1. Webinar Big Data In The Age Of The Customer
Brian Hopkins, Vice President, Principal Analyst
May 27, Call in at 12:55 p.m. Eastern time

2. We are gaining a deeper view of the world by digitizing everything . . .
DATA SCIENTISTS PARTICIPATED IN A DATA DIVE TO HELP THE NYC PARKS DEPARTMENT BETTER MANAGE STORM RISK AND OPTIMIZE PRUNING SCHEDULES OF THE CITY’S TREES
Image source: Github (

3. . . . and by using data to predict everything
Image source: Digits (

4. Big data — emerging business practices and technologies that close the gap between the amount of data available and your ability to use it for business insight

5. You need a big data reset
Less than 15% of data used for business intelligence (BI)
Source: Upcoming “Reset On Big Data” Forrester report

6. It’s about understanding your customers
Age of the customer — a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report

7. Big data challenges the status quo
Ethics and regulatory
Perception of privacy
Use of data for innovation and growth
Data hoarding

8. You need to know where to look.
Exploding data + inefficient allocation of resources
= opportunity for insight

9. Big data starts with the way your business thinks
Image source: The Wall Street Journal (

10. Then you need to know the value
Netflix bought two seasons without seeing a single episode.

11. But you need more than the right culture
Source: Upcoming “Reset On Big Data” Forrester report

12. Big data competency starts with turning curiosity into testing
Trips per neighborhood
Crimes per neighborhood
Business metric
Got curious
Got data
Found correlation
Source: “How Prostitution And Alcohol Make Uber Better,” Uberdata blog, September 13, 2011

13. It also means navigating new risks
Approximately 500K records +
IMDb
= 99%
Lawsuit
Source: Ryan Singel, “Netflix Spilled Your Brokeback Mountain Secret, Lawsuit Claims,” Wired, December 17, (

14. The US government realizes that privacy in the era of big data needs to change
REPORT TO THE PRESIDENT “BIG DATA AND PRIVACY: A TECHNOLOGICAL PERSPECTIVE”
“In light of the continuing proliferation of ways to collect and use information about people, PCAST recommends that policy focus primarily on whether specific uses of information about people affect privacy adversely. It also recommends that policy should focus on outcomes, on the ‘what’ rather than the ‘how,’ to avoid becoming obsolete as technology advances.”
Source: “Big Data and Privacy: A Technological Perspective,” President’s Council of Advisors on Science and Technology, May (

15. Your technical platform is much more than Hadoop
Source: Upcoming “Reset On Big Data” Forrester report

16. Recommendation — reset
Big data is:
The practices and technology that close the gap between the data available and the ability to turn that data into business insight.
Start preparing for the future that big data makes possible.

17. Your business is more confused . . .
“Which view of big data is most aligned to yours?”
Hype
Technology BI
New
Confusing
Base: 701 North American data and analytics decision-makers; Source: Business Technographics Global Data And Analytics Survey, 2014; Image source: Blogger (

18. . . . and it isn’t being as aggressive
“Based on our definition of big data, what best describes your firm’s current usage/plans to adopt big data technologies and solutions?”
Expanding/ upgrading implementation
Implemented, not expanding
Planning to implement in the next 12 months
Planning to implement in more than 1 year IT
15% 6%
16%
24%
Business
13% 7% 9%
18%
Base: 701 North American data and analytics decision-makers; Source: Business Technographics Global Data And Analytics Survey, 2014; Image source: Blogger (

19. Recommendations
Stop calling your Hadoop pilots your “big data projects.”
Reset your thinking on big data, and get the bigger changes.
Stop asking if you need big data.
Engage your front office by discovering links to metrics they care about.
Rethink technical investments in light of cultural and competency maturity.

20. “When the cost of collecting information on virtually every interaction falls to zero, the insights that we gain from our activity will fundamentally change the way we relate to one another, to institutions, and with the future itself.”
Patrick Tucker The Naked Future: What Happens in a World That Anticipates Your Every Move?

21. Without big data, you won’t thrive in the age of the customer . . .
Turn big data into business insights.
. . . and you may not survive it.

22. Brian Hopkins