Living by numbers: t he Quantified Self Lee Witherell Partner, Fuel (part of the Engine Group)

Big data, wide data

If a Victorian gentleman arrived in present-day London, he'd think we'd been invaded by glowing rectangles. The average single Londoner's day runs as follows: You wake up and watch a screen until it tells you it's time to leave the house, at which point you step outside (appearing on a CCTV screen the moment you do so), catch a bus (with an LED screen on the outside and an LCD screen on the inside) to the tube station (giant screens outside; screens down the escalator; projected screens on the platform), to sit on a train and fiddle with your iPod (via the screen), arrive at the office (to stare at a screen all day), then head home to split your attention between the internet (the screen on your lap) and the TV (the screen in the corner) and your mobile (a handheld screen you hold conversations with). Charlie Brooker

Always connected

social app mobile SMS m.com Observed behaviour Device preferences Channel preferences Behaviour Transactions Connections Inferred behaviour Propensities Lifestyle Value

The quantified self

Measurement is key

the Connected future

Social Engagement Sentiment / Influence Total Customer View Transactional Data Purchase Cycles Demographics Customer Segments Profile Data Share of wallet / value potential CRM Response Targeting / Channel / Offer Content Consumption Brand / Topic Browse Behaviour Product / Topic Interest Advertising Response Proposition Engagement The Total Customer View

Data: empowering the individual

Thank you. Any questions?