Putting Big Data To Work

Bill FranksChief Analytics Officer, TeradataAugust 2014

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� Big Data Market Trends

� Applying Basic Analytics Principles

� Keeping Big Data In Perspective

� Putting Big Data To Work

� Q & A

Agenda

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• Who Cares???!!!

• Results count, not definitions

What’s The Definition Of Big Data?

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Start From The Right Perspective …

…Data Doesn’t Lead You To A Business Problem...

…Your Business Problem Leads You To The Right Data

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Yes…

Is A Big Data Bubble Ready To Burst?

…and No

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Creating Magic …

Images source: Disney

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Changing How People Work …

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Blurring Industry Classifications …

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Monetizing Data & Analytics …

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Perspective: Analysis Versus Reporting

Analysis

Provides Answers

Provides What Is Needed

Typically Customized

Involves A Person

Extremely Flexible

Reporting

Provides Data

Provides What Is Asked For

Typically Standardized

No Person Involved

Fairly Inflexible

Running reports is not analysis. But both reports and analysis are critical to success!

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What is Advanced Analytics?

What happened?

When did ”X” happen?

What was the impact of “X”

Why did “X” happen?

When will “X” happen again?

What caused “X” to happen?

>An iterative, flexible approach to solving business problems

>Spanning ad-hoc sql, advanced statisticalmethods, & data mining

>Attempts to quantify the cause of events & predict them

>Improves business results via fact-baseddecisions

Basic Analytics Advanced Analytics

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You Must Commit To Using Analytics

• No cherry picking!

• Use the results of great analytics no matter the outcome

• This may mean having to back off of plans that were popular

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The First Step: Framing The Problem Correctly

• Most analytic efforts are a success or failure before they start

• Framing the problem correctly is critical as is developing a solid analysis plan

• It is easy to answer the wrong question well or to execute a poorly designed analysis perfectly

What is the goal?

What data is required?

Have all alternatives been considered?

What actions can and will be taken?

What is the best methodology?

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Framing: How Should Profitability Be Defined?

$30 per Month…Let Him Go?

Here He Is…

He Influences…

$120/mo & $7,600/mo in circle

$90/mo & $5,300/mo in circle

$150/mo & $10,400/mo in circle

$75/mo & $2,200/mo in circle

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> Often automatically generated by a machine

> It is typically an entirely new source of information

� As opposed to an extended collection the same old data

> It is not always designed to be friendly, if it is designed at all

> Large swaths of big data may not have a lot of value

What Makes Big Data Different?

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The Power Of Big Data …

… Is in the new information it provides to analytic processes

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Setting Your Big Data Strategy

Big data must be another facet of your enterprise data & analytics strategy

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Understanding Big Data

Analytics with big data is …

… Wait for it …

… Just analytics!!!

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To Succeed With Big Data, Start Small!

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Playing Games …

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Surfing The Web …

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Tracking Yourself …

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Recommendations

• Focus on analytics needs first

o … and let the data follow from there

• Take the time to define the problem

o … and the time to design a good solution

• Start small

o … but be prepared to invest in your successes

• Expect to deal with a wide range of data

o … both big and not so big

• Have confidence

o … because analytics really work!

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If You Have Further Questions Or Comments

Bill.Franks@Teradata.com

www.Bill-Franks.com

Twitter: @BillFranksGA

Coming Fall 2014!