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Okay, so I want to spend a little time on 
the term, "Big Data" and I'm not too 

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concerned with any sort of technical 
definition of it, of the term. 

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Because it probably doesn't exist but I 
want to arm you with some of the language 

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that people use when they describe Big 
Data. 

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So you know, you can speak intelligently 
about it when, when asked. 

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Okay? 
So, the, probably the main thing to 

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recognize is this notion of the three V's 
of Big Data which are volume, velocity, 

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and variety. 
And we talked a little bit about this in 

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a previous segment. 
So just to repeat, you know, volume is 

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the size of the data. 
And you measure in bytes or number of 

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rows or number of objects or what have 
you, sort of the vertical dimension of 

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the data. 
What I'll say here is the latency of the 

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data processing relative to the demand 
for interactivity, and that's maybe a 

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mouthful. 
But, what I mean by that is you know, how 

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fast is it coming based on how fast it 
needs to be consumed. 

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And so, there's a lot of applications for 
which interactive response time are 

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increasingly important, if not directly 
important. 

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Okay? 
And so, when this becomes the bottle 

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neck, when this becomes the challenge, 
then this will also start to become 

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pretty relevant. 
And the one that I think is really pretty 

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interesting to me and is near and dear to 
my heart and with my research is notion 

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of variety. 
And so here the problem is, you know, an 

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increasing number of different data 
sources are being applied for any 

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particular task. 
So you need to pull out, you know, ASI 

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files as well as download data from the 
web as well as pull data out of some 

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database. 
As well as you use some of those sequel 

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system, and so on. 
And the integration of all this data 

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sources, is, a, pretty significant 
problem, and can end up occupying, a lot 

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of your time. 
So I made this point, a couple of 

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segments ago, about researches who spend 
near 90% of their time, quote, handling 

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data. 
This is where a lot of that time is 

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going. 
There's a notion of variety. 

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Okay. 
So all three of these are relevant in 

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performing sort of data science tasks. 
Alright, let me give you another notion 

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and I'm going to go back to use science 
examples. 

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And you've seen some of these before, but 
if you sort of make a plot of number of 

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bytes on the Y-axis versus number of data 
sources. 

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Maybe columns of data in single table or 
columns of data across multiple tables or 

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a number of distinct data sources on the 
X axis. 

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You can sort of, map out different fields 
of study or different problems and sort 

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of, see where they lie. 
And so typically Astronomy has been the 

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challenge by the sheer volume of data. 
So that's right about here we're high on 

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the Y axis but you know, but the number 
of actual sources in astronomy is not too 

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high. 
There's telescope there's these spectral 

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imagers and then there's the simulation 
of the, of the, of the galaxy and so 

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that's relatively few. 
In say the ocean sciences and certainly 

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in life sciences although I only show you 
know, one example here. 

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The variety is really more of a 
challenge, the actual shear scale is not 

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as high as the, you know, hundreds 
of[UNKNOWN] bytes that could be generated 

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by these, these telescopic projector like 
a large[UNKNOWN] telescope. 

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but the number of different types of 
instruments you can, use to acquire data 

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is large and ever-growing, right? 
So you have these glider systems that 

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will go out for months at a time and kind 
of porpoise through the water. 

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you have autonomous underwater vehicles 
that are more for short term missions. 

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you know there, there's oceanographic 
cruises where they deploy these 

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conductivity temperature and depth 
instrumensts that can take profiles of 

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the water, right. 
So this is you know, at a fixed XY and a 

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varying Z and a variying T at a varying 
depth at a varying time while the gliders 

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are sort of varying in all four 
dimensions. 

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You have these simulations that are 
probably one of the largest sources of 

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information, right. 
So these can be[UNKNOWN] scales, sort of. 

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At the order of the entire northern 
hemisphere, or whole eastern pacific, or 

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there could be models, of a particular 
bay. 

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Or inlet or estuary connected to a river 
or connected to the open ocean or a much 

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smaller scale thing. 
So, there's a lot of diversity there. 

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And I say stations to mean these sort of 
fixed stations where there's a particular 

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sense that are deployed to one location 
and just measuring across time. 

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ADCP is a Acoustic Doppler something 
profilor, where they're still using sound 

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waves to record the time that the sound 
waves take to bounce off a particular 

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matter in the ocean. 
And they can therefore measure velocity. 

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And so this gives you an entire profile 
of the velocities in the ocean. 

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And you can mount these on the sea floor 
pointing upwards, or you can mount them 

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on the bottom of a boat pointing 
downwards, and so on. 

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And then there's satellite images that 
measure sort of sea color and wave 

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breaking as well. 
Okay. 

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So fine. 
So just a little more on the term Big 

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Data. 
a, a quote. 

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The notion that Mike Franklin at the 
University of Berkeley uses, which I like 

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is that you know, "Big Data is really 
relative rigtht, it's any data that's 

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expensive to manage and hard to extract 
value from". 

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So it's not so much about a particular 
cut off, you know, what makes it big, is 

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it petabyte scale is big versus terabyte 
scale is small or gigabyte scale is very 

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small since it fits in memory on your 
machine. 

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You know, not necessarily. 
It depends on what you're trying to do 

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with it and it depends on what sort of 
resources and infrastructure you have to 

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bring to bear on the problem. 
And so in some sense, difficult data is 

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perhaps what big data really means. 
It's not so much really big, it's about 

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being challenging, okay. 
This is really important to remember, 

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that big is relative. 
So let me give you a little bit of the 

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history of the term big data. 
There's the earliest notion I could find 

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was from Erik Larson in 1989 where he 
says, you know, the keepers of, from 

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Harper's magazine that eventually went 
into a book. 

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The keepers of Big Data say they do it 
for consumer's benefit but data have a 

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way of being used for purposes other than 
originally intended. 

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So his point was not really about 
technology at all. 

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It was just a notion that data is being 
collected for one purpose and being 

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reused for another. 
Which is a theme that I mentioned in the 

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very first segment in this course and 
we'll come back to over and over again. 

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And so I think he had it right that sense 
so his real point was that, you know 

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about consumer private data starting to 
be commoditized. 

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Which was absolutely, true and, and 
fairly prescient at the time since it's 

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become a big issue now. 
But, you know, and it's been especially 

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impressive that, you know, given that 
this predates the rise of the internet. 

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and already sort of foreshadows very 
topical issues in big data, this ethics 

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and privacy and sensitivity and so forth 
that we'll talk a little bit about. 

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but this isn't quite what we mean by big 
data nowadays typically because it didn't 

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have that technology aspect to it. 
It didn't talk about the challenge of 

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actually managing this, these data sets 
alright. 

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So another point of reference is that 
more reasonable reports from these 

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consulting firms get credit for this 
notion of 3D's ,its got really the 

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original source. 
This was a report from governor is 2001 

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written by a guy named Doug Laney. 
And so we talked about volume, velocity 

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and variety which we've said but let me 
just give you a chance to look at these 

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quotes. 
You know and so in volume it's he's 

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really talking about, sort of business to 
business. 

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If you think about 2001, this is around 
the dot com boom. 

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And so everyone was trying to figure out 
what this new era of technology was 

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going to get, what the internet was 
really going to give to them beyond. 

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Just, sort of putting up a webpage and 
serving it out to your customers. 

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What, how are you going to be able to 
interact with your supply chain or your 

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your vendors and so on. 
Okay, and so that's what it means by this 

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notion of e-channels. 
But you know, up to ten x, the quantity 

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of data about an individual transaction 
may be collected. 

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You know, absolutely true that this data 
exhausts, this point we've made a couple 

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of times, is giving rise to a larger 
scale of data being collected. 

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You know, when velocity well has 
increased the point of interaction speed, 

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right. 
So this is that need for interactivity. 

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then but didn't used to be so required, 
but as the velocity of all business and 

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all transactions sort of increased. 
So do the constraints on the 

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infrastructure used to process it. 
And so on variety, I like this one a lot. 

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Through 2003, 2004, right, so he's been 
sort of fairly conservative about how far 

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out he wanted to predict. 
No greater barrier to effective data 

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management will exist and the variety of 
incompatible data formats, non-aligned 

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data structures and inconsistent data 
semantics. 

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so this is great, this is, this is, you 
know, you could have said this for the 

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through 2015 and been arguably correct, 
this problem is not gone away. 

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So, another point in the history of this 
term Big Data there was a series of 

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talks, a lot of work by John Mashey, who 
was formerly the chief scientist at the 

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SGI, who would talk about Big Data being 
the next wave of infrastress. 

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And so what he meant by infrastress was 
what's really going to drive the 

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technology forward. 
Where we're going to feel the pain. 

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And his point was that the IO interfaces, 
was where it was tough. 

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So in particular disk, disk capacities 
were growing incredibly fast and still 

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are and the latencies are not keeping 
pace, right. 

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So you can go down to, a local store and 
buy 3-tier BI drive for probably $200. 

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But the rate at which you can pull data 
off that is essentially the same as it 

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has been for many, many year. 
And so now it takes you hours to actually 

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read every byte of data on that disk that 
you're, that you stored. 

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And so, this is a problem because the 
actual analysis you can do of all the 

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data we can, you know we can keep it. 
And that's really cheap, but cannot do 

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anything with it because the, the pipe is 
so small. 

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Okay, and so, this, this is one of the 
argument, he made several sort of 

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very[UNKNOWN] arguments about where the 
bottle necks are in, in, in the 

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infrastructure. 
But they all sort of revolved around this 

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idea that, that large, big, you know, 
big[UNKNOWN] processing were going to to 

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00:09:34,719 --> 00:09:38,692
be the a stress point. 
And so this is probably a pretty 

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appropriate use of big data, although 
John Mashey has said, you know. 

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That he doesn't, that he's not sure that 
he deserves any credit for coining this 

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term, since it, it's a fairly generic 
term. 

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and he, he was using it in one way, and 
we use it now in a, in a related way, but 

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00:09:52,681 --> 00:09:57,440
it's not necessarily that it captures 
everything we mean. 

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00:09:57,440 --> 00:10:01,655
Today, and I'd probably agree with him. 
Alright, so, just another quote about Big 

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00:10:01,655 --> 00:10:06,530
Data sort of today where we're trying 
capture exactly how it is being used. 

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You know the necessity of grappling with 
Big Data and the desirability of 

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unlocking information hidden within it, 
is now a key theme in all the sciences. 

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00:10:13,300 --> 00:10:16,490
And you know I like this, arguably the 
key scientific theme of our times. 

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And so we talked about science, we talked 
about. 

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The fact that I think what's going on in 
science is more or less equivalent to 

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what's going on in business. 
And so I think this is, this is nice, 

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00:10:24,890 --> 00:10:27,440
right. 
This is really maybe the key problem 

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across all fields, is, unlocking what's 
going on inside big data, right, getting 

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something, extracting value out of Big 
Data. 

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Right, so the final point I want to make 
is, you know, where does all this big 

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data come from? 
And we said this a little bit before but 

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one is dated exhaust from customers 
right. 

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00:10:44,995 --> 00:10:47,909
So were actually tracking a lot more 
information about interactions with 

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customers than we used to right ts not 
just about taking there order its about 

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monitoring there click stream that they 
use in order to get to that order. 

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00:10:55,670 --> 00:10:58,443
It's about not just about sending 
advertisements to them but its about 

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00:10:58,443 --> 00:11:01,409
watching how many clicks are on each 
advertisement. 

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00:11:01,409 --> 00:11:04,511
And whether the, the number of clicks 
goes up or down depending on where that 

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ad is placed on the webpage, and so on. 
another point that, you know, especially 

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00:11:08,430 --> 00:11:10,635
true in science, but I think, is also 
true in business, and I'll give a couple 

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00:11:10,635 --> 00:11:12,490
examples of this, is that the 
availability of new and pervasive 

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00:11:12,490 --> 00:11:14,120
sensors. 
Right? 

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00:11:14,120 --> 00:11:17,480
We're actually able to get a, get 
visibility on data sources that we 

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00:11:17,480 --> 00:11:20,583
previously couldn't. 
And I'll give a couple examples of that 

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00:11:20,583 --> 00:11:23,438
in a second. 
And then I think, you know, I mentioned 

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this already, but the side, the, the 
technology of data storage, right, just 

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00:11:26,386 --> 00:11:30,664
this capacities of disk has gone up. 
The cost of per storing a byte has gone 

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00:11:30,664 --> 00:11:34,120
down, and so we sort of have this ability 
to keep everything, whether or not we 

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00:11:34,120 --> 00:11:36,900
need it. 
Or at least there's a perceived ability 

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00:11:36,900 --> 00:11:39,826
to keep everything. 
Whether or not we need it, and so people 

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00:11:39,826 --> 00:11:42,268
are doing so right? 
There are things that they would have 

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00:11:42,268 --> 00:11:44,969
otherwise thrown away they are starting 
to keep. 

196
00:11:44,969 --> 00:11:47,849
And then scratching their heads and 
thinking, boy how might I use this to 

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00:11:47,849 --> 00:11:51,070
make predictions and make better business 
decision? 

198
00:11:51,070 --> 00:11:53,450
Okay. 
Okay, so just a couple of examples of 

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00:11:53,450 --> 00:11:56,248
sensors that may or may not lead to 
massive data. 

200
00:11:56,248 --> 00:11:59,548
But just examples of where we are getting 
visibility on data sources that we did 

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00:11:59,548 --> 00:12:03,137
previously that we didn't have. 
So one is like, the fact that all new 

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00:12:03,137 --> 00:12:05,803
cars are going to be equipped with these 
black boxes that are a lot like what's 

203
00:12:05,803 --> 00:12:09,160
going on inside air, what, what airliners 
have. 

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00:12:09,160 --> 00:12:12,040
And you know, the reason is for forensics 
in the event of a crash, but they also 

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00:12:12,040 --> 00:12:16,042
record a lot of other information. 
And so insurance companies have similar 

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00:12:16,042 --> 00:12:19,114
devices that you can opt, you can opt in, 
you can voluntarily plug in to reduce 

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00:12:19,114 --> 00:12:22,999
your insurance rates. 
That track your speed, track other kinds 

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00:12:22,999 --> 00:12:27,690
of aspects of your driving habits. 
So, this technology would have been 

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00:12:27,690 --> 00:12:31,010
simply hard to imagine in you know, 20 or 
30 years ago. 

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But, now that we have the technology, why 
not actually start collecting the data 

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from it. 
Okay. 

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And, so while the purpose here is pretty 
clear at least for the insurance 

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companies and for these black boxes for 
crash forensics. 

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You can imagine re-purposing that data 
for other purposes, and like that this 

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article is about was well boy, you know 
is, is there privacy risk here, given 

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that there's one purpose, you that, they 
are being deployed for crash for 

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instance. 
But they might be used of or other 

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purposes. 
And for insurance companies you can 

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imagine how they would collect it with a 
particular. 

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Actuarial risk modeling mind, but maybe 
they'll develop other models in the 

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future, given that now they have this 
data. 

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Okay. 
And so I think this is really a theme of 

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Big Data is that we're collecting new 
sources of information independent of 

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whether we know how we're going to use 
them in the future. 

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Okay. 
So let me give you another couple of 

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examples from research here by Shwetak 
Patel in the computer science engineering 

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department. 
And there are several related devices and 

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here I just mentioned two of them, 
HydroSense and ElectriSense. 

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And so, both of these devices are 
intended for consumers to use to monitor 

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their own resource consumption. 
And so, instead of having to, kind of, 

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rewire your house to monitor your, 
monitoring the consumption of every 

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device in your house, every faucet, every 
shower. 

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And so on. 
You can just clamp this device sort of on 

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the main water line coming into your 
house and it will monitor the pressure 

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changes associate with every individual 
device. 

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So it can disambiguate that flow and 
recognize the signature that every device 

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puts on the pressure changes. 
So every time you turn on the shower in 

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the upstairs bathroom, or flush the 
toilet in the downstairs bathroom. 

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This thing can tell you, can identify 
when that happens and give you a log of 

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the events. 
And by analyzing that log, you can tell 

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you know, where, which device, where most 
of your water is going. 

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Is it mostly going for showers, is it 
mostly going for dishwasher and so on. 

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ElectriSense is very similar, in that 
every electrical device in your house 

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puts a. 
Recognizable load on the signal on the 

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power signal that can be read and 
disambiguated to tell you where, where 

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your energy is going. 
Okay. 

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So these are just examples of new sensors 
that are coming on the market where data 

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is being derived, that otherwise wouldn't 
of been able to be derived at all. 

