why big data will survive the hype - and change the way we work
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Why Big Data Will Survive the Hypeand Change the Way We Work
(and live) (and think)
The City University of New York
New York CityDecember 4, 2013
@BlairReeves
Blair ReevesProduct Lead, IBM Digital Analytics
IBM.com/digitalmarketing
I live here:Durham, North Carolina
@BlairReeves
@BlairReeves
“The Year of Big Data”
… is every year. From now on.Credit: Gartner Research
@BlairReeves
The Value of Data is Increasing
@BlairReeves
The Value of Data… is still being decided
Book Value: $13 billion
Market Value: $114 billion= 1.3 billion MAUs ~500 terabytes of data added… per day
$101 billion in data
@BlairReeves
A Short History of Data
Great Library of Alexandria (Egypt)
300 B.C.
Al-Azhar University (Egypt)
Invention of the Gutenberg printing press
Copyright law is born
Press freedom guarantees; pamphleteering
Cambridge University owns 122 books
Martin Luther translates the Latin Bible, accelerating mass literacy
Watson
970 A.D.
1400
1450s
1520s
17101770s
Herman Hollerith invents machine-readable data for U.S. Census
~2.8 billion global internet users(40% of world’s population)
ARPANET – first TCP/IP Protocol
1969
1890
2013
@BlairReeves
The Way We Use Data Will Change
Trade Exactitude for Size
Why Sample?
Correlation Over Causality
@BlairReeves
1 – Trade Exactitude for Size
Precision < Size
More data > Better algorithms
@BlairReeves
250 word pairs
1954 1990
3 million word pairs2006
>100 billion word pairs(and counting)
1 – Trade Exactitude for Size
@BlairReeves
2 – Why Sample?
• Sampling relies on randomness
• Difficult to drill down into subcategories
• Requires careful pre-planning
@BlairReeves
2 – Why Sample?
• Sumo wrestlers• Google Flu• Non-linear
relationships (social media)
@BlairReeves
3 – Correlation Over Causality
When does knowing “why” matter?
Data rather than hypotheses
Correlations are value
@BlairReeves
3 – Correlation Over Causality
A/B Testing Attribution
@BlairReeves
“Everything is obvious once you know the answer.”
- Duncan Watts
@BlairReeves
IBMBigDataHub.com
IBM.com/digitalmarketing
Thanks!BReeves@us.ibm.com
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