What the Heck is Big Data?

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<ol><li> 1. Copyright 2014 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc. Susan Saurage-Altenloh October 2014 Bamboozled or Just Buried by Big Data? </li><li> 2. 2 IABC Southern Region Conference | 16 October 2014 2 Definition History How big is it? The promise of big data The limits of big data Primary players What we are learning Uses and applications Our Path Today </li><li> 3. 3 IABC Southern Region Conference | 16 October 2014 3 Big data are extremely large data sets that may be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions. Big data is an all-encompassing term for any collection of data sets so large and complex that it becomes difficult to process using traditional data processing applications. </li><li> 4. 4 IABC Southern Region Conference | 16 October 2014 4 Confusion "...nobody seems quite sure exactly what the phrase means, beyond a general impression of the storage and analysis of unfathomable amounts of information, but we are assured, over and over, that its going to be big. --The New Yorker </li><li> 5. 5 IABC Southern Region Conference | 16 October 2014 5 Just sayin. Big data is a vague term for a massive phenomenon that has rapidly become an obsession with entrepreneurs, scientists, governments and the media. -- Financial Times Magazine </li><li> 6. 6 IABC Southern Region Conference | 16 October 2014 6 Growth, however, is not vague. http://www.eweek.com/imagesvr_ce/eweek/images/stories/slideshows/036912_bigdata/02.jpg </li><li> 7. 7 IABC Southern Region Conference | 16 October 2014 7 Historically Speaking Term big data gained currency in 2008 2012 was crossover year to use of big data Data expansion issues began early 20th century http://www.forbes.com/sites/gilpress/2013/05/09/a-very-short-history-of-big-data/ Images and timeline data points in this presentation extracted from http://www.winshuttle.com/big-data-timeline/ </li><li> 8. 8 IABC Southern Region Conference | 16 October 2014 8 The 1880 U.S. Census took eight years to tabulate! First Big(ger) Data </li><li> 9. 9 IABC Southern Region Conference | 16 October 2014 9 1989 Business Intelligence In 1989, Howard Dresner defined BI as "concepts and methods to improve business decision making by using fact-based support systems". Not long after, companies such as Business Objects, Actuate, Crystal Reports, and MicroStrategy began to emerge, offering to report and analyze company data. Source: A Brief History of Decision Support Systems by D.J. Power. http://www.winshuttle.com/big-data-timeline </li><li> 10. 10 IABC Southern Region Conference | 16 October 2014 10 1997: The term "big data" was used for the first time in an article by NASA researchers Michael Cox and David Ellsworth. The pair claimed that the rise of data was becoming an issue for current computer systems. This was also known as the "problem of big data". Source: Application-Controlled Demand Paging for Out-of-Core Visualization. http://www.winshuttle.com/big-data-timeline </li><li> 11. 11 IABC Southern Region Conference | 16 October 2014 11 2001 The 3 Vs Gartner Analyst Doug Laney published a research paper titled 3D Data Management: Controlling Data Volume, Velocity, and Variety. Even today, the 3Vs are the generally-accepted dimensions of big data. http://www.winshuttle.com/big-data-timeline </li><li> 12. 12 IABC Southern Region Conference | 16 October 2014 12 How big is it? The reason scarcely anybody used to talk about Big Data is that, until very recently, it didnt existmost data had been, by current standards, small potatoes. Now, Big Data is mainly measured in terabytes (trillions) and petabytes (quadrillions); within a decade, even those numbers may seem quaint. -- The New Yorker </li><li> 13. 13 IABC Southern Region Conference | 16 October 2014 13 2007 Zettabyte Defined From Wikipedia, the free encyclopedia The zettabyte is a multiple of the unit byte for digital information. The prefix zetta indicates multiplication by the seventh power of 1000 or 1021 in the International System of Units (SI). Therefore one zettabyte is one sextillion (one long scale trilliard) bytes. The unit symbol is ZB. 1 ZB = 10007bytes = 1021bytes = 1000000000000000000000bytes = 1000exabytes = 1billionterabytes A petabyte is the equivalent of 1,000 terabytes, or a quadrillion bytes. One terabyte is a thousand gigabytes. One gigabyte is made up of a thousand megabytes. There are a thousand thousandi.e., a millionpetabytes in a zettabyte. Ouch. http://www.winshuttle.com/big-data-timeline </li><li> 14. 14 IABC Southern Region Conference | 16 October 2014 14 Seminal Article in Wired Magazine http://www.winshuttle.com/big-data-timeline </li><li> 15. 15 IABC Southern Region Conference | 16 October 2014 15 Google Flu Trends </li><li> 16. 16 IABC Southern Region Conference | 16 October 2014 16 2009 Business Intelligence Becomes a Priority Source: Gartner.com </li><li> 17. 17 IABC Southern Region Conference | 16 October 2014 17 2010 ERP Arrives in the Cloud http://www.winshuttle.com/big-data-timeline </li><li> 18. 18 IABC Southern Region Conference | 16 October 2014 18 2011 Growth of Data Storage at Enterprise Level </li><li> 19. 19 IABC Southern Region Conference | 16 October 2014 19 Big Data Players </li><li> 20. 20 IABC Southern Region Conference | 16 October 2014 20 2012 Information Society Expands http://www.winshuttle.com/big-data-timeline </li><li> 21. 21 IABC Southern Region Conference | 16 October 2014 21 Growth Drivers http://cdn.news-sap.com/wp-content/blogs.dir/1/files/SAP_Big_Data_E4.jpg </li><li> 22. 22 IABC Southern Region Conference | 16 October 2014 22 2013 Cloud ERP is Adopted Broadly http://www.winshuttle.com/big-data-timeline </li><li> 23. 23 IABC Southern Region Conference | 16 October 2014 23 Big Data Growth is Accelerating http://www.tech-dynamics.com/solution-overview/big-data/ </li><li> 24. 24 IABC Southern Region Conference | 16 October 2014 24 Where do we go from here? http://esj.com/articles/2014/07/10/big-data-analytics-moving-to-cloud.aspx </li><li> 25. 25 IABC Southern Region Conference | 16 October 2014 25 2014 The Future of Big Data http://www.winshuttle.com/big-data-timeline </li><li> 26. 26 IABC Southern Region Conference | 16 October 2014 26 The Promise of Big Data Four claims: Data analysis produces uncannily accurate results Every single data point can be captured, making old statistical sampling techniques obsolete It is pass to fret about what causes what, because statistical correlation tells us what we need to know Scientific or statistical models arent needed because, with enough data, the numbers speak for themselves https://www.ft.com </li><li> 27. 27 IABC Southern Region Conference | 16 October 2014 27 Dark Data Information assets that organizations collect, process and store in the course of their regular business activity, but generally fail to use for other purposes Definition by Gartner </li><li> 28. 28 IABC Southern Region Conference | 16 October 2014 28 The Limits of Big Data Statistics dont lie Errors do exist Manual computations required Complexity degrades models Correlations differ from causality </li><li> 29. 29 IABC Southern Region Conference | 16 October 2014 29 Barriers to Capitalizing on Big Data A big thanks to Tata Consulting Services http://sites.tcs.com/big-data-study </li><li> 30. 30 IABC Southern Region Conference | 16 October 2014 30 Big Data Applications http://i2mag.com/big-data-infographic/ </li><li> 31. 31 IABC Southern Region Conference | 16 October 2014 31 Branding, ROI and Big Data Big data builds community Big data fosters culture (customer and employee retention) Big data drives revenue Better Decisions </li><li> 32. 32 IABC Southern Region Conference | 16 October 2014 32 Returns on Big Data (emerging) A big thanks to Tata Consulting Services http://sites.tcs.com/big-data-study </li><li> 33. 33 IABC Southern Region Conference | 16 October 2014 33 Social Data Insights from Big Data Real-time Market Mood Relevant Issues and Content User Interests Internal Operational Metrics Competitive Research https://www.marketingtechblog.com </li><li> 34. 34 IABC Southern Region Conference | 16 October 2014 34 BI and Online Marketing Integration Incremental Sales Visitor to Buyer Ratio Tracking Keywords Social Media Cost per Lead ROI Sales of Lead Source Conversions by Campaign The Basics http://www.huffingtonpost.com/jayson-demers </li><li> 35. 35 IABC Southern Region Conference | 16 October 2014 35 Big Data for Marketers in 2014 360 degree view of the customer The Internet of Things Data warehouse optimization Big data service refinery Information security </li><li> 36. 36 IABC Southern Region Conference | 16 October 2014 36 Its all about the insights and data! ssaurage@SaurageResearch.com http://pinterest.com/saurageresearch/ http://twitter.com/RealitySpikes http://www.linkedin.com/company/saurage-research-inc. https://www.facebook.com/SaurageMarketingResearch http://www.saurageresearch.com/category/blog/ Explore the research possibilities: </li><li> 37. 37 IABC Southern Region Conference | 16 October 2014 37 About the Presenter Susan Saurage-Altenloh specializes in designing research strategies and producing results that meet clients' information needs completely and exactly. Susan has gathered actionable data for a client list that includes nationally known medical facilities, large manufacturers and refineries, prominent financial institutions, municipal and national governmental agencies, and advertising/ marketing firms. The most notable ones Tenet, Conoco, Cameron, the EPA, HP/Compaq, Chicago Board of Trade, BP, Exxon, Dow, Siemens Transmission Products and McDonalds include several Fortune 500 companies. Susan has authored several articles appearing in national and regional business publications and regularly appears on television as an expert in market information and research trends. She is a graduate of the MBA program at University of Texas at Austin and graduated Magna Cum Laude from Houston Baptist University. </li></ol>