big data: pr's biggest threat or opportunity?
TRANSCRIPT
Big Data: PR’s Biggest Threat Or Opportunity?
Brandon Uttley, Principal Brandon Uttley Consulting
www.brandonuttley.com
Presented To: PRSA Southeast District
Let me ask you a few questions.
Who likes to watch movies?
Photo: gsloan
Big Data helps you decide.
"Hadoop processing power allows the company to run massive data analyses, such as graphing traffic patterns for every type of device across multiple markets. !
"That effort helps Netflix improve the reliability of video feeds on different platforms and plan for future growth of streaming movies and shows. For example, the greater processing capabilities can allow engineers to see where traffic on the network is running slower, allowing them to plan for additional network capacity."
Wall Street Journal
Is Hadoop?
Who has a teenage girl?
Thanks to Big Data.
Wal-Mart Stores collects more than 2.5 petabytes of data every hour from its customer transactions.
Harvard Business Review
“Most people have no idea that businesses use thousands of such scores to rank consumers based on data harvested from search engine histories, shopping habits, social media networks, mobile apps, surveys and census reports.”
Big Data = Big Profits
Nearly two-thirds of CFOs and CIOs in the Americas have changed their business strategy because of big data.
KPMG
So just how big is Big Data?
Over 2.5 petabytes of data every hour
Source: Mozy
}Every Hour
1,000 Bytes 1 Kilobyte
1,000 Kilobytes 1 Megabyte
1,000 Megabytes 1 Gigabyte
1,000 Gigabytes 1 Terabyte
1,000 Terabytes 1 Petabyte
1,000 Petabytes 1 Exabyte
1,000 Exabytes 1 Zettabyte
1,000 Zettabytes 1 Yottabyte
1,000 Yottabytes 1 Brontobyte
1,000 Brontobytes 1 Geopbyte
Facebook handles more than 300 petabytes of data daily.
AllFacebook
The Petrarack.
Just $500,000.
Here’s the scary part.
The capacity of a human being's functional memory is estimated to be 1.25 terabytes. !
This means the memories of 800 human beings fit into one petabyte.
Raymond Kurzweil, The Singularity Is Near
Are we doomed?
The machines are getting smarter. !
The machines compute faster. !
Logically, the machines can beat us.
Before We Panic
• We still make the machines
• There is no algorithm for empathy
• There are no chips for insights and intuition
We are the caretakers of reason. !
We are the leapers of faith.
“…social scientists reported that Google’s flu-tracking service not only wildly overestimated the number of flu cases in the United States in the 2012-13 flu season — a well-known miss — but has also consistently overshot in the last few years.”
New York Times
Let’s proceed with caution.
Big Data Is Everywhere
Public Sector/Government
Financial Institutions
Media Companies
Transportation
Healthcare
Fitness
Business Applications
Social Media Data
Web Clickstream Data
Server Log Data
Machine and Sensor Data
Geolocation Data
Some Positive Projects
• In March 2012, the White House announced a national "Big Data Initiative" with six Federal departments and agencies committing more than $200 million to big data research projects
• Includes a National Science Foundation "Expeditions in Computing" grant of $10 million over 5 years
• Over a dozen sponsors using big data to attack problems from predicting traffic congestion to fighting cancer
London's Heathrow airport increased the number of on-time flights from 65% to 80% in two months after using an algorithm to coordinate everything that goes into a flight turnaround process
IBM is helping companies identify customers’ personality types based on social data
for better customer service
“We are seeing it transform our entire organization. Big data helps us understand
customers better. It helps us gather personal preferences to customize the experience
they have with our organization.” !
Senior VP/CMO Jim Davis Orlando Magic
What Can You Do About Big Data?
“You don’t need a weatherman to know which way the wind blows.” — Bob Dylan, Subterranean Homesick Blues
Photo credit: Johannas Visions
"If you are simply relying on internal information and your own experience, you are going to come up short as a strategist. The big data that is probably most relevant to big decisions is Internet data — addressing what people around the world are saying and doing.” !
!— Tom Davenport Professor at Babson College and author of Big Data @ Work
Foundation For Success
L - LearnE - EducateA - AssessR - ReactN - (I)nterpret
Learn
Research what is happening !
Get to know key players !
Know enough to be dangerous
http://uttley.in/datadummies
Hadoop is an open-source software framework for storage and large-scale processing of data-sets
Hortonworks Advertising Architecture
Hortonworks Sentiment Analysis
Text Analysis API
http://aylien.com/text-api
Text Analysis API
http://aylien.com/text-api
www.mashape.com
Mashape
www.statwing.com
Statwing
Main Types of Data
• Proprietary DataIn-house numbers, technology or customer base
• Commissioned DataMarket research, opinion polls and customer surveys
• Curated DataThird-party data, preexisting studies and reports from organizations, government agencies and academic institutions
Educate
Inform your organizations and clients !
Discuss the ramifications of Big Data !
Get a seat at the table
Assess
Determine what is being collected !
Assess organizational readiness
Adobe Capability-Maturity Self Assessment Tool
http://myanalyticsscore.com
React
Guide communications around Big Data initiatives !
Identify opportunities and organizational roles !
Review or prepare policies
Intel Big Data Policy
http://uttley.in/intelbigdata
(I)nterpret
Be the liaison (IT, management, communications, customers)
!Bring the human element to analysis/usage
To Sum Up
Big Data is indeed huge and growing
It is imperative for you to pay attention and know the landscape Most importantly—get a seat at the table
Be proactive and bring human empathy to the conversation
“The workings of intuition transcend those of the intellect, and as is well known, innovation is often a triumph of intuition over logic.” — Albert Einstein
Any Questions?
Thank You.
Brandon Uttley, Principal Brandon Uttley Consulting
www.brandonuttley.com
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