Are you a marketing professional and want to understand something on practical usage of Big Data ? Here is where you can start

1. Mario Faria
1
Helping Marketers to
Cross the
Big Data Chasm
Mario Faria
fariamario@hotmail.com
+1 - (425) 628-3517
@mariofaria

2. Mario Faria
2
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

3. Mario Faria
3
My mission :
To help the data community
evolve with sustainability

4. Mario Faria
4
Helping HR to Cross the
Big Data Chasm
Geoffrey A. Moore

5. Mario Faria
5
Data and Analytics professionals are not
helping everyone else to understand it

6. Mario Faria
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7. Mario Faria
7
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

8. 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

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9

10. Mario Faria
10
SQL
MAPREDUCE
HADOOP
CLOUDSCALE
MPI
BSP
PREGEL
DREMEL
PERCOLATOR
What is Big Data?

11. Mario Faria
11
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

12. Mario Faria
12
Analytic Maturity Curve

13. Mario Faria
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This brave new world we are living in

14. Mario Faria
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Big Data
=
Human Behaviour

15. Mario Faria
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One Big Data usage :
Social CRM and
Behavioral Targeting

16. Mario Faria
16
Beer and Diapers ?
Mith or reality ?
Do it with your own
Market Basket Analysis

17. Mario Faria
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18. 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

19. Mario Faria
19
Gaydar Project - MIT
• Finding out sexual
orientations
• Facebook posting analysis
• Friends lists identifications
• Behaviour patterns
• Inferences and predictive
analysis

20. Mario Faria
20
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)

21. 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

22. 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

23. Chief
Data
Officer
/
Head
of
Analy8cs
/
Data
Scien8sts

24. 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

25. Mario Faria
25
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