Big Data Jujitsu Walkthru Client x Client

Michael R Hoffman, ClientXClient
908.542.1134
mrhoffman@clientxclient.com
You
Big Data
© 2014 All rights reserved. ClientXClient 908.542.1134
Big Data Jujitsu
Value: It’s not the Size
of The Data It’s the
Size of The Outcome

Big Data Buzz
• Big Data jujitsu
• The “big data” buzz is deafening. Vendors are announcing white papers and webinars
frothing with capabilities but hauntingly light on use cases and ‘big outcome”
solutions.
• But Big Data is surprisingly a very small data solution. Strikingly small in fact.
• Big data is hot, but frankly the need for big data is not so hot…yet.
• I have yet to hear a business manager say, “My business is at risk because I do not
have access to ‘big data.’ Nor have I heard any managers step up to the plate and
claim, “If I only had access to big data, I would exceed my goal by 20, 30 (fill in the
blank) percent!” It’s just not happening

Yotabyte Envy
• Yotabyte envy
• Traditional technology geeks that flaunt the size of their databases – you know the ones aspiring
to yotabytes of data and practitioners that are fluent in terabytes and petabytes, crave more data
and see “big data” as the solution to all information and analytics problems. As if access to
‘everything’ is a panacea to every end user’s and decision maker’s problems.
• Big data can be summarized as “all the data not within your company’s walls” – a pedestrian
definition – but accurate enough. As big data is an off shoot of cloud computing – big data may
consume your walled data and the combined asset can be accessed through a common tool –
• Big data is just more data and more Expense Unless it Changes Outcomes
• Big data is more likely to grow expense, grow business and reporting complexity and confuse end
users unless knowledge workers are trained to focus on changing business outcomes – the big
data jujitsu, which emphasizes ‘where’ and ‘how to’ apply big data findings and analysis to grow
revenue, reduce costs, minimize risk and increase visibility and understanding of business
dynamics.

Big data definition
• Big Da-ta big dā-tə, da-ˈ ˈ also dä-ˈ
• noun
• All data, everything in its entirety. Every element granular,
summarized, meta data, machine code data, sensor,
environment, condition data, derived data and data about
data: It wasn’t until our third meeting with IT that we realized
that when they said ‘Big Data,’ they meant the whole
enchilada.

Jujitsu definition
• ju·jit·su [joo- jit-soo]
• noun
• a method developed in Japan of defending oneself without
the use of weapons by using the strength and weight of an adversary to disable him.
• the use of an opponent’s strengths or one’s own weaknesses
to accomplish one’s goals: That was a kind of intellectual
jujitsu, the way she handily won the debate. The town of
Vacaville, in a prime example of touristic jujitsu, turned its isolation into an attraction in itself.
• verb (used with object)
• to turn (a situation) to one’s advantage by exploiting one’s
own weaknesses or another’s strengths, as in a social or
political relationship: He deftly jujitsued the conversation to
make my knowledge of the subject seem pretentious.
• http://dictionary.reference.com/browse/jujitsu

Big data jujitsu definition
• Big Da-ta Ju-jit-su
• noun
• a method developed of using the power of big data without the use or concept of tools,
hierarchies, taxonomies or data techniques by using the strength and weight of data to answer
questions to change outcomes.
• the use of an competitors, environment, news and market data
to accomplish one’s goals: That was a kind of big data jujitsu, the way the company charged
partners to count the number of visitors across all channels using sensors across the customer
lifecycle.
• verb (used with object)
• to turn (a situation) to one’s advantage by exploiting one’s own cognitive strength or a company’s
or customer’s data assets, as in a competitive, sales or service relationship: Acme
Wireless deftly big data jujitsued the service resolution to deflect the calls and emails to a
partner generating referral revenue and ultimately growing the customer’s perceived value of the
service and Net Promoter Score.

Change in Outcomes
• Big Data Jujitsu = Outcome Change
• Big Data Value = Value of Potential Actions
• Value of Potential Actions Dependent on Ability and to ActThe value of big data to a
company must be distilled down to the set of business outcomes it can affect. More
simply, the value of big data is not the size of the data but the specificity of the
decision where big data is applied. Big data technologies promise access to any data
so managers and IT should work together to ask, “What three questions can I ask
that if I had the answers they would change the way I run my business?” Or for
individual managers, “What 3 questions could I ask that if I had the answers, I would
exceed my management business objectives?”
• These examples reduce “Big data” and “ask everything” to “three questions”. Therein
lies the value of big data and the big data jujitsu method – reduce the complexity and
vagueness of ‘big data’ hype to the one, two or three questions that if answered have
the greatest impact on your business.

Teaching Big Data to The non-Data Scientist
The Everything Spreadsheet (part 1)
Big Data Jujitsu an Illustration Using the Everything Spreadsheet
What does big data promise? Big data promises everything, all data, all the time.
Technologists, database designers, managers and executives all struggle with the concept of big data.
The following illustrative example of the Everything Spreadsheet is provided to provide a means for all
interested parties at a company to develop a shared understanding of big data and its potential
applications in order to scope the types of questions and applications where big data might be applied.
We use the concept of an empty data spreadsheet, like a Microsoft Excel spreadsheet and workbook, to
illustrate big data concepts since most managers, executives and technologists are familiar with how
spreadsheets work.
1. Let’s start with a blank spreadsheet
The Everything Spreadsheet continued in next slideshow…

The Value of Big Data =
Change in Outcomes

Today’s Challenges by the
Numbers
• “Everybody already has BI/BA, but no one is happy.”
Everyone has BI and BA
4.1
mean number
of BI systems
per company
Big Data Growth
8x
Data growth due
to social, machine
to machine, web
and data on data
Analytics Failure Rates
70
percent of end
users
dissatisfied
with BI projects
Information Complexity
85
percent of managers
citing burden to
decision making is
complexity of tools,
data, methods

Adding Cost Dimension to Analytics
Inventory Enables Rational Analytics
Expense Management
Size = $ Cost

12
By 2014, fewer than 30% of BI
initiatives will align analytic metrics
completely with enterprise business
drivers.
Organizations often develop and deploy hindsighted-
oriented metrics and/or query applications focusing on
metrics that users may find interesting, but that don’t
represent the operational or strategic controls used to
facilitate business performance.
Gartner
Completely?
Not even close

Analytics Value Measured By Change in
Outcome Affected By Audience’s Decisions
Δ
$Outcome

CxC Analytics Asset Inventory:
Distribution, Role, Value
Step 1. Bring order to analytics - analytics information architecture.
• Schematic of enterprise analytics processes, data & systems
• Monetizes each analytic asset
• Catalogs and monetizes analytic assets
• Rationalizes analytics investments
• Foundation for knowledge

Thank You
Want to discuss leveraging BI & big data for better outcomes?
Let’s talk – Michael R Hoffman, 908.542.1134 mrh@clientxclient.com

Big Data Jujitsu Walkthru Client x Client

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