CONTENTS
Chapter 1 What Is Big Data, Really?
What Big Data Typically Means to Executives
The “Data Is Omnipotent” Group
The “Data Is Just Another Spreadsheet” Group
Big Data Positioned in Executive Speak
Chapter 2 How to Formulate a Winning Big Data Strategy
How to End the “Who’s on First” Conundrum
Changing Perspectives of Big Data
User Perception Versus the Data-Harvesting Reality
The Reality of Facebook’s Predictive Analytics
Facebook’s Data Harvesting Goes Even Further
Using Facebook to Open Minds on the Possibilities and Potential of Big Data
Professional Perceptions Versus Data Realities
From Perception to Cognitive Bias
Next Step: Embracing Ignorance
When Action Turns into Inaction
Identifying Targets and Aiming Your Sights
How to Get Best Practices and Old Mindsets Out of Your Way
Addressing People’s Fears of Big Data
Ending the Fear of the Unknown
Tempering Assurances for Change Is About to Come
The Feared Machine’s Reign Is not Certain; Mankind Still Has a Role
Answer the Questions No One Has Asked
Cross-Pollinate the Interpretative Team
Add Business Analysts and Key End Users to the Team
Add a Chief Data Officer to Gather and Manage the Data
Start Small and Build Up and Out
Prototypes and Iterations Strategies
A Word About Adding Predictive Analytics to Your Data Strategy
Democratize Data but Expect Few to Use It (for Now)
Your Strategy Is a Living Document; Nourish It Accordingly
Chapter 3 How to Ask the “Right” Questions of Big Data
Translating Human Questions to Software Math
Checklist for Forming the “Right” Questions
Chapter 4 How to Pick the “Right” Data Sources
You Need More Data Sources (Variety), Not Just More Data (Volume)
Why Your Own Data Isn’t Enough and Will Never Be Enough, No Matter How Large It Grows
Data Hoarding versus Catch and Release
The Mysterious Case of the Diaper-Buying Dog-Owner
The Value in Upsizing Transactional Data
The Limits to Social Media Analysis
The Monetary Value of Data Bought and Sold
Even Hackers Are Having Trouble Making Money on Data
Outdated Models Invite Disruptors
What to Look for When Buying Data
Identifying What Outside Data You Need
A Word About Structured vs. Unstructured Data
Preventing Human Bias in Data Selection
Steps to Take to Ensure You’re Using All the Data Sources You Need
Chapter 5 Why the Answer to Your Big Data Question Resembles a Rubik’s Cube
What Is Actionable Data Anyway?
The Difference Among Descriptive, Predictive, and Prescriptive Analytics
Types of Questions That Get Straight Answers
When Questions Lead to More Questions
Types of Questions That Require Interpretation—The Rubik’s Cube
Using Data Visualizations to Aid the Discovery Process
Chapter 6 The Role of Real-Time Analytics in Rolling Your Strategy
Examining Real-Time Delusions and Time Capsules
Using Static versus Rolling Strategies
A Word About Change Management in Moving to a Rolling Strategy
Using Data from Human Experts’ Brains to Speed Analytics
When Real-Time Is Too Late, Then What?
Chapter 7 The Big Data Value Proposition and Monetization
Determining ROI in Uncharted Territory
The Lesson in the Skill of the Painter versus the Value of the Paintbrush
Putting the Project Before the Business Case
How to Make the Business Case from an IT Perspective
How to Make the Business Case from a Non-IT Perspective
Formulas for Calculating Project Returns
Where the ROI Math Gets Simpler
The Big Question: Should You Sell Your Data?
Chapter 8 Rise of the Collaborative Economy and Ways to Profit from It
Data Is Knowledge and an Asset
Big Data’s Biggest Impact: Model Shattering
Examples of New Models Emerging in the New Collaborative Economy
Using Big Data to Strategize New Models
Chapter 9 The Privacy Conundrum
The Day the Whistle Blew and Killed the Myth of Individual Privacy
The Phone Call Heard Around the World
How John Q. Public’s and Veterans’ Data Help Other Nations Plan Attacks
Drawing the Line on Individual Privacy
The Business Side of the Privacy Conundrum
The Four Big Shifts in Data Collection
The Business Question You Must Ask
The Role of Existing Laws and Actions in Setting Precedent
The Snowden Effect on Privacy Policy
Values in Personal versus Pooled Data
The Fallacy in Anonymizing Data
Balancing Individual Privacy with Individual Benefit
When Data Collection Could Make You or Your Company Liable
The Business Value of Transparency
The One Truth That Data Practitioners Must Never Forget
Chapter 10 Use Cases in the Department of Defense and Intelligence Community
Situational Awareness and Visualization
Information Correlation for Problem Solving (the “Connect the Dots” Problem)
Information Search and Discovery in Overwhelming Amounts of Data (the “Needle in Haystack” Problem)
Enterprise Cyber Security Data Management
Logistical Information, Including Asset Catalogs Across Extensive/Dynamic Enterprises
Big Data Use Cases in Weaponry and War
Chapter 11 Use Cases in Governments
Effects of Big Data Trends on Governmental Data
United Nations Global Pulse Use Cases
Federal Government (Non-DoD or IC) Use Cases
Chapter 12 Use Cases in Security
Use Cases in Antivirus/Malware Efforts
How Target Got Hit in the Bull’s Eye
Big Data as Both Challenge and Benefit to Businesses
Where Virtual and Real Worlds Collide
The Internet of Things Repeats the Farmer’s Security Dilemma Ad Infinitum
Current and Future Use of Analytics in Security
Chapter 13 Use Cases in Healthcare
Solving the Antibiotics Crisis
Using Big Data to Cure Diseases
CDC’s Diabetes Interactive Atlas
The Biohacker Side of the Equation
Chapter 14 Use Cases in Small Businesses and Farms
Big Data Applies to Small Business
The Line Between Hype and Real-World Limitations
Picking the Right Tool for the Job
Examples of External Data Sources You Might Want to Use
A Word of Caution to Farmers on Pooling or Sharing Data
The Claim that the Data Belongs to the Farmer
The Claim that the Data Is Used Only to “Help” the Farmer Farm More Profitably
The Claim that the Farmer’s Data Will Remain Private
Money, Money, Money: How Big Data Is Broadening Your Borrowing Power
Chapter 15 Use Cases in Transportation
Revving Up Data in a Race for Money
The Disrupting Fly in the Data Ointment
Data Use in Trains, Planes, and Ships
Connected Vehicles: They’re Probably Not What You Think They Are
Data Leads to Innovation and Automation
Examples of Transportation Innovations Happening Now
Car Insurance Branded Data Collection Devices
Unexpected Data Liabilities for the Sector
Chapter 16 Use Cases in Energy
The Data on Energy Myths and Assumptions
EIA Energy Data Table Browsers
International Implications and Cooperation
Public-Private Collaborative Energy Data Efforts
Energy Data Use Cases for Companies Outside the Energy Sector
Chapter 17 Use Cases in Retail
Old Tactics in a Big Data Re-Run
Retail Didn’t Blow It; the Customers Changed
Brand Mutiny and Demon Customers
Customer Experience Began to Matter Again
Big Data and the Demon Customer Revival
Why Retail Has Struggled with Big Data
Use Big Data to Develop New Pricing Models
Find Better Ways to Get More, Better, and Cleaner Customer Data
Study and Predict Customer Acceptance and Reaction
Predict and Plan Responses to Trends in the Broader Marketplace
Predicting the Future of Retail
Chapter 18 Use Cases in Banking and Financial Services
Use Cases in Banks and Lending Institutions
How Big Data Fuels New Competitors in the Money-Lending Space
The New Breed of Alternative Lenders
Retailers Take on Banks; Credit Card Brands Circumvent Banks
The Credit Bureau Data Problem
A Word About Insurance Companies
Chapter 19 Use Cases in Manufacturing
Economic Conditions and Opportunities Ahead
At the Intersection of 3D Printing and Big Data
How 3D Printing Is Changing Manufacturing and Disrupting Its Customers
WinSun Prints 10 Homes in a Single Day
The 3D Printed Landscape House
The Impact of 3D Home Printing on Manufacturing
The Shift to Additive Manufacturing Will Be Massive and Across All Sectors
How Personalized Manufacturing Will Change Everything and Create Even More Big Data
New Data Sources Springing from Inside Manufacturing
Chapter 20 Empowering the Workforce
How to Formulate a Winning Big Data Strategy
How to Ask the “Right” Questions of Big Data
How to Pick the “Right” Data Sources
Why the Answer to Your Big Data Question Resembles a Rubik’s Cube
The Role of Real-Time Analytics in Rolling Your Strategy
The Big Data Value Proposition and Monetization
Rise of the Collaborative Economy and Ways to Profit from It
Use Cases in the Department of Defense and Intelligence Community
Use Cases in Small Businesses and Farms