Mario Faria

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Helping Marketers to

Cross the Big Data Chasm

Mario Faria fariamario@hotmail.com

+1 - (425) 628-3517 @mariofaria

Mario Faria

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Who am I ?

•  MIT recognition as one of the 1st Chief Data Officers and Lead Data

Scientists in the world (just Google “Mario Faria Chief Data Officer”) •  20+ years working with Information Technology, Management

Consulting, Financial Services, Retail, CPG and Private Equity •  Proven expertise in Data Management, Data Science, Analytics and

Supply Chain Management •  Speaker at several conferences on the subject in USA, Europe and

Latin America •  Contributor to magazines and publications •  Big Data Advisor at the Bill and Melinda Gates Foundation •  Member of the MIT Data Science Initiative

Mario Faria

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My mission : To help the data community evolve with sustainability

Mario Faria

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Helping HR to Cross the Big Data Chasm

Geoffrey A. Moore

Mario Faria

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Data and Analytics professionals are not helping everyone else to understand it

Mario Faria

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Mario Faria

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Web 1.0 Bricks to Clicks

The Web Evolution : more and more data driven

Web 2.0 Participatory

Web 3.0 - Data-driven Web moves from broadcast (push) medium to enabling two-way dialogue based on: - Behavior - Preferences - Profile data - Personalized user experiences Leverage the web as a database - Machine learning - Predictive analytics - Automated modeling Internet of things - Widgets - Peer-to-peer networks - Devices, Cars

Middle 90s 2005 - 2011 2012 moving forward

Mario Faria

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The 4 driving factors that are changing the technology industry as

we know it •  Social •  Mobile •  Cloud •  Big Data

Mario Faria

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Mario Faria

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SQL

MAPREDUCE

HADOOP

CLOUDSCALE

MPI

BSP

PREGEL

DREMEL

PERCOLATOR

What is Big Data?

Mario Faria

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What is Analytics ?

“The extensive use of data, statistical and quantitative analysis, explanatory and predictive models, and fact-based management to drive decisions and actions” – Thomas Davenport

Mario Faria

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Analytic Maturity Curve

Mario Faria

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This brave new world we are living in

Mario Faria

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Big Data

=

Human Behaviour

Mario Faria

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One Big Data usage : Social CRM and

Behavioral Targeting

Mario Faria

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Beer and Diapers ? Mith or reality ?

Do it with your own Market Basket Analysis

Mario Faria

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Mario Faria

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How Netflix works

•  History of your preferences •  Each household will present you a different set of films

and TV series •  Based on your behaviour, time preferences, etc •  Very complex analytics modelling

Mario Faria

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Gaydar Project - MIT

• Finding out sexual orientations

• Facebook posting analysis • Friends lists identifications • Behaviour patterns •  Inferences and predictive

analysis

Mario Faria

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Real Digital Marketing Campaign

•  Luxury car manufacturer •  Targeting males from 35 to 50 years old •  São Paulo upscale neighbourhoods •  Email sent using a combination of data points

(income, geospatial, credit history)

Mario Faria

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Credit Card Debt Recovery Campaign

•  Major Brazilian bank •  Very focused and narrow target •  Looked at years of the bank history to get the payment

analysis •  Isolated some variables to find out the best possible

return

Data  Science      

The  process  of  taking  raw  data,  producing  informa8on  from  data,  and  using  this  informa8on  to  guide  ac8ons  that  will  bring  financial  benefits  to  business  

Chief  Data  Officer  /    Head  of  Analy8cs  /    Data  Scien8sts  

Mario Faria

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The role of a Chief Data Officer or Lead Data Scientist

A data scientist is the one who looks for insights

The insight is operationalized in BI/DW products, by data architects

The insight is shared with the enterprise The CDO or Lead Data Scientist is the

executive responsible and accountable for the data life cycle inside the organization, managing the people involved in the data activities, such as acquisitions, analytics,

processes, governance, quality, technology and budget

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Thank you Mario Faria Data Strategy Advisor http://www.linkedin.com/in/mariofaria/ Founder of the Digital Mad Men www.slideshare.com/fariamario Twitter : @mariofaria fariamario@hotmail.com +1 (425) 628-3517