What is big data: Ogilvy Lab Day

We are entering a new era - the age of BIGdata.

In this new world, our actions, thoughts and feelings are captured and stored - forever. It may look like 1s and 0s, but this data is the story of our lives, becoming ever more personal and human: an electronic, shared DNA. By understanding data, brands and people have an opportunity to be closer than ever before. This is a source of great, undeniable power - but with great power comes great responsibility. With change, come challenges.

Whilst the age of data is connected and pervasive, it is far from benign. Used intuitively, data can create personal, enriched and compelling experiences - both on and offline - and reinvent marketing in a way not seen since the advent of television advertising. Used irresponsibly, it can leave us feeling that our privacy has been invaded - or our freedom threatened. Beyond marketing, this tension is even starker: data can be used for good, bad or evil purposes; behind every social advance lie equal and opposite dangers.

For some, the means will always justify the ends. For others, intrusion is an unacceptable danger. To realise the true potential of data we, as marketers, need to cut through the scare-mongering and convince people of its benefits and its relevance. This responsibility drives many of the issues surrounding data. The dilemma starts - and ends - not with numbers but with people.

Ogilvy is leading the way in setting a vision for data that recognises these challenges - as well as its humanity; a vision that understands the potential of data to ignite the communications industry. Through the 11th edition of Ogilvy & Mather's Digital Innovation Lab Day, our ambition is to inspire and inform you, by addressing some of the critical questions of our age;

Where this data exists - how it is growing, and the types of technology being developed to track, collect and
visualise it
What you can (and should) do with it - see case studies of some of the most inspirational uses of data in today's marketing world
How it is changing the world - considering the future of medicine, entertainment, government, finance and beyond
Where consumers sit in this new world - and introducing the data superheros and equipment needed to inspire and reach them