Anatomy of a Big Data Application (BDA)

ANATOMY OF A BIG DATA APPWhat are they? And why should you care?

WHAT WE’LL COVER TODAY• Context• Challenges• Why should you care?• Big Data Applications (BDAs)• How to leverage BDAs

HOW BIG ARE WE TALKING?• 1,000,000,000,000,000,000 bytes = “exabyte”• Library of Congress estimates • 1,800 exabytes in 2011 • 7,900 exabytes by 2015

HOW BIG ARE WE TALKING?“Data sets so large and complex that they becomeawkward to work with using on-hand databasemanagement tools” – Wikipedia

CHALLENGES• Collection & storage • 80s and 90s – IBM, Oracle, SAP, SAS, EM C • Now this is cheap enough for the masses• Analysis • ERPs, IBM, Google • 90s, 2000s, now• Acting on it! • Now (for the leaders)

RISE OF THE MACHINES Cheap, scalable computing power enabled the big data revolution

WHY DON’T PEOPLE…

ANALYSIS: ANYONE CAN READ THIS GRAPHMost people working on big data are stuck on simple analysis

PALUSTRIS NETWORK Where would you start?

DIY APPROACH TO BIG DATA ANALYSISMore datapoints and moreanalysis yields:• More analysis paralysis• No guarantee analysis is correct• Fails to get deep into data• Slow• Reconciling multiple sources is nearly impossible • Ex. Lead attribution

DIGGING DEEP Q: How many numbers can a typical human store in their “working memory”?

BIG DATA APPS: WHY SHOULD YOU CARE?• Improve your business and people• Unlocks value of data (rather than dumping it in a datawarehouse)• BDAs are becoming ever-present part of life• You can tie back to outcomes and actions!!!!

BIG DATA APPS DELIGHT (MORE) CUSTOMERS• BDAs • Anticipate their needs • Provide excellent results • Improve their day

MUSICCDs Spotify

TRAFFICLocal News Bird Google Maps

CONTACTSOutlook LinkedIn

BIG DATA APPLICATIONS They harness the world’s data to deliver you abetter outcome –more traffic, action, conversions and/or revenue.

KEY CHARACTERISTICS OF BIG DATA APPS• Big Data• Cloud• Network effect• Action• Results

NETWORK EFFECT• Value of BDA increases with # of end-users/customers • More users mean mean more frequency of usage • More users means better data• Network Effects from Data: • Data enables them to generate "news feed" events which in turn drives more data • Example: I update my profile once, everyone sees the change• Data as a Source of Competitive Advantage • Selling the milk not the store. • The DBA itself is not the value. It’s the data (and what you can do with it) that counts.

NETWORK EFFECT: LINKEDIN• 3 degrees of separation• Accurate • Both parties win• Timely• Content • Groups • Answers • Status • Company• Becoming a destination for recruiters AND professionals

ACTION• No more analysis paralysis• Machine Learning • Continuous cycle• Real-time

ACTION: PANDORA• Music Genome Project• Give it a little, it predicts a lot• Responds to feedback in real time• How often do you change the station? • Knows you better than you know yourself

RESULTSThe Old Way The BDA Way1. Collect data 1. Create great content2. Store data 2. Use BDA3. Rationalize data 3. Get results4. Analyze data 4. Repeat infinitely5. Select data to act on6. Act on data7. Measure results8. Rationalize with revenue impact

RESULTS: BLOOMREACH• Websites trust the machine• Trust rewarded with results • Clicks • Conversions• BloomReach is paid on measurable impact to revenues

HOW TO WORK WITH A BDA EFFECTIVELY• Play your part• Realize more goes on outside you walls than inside• Evaluate based on outcomes

PLAY YOUR PART• Do what you do best • Creative • Content • Relationships

OUTSIDE YOUR WALLS• Realize more goes on outside your company than within• Make peace with that• For example • The web knows more about customer than you do • And more about traffic • And even more about songs youd like

EVALUATE BASED ON OUTCOMESTrust Verify

OUTCOMES

IN SHORT… BDAs improve the customer experience and therefore, the company bottom line.

QUESTIONS TO ASK YOURSELF• What does the web know that I don’t about my customers and prospects?• Can I scale my current approach to be BIG?• What changes in my go to market would yield the biggest impact?

Q&A• Raj De Datta• @bloomreachinc

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Anatomy of a Big Data Application (BDA)

by BloomReach on Jul 26, 2012

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Anatomy of a Big Data Application (BDA) Webinar Transcript