FIGARODIGITAL.CO.UK
ESSAYS
DATA DIARY
Monday 8 April 2013: I’m heading to Chicago today for a business trip. I have a long flight ahead of me so I’ve prepared several downloads from BBC
iPlayer onto my iPad. I’ve also downloaded several audio books onto my iPhone to listen to on the plane whilst working, and for my training runs between meetings up the Lake Michigan coastline.
THE DATA DAY I wake early and book a taxi to take me to the airport via my iPhone application. The app knows my home address, it has my credit card details saved and can send a clean, wifi-enabled cab within minutes of ordering. Rather than the driver ringing the doorbell and waking the kids up, an SMS arrives to tell me that the driver is waiting outside. I sneak out of the house and jump into the cab. As usual I’m bored straight away so I check Facebook, Twitter and LinkedIn, which is something I regularly do first thing every morning. I have received a couple of requests from LinkedIn but post nothing myself.
We asked Matt Clarke, Chief Technical Officer at marketing and technology consultancy Amaze, to keep a record of all his data interactions over the course of a single day and to explain their significance. Here’s the story behind his daily big data trail
We come into traffic on the north
circular and I’m worried about flight times as I always leave it to the last minute. I look at Apple maps to check traffic conditions. Luckily there are no major problems so I should get to the airport on time. Next I decide to check in for my flight. I
downloaded my favourite airline app some months ago which means my boarding card is already waiting and my loyalty card is input so I have access to the lounge and have not missed the valuable points I collect from each flight. It shows me some hotel options with good discounts and at the usual standard of quality which my company affords me, so I select one and book it.
47 issue 17 may 2013
My flight is shown as departing on time but I’m flying out of T5 at Heathrow, famous for its three satellite terminals and I want to know which gate I’m leaving from to give myself enough time. The airline app doesn’t give me the gate details but TripIt does. It’s a neat little app that stores all my travel plans, from flights, hotels and car hire, and keeps track of everything from delays to reward points, constantly alerting me about my travel plans. It also keeps my family in the loop about my whereabouts and allows my colleagues to book the same flights and hotel as me if we’re travelling together. I arrive at the airport and in less than 40 minutes after leaving my house, big data has entered my world, harvested valuable information and provided me with equally rewarding data.
HARVEST AND REWARD The entertainment downloads I made last night have all been logged and tracked against my profile and they allow me to be targeted with more personalised content in the future. Equally, they know where I’ve downloaded the content from and to, so they know which devices I prefer.
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