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Cloud Analytics
using cloud based services to analyse big data
Associate Professor David Parsons, Massey University, Auckland
‘Into the Cloud’ Event, Massey University, 21st November 2013

1
Image: http://blog.qburst.com/2012/11/deploying-cloud-analytics/
Topics
1. Big Data
2. What is Data Analytics?
3. Cloud Analytics User Options

2
3
The Fire Hose
• “The world's technological
per-capita capacity to store
information has roughly
doubled every 40 months
since the 1980s; as of 2012,
every day 2.5 quintillion
(2.5 1018) bytes of data were
created.”
•

Wikipedia
4

Image: http://www.portfolioimprint.com/portfolio-items/drinking-from-the-fire-hose/
Big + Uncertain
• Big
– Social media
– Internet traffic
– Primary data (e.g. scientific)

• Uncertain
– Semi-structured, federated
– Sensor (e.g. weather, satellite)
– Need an indication of probability
5
Uncertain Sensors
• The implications of uncertain sensor
data can be serious:
• 1983 Soviet nuclear false alarm
• “It was subsequently determined that the false
alarms were caused by a rare alignment of
sunlight on high-altitude clouds and the
satellites' Molniya orbits”
• http://en.wikipedia.org/wiki/1983_Soviet_nucle
ar_false_alarm_incident
6
Big Data Attributes
• According to Gartner, Big Data exhibits
three attributes
– Volume
• large enough to require special consideration

– Velocity
• produced at high rate, „stale‟ data is not
valuable

– Variety
• multiple types of data from multiple sources
7
More Vs
• Some would add quality to quantity:
– Value
• perceived or quantifiable benefit

– Veracity
• where the correctness of the data can be
assessed

8
9
Data Analytics
“The extensive use of data, statistical
and quantitative analysis, explanatory
and predictive models, and fact based
management to drive decisions and
actions.”
– „Competing on Analytics: The New Science of
Winning‟, Davenport and Harris (2007, p. 7)

10
Not Just BI
• Business intelligence uses descriptive
statistics
• Big Data analysis uses inferential
statistics to handle the random nature
of the data

11
Understanding Customers
• Use social media data, sensor
data, Web search trends, weather
forecasts
• Target can predict when a customer
will expect a baby

Image: http://www.forbes.com/sites/kashmirhill/2012/02/
16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/

12
Business Processes
• HR - optimization of talent acquisition
Moneyball style
• Using the same data
that is available to
others, but analysing
it differently

13
Image: http://en.wikipedia.org/wiki/File:Moneyballsbn.jpg
Personal Data
• Jawbone UP band
– Collects data on calorie
consumption, activity
levels and sleep patterns
– 60 years worth of sleep
data every night

Image: https://jawbone.com/up/download

14
Improving Sports Performance
• Video analytics and sensor technology
in sports equipment
• Social media conversations to monitor
emotional wellbeing
• IBM SlamTracker tool for tennis
tournaments

Image:http://www.wimbledon.com/en_GB/slamtracker/slamtracker.html?
ts=1385525456612&ref=www.wimbledon.com/en_GB/scores/results/
day21.html&syn=none&promo=nav

15
Security and Law Enforcement
• National Security Agency uses big data
analytics to spy on everyone
• Others use big data techniques to:
– Detect and prevent cyber attacks
– Catch criminals
– Detect fraudulent
transactions

Image: http://www.telegraph.co.uk/technology/internet-security/10409330/ 16
Cyber-attacks-are-the-greatest-threats-UK-businesses-face.html
Financial Trading
• In High-Frequency Trading
(HFT) big data algorithms
are used to make trading decisions
• Take into account signals from social
media networks and news websites
• Not always correctly interpreted!
• http://peakoil.com/business/oil-tradersmisread-tweet-oil-prices-spike

Image: http://3.bp.blogspot.com/-w-4ckUoLH2c/Tj-yJXC28MI/
AAAAAAAAAXw/jjCpKYvdalY/s1600/stock+market+crash+arrow.jpg

17
18
Cloud Analytics for Me?
• What relevance does this have to
smaller enterprises?

19
All Companies Have Big Data
• Internal:
– Online businesses, large or small, will
collect Web logs and clickstream data

• External, e.g:
– World Bank statistical data
– Twitter data since March 2006
– News and investment data services

20
Twitter
• How does Twitter make money?
• http://www.bbc.co.uk/news/business-24397472

• Twitter sells its “firehose” (public data)
of 500 million tweets each day
• Companies can learn detailed and
specific information about their users

21
For SMEs
• Replace spreadsheets and business
information silos with analytics
• Same knowledge footing as larger
organizations for the first time
• “there are solutions that can allow a
small business to perform simple data
analytics on a terabyte of data for as
low as $100” - Forbes
22
New Businesses
• FlightCaster predicts flight delays
– Analyses historical flight data and factors
in real-time conditions

• Google and Yahoo! were once small
companies that grew by understanding
their data
- Forbes

23
Image: http://flightcaster.com/
Some Cloud Analytics Providers
• IBM Business Analytics in the Cloud
• http://www-01.ibm.com/software/analytics/cloud/

• Oracle RightNow Analytics Cloud Service
• http://www.oracle.com/us/products/applications/rightno
w/engage/analytics/overview/index.html

• HP Vertica Analytics Platform
• http://www.vertica.com/the-analytics-platform/

• Windows Azure Business Analytics
• http://www.windowsazure.com/en-us/services/businessanalytics/

• Jaspersoft (for Amazon)
• https://www.jaspersoft.com/cloud-analytics

24
Google BigQuery
• Google‟s data platform provides some
„try it now‟ features
• https://cloud.google.com/products/big-query

• BigQuery demo
• https://demobigquery.appspot.com/

25
Links to Sources (1)
• Stefan Groschupf - Why Small
Businesses Are Using „Big Data‟.
Forbes.
– http://www.forbes.com/2010/06/02/internet-dataanalytics-technology-cloud-computing-10datameer.html

• IBM - Cloud analytics lets small and
medium-sized companies think smarter
– http://www.ibm.com/midmarket/be/en/att/pdf/Cloud_
Analytics_element_61_REDM_02674_IBM_Inspire_m
agazine8_Belux_P52-54.pdf
26
Links to Sources (2)
• Bernard M - The Awesome Ways Big
Data Is Used Today To Change Our
World
– https://www.linkedin.com/today/post/article/2013111
3065157-64875646-the-awesome-ways-big-data-isused-today-to-change-our-world

• New York Times - How Companies
Learn your Secrets
– http://www.nytimes.com/2012/02/19/magazine/shopp
ing-habits.html?pagewanted=1&_r=3&hp
27

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Cloud Analytics - Using cloud based services to analyse big data

  • 1. Cloud Analytics using cloud based services to analyse big data Associate Professor David Parsons, Massey University, Auckland ‘Into the Cloud’ Event, Massey University, 21st November 2013 1 Image: http://blog.qburst.com/2012/11/deploying-cloud-analytics/
  • 2. Topics 1. Big Data 2. What is Data Analytics? 3. Cloud Analytics User Options 2
  • 3. 3
  • 4. The Fire Hose • “The world's technological per-capita capacity to store information has roughly doubled every 40 months since the 1980s; as of 2012, every day 2.5 quintillion (2.5 1018) bytes of data were created.” • Wikipedia 4 Image: http://www.portfolioimprint.com/portfolio-items/drinking-from-the-fire-hose/
  • 5. Big + Uncertain • Big – Social media – Internet traffic – Primary data (e.g. scientific) • Uncertain – Semi-structured, federated – Sensor (e.g. weather, satellite) – Need an indication of probability 5
  • 6. Uncertain Sensors • The implications of uncertain sensor data can be serious: • 1983 Soviet nuclear false alarm • “It was subsequently determined that the false alarms were caused by a rare alignment of sunlight on high-altitude clouds and the satellites' Molniya orbits” • http://en.wikipedia.org/wiki/1983_Soviet_nucle ar_false_alarm_incident 6
  • 7. Big Data Attributes • According to Gartner, Big Data exhibits three attributes – Volume • large enough to require special consideration – Velocity • produced at high rate, „stale‟ data is not valuable – Variety • multiple types of data from multiple sources 7
  • 8. More Vs • Some would add quality to quantity: – Value • perceived or quantifiable benefit – Veracity • where the correctness of the data can be assessed 8
  • 9. 9
  • 10. Data Analytics “The extensive use of data, statistical and quantitative analysis, explanatory and predictive models, and fact based management to drive decisions and actions.” – „Competing on Analytics: The New Science of Winning‟, Davenport and Harris (2007, p. 7) 10
  • 11. Not Just BI • Business intelligence uses descriptive statistics • Big Data analysis uses inferential statistics to handle the random nature of the data 11
  • 12. Understanding Customers • Use social media data, sensor data, Web search trends, weather forecasts • Target can predict when a customer will expect a baby Image: http://www.forbes.com/sites/kashmirhill/2012/02/ 16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/ 12
  • 13. Business Processes • HR - optimization of talent acquisition Moneyball style • Using the same data that is available to others, but analysing it differently 13 Image: http://en.wikipedia.org/wiki/File:Moneyballsbn.jpg
  • 14. Personal Data • Jawbone UP band – Collects data on calorie consumption, activity levels and sleep patterns – 60 years worth of sleep data every night Image: https://jawbone.com/up/download 14
  • 15. Improving Sports Performance • Video analytics and sensor technology in sports equipment • Social media conversations to monitor emotional wellbeing • IBM SlamTracker tool for tennis tournaments Image:http://www.wimbledon.com/en_GB/slamtracker/slamtracker.html? ts=1385525456612&ref=www.wimbledon.com/en_GB/scores/results/ day21.html&syn=none&promo=nav 15
  • 16. Security and Law Enforcement • National Security Agency uses big data analytics to spy on everyone • Others use big data techniques to: – Detect and prevent cyber attacks – Catch criminals – Detect fraudulent transactions Image: http://www.telegraph.co.uk/technology/internet-security/10409330/ 16 Cyber-attacks-are-the-greatest-threats-UK-businesses-face.html
  • 17. Financial Trading • In High-Frequency Trading (HFT) big data algorithms are used to make trading decisions • Take into account signals from social media networks and news websites • Not always correctly interpreted! • http://peakoil.com/business/oil-tradersmisread-tweet-oil-prices-spike Image: http://3.bp.blogspot.com/-w-4ckUoLH2c/Tj-yJXC28MI/ AAAAAAAAAXw/jjCpKYvdalY/s1600/stock+market+crash+arrow.jpg 17
  • 18. 18
  • 19. Cloud Analytics for Me? • What relevance does this have to smaller enterprises? 19
  • 20. All Companies Have Big Data • Internal: – Online businesses, large or small, will collect Web logs and clickstream data • External, e.g: – World Bank statistical data – Twitter data since March 2006 – News and investment data services 20
  • 21. Twitter • How does Twitter make money? • http://www.bbc.co.uk/news/business-24397472 • Twitter sells its “firehose” (public data) of 500 million tweets each day • Companies can learn detailed and specific information about their users 21
  • 22. For SMEs • Replace spreadsheets and business information silos with analytics • Same knowledge footing as larger organizations for the first time • “there are solutions that can allow a small business to perform simple data analytics on a terabyte of data for as low as $100” - Forbes 22
  • 23. New Businesses • FlightCaster predicts flight delays – Analyses historical flight data and factors in real-time conditions • Google and Yahoo! were once small companies that grew by understanding their data - Forbes 23 Image: http://flightcaster.com/
  • 24. Some Cloud Analytics Providers • IBM Business Analytics in the Cloud • http://www-01.ibm.com/software/analytics/cloud/ • Oracle RightNow Analytics Cloud Service • http://www.oracle.com/us/products/applications/rightno w/engage/analytics/overview/index.html • HP Vertica Analytics Platform • http://www.vertica.com/the-analytics-platform/ • Windows Azure Business Analytics • http://www.windowsazure.com/en-us/services/businessanalytics/ • Jaspersoft (for Amazon) • https://www.jaspersoft.com/cloud-analytics 24
  • 25. Google BigQuery • Google‟s data platform provides some „try it now‟ features • https://cloud.google.com/products/big-query • BigQuery demo • https://demobigquery.appspot.com/ 25
  • 26. Links to Sources (1) • Stefan Groschupf - Why Small Businesses Are Using „Big Data‟. Forbes. – http://www.forbes.com/2010/06/02/internet-dataanalytics-technology-cloud-computing-10datameer.html • IBM - Cloud analytics lets small and medium-sized companies think smarter – http://www.ibm.com/midmarket/be/en/att/pdf/Cloud_ Analytics_element_61_REDM_02674_IBM_Inspire_m agazine8_Belux_P52-54.pdf 26
  • 27. Links to Sources (2) • Bernard M - The Awesome Ways Big Data Is Used Today To Change Our World – https://www.linkedin.com/today/post/article/2013111 3065157-64875646-the-awesome-ways-big-data-isused-today-to-change-our-world • New York Times - How Companies Learn your Secrets – http://www.nytimes.com/2012/02/19/magazine/shopp ing-habits.html?pagewanted=1&_r=3&hp 27