1.C.K.Kumar What it means for Strategy & Marketing @SupraMBA #PCATX11 The Big Deal with Big Data

2. Big Data : Big Deal C.K. Kumar What is Big Data ? Big Data vs. Small Data Big Data Impact on Strategy / Marketing Case Studies Big Data and SMB Agenda 3. Big Data : Big Deal C.K. Kumar Big Data a definition "Big data refers to things one can do at a large scale that cannot be done at a smaller one. :Victor Mayer Schonberger & Kenneth Cukier Authors 4. Big Data : Big Deal C.K. Kumar Big Data a small Introduction Doug Laney, Gartner, 2001 Martin Hilbert, USC 5. Big Data : Big Deal C.K. Kumar Big Data Guiding Principles All the data, all the time Trade accuracy for insight What, not Why Based on Victor Mayer Schonberger & Kenneth Cukier 6. Big Data : Big Deal C.K. Kumar Big Data vs. Small Data Big Data should NOT defined by size. Size is incidental ! Criteria Small Data Big Data # of Data Points Limited ~All # of Data Sources Few Many Sampling Expensive, Accurate No Sampling Data Type Structured All Types 7. Big Data : Big Deal C.K. Kumar Bruce Reading, VoltDB Big Data Value Chain 8. Big Data : Big Deal C.K. Kumar Big Data Work Flow Data Sources Structured Semi-structured Unstructured Physical Virtual Contextual Data Collection Performance Deduction Inference Prediction Analyses Options Prevention Recommendation No Action Decisions Technology Oriented Business Oriented Based on R. Wang & Insider Associates 9. Big Data : Big Deal C.K. Kumar Big Data to grow from $3.2B in 2010 to $16.9B in 2015 - IDC 68% of Marketers expected to increase spending on data - Forrester Research 10. Big Data : Big Deal C.K. Kumar Big Datas Impact on Strategy Based on McKinsey Articles on Big Data 11. Big Data : Big Deal C.K. Kumar Big Datas Impact on Marketing 12. Big Data : Big Deal C.K. Kumar Big Data in Action - Target Inflexion in Buying Correlation Track and Engage Test Feedback loop Success! 13. Big Data : Big Deal C.K. Kumar Big Data in Action - EGI Pre-eminent in E&P Research Archival and Real-Time big data iCORDS Data Platform Potential impact to E&P Industry 14. Big Data : Big Deal C.K. Kumar Big Data & SMB Source: The METISfiles 2012 Data - Driven Goals Strategic Marketing Scale without Mass Byte Inventory Datafy 15. Big Data : Big Deal C.K. Kumar Big Data Key Takeaways Big Data is creating new opportunities Fragmented ecosystem will mature Perpetual Value : Data Insights Actions Data Pre-emptive, Ultra-customized Product / Service Big Data strains societal morals / ethics 16. Big Data : Big Deal C.K. Kumar Thank You