Afinal, o que é Big Data? Como vai afetar as empresas e nossas vidas?

Cezar Taurion Consultor senior ctaurion@gmail.com

A SOCIEDADE

HIPERCONECTADA

TECNOLOGIA

PERVASIVA E

COMPUTAÇÃO

SOCIAL

UM NOVO

AMBIENTE DE

TRABALHO

TUDO EM

TEMPO REAL

UMA NOVA

GERAÇÃO

Midias sociais fazem parte do dia a dia do

brasileiro

Celulares/ smartphones/tablets já se igualam em numero à

população do planeta…

As coisas acontecem muito rapido no mundo cada vez

mais hiperconectado

Quem é esta geração digital?

Usam tecnologias digitais no seu dia a dia e esperam usá-las no trabalho.

São early adopters por natureza.

Entram no mundo online cada vez mais cedo... usam a Internet como

laboratório social, para testar limites do relacionamento.

Vivem em ritmo cada vez mais acelerado e são multitarefas (usam celular,

MP3, tablet, smart TV...tudo ao mesmo tempo!)

Computing is not about computers anymore. It

is about living!

2007 7% 93%

2000 75% 25%

2013 2% 98%

Digitalização dos dados e informações cresce em ritmo acelerado!

Big Data refers to how to collect, store, and manage

information that comes into an enterprise so that it can be

harvested for decision making

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Big Data and analytics unlock new insights and opportunities that just

weren’t possible before

Analytics Applied

to Big Data

1. Better, smarter insights highlighting business opportunities—internal and external

2. Internal process and performance improvement

3. Creating novel, incremental revenue possibilities

Traditional Approach

Structured, analytical, logical

Multimedia

Data Warehouse

Web Logs

Social Data

Sensor data: images

RFID

Internal App Data

Transaction Data

Mainframe Data

OLTP System Data

Traditional Sources

ERP Data

Structured Repeatable

Linear

Unstructured Exploratory

Dynamic

Text Data: emails

Hadoop and Streams

New Sources

New Approach

Creative, holistic, intuitive

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Volume, Variety, Velocity, Veracity = Value

Decem

ber

2013

Big Data & Analytics North America | IBM Confidential

E você ainda pensava que lia sozinho(a)?

Você não é mais um anônimo...

On Internet, they know you’re a four-year-old male dog that has fleas, prefers canned dog food and was neutered six months after birth, and this data is for sale for a fraction of a cent in mass quantities...

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Novas técnicas de visualização

Biases in social media data

Digital access

Age

Class

Gender

Literacy

Geography

Optimism

Position on issues

Fans/opponents

...

Biases in social media data

Digital access

Age

Class

Gender

Literacy

Geography

Optimism

Position on issues

Fans/opponents

...

Sentiment Analysis

Big Data impacta todos setores de negócio…

Insurance

Solvency II

Antifraud, Waste, Abuse

Next Best Action

Operational Risk

Policy Analytics

Claims Analytics

Single View of Customer

Banking

Single View of Customer Customer Centric Asset Optimization Security Enterprise Ops Risk Mgmt Credit Lifecycle Mgmt Next Best Action Fraud – AML Digital Adoption

Telco

Centralized BI Delivery Center

EDW and BI Transformation

Call Detail Record Analytics

Advanced Analytics Lab

Next Best Action

Predictive Asset Optimization

Network Analytics

Energy & Utilities

Power Delivery Dashboard

CFO Performance Insight

Smart Meter

Customer Insight

Grid Analytics

Risk Analytics

Condition Based Maintenance

Media and Entertainment

• Audience Insight

• Business process transformation

Retail

Customer Driven Loyalty Marketing

Collaborative Analytics Platform

Intelligent Ops Center

Customer MDM

Social Media Segmentation

Travel and Transport

Consumer Products

Post Event Analysis and Tracking

(DSR)

• Shelf Availability (SW)

• Promotional Spend Optimization (SW)

• Merchandising Compliance (SW)

Government

Social Program Integrity

Citizen Access and Insight

Border Control Management

Customs Risk Management

Road User Charging

Healthcare

Automotive

Actionable Consumer Intelligence

Predictive Asset Optimization (Equip

Health & Mfg Quality and SCO)

Life Sciences

Strategic Insight Portfolio (SIIP)

Clinical Research Library

Patient Adherence

Chemical and Petroleum

Turnaround Management

Performance Mgmt System

Drilling Analytics

Master Data Management

Industrial Products

Electronics

Predictive Asset Optimization

Customer Analytics

Quality Early Warning System

Supply Chain Analytics

Customer Loyalty & Insights

Dynamic Social Media

Recommendations

Production Design and Optimization

Scheduling

Customer Segmentation and

Member Analytics

• Measure & Act on Population Health

Outcomes (SW)

• Engage Consumers in their

Healthcare (SW)

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'Big Data' está ainda no canto da tela do radar dos CIOs/CEOs/Gestores…

Adoção de Big data

Some are just

starting to explore

'Big Data'

Most are already debating/

evaluating/ considering

'Big Data' Adoção

A few are already/

still implementing

'Big Data'

Several plan to

implement w/in the

near future Only a minority has

not looked/ won't

look into it

Ignorants Early

Explorers

Heavy

Explorers

Planners Implementors

The hype of big data continues, but in 2014/2015 the focus will be on

implementing solutions and finding value

Big Data: A 2014 HorizonWatch Trend Report

“The hype around big data continues to drive increased investment and attention,

but there is real substance behind the hype. Our survey underlines the fact that

organizations across industries and geographies see 'opportunity' and real business

value rather than the 'smoke and mirrors' with which hypes usually come.” – Gartner

“The hype around big data is coming to an end, signifying the beginning of a long-term

adoption trend that will expose myriad opportunities and challenges.” – IDC

“The reality will set in as more organizations attempt Big Data and analytics initiatives.

The opportunities are real, but still involves quite a bit of trial and error, and

experimentation.” – IDC

Big Data: A 2014 HorizonWatch Trend Report

Industry Analysts are forecasting significant growth in IT

spending associated with the Big Data

Organizations still face basic pain points, ranging from confusion about

Big Data to lack of skills

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7

Big Data & Analytics North America | IBM Confidential

Big Data and Analytics Challenges:

1. Adoption is still early as users are confused by what big data is

2. Organizations don’t have the skills to fully exploit it:

a) Not having enough or the right IT skills to manage Big Data Projects

b) Not having enough or the right analytics staff to analyze the data

3. Organizations lack the tools & integration to existing proprietary offering

a) Unstructured or semi-structured text is difficult to query

4. There are underlying “information management” challenges that limit organizations ability to capitalize on big data

Traditional relational databases / data warehouses not designed for new types of data

5. Trouble deciding what data is relevant (What data to keep store/discard)

6. Cost of technology infrastructure

7. Different sources of data (enterprise apps, web, search, video, mobile, social conversations and sensors)

Source: IBM CEO,CIO, CFO, CMO Studies; Gartner Best Actions in a Decade of CIO Resolutions as CIOs Move From Technical Manager to Digital Leader, May 2013

, IDC Directions 2013: Building a Big Data and Analytics Road Map for Business Value

Decem

ber

2013

World without secrets...

The rise of the Data Scientist in 2013

39

“A data scientist is someone who can

understand the desired business

outcome, examine the data, and create

hypotheses about how to establish

predictive rules that can enable

business outcomes such as increasing

eCommerce upsell, keeping a

production line running, or eliminating

stock-outs” – Forrester Data Scientist: The Sexiest Job of the 21st

Century – Harvard Business Review

CDO- Chief Data Officer role, one that reinforces the partnership among other C-

suite executives and promotes establishing an Analytics Center of Excellence

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Overall guidance

and vision

Chief

Data

Officer

Managing the

Enterprise program

Working across the

executive set

Refining

processes

and introducing

analytic

innovation

Guiding the Analytics

Centers of Excellence

Defining

capabilities &

technology

investment

* CDO backgrounds require experience in statistical analysis, marketing, finance, and/or operations

CDO role is two-fold:

1. Top executive responsible for business

analytics strategy, guiding strategy team

managing analytic priorities across all

business units

2. In partnership with the CIO, guide IT

infrastructure team with a centralized

analytics platform

Must work closely with all C-Suite execs to

ensure priorities are met and to facilitate

cross-team collaboration and analytic skill

CDO is different from the CIO, functioning

as key linkage between IT and Business

Includes relationships with CEO, CIO,

CMO, CFO, and Lines of Business

CDO Responsibilities

Working across the executive set to set strategy

and define roadmap

• Interfacing with CFO, CMO, COO and others to determine key business needs to tie analytics strategy to corporate strategy and how to execute and measure

• Aligning teams, metrics framework and creation and maintenance of overall BA strategy

• Defining value, prioritizing and creating the strategic and tactical roadmap of projects

Overall guidance and vision to all analytic teams

• Communications and evangelism of vision and roadmap

• Coaching metric definition, model development targets, business case development and measurement of business outcomes

• Managing pool of analytic skill that can assist, coach and enable teams

Managing the enterprise vision

• Program Management of all aspects of strategy, value, people, process and technology

• Driving training, education and managing analytic skill advancement

• Development of the advise and consult framework

Guiding the Analytics Centers of Excellence

• Creating the communication platform across teams (regular meetings, newsletters, collaboration, onboarding, knowledge share)

• Defining organizational structures, dotted line structures, roles, responsibilities

• Identifying stakeholders, gaps and assisting teams in increasing use of analytics

Defining capabilities and technology solutions

• Mapping capabilities to business needs

• Assessing technology state and understanding gaps

• Guiding technology investment and measuring TCO with IT team

Refining processes and introducing innovative

technology solutions

• Assessing processes and understanding where analytics can refine process

• Evaluating where continual improvements can be made to re-define process

• Introduce analytic process that can enable and onboard satellite teams

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Customerservice

Marketing

IT

Operations

Product development

Humanresources

Finance

Sales

The CDO’s office—

the Analytics Center

of Excellence—will

be the guiding,

impartial team to

work across various

lines of business

throughout an

organization

CDO & Analytics Center of Excellence

Como agir?

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Funding

Source of Value

Sponsorship

Data

Platform Trust

Culture

Measurement

Strategy Technology Organization

Expertise

Establish a common vision

to guide actions and deliver value

Create trustworthy

relationships

Create confidence

with governance and security

Ensure alignment between analytic

focus and value creation

Create value with rigor

and collaboration

Measure impact

and model the future

Make decision

based on facts Increase knowledge-sharing

opportunities

Integrate hardware and software

to manage big data

Source: Analytics: A blueprint for value – Converting big data and analytics into results, IBM Institute for Business Value © 2013 IBM

Multiple Data Sources

Prediction & Optimisation

Models

Organizational Transformation

Creatively source internal & external data

Upgrade IT architecture and infrastructure for easy merging of data

Focus on the biggest drivers of performance

Build models that balance complexity with ease of use

Create simple, understandable tools for people on the frontline.

Update processes and develop capabilities to enable tool use

Source : Making Advanced Analytics Work for You : A practical guide to capitalize on Big Data; Harvard Business Review, Oct. 2012

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Como agir?

Agir rapido, pois o futuro se torna passado rapidamente!

Cezar Taurion ctaurion@gmail.com

@ctaurion

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