In these strange times it’s hard to think ahead to 2030; we don’t know what the world will look like next week let alone in ten years. Yet from a data perspective there are clear trajectories around its volume, variety, value, the role it plays in business growth, the skills required to optimise and the expectations from individuals on how their data is collected and processed.

We are moving from the digital revolution to a data revolution – creating a universe in which data infuses our everyday lives, the decisions we make and the way we behave. Until now, data has been a recorder and interpreter of the world, but by 2030 data will define the relationships between things, people and places, and decide much of our experience. Data will not yet be in charge but it will be a constant influence.

WPP’s Data 2030 report (downloadable in full below) explores the world of data in 2030 through four themes:

1. The dataverse

As data volumes expand, it will be used to track and influence everyday interactions, but the cost of storing and processing that data will be a major factor in how we use it.

2. Data the decision maker

Data will be used as a decision maker, although for the most part it will be restricted to augmenting human decisions rather than replacing them. Its new role will change how we process and apply data.

3. Rebalancing control

Regulation and social attitudes will transform the market in personal data and how we manage access to it.

4. The professionalisation of data

Regulation, energy costs and environmental taxes, as well as reduced access to personal data, will combine to create a more professional use of data.

Download the Data 2030 Report