unicom big data innovation conference - the return of the narrative
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Which is the primary key which unlocks the value of the Big Data? In a world awash with data, I argue in this presentation that narratives play a crucial role in making sense of the information. I look at the role of narratives in the data-scarce paradigm and look at some familiar consulting narratives. I then examine the implications of such narratives and look at how these narratives would change in the emerging data-ubiquity paradigmTRANSCRIPT
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India Big Data Week 2014The return of the narratives
www.bigdatainnovation.org
Venkataraman Ramachandran
25th January 2014
Consultant – Information, Media & Entertainment Cognizant Business Consulting
@venkinesiswww.venkinesis.in
www.venkinesis.in
Which is the primary key that unlocks the business value of the data?
A: Big Data
D: Narratives
B: Algorithms
C: Data Visualization
A: Big Data
D: Narratives
Which is the primary key that unlocks the business value of the data?
A: Big Data
D: Narratives
Which is the primary key that unlocks the business value of the data?
“Consulting, a profession grounded in building narratives [and naïve rationalization] “ -
Image courtesy: Wikipedia
content is subservient to context
1. Narratives Takeaway
Data-grounded narratives
Side-effects
The story of best practices
Narratives
• Spoken or written account of story
• Homo narrans
Balvinder is married, outspoken and deeply engaged with social issues.
Which of the following is more likely?
Balvinder is a bank manager
OR
Balvinder is a bank manager who is an active volunteer at an NGO
Image courtesy: Freedigitalphotos.net
Rockstar hero wakes up to his bad
dream where his uncle is killed
Hero is suffering from <Insert the latest syndrome>
Hero meets the assassin
Hero kills the assassin
Assassin was the hero’s dad’s best
friend
Image Courtesy: IMDB, Wikipedia
There is too much data out
there.
What’s your BIG DATA Strategy??
Follow “the best practices” based on
our tested and proven methodology
Voila! Welcome to Big Data 2.0
Deliver Roadmap and ensure
strategic alignment between business
and IT
2.The story of “Best Practices”Takeaway
Data-grounded narratives
Side-effects
The story of best practices
Narratives
3.Side-effects
• Trapped by cultural voeyurism
• Organizations are the same!
• Strategy ends up in tinkering and IT infrastructure tends to “drift”*
• Denial of complexity
Takeaway
Data-grounded narratives
Side-effects
The story of best practices
Narratives
*Source: Claudia Cibora 1997 Scandinavian Journal of Information Systems
Image Courtesy: Google Images
Intermission
Content is subservient to contextBig Data narrative
4. The return of the narrativesTakeaway
Data-grounded narratives
Side-effects
The story of best practices
Narratives
Data Facts Angles
StructureNarrative
Turning Numbers into Narrative for an audience of one
Source: Narrative Science Website
Data Collection, Storage & TransmissionEg. NYSE, Teradata, Hadoop, Market Trends
Vertical search productsEg. Cars.com
Reporting & VisualizationsEg. Tableau,
Cognos, Palantir, Good Data
Value-added data
Eg. Experian, Navteq
Data products ecosystem
Source: Narrative Science – Larry Adams Presentation at Big Data Week
Reality
Media
Data
Algorithm
Narrative
Meaning
New narrative
Reality
Media
Data
Algorithm
Narrative -1
Meaning-1
Narrative-n
Meaning-n
Old narrative What-if realities
The new story of best practicesappropriate
• All answers are statistically significant
• Causality doesn’t equal correlation
• Appropriate practices are debunked until proven
4. Takeaway
4.When does Big Data make(s) sense?
• Can your business model survive data-scarcity?
• Do you see data-ubiquity as a problem or a predicament?
• What’s your meta-narrative??
In a world full of answers, do you have the right question??
Image courtesy: Freedigitalphotos.net
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Organized byUNICOM Trainings & Seminars Pvt. Ltd.
Venkataraman [email protected]
Thank You
www.bigdatainnovation.org