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Big Data

Big Data

Publisher John Wiley & Sons
Year 01/10/2013
Edition First
Pages 240
Version paperback
Readership level Professional and scholarly
Language English
ISBN 9781118739570
Categories Knowledge management
$39.33 (with VAT)
174.83 PLN / €37.48 / £32.54
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Book description

Leverage big data to add value to your business Social media analytics, web-tracking, and other technologies help companies acquire and handle massive amounts of data to better understand their customers, products, competition, and markets. Armed with the insights from big data, companies can improve customer experience and products, add value, and increase return on investment. The tricky part for busy IT professionals and executives is how to get this done, and that's where this practical book comes in. Big Data: Understanding How Data Powers Big Business is a complete how-to guide to leveraging big data to drive business value. Full of practical techniques, real-world examples, and hands-on exercises, this book explores the technologies involved, as well as how to find areas of the organization that can take full advantage of big data. * Shows how to decompose current business strategies in order to link big data initiatives to the organization s value creation processes * Explores different value creation processes and models * Explains issues surrounding operationalizing big data, including organizational structures, education challenges, and new big data-related roles * Provides methodology worksheets and exercises so readers can apply techniques * Includes real-world examples from a variety of organizations leveraging big data Big Data: Understanding How Data Powers Big Business is written by one of Big Data's preeminent experts, William Schmarzo. Don't miss his invaluable insights and advice.

Big Data

Table of contents

Preface xix Introduction xxi 1 The Big Data Business Opportunity 1 The Business Transformation Imperative 3 Walmart Case Study 3 The Big Data Business Model Maturity Index 5 Business Monitoring 7 Business Insights 7 Business Optimization 9 Data Monetization 10 Business Metamorphosis 12 Big Data Business Model Maturity Observations 16 Summary 18 2 Big Data History Lesson 19 Consumer Package Goods and Retail Industry Pre-1988 19 Lessons Learned and Applicability to Today's Big Data Movement 23 Summary 24 3 Business Impact of Big Data 25 Big Data Impacts: The Questions Business Users Can Answer 26 Managing Using the Right Metrics 27 Data Monetization Opportunities 30 Digital Media Data Monetization Example 30 Digital Media Data Assets and Understanding Target Users 31 Data Monetization Transformations and Enrichments 32 Summary 34 4 Organizational Impact of Big Data 37 Data Analytics Lifecycle 40 Data Scientist Roles and Responsibilities 42 Discovery 43 Data Preparation 43 Model Planning 44 Model Building 44 Communicate Results 45 Operationalize 46 New Organizational Roles 46 User Experience Team 46 New Senior Management Roles 47 Liberating Organizational Creativity 49 Summary 51 5 Understanding Decision Theory 53 Business Intelligence Challenge 53 The Death of Why 55 Big Data User Interface Ramifi cations 56 The Human Challenge of Decision Making 58 Traps in Decision Making 58 What Can One Do? 62 Summary 63 6 Creating the Big Data Strategy 65 The Big Data Strategy Document 66 Customer Intimacy Example 67 Turning the Strategy Document into Action 69 Starbucks Big Data Strategy Document Example 70 San Francisco Giants Big Data Strategy Document Example 73 Summary 77 7 Understanding Your Value Creation Process 79 Understanding the Big Data Value Creation Drivers 81 Driver #1: Access to More Detailed Transactional Data 82 Driver #2: Access to Unstructured Data 82 Driver #3: Access to Low-latency (Real-Time) Data 83 Driver #4: Integration of Predictive Analytics 84 Big Data Envisioning Worksheet 85 Big Data Business Drivers: Predictive Maintenance Example 86 Big Data Business Drivers: Customer Satisfaction Example 87 Big Data Business Drivers: Customer Micro-segmentation Example 89 Michael Porter's Valuation Creation Models 91 Michael Porter's Five Forces Analys

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