Big data is changing and creating roles right across the business world. How can the emerging data scientists work with business analysts and marketers to drive growth in organisations? Find out in our latest cut-out-and-keep guide for Business Analysts. For more information, visit: http://www.therealbigdata.com/

1. Big Data:
Adding Context
to the Clicks
A cut-out-and-keep guide
for Business Analysts.
Hi I’m...
Not a Data
Scientist
Brought to you in partnership with 1

2. Explained
Big data is a concept that’s rewiring
the business world.
Big data is about the capture and analysis
of all the information created by the many
disparate sources we all interact with
online.
Each piece of information you create forms
a digital shadow that continuously grows.
A gigabyte of stored data can generate
more than a petabyte of related data.
Companies that refuse to mine deep
insights from big data won’t be able to
compete with those that are ready and
able to handle and analyse large, complex,
multi-structured data sets.
Brought to you in partnership with 2

3. Explained
The companies with the tools to harness the power of big data will be better
prepared to face the future. Enterprises that use the insights they gain from
their big data will be able to improve decision making and customer relations.
Business analysts will be key players in giving a business context to the information extracted
from the organisation’s data. These analysts will also be an essential link between the teams
that mine the data, and the teams that put any insights into action.
How business analysts adapt to a big data strategy will dictate how far and fast their enterprises
grow.
Business Data
Analysts Scientists
Big Data
Harmony
Marketers
Brought to you in partnership with 3

4. Explained
Companies across the globe are starting
to think about how to leverage big data to
move their businesses on to the next level.
Pioneering customer experience analytics
company ClickFox introduced a big data strategy
that reduced latency and processing speeds.
Their solution, built on EMC Greenplum
technology, meant 1-2 billion records could be
processed each month with near zero latency.
Data loading and processing speeds reduced from
sixteen hours to four.
China CITIC Bank, one of the earliest
commercial banks established during China’s
reform, implemented a big data solution that
enabled it more access to real-time data for
targeted marketing campaigns, while also
improving loading speed and scalability.
It increased its data analysis activities by 40
percent, improved data mining efficiency by at
least 50 percent, reduced marketing campaign
implementation time by 86 percent and achieved
returns of up to 40 times the initial project
investment.
Tagged, a social network with 100 million
members and 200 million page views per day,
implemented a big data solution that allowed the
company to keep up with the rapid growth of data
volumes and complexity, quickly load data and
analyse complete data sets.
Tagged is now capable of ultra-fast data
processing and analysis and has reduced its time
to market from weekly to daily. This has enabled
it to deliver an improved user experience and has
increased the time members spend on Tagged by
50 percent.
Brought to you in partnership with 4

5. Explained
There are challenges...
Business analysts will need to get to grips with a new range of tools that will empower
them and allow them to create bespoke models to solve complex problems.
Business analysts will need to work closely with data scientists and marketing
departments, enabling the link between abstract data extractions and business
context. Only by adding this context will insights become actionable, and business
models improved.
In order to more effectively bridge this gap, business analysts will have to harness the
new ways of visualising data to add business value and make it user friendly.
Brought to you in partnership with 5

6. Explained
But there are also opportunities...
A smart big data strategy will enable companies to
become more than just industry leaders — they will
become industry definers.
Business analysts will be able to access deep data
insights, enabling them to construct detailed and
improved behaviour models.
Business analysts will be instrumental in this cultural shift
that we are seeing today in the world of big data. They will
be the core link between insight and action.
Data Scientist
Marketer
Business Analyst
Brought to you in partnership with 6