Talk by Usama Fayyad at BigMine12 at KDD12.
Virtually all organizations are having to deal with Big Data in many contexts: marketing, operations, monitoring, performance, and even financial management. Big Data is characterized not just by its size, but by its Velocity and its Variety for which keeping up with the data flux, let alone its analysis, is challenging at best and impossible in many cases. In this talk I will cover some of the basics in terms of infrastructure and design considerations for effective an efficient BigData. In many organizations, the lack of consideration of effective infrastructure and data management leads to unnecessarily expensive systems for which the benefits are insufficient to justify the costs. We will refer to example frameworks and clarify the kinds of operations where Map-Reduce (Hadoop and and its derivatives) are appropriate and the situations where other infrastructure is needed to perform segmentation, prediction, analysis, and reporting appropriately – these being the fundamental operations in predictive analytics. We will thenpay specific attention to on-line data and the unique challenges and opportunities represented there. We cover examples of Predictive Analytics over Big Data with case studies in eCommerce Marketing, on-line publishing and recommendation systems, and advertising targeting: Special focus will be placed on the analysis of on-line data with applications in Search, Search Marketing, and targeting of advertising. We conclude with some technical challenges as well as the solutions that can be used to these challenges in social network data.