Introduction to Business Analytics

Outline

 Sources of Big data

 Types of Big Data
 Challenges of Unstructured Data
 Characteristics of Big Data (V’s)
 Applications of Big Data
 Examples of Big Data usage in India
 "Big Data"??
 Different definitions

“Big data exceeds the reach of commonly used hardware environments and software
tools to capture, manage, and process it with in a tolerable elapsed time for its user
population.” -Teradata Magazine article, 2011

“Big data refers to data sets whose size is beyond the ability of typical database software
tools to capture, store, manage and analyze.” -The McKinsey Global Institute, 2012

“Big data is a collection of data sets so large and complex that it becomes difficult to
process using on-hand database management tools.” - Wikipedia, 2014

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 Sources of Data

 Internal - Provides structured data that originates

from within the enterprise and help runs business. It
supports daily business operations of an organization.
 Examples: ERP, CRM, Customers, Retail, Products data etc

 External : provides unstructured data that originates

from the external environment of an organization. It
helps to analyze competitors, customers, market
environment.
 Example: Internet, Market Research, Government, Business
patterns
Data Types
 Challenges associated with Unstructured Data

 Identifying the unstructured data that can be

processed.

 Sorting, Organizing and arranging unstructured data

in different sets and formats.

 Combining and linking unstructured data in a more

structured format to derive any logical conclusions out
of the available information.

 Costing in terms of storage space and human resource

(data analyst) needed to deal with the exponential
growth of unstructured data.
Characteristic's Of Big Data
State the characteristic (V) being referred

Refers to
Volume

 Exponential increase
in collected /generated
data

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State the characteristic (V) being referred

Refers to Variety

 Text, numerical, images,

audio, video, sequences, time
series, social media data, multi-
dim arrays, etc…
Static data vs. streaming data

A single application can be

generating/collecting many types
of data

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State the characteristic (V) being referred

Refers to
Velocity (Speed)

Data is begin generated

fast and need to be
processed fast

 Online Data Analytics

 Examples:
1. E – Promotions
2. Healthcare Monitoring

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State the characteristic (V) being referred

Refers to
Visualization

helping data scientists

make sense of the structure
and underlying patterns that
may be held within the data

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Data in doubt
Applications of Big Data
( Insurance sector)
Applications of Big Data
( Health Care sector)
 Application of Big Data
(Financial Sector)
Fraud detection: Fraud, financial crimes and data breaches are some of the most costly
challenges in the industry. For example, big data technology can alert the bank that a credit
or debit card has been lost or stolen by picking up on unusual behaviour patterns. This then
gives the bank time to put a temporary hold on the card while contacting its account owner.

Risk management: Every financial firm needs to assess risk accurately, and big data
solutions enable them to do so by effectively evaluating credit exposures. Banks analyze
transactional data to determine risk and exposure based on simulated market behavior,
scoring customers and potential clients.

Contact centre efficiency optimization: Big data can help resolve problems quickly by
allowing banks to anticipate customer needs ahead of time. Analyzing data within the
contact centre provides agents with timely and concise insight that satisfies customers
quickly and efficiently, ensuring cost effectiveness and even improving cross-sales success
rates.

Customer segmentation for optimized offers: Big data provides a way to understand
customers’ needs at a granular level so that banks and financial organizations can deliver
targeted offers more effectively. Detailed information about customers derived from social
media and transactions can be utilized to reduce customer acquisition costs as well as
turnover.
 Applications of Big Data
(Financial Sector)
Customer churn analysis: Everybody knows that it’s cheaper to keep a customer
than it is to go out and find a new one. Big data technologies can help financial firms
retain more of their customers by analyzing behaviour and identifying patterns that lead
to customer abandonment. When are customers most likely to leave for the competition,
and why? What causes customer dissatisfaction? Where did the firm fail?

Sentiment analysis: Advanced analytics tools help analyze social media in order to
monitor user sentiment of a firm, brand or product Analytics on the fine-grained details
are insightful, and the bank could then make decisions more accurately based on these
insights in terms of timing, targeting and demographics.

Customer experience analytics: As consumer-facing enterprises, financial

institutions need to take advantage of the customer data that resides in all of the silos
across various lines of business. These include portfolio management, customer
relationship management, loan systems, contact centre, etc. Big data can provide better
insight and understanding, allowing firms to match offers to a customer or prospect’s
needs. This then helps the firm to optimize and improve profitable and long-term
customer relationships.
EXAMPLES OF BIG
DATA USAGE IN
INDIA
 Aadhar Card (India)

 Hyderabad-based Modak Analytics, a data analytics startup, built

India’s first Big Data-based electoral data repository of 81.4 crore
voters for the elections.

 Aadhar, whose scope was to capture 12 billion fingerprints, 1.2

billion photographs, and 2.4 billion iris scans. The size of the data
that will be created is huge and it is estimated that this database
will be 10 times larger than the largest existing biometric database,
which has been created by FBI from the U.S.

 The objective was to use this data for analytics and gauge how Big
Data platforms and insights thrown up from the analysis can
possibly be used to improve governance by say, micro-targeting of
subsidies or monitoring of government subsidies. The startup
obtained data from multiple open data sources for the exercise
which involved 81.4 crore voters — the largest on the planet.
 BJP in Elections

 India’s current ruling party, the BJP, used Big Data

analytics effectively in the elections. The BJP
accurately mined data from almost every Internet user
in the country, and used this data to accurately
understand voter sentiments and local issues. Data-
based analysis was also used to raise funds and create
different models for different regions. The targeting
was done not on national issues, but local issues which
were considered far more important.
 When you consider the fact that elections in India
involve more than 800 million voters with different
ideologies and expectations, the innovative usage of Big
Data marked a huge change in the way elections were
fought traditionally.
 Matrimony.com

 Online portal, Matrimony.com which is in the business

of matchmaking, adds over 8,000 subscribers on a
daily basis. Faced with an ever-increasing amount of
data to sort, generate, analyze and match,
Matrimony.com needed a reliable and scalable
analytics platform to support several petabytes of data
and deliver near real-time responsiveness.
 Today, by capturing customer data from multiple
channels including e-mails, SMSes, banner ads (across
the website), telesales and from their retail center, the
online firm uses IBM’s technology to gauge insights
and leverage it for driving personalized marketing
campaigns to match potential partners faster and
attract more subscribers.
 Bangalore Water Supply and Sewerage Board

 The Bangalore Water Supply and Sewerage Board

(BWSSB) is using Big Data and predictive analytics
technology from IBM to create systems for monitoring
water distribution systems. Bangalore’s massive
population growth (from 5.4 million in 2000 to over 10
million) has put tremendous strain on the city’s water
supply and distribution systems. In partnership with
IBM, the BWSSB has built an operational dashboard,
which serves as a “command center” for managing the
city’s water supply networks.
 Around 45% of the water supplied by the BWSSB goes
unaccounted. Implementing this solution will help
minimize unaccounted water by detecting large
changes in water flow, through real-time monitoring.
 E-Commerce sites (India)

 DLF has deployed an innovative mobile-phone based solution that

channels data insights from customers visiting DLF Promenade, a
high-end shopping mall serving the metropolitan New Delhi area.
The technology performs real-time analytics to convert data
gathered from shopper’s movements in the mall to provide
meaningful interactions for smartphone users. DLF is now using
the solution to allow retailers in the mall to extend sales deals to
shoppers via the app, based on footfall heat maps.

 This is also seen in the eCommerce world. From a Flipkart to a

Goibibo, almost every eCommerce firm uses Big Data extensively.
eCommerce giant Flipkart for example, analyzes 25 million rows of
inventory data every day to enable data-driven decision-making.
Likewise, other leading companies like Snapdeal and HomeShop18
claim they generate 30-40% of their orders with the help of big
data tools that they use.
 Query Session

 Which of the following aspects of Big Data refers to

data size?

1. Volume
2. Velocity
3. Variety
4. Value

a.
Volume in Big Data refers to the size of the data set to be
processed.
 Query Session

 Which of the following aspects of Big Data refers to the

response speed of appropriate data request generated
by the user?

1. Variety
2. Value
3. Velocity
4. Volume
c.
Velocity in Big Data refers to the response speed of
appropriate data request generated by the user.
 Query Session

Which of the following is an unstructured data?

1. Collection of text files

2. Collection of XML files
3. Collection of tables in databases
4. Collection of tickets

a.

Review command inside Text will be considered as

unstructured data.
 Query Session

Which of the following is structured data?

1. Collection of text files having unformatted log

messages
2. Collection of JSON data
3. Collection of tables in databases
4. Collection of XML files

c.
Databases are sources of highly structured data.
 Query Session

Which of the following is semi-structured data?

1. Collection of tables in database

2. Collection of text files
3. Collection of sensor data
4. Collection of XML files

d.
XML files are included in the category of semi-
structured data.