Re: [projectvrm] Data Jujitsu

[Larry Smith < >]

Interesting article along exactly the same lines: http://www.cmo.com/articles/2014/7/3/what_will_happen_to_.html?cmpid=TT250

Matt Keylock, chief data officer at dunnhumby, argued in a recent article that too many marketers are focused on only incremental thinking ‘where nobody is solving for the big questions, such as "How will we win when customers control their own data?”'

ARTICLE HIGHLIGHTS:

• There is a large potential market for new services that help individuals collect, analyse, manage and generally do stuff with their own data. This market could be worth £16.5bn at today’s prices – around 1.2% of the UK economy.
• Given control over their own data, some customers could ‘go dark’ on brands they don’t like or trust – refusing to allow information to be shared with them.
• In a world where consumers have their own personal data stores, companies connecting to these stores will be able to reduce their costs of data collection and curation.

On Wed, Jul 9, 2014 at 9:37 AM, Reuben Binns < " target="_blank"> > wrote:

I was just talking to a friend whose company do a lot of data mining on their user data. After I explained VRM, he responded that they follow something similar - the 'data jujitsu' principles developed by DJ Patil. After looking through his O'Reilly book there are certainly some very VRM-y concepts involved, albeit from a product development point of view. For example:
- 'Give data back to the user to create additional value' - in other words, the midata/mydata principle
- 'Ask and you shall receive' - which re-iterates that volunteered personal information is generally higher quality, more actionable, and less creepy.

I'm not sure if Patil is aware of VRM - if not, I guess it shows these ideas are gaining traction independently. In any case, his introduction to Data Jujitsu can be found at http://web.stanford.edu/group/mmds/slides2012/s-patil2.pdf

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Best,

Larry W. Smith

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