Big Data: how to use it to create value

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Every body talks about Big Data, but why? Do it create value? Do it enable some paradigmatic shifts in the way we work with data? This talk I did at ComoNext research and technological park cast some light on those questions.

Données & analyses

Big Data:
how to use it to create value
Emanuele Della Valle
@manudellavalle
h9p://emanueledellavalle.org

Agenda
•  Why now?
•  Its value
•  What is it?
•  Paradigm shiCs enabled
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 2

Why now? 1/3
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 3

Why now? 2/3
[source: h9p://www.intel.com/newsroom/bigdata/]
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 4

Why now? 3/3
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 5
1 TB : = 1 ZB : the great wall

Its value 1/4
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 6

Its value 2/4
[source: McKinsey, 2011]
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 7
healthcare
Public
AdministraTons
Personal locaTon

Its value 3/4
[source: McKinsey, 2011]
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 8
margin
jobs
skills

Its value 4/4
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[source: McKinsey, 2016]

Wrapping up … a widening gap
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Intensity
90's 2000's 2010's 2020's
Data Availability
Execution Capability
Analytical Capability
Widening Gap

… so what's Big Data?
[source: IBM, 2012]
Analysis of the answers of
1144 responders from
organizaTons that run Big
Data projects
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 11

CharacterisTcs 1/5
[source: IBM, 2012]
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 12

CharacterisTcs 2/5
[source: IBM, 2012]
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 13

CharacterisTcs 3/5
[source: IBM, 2012]
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 14

CharacterisTcs 4/5
[source: IBM, 2012]
the one certainty about uncertainty
is that it is not likely to go away
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 15

CharacterisTcs 5/5
[source: IBM, 2012]
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 16

Paradigm ShiCs Enabled 1/4
[source: Marc Andrews, 2014]
Leverage more of the data being captured
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 17

Paradigm ShiCs Enabled 1/4
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 19

Paradigm ShiCs Enabled 2/4
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 20
Reduce eﬀort required to leverage data
[source: Marc Andrews, 2014]

Paradigm ShiCs Enabled 2/4
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 21
Reduce eﬀort required to leverage data
[source: Marc Andrews, 2014]

Happily inside a bo9le of
Heineken beer @ the Heineken Magazzini
#heinekendesignweek

Event
Milan Design Week
Event
Heineken Design Week
Loca*on
The Magazzini
hosts
has loca)on
J
Paradigm ShiCs Enabled 2/4 Knowledge Graph
W
Company
Heineken
W
Drink
beer
produces
organized by
Wide as open data As deep as your DB can make it
Example of reduce eﬀort required to leverage data
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 22

Paradigm ShiCs Enabled 2/4
Coca cola
Parinne
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 23
Another example of reduce eﬀort required to leverage data

Paradigm ShiCs Enabled 3/4
Data-driven exploraTon looking for correlaTon
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 24
[source: Marc Andrews, 2014]

Paradigm ShiCs Enabled 3/4
Data-driven exploraTon looking for correlaTon
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 25
[source: Marc Andrews, 2014]

Paradigm ShiCs Enabled 3/4
When the series House of Cards
began shopping around for a
home, Ne:lix aggressively
jumped on it, outbidding major
cable networks with a massive
two-season order.
28/09/2016 @manudellavalle - h9p://emanueledellavalle.org 26
Example of Data-driven exploraTon looking for correlaTon

•  By analyzing its data, Nejlix saw that a
large majority of its viewers enjoy
programs :
–  directed by David Fincher (who directed
Se7en, Fight Club and The Social Network)
–  starring Kevin Spacey.
•  House of Cards was exactly that!
28/09/2016 @manudellavalle - h9p://emanueledellavalle.org 27
Paradigm ShiCs Enabled 3/4

Example of Data-driven exploraTon looking for correlaTon

Paradigm ShiCs Enabled 4/4
Leverage data as it is captured
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 28
[source: Marc Andrews, 2014]

Paradigm ShiCs Enabled 4/4
Leverage data as it is captured
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 29
[source: Marc Andrews, 2014]

Paradigm ShiCs Enabled 4/4
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 30

Wrapping up … the "Data Lake"
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 31
[source: h9ps://soluTonsreview.com/data-integraTon/the-emergence-of-data-lake-pros-and-cons/ ]

Wrapping up … the "Data Lake"
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 32
[source: h9ps://twi9er.com/CamSemanTcs/status/815273814087127041 ]

Credits
•  Big Data: the next fronTer for innovaTon, compeTTon, and producTvity.
McKinsey Global InsTtute. May, 2011.
–  h9p://www.mckinsey.com/insights/business_technology/big_data_the_next_fronTer_for_innovaTon
•  AnalyTcs: The real-world use of big data. IBM InsTtute for Business Value In
collaboraTon with Saïd Business School at the University of Oxford. 2012
–  h9p://www-03.ibm.com/systems/hu/resources/the_real_word_use_of_big_data.pd
•  Big Data & AnalyTcs: Next GeneraTon Architecture and CapabiliTes. Marc
Andrews, 2014
–  h9ps://www.ibm.com/partnerworld/wps/servlet/RedirectServlet?cmsId=isv_ast_smp_ecosystem-
webcasts&a9achmentName=Data_Warehouse_deck.pdf
•  Big Data for Media. Martha L. Stone. REUTERS INSTITUTE for the STUDY of
JOURNALISM, Oxford University, 2014
–  9p://reutersinsTtute.poliTcs.ox.ac.uk/publicaTon/big-data-media
•  Wimbledon fans love real-Tme analyTcs. IBM AnalyTcs, 2015
–  h9p://www.ibmbigdatahub.com/presentaTon/wimbledon-fans-love-real-Tme-analyTcs
•  The Age Of AnalyTcs: CompeTng In A Data-driven World. McKinsey, 2016
–  h9p://www.mckinsey.com/business-funcTons/mckinsey-analyTcs/our-insights/the-age-of-
analyTcs-compeTng-in-a-data-driven-world
11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 33

Thank you!
Any QuesTon?
Emanuele Della Valle
@manudellavalle
h9p://emanueledellavalle.org

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1. Big Data: how to use it to create value Emanuele Della Valle @manudellavalle h9p://emanueledellavalle.org

2. Agenda •  Why now? •  Its value •  What is it? •  Paradigm shiCs enabled 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 2

3. Why now? 1/3 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 3

4. Why now? 2/3 [source: h9p://www.intel.com/newsroom/bigdata/] 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 4

5. Why now? 3/3 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 5 1 TB : = 1 ZB : the great wall

6. Its value 1/4 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 6

7. Its value 2/4 [source: McKinsey, 2011] 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 7 healthcare Public AdministraTons Personal locaTon

8. Its value 3/4 [source: McKinsey, 2011] 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 8 margin jobs skills

9. Its value 4/4 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 9 [source: McKinsey, 2016]

10. Wrapping up … a widening gap 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 10 Intensity 90's 2000's 2010's 2020's Data Availability Execution Capability Analytical Capability Widening Gap

11. … so what's Big Data? [source: IBM, 2012] Analysis of the answers of 1144 responders from organizaTons that run Big Data projects 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 11

12. CharacterisTcs 1/5 [source: IBM, 2012] 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 12

13. CharacterisTcs 2/5 [source: IBM, 2012] 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 13

14. CharacterisTcs 3/5 [source: IBM, 2012] 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 14

15. CharacterisTcs 4/5 [source: IBM, 2012] the one certainty about uncertainty is that it is not likely to go away 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 15

16. CharacterisTcs 5/5 [source: IBM, 2012] 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 16

17. Paradigm ShiCs Enabled 1/4 [source: Marc Andrews, 2014] Leverage more of the data being captured 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 17

18. Paradigm ShiCs Enabled 1/4 [source: Marc Andrews, 2014] Leverage more of the data being captured 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 18

19. Paradigm ShiCs Enabled 1/4 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 19

20. Paradigm ShiCs Enabled 2/4 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 20 Reduce eﬀort required to leverage data [source: Marc Andrews, 2014]

21. Paradigm ShiCs Enabled 2/4 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 21 Reduce eﬀort required to leverage data [source: Marc Andrews, 2014]

22. Happily inside a bo9le of Heineken beer @ the Heineken Magazzini #heinekendesignweek Event Milan Design Week Event Heineken Design Week Loca*on The Magazzini hosts has loca)on J Paradigm ShiCs Enabled 2/4 Knowledge Graph W Company Heineken W Drink beer produces organized by Wide as open data As deep as your DB can make it Example of reduce eﬀort required to leverage data 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 22

23. Paradigm ShiCs Enabled 2/4 Coca cola Parinne 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 23 Another example of reduce eﬀort required to leverage data

24. Paradigm ShiCs Enabled 3/4 Data-driven exploraTon looking for correlaTon 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 24 [source: Marc Andrews, 2014]

25. Paradigm ShiCs Enabled 3/4 Data-driven exploraTon looking for correlaTon 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 25 [source: Marc Andrews, 2014]

26. Paradigm ShiCs Enabled 3/4 When the series House of Cards began shopping around for a home, Ne:lix aggressively jumped on it, outbidding major cable networks with a massive two-season order. 28/09/2016 @manudellavalle - h9p://emanueledellavalle.org 26 Example of Data-driven exploraTon looking for correlaTon

27. •  By analyzing its data, Nejlix saw that a large majority of its viewers enjoy programs : –  directed by David Fincher (who directed Se7en, Fight Club and The Social Network) –  starring Kevin Spacey. •  House of Cards was exactly that! 28/09/2016 @manudellavalle - h9p://emanueledellavalle.org 27 Paradigm ShiCs Enabled 3/4 Example of Data-driven exploraTon looking for correlaTon

28. Paradigm ShiCs Enabled 4/4 Leverage data as it is captured 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 28 [source: Marc Andrews, 2014]

29. Paradigm ShiCs Enabled 4/4 Leverage data as it is captured 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 29 [source: Marc Andrews, 2014]

30. Paradigm ShiCs Enabled 4/4 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 30

31. Wrapping up … the "Data Lake" 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 31 [source: h9ps://soluTonsreview.com/data-integraTon/the-emergence-of-data-lake-pros-and-cons/ ]

32. Wrapping up … the "Data Lake" 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 32 [source: h9ps://twi9er.com/CamSemanTcs/status/815273814087127041 ]

33. Credits •  Big Data: the next fronTer for innovaTon, compeTTon, and producTvity. McKinsey Global InsTtute. May, 2011. –  h9p://www.mckinsey.com/insights/business_technology/big_data_the_next_fronTer_for_innovaTon •  AnalyTcs: The real-world use of big data. IBM InsTtute for Business Value In collaboraTon with Saïd Business School at the University of Oxford. 2012 –  h9p://www-03.ibm.com/systems/hu/resources/the_real_word_use_of_big_data.pd •  Big Data & AnalyTcs: Next GeneraTon Architecture and CapabiliTes. Marc Andrews, 2014 –  h9ps://www.ibm.com/partnerworld/wps/servlet/RedirectServlet?cmsId=isv_ast_smp_ecosystem- webcasts&a9achmentName=Data_Warehouse_deck.pdf •  Big Data for Media. Martha L. Stone. REUTERS INSTITUTE for the STUDY of JOURNALISM, Oxford University, 2014 –  9p://reutersinsTtute.poliTcs.ox.ac.uk/publicaTon/big-data-media •  Wimbledon fans love real-Tme analyTcs. IBM AnalyTcs, 2015 –  h9p://www.ibmbigdatahub.com/presentaTon/wimbledon-fans-love-real-Tme-analyTcs •  The Age Of AnalyTcs: CompeTng In A Data-driven World. McKinsey, 2016 –  h9p://www.mckinsey.com/business-funcTons/mckinsey-analyTcs/our-insights/the-age-of- analyTcs-compeTng-in-a-data-driven-world 11/01/2017 @manudellavalle - h9p://emanueledellavalle.org 33

34. Thank you! Any QuesTon? Emanuele Della Valle @manudellavalle h9p://emanueledellavalle.org

Big Data: how to use it to create value

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Big Data: how to use it to create value