Big Data Jujitsu Walkthru Client x Client


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Big Data initiatives should focus on outcomes first.
The value of Big Data is the potential change in outcomes. Companies should first evaluate which areas of their business and decision making are receptive to change.
Receptiveness to change dictated or directed by models, black box algorithms needs to be accepted by managers, execution staff (i.e. call these prospects and discuss x becuase the model says so).
This is a cultural change, a mind set change and a governance change. Advanced modeling must also bear the responsibility of scenario testing and multiple outcome hypothesis and simulation testing.

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  • Big Data Jujitsu encourages businesses and IT to focus on identifying the questions that will have the greatest outcome or business impact in the form of, “What question, if I had the answer, would ensure I meet or exceed my goal…or dramatically change my business?”
    The promise of “big data” is to reduce the barrier to answering questions by expanding data scope beyond a traditional, internal system walls (breadth) while also expanding the amount of internal data (granularity, time series, metadata). Remembering that big data is just a cost until it is used to change an outcome.
  • Simply adding a value dimension, in this case “cost” for each analytics asset, changes perspective and creates a dimension for managing analytics rationally.
  • Analytic value is derived from the change in outcomes affected by analytics used by the audience, or decision makers, that they would not have made without analytic insight.
    CxC’s Analytics Inventory Service captures outcome value and potential outcome values with each analytic asset to provide strategic and relational management of analytic resources.
  • Big Data Jujitsu Walkthru Client x Client

    1. 1. Michael R Hoffman, ClientXClient 908.542.1134 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
    2. 2. 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 © 2014 All rights reserved. ClientXClient 908.542.1134
    3. 3. 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. © 2014 All rights reserved. ClientXClient 908.542.1134
    4. 4. 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. © 2014 All rights reserved. ClientXClient 908.542.1134
    5. 5. 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. • © 2014 All rights reserved. ClientXClient 908.542.1134
    6. 6. 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.  © 2014 All rights reserved. ClientXClient 908.542.1134
    7. 7. 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. © 2014 All rights reserved. ClientXClient 908.542.1134
    8. 8. 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…
    9. 9. The Value of Big Data = Change in Outcomes © 2014 All rights reserved. ClientXClient 908.542.1134
    10. 10. 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 © 2014 All rights reserved. ClientXClient 908.542.1134
    11. 11. Adding Cost Dimension to Analytics Inventory Enables Rational Analytics Expense Management Size = $ Cost © 2014 All rights reserved. ClientXClient 908.542.1134
    12. 12. 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 © 2014 All rights reserved. ClientXClient 908.542.1134 Completely? Not even close
    13. 13. Analytics Value Measured By Change in Outcome Affected By Audience’s Decisions Δ $Outcome © 2014 All rights reserved. ClientXClient 908.542.1134
    14. 14. 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 © 2014 All rights reserved. ClientXClient 908.542.1134
    15. 15. © 2014 All rights reserved. ClientXClient 908.542.1134 Thank You Want to discuss leveraging BI & big data for better outcomes? Let’s talk – Michael R Hoffman, 908.542.1134