2014 11 24 big data bmm aformationdigitale2014 v print guy huyberechts
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Présentation 9 : Guy Huyberechts : Big Data and Big Analytics – new reality and/or new tools for marketers? Notes de cours distribuées le 24 novembre dans le cadre de la Formation Digitale de la BMMA
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2014 11 24 big data bmm aformationdigitale2014 v print guy huyberechts
- 1. 10 lundis pour rattraper le train du digital Big Data and Big Analytics – new reality and/or new tools for Guy Huyberechts, BMMA 2014 November, 24th marketers?
- 2. 10 lundis pour rattraper le train du digital DEFINITIONS ABOUT DATA HOW TO DREAM OR REALITY ? ARE WE READY ?
- 3. 10 lundis pour rattraper le train du digital DEFINITIONS ABOUT DATA HOW TO DREAM OR REALITY ? ARE WE READY ?
- 4. 10 lundis pour rattraper le train du digital DEFINITIONS “I said it before & I’ll say it again: EVERYTHING IS RELATIVE, THE SAME GOES FOR BIG DATA”
- 5. 10 lundis pour rattraper le train du digital DEFINITIONS BIG DATA: HYPE OR NOT? Gartner Emerging Technologies Hype Cycle 2012: http://blogs-images.forbes.com/gartnergroup/files/2012/09/2012Emerging-Technologies-Graphic4.gif
- 6. 10 lundis pour rattraper le train du digital DEFINITIONS “When volume, velocity and variety of data exceeds an organization’s storage or compute capacity for accurate and timely decision-making” May 2011
- 7. 10 lundis pour rattraper le train du digital Value VOLUME (amount & complexity) VARIETY (type & sources) VERACITY (quality & trust) VELOCITY (speed) DEFINITIONS
- 8. 10 lundis pour rattraper le train du digital DEFINITIONS 1 EB = 1000000000000000000B = 1018bytes = 1000 petabytes = 1 billion gigabytes.
- 9. 10 lundis pour rattraper le train du digital 1 TRILLION DEVICES (2013) 2 BILLION PEOPLE (2011) 255 MILLION SITES (2011) LOW HIGH LOW HIGH INFORMATION AND KNOWLEDGE VOLUME AND FLOWS OF (BIG) DATA DEFINITIONS
- 10. 10 lundis pour rattraper le train du digital DEFINITIONS “Hard Disk vendors tend to overemphasize the “Volume” part of the Big Data definition.”
- 11. 10 lundis pour rattraper le train du digital 1B hosts ARPAnet Node 1 At UCLA Storage cost 1980 – Apple: $14M per TB 2010 – Barracuda, $70 per TB $5 per Mbps 1970 1969 $1200 per Mbps today today 1961 – IBM 1620 , $1,100,000,000 today 1998 today 1960 $ per Mbps # of hosts $ per GFLOPS $ per TB Network access CPU cost Bandwidth cost 2009 – AMD Radeon, $0.59 Source: Mike Driscoll, CTO Metamarkets: The Three Sexy Skills of Data Scientists (& Data Driven Startups) DEFINITIONS
- 12. 10 lundis pour rattraper le train du digital DEFINITIONS TIME DATA VOLUMES Source: IDC
- 13. 10 lundis pour rattraper le train du digital DEFINITIONS Aug 2011, London riots Twitter : 1 million tweets on this topic in just one day
- 14. 10 lundis pour rattraper le train du digital DEFINITIONS
- 15. 10 lundis pour rattraper le train du digital DEFINITIONS 2013 Feb, 3rd 9:08 p.m. Eastern time | power outage The Superdome loses power. Twitter comes to the rescue. Here are the best tweets so far 231500 tweets per minute :
- 16. 10 lundis pour rattraper le train du digital DEFINITIONS
- 17. 10 lundis pour rattraper le train du digital DEFINITIONS ABOUT DATA HOW TO DREAM OR REALITY ? ARE WE READY ?
- 18. 10 lundis pour rattraper le train du digital “Many companies will find low-hanging fruit by tearing down corporate silos.” ABOUT DATA “It is very common to find data in disparate silos Inside organisations, with a strong degree of territorial or technical boundaries around the data. “ Edd Dumbill, Chairman, O’Reilly Strata Conference
- 19. 10 lundis pour rattraper le train du digital SHIFT NEEDED FROM APPLICATION-ABOUT DATA DRIVEN TO DATA-DRIVEN
- 20. 10 lundis pour rattraper le train du digital More data sources still to explode… ABOUT DATA
- 21. 10 lundis pour rattraper le train du digital ABOUT DATA DATA FROM MOBILE APPS
- 22. 10 lundis pour rattraper le train du digital ABOUT DATA Medical parameters tracked in real time for Australian Firemen
- 23. 10 lundis pour rattraper le train du digital ABOUT DATA PRODUCT GENERATED MACHINE DATA
- 24. 10 lundis pour rattraper le train du digital Sales Social Data Mkt Web Data “Earned” Machine Data Web Data Mobile Data Consumer Open Data “Paid” Machine Data Call Center Mobile Data ... OWNED Company Silo Breakdown “Owned” Machine Data Social Data Suppliers PAID OPEN EARNED ABOUT DATA
- 25. 10 lundis pour rattraper le train du digital INCORPORATE 3RD PARTY DATA – OPEN DATA MOVEMENT ABOUT DATA “A piece of data or content is open if anyone is free to use, reuse, and redistribute it — subject only, at most, to the requirement to attribute and/or share-alike.” (Source: opendefinition.org)
- 26. 10 lundis pour rattraper le train du digital CHALLENGE IS NOT ABOUT DATA Even more than dealing with volume, Big Data is about solving complex problems faster and more accurate, resulting in a higher business value.
- 27. 10 lundis pour rattraper le train du digital DEFINITIONS ABOUT DATA HOW TO DREAM OR REALITY ? ARE WE READY ?
- 28. 10 lundis pour rattraper le train du digital “The faster you analyze your data, the greater its predictive value. Companies are moving away from batch processing to real-time to gain competitive advantage.” HOW TO DO
- 29. 10 lundis pour rattraper le train du digital HOW TO SEMMA (sample, explore, modify, model, assess) - without sampling - building models at the speed of light - one to one scoring will replace batch scoring - complex event stream processing vs scoring OLAP without cubes
- 30. 10 lundis pour rattraper le train du digital BUSINESS MANAGER Domain Expert Makes Decisions Evaluates Processes and ROI IT SYSTEMS / MANAGEMENT Model Validation Model Deployment Model Monitoring Data Preparation The Analytic Lifecycle BUSINESS ANALYST Data Exploration Data Visualization Report Creation Author Rule Logic DATA SCIENTIST / STATISTICIAN Exploratory Analysis Descriptive Segmentation Predictive Modeling PEOPLE PROCESS TECHNOLOGY Source : SAS Institute
- 31. 10 lundis pour rattraper le train du digital Storytelling is not only an asset in consumer marketing, but in business decisions as well. To derive the greatest value from data, you need HOW TO storytelling through data exploration & visualization.
- 32. 10 lundis pour rattraper le train du “Storytelling is not only an asset in consumer marketing, but in digital business decisions as well. To derive the greatest value from data, you need storytelling through data exploration & visualization.”
- 33. 10 lundis pour rattraper le train du digital HOW TO 90% of information that comes to the brain is visual Brain processes visual information 60.000 faster than text
- 34. 10 lundis pour rattraper le train du digital HOW TO
- 35. 10 lundis pour rattraper le train du digital HOW TO
- 36. 10 lundis pour rattraper le train du digital HOW TO
- 37. 10 lundis pour rattraper le train du digital HOW TO
- 38. 10 lundis pour rattraper le train du digital HOW TO
- 39. 10 lundis pour rattraper le train du digital Try it out for yourself – http://bit.ly/trysasva HOW TO
- 40. 10 lundis pour rattraper le train du digital HOW TO Real time sentiment analysis
- 41. 10 lundis pour rattraper le train du digital HOW TO
- 42. 10 lundis pour rattraper le train du digital DEFINITIONS ABOUT DATA HOW TO DREAM OR REALITY ? ARE WE READY ?
- 43. 10 lundis pour rattraper le train du digital REALITY ?
- 44. 10 lundis pour rattraper le train du digital Yourself as New social currency BAL HARBOUR SHOPS MIAMI VIP EVENT FOR PEOPLE WITH A KLOUT SCORE >=40 ABOUT DATA
- 45. 10 lundis pour rattraper le train du digital REALITY ? 50% CHURN REDUCTION BY COMBINING CRM, SOCIAL & BILLING DATA
- 46. 10 lundis pour rattraper le train du digital Colruyt… 1.600.000 unique folders Sent every 2 weeks to their customers
- 47. 10 lundis pour rattraper le train du digital WEBSITE OPTIMIZATION REALITY ? THROUGH WEBLOG ANALYSIS
- 48. 10 lundis pour rattraper le train du digital MACHINE DATA REALITY ? BASED PRODUCT IMPROVEMENTS
- 49. 10 lundis pour rattraper le train du digital SMART REALITY ? METERING DRIVEN COST REDUCTION
- 50. 10 lundis pour rattraper le train du digital Every store along the mile-long Regent Street — including Hamleys, Longchamp, Burberry, Banana Republic, Hugo Boss and Anthropologie — is expected to install beacons to broadcast offers to shoppers as they walk past the shop front. About 100 stores have already been fitted with the technology. REALITY ?
- 51. 10 lundis pour rattraper le train du digital 20% CUSTOMER CHURN REALITY ? REDUCTION BY CUSTOMER VIEW EXPANSION
- 52. 10 lundis pour rattraper le train du digital BETTER NEXT BEST OFFER PREDICTION REALITY ? (REDEMPTION RATES UP TO 25%)
- 53. 10 lundis pour rattraper le train du digital REALITY ?
- 54. 10 lundis pour rattraper le train du digital REALITY ? 35 percent of what consumers purchase on Amazon and 75 percent of what they watch on Netflix come from product recommendations based on algorithms focused on transaction data and digital media trends.
- 55. 10 lundis pour rattraper le train du digital DEFINITIONS ABOUT DATA HOW TO DREAM OR REALITY ? ARE WE READY ?
- 56. 10 lundis pour rattraper le train du digital ARE WE READY ? The main challenge is changing the organization so that it more readily challenges the rationale for decisions, uses data to back up the discussion, and generates explanations.
- 57. 10 lundis pour rattraper le train du digital “The ability to take data - to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it is going to be a hugely important skill in the next decades.” Hal Varian - Chief Economist Google ARE WE READY ?
- 58. 10 lundis pour rattraper le train du digital http://www.bigdatalandscape.com/ ARE WE READY ? IT NEEDS TO FAMILIARIZE WITH THE NEW TECHNOLOGY LANDSCAPE
- 59. 10 lundis pour rattraper le train du digital
- 60. 10 lundis pour rattraper le train du digital Hacking Statistics Machine Learning Data Scientist Domain Expertise Drew Conway, The Data Science Venn Diagram ARE WE READY ? “Organizations have to identify people from within who have a track record of breaking the status quo, and who are open to exploring new sources of information on a regular basis,” Anjul Bhambhri, IBM source : Forbes
- 61. 10 lundis pour rattraper le train du digital ARE WE READY ? Source:Indeed.com
- 62. 10 lundis pour rattraper le train du digital ARE WE READY ? Big Data is a Company Objective and needs a strong governance model
- 63. 10 lundis pour rattraper le train du digital Don’t accumulate data for data’s sake. Focus on value for your business projects. Breaking down corporate silos can be the low-hanging fruit for your Big Data pilot. WRAP UP Big Data needs to be in the mindset of the whole organization. Use solutions that make analytics approachable for a broader business audience.
- 64. 10 lundis pour rattraper le train du digital QUESTIONS
- 65. 10 lundis pour rattraper le train du digital Thank You ! guy.huyberechts@yahoo.fr