1. BIG DATA,BIG DATA, BIG DILEMMA STEPHEN COGGESHALL Chief Analytics and Science Officer July 12, 2013

2. WHAT IS BIG DATA Big Data is a term that describes large volumes of high velocity, complex and variable data that require advance techniques and technologies to enable thetechniques and technologies to enable the capture, storage, distribution, management and analysis of the information. 3. WHAT CAN WE MODEL/PREDICT? COMPLEX SYSTEM BEHAVIORS CONSUMER BEHAVIOR but about HOW WELL Its no longer about what we CAN predict 4. I WANT TO KNOW EVERYTHING ABOUT EVERYBODY SO I CAN PREDICT ANYTHING ABOUT ANYBODY 5. DATA IS COLLECTED EVERYWHERE What is PRIVATE? 6. PRIVATE PUBLIC TIME You have zero privacy anyway. Get over it. Scott McNealy, 1999 2 7. Slide 6 2 Do we need images for this slide Tania Pena, 7/3/2013 8. WHERE WE WILL INEVITABLY GO Should we predict who is likely to: HAVE A SERIOUS DISEASE HAVE A CHILD DIVORCE RAPE Gattaca HAVE A SERIOUS DISEASE COMMIT A VIOLENT CRIME DIVORCE BE SUCCESSFUL RAPE Department of Precrime Neuroprediction of Future Rearrest Eyal Aharoni et al., PNAS 2013 110 (15) 6223-6228 1 9. Slide 7 1 Need more images Tania Pena, 7/3/2013 10. Itbs not longer about what we can predict, but how well As we digitally interface more and everywhere, data is collected everywhere about everything We will be able to predict personal events and irrational behaviors with increasing accuracy We are on an emerging collision course We are on an emerging collision course with complex moral questions What we CAN do What we SHOULD do