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The New Vs of Big Data
Dr. Richard Benjamins Director External Positioning & Big Data for Social Good LUCA Data‐Driven Decisions Telefónica
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Big Data is no longer an emerging technology…
“Big Data has become prevalent in our lives.”
“We’ve retired Big Data from the hype cycle. I know some clients may be really surprised by that because Big Data was a really important one for many years.”
Betsy Burton, Gartner Analyst, 2016
“I would not consider big data to be an emerging technology.”
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So what is Big Data now? Big Data is now about Value
Business
Customers Society
Velocity
Variety
Volume
Veracity
4 Vs of Big Data in 2014 (IBM) 3 Vs of Big Data in 2017
VALUE FOR
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Video: TV Package Commercial Recommender. Value for Business
Video Segmentation
• My dear Grandma
• Movie lovers
• Remote control Kings
• The intellectual Gourmet
• Top of the charts
• Soccer Fanatics
• Other sports
• On Wheels
• Show must go on
• Chapter after chapter
Movie Lovers Profile
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Value for Customers
Using analytics to extract insights from global communications in multinationals
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Value for Society
Using CDR traffic to understand the impact of floods in Mexico
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• Interested in understanding potential of Big Data
• Keen to run POCs
• Lack of internal know‐how and capabilities
• Data sources unknown / uncontrolled
• Strategy and uses cases not defined
Exploration
Data‐Driven
• Big Data already implemented in a “data‐centric” organization
• Data is intrinsic in decision‐making
• Data brings organization closer to its customers
• In‐house expertise in data science and data engineering
• External data sources used regularly to generate richer insights
• New data‐driven business models and processes in creation
Transformation
• Decision made to leverage Big Data
• Require methodology and expert resources
• Need technology and infrastructure
• Analytics capabilities to be deployed / outsourced
• End‐to‐end transformation programme planned, including cultural and org. changes
You have to start a journey
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This is Telefónica’s journey
2011 20132012
Explorationproving Big Data’s potential
Smart Steps launched
SNA pilots marketing and churn
Global BI organization created
Data to become an asset
20152014
Transformationaccelerating adoption
Smart Digits launched
China Unicom Joint Venture
Smart Steps International roll out
Key use cases executed
Strategic data sourcing installed
20172016
Data‐Drivendemocratizing Big Data
Big Data B2B unit launch
Niche Big Data consultancy acquired
Cultural transformation
CDO (Chema Alonso) appointed
Breaking all kinds of silos
Big Data roadmap for each Operating Business
New data‐driven P&SBig Data for Social Good
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Data Engineering
• Data Governance
• Data Quality
• Data Sourcing Strategy
Tools & Infrastructure
• Specialist Tools
• BDaaS
• On premise deployments
• Reference architecture design
Data Science for Business
• Data Science projects: • Machine Learning • Artificial Intelligence • Maths • Stats
• Also “as a Service”
Business Insights
• Vertical solutions • Transport, Retail, Media
• Horizontal solutions • Fraud management, Credit Scoring, Energy Consumption
Strategy and Transformation (Strategic Assessments, Corporate Transformation Programmes, Culture and Talent programmes)
End 2 End Security Wrap
The components of the Big Data journey
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Data Engineering Letting your data speak
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Data Science Listening to your data
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Data Science Listening to your data
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Data Science Making your data intelligent
Network planning optimisation • Prescriptive analytics • Value‐based deployment
Predictive analytics on commuting in Barcelona to plan for sustainable cities
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Strategy and Transformation
The full impact of Big Data is not reached through your data scientist, but by ensuring all your employees, execs included, have access to, and use insights for their daily work.
Create the right culture to action your insights
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But also recognize the challenges
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Stay engaged with Big Data: data‐speaks.luca‐d3.com
@LUCA_D3 LUCA LUCA: Data‐Driven Decisions