3. Big data consists of data sets that grow
so large that they become awkward to
work with using on-hand database
management tools. Difficulties include
capture, storage, search, sharing, analyti
cs, and visualizing.
4. 2.5 quintillion bytes of 98% of all data in the world
data per day today created in last two years
5. Terabytes
Records
Transactions
Tables, files
Why Is
Big Data
Batch
Structured
Awkward?
Near real time
Unstructured
Real time
Semi structured
Streams
All of the above
6.
7.
8. The United States alone faces a shortage of 140,000 to
190,000 people with analytical expertise and 1.5 million
managers and analysts with the skills to understand
and make decisions based on the analysis of big data.
9.
10.
11. So, Where’s Waldo?
70% of sensory receptors in the human body are wired for visual input
Our eyes send 10 million bits per second of visual information to
our brains for processing
Image copyright Where’s Waldo
12. Picasso Studying A Bull
1. What message do you want
to tell?
2. Only present what's essential
to the story.
3. Use Gestalt principles like
shape and proximity to clarify
and bring order to your data.
Image copyright Pablo Picasso
17. 100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Transactional Social media Clickstream Digitialmedia M2M / sensor
/ structured / customer / rich media data
Data sentiment
Source: Aberdeen Group, January 2012
18.
19. Customer Product A Product B Product C
John 1 0 0
Mary 1 0 1
Ana 0 1 0
(Transactional data)
Customers who buy K are likely to be interested in H, I, A, and D, in that order.
31. Upsell
Reward
Customer Accounts and Transactional
Subscriptions Consumption Data
New Offer
Assure Revenue
Unstructured Data
32.
33. Build your Architect to Visualization Leverage Use
business track user turns big cloud to pricing, rewa
with the activity and data into scale out big rds, offers -
concept of consumption knowledge data drive
metering customer &
in mind partner
behavior
Editor's Notes
*2.5 quintillion bytes of data per day (DVD side by side that’s 1.58 times around the globe)*90% of data in world was created in last 2 yearshttp://www-01.ibm.com/software/data/bigdata/
http://www.mckinsey.com/Features/Big_Data
Slide Intro (Where’s Waldo image): With all the data available to us to use in our applications, we must be vigilant to NOT overwhelm customers with data. Human perception tells us that we take in lots of information, yet we can only attend to and perceive small amounts of data.Clicks:Maybe let audience take a second or two to look for waldo. We have already received the “Waldo” input, but how come we can’t find him? Black overlay appears with Where’s waldo caption.70% of sensory receptors are wired for visual inputOur brains process 10 million bits per second of visual dataShow audience where waldo is… Analogy: out of all that data, this is the part users care about.
Intro: Maybe Picasso was a pioneer of big data… In Picasso study of a bull he was able to distill down to what the essence of what the data was trying to convey (that it is still a bull). Many times we do not think about what story we want to tell with the data we have gathered. This is the most important step in understanding big data: The story you want to convey. After you figure out your story you need to reduce the data to only the essential elements that keep the user involved, informed, and give them the information they need to act on it. Big data is not about writing a novel, it is the outline so your customers can act on your narrative.Animation cues:What message do you want to tell.Present only what is essential. Distill the data down.Use principles from design and psychology to help focus your story. For example Gestalt psychology is about studying the greater object’s groups and patterns, which then drive what information to put near what, or enclosing like items in a shape to make them be perceived as related.
You want to drive people to comprehend and understand the most important information about your data. Make those important things stand out.Don’t go crazy with color. It should be used to emphasize and draw attention to things that need attention and may have changed since last time.De-emphasize all the non-data on the page. You need to keep your data-to-ink ratio high so people pay attention to the data and not the stuff you don’t care about. (Edward Tufte – data to ink ratio concept)
You want to drive people to comprehend and understand the most important information about your data. Make those important things stand out.Don’t go crazy with color. It should be used to emphasize and draw attention to things that need attention and may have changed since last time.De-emphasize all the non-data on the page. You need to keep your data-to-ink ratio high so people pay attention to the data and not the stuff you don’t care about. (Edward Tufte – data to ink ratio concept)
You want to drive people to comprehend and understand the most important information about your data. Make those important things stand out.Don’t go crazy with color. It should be used to emphasize and draw attention to things that need attention and may have changed since last time.De-emphasize all the non-data on the page. You need to keep your data-to-ink ratio high so people pay attention to the data and not the stuff you don’t care about. (Edward Tufte – data to ink ratio concept)
You want to drive people to comprehend and understand the most important information about your data. Make those important things stand out.Don’t go crazy with color. It should be used to emphasize and draw attention to things that need attention and may have changed since last time.De-emphasize all the non-data on the page. You need to keep your data-to-ink ratio high so people pay attention to the data and not the stuff you don’t care about. (Edward Tufte – data to ink ratio concept)
Movie Rentals -> Used to have no idea how much people viewed stuff. Movie rental store might tell you in aggregate monthly. But now with Netflix or VOD, you know every view, what time, how they found the movie through search or recommendations, how many times you paused it and where etc… many more user interactions are happening and being captured
You are measuring user activity. User’s activity impact your bottom line, if you do not provide feedback on behavior, then behavior won’t change
Screen from ATT Wireless Keynote at CTIA ~2006-2007http://www.att.com/gen/press-room?pid=20535&cdvn=news&newsarticleid=32318&mapcode=corporateATT Talking points: ATT operationally is managing and collecting all this data. They can see the future and it doesn’t look good, but they were afraid/unwilling to give this feedback to their users via billing. So Users clobbered their network. Then, to make matters worse they again didn’t give the feedback through billing. Instead they implemented invisible caps and throttling at the operational layer, they turned themselves into Liars unlimited data was no longer unlimited -> BIG PR disaster #2. Slowly getting Billing and operational data united. After all, complaining about cost and revenue, maybe some people WANT to pay them more for extra data…
If you want to influence behavior and how your services are used, you need to collect Big Data and use consumptive pricing models. If you don’t care what people do or set a generic one-size-fits-all service then simple Subscription is probably ok. Example Salesforce uses simple pricing but provides detailed limitations on service uses and volumes as a result.
Collect your data in billing and use it to drive the business. Example here, April usage measurements was down but revenue was up? Were people using higher value services why? Revenue and usage are way up in May, is a campaign being successful? What can we do next month? What else are we collecting in the billing system that we may want to use to drive pricing and behavior?
