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1 Data Refineries
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Data Refineries
1970’s 1970’s Building Computers
1980’s Connecting Computers 1980’s
1990’s Connecting Pages 1990’s
2000’s Connecting People 2000’s
2010’s Connecting Sensors 2010’s
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Refining Data
10,000,000 Web searches
1,000,000 Facebook posts
100,000 Product searches
100,000 Tweets
100 Video hours
(Europe)
Time scale: Real time
1 min
Who cares? Culture Shift
• Amazon has changed the way a billion
people think about purchases
• Google has changed the way a billion
people think about information
• Facebook has changed the way a billion
people think about identity
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Culture Shift
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Irreversible shift in mindset of individuals:
• what we do,
• how we relate,
• who we are.
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Social Data Revolution
Google Latitude
Does Google know where I am?
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Case
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Stanford
Berkeley
SF Home
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The C’s of Commerce
1. Content
2. Context
3. Connection
4. Community
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Produce Refine Consume
Content
• Social
• Local
• Mobile
• Proxy for person
• Easy interactions
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Produce Refine Consume
Or... Is information just an excuse for communication?
Purpose of communication is to transmit information?
Create Refine Consume
The Data Refinery: Amazon
1. No user data (Manual merchandising)
2. Implicit user data (Clicks, Searches)
3. Explicit user data (Reviews, Lists)
4. Social data (Connections)
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Create Refine Consume
• Social Commerce Experiment
• “Share The Love” (Amazon.com)
The 4 C’s
1. Content
2. Context
3. Connection
4. Community
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Markets are Conversations
Conversations are Markets
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2000
2012
1989Stasi
“On the Internet, nobody knows you’re a dog”
1993
“On the Internet, everybody knows you’re a dog”
2012
Identity
Attributes
Relationships
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Non-Social: Audience
Social: Connected Individual
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Marketing
Business Models
Non-Social: Craigslist
Social: Airbnb, Astrid, Branchout
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Company
Consumers
Where are the Conversations?
Social Commerce
e-business
me-business
we-business
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Mindset
Skillset
Toolset
Dataset
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Mindset
• Does your product or service get
better over time, with data?
• Does your customer understand the
value for her when she gives you data?
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