3. KNOWLEDGE LINK SDN BHD
Data by itself - is meaningless
The Rime of the Ancient Mariner :
Water, water, everywhere,
And all the boards did shrink;
Water, water, everywhere,
Nor any drop to drink.
DATA ANALYTICS
5. KNOWLEDGE LINK SDN BHD
Overview
Generally:
Examining data sets
in order to gain
insights so that
informed conclusions
can be made.
DATA ANALYTICS
6. KNOWLEDGE LINK SDN BHD
Overview
▪ Rooted in mathematics and
statistics
▪ Advances in data collection
mechanisms; and technology
▪ RDBMS
▪ Data warehousing
▪ Business intelligence;
Data mining
▪ Big data
DATA ANALYTICS
7. KNOWLEDGE LINK SDN BHD
Big DATA
Issues
▪ Transparency
• Data is largely collected without an individuals
express permission or knowledge – browsing, click
streams, likes, purchasing history, etc.
• Black box - data collection tools and analytical
techniques
8. KNOWLEDGE LINK SDN BHD
Big DATA
Issues
▪ Identity
• “I Am, I Like” to “You are, you will like”
“The companies that figure out how to generate intelligence from that
data will know more about us than we know ourselves, and will be able
to craft techniques that push us toward where they want us to go,
rather than where we would go by ourselves if left to our own devices.
- Andrew Leonard, “How Netflix is Turning Viewers into Puppets”
9. KNOWLEDGE LINK SDN BHD
Big DATA
Professor David Carroll
Parsons School of Design, New York
Cambridge Analytica's
file on David Carroll
included predictions on
how Carroll felt about
various issues
10. KNOWLEDGE LINK SDN BHD
Big DATA
Magic Sauce – Kosinski & Stillwell
▪ 70 likes – friends
▪ 150 likes – parents
▪ 300 likes – partner
▪ > 700 likes – person himself/herself
https://applymagicsauce.com/
11. KNOWLEDGE LINK SDN BHD
Big DATA
Facebook Data Breach
http://money.cnn.com/2018/03/21/technology/mark-zuckerberg-apology/index.html
12. KNOWLEDGE LINK SDN BHD
Big DATA
Pertinent observations about Big Data
No! It has immense benefits and is here to stay;
however one should not ignore its misuse.
▪ Big data is not about investing in hardware and
software. It is about:
▪ Is Big Data problematic?
• Collecting, cleaning and validating: Data
• Developing predictive models
• Applying findings to real life issues
13. KNOWLEDGE LINK SDN BHD
Big DATA
The 5V’s in Big Data
▪ Volume – e.g. tens of terabytes per day
▪ Velocity – generated or changed at a rapid pace
▪ Variety – multiple formats, structure/unstructured
▪ Value – valuable insights
▪ Veracity – trust in accuracy, quality and content
14. KNOWLEDGE LINK SDN BHD
Big DATA
Some examples in the Public Sector
▪ Health
▪ Security
• Disease outbreak
• Emergency admissions
• Crime prevention
• Forensics
15. KNOWLEDGE LINK SDN BHD
Big DATA
Some examples in the Public Sector
▪ Tax
▪ Social services
• Evasion detection
• Fraud detection
• Welfare
• Utilities
16. KNOWLEDGE LINK SDN BHD
Big DATA
Be mindful of:
▪ Data centralization
▪ Data security
▪ Data overload
▪ Data validity
▪ Privacy issues (PDPA)
17. KNOWLEDGE LINK SDN BHD
DATA ANALYTICS
Data Visualization
▪ A picture is worth a thousand words
▪ Visuals are processed 60,000 times faster than
text1
or is it: A picture is worth ten thousand words
(Fred R. Barnard, Printers Ink, 1927)?
1. https://www.business2community.com/digital-marketing/visual-
marketing-pictures-worth-60000-words-01126256
18. KNOWLEDGE LINK SDN BHD
DATA ANALYTICS
Data Visualization
A curved line, where the
start and end meets, with
every point on the line
equal distance from the
centre
19. KNOWLEDGE LINK SDN BHD
DATA ANALYTICS
Data Visualization
Source: https://www.business2community.com/digital-marketing/visual-
marketing-pictures-worth-60000-words-01126256
24. KNOWLEDGE LINK SDN BHD
Data Information Knowledge
▪ Skills:
Conclusion
• Conceptual framework
• Data harvesting and cleansing
• Analytical procedures
• Inferencing
• Decision/action
Data
Information
Knowledge
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