Getting The Most Out Of Big

Data
Associate Professor Paul Hawking
Can the amount of hype about Big Data be considered Big Data?
What is Big Data?
1997
1998 1999 2001
Big Data is Not New

Cox & Ellsworth
Data sets are
generally quite large,
taxing the capacities
of main memory,
local disk and even
remote disk. We call
this the problem of
big data

Masey
Big Data and
the Next Wave of
Infrastress.
Bryson et al
Very powerful
computers are a
blessing to many
fields of inquiry. They
are also a curse; fast
computations spew
out massive
amounts of data.
Laney
3D Data
Management:
Controlling Data
Volume, Velocity,
and Variety
Characteristics Vs
Volume Velocity Variety Voldemort
Big Data
Vol demor t The dar k si de of Bi g Dat a
Data Sources
Big
Data
Transactions
Machines
Humans
What is Big Data?
Danah Boyd & Kate Crawford (Microsoft)
Big data is a cultural, technological, and scholarly phenomenon
that rests on the interplay of:
Technology: maximizing computation power and algorithmic accuracy
to gather, analyze, link, and compare large data sets.
Analysis: drawing on large data sets to identify patterns in order to
make economic, social, technical, and legal claims.
Mythology: the widespread belief that large data sets offer a higher form
of intelligence and knowledge that can generate insights that were
previously impossible, with the aura of truth, objectivity, and accuracy.
Why the increased interest?
The vendors
Prediction: Customers will leverage existing vendors technologies
Business Intelligence Process
1
Identify
business
issue
2
Formulate
business
question
3
What
information
do I need
4
Where do I
find the
information
5
Retrieve
information
6
Analyse
Information
7
Report
answers
8
Take
actions
Goals of Big Data
Big Data Analysis
Lets act on it
What is the best that can happen?
What will happen next?
Why is this happening?
What actions are needed?
Where exactly is the problem?
How many, how often, where?
What happened?
Reports
Ad Hoc
Reports
Query
Drilldown
Alerts
Statistical
Analysis
Forecasting
Predictive
Analysis
Optimisation
Degree of Intelligence Maturity
C
o
m
p
e
t
i
t
i
v
e

A
d
v
a
n
t
a
g
e

Proactive
Decision
Making
Reactive
Decision
Making
Leading Companies
Treacy & Wiersema
The Discipline of market Leaders
Core/Context Framework
Core Engage
Processes that create differentiation that wins customers

Context Disengage
All other processes
Big Data Value = Analysis + Context
Data
Information
Intelligence
Wisdom
Knowledge
A contact associated to a
Company and all back
orders
A Contact
What the company has purchased,
what other products they may
purchase
Lifetime value of this customer and
strategies to deploy to create loyalty
New business strategies, opportunities
Measuring Success and Value
Overall Success
Implementation
Success
User
Success
Operational
Success
Business
Success
Create a formal, continuous process for measuring
success and value generated
Identify and measure results of each initiative
Establish realistic goals and expectations based on
capability / maturity
On-time,
On-budget
User adoption
Usage tracking
User satisfaction

Productivity
improvements
Process
efficiency and
effectiveness
Return on investment
Economic value add
Revenue increases
Cost Savings
Customer / corporate
profits
Enables Business
Strategy and
Completive Advantage
V
a
l
u
e

C
r
e
a
t
e
d

Who?
Dat a Qual i t y
Dat a I nt egr at i on
Mast er Dat a
Management
Met a Dat a
Management
Bew ar e
Bi g Dat a
Gar t ner Hype Cyc l e
Topic:
Organized by
UNICOM Trainings & Seminars Pvt. Ltd.
contact@unicomlearning.com
Speaker name:
Email ID:
Paul Hawking
Associate Professor
SAP Academic Programs Director
College of Business
Telephone: +61-3-99194031
Mobile: +61-419301628
Email Paul.Hawking@vu.edu.au

Paulhawking #SAPVU