201203 AIMIA Big Data Challeng
Content
>
Small
vs.
Big
Data
<
What
the
heck?
What
does
it
all
mean
and
how
does
it
help
me?
>
Smart
data
driven
marke5ng
“Using
data
to
widen
the
funnel”
Media
A8ribu5on
&
Modeling
Op5mise
channel
mix,
predict
sales
Targeted
Direct
Marke5ng
Increase
relevance,
reduce
churn
Tes5ng
&
Op5misa5on
Remove
barriers,
drive
sales
Boos5ng
ROI
March
2012
©
Datalicious
Pty
Ltd
2
>
Wikipedia:
Big
data
In
informa@on
technology,
big
data
consists
of
datasets
that
grow
so
large
that
they
become
awkward
to
work
with
using
on-‐hand
database
management
tools.
Difficul@es
include
capture,
storage,
search,
sharing,
analy@cs,
and
visualizing.
This
trend
con@nues
because
of
the
benefits
of
working
with
larger
and
larger
datasets
allowing
analysts
to
spot
business
trends,
prevent
diseases,
combat
crime.
Though
a
moving
target,
current
limits
are
on
the
order
of
terabytes,
exabytes
and
zeLabytes
of
data.
March
2012
©
Datalicious
Pty
Ltd
3
Big
data
=
bo8lenecks
March
2012
©
Datalicious
Pty
Ltd
4
>
Big
data
analy5cs
bo8lenecks
Fast
laptops
now
have
up
to
8GB
of
RAM,
that
means
you
can
compute
up
to
6GB
of
raw
data
very
fast
in
memory
thus
bypassing
the
biggest
boLleneck:
I/O
March
2012
©
Datalicious
Pty
Ltd
5
>
Power
vs.
distributed
compu5ng
Adding
more
supercomputers
is
difficult
as
they
are
complex
and
expensive
but
adding
machines
to
a
distributed
compu@ng
network
is
fairly
cheap
and
‘easy’.
March
2012
©
Datalicious
Pty
Ltd
6
Big
data
=
hype?
March
2012
©
Datalicious
Pty
Ltd
7
>
Single
customer
view
is
key
Media
performance
data
Website
behavioural
data
+
©
Datalicious
Pty
Ltd
The
whole
is
greater
than
the
sum
of
its
parts
Customer
profile
data
March
2012
8
>
Maximise
iden5fica5on
points
160%
140%
120%
100%
80%
60%
40%
20%
0
4
8
12
16
20
24
28
32
36
40
44
48
−−−
Probability
of
iden@fica@on
through
Cookies
Weeks
March
2012
©
Datalicious
Pty
Ltd
9
>
Tradi5onal
single
customer
view
Website
data
Vendor
data
feed
#1
Call
center
data
Vendor
data
feed
#2
Rela5onal
database
Reports
and
dashboards
Customer
data
Vendor
data
feed
#3
Targeted
campaigns
March
2012
©
Datalicious
Pty
Ltd
10
>
Tradi5onal
single
customer
view
Website
data
Challenge
#2:
Data
feeds
Vendor
require
data
feed
#1
constant
updates
and
maintenance
Challenge
#1:
Rigid
database
Rela5onal
schema
requires
database
extensive
planning
and
maintenance
Call
center
data
Vendor
data
feed
#2
Reports
and
dashboards
Challenge
#3:
Increasing
Customer
number
data
of
(unstructured)
data
sources
March
2012
Vendor
data
feed
#3
Targeted
campaigns
©
Datalicious
Pty
Ltd
11
>
Splunk
single
customer
view
Website
behaviour
data
Splunk
saved
searches
and
dashboards
Call
center
transac5on
data
Automated
FTP
upload
of
flat
files
Splunk
instance
on
dedicated
AWS
server
Splunk
regex
builder
and
data
exports
CRM
customer
profile
data
3rd
party
data
mining
and
campaigns
March
2012
©
Datalicious
Pty
Ltd
12
>
Key
Splunk
advantages
§ Powerful
data
mining
§ Easy
sharing
of
insights
§ Short
project
dura@on
– Structured
and
unstructured
data
– Online
dashboards
and
reports
– Quick
implementa@on
and
1st
insights
– Regex
builder
and
data
extracts
§ Integra@on
with
other
pladorms
– Implementa@on
and
maintenance
©
Datalicious
Pty
Ltd
§ Low
technology
and
resource
costs
March
2012
22
[email protected]
blog.datalicious.com
twi8er.com/datalicious
March
2012
©
Datalicious
Pty
Ltd
23
Contact
us
Learn
more
Follow
us
Data
>
Insights
>
Ac5on
Small
vs.
Big
Data
<
What
the
heck?
What
does
it
all
mean
and
how
does
it
help
me?
>
Smart
data
driven
marke5ng
“Using
data
to
widen
the
funnel”
Media
A8ribu5on
&
Modeling
Op5mise
channel
mix,
predict
sales
Targeted
Direct
Marke5ng
Increase
relevance,
reduce
churn
Tes5ng
&
Op5misa5on
Remove
barriers,
drive
sales
Boos5ng
ROI
March
2012
©
Datalicious
Pty
Ltd
2
>
Wikipedia:
Big
data
In
informa@on
technology,
big
data
consists
of
datasets
that
grow
so
large
that
they
become
awkward
to
work
with
using
on-‐hand
database
management
tools.
Difficul@es
include
capture,
storage,
search,
sharing,
analy@cs,
and
visualizing.
This
trend
con@nues
because
of
the
benefits
of
working
with
larger
and
larger
datasets
allowing
analysts
to
spot
business
trends,
prevent
diseases,
combat
crime.
Though
a
moving
target,
current
limits
are
on
the
order
of
terabytes,
exabytes
and
zeLabytes
of
data.
March
2012
©
Datalicious
Pty
Ltd
3
Big
data
=
bo8lenecks
March
2012
©
Datalicious
Pty
Ltd
4
>
Big
data
analy5cs
bo8lenecks
Fast
laptops
now
have
up
to
8GB
of
RAM,
that
means
you
can
compute
up
to
6GB
of
raw
data
very
fast
in
memory
thus
bypassing
the
biggest
boLleneck:
I/O
March
2012
©
Datalicious
Pty
Ltd
5
>
Power
vs.
distributed
compu5ng
Adding
more
supercomputers
is
difficult
as
they
are
complex
and
expensive
but
adding
machines
to
a
distributed
compu@ng
network
is
fairly
cheap
and
‘easy’.
March
2012
©
Datalicious
Pty
Ltd
6
Big
data
=
hype?
March
2012
©
Datalicious
Pty
Ltd
7
>
Single
customer
view
is
key
Media
performance
data
Website
behavioural
data
+
©
Datalicious
Pty
Ltd
The
whole
is
greater
than
the
sum
of
its
parts
Customer
profile
data
March
2012
8
>
Maximise
iden5fica5on
points
160%
140%
120%
100%
80%
60%
40%
20%
0
4
8
12
16
20
24
28
32
36
40
44
48
−−−
Probability
of
iden@fica@on
through
Cookies
Weeks
March
2012
©
Datalicious
Pty
Ltd
9
>
Tradi5onal
single
customer
view
Website
data
Vendor
data
feed
#1
Call
center
data
Vendor
data
feed
#2
Rela5onal
database
Reports
and
dashboards
Customer
data
Vendor
data
feed
#3
Targeted
campaigns
March
2012
©
Datalicious
Pty
Ltd
10
>
Tradi5onal
single
customer
view
Website
data
Challenge
#2:
Data
feeds
Vendor
require
data
feed
#1
constant
updates
and
maintenance
Challenge
#1:
Rigid
database
Rela5onal
schema
requires
database
extensive
planning
and
maintenance
Call
center
data
Vendor
data
feed
#2
Reports
and
dashboards
Challenge
#3:
Increasing
Customer
number
data
of
(unstructured)
data
sources
March
2012
Vendor
data
feed
#3
Targeted
campaigns
©
Datalicious
Pty
Ltd
11
>
Splunk
single
customer
view
Website
behaviour
data
Splunk
saved
searches
and
dashboards
Call
center
transac5on
data
Automated
FTP
upload
of
flat
files
Splunk
instance
on
dedicated
AWS
server
Splunk
regex
builder
and
data
exports
CRM
customer
profile
data
3rd
party
data
mining
and
campaigns
March
2012
©
Datalicious
Pty
Ltd
12
>
Key
Splunk
advantages
§ Powerful
data
mining
§ Easy
sharing
of
insights
§ Short
project
dura@on
– Structured
and
unstructured
data
– Online
dashboards
and
reports
– Quick
implementa@on
and
1st
insights
– Regex
builder
and
data
extracts
§ Integra@on
with
other
pladorms
– Implementa@on
and
maintenance
©
Datalicious
Pty
Ltd
§ Low
technology
and
resource
costs
March
2012
22
[email protected]
blog.datalicious.com
twi8er.com/datalicious
March
2012
©
Datalicious
Pty
Ltd
23
Contact
us
Learn
more
Follow
us
Data
>
Insights
>
Ac5on
