Date post: | 22-Jan-2018 |
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Dr. Richard Benjamins
Group Director BI & Big Data
Telefonica
Big Data – From Hype to Reality
Telefonica
© 2014
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Xavi: movements faster than 5 m/sec
Time at each position sec.
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Messi movements faster than 5 m/sec
What’s the big deal with Big Data?
Big Big
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McKinsey
Big
Data
McKinsey
Big
Deals
Big Data is a hype
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Where does all the hype come from?
Today, huge marketing budgets are
being thrown at those two words, driven by new business… no wonder
all the noise!
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2004: Googlepublishes Map Reduce paper
(link: here)
2006: Yahoo’sDoug Cuttingopen sources Hadoop out of his older search engine project Nutch.
(Link: here)
2011: McKinsey Global Institute
publishes report on Big Data’s market potential for business, reaching out of the tech. world
(link: here)
But what is Big Data?
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Dave Feinleib, Forbes blog
1. Big Data is Only About Massive Data Volume2. Big Data Means Hadoop3. Big Data Means Unstructured Data4. Big Data is for Social Media Feeds and Sentiment
Analysis5. NoSQL means No SQL
Where is Big Data coming from?
Type of Big Data
OTT/Telco Cost of data collection
By product/ seeking
Batch/real-time
Differential?
Social media OTT Low Active Both No
Web logs Both Low Passive Both No
Network data Telco High Passive Both Yes
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Network data (telco)
Telco High Passive Both Yes
M2M (sensor) data
Both High Active Both Might
Open data OTT Low Both Batch No
Transact. data Both Medium Passive Both No
PI EconomyExamples of external useInternal use
Several business opportunities with (big) data
Different “business” models with different maturities and different risks
Data = improved business
Data = risk = business
Data = businessData = better advertising
Improve services
Advertising Access to insights
Become a gatekeeper of personal data
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Leverage data to
understand and
improve business
(x/up sell, churn)
and products
Recognize that digital data is
delicate (privacy) Turn that into an
opportunity
Insights that help improve
businesses and governments
Leverage data for
targeting users
with relevant ads
and higher CTR
and conversion
M2M
Smart cities
Privacy remains an issue
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Are you aware where your data is going?
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The industry is learning by doing
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External Monetisation - Smart steps for retailers
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What are the profiles of the people in the area of my store?
How does the footfall in our area change throughout the
day?
Organizadores Sponsor platinum
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Sponsor Gold Con el apoyo de Socio tecnológico
Nicolas Moulard, Director de [email protected] : +34 699 248 200@Radio_20 www.bigmediaconnect.es