Panelists from a large company, a small company and a software consulting firm will share insights on how their companies are tackling the arena of Big Data and how to leverage a variety of data sources for strategic decision-making.

1. Making Sense of
Big Data
For Companies of Any Size
AMA Iowa
Experience Event
February 5, 2016

2. Moderator Tamara Kenworthy
On Point Strategies
PANELISTS
Kristi Gale
NCMIC
Adam Soyer
Doextra
Antonio Lora
Meredith

4. What is Big Data?
Massive amounts of structured and unstructured data
collected over time that are difficult to analyze and
handle using common database management tools –
yet has the potential to be mined for information.
Big Data analytics breaks down the data sets into
smaller chunks for efficient processing and employs
parallel computing to derive intelligence for effective
decision-making.

5. Business
Transactions
Email Activity Logs Research
Surveillance
Videos
Blogs Social Media
Machine-
generated
data
Sensors And More
Structured & Unstructured Data

6. Big Data Characteristics
Volume Variety
Velocity Variability
Veracity

7. Why it Matters?
 To take action with the data
 Leading to better decisions and
strategic business moves
 And doing so quickly

11. Leverage Big Data
• Creating transparency
• Enabling experimentation
• Segmenting population to customize actions
• Replacing/supporting human decision making with
automated algorithms
• Innovating new business models, products and services
• Organizations can analyze far more data

12. Benefits of Big Data
~ Marketing Related ~
• Target Marketing
• Cross-Selling
• Sales Analysis and Forecasting
• Market Basket Analysis
• Promotion Analysis
• Customer Retention and Churn
• Profitability Analysis
• Customer Value Measurement
• Product Bundle

14. How to start?
• Find a good partner
• Select the right business problem
• Make sure data is available
• Understand (be part of) the process
• Test it !
• Institutionalize the process

15. Things to Avoid
• Working with the wrong SME
• Spending too much time on research
• Using Capex vs. Opex
• Not failing fast enough
• Not partnering with IT
• Not supporting real decisions
• Lack of internal PR

16. Resources
• B2E Direct Marketing
• Doextra CRM Solutions
• InfoGroup
• Zirous, Inc.
Tools
• Alteryx – analytics platform,
data blending
• Microsoft Power BI – data
visualization
• Qlik – data visualization
• Tableau – data visualization
We are not endorsing specific resources or tools. We are
sharing a list of resources that you may wish to explore.
New organization in Iowa: Analytics Leadership Council
Contact: Bill Adamowski, Director of Innovation and
Entrepreneurship, Iowa State University

17. Q&A