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Decoding the Urban DNA and Harnessing the Power of Social Intelligence

Decoding the Urban DNA and Harnessing the Power of Social Intelligence. May 2009 Where2.0 Greg Skibiski, CEO greg@sensenetworks.com. Sandy Pentland Chief Privacy Advocate MIT, Head of Human Dynamics Research. Tony Jebara Chief Scientist

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Decoding the Urban DNA and Harnessing the Power of Social Intelligence

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  1. Decoding the Urban DNA and Harnessing the Power of Social Intelligence May 2009 Where2.0 Greg Skibiski, CEO greg@sensenetworks.com

  2. Sandy Pentland Chief Privacy Advocate MIT, Head of Human Dynamics Research Tony Jebara Chief Scientist Columbia University, Head of the Machine Learning Program

  3. Static Demographics Proprietary & Confidential

  4. Static Demographics Proprietary & Confidential

  5. HOME Proprietary & Confidential

  6. Half the people on the planet are creating location data It is the largest, most universal source of information describing human behavior

  7. Goal: understand people • It’s hard to say if User A is like User B from location data… • People don’t overlap in space & time enough to compare, but they do overlap semantically once we understand places User A User B

  8. First, understand places Is place A like place B? Look at each place’s Flow, Commerce & Demographics

  9. Proprietary & Confidential

  10. noon saturday 8pm saturday noon tuesday 8pm tuesday Proprietary & Confidential

  11. Dynamic Demographics • Matrix of 9 example users - original location data can be deleted

  12. Macrosense 1.0 Prediction Platform Learn Predict Prediction algorithms trained on a sample of users (n=10,000) Model generated automatically and performance evaluated on unseen data Models are deployed at scale (n=10,000,000) Latitude, Longitude, Time, Binary Business Prediction Predictive Model Latitude, Longitude, Time Binary Business Variables (x,y) Proprietary & Confidential

  13. Dynamic Demographics Recommendation Personalization Discovery 2x Improvement Confidential

  14. Dynamic Demographics Churn 2x Improvement Confidential

  15. Dynamic Demographics Local Search Confidential

  16. Privacy & Data Ownership • All opt-in • Location data is not retained after processing • No traces kept • k-level anonymized • “New Deal on Data” thought leadership • You have the right to possess your data • You have full control over the use of your data • You have a right to dispose or distribute your data Proprietary & Confidential

  17. Decoding the Urban DNA and Harnessing the Power of Social Intelligence May 2009 Where2.0 Greg Skibiski, CEO greg@sensenetworks.com

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