How Big Data can Provide Real Time Business Intelligence
Video here http://youtu.be/hbXOb_aKcEY
SVForum Business Intelligence SIG in February
Tuesday, February 19, 2013
6:30PM - 9:00PM
SAP - Baltic/Caribbean Rooms in Building 2
3412 Hillview Avenue
Palo Alto, CA 94304
Abstract: Infinigraph
Real-time Data in a Big Data World
The explosion of data isn't new it’s just coming in from more sources and the same problems exist. Creating innovative ways to make the data useful and more import dive business value. Using real – time technologies give business more advantages to harness events when they happen. The use of real time and batch processing is a business driving requirement not technology. However, with real time comes real time problems where intelligence and adaptive data management is require. In this talk will address some key themes around SAP HANA and what brand marketers are doing with big data in real time add optimization to trending content insights.
Optimizing Social Media: Making Real-Time Decisions on Real-Time Data
HOW BIG DATA CAN PROVIDE REAL TIME BUSINESS INTELLIGENCE
1. HOW BIG DATA CAN
PROVIDE REAL TIME
BUSINESS INTELLIGENCE
1
2. Collecting Smart
WITH REAL TIME COMES REAL TIME PROBLEMS
WHERE INTELLIGENCE AND ADAPTIVE DATA
MANAGEMENT IS REQUIRE
Gathering the data is a science. Interpreting the data is an art
2 @chasemcmichael @infinigraph
4. “IT’S NOT INFORMATION OVERLOAD. IT’S
FILTER FAILURE.” ― CLAY SHIRKY
@chasemcmichel @infinigraph
4
5. • On behalfTHE DATA IS COMING & Co., the
WHERE of BT Germany GmbH FROM
Experton Group carried out a study on the
question of how big data is changing
business and IT. The study, “Data Explosion
in Business IT”, was carried out in March and
April 2012 with 100 decision-makers
working at companies with more than 500
employees. Most participants named mobile
use of the Internet and cloud computing as
the most important factors driving the
there is good Big Data, which is insight, and bad Big Data, which is
5 noisegrowth of big data.
7. REAL TIME NEEDS REAL TIME SYSTEMS
Big data analysis is a mix of anthropology, social sciences and statistics.
7 @chasemcmichael @infinigraph
8. DATA CAN BE A BLESSING OR A CURSE
• Need the systems to monitor at a
whole new level,
• Looking at usage patterns
• Predicting future trouble before
the trouble even happens
• Know a server pool needs tuning
• real time provision of additional
services – Elastic
Real time has to have real time
8 monitoring, automation and prevention
9. 3 STEPS TO EFFECTIVELY USING BIG DATA
• Marketers must define
the problem they want to
address
-
• They must “separate the
signal from the noise.”
-
• Must continually test
their insights.
Big data can offer insights, but to get the most out if it, it takes intellectual
9 curiosity to turn insights into action. @chasemcmichael @infinigraph
10. Brand are fighting for attention and fighting in the
blind. They need to know more than ever what’s
effective. What their target audience is finding
relevant and more importantly what’s driving the
consumer to act on what content that turns into
sales.
10
11. INFINIGRAPH SOLVES A PROBLEM FOR MARKETERS
DROWNING IN DATA BY ENABLING THEM TO
IDENTIFY WHAT'S RELEVANT TO THEIR CUSTOMERS.
WE SIMPLIFY TREND IDENTIFICATION EMPOWERING
BRANDS TO CREATE BETTER ENGAGEMENT THROUGH
BETTER CONTENT.
INFINIGRAPH IS LIKE THE COMSCORE / NIELSEN FOR
ENGAGEMENT PERFORMANCE AND COMPETITIVE
INTELLIGENCE
11
13. CONTENT ACTIONS IN REAL TIME
actionable insights is the most important part of collecting data
13 @chasemcmichael @infinigraph
14. INFINIGRAPH HAS INVESTED OVER 3 YEARS OF DATA ORGANIZATION/COLLECTION ON 250K BRANDS CATEGORIZED INTO INDUSTRY.
THIS IS A BIG DEAL AND THE HISTORIC DATA ISN’T AVAILABLE UNLESS YOU CAPTURED IT. BRANDS NEED THIS LEVEL TO EXTRACT THE
RIGHT INSIGHTS INFINIGRAPH PROVIDES. THE SOCIAL GRAPH IS A MESS, BRANDS MUST HAVE CONTENT SCORING AND ANALYTICS TO
MEASURE WHAT’S WORKING IN THEIR INDUSTRY NOT JUST THEMSELVES. HOW THEIR BRAND IS COMPARING WITH OTHERS AND
WHAT’S EFFECTIVE. MONTHLY REPORTS ARE CREATED ALONG WITH CONTENT CURATION FEEDS PROVIDS BRAND ONGOING
INTELLIGENCE USED ON EVERY MARKETING INITIATIVES. THE TOLL CREATES HIGHLY STRATEGIC AS WELL AS TACTICAL DATA
ONGOING .
We have too much of a focus on the collection of data by keyword vs. segmented
14 groups and communities @chasemcmichael @infinigraph
15. BIG DATA AND REAL-TIME
• Big Data is a fact of life and needs to be
addressed. Big Process is old wine in new
bottles. Tightly couple processes and data to
stay competitive.
15
1
16. IN MEMORY IS KEY
Big data analysis is a mix of anthropology, social sciences and statistics.
16 @chasemcmichael @infinigraph
17. SAP® IN-MEMORY APPLIANCE (SAP HANA™)
Near-Zero Latency
• capable of performing complex calculations
on complex data very fast.
• process calculations as business event and
triggers occur
• decisions executed immediately
Speed equals an “unfair” competitive advantage in real time big data
17 @chasemcmichael @infinigraph
18. SOCIAL SEGMENTATION
Social data is one of the most powerful ways to segment your audience
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@chasemcmichael @infinigraph
22. TREND IDENTIFICATION - HYPERCURATION™
Example: Real-Time trending content
from 25 retail brands in one view.
Know what your audience is resonating
around.
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2
23. OUR BIGGEST REAL TIME CHALLENGES
1. Distributed Data Gathering (Drone /
Broker Mesh)
2. Changing Landscape of Data
(Changing API / Changing Data
"Types" & Sources)
3. Categorization / Taxonomy
Handling (Dealing with lots of
disparate data)
Scale Scale
23 Scale
Big Data Intelligence for Exceptional Engagement Performance
To me, there is good Big Data, which is insight, and bad Big Data, which is noise
There are three key steps in effectively using Big Data, she said. First, marketers must define the problem they want to address. Next, they must “separate the signal from the noise.” Finally, they must continually test their insights. “To me, there is good Big Data, which is insight, and bad Big Data, which is noise,”
There are three key steps in effectively using Big Data, First, marketers must define the problem they want to addressthey must “separate the signal from the noise.” must continually test their insights. “To me, there is good Big Data, which is insight, and bad Big Data, which is noise,”
Brand are fighting for attention and fighting in the blind. They need to know more than ever what’s effective. What their target audience is finding relevant and more importantly what’s driving the consumer to act on what content that turns into sales.
InfiniGraph solves a problem for marketers drowning in data by enabling them to identify what's relevant to their customers.We simplify trend identification empowering brands to create better engagement through better content.InfiniGraph is like the Comscore / Nielsen for engagement performance and competitive intelligence
What's needed is a better understanding of customers' and prospects' “digital body language,” Melin said. “As they move through the sales cycle, this digital body language becomes more robust,” she said. It's crucial, she added, that the insights gained through the analysis of this information is shared throughout the organization.
InfiniGraph has invested over 3 years of data organization/collection on 250K brands categorized into Industry. This is a big deal and the historic data isn’t available unless you captured it. Brands need this level to extract the right insights InfiniGraph provides. The social graph is a mess, brands must have content scoring and analytics to measure what’s working in their industry NOT JUST THEMSELVES. How their brand is comparing with others and what’s effective. Monthly reports are created along with content curation feeds provids brand ongoing intelligence used on every marketing initiatives. The toll creates highly strategic as well as tactical data ongoing.
Gathering the data is a science. Interpreting the data is an art