Data rewards are the new consumer engagement tool & Gigabytes are the new currency

Wednesday, May 31, 2017

Data rewards are the new consumer engagement tool & Gigabytes are the new currency


Today’s consumers are fairly savvy about companies selling to them. As they are constantly bombarded with an increasing number of calls to action, these engagement attempts are often viewed as a nuisance at best. Or at worst, they create a negative association with the company in the consumer’s mind.

What if there were a way to create a win-win consumer engagement scenario for consumers and companies? One in which consumers gained perceived benefits from the engagement and companies were able to meet their marketing and advertising objectives.
BD4SG In Action: Tres proyectos para el bien social

Tuesday, May 30, 2017

BD4SG In Action: Tres proyectos para el bien social

BD4SG In Action La primera edición del evento Big Data For Social Good In Action contó con ponentes especializados en el tema y provenientes de distintos ámbitos de negocio. Tres expertos presentaron demos sobre proyectos que habían desarrollado utilizando el Big Data para fines sociales. Veamos con más detalle:
Aún más cerca de los datos en Open Expo 2017

Monday, May 29, 2017

Aún más cerca de los datos en Open Expo 2017

Open Expo 2017 Open Expo 2017 reunirá el próximo Jueves 1 de junio en Madrid a más de 3.000 personalidades del sector. Entre los asistentes se encontrarán dos de las unidades de la Chief Data Office de Telefónica, Eleven Paths, la unidad de ciberseguridad global, y LUCA, nuestra unidad de datos. El objetivo de Open Expo es difundir, presentar, descubrir y evaluar las soluciones y tendencias de la industria que ofrece el Open Source & Software libre y Open World Economy. 
¿Te has perdido el último LUCA Talk?

Friday, May 26, 2017

¿Te has perdido el último LUCA Talk?

Webinar LUCA Talks 5
Un mes más tuvo lugar un nuevo LUCA Talk. Este webinar se centró en analizar el sector turístico con insights dinámicos y estuvo impartido por Elena Diaz (Senior Data Consultant en LUCA).

Machine Learning to analyze League of Legends

Thursday, May 25, 2017

Machine Learning to analyze League of Legends

Written by David Heras and Paula Montero, LUCA Interns, and Javier Carro Data Scientist at LUCA

When League of Legends was released in 2009, few people could have predicted what was to follow. The undeniable increase of eSports has been led by the ever-popular platform produced by Riot Games.
Analizamos League of Legends usando Machine Learning

Analizamos League of Legends usando Machine Learning

Escrito por David Heras y Paula Montero, becarios en LUCA, y Javier Carro Data Scientist en LUCA.

En 2009, cuando se produjo el lanzamiento al mercado del League of Legends (LoL), probablemente pocos imaginaban lo que estaba por llegar. El crecimiento de los eSports es un hecho innegable, y uno de los juegos más populares enmarcados en este mundo es el desarrollado por Riot Games.

A World-Changing Combination: Dr. Claire Melamed on Big Data, Collaboration and the SDGs

Wednesday, May 24, 2017

A World-Changing Combination: Dr. Claire Melamed on Big Data, Collaboration and the SDGs

big data for social good

Dr. Claire Melamed is the Executive Director of Global Partnership for Sustainable Development Data (GPSDD), where she leads efforts to collaborate on leveraging data to meet the UN's Sustainable Development Goals. In 2014, she was seconded to the UN Secretary General's Office to be the Head of Secretariat and lead author for "A World That Counts," the UNSG's Independent Expert Advisory Group on The Data Revolution. 


We had a chance to sit down with Claire to discuss her work with Big Data and the SDGs, and why collaboration is crucial to meeting these important goals. Telefónica is proud to be a collaborator on this project, and we also discussed the specific role that telcos can play in this partnership.


Una nueva forma de entender el Big Data: BD4SG in action

Tuesday, May 23, 2017

Una nueva forma de entender el Big Data: BD4SG in action

Durante los últimos años se ha hablado mucho sobre cómo puede la tecnología del Big Data ayudar a optimizar organizaciones, maximizar los beneficios y acercarnos a los consumidores. Sin embargo, los datos también pueden usarse para desarrollar una faceta social, utilizando estas grandes cantidades de información para mejorar nuestra sociedad. La primera edición del evento Big Data for Social Good in Action tuvo lugar con el objetivo de reunir a todas esas personas que querían transformar el Big Data for Social Good de "storytelling" a "storydoing".
BD4SG: A new way to understand Big Data

BD4SG: A new way to understand Big Data

Recent years have seen a large public debate surrounding the technology behind Big Data and how it can help optimise organizations, maximise profits and bring companies closer to their consumers. However, data can also be leveraged to develop a social element that can use the large amount of information for a societal benefit. We recently hosted the first Big Data for Social Good in Action event with the aim of bringing together the people who wanted to transform Big Data for Social from "storytelling" to "storydoing".
Data Science Awards Spain 2017

Monday, May 22, 2017

Data Science Awards Spain 2017

Synergic Partners, la empresa consultora especializada en Big Data y Data Science de LUCA, ha abierto una nueva convocatoria de los Data Science Awards 2017, unos galardones que, por segundo año consecutivo, tiene como objetivo reconocer a profesionales del Big Data y las mejores iniciativas empresariales y de periodismo de datos en este ámbito e impulsar así el talento analítico en España.

Responsible data usage for effective advertising

Friday, May 19, 2017

Responsible data usage for effective advertising


Written by Liao Yin Tung 

Recently The Economist stated that "The world's most valuable resource is no longer oil, but data". With the rise of mobile technology, traditional advertising has unsurprisingly evolved into digital, therefore holding aspects of consumer behaviour. Mobile advertising converts customer's impulsive buying into rational, informed purchases, changing how brands appeal to users while extending publisher reach by including new channels.

From the end users perspective, there remain three big questions on Mobile Ads: Data Collection; DataValue; and Data protection.

Livestream of Tonight’s Big Data for Social Good in Action event

Thursday, May 18, 2017

Livestream of Tonight’s Big Data for Social Good in Action event


Our Big Data for Social Good in Action event is here! We will be livestreaming the event, so even if you cannot join us in person, you can still tune in to learn from our speakers. We will be hearing from people who don’t just talk about the positive impact Big Data can have in the world, but have experience putting that into action.

Tune in here for the livestream at 19:00 hours on May 18 for this exciting event!
LUCA chooses Hortonworks from Hadoop as its platform to offer Big Data as a service for Spain

Wednesday, May 17, 2017

LUCA chooses Hortonworks from Hadoop as its platform to offer Big Data as a service for Spain

As each business sector is becoming increasingly competitive, data has become a key asset to success. In order to best leverage this asset, though, businesses need to ensure that the data that they generate and receive on a daily basis is optimised. Through aiming to do this, businesses can improve their use of resources and business processes. Businesses can also address new challenges that face them and streamline their decision making process. These predictive analysis models are essential if they want to be part of the digital transformation that is currently taking place across various markets.
LUCA Talk 5: Transforming the Tourism Industry with Dynamic Insights

LUCA Talk 5: Transforming the Tourism Industry with Dynamic Insights

It is already common knowledge that tourism is one of the biggest successes for the Spanish economy. Travelers are now more informed than ever before, instantly sharing their experiences whilst travelling and having the ability to have a much more extensive knowledge of a city before stepping on a plane.
 Mum, when I grow up I want to be a hacker

Mum, when I grow up I want to be a hacker

The hacker concept is most often associated with male 'techies' and 'geeks'. But why is it so difficult to find female role models in the world of technology? A passionate and lively TED talk was given by Christopher Bell, media studies scholar and father of a Star Wars-obsessed daughter, addresses this question by highlighting the alarming lack of female superheroes in the toys and products marketed to children, and how this impacts their view of the world. According to various studies, at the age of 11 many girls feel drawn towards technology, science and mathematics but they lose interest when they turn 15.

LUCA Talk 5: Transformando el sector turístico con insights dinámicos

LUCA Talk 5: Transformando el sector turístico con insights dinámicos

El turismo es uno de los sectores clave de la economía española. A la hora de viajar tenemos la oportunidad de conocer todos los detalles y lugares más importantes de una ciudad sin ni siquiera haber puesto un pie en el avión. Tradicionalmente los estudios sobre esta industria se han basado en datos subjetivos, encuestas o entrevistas a expertos, que en ocasiones se alejan de la realidad.

Datacloud Europe is nearly here!

Tuesday, May 16, 2017

Datacloud Europe is nearly here!

The importance of the data cloud storage method has taken prevelance in the market and for this reason the Datacloud Europe event was created to harbour and share good practice. Chema Alonso will be talking about how companies can stay relevant in the ever changing field of cyber security.
¡No te marques un triple! Los datos toman la cancha

Friday, May 12, 2017

¡No te marques un triple! Los datos toman la cancha

¡No te marques un triple! Los datos toman la cancha
Escrito por Daniel Torres, Global Product Manager at LUCA

El Big Data ha invadido también los deportes, y ya hemos visto ejemplos con el ciclismo, fútbol... donde LUCA y Telefónica han generado algunos casos de uso con equipos de primer nivel competitivo.

Uno de los deportes que más estadísticas genera, y que además se hacen publicas en la prensa, es el baloncesto. Los puntos, rebotes, asistencias, en tiros acertados vs. fallados etc. generan mediante un algoritmo sencillo lo que se conoce como "valoración" de un jugados individual y del equipo al completo.

Humanities in a Big Data World

Thursday, May 11, 2017

Humanities in a Big Data World

A lot has been said about the future of workforce. We have seen many "prophets" claiming the end of jobs how we know them today. Oxford University has claimed that tech could steal around 47% of the existing jobs nowadays. The OECD isn't so pessimistic and calculates that 10% of the world population will remain unemployed because of technological development. And it could become true someday. Maybe.
Whatsapp is down, now what?

Wednesday, May 10, 2017

Whatsapp is down, now what?

Written by Raúl López and Luis Suárez, LUCA interns.

Very few people use their mobile phones without installing Whatsapp. The application gives thousands of millions of people the possibility to share their lives daily with their friends and family worldwide. Therefore, any kind of disruption to this service is capable of provoking a chain reaction. Once one method of communication fails, people will always manage to find another one to take its place. As soon as problem arises with this network the first reaction is sign in to another form of social media.

Whatsapp se cae, ¿y ahora qué?

Whatsapp se cae, ¿y ahora qué?


Escrito por Raúl López y Luis Suárez, becarios en LUCA.

Pocas personas quedan en nuestra sociedad que no conozcan WhatsApp y su utilidad. La aplicación permite a miles de millones de personas estar conectadas y compartir su día a día. Por tanto, una repentina ausencia de este servicio es capaz de provocar una reacción en cadena. Y si un canal de comunicación falla, siempre se pueden recurrir a otros alternativos. Cuando esta red tiene algún problema la primera reacción es acudir a otras redes sociales para comunicarse.

LUCA y Telefónica: Conectando a los no conectados

Tuesday, May 9, 2017

LUCA y Telefónica: Conectando a los no conectados

El desarrollo de Internet ha creado la herramienta transformadora más poderosa de la tierra. Nunca ha habido una tecnología que haya llegado a tanta gente tan rápidamente. Internet es al mismo tiempo una plataforma y una infraestructura en la que se sustentan todas nuestras vidas: acceso a oportunidades laborales, la formación, la salud, la agricultura, los servicios financieros, el ocio o la comunicación han sido posibles gracias al perfeccionamiento de la conectividad y de los servicios de internet. 
El Big Data llega a las Fallas de Valencia

Monday, May 8, 2017

El Big Data llega a las Fallas de Valencia

Hace un par de meses la capital de la Comunidad Valenciana se vestía de fiesta para su mayor acontecimiento del año: las fallas de Valencia. Cada año del 15 al 19 de Marzo, Valencia celebra la llegada de la primavera con este festival tan conocido alrededor del mundo.

Big Data has even reached Las Fallas in Valencia

Big Data has even reached Las Fallas in Valencia

Just a few months ago, the capital of the Valencian community hosted the biggest party of the year: Las Fallas de Valencia. Every year from the 15th until the 19th of March, Valencia celebrates the arrival of spring with an event that is world-renowned.
Mamá, yo quiero ser hacker

Friday, May 5, 2017

Mamá, yo quiero ser hacker

El concepto hacker es asociado la mayoría de las veces a figuras masculinas techies y geeks. Pero, ¿por qué es tan difícil encontrar referentes femeninos en el mundo de la tecnología? El motivo lo podríamos encontrar en esta charla TED apasionada y muy animada de Christopher Bell, estudioso de los medios y padre de una hija obsesionada con Star Wars, donde abordaba la falta alarmante de superheroínas en los juguetes y productos comercializados para niños, y lo que eso significa para la forma en que les mostramos el mundo. De la misma manera, según varios estudios, a la edad de 11 años muchas niñas se sienten atraídas por la tecnología, las ciencias y las matemáticas pero, pierden el interés al cumplir los 15 años.
LUCA elige Hortonworks con Hadoop como su plataforma para ofrecer Big Data as a Service en España

Thursday, May 4, 2017

LUCA elige Hortonworks con Hadoop como su plataforma para ofrecer Big Data as a Service en España

Alcal Data Center of Telefónica
En un contexto de mercado cada vez más competitivo, los datos son un activo de gran relevancia para las empresas. Las grandes empresas necesitan optimizar todos los datos que generan y reciben día a día. Solo así pueden ser capaces de mejorar sus recursos y procesos empresariales, agilizar la toma de decisiones o emprender nuevos retos de negocio. Estos análisis predictivos son más que necesarios si se quiere embarcar en la transformación digital que pide el mercado. 
Big Data for Social Good in Action Event: New Speakers Added

Wednesday, May 3, 2017

Big Data for Social Good in Action Event: New Speakers Added


On May 18, LUCA is hosting a gathering for Big Data changemakers at Wayra Madrid to talk about what it means to use Big Data as a tool for social good. In partnership with Telefónica Open Future, this action-oriented evening is geared toward leaders from a variety of sectors. We are excited to announce the addition of two more engaging speakers to our lineup:

Dan Rosen talked about the importance of adopting mobile advertising: LUCA Talk 4

Tuesday, May 2, 2017

Dan Rosen talked about the importance of adopting mobile advertising: LUCA Talk 4


This past Wednesday our head of Global Advertising, Dan Rosen, gave a talk highlighting the importance of a "mobile first, mobile only" approach to advertising. Dan started by giving an overview of his career progression and what brought him to LUCA from an agency background, and what led him to believe in the importance of Big Data for advertisers.