2014 11 24 big data bmm aformationdigitale2014 v print guy huyberechts
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Transcript of 2014 11 24 big data bmm aformationdigitale2014 v print guy huyberechts
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Guy Huyberechts, BMMA 2014 November, 24th
Big Data and Big Analytics – new reality and/or new tools for
marketers?
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DEFINITIONS
HOW TO
ABOUT DATA
DREAM OR REALITY ?
ARE WE READY ?
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DEFINITIONS
HOW TO
ABOUT DATA
DREAM OR REALITY ?
ARE WE READY ?
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“I said it before & I’ll say it again:EVERYTHING IS RELATIVE,
THE SAME GOES FOR BIG DATA”
DEFINITIONS
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DEFINITIONS BIG DATA: HYPE OR NOT?
Gartner Emerging Technologies Hype Cycle 2012: http://blogs-images.forbes.com/gartnergroup/files/2012/09/2012Emerging-Technologies-Graphic4.gif
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“When volume, velocity and variety of data exceeds an organization’s storage or
compute capacity for accurate and timely decision-making”
DEFINITIONS
May 2011
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Value
VOLUME(amount &complexity)
VARIETY(type & sources)
VERACITY(quality &
trust)
VELOCITY(speed)
DEFINITIONS
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DEFINITIONS
1 EB = 1000000000000000000B = 1018bytes = 1000 petabytes = 1 billion gigabytes.
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LOW HIGH
LOW
HIG
H
INFO
RM
ATI
ON
AN
D K
NO
WLE
DG
E
VOLUME AND FLOWS OF (BIG) DATA
255 MILLION SITES (2011)
2 BILLION PEOPLE (2011)
1 TRILLION DEVICES (2013)
DEFINITIONS
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DEFINITIONS
“Hard Disk vendors tend to overemphasize the “Volume”
part of the Big Data definition.”
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1B hosts
ARPAnet Node 1At UCLA
1980 – Apple: $14M per TB
2010 – Barracuda, $70 per TB
$5 per Mbps
$1200 per Mbps
today
todaytoday
today
1998
19691970
1960
# o
f h
ost
s$
pe
r M
bp
s
$ p
er
GFL
OP
S$
pe
r TB
Network access
Bandwidth costCPU cost
Storage cost
2009 – AMD Radeon, $0.59
1961 – IBM 1620 , $1,100,000,000
Source: Mike Driscoll, CTO Metamarkets: The Three Sexy Skills of Data Scientists (& Data Driven Startups)
DEFINITIONS
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DEFINITIONS
TIME
DA
TA V
OLU
MES
Source: IDC
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DEFINITIONS
Aug 2011, London riotsTwitter : 1 million tweets on this topic in just one day
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DEFINITIONS
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DEFINITIONS
2013 Feb, 3rd 9:08 p.m. Eastern time | power outageThe Superdome loses power. Twitter comes to the rescue. Here are the best tweets so far231500 tweets per minute :
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DEFINITIONS
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10 lundis pour
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HOW TO
ABOUT DATA
DREAM OR REALITY ?
ARE WE READY ?
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“Many companies will find low-hanging fruit by tearing down corporate silos.”
ABOUT DATA
“It is very common to find data in disparate silos Inside organisations, with a strong degree of territorial or technical boundaries around the data. “Edd Dumbill, Chairman,O’Reilly Strata Conference
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SHIFT NEEDED FROM APPLICATION-DRIVEN TO DATA-DRIVENABOUT DATA
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More data sources still to explode…
ABOUT DATA
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DATA FROM MOBILE APPSABOUT DATA
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Medical parameters tracked in real time for Australian Firemen
ABOUT DATA
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PRODUCT GENERATED MACHINE DATAABOUT DATA
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Social Data
Web Data
ConsumerOpen Data
“Paid”Machine Data
MktSales
Call Center
Mobile Data
...
OWNED
Company Silo Breakdown
“Owned”Machine Data
Social Data
Web Data
“Earned”Machine Data
Mobile Data
Suppliers
PAIDOPEN
EARNED
ABOUT DATA
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INCORPORATE 3RD PARTY DATA – OPEN DATA MOVEMENT
“A piece of data or content is open if anyone is free to use, reuse, and redistribute it —subject only, at most, to the
requirement to attribute and/or share-alike.”
(Source: opendefinition.org)
ABOUT DATA
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CHALLENGE IS NOT ABOUT DATA
Even more than dealing with volume, Big Data is about solving complex problems faster and more accurate,
resulting in a higher business value.
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10 lundis pour
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digitalDEFINITIONS
HOW TO
ABOUT DATA
DREAM OR REALITY ?
ARE WE READY ?
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“The faster you analyze your data, the greater its predictive value. Companies are moving away from batch processing to real-time to gain competitive advantage.”
HOW TO DO
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SEMMA (sample, explore, modify, model, assess)- without sampling- building models at the speed of light- one to one scoring will replace batch scoring- complex event stream processing vs scoring
OLAP without cubes
HOW TO
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Domain ExpertMakes DecisionsEvaluates Processes and ROI
BUSINESSMANAGER
Model ValidationModel DeploymentModel Monitoring Data Preparation
IT SYSTEMS /MANAGEMENT
Data ExplorationData VisualizationReport CreationAuthor Rule Logic
BUSINESSANALYST
Exploratory AnalysisDescriptive SegmentationPredictive Modeling
DATA SCIENTIST /STATISTICIAN
The Analytic Lifecycle
PEOPLE
PROCESS
TECHNOLOGYSource : SAS Institute
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Storytelling is not only an asset in consumer marketing, but in business decisions as well. To derive the greatest value from data, you need
storytelling through data exploration & visualization.
HOW TO
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90% of information that comes to the brain is visual
Brain processes visual information 60.000 faster than text
HOW TO
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HOW TO
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HOW TO
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HOW TO
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HOW TO
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HOW TO
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Try it out for yourself – http://bit.ly/trysasva
HOW TO
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HOW TO
Real time sentiment analysis
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HOW TO
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10 lundis pour
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digitalDEFINITIONS
HOW TO
ABOUT DATA
DREAM OR REALITY ?
ARE WE READY ?
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REALITY ?
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Yourself as New social currencyBAL HARBOUR SHOPS MIAMI VIP EVENT FOR PEOPLE
WITH A KLOUT SCORE >=40
ABOUT DATA
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REALITY ? 50% CHURN REDUCTION BY COMBINING CRM, SOCIAL & BILLING DATA
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Colruyt…
1.600.000 unique foldersSent every 2 weeks to their customers
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WEBSITE OPTIMIZATION THROUGH WEBLOG ANALYSISREALITY ?
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MACHINE DATA BASED PRODUCT IMPROVEMENTSREALITY ?
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SMART METERING DRIVEN COST REDUCTIONREALITY ?
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Every store along the mile-long
Regent Street — including
Hamleys, Longchamp,
Burberry, Banana Republic,
Hugo Boss and Anthropologie
— is expected to install beacons
to broadcast offers to shoppers
as they walk past the shop front.
About 100 stores have already
been fitted with the technology.
REALITY ?
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20% CUSTOMER CHURN REDUCTION BY CUSTOMER VIEW EXPANSIONREALITY ?
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BETTER NEXT BEST OFFER PREDICTION (REDEMPTION RATES UP TO 25%)REALITY ?
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REALITY ?
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35 percent of what consumers purchase on Amazon and 75 percent of what they watch on Netflix come from product recommendations based on algorithms focused on transaction data and digital media trends.
REALITY ?
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DEFINITIONS
HOW TO
ABOUT DATA
DREAM OR REALITY ?
ARE WE READY ?
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The main challenge is changing the organization so that it more readily challenges the rationale for decisions, uses data to back up the discussion, and generates explanations.
ARE WE READY ?
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“The ability to take data - to be able to understand it, to processit, to extract value from it, to visualize it, to communicate it is going to be a hugely important skill in the next decades.”
Hal Varian - Chief Economist Google
ARE WE READY ?
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http://www.bigdatalandscape.com/
ARE WE READY ? IT NEEDS TO FAMILIARIZE WITH THE NEW TECHNOLOGY LANDSCAPE
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HackingStatistics
Domain Expertise
MachineLearning
DataScientist
Drew Conway, The Data Science Venn Diagram
ARE WE READY ?
“Organizations have to identify people from within who have a track record of breaking the status quo, and who are open to exploring new sources of information on a regular basis,” Anjul Bhambhri, IBM source : Forbes
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Source:Indeed.com
ARE WE READY ?
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Big Data is a Company Objective and needs a strong governance model
ARE WE READY ?
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Don’t accumulate data for data’s sake. Focus on value for your business projects.
Breaking down corporate silos can be the low-hanging fruit for your Big Data pilot.
WRAP UP
Big Data needs to be in the mindset of the whole organization.
Use solutions that make analytics approachable for a broaderbusiness audience.
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