Big Data and the Semantic Web

Dr. Richard BenjaminsDirector Business IntelligenceTelefonica Digital

Big Data – Big opportunities – Big risks? An industry perspectiveAnd what about the Semantic Web?

Telefonica Digital

© 2013

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Index

The Big Data opportunity

What is Big Data?

Big Data risks

What role can businesses play?

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Context: Telefonica Digital

Conclusions

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And what about The Semantic Web?

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Telefonica Digital is Telefonica’s digital arm01

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The Big Data Opportunity

McKinsey McKinsey

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Big Data

Big Business

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But also society will benefit from big data02

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And data keeps growing exponentially02

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But what is Big Data

Dave Feinleib, Forbes blog

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1. Big Data is Only About Massive Data Volume2. Big Data Means Hadoop3. Big Data Means Unstructured Data4. Big Data is for Social Media Feeds and Sentiment

Analysis5. NoSQL means No SQL

Gartner’s Hype Cycle: technologies, use cases, new sources of data

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A closer look at where Big Data sitsFrom a telco perspective

Type of Big Data

OTT/Telco Cost of data collection

By product/ seeking

Batch/real-time

Strength of telco?

Social media OTT Low Active Both No

Web logs Both Low Passive Both No

Network data (telco)

Telco High Passive Both Yes

M2M (sensor) data

Both High Active Both Might

Open data OTT Low Both Batch No

Transact. data Both Medium Passive Both No

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But be aware of the privacy time bomb

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Three Mile Island accident killed the nuclear industry in

the US

Regulators are watching

Data “scandals” abound

“It’s Tracking Your Every Move and You May Not Even Know”

“Betrayed by our own data”

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There is increasing awareness of what customer data companies store

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And not only companies …04

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Are you aware where your data is going?04

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The industry is learning by doing04

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Society is also evolving, but in what direction?

Ignorance

• Customers are largely unaware of what is happening

Trading

• Customers make an explicit trade-off for each service

Wanting?

• Are customers wanting organizations to use their (personal) data to improve their lives?

Key evolving data concepts:• Individual, aggregated, anonymized• Customer consent (ex/implicit – opt-in/out)• Legal ≠ accepted by society

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PI Economy“Big Data”“Old wine in new bottles”

So how can businesses play in the Big Data space?

Different “business” models with different maturities and different risks

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Leverage data to understand and

improve business (x/up sell, churn)

and products

Data = improved business

Recognize that digital data is

delicate (privacy) Turn that into an

opportunity

Data = risk = business

Insights that help improve

businesses and governments

Data = business

Leverage data for targeting users

with relevant ads and higher CTR and conversion

Data = better advertising

M2MSmart cities

Improve services

Advertising Access to insights

Become a gatekeeper of personal data

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Conclusions

Find your position on three key dimensions

“Bigness” of data

Va

lue

“Bigness” of data “Bigness” of data

Priv

acy

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Value Risk Tech

Apps

Insights

Processed data

Raw data

Anonymous data

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And what about the Semantic Web and Big Data?

Some observations

from an outsider

(once an insider)

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Achievements - 2013 – Is semantic web mainstream?

Early adopters?

Credits?

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Some trends related to Semantic Web

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Semantic web and data trends

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Is Semantic Web hopping on the latest band wagons?

Semantic search

Semantic integration

Open data

Big data

What if we mapped Semantic Web

EU projects on those topics and timeline?

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Semantic Web and Gartner’s Hype Cycles

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2006 – 5 to 10 years for reaching mainstream

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2009 – more than 10 years to go

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2012 – more than 10 years to go

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So what should be the role of Semantic Web in Big Data such that it can have a real impact?

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