Big Data - Pros and Cons. A discussion on impending New World Order

2. WHAT IS BIG DATA
Just like in the movie The Matrix, BIG DATA is a reality which is
omnipresent and yet elusive – the closer you go – the further it
recedes
It’s a series of ones and zeroes which when put through analytics
could give rise to New World Order
BIG DATA refers to indefinite digital foot prints and information
generated during day to day activity and converting that into
KNOWLEDGE
BIG DATA is collation of ‘structured’ and ‘unstructured’ information
and MON€TI$ING it with the use of analytics
Big data is a data sets whose size is beyond the ability of traditional relational databases to capture, manage, and process the data with low-latency

3. BIG DATA – WHERE IT COMES FROM
KNOWLEDGE

4. DATA COLLECTION
In today’s world, every source of data, revenue stream, entertainment, all has its roots in the cyberspace
Every card you swipe, search you make, online song you play, online order you place, location you check-in, CCTV you pass through,
FB/You Tube like you hit; leaves a digital footprint
It leaves a trail of bread crumps which can be used to map your behavioral pattern and can predict your future behavior
Moore's law, prediction made by American engineer Gordon Moore in 1965 that the number of transistors per silicon chip doubles every
year and hence we have Hadoop and other open source platform to extract and store such huge amount of data
Alan Turing’s Colossus Apollo 11 Mission Control Computer Apple I-phone 6
x 1000
times
efficient
x 1000
times
efficient
Today we carry phones in our pocket which over a million times faster than the machine which changed the course of WWII

5. WORK OF BIG DATA ANALYTICS
DATA INFORMATION KNOWLEDGE
Data, information and knowledge are not same. Where Data = Raw Material; Knowledge = Finished Goods (sellable)
BIG DATA analytics helps in bridging the gap to yield a more profound output to put into constructive [or destructive] use

6. WHY SO MUCH FUSS ABOUT BIG DATA
Data
Need
Wants Knowledge of extracting the want leads to monetizing
¥ € $

7. EXAMPLES OF BIG DATA
 When you see a Facebook advert for a holiday that you’d been looking at yesterday on Google
 Netflix collects your browsing patterns in order to recommend TV and movie programs
 Music apps like Pandora and Spotify use big data to deliver music that is geared towards your taste
 It is responsible for “Recently viewed items” or “Featured recommendations” you see on websites

8. HOW DOES BIG DATA WORK
In a very basic terminology – Big Data is nothing but sampling on an astonishingly large scale
In past two years we generated more data than what was generated from the birth of time till year 2015
Earlier when world was not connected, people use to rely on the data population set available to them and use to do sampling based
on that data since technology prevented them to analyze the entire population. Sampling very large amount of data leads to problem
to timing the sample (How, Where and When to sample)
Big Data erases all such barrier, it not only connects the world of data and information but also gives the bandwidth of analyzing the
entire population of data set for most accurate hypothesis or prediction
Larger the sample  More accurate will be the assumption. Big Data uses the entire population available on the digital platform;
which arguably mean the best possible assumption

9. BIG DATA
The Good
The Bad
The Ugly

10. THE GOOD
• Big Data enable 1) cost reductions, 2) time reductions, 3) new product development and optimized offerings, and 4) smart decision making. When
you combine big data with high-powered analytics, you can accomplish business-related tasks such as:
• Determining root causes of failures, issues and defects in near-real time.
• Generating coupons at the point of sale based on the customer’s buying habits.
• Recalculating entire risk portfolios in minutes.
• Detecting fraudulent behavior before it affects your organization.
Improving healthcare – Data-driven medicine involves analysing vast numbers of medical records and images for patterns that can help spot disease
early and develop new medicines.
Predicting and responding to natural and man-made disasters – Sensor data can be analysed to predict where earthquakes are likely to strike
next, and patterns of human behaviour give clues that help organisations give relief to survivors. Big Data technology is also used to monitor and
safeguard the flow of refugees away from war zones around the world.
Preventing crime – Police forces are increasingly adopting data-driven strategies based on their own intelligence and public data sets in order to
deploy resources more efficiently and act as a deterrent where one is needed.

11. THE BAD
Big Data gives us unprecedented insights and opportunities, but it also raises concerns and questions that must be addressed:
Data privacy – The Big Data we now generate contains a lot of information about our personal lives, much of which we have a right to keep private.
Increasingly, we are asked to strike a balance between the amount of personal data we divulge, and the convenience that Big Data-powered apps and
services offer.
Data security – Even if we decide we are happy for someone to have our data for a particular purpose, can we trust them to keep it safe?
Data discrimination – When everything is known, will it become acceptable to discriminate against people based on data we have on their lives? We
already use credit scoring to decide who can borrow money, and insurance is heavily data-driven. We can expect to be analysed and assessed in
greater detail, and care must be taken that this isn’t done in a way that contributes to making life more difficult for those who already have fewer
resources and access to information.
The internet already has all the required biometric (retina scan through web cam, finger prints through mobile unlocking system, your
bio-data on the cloud) and data about your life (through social media) that it can digitally recreate/impersonate you

12. THE UGLY
Using Big Data analytics to push sales and induce buyers and also misuse of such personal data is wrong and to an extend criminal in nature, but what
if Big Data analytics is used to manipulate – not just one person but an entire nation – a crime so hideous that it calls for treason
Richard Nixon’s Watergate Scandal will look like a stone age operation in front of what Cambridge Analytica did with the “Crooked Hillary” campaign.
You don’t have to break-into the oppositions HQ to rig an election anymore, you can now play with the minds of the voter and manipulate them to vote in
for your favor
The ugliest part is still to unravel, the Cambridge Analytica fiasco could just be tip of an ice berg. Ever wondered how come during elections, you get to
see SMS and emails from various parties contesting for election? This is pure data breach. Telecom companies sell email ids and mobile numbers to
such parties so that they can reach out to you. Data breach = Trust breach. Some of the biggest data breach in last decade are as follows:
Yahoo – 2013-2014
ebY – 2014
Hartland Payment System – 2008
JP Morgan Chase – 2014
Uber - 2016

13. THE UGLY
The Big Data analytics deals with human behavioral patterns, hypothesis and predictive models
Based on very large user fed data – a trend, a pattern, a system is identified
Based on the system, hypothesis is formulated and put to test using ‘agents’ (‘agents’ acts independently & cannot be coded) to yield unbiased results
Once hypothesis is validated – a model is put into place to implement the next level, which includes prediction
By manipulating the users based on the data fed by the same user the outcome of an event can be changed or predicted
The “Crooked Hillary” campaign is a fine example how an entire nation can be fooled
A single Big Data Analytic company singlehandedly turned the tide of US General election using user data and micro-targeting by planting fake data
People are made to believe in lies and distrusting the truth. It could be classic example of a wolf in sheep’s clothing
“The greatest trick the devil ever pulled was convincing the world that he didn't exist” – Kevin Spacey (The Usual Suspect)

14. EFFECTS OF COLD WAR – GOOD VS BAD
G
R
O
W
T
H
YEARS
US Allies
Soviet Allies
Third World
Just like the Cold War, the new Digital war of BIG DATA Harnessing could have substantial effect on the future.

15. CONCLUSION……THE NEW BEGINNING
“Necessity is the mother of all creation”
“Technology is good slave but a bad master”
“If you are rich in knowledge you can demand the universe”
These age old adages still hold true. As an educated generation we should be aware of our surroundings, our deeds and their impacts. We should validate
before judging and most importantly posting. We should be careful of we store as a back-up on the cloud. Pen and Paper are not dead – use them. All the
major companies are investing billions in Artificial Intelligence and harnessing Big Data; be it Watson of IBM or Deepmind of Google, everyone is in the
race to win the next cold war – the war which is being fought in the cyberspace. Everyone will want your data – it is the new Market Capital. People will
be choosing sides. Choose wisely, don’t end up being a puppet in the hands of others………..
All the world’s a stage,
And all the men and women merely players;
They have their exits and their entrance
Play your part well

16. Contents leveraged from You Tube & Internet:
Professor Maria Fasli
Patrick Schwerdtfeger
TEDX
Chanel 4
www.sas.com
www.bernardmarr.com
www.ibm.com/analytics/hadoop/big-data-analytics
Prepared by:
Kunal Dutta - https://www.linkedin.com/in/kunal-dutta-47594517/