This document discusses big data and its growing role in customer engagement. It notes that while there was 5 exabytes of data created from the dawn of civilization through 2003, that amount is now created every two days. It outlines different types of structured and unstructured data companies are dealing with. It provides examples of how companies like UPS and Aurora Health Care have saved millions annually through analyzing big data. It also states that companies with a big data strategy financially outperform their peers by 20% and that big data will increasingly be important for personalized customer communication and prescriptive analytics.

1. Big Data in Customer Engagement:
It’s time to Think Bigger
Mark van Rijmenam
July 15, 2014
A personal story: circumnavigating
Australia on a bike in 100 days

2. Big Data is a Big Adventure
To know where we are going, we need
to know where we are coming from

3. To know where we are going, we need
to know where we are coming from
There was 5 Exabytes of
information created between
the dawn of civilization
through 2003, but that much
information is now created
every 2 days and the
Pace is Increasing
From Clean to Messy

4. Cleaning-up is difficult but necessary
We are just getting started…

5. 100 times back and forth

6. Now it’s getting interesting
Accelerated change is the only constant

7. But it came without an instruction manual
Experiment & Innovate or Perish

8. It is not the strongest of
the species that survives
nor the most intelligent
that survives. it is the one
that is the most
adaptable to change
How to move forward?

9. Start paying attention to the 7V’s
Structured data
- Spreadsheets;
- Log files;
- Sensor data;
- GPS data;
- Flat files.
Semi-structured data
- RSS Feeds;
- Documents with meta tags;
- XML objects.
Complex Structured data
- Hierarchically structured data
Unstructured data
- Image objects;
- Social data;
- Documents;
- Voice data;
- Business records.

10. Youtube: 100 hours of video are uploaded every minute
Twitter: 400 million tweets per day
Facebook: 1.2 billion users and 4,5 billion likes per day
Flickr: 51 million members, each with 1 terabyte of data = 50 exabyte
WhatsApp processes > 60 billion messages a day on a regular basis
204 million emails are sent every minute
Airplanes create 2,5 billion Terabyte per year

11. Square Kilometer Array Telescope: 1 Exabyte
Sensors in oil wells:10 Exabyte per year

12. Self-driving cars: 2 Petabyte per year
From Big Data to Mixed Data –
also for startups

13. Source: Wipro.com
Aurora Health Care saves $ 6 million
annually due to fewer re-admissions

14. UPS saves $ 50 million annually on fuel due
to routing optimilization
Annual potential for EU Public Sector is
€ 250 billion

15. Big Data means Big Business
Organisations with a Big Data strategy,
financially outperform their peers by 20%
Incomplete and incorrect data are useless.
33% of managers do not trust their data!

16. Data is highly variable: context is important!
Raw data is like crude oil: useless

18. Big Data Trends
The Mobile Revolution requires a different Big
Data Approach

19. John Deere developed FarmSight: insights
in real-time on the iPad
Connecting the Unconnected: Internet of Things

20. Heineken bottles with 8 LED lights, 8-bit microprocessor,
accelerometer, gyroscope and wireless transmitter
More insight with data of billions of social
media profiles

21. Nestlé monitors 2000 brands in real-time
and communicates with customers 24/7
What can Big Data mean for companies?

22. 4 ethical guidelines:
simplicity, transparency, security & privacy

23. Big Data in Customer Engagement
Customer data
Social dataMobile data
Mixed
Data

24. N=1: Personal Communication
Insights in
stakeholders
Personal PR
campaigns
It’s all about 360 degrees view of customers

25. The future is in Prescriptive Analytics
The possibilities of Big Data are endless

26. Thank you
@vanRijmenam
Mark@BigData-Startups.com
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