Action from Insight - Joining the 2 Percent Who are Getting Big Data Right
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The document outlines the evolving landscape of big data and customer engagement, emphasizing the need for businesses to adapt to changing consumer expectations driven by immediacy, quality, and intimacy. It contrasts traditional business intelligence with big data's actionable insights and highlights the disruption caused by new technology and data integration. The content also discusses ethical considerations and the importance of asking 'why' in understanding customer behavior and needs.
Action from Insight - Joining the 2 Percent Who are Getting Big Data Right
- 1. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Playing the Big Data Game: Go Big or Go Home Christopher Surdak JD, Global Subject Matter Expert 16 July 2015 © Copyright 2015 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 2. Welcome! Christopher Surdak, JD Technology Evangelist, Award-Winning Author, Engineer, Data Guy, Rocket Scientist, and Global Expert in Information Governance, Analytics, Privacy and Social Media Held roles with leading companies such as Accenture, Siemens, Dell and Citibank. Began my career with Lockheed Martin Astrospace, where I was a spacecraft systems engineer and rocket scientist. Holds a Juris Doctor from Taft University, an Executive Masters In Technology Management and a Moore Fellowship from the University of Pennsylvania, a Master’s Certificate in Information Security from Villanova University and a BS in Mechanical Engineering from Pennsylvania State University. Wrote “Data Crush: How the Information Tidal Wave is Driving New Business Opportunities,” recipient of GetAbstract’s International Book of the Year Award, 2014. Benjamin Franklin Innovator of the Year, 2015 by the Wharton Club of DC. Honored Consultant, FutureTrek Community, Beijing, China
- 4. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.4 Six Challenges of “The New Normal” Purpose: Support customers’ need for and sense of purpose. Quality: Consumers expect perfection. Deliver less and your customers will abandon you forever. Ubiquity: Globalization means anything, anywhere, anytime. Anything less is unacceptable. Immediacy: Immediate gratification. “There’s an app for that” instantly, predictively. Disengagement: Don’t build, don’t run, don’t outsource, don’t care. I only buy a result. Intimacy: Customers hunger for other forms of connectedness. Feeling like part of a community will be even more important as our needs are met more anonymously.
- 5. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.5 Information to insights – the Big Data landscape Human InformationMachine Data Business Data 10% of Information 90% of Information Annual Growth ~100% ~10%
- 6. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.6 A changing world demands a new style of IT Develop Operate Secure Govern Structured data, process Desktop, months Harden the edge, trust the core Monetize Local, procedural, bureaucratic Physical, one-to-many Old style of IT Real-time analytics, human information Mobile, days Borderless, proactive, dynamic Virtual, predictive self-service Digital, one-to-one New style of IT
- 7. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.7
- 8. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.8 To remain relevant you must ask different questions “Why” is what really matters “Why” they buy? “Why” they care? “Why” they stay? “What” used to be enough “What” customer? “What” need? “What” product? “What” price?
- 9. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.9 Big Data vs. “Big BI” Big BI: 1. Same analyses as before, just more data 2. Batch or warehouse-type processing 3. Informative, but not really actionable Which are you building? Big Data: 1. Joining data sets never before joined, asking questions never before asked 2. Real-time or near-real-time, leading to predictive/persuasive 3. Action oriented, driving “Action at the Speed of Insight”
- 10. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.10 The Customer Engagement Continuum Timing: Topic: Purpose: Value: Reactive Responsive Predictive Persuasive Past Present Future Future What has happened What is happening What might happen What should happen Understand the Past Understand the Present Understand the Future Change the Future What worked before may work again Is there an opportunity right now Is there an opportunity coming Can I create an opportunity
- 11. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.11 Creeping Towards Creepy
- 12. What’s the Issue, What’s at Stake? • E-Coupons Creepiness The best companies must walk the razor’s edge between these two extremes Intimacy • I-Coupons • “Liking” • Geo-Tracking • Predictive Shipping • Suggestion lists • Cookies • Reverse Grouponing • Behavior Modeling • Behavior Manipulation• Needs Anticipation
- 13. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.13 Innovation Outpaces Morality? “Like” this if you feel violated…
- 14. Why Care? What if analytics and predictive technologies can change customer behavior 1%? $18 billion in increased revenue! Cha-Ching!!! In reality, these technologies easily double or triple results
- 15. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.15 Prepare to be Uber-ed Traditional taxi companies got you to your destination… This was necessary, but not sufficient Being PICKED UP QUICKLY, was a key driver of perceived value Disruption Occurs When 1. Existing data mated to new data provides new insights 2. Insight is combined with Social, Games, Cloud, Mobile and Crowdsource 3. All of this is used to dis-intermediate existing players from their customers
- 16. What is for sale? Top 6 Companies in the World, by Market Capitalization, June 2014 (Source, PwC) What do they Sell?Who?Rank Phones?1 Oil2 Nothing?3 Money4 Oil5 Stuff6
- 17. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.17 What is “Legal” Anymore? Industry Company Model Status Livery Uber Self-Employed, unlicensed drivers Technically illegal in many states, cities, countries, etc. Hospitality Airbnb Short-term rentals by owners Technically illegal in many states, cities, countries, etc. Aviation Flytenow Pilots share rides on private planes Semi-legal; FAA attempting to shut down Airlines Skiplagged Help passengers beat city-pair price manipulation by airlines Legal, but “against policy.” Being sued by United Airlines Automotive Tesla Motors Sell cars direct to consumers Technically illegal in many states, cities, countries, etc.
- 18. Companies like Google, Facebook, Yahoo, Twitter and Microsoft (Bing) spend tens of billions of dollars per year on servers, storage, networking and electricity How much did you pay to use their services? YOU ARE THE PRODUCT!
- 19. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.19 Case Study: License Plate Recognition
- 20. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.20 Analyze – Scene Analysis (Prisons)
- 21. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.21 Face Recognition Demo: Office Entrance
- 22. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.22 Use case – Police surveillance
- 23. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.23 Use Case – Counting and Access control
- 24. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.24 Industry-leading breadth & depth of capabilities Contextual search Data exploration Image/video analytics Geospatial analytics SQL on HadoopAccelerated analytics Sentiment analysis Predictive analytics HP Haven Big Data platform Access Explore Enrich Analyze Predict Serve Act And more... Core big data business capabilities On-premise In the Cloud
- 25. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.25 Industry Leading Big Data Engines “Analysis at the speed of business” HP Vertica Analytics: Purpose-built analytics to manage petabytes of data at massive scale with blazing-fast analytics How it works: Native Columnar architecture with intelligent data compression, MPP scale-out, distributed query, built-in analytic functions, and open integration to meet analytic use cases Key advantage: Extremely accessible technology to manage and analyze massive volumes of data in seconds, not weeks Spectrum of use cases: Network QoS, fraud detection, ecommerce analysis, sensor data analytics, customer analytics Vertica “Structure and insight from chaos” HP IDOL Analytics: Information platform for processing free text, audio, video, image and “create” structured data How it works: Probabilistic modeling and pattern-matching to understand concepts in information in context Key advantage: Analyze diverse forms of unstructured information to probe and explore data Spectrum of use cases: Information governance, eDiscovery, knowledge management, insider trading IDOL Understand & analyze 100% of your information from any source, with extreme speed and scale +6,000 Haven Developers, +850 Haven Partners
- 26. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.26 Leaders don’t make compromises • Promotional Testing • Behavior Analytics • Claims Analyses • Click Stream Analyses • Patient Analyses • Network Analyses • Clinical data Analyses • Customer Analytics • Fraud Monitoring • Compliance Testing • Financial Tracking • Loyalty Analysis • Trading Analytics • Marketing Analytics • Safe City • Sentiment Analysis
- 27. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.27 Disruption is Guaranteed Are you disrupting, or being disrupted?
- 28. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.28 Are You Ready for “Globalization of the Mind?” 1 billion new entrants to the global middle class by 2025 NONE of them in the Developed World (Where the middle class will shrink) Think things are tough now? You have no idea…
- 29. Email: [email protected] Twitter: @csurdak M: 714.398.4874 If you’d like to learn more, check out “Data Crush,” getAbstract’s International Book of the Year, 2014 Also see my columns in European Business Review, HP Matter and TechBeacon Magazines, and my blogs on HP.com, EBReview, ChinaBusinessReview, Dataconomy.com, Inc. Magazine, and About.com Look for my second book, “Jerk,” coming in 2016, foreword by Don Tapscott, business guru and best- selling author of “Wikinomics,” “Growing Up Digital” and 12 other best-selling business books And thereafter, book three, “Rupture,” coming in late-2016 Thank You
- 30. Thank You! An “expert” is anyone who is one chapter ahead of you in whatever book you happen to be reading.