Japan IT Week 2024 Brochure by 47Billion (English)
Creating Big Data Success with the Collaboration of Business and IT
1. Creating Big Data Success with the
Collaboration of Business and IT Teams
By Edward Chenard
2. Edward Chenard
- Started big data at Best Buy, was working in big data at GE before it was
called big data.
- Set up one of the first hadoop clusters in Retail and the Midwest.
- Won tax innovation credits for my work on big data
- Tekne finalist for big data innovation
- Set up big data, data science and data visualization teams
- Managed teams as large as 300 with product portfolios of over $4B
- I spend my time in cold places
edward@echenard.com
Twitter: Echenard
Slideshare: Echenard
4. The Reality of Big Data
•
As many as 3/4 of big data projects fail according to one Gartner study.
•
The third is that 39 percent of the failure of Big Data project is attributed to the
fact the data is siloed and there’s not a lot of cooperation in gaining access to that
data. Now that is the oldest problem in the history of IT. - Infochimps
• 1. They focus on technology rather than business opportunities.
• 2. They are unable to provide data access to subject matter experts.
• 3. They fail to achieve enterprise adoption.
Terradata's top three reasons why big data projects fail.
•
Lack of alignment. Business and IT groups are not aligned on the business problem
they need to solve but instead are tackling it from a technology perspective. Lack
of true commitment from business stakeholders also makes alignment harder to
achieve. Peter Sheldon - Forrester Analyst
6. How a typical big data project takes
place
• Someone hears about big data and then seeks
funding.
• Other teams want to own it. Months of fighting
takes place over ownership.
• The opportunity is either lost or the mission of
the project gets altered.
• Teams work in silos, poor communication takes
place as teams spend more time playing CYA.
Achievement: Project failure with cost over
runs, deadlines missed and lack of focus.
8. Current state of big data collaboration
Business
(Strategy)
Analyst
IT
(Insights)
(Systems)
9. What does Big Data Really Mean to
Business
“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's going to be a hugely important skill
in the next decades, not only at the professional level but even at the
educational level for elementary school kids, for high school kids, for college kids.
Because now we really do have essentially free and
ubiquitous data. So the complimentary scarce factor is
the ability to understand that data and extract value
from it.”
Hal Varian
11. Why a focus on collaboration?
• Projects fail for simple reasons, lack of
understanding the need for better collaboration
and then knowing how to implement that
collaboration, helps to ensure success.
• Failure does not need to be an option
• Big data is the future of how we live and
work, but only if we get it right. Big data can be
bigger than ecommerce in terms of impact on
how we live.
13. Data Discoverers
“The Data Discoverers looks a
lot like you and me, but what‟s
different is their preoccupation
with personal data.
They are relentlessly
digital, they obsessively record
everything about their personal
lives, and they think that data is
sexy. In fact, the bigger the
data, the sexier it becomes.
Their lives - from a data
perspective, at least - are
perfectly groomed.”
data as a lifestyle
14. Data Discoverers
Data Discoverers are setting the
trend in what will be common
place in just a few short years.
More people will want to use
their data and the
consumerization of data and
technology will continue.
As this trend goes, only
organization that learn to merge
the various disciplines of
strategy, analytics and IT, will be
successful
data as a lifestyle
15. How We Need to Look at Discovery
Horizon
Future
Soon
Present
Past
16. Discovery is the leading
emerging interaction category
of the Age of Insight
19. How Different Functions See the Same
Issue
“Understand the quality performance of a system so I can better
determine if I need to replace it.”
- IT
“Understand a portfolio's exposures to assess portfolio-level investment
mix.”
- Strategy Manager
“I need to understand the customer trends in the data so I can better
create models.”
- Analyst
20. Identifying Modes
“Understand the quality performance of a system so I can better determine if I
need to replace it.”
- IT
“Understand a portfolio's exposures to assess portfolio-level investment mix.”
- Strategy Manager
“Understand the customer trends in the data so I can better create models.”
- Analyst
Mode = „Comprehend‟ (understand)
21. Comprehending
„To generate insight by understanding the nature or
meaning of an item or data set‟
e.g. “I need to analyze and understand consumer-customer-market trends to inform
brand strategy & communications plan” – Director, Brand Image
Each Team has the same goal, to understand, what they may want to understand
is often different but not exclusive or limit to the other team’s need to
understand.
22. Identifying Modes
“I need visibility into the systems my colleagues are using in order to maximize the
network ROI for the company.”
- IT
“I need to identify customers/marketers/dealers failing & at risk of de-branding based
on performance problems.”
- Strategy
“I need to identify the best customer/consumer/region targets for our brand/products.”
- Analyst
Mode = „Explore‟
26. The Business Value
Framework
Initiatives
Customer
Acceptance
Business value
Customer
Acceptance
Focus on
Customers
Perceived Value
Business value
Focus on
Internals
Ease of Data Collection
Prerecorded
Customer
Needs
Timeliness
Ease of Implementation
Ease of Data
Collection
Value Perceived
Customer’s Wallet Share
Ease of Implementation
Production
Flexibility
Different
Products
Automated and
prompted
Customer’s
Wallet Share
More Products
Production
Efficiency
27. How work gets structured
Vision &
Goals
Clearly articulated vision for
personalization and
recommendations, precisely defined
goals with how to measure. Defined
scope of the product.
Governance
Execution
Market strategy, customer
segmentation, prioritization, org
focus, measurement and incentive
systems
Production
process, flexibility at
scale, efficiency, relationship
management, benchmarking
, metrics, initiatives
28. Framing Collaboration
Value (Shared): Show me the money!?!
-
Measurable Results
Multi-Channel Case Studies
Strategy: Where are you
headed?
IT: What Tools and Why
-
MapReduce, Hadoop
Cassandra, The Cloud
Pig, Hive,
HDFS
Big Data
Collaboration
-
Buy vs. Build
Open source options
Alignment with Analytical Infrastructure
Speed to Market
Privacy Considerations
Analyst: Who, How, Where?
-
Data Scientist vs. Statistician
Where to find talent?
Retain, Train
Offshore vs. Onshore
University involvement
28
29. Always Remember:
Data, Insights, Actions
Listen
Share
Engage
Innovate
Perform
• Listen to the data streams
• Share the data with the rest of the organization
• Engage to the data to find the insights
• Innovate new ideas from the insights gained from the data
• Perform insightful actions from the data to create better customer
experiences
32. Resources
• Why Do Big IT Projects Fail So Often?
(http://www.informationweek.com/strategic-cio/executive-insights-andinnovation/why-do-big-it-projects-fail-so-often/d/d-id/1112087?)
• A statisticians view of big data (http://www.slideshare.net/kuonen/astatisticians-view-on-big-data-and-data-science#!)
• Using Big Data to Create a Data Driven Organization
(http://www.slideshare.net/echenard/using-big-to-create-a-data-driveorganization)
• The Language of Discover (http://www.slideshare.net/moJoe/designingbig-data-interactions-using-the-laguage-ofdiscovery?utm_source=slideshow&utm_medium=ssemail&utm_campaig
n=download_notification)
• Images by Emma Kim, Jason Maehl, David Spurdens, Evgenia Shadrina
and Hill Street Studio
Editor's Notes
Tale of Two dinner parties and the develop of big data trends in 2014I create big data conferencesCommon problem was a theme, project failure
I am a practitioner of big dataI look into the future 90% accuracyGE industrial internetFocus on the practical and solutionsThis is about solutions
Data is expected to grow as 4 Billion people go online creating 50 trillion gigs of data each year. Information is doubling at a rate that we have never seen before and the rate is accelerating. With this acceleration comes new challenges In 2011 almost no one in MN was working on big data, now, almost everyone is at least looking at it.
Most big data projects fail
Team’s compete, they don’t collaborate.
Big data has evolved beyond the abilities of any one team to manage. It needs to be an organizational level endeavor otherwise it will fail, there needs to be collaboration among teams. Data equals value
Business handles strategy the what and whyAnalysts : who data science guys and BIIT: The how
Big data means value discovery, the ability to engage customers on a new level we never could before. Big Data is bigger than ecommerce.
Everything is about discovery, we are social creatures who love to have new experiences,Big data takes us to a new level of discovery
Bigger than ecommerceBig data is about discovery and understanding the people doing the discovering
As big data moves beyond the IT aspects, we realize that it is really about discovery and making sense of those discoveries. Everyone is a discoverer, means can be drawn from anything.
Data discoverers are the future, Data as a lifestyle
Fitbit as an example of data discoverersData as the new self discovery toolLeads to consumerization of IT IT needs to adapt to be socialThis means teaming up with marketing and letting marketing joing the conversation with data
How we look at big data needs to take into account the factor of time and it’s relationship to the discovery process.Most organizations are stuck on 1 and 2 with a few on 3. True innovators look at Future and Horizon
As data discoverers grow, the age of insight will take over the age of information, this is an age in which all teams need to work together in order to have success.
Age of insight is marked with Complex ecosystems, more interconnectedness think city ecosystems.Multi channel experience, no one works in a silo.Everryware: wearable and internet of thingsFluid data: reactive dataDynamic perspectives: No one view of the same, but many views, even from just one person.
A shift from systems and forecasts to activities as our center of design needs to take place.Data alone can’t predict an unpredictable social animal known as the human beingFocus on the activities of people, not so much predicting them because we can’t do that good of a job with what we have.
To be activity centered, understand how different functions see the world
We all have the same mode in many cases or related mode
Comprehension is the core of what we all seek.
Key is to identify the mode to find common ground for collaboration.
Each mode can be used to help various teams collaborate by understanding the mode in which they are operating.Mode helps to find common ground.
Each mode can be used to help various teams collaborate by understanding the mode in which they are operating.Mode helps to find common ground.
Have a framework in place to help weight priorities and attributesWhat is really important.
Set up a structure Understand the vision, make it clearGovernance: have structure around the tasksExecution: Know how to get it done and why
Know your zone of the framework.Frame itMake it simple, one pager big picture, help explain it in the simplest of form
Data, Insights Actions, must be core to your strategy.
Working with the right systems in place, teams achieve what others cannot.