Big DataA new era or just a temporary hype?

Thomas Richard Haas Data Mining Spring term 2014

AgendaA Keeping a close eye on Big Data

- Growing amount of data- Definition and Characteristics

B What does Big Data provide?

- Some techniques and technologies- Challenges for management and IT- How Wal-Mart learns about their customers

C Quo Vadis Big Data?

D Literature2

A Keeping a close eye on Big Data

Growing amount of data

2.4 billion people with

internet access 2012

Web 2.0

RFIDComputation

al performance

22% use a smartphon

e

“From the beginning of human until the mid of the 2000s,

People produced information about five Exabyte’s. Today, 2.5 Exabyte’s are produced – per day!”

(Eric Schmitt, ex-CEO of Google, quoted in Smolan & Erwitt, 2012)

Industry 4.0

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A Keeping a close eye on Big Data

Definition and Characteristics

The data is generated and stored by a lot of different systems and sources, empowered by the access to customer data, web communities and newly deployed assets.

(in Bughin et al. 2010)

“[…] explosion of mobile networks,

cloud computing and new technologies.”

(Bollier 2010)

Volume Variety Velocity

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B What does Big Data provide?

Some techniques and technologies

Association Rule

Learning

Find relationships Market basket analysis

Machine Learning

Learn from data Natural language processing

Business Intelligence -

Hadoop

Extracting information from raw data Hadoop MapReduce

- Developed by Google- Divide & Conquer algorithm

Cassandra

noSQL, column-based DBMS More flexible than RDBMS

- Developed by facebook- e.g.: columns can store columns

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B What does Big Data provide?

Challenges for management and IT

Integration

What do you

expect?

Business value

Quality and

Validity

Talent manageme

nt

Legal aspects

Culture

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B What does Big Data provide?

How Wal-Mart learns about their customers

HadoopSocial

genome

Connect public & social data What do people talk about? Shelve-management Self-made by Wal-Mart

thorax

In-store navigation-app! Get mobile data from the customer Self-made by Wal-Mart

Stores incoming data

245 Million customers worldwide – weekly*

Largest retailer worldwide* > 10.000 retail units*

* Wal-Mart 2013

“If you’re Wal-Mart, you have to understand what is happening in that customer’s life.”

(Lee Scott, CEO, Diekmann 2013)

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C Quo Vadis Big Data?

“Big Data” is not a new era of business administration, but it provides ways of managing data with the goal to identify new patterns explaining both: our life as well as natural conditions!

New challenges and opportunities

Decisions based on data, analyzed in real-time Increase profit, performance, reputation Also important for government and research

But: It is neither a new Kondratieff nor a revolution of Business.

D Literature

Bollier, David (2010): The Promise and Peril of Big Data, Aspen Institute, Washington

Bughin, Jacques/Chui, Michael/Manyika, James (2010): Clouds, big data, and smart assets: Ten tech-enabled business trends to watch, in: McKinsey Quarterly August 2010

Diekmann 2013: Walmart CEO Scott Shares Views On Big Data And More. By: Diekmann, Frank J., Credit Union Journal, 15215105, 11/11/2013, Vol. 17, Issue 44

Smolan, R./Erwitt, J. (2012): The Human Face of Big Data (last view 20.12.13, 17:39, http://www.jstor.org/stable/10.1525/bio.2013.63.9.4)

Walmart 2013: Walmart Annual Report 2013

For further references just ask ;-)

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Thank you for your attention!

Any questions? Feel free to ask!

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