Julian Valkieser shares his thoughts with us about “Benefits of Big Data” in this blog post for our Emerging Fellows program. The views expressed are those of the author and not necessarily those of the APF or its other members.
In my previous articles, I have already mentioned some examples where large amounts of data are used to create future predictions. Mostly, these are very specific and limited to a certain range. After all, worldly influences are very complex. If there is too much variety of influences, the predictions using big data are less accurate.
Next I want to mention other examples, in which big data is used for creation of short- and medium-term forecasts. Of course, at first this has little to do with Futurists and Foresight and long-term forecasts. But in my opinion, it represents a baseline for future practice for Futurists and Foresights. I will explain at the end of the article. Now I want to mention two examples of big data forecasting.
The Berlin-based start-up SO1 claims to be able to predict your behavior very accurately based on customer data in supermarkets. With certain offers and discounts they can move you to change your favorite brand. This works on the principle that we already know from Amazon: “Customers Who Bought This Item Also Bought”. Of course, the concern of SO1 is a frightening scenario. After all, each customer may be offered different prices for a specific product. I think no one wants this. Presumed that SO1 maintain its algorithm, this is a good indication of how well you can predict human behavior already.
Another example from German Technology Review: Thomas Chadefaux from Trinity College in Dublin, analyzed social media channels and the Google News Archive from 1900 to 2011 by specific signal words, to find out if weak signals in the media advance to crises and violent confrontations. With a probability of 85% he could predict crises, like those in Armenia, Iran or Iraq up to one year in advance. The problem here is currently: He is looking back. How his algorithm will be developed in the future, must be observed. Nevertheless, one should be alert of his name.
In summary, I would like to explain why I see these examples of predictions using big data so important for the area of Futurists and foresight. Of course, classical foresight methods are used for a company to be prepared for future influences and circumstances. For example, this is also the theme of the so-called HRO (High Reliability Organizations).
Many companies base their strategic decisions in the short and medium term now on Big Data. For long-term and accompanied much more complex decisions Big Data itself is not complex enough. Here the classical Futurist jumps in. On the basis of Big Data evaluated scenarios and trigger events it can record creative eventualities that have not been enumerated by Big Data Analytics. The future of Futurists is essentially asking to set its basis for discussion with big data and finally, base eventualities on classical methods to which a company besides the main focus should also prepare. An HRO works similarly. There are eventualities outlined and for each one with a given weighting a process is defined, e.g. how to react. HRO examples are hospitals, fire stations or on an aircraft carrier.