TDWI STL 20140306 Analytics - Perry Drake

transcript

Trends in the Applications of Big Data, Discovery and Technology

TDWI CHAPTER MEETING MARCH 7, 2014

P E R R Y D . D R A K E

A S S I S TA N T T E A C H I N G P R O F E S S O R O F S O C I A L A N D D I G I TA L M E D I A M A R K E T I N G

U N I V E R S I T Y O F M I S S O U R I – S T. L O U I S

Let’s begin with a few words of wisdom from Vivek Ranadive of TIBCO.

http://www.nationaljournal.com/innovation-works/the-future-of-big-data-20131211

I could not say it any better.

“Get the right information to the right place at the right time and put it into the right context and you can make the world a better place”

“A little bit of the right information just a little bit before hand is worth more than all the information 6 months after”

“Mobility is one of the forces shaping the 21st century”

- Vivek Ranadive

Our Use of Mobile

Marketing Land, Walker Sands Quarterly Index of Mobile Traffic (http://www.walkersandsdigital.com/Walker-Sands-Mobile-Traffic-Report-Q3-2013)

1/3 of all searches are done on mobile

Mobile more prevalant than Electricity

Smart Phone Penetration Rate

ans: 61%

Mobile is only one driver of all the data being generated

So many touchpoints…

…so much data

And this chart does not even include

non consumer data begin generated via our cars, utilities, etc.

Data is exploding at an exponential rate.

Source: Mary Meeker/Liang Wu Kleiner Perkins Caufield Byers D11 Conference 5/29/2013

The unit symbol is ZB. 1 ZB = 1000000000000000000000bytes = 10007bytes = 1021bytes = 1000exabytes = 1 billion terabytes.

“More data was generated in

2009 than all prior years combined.”

-- Andreas Weigend, 2010

Former Chief Scientist, Amazon.com

The convergence of off and online data.

“I predict 2014 will become the year of social data integration and data alignment - a “Grand Aligned Convergence" of sorts - something we've

never seen till now.”

Gnip is bringing all social platform data together.

Bringing together data from Twitter, Foursquare, Instagram, Youtube, etc.

Gnip clients include…

Datasift is another source for conversational data.

Bluekai bringing it all together.

Many incorporate with their social listening data for more robust opportunities

Bluekai provider list.

What is Acxiom up to?

Acxiom is attempting to bring all data together across channels, devices and

media sources.

Not there quiet yet.

Were my ads seen by my intended audience?

32% 31%

28% 32%

Site 1 Site 3 Site 5 Site 7 CampaignTotal

68% Off-Target

Masked Campaign: Site On-Target Delivery Target Audience: Male 25-49

Know Whether the Campaign Hit it’s Target Before Asking if it Worked

Source: Nielsen

They will be at my April 2 Conference! Visit

www.umsldigitalconference.com to register.

Data Mining Applications

What will they do next?

Social data insights via visualization

Conservative and liberal Twitter handles are analyzed

Dell monitoring their customer service hashtag usage patterns

I use a Twitter API to download tweets.

http://mashe.hawksey.info/2013/02/twitter-archive-tagsv5/

Did I mention that a former Twitter/TrendrrTV employee will be at my April 2 Conference. Visit www.umsldigitalconference.com

to register.

Easy to fill Google Doc form generates your Twitter data.

Every mile we drive.

Detecting heathcare fraud is big money.

“Fraud detection is a tougher challenge in healthcare than in financial services, where

there is usually a victim who can flag a fraudulent transaction”

A St. Louis startup creating clinician calculators based on patient data feeds.

Another St. Louis startup using data to predict the likelihood of case outcomes.

But just because we can, should we?

Wonga will loan those with no credit history based on social status score.

Facebook is targeting you offline as well using relationships with Acxiom et al.

I love it, how about you?

Search data being used to target us with cable ads.

Google and Dish have been working together since 2007, although hard to confirm today.

merging off and online data

Rich Relevence using real time data analytics for good user experiences (UX)

Used by sites like wine.com. Costco, Best Buy, Target, Bloomingdales, etc.

http://vimeo.com/72362343

CEO previously led the research and development arm of Amazon’s Data Mining and Personalization team

Down on the farm.

The “Minority Report”…our future?

http://www.youtube.com/watch?v=7bXJ_obaiYQ

Perry’s Contact Information

Perry D. Drake

Academic Director of Business, School of Professional and Continuing Studies, University of Missouri – St. Louis

Assistant Teaching Professor, College of Business Administration, University of Missouri – St. Louis

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