www.unicomlearning.com

The return of the narratives
Venkataraman Ramachandran
Consultant – Information,
Media & Entertain...
Which is the primary key that unlocks the business
value of the data?

A: Big Data

B: Algorithms

C: Data Visualization

...
Which is the primary key that unlocks the business
value of the data?

A: Big Data

D: Narratives
Which is the primary key that unlocks the business
value of the data?

A: Big Data

D: Narratives
“Consulting, a profession grounded in building
narratives [and naïve rationalization] “
-

Image courtesy: Wikipedia
content is subservient to context
Narratives

1. Narratives
• Spoken or written account of story
• Homo narrans

Takeaway

Datagrounded
narratives

Sideeffe...
Balvinder is married, outspoken and deeply
engaged with social issues.
Which of the following is more likely?
Balvinder is...
Hero meets the
assassin
Hero is suffering
from <Insert the
latest syndrome>

Rockstar hero
wakes up to his bad
dream where...
Narratives

2.The story of “Best Practices”
Takeaway

Datagrounded
narratives

Follow “the best
practices” based on
our te...
Narratives

3.Side-effects
Takeaway

Datagrounded
narratives

Sideeffects

The story
of best
practices

• Trapped by cultu...
Intermission

Image Courtesy: Google Images
Content is subservient to context
Narratives

4. The return of the narratives
Takeaway

Datagrounded
narratives

Sideeffects

The story
of best
practices
Turning Numbers into Narrative for an audience of one

Data

Facts

Angles

Narrative

Structure

Source: Narrative Scienc...
Data products ecosystem
Vertical search
products
Eg. Cars.com

Reporting &
Visualizations
Eg. Tableau,
Cognos, Palantir,
G...
Old narrative

New narrative
What-if
realities
Reality

Reality

Meaning

Media

Narrative

Data

Algorithm

Meaning-n

Na...
4. Takeaway

The new story of best practices
• All answers are statistically significant
• Causality doesn’t equal correla...
4.When does Big Data make(s) sense?

• Can your business model survive data-scarcity?
• Do you see data-ubiquity as a prob...
In a world full of answers, do you have the right
question??

Image courtesy: Freedigitalphotos.net
www.unicomlearning.com

Topic:

Thank You
Venkataraman Ramachandran
venky@venkinesis.in
Organized by
UNICOM Trainings & Se...
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Unicom Big Data Innovation Conference - The return of the narrative

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Which is the primary key which unlocks the value of the Big Data? In a world awash with data, I argue in this presentation that narratives play a crucial role in making sense of the information. I look at the role of narratives in the data-scarce paradigm and look at some familiar consulting narratives. I then examine the implications of such narratives and look at how these narratives would change in the emerging data-ubiquity paradigm

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  • This talk comes from my blogger hat, as opposed to my consulting hat, although I will be wearing consulting hat towards the fag end of the presentation.
  • “we create as much information in 48 hours—five billion gigabytes worth—as was created “between the birth of the world and 2003.”We are talking about 3Vs – But strangely no one seems to be talking about Value..intentionally capitalized.
  • Unicom Big Data Innovation Conference - The return of the narrative

    1. 1. www.unicomlearning.com The return of the narratives Venkataraman Ramachandran Consultant – Information, Media & Entertainment Cognizant Business Consulting 25th January 2014 @venkinesis www.venkinesis.in www.venkinesis.in www.bigdatainnovation.org
    2. 2. Which is the primary key that unlocks the business value of the data? A: Big Data B: Algorithms C: Data Visualization D: Narratives
    3. 3. Which is the primary key that unlocks the business value of the data? A: Big Data D: Narratives
    4. 4. Which is the primary key that unlocks the business value of the data? A: Big Data D: Narratives
    5. 5. “Consulting, a profession grounded in building narratives [and naïve rationalization] “ - Image courtesy: Wikipedia
    6. 6. content is subservient to context
    7. 7. Narratives 1. Narratives • Spoken or written account of story • Homo narrans Takeaway Datagrounded narratives Sideeffects The story of best practices
    8. 8. Balvinder is married, outspoken and deeply engaged with social issues. Which of the following is more likely? Balvinder is a bank manager OR Balvinder is a bank manager who is an active volunteer at an NGO Image courtesy: Freedigitalphotos.net
    9. 9. Hero meets the assassin Hero is suffering from <Insert the latest syndrome> Rockstar hero wakes up to his bad dream where his uncle is killed Hero kills the assassin Assassin was the hero’s dad’s best friend Image Courtesy: IMDB, Wikipedia
    10. 10. Narratives 2.The story of “Best Practices” Takeaway Datagrounded narratives Follow “the best practices” based on our tested and proven methodology What’s your BIG DATA Strategy?? There is too much data out there. Sideeffects The story of best practices Deliver Roadmap and ensure strategic alignment between business and IT Voila! Welcome to Big Data 2.0
    11. 11. Narratives 3.Side-effects Takeaway Datagrounded narratives Sideeffects The story of best practices • Trapped by cultural voeyurism • Organizations are the same! • Strategy ends up in tinkering and IT infrastructure tends to “drift”* • Denial of complexity *Source: Claudia Cibora 1997 Scandinavian Journal of Information Systems
    12. 12. Intermission Image Courtesy: Google Images
    13. 13. Content is subservient to context
    14. 14. Narratives 4. The return of the narratives Takeaway Datagrounded narratives Sideeffects The story of best practices
    15. 15. Turning Numbers into Narrative for an audience of one Data Facts Angles Narrative Structure Source: Narrative Science Website
    16. 16. Data products ecosystem Vertical search products Eg. Cars.com Reporting & Visualizations Eg. Tableau, Cognos, Palantir, Good Data Value-added data Eg. Experian, Navteq Data Collection, Storage & Transmission Eg. NYSE, Teradata, Hadoop, Market Trends Source: Narrative Science – Larry Adams Presentation at Big Data Week
    17. 17. Old narrative New narrative What-if realities Reality Reality Meaning Media Narrative Data Algorithm Meaning-n Narrative-n Meaning-1 Media Narrative -1 Data Algorithm
    18. 18. 4. Takeaway The new story of best practices • All answers are statistically significant • Causality doesn’t equal correlation • Appropriate practices are debunked until proven
    19. 19. 4.When does Big Data make(s) sense? • Can your business model survive data-scarcity? • Do you see data-ubiquity as a problem or a predicament? • What’s your meta-narrative??
    20. 20. In a world full of answers, do you have the right question?? Image courtesy: Freedigitalphotos.net
    21. 21. www.unicomlearning.com Topic: Thank You Venkataraman Ramachandran venky@venkinesis.in Organized by UNICOM Trainings & Seminars Pvt. Ltd. contact@unicomlearning.com www.bigdatainnovation.org
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