Big data analytics 101: How to use it to your advantage
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Transcript of Big data analytics 101: How to use it to your advantage
© 2014 Tangoe, Inc.
Presented by:
Troy Fulton, Director, Product Marketing
February 20, 2014
Big Data Analytics 101:
How to Use It to Your Advantage
© 2014 Tangoe, Inc.
Today’s Speaker
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Troy Fulton
Director, Product Marketing
• 20+ years in high-tech and communications devices
• Senior product marketing and management positions with global
corporations including Motorola Mobility, Nokia, and Compaq
• MBA from The College of William and Mary; BA from Boston
College
© 2014 Tangoe, Inc.
Agenda
• Definitions
• Why Pursue Big Data?
• Use Cases
• What is your Data Worth?
• Implementing Big Data
• Mistakes and Myths
• What’s Next?
• Q&A
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© 2014 Tangoe, Inc.
How Big is Big?
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© 2014 Tangoe, Inc.
Definitions – What is Big Data?
• Big Data is When…
– Require cost-effective, innovative
forms of information processing for
enhanced insight and decision making
• Volume
– Apply the 80/20 rule
> 160 TB of unstructured content
Smaller companies: ~ 11TB
• Velocity
– High rate of change (consumption
or change)
– Requires fast analysis
• Variety
– Format, structure, content, language
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© 2014 Tangoe, Inc.
Big Data – What is it Not?
• Big data = Big $$ = Confusion
– Many technologies are not new
• Not just about volume
– Issue when quantity exceeds
capacity
• Not only Hadoop and MapReduce
– There are alternatives
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© 2014 Tangoe, Inc.
Why Pursue Big Data?
• Deliver against a business
objective
– Payoff is not technical or
predict
– How can the firm influence?
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© 2014 Tangoe, Inc.
Predictions and Use Cases
• $17B industry in 2015
– Big data technology and services
– 40% CAGR
IDC
• Networked firms have an edge
– Leverage data and business analytics
– Web-based data exchange
McKinsey
• Strategic Planning
– 2015: 50% of Big Data solutions utilize
data streams from devices, apps, people
– 2016: 30% of companies monetize their
information assets
Gartner
• Use case examples:
– A bank visualizes patterns to detect fraud
– Doctors determine best protocols
– Auto manufacturers see the core cause
of production delays
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© 2014 Tangoe, Inc.
Big Data Analytics
• Analytics are not new
– IBM 360 mainframes had DSS
• 2016: $50B (IDC)
– Driver: Big Data
– $232B spent on analytics 2012 – 2016
Gartner
• 25% of employees access analytics tools
– Analytics will be pervasive
– Integrated into legacy and new
applications
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© 2014 Tangoe, Inc.
Analytic Tool Buckets
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© 2014 Tangoe, Inc.
Why Big Data Analytics Will Be Pervasive
• Process Improvement
– Streamline Inter-related business activities
– Data-based evidence enables confident choice selection
– Supports continuous improvement
• Intelligent Events
– Trigger-based applications
– Adaptation process and/or policy enforcement
• Contextual Relevance
– Role-based data dashboards
– Customized by user, device, application management
and connection type
• Analytical Insight
– Understand the “how” and “why”
– UX is critical path
•
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© 2014 Tangoe, Inc.
Implementing Big Data Analytics
• Business requirements
– Who / what is driving requirements?
– Business case? Use cases
– Define capabilities and analytic process flows in a business context
– Scope identifies decision points within the process
– Example: collaborative demand and supply forecasting and planning.
Requires analytical capabilities and insight integration multiple business functions
• Define your data sources and context
– Where are they? What are they?
– What’s the best way to reach and replicate them when required?
• Create a proof-of-concept
– Evaluate BI technology in terms of data visualization
• Performance, security, and data governance
– Overlook at your peril for a successful implementation
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© 2014 Tangoe, Inc.
Avoiding Failure
• 85%
– Fortune 500 organizations will fail to exploit big data for competitive advantage
(Gartner)
• Understand before judgment
– Analytical outputs may threaten management
– Ensure technical and business leaders trust analytical outcomes
– Depersonalize and create a shared sense of purpose impact on business
objectives
• Who drives?
– Business leaders drive business problem identification and priority
Truth as a variable
– IT as ecosystem contractor
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© 2014 Tangoe, Inc.
Avoiding Failure
• Project scoped too large
– Waterfall approach may not yield value
– Consider an agile approach
Iteration reviews deliver solution
– Bring ‘n brag accomplishments
– Gap analysis
What’s working…roadblocks…and recommendations
– Creates a team sense of purpose and executive investment
– Course correction opportunities sooner
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© 2014 Tangoe, Inc.
Mythical Confrontation
• Math degree only
– Complexity in implementation is a software challenge, not a user problem
– Data and insight output customized by data-savvy information worker
– Mathematic algorithms not required
• Long time-to-value
– The Past: Traditional BI and predictive analytics as an experiment
High human and software CapEx, and opportunity cost
– Today: Identify the top 3 correlation attributes that convert lead into a sale?
What are the best segments to test offers?
Based on data traffic patterns, can we reduce or purchase infrastructure on-demand?
No longer back-room, need-to-know, top-down
• Incomprehensible results
– Not confined to coefficients, p-values
– Example: bar charts illustrate patient’s likelihood of re-admittance based on correlated
factors
Based on 10 years of research, 500,000 people with similar profiles, in North America
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© 2014 Tangoe, Inc.
What’s Next?
• Need a strategy to improve business processes and outcomes
– Combine people, process and platforms
– Measurable performance targets
– Business and IT leaders have a shared sense of purpose
– Align with business objectives
• Big Data Enhancements
• BI vendors offer embedded data but require proprietary hardware appliances
• Look for DaaS solutions in 2014
• Mining multichannel engagement data to better predict
• Mobile (and embedded) BI
– Empowered employees conduct real-time analysis anywhere, authorized devices
– Consumerized UX drives self-service exploration of what matters to them most
– Mobile revolutionizes how information is distributed throughout the enterprise
• Social Enterprise
• Collaborate, adjust, optimize….from insights generated along the business process journey
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© 2014 Tangoe, Inc.
Questions and Contacts
Troy Fulton
Director Product Marketing
Tangoe
+1.203.859.9300
www.tangoe.com