2014 11 24 big data bmm aformationdigitale2014 v print guy huyberechts

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rattraper le train du

digital

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.

http://en.wikipedia.org/wiki/Petabyte

http://en.wikipedia.org/wiki/1,000,000,000

http://en.wikipedia.org/wiki/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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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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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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digital“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.”

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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

http://bit.ly/trysasva

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HOW TO

Real time sentiment analysis

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HOW TO

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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.

http://www.theproducersperspective.com/my_weblog/2012/05/5-takeaways-from-the-latest-get-your-show-off-the-ground-seminar-2.html/take-away

http://www.theproducersperspective.com/my_weblog/2012/05/5-takeaways-from-the-latest-get-your-show-off-the-ground-seminar-2.html/take-away

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QUESTIONS

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Thank You !

[email protected]

Marketing

2014 11 24 big data bmm aformationdigitale2014 v print guy huyberechts