Big Data

Question 1

Anagram =

Answer 1

WALSE

Question 2

W =

Answer 2

What is it?
Data rich in Velocity, Variety, Volume
Facts:
- More data since NYE 2013 than history previously
- 90% of data created in last 2 years
Consumer Data Research Centre
- Provides data for research purposes
- Data from: financial services, retail, social networks, phones
 - Data for: Crime, Health, Marketing

Question 3

A =

Answer 3

Aim in Retail Geography=
To create groups large enough to be useful, but distinct enough to target
- Likert
- Semantic Differential Procedures

Question 4

L =

Answer 4

Loyalty Cards
- Seasonality (Newing et al., 2016)
- e.g. Tesco Clubcard
Create profile for 45,000 products, see what people whol buy one product also by 
Led to creation of Tesco finest range
Can see geographical patterns emerge

Question 5

S =

Answer 5

Smart Steps
We Leave a digital footprint
-90% of smartphone users never more than 1m away from phone
SS creates grid of the UK that shows footfall every hours
Powerful Catchment Analysis
- Can find key customer postcodes - targets for next loyalty campaigns
- Shows strong transport links (e.g. Virgin East Coast Trains)
- Can see time people visit your stores
- Good for multipurpose trips

Question 6

E =

Answer 6

Ethical Issues

• Security - Hackers
• Anonymisation - hard to achieve
• Do people realise they’re giving this data (Malleson and Birkin, 2013)
• Use of the data - personal use, research use etc
• People making money out of personal data

Question 7

Newing, (2013)

Answer 7

Loyalty Cards show seasonal shifts in demand

Question 8

Malleson and Birkin (2013)

Answer 8

Are people aware they are providing this data - Ethical Issue