What Is Big Data?

Chad Richeson

• Big Data is “happening” to Web Analytics.

• The amount of data recorded per page & per user has multiplied over the years.

• The amount of industry/market/competitive data is also increasing.

• Many organizations hit the wall when they find they can’t process 24 hours worth of data in less than 24 hours!

• Big Data requires different tools & techniques.

• Traditional relational/SQL technologies are struggling to keep up.

• Data analysts have to be increasingly technical to be successful.

• Oceans of data – where to begin?

• Big Data can be very expensive if not done right!

• Everything is more expensive at scale – storage, processing, software, people.

• More tools are needed to access data at every level.

• All data is not created equal – focus on what’s valuable, minimize what’s not.

• Make sure you understand how your investments will be APPLIED by decision-makers, and get this buyoff up front.

What is Big Data?

The Big Data “industry” talks in terms of the 3 V’s: Volume, Variety,

and Velocity. But focus on the Implications.

The 3 V’s of Big Data

3 V’s Industry Definition Implication

Volume Data sizes are increasing faster than

traditional technologies can handle

them.

Signal-to-noise ratio is smaller. Have to

find the valuable nuggets in an ever-

increasing ocean of data. Get creative, try

to minimize and focus on only what you

need.

Variety Data types are more diverse, and

break traditional data models.

You can create and act on a 360-degree

view of the customer. This is a huge

business opportunity.

Velocity Data can be collected in real-time

and therefore comes at you faster.

Data can be used to drive the Customer

Experience in realtime. This is a huge

business opportunity.

The companies that get really good at handling Variety and

Velocity will change the world.

3 Questions to Think About…

• Where would companies like Google, Amazon, & Netflix be

without Big Data?

• Does the business case exist for a 1:1, realtime, predictive dialog

with your customers? What about your suppliers? What is the

value you could create?

• Are the trends in Information Science, Mobile, Cloud, and Cheap

Storage & Processing all leading to this?

Irfan Khan (Sybase CTO) compares Big Data to the PC Business in

the late 70s – right now it’s the domain of IT, but soon every

Information Worker will be using it.

Is Big Data Over-Hyped?

The typical smartphone: 14 sensors and growing!

An Example

Accelerometer

Gyroscope

Magnetometer

Barometer

Proximity

Light Sensor

Touch Screen

GPS

WiFi

Bluetooth

GSM/CDMA Cell

NFC: Near Field

Camera (front)

Camera (back)