Dr. Richard Benjamins

Group Director BI & Big Data

Telefonica

Big Data – From Hype to Reality

Telefonica

© 2014

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Xavi: movements faster than 5 m/sec

Time at each position sec.

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Messi movements faster than 5 m/sec

What’s the big deal with Big Data?

Big Big

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McKinsey

Big

Data

McKinsey

Big

Deals

Big Data is a hype

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Where does all the hype come from?

Today, huge marketing budgets are

being thrown at those two words, driven by new business… no wonder

all the noise!

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2004: Googlepublishes Map Reduce paper

(link: here)

2006: Yahoo’sDoug Cuttingopen sources Hadoop out of his older search engine project Nutch.

(Link: here)

2011: McKinsey Global Institute

publishes report on Big Data’s market potential for business, reaching out of the tech. world

(link: here)

But what is Big Data?

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Dave Feinleib, Forbes blog

1. Big Data is Only About Massive Data Volume2. Big Data Means Hadoop3. Big Data Means Unstructured Data4. Big Data is for Social Media Feeds and Sentiment

Analysis5. NoSQL means No SQL

Where is Big Data coming from?

Type of Big Data

OTT/Telco Cost of data collection

By product/ seeking

Batch/real-time

Differential?

Social media OTT Low Active Both No

Web logs Both Low Passive Both No

Network data Telco High Passive Both Yes

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Network data (telco)

Telco High Passive Both Yes

M2M (sensor) data

Both High Active Both Might

Open data OTT Low Both Batch No

Transact. data Both Medium Passive Both No

PI EconomyExamples of external useInternal use

Several business opportunities with (big) data

Different “business” models with different maturities and different risks

Data = improved business

Data = risk = business

Data = businessData = better advertising

Improve services

Advertising Access to insights

Become a gatekeeper of personal data

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Leverage data to

understand and

improve business

(x/up sell, churn)

and products

Recognize that digital data is

delicate (privacy) Turn that into an

opportunity

Insights that help improve

businesses and governments

Leverage data for

targeting users

with relevant ads

and higher CTR

and conversion

M2M

Smart cities

Privacy remains an issue

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Are you aware where your data is going?

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The industry is learning by doing

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External Monetisation - Smart steps for retailers

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What are the profiles of the people in the area of my store?

How does the footfall in our area change throughout the

day?

Organizadores Sponsor platinum

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Sponsor Gold Con el apoyo de Socio tecnológico

Nicolas Moulard, Director de Actuondamoulard@actuonda.comTel : +34 699 248 200@Radio_20 www.bigmediaconnect.es