it’s
used in so many ways no one really knows
what it is so let’s have a look at the
words independently we got big and we
got data so let’s replace D let’s
replace big with a lot of and data well
let’s replace that with information so
we got now a lot of information doesn’t
tell you more right so let me add one
more thing which is about many things
for people about many elements so now we
got a lot of information about many
things or people ok it’s more
understandable playing this through a
birthday present again well in your
brain where you’re looking for the
birthday present you’ve got a lot of
information right and about many things
or people you’ve got more than one
friend so you’ve got a lot of
information about many things or people
in your brain well that’s half of the
explanation you’re doing that online
well not online in the digital world big
data is usually done by software so
let’s bring in the digital part the
second half of the explanation the first
step when you wanna do big data is of
course you need data so the first step
is you collect data and usually when you
collect data you’ve got a huge amount of
data which doesn’t tell you anything
simply because it’s too much like the
birthday present when you think of your
friend you know so much about this
person it doesn’t tell you anything you
can’t come up with a birthday present
therefore we need the second step which
is we analyze the data and look for a
pattern so applying that to the birthday
present for whom is the birthday present
let’s exclude all the other information
regard what does the person like what
does he not like says something he
regularly does something we did together
in the past so you are excluding all the
Earl irrelevant information for your
question and when we got that it’s time
to look for the pattern are there any
patterns
is there something all this information
or this beta has in common and if yes
it’s time for the third step which is
generating the inside interpreting the
data when I remember my friend he went
ten times for a kebab last month so the
inside is he loves kebabs right no the
reason that he went to the kebab store
ten times is that he’s in love with a
girl who’s selling the kebabs and he
throws the kebabs away afterwards so
it’s about interpreting the data it’s
not only seeing okay there’s a pattern
this is the inside no you need to
interpret the inside you need to
interpret the data and in the future I
believe there will be not only an
insight the software which is doing big
data for you will give you more than an
insight it will give you a solution a
recommendation how to deal with the
inside
that means looking again at the birthday
present set before my friend she likes
music he likes corn George she likes
dancing let’s say her so let’s say I got
a software which is doing big data for
me and one day the software tells me hey
Johannes I found out there’s a birthday
party upcoming in two weeks and I know
your friend Adam he likes music
he likes concerts he likes dancing and
theater so I think you should get him a
ticket for a musical and I’d like oh my
god that’s a cool idea never thought
about that but that’s only the inside
where’s his solution and then the
software will tell me Johannes I also
found out them there’s a music group
they are just about to kick off and he’s
never saw them before but based on the
information I get from Spotify and
Facebook he’s going to light them with a
likelihood of 95% additionally also
found the perfect seats in the venue I
know how you can get to the venue best
because it’s in Hamburg quite far and I
know two dates which are possible for
both of you so the software gives you a
proper solution not only the inside that
he loves or that he would like to see a
musical also what you do with this
inside speaking about the solution well
all of us have got a smartphone right
they are smart they are meant to be
smart so why does this smartphone now
tell me which birthday present I should
get for my friend well I believe in the
future it will tell me because
information is there the informations on
the phone the analysis is tricky you all
got social networks on your phone like
Facebook your thing or LinkedIn which
covers the professional life
you got text measured messages and chat
histories on your phone you probably got
Spotify playlists on your phone you may
even have the Amazon or Airbnb wishlist
on your phone and if you allow your
smartphone to do so
it may even analyze the calls you’re
having with your friend to get even more
insights so there’s a huge amount of
information on the phone just needs to
be analyzed looking at one other example
there are some mornings and a wake up
I’ve got an ache in my back and I feel
like oh my god ah that’s going to be a
terrible day and I’m sure some of you
know that feeling it’s just their
terrible start in the morning I believe
this will not happen in the future
anymore all of you know the small
variables fitness trackers smartwatches
they are able to detect so many things
and while doing that they will transmit
the data which they got from you to the
phone your phone well if it recognizes
that you are lying in a bad position
during the night that your muscles are
somehow clenched up that you move to
night let you move too much during the
night your phone what it will do is it
will wake you up ten minutes earlier in
the morning and will suggest you a
particular yoga exercise which will
reveal your body your muscles again so
that you can have a brilliant start in
the day and that’s amazing isn’t it no
terrible mornings anymore only brilliant
starts in the day cool but how does that
work well I already said the variable
detects theta detects information of
your body so what does it detect already
today those variables can detect blood
pressure heart beat then probably send
something for acceleration in there the
future they include a gyroscope maybe a
sweat analyzer so they really know
what’s going on with your body what’s
going on with you so they collect the
data and they transmit the data to your
phone what you phoned us your phone
compares this data of you your
individual data to the rest of the
population to known patterns to
recognize is he or she lying in a bad
position
did he move too much and by doing that
your phone knows what you did during the
night was it too much movement while
you’re very lying in a bad position
things like that and if yes if there’s
something with your leg your muscles are
clenched up your phone will wake you up
10 minutes earlier to do the yoga
exercise what about why yoga exercise
well your phone knows your muscles your
phone knows how your muscles work
together and of course your phone also
knows yoga exercises and which yoga
exercise is good for which part and
which muscle of the body by doing that
we will have only brilliant starts in
the morning and that’s cool that’s an
amazing possibility one other thing I
went to Madrid this summer and talked to
a friend who is working in a company
producing virtual reality software and
we discussed a lot virtual reality and
big data and I believe in the future
with virtual reality and big data we
will be able to analyze the behavior of
humans very precisely we will be able to
predict illnesses at a very very early
stage of the illness for example
anatomic discrepancies something like
that we will also be able to predict the
suicide probability of people that all
is based on the data how people move how
people act and how people behave in
virtual reality compared to how other is
true how others behave in virtual
reality how others act in virtual
reality and when we recognize illnesses
at the early stage we can have
countermeasures at an early stage
people are more healthy and of course we
also save huge amount of money if people
are more healthy they are less ill so
the health insurance companies would
save money which can be reinvested in
research in other areas could be
represented by reduced contributions to
the health care insurances so there are
many people who would benefit
from that talking about the businesses I
believe with big data with using data
businesses can understand their
customers and the environment better one
example the operator of public transport
there are routes there’s metro there’s
bus trains the operator of the mobile
network can tell the operator of the
public transport service which route is
how busy whether there is an increasing
demand in the future or not so it’s a
proper analysis but that is only the
inside in the future they will be able
to give the full solution a
recommendation how to deal with this
inside that means the mobile network
operator can tell the operator of the
public transport system that this route
is too busy in five years there are too
many people travelling on this route
therefore you should build another route
over here and we need one bus route over
there so very easy tells you what you do
and that all is based on the data of the
mobile phone users this data replaces
the people who are in the train counting
how many people are actually in the
train so it is very easy possibility so
there are lots of possibilities what we
can do with data but say something we
should do are there some actions we
should pursue yes
I believe we should start with a
question which data do I need to solve
my problems first do I need to solve
existing problems first instead of
starting with the question what can I do
with my data
because I believe we should solve the
existing challenges first we should
provide value first and then we can
start playing around with the data and
do cool things another thing what I
believe we should do is we should put
the customer first put you first you are
the people who generate the data
and I believe that every individual who
generates data needs to decide what
happens to this data do you want it to
be forwarded to anyone to any company do
you want the data not to be forwarded
do you want to want it to be forwarded
anonymously to expect something in
exchange so those decisions belong to
the people who generate the data belong
to every individual like all of you in
order to do that I believe we need one
single platform where you can manage all
your data flows is this data allowed
this is this data allowed to go to this
company as this piece of information
allowed to go to that company and for
doing that we also need worldwide data
privacy standards we can’t afford to
have different data privacy settings in
different countries or for different
applications on your smartphone like
Facebook or Google we all need the same
settings for each and every application
software service or product which we use
and those regulations need to allow and
regulate the use of big data
well of course their great potential of
big data but I also want you to be aware
of the downsides of big data data is
very sensitive information let’s say
criminals steal data of all people in
the room they could run the question who
of you is most likely to accept a bribe
and that is sensitive information that
is really sensitive one other thing is I
believe there may be a loss of
individuality why we are always
comparing the data of one individual of
myself for example to the average always
comparing your data to the average that
means I’m actually comparing myself to
the average
and when I’m not the average am i
different
am I not normal and when I’m not the
average how different am I what does
that mean how do we handle those
questions nevertheless there’s a great
potential of big data but we need to be
aware that there are some open questions
businesses they understand their
customers and the environment better
with big data and debris as individuals
we can make our phones truly smart we
can make the phone do more for us we can
get suggestions for birthday present
nevertheless I want you to be aware that
in the future you will have no choice
but to generate data everything’s
happening online so please be aware of
the open questions decide what happens
to your data and the next time you’re
thinking which birthday present you
should get I want you to be aware of the
downsides of big data and I want you to
recall the great potential which we can
have when using big data thank you
[Applause]
you
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