Big Data in Belgium

860 views
758 views

Published on

A presentation on the definition of big data, added value, uses cases and how to deal with privacy.
Presented at BDMA D-Day Conference, 2013.

Published in: Data & Analytics, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
860
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
19
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Gartner Emerging Technologies Hype Cycle 2012: http://blogs-images.forbes.com/gartnergroup/files/2012/09/2012Emerging-Technologies-Graphic4.gif
  • People often think about big data in petabytes, exabytes, but that’s not yet the case in Belgium. Here the biggest data challenges we’ve seen in test cases are a couple of terabytes (2 external hard drives)
  • People often think about big data in petabytes, exabytes, but that’s not yet the case in Belgium. Here the biggest data challenges we’ve seen in test cases are a couple of terabytes (2 external hard drives)http://www.photocardsdirect.com/blog/mayan-calendar-end-is-near/
  • Web of people still limited to the number of people ... No limits with machine data
  • MASSINVE ADVANCES IN INFRASTRUCTURE HAS SEEDED THE BIG DATA REVOLUTION OVER THE PAST 50 years
  • Forrester: 94% year-over-year growth of corporate databases
  • Complexity + relevance
  • Structured: Excel sheets, traditional databasesSemi-structured: weblogs, machine data (based on xml), rfid...Unstructured: text such as call logs, images, video, rich mediaUse more diverse data, not just more data. More diverse data leads to greater insights. Combining multiple data sources can lead to the most interesting insights of all.
  • Speed of incoming data + speed of (re)actionability. Consumer is NOWsumer (short attention span)http://darmano.typepad.com/logic_emotion/2013/02/real-time.html
  • Monitor customer sentiment:
  • No need to store everything... Tell story difference man / wife storing pictures
  • Analytical mindset + executive sponsorship that understands the value + appropriate incentives
  • Some people say the CMO is going to invest more in IT than the CIOUnderstanding the new technology landscape and playersDealing with legacy systemsOngoing innovation
  • Need for business and IT collaborationOften see customers where IT does not want to give the business the data. The business owns the data, IT creates the data.Need for better collaboration and flexibility to derive greater value from data
  • 4 optionsRe-skill internallyHire directHire consultants Outsource analytics
  • Machine learning: great skills, mathematically grounded but inability to bring deep industry knowledge to problem-solvingResearch: strong industry knowledge and mathematical grounding but inability to operate at scaleDanger zone: strong dev skills plus industry knowledge but without analytical rigorDATA SCIENTSTS ARE TRUE UNICORNS
  • There will be a shortage on the market in terms of analytical talent... Need to upgrade skillset existing business users.Drawback of open source: too technical right now
  • Some marketeers rely more on their gut (and are quite successful at doing so) than data. Spreadsheets are functional, but they don’t encourage deep interaction. To derive the greatest value from big data, users need to view and engage with their data on an ongoing basis. A spreadsheet doesn’t offer any motivation to do that. An intuitive UI, on the other hand, promotes regular usage, enabling companies to befriend their big data. Those visuals, in turn, encourage companies to make smarter, data-driven decisions. You just don’t get as much out of a quarterly report as you do from daily engagement.
  • Predict revenue, expenses without the need for advanced statistiscal knowledge
  • Visualizations tell a story.Autocharting makes it easy for business users.
  • Approachable analytics for end users... What does this mean
  • Predict revenue, expenses without the need for advanced statistiscal knowledge
  • Unique list of customers ... Use bounced email information from marketing database to improve e-invoicing process.Often companies are siloed per channel or per product group... They’re usually not
  • We have helped a major airline, improve targeted investment in search engine optimisation, improve site usability, increase online registration, check in and other self-service capability and above all, improve ticket sales.For example, out of several hundred thousand daily visits we identified a cluster of business customers who looked (again only possible by collecting data from the browser) to purchase flights to New York each month. However, when integrating this online data with their booking history we discovered that they only purchased 2-3 times a year on average. When looking at all data for a similar cluster of customer activity we found 20,000 other business customers showing identical ‘New York’ behaviour. This enabled a series of relevant offers to these customers. On top of this we were able to look at other interests and cross sell opportunities such as hotels in New York. New York is only one of many destinations!
  • http://www.slideshare.net/tmo/designing-for-an-internet-of-things
  • Short and sweet, it’s a payment app with a loyalty component that provides a mobile commerce experience–a cool factor. There’s a simple add on in the settings tab that allows users to Like Dunkin Donuts on Facebook and follow them on Twitter. Just like that, with a simple like or follow, Dunkin Donuts can access all kinds of juicy interest and intent data from behind the walls Facebook privacy annals.Now you’ve seen friends on Facebook posting stats from their latest run from Nike+ or their record breaking day as recorded by their Nike Fuelband. The Nike apps are some of the best users experiences I’ve seen in mobile apps. The devices they pair with record big data on their customers’ exercise habits already. Couple that with the fact that users like to share content from the apps to their social networks and Nike has big data on exercise and social profiles.http://blog.truelens.com/5-examples-of-how-marketers-are-getting-access-to-big-data-with-branded-apps/
  • The Pebble has an e-paper display that is black and white only, but sips power so that the watch can go a couple of weeks between charges.Pebble is really a little computer, complete with its own apps and community of developers who write them, just like the iPhone and Android. At this point, Pebble’s functions are pretty limited: it can display text messages, emails and other alerts as they come in, control music playback on your phone, and of course tell time. It means you don’t have to keep taking your phone out of your pocket.Watson Energy Consumption & Solar Generation Meter: diykyoto.comHP Labs: CENSE WWW.HPL.HP.COM/RESEARCH/INTELLIGENT_INFRASTRUCTURE
  • Smart, responsive and elegant, the Copenhagen Wheel is a new emblem for urban mobility. It transforms ordinary bicycles quickly into hybrid e-bikes that also function as mobile sensing units. The Copenhagen Wheel allows you to capture the energy dissipated while cycling and braking and save it for when you need a bit of a boost. It also maps pollution levels, traffic congestion, and road conditions in real-time.Controlled through your smart phone, the Copenhagen Wheel becomes a natural extension of your everyday life. You can use your phone to unlock and lock your bike, change gears and select how much the motor assists you. As you cycle, the wheel’s sensing unit is also capturing your effort level and information about your surroundings, including road conditions, carbon monoxide, NOx, noise, ambient temperature and relative humidity. Access this data through your phone or the web and use it to plan healthier bike routes, to achieve your exercise goals or to meet up with friends on the go. You can also share your data with friends, or with your city - anonymously if you wish – thereby contributing to a fine-grained database of environmental information from which we can all benefit. 
  • Deloitte:Every business will have a strategy to exploit the rapidly growing estate of open data.Businesses will increasingly open up their data to revolutionise the way they compete.Businesses will use open data to inspire customer engagement.Businesses will work with the Government to establish a new paradigm in data responsibility and privacy.
  • http://www.flickr.com/photos/30079597@N06/4415959870/
  • Social adsGeotargeted adsRetargeted ads: browse shoe site, ad for the same shoe pops up elsewhereEndless.com: buy pair of red shoes and 1 month later you visit the site and you get recommendations for the same bagThe creepy factor, however, is the response to a novel use of information to provide a seemingly personalized response. Over time, the creepiness decreases. Most of us are now accustomed to customized Google search results, specific Gmail ads, and pre-scient Facebook recommendations. They no longer make our skin crawl.Facialrecognition software can now identify groups’ sizes and estimate members’ ages, which could allow stores to provide the customers with targeted displays. For example, a car dealership could put mini-van ads on monitors as a family walks up to the showroom door. 73% of (Canadian consumers) say: “When I give a company my personal information, I expect the materials they give me in return to be more personalized”
  • Be clear about what type of data you are collecting and whyObtain a user consent (Opt in) – now enforced by Law
  • TomTom busted for selling data to police on ideal speed trap locations ... But they could sell data from the iPhone app to the government to improve traffic conditions or fix road bumps.Yes, you’ll need to deal with privacy issues ... But a matter of granularity maybe?->
  • The latest telematics technology with the Clear Box – You are insured to drive your car as soon as your policy starts. We install a clever little box the size of a smart phone out of sight in your car - at no extra cost and at a time and a place arranged with you.Rewarding better driving - The Clear Box records how, when, where and how far you drive so you can show us what kind of driver you are. If you drive safely, you can earn up to 100 Bonus Miles each month – that’s up to 1,200 a year! And, Bonus Miles help us work out how much you pay when you renew. They let you prove you are a safe driver and let us treat you as an individual.Incentives not penalties – With insurethebox there are no fines and no curfews, we take a positive approach to encourage our customers to drive more responsibly and safely. Safe driving can earn you Bonus Miles and save you money on your renewal price, not to mention reducing road accidents and even saving lives.http://www.guardian.co.uk/money/2011/apr/23/car-insurance-smartbox-young-drivers
  • Let the users decide if you’re doing the right thing. Ask for feedback
  • T-Mobile USA has integrated Big Data across multiple IT systems to combine customer transaction and interactions data in order to better predict customer defections. By leveraging social media data (Big Data) along with transaction data from CRM and Billing systems, T-Mobile USA has been able to “cut customer defections in half in a single quarter”.
  • More than that, Staples appeared to consider the person's distance from a rival brick-and-mortar store, eitherOfficeMax Inc. or Office Depot Inc. If rival stores were within 20 miles or so, Staples.com usually showed a discounted price. The company said it uses "IP address," a number assigned to devices that connect to the Internet, to try to match users to the closest store and align online prices accordingly.
  • The company’s Hadoop database, named EFX (for “every friggin’ X”), is currently analyzing 750 terabytes of unstructured data that Orbitz has collected. The data includes details on every aspect of how consumers plan trips on the site, including “everything they like or dislike about landing pages, hotel photos, maps and the checkout process.”After the data is run through EFX, Orbitz can determine which landing pages are most likely to convert to hotel bookings based on the specific pay-per-click leads that directed users to the page. This allows Orbitz to develop a “Recommended Hotels” path that shows users the hotels they are most likely to book, depending on how they arrived at the site. Harford said Orbitz would start testing these personalized hotel sorts this quarter.Orbitz has also determined that Mac users on average spend $20 more a night on their hotel than PC users. Based on this data, the company eventually will unveil targeted hotel sorts based on a user’s operating system, allowing Orbitz to provide a more personalized customer experience and likely increase revenue by showing users the hotels they are most interested in booking.http://www.nttcom.tv/2011/11/30/orbitz-provides-a-case-study-in-what-big-data-analysis-can-actually-do/
  • Ford collects and aggregates data from the 4 million vehicles that use in-car sensing and remote app management software to create a virtuous cycle of information. The data allows Ford engineers to glean information on a range of issues, from how drivers are using their vehicles, to the driving environment, to electromagnetic forces affecting the vehicle, and feedback on other road conditions that could help them improve the quality, safety, fuel economy and emissions of the vehicle.Ford also uses that sensing technology to glean information about how customers use its cars, which it then uses to improve design elements. Data on how customers use voice-recognition software, for example, led to new design and material choices intended to lessen noise levels inside the cabin that were interfering with the software’s ability to parse commands from ambient noise.http://blogs.wsj.com/cio/2012/06/20/ford-gets-smarter-about-marketing-and-design/
  • Movenbank launched in October 2012 with the aim of creating a financial services platform that encourages customers to improve their financial behavior, and rewards them for doing so. The service is based on a user’s CRED score, which is boosted by managing spending and saving, as well as by 'social influence'. Customers with higher CRED scores can benefit from reduced fees and access additional products.http://trendwatching.com/trends/10trends2013/?datamyning
  • Because of smart meters, electricity providers can read the meter once every 15 minutes rather than once a month. This not only eliminates the need to send some one for meter reading, but as the meter is read once every fifteen minutes, electricity can be priced differently for peak and off-peak hours. Pricing can be used to shape the demand curve during peak hours, eliminating the need for creating additional generating capacity just to meet peak demand, saving electricity providers millions of dollars worth of investment in generating capacity and plant maintenance costs.”TXU Energy is using the smart meter technology to shape the demand curve by offering “Free Night time Energy Charges — All Night. Every Night. All Year Long.” In fact, they promote their service as “Do your laundry or run the dishwasher at night, and pay nothing for your Energy Charges”. What TXU Energy is trying to do here is to re-shape energy demand using pricing so as to manage peak-time demand resulting in savings for both, TXU and customers. This wouldn’t have been possible without Smart Electric meters.
  • Business Issue:Macys.com needed enhanced customer insight, online and across channels, to effectively measure and understand the impact of its online marketing initiatives on Macy's store sales.Benefits: Increased customer insights; cross-sell and up-sell effectiveness; revenue and customer satisfaction, an approx. 20% reduction in churn rate.“With the extra time, the team has moved from being reactionary to proactive, meaning they can look at data and spend more time analyzing it and become internal consultants who provide more of the insight behind the data.”KeremTomak, Vice President of Analytics
  • Business Issue:Analyze massive amounts of data to predict which customers are most likely to respond to targeted marketing offers.Benefits: Catalina delivers incentives that consumers redeem at eight times the level of traditional program methods; many programs boast consumer response rates as high as 25%; the time that it takes to model and analyze data (250 million transactions) - processed per week has been reduced from over a month to just days.“…with the predictive capabilities we have with SAS, we're able to do it with more precision than anyone else in the market.”Eric Williams, Executive Vice President and Chief Information
  • Big Data in Belgium

    1. 1. BIGDATA IN BELGIUM Gianni Cooreman giannicooreman.com @giannicooreman
    2. 2. 6,5Y RESEARCH 1Y STRATEGY 1Y ANALYTICS TECHNOLOGY GEEK WORLD EXPLORER RUNNING JUNKIE WINE LOVER CUISINE SAVOURER
    3. 3. DEFINITIONS PEOPLE VIEW DATA VIEW USE CASES PRIVACY VIEW
    4. 4. DEFINITIONS PEOPLE VIEW DATA VIEW USE CASES PRIVACY VIEW
    5. 5. http://dilbert.com/strips/comic/2012-07-29/ DEFINITIONS
    6. 6. DEFINITIONS BIG DATA: HYPE OR NOT?
    7. 7. “When volume, velocity and variety of data exceeds an organization’s storage or compute capacity for accurate and timely decision-making” DEFINITIONS
    8. 8. DEFINITIONS “I said it before & I’ll say it again: EVERYTHING IS RELATIVE, THE SAME GOES FOR BIG DATA”
    9. 9. DEFINITIONS
    10. 10. Value VOLUME (amount & complexity) VARIETY (type & sources) VERACITY (quality & trust) VELOCITY (speed) DEFINITIONS
    11. 11. LOW HIGH LOWHIGH INFORMATIONANDKNOWLEDGE VOLUME AND FLOWS OF (BIG) DATA 255 MILLION SITES (2011) 2 BILLION PEOPLE (2011) 1 TRILLION DEVICES (2013) DEFINITIONS
    12. 12. DEFINITIONS
    13. 13. GROWTH RATE Y/Y Database systems 97% Overall corporate data 94% Data of average organization 50% Source: Forrester DEFINITIONS
    14. 14. DEFINITIONS “Hard Disk vendors tend to overemphasize the “Volume” part of the Big Data definition.”
    15. 15. DEFINITIONS Even more than dealing with volume, Big Data is about solving complex problems faster and more accurate, resulting in a higher business value.
    16. 16. DEFINITIONS TIME DATAVOLUMES Source: IDC
    17. 17. DEFINITIONS
    18. 18. DEFINITIONS “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.”
    19. 19. DEFINITIONS
    20. 20. DEFINITIONS
    21. 21. Don’t just collect data for data’s sake. Big Data needs to solve a real business issue and bring added value f.i. higher customer experience, increased customer value, reduced costs... DEFINITIONS
    22. 22. DEFINITIONS PEOPLE VIEW DATA VIEW USE CASES PRIVACY VIEW
    23. 23. 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 PEOPLE VIEW
    24. 24. “In order to gain credibility for your Big Data project, you need executive sponsorship. You’ll need to illustrate the potential value and the road to get there. PEOPLE VIEW
    25. 25. http://www.bigdatalandscape.com/ IT NEEDS TO FAMILIARIZE WITH THE NEW TECHNOLOGY LANDSCAPEPEOPLE VIEW
    26. 26. “IT will need to provide data scientists and business users with an analytical sandbox for data exploration purposes.” PEOPLE VIEW
    27. 27. “The ability to take data - to be able to understand it, to process it, 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 PEOPLE VIEW
    28. 28. Hacking Statistics Domain Expertise Machine Learning Data Scientist Drew Conway, The Data Science Venn Diagram PEOPLE VIEW
    29. 29. Data Scientist “Companies need solutions that enable them to use & customize their data easily, because it is the whole team, not just the data scientist, that knows the business best.” PEOPLE VIEW
    30. 30. DEMOCRATIZATION OF ANALYTICS REQUIRED “Big Data is about enabling business users. We feel it is our responsibility to make analytics approachable to a broader user base. We need to provide solutions a business user can understand.” PEOPLE VIEW
    31. 31. 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. PEOPLE VIEW
    32. 32. PEOPLE VIEW SAS® Visual Analytics, Try it out yourself – http://bit.ly/trysasva
    33. 33. DEFINITIONS PEOPLE VIEW DATA VIEW USE CASES PRIVACY VIEW
    34. 34. DATA VIEW SHIFT NEEDED FROM APPLICATION-DRIVEN TO DATA-DRIVEN
    35. 35. “Many companies will find low-hanging fruit by tearing down corporate silos.” DATA VIEW
    36. 36. DATA VIEW
    37. 37. Past Present Soon Future “A 360° customer view is relative and will keep on evolving as new technologies arise in the future.” DATA VIEW
    38. 38. Let’s take a look beyond corporate silos... Which other data mashups can deliver value? DATA VIEW
    39. 39. “Microchips on humans to track their every move… This sounds really far-fetched, doesn’t it?” DATA VIEW
    40. 40. DATA VIEW Our smartphones are microchips we wear day in, day out.
    41. 41. DATA FROM MOBILE APPSDATA VIEW
    42. 42. DATA VIEW PRODUCT GENERATED MACHINE DATA
    43. 43. http://senseable.mit.edu/copenhagenwheel/ PRODUCT GENERATED MACHINE DATADATA VIEW
    44. 44. http://www.deloitte.com/view/en_GB/uk/market-insights/deloitte- analytics/open-data/index.htm “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) INCORPORATE 3RD PARTY DATA – OPEN DATA MOVEMENTDATA VIEW
    45. 45. INCORPORATE 3RD PARTY DATA – OPEN DATA MOVEMENTDATA VIEW
    46. 46. “A new generation of companies is making data available.” INCORPORATE 3RD PARTY DATA – NEW DATA RESELLERSDATA VIEW
    47. 47. Social Data Web Data Consumer Open Data “Paid” Machine Data Mkt Sales Call Center Mobile Data ... OWNED Company Silo Breakdown “Owned” Machine Data Social Data Web Data “Earned” Machine Data Mobile Data Suppliers PAID OPEN EARNED DATA VIEW
    48. 48. DEFINITIONS PEOPLE VIEW DATA VIEW USE CASES PRIVACY VIEW
    49. 49. PRIVACY VIEW
    50. 50. THE CREEPINESS FACTORPRIVACY VIEW
    51. 51. BE TRANSPARENTPRIVACY VIEW
    52. 52. PRIVACY VIEW BE TRANSPARENT
    53. 53. CLARIFY THE RETURN ON INFORMATIONPRIVACY VIEW
    54. 54. GIVE CONTROL TO THE USERPRIVACY VIEW
    55. 55. DEFINITIONS PEOPLE VIEW DATA VIEW USE CASES PRIVACY VIEW
    56. 56. USE CASES REAL-TIME PERSONALIZATION I’ve been a Telenet Fibernet customer for years... Such a waste of valuable screen real estate
    57. 57. USE CASES 50% CHURN REDUCTION BY COMBINING CRM, SOCIAL & BILLING DATA
    58. 58. USE CASES LOCATION-BASED PRICING
    59. 59. USE CASES WEBSITE OPTIMIZATION THROUGH WEBLOG ANALYSIS
    60. 60. USE CASES MACHINE DATA BASED PRODUCT IMPROVEMENTS
    61. 61. USE CASES TRANSACTIONAL AND SOCIAL DATA DRIVEN FINANCIAL CREDIBILITY
    62. 62. USE CASES SMART METERING DRIVEN COST REDUCTION
    63. 63. 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. Big Data needs to be in the mindset of the whole organization. Use solutions that make analytics approachable for a broader business audience. KEY TAKEAWAYS
    64. 64. Start your big smarter data steps today One small step can result in big value...
    65. 65. QUESTIONS?
    66. 66. GIANNI COOREMAN Business Consultant Email: gianni.cooreman@sas.com Direct: +32 2 766 07 12 Mobile: +32 494 521 776 www.giannicooreman.com

    ×