The document discusses big data analytics and common misconceptions around it. It discusses how marketing, IT, and consumers perceive big data differently. It outlines the typical big data process and discusses where data comes from and what types of data are collected about people, things, and things about people. It addresses three "big lies" commonly told around big data, such as the misconception that it requires massive investments. It also discusses two small truths, including that meaningful insights require subject matter experts, not just data and analysis. The document advocates for measuring what consumers love rather than just what they buy and warns against measuring everything without focus. It provides several case studies and examples of analyzing social media data and consumer behaviors.
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Editor's Notes
Big Lies and Small Truths: Tales from the Accidental Big Data Scientist Speaker: John Feland, Ph.D., Argus InsightsWe have reached a stage in the evolution of Big Data where collecting and accessing tremendous amounts of data has moved from challenging to mundane. The next challenge will be in turning these storehouses into analytical work horses for businesses in a variety of marketplaces.In this talk, Dr. John Feland will describe the lessons he learned from deployments of predictive analytics in Digital Marketing and the Internet of Things. John will also share how he accidentally founded a Big Data company, what he has learned along the way to separate the hype from the useful, and where he postulates that Big Data could take us.John Feland, Ph.D., is the founder and CEO of Argus Insights, a leader in Experience Analytics that was started in 2009 to answer the question "How can traditional market research be improved and help drive innovation instead of validation?"John has taught Design and Innovation at Stanford University, and he led the team that created the first working Multi-Touch Smartphone prototype six months before the iPhone was announced. Driven by his deep experience in the Consumer Electronics value chain and human center design, John has built an enterprise focused on helping clients uncover unfair methods of competing by delighting customers.
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