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OC - Module 1 - Intro To BDA 021312
OC - Module 1 - Intro To BDA 021312
OC - Module 1 - Intro To BDA 021312
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Copyright © 2012 EMC Corporation. All Rights Reserved. Module 1: Introduction to BDA 1
Module 1: Introduction to Big Data Analytics
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Copyright © 2012 EMC Corporation. All Rights Reserved. Module 1: Introduction to BDA 2
Module 1: Introduction to Big Data Analytics
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Copyright © 2012 EMC Corporation. All Rights Reserved. Module 1: Introduction to BDA 3
Introduction to Big Data Analytics
Your Thoughts?
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Copyright © 2012 EMC Corporation. All Rights Reserved. Module 1: Introduction to BDA 4
Big Data Defined
• “Big Data” is data whose scale, distribution, diversity,
and/or timeliness require the use of new technical
architectures and analytics to enable insights that unlock
new sources of business value.
Requires new data architectures, analytic sandboxes
New tools
New analytical methods
Integrating multiple skills into new role of data scientist
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Copyright © 2011
2012 EMC Corporation. All Rights Reserved. Module 1: Introduction to BDA
Key Characteristics of Big Data
1. Data Volume
44x increase from 2010 to 2020
(1.2zettabytes to 35.2zb)
2. Processing Complexity
Changing data structures
Use cases warranting additional transformations and
analytical techniques
3. Data Structure
Greater variety of data structures to mine and analyze
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Copyright © 2011
2012 EMC Corporation. All Rights Reserved. Module 1: Introduction to BDA
Big Data Characteristics: Data Structures
Data Growth is Increasingly Unstructured
ur
ed • Textual data files with a discernable pattern,
More Structured
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Four Main Types of Data Structures
Structured Data Quasi-Structured Data
Semi-Structured Data
View Source
http://www.google.com/
#hl=en&sugexp=kjrmc&cp=8&gs_id=2m&xhr=t&q=data+scientist&pq=big+data&pf=p&sclien
t=psyb&source=hp&pbx=1&oq=data+sci&aq=0&aqi=g4&aql=f&gs_sm=&gs_upl=&bav=on.2,
or.r_gc.r_pw.,cf.osb&fp=d566e0fbd09c8604&biw=1382&bih=651
Unstructured Data
The Red Wheelbarrow, by
William Carlos Williams
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For each data type shown, answer these questions:
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Copyright © 2012 EMC Corporation. All Rights Reserved. Module #: Module Name 9
Data Repositories, An Analyst Perspective
Data Islands Data Warehouses Analytic Sandbox
“Spreadmarts”
Centralized data containers Data assets gathered from multiple
Isolated data marts in a purpose-built space sources and technologies for analysis
• Spreadsheets and low- • Supports BI and reporting, but • Enables high performance analytics
volume DB‘s for restricts robust analyses using in-db processing
recordkeeping • Analyst dependent on IT & • Reduces costs associated with data
• Analyst dependent on DBAs for data access and replication into "shadow" file
data extracts schema changes systems
• Analysts must spend significant • “Analyst-owned” rather than “DBA
time to get extracts from owned”
multiple sources
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Introduction to Big Data Analytics: Mini-Case Study
Yoyodyne Bank Scenario
• Evolving from small community bank to a global bank
• Needs to move away from its legacy mainframes to an environment that
supports more robust analytics
• Growing through mergers and acquisitions
• Subject to many new regulatory requirements
• Increasing customer base and increased product offerings
Your Thoughts?
Discussion Questions
1. Discuss how the bank’s data would change under these circumstances.
2. How are their needs changing with these business changes?
3. What do you need to consider from an analyst point of view? What are
some things to consider implementing as the bank grows?
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Module 1: Introduction to Big Data Analytics
Lesson 1: Summary
During this lesson the following topics were covered:
• Definition of big data
• Big data characteristics and considerations
• Unstructured data fueling big data analytics
• Analyst perspective on Data Repositories
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Module 1: Introduction to Big Data Analytics
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Business Drivers for Analytics
Current Business Problems Provide Opportunities for Organizations to
Become More Analytical & Data Driven
Driver Examples
1
Desire to optimize business
Sales, pricing, profitability, efficiency
operations
2
Desire to identify business risk Customer churn, fraud, default
3
Predict new business opportunities Upsell, cross-sell, best new customer prospects
4
Comply with laws or regulatory
Anti-Money Laundering, Fair Lending, Basel II
requirements
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Analytical Approaches for Meeting Business Drivers
Business Intelligence vs. Data Science
Predictive Analytics & Data Mining
(Data Science)
Typical • Optimization, predictive modeling,
Techniques & forecasting, statistical analysis
Data Types • Structured/unstructured data, many types
of sources, very large data sets
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Copyright © 2012 EMC Corporation. All Rights Reserved. Module 1: Introduction to BDA 16
A Typical Analytical Architecture
1 Data
Sources
Non-Agile Models
2 Departmental
“Spread
Marts”
Warehouse
Enterprise 4
Departmental Applications
Warehouse
3 Prioritized
Operational
Processes
Static schemas
accrete over time Reporting Siloed
Analytics
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Implications of Typical Architecture for Data Science
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Opportunities for a New Approach to Analytics
New Applications Driving Data Volume
SMALL
Data
Users/Buyers
Catalog
4 Co-Ops
Phone/TV Retail
Media
Private
Media Credit List Investigators
Archives Bureaus Financial Brokers Delivery /Lawyers
Banks Service
Government
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2012 EMC Corporation. All Rights Reserved. Module 1: Introduction to BDA 21
Considerations for Big Data Analytics
Criteria for Big Data Projects New Analytic Architecture
Analytic Sandbox
Data assets gathered from multiple sources
1. Speed of decision making and technologies for analysis
2. Throughput
• Enables high performance analytics
using in-db processing
3. Analysis flexibility • Reduces costs associated with data
replication into "shadow" file
systems
• “Analyst-owned” rather than “DBA
owned”
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Copyright © 2012 EMC Corporation. All Rights Reserved. Module 1: Introduction to BDA 24
State of the Practice in Analytics: Mini-Case Study
Big Data Enabled Loan Processing at Yoyodyne
e t al
om on en y ing ais
c
In ati ym o r c or tory pr
ic plo is
t
t S is Ap
e rif Em H edi d H
V Cr An
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Module 1: Introduction to Big Data Analytics
Lesson 2: Summary
During this lesson the following topics were covered:
• Business drivers for analytics
• Current analytical architecture
• Business intelligence vs. data science
• Drivers of big data and new big data ecosystem
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Module 1: Introduction to Big Data Analytics
Lesson 3: The Data Scientist
During this lesson the following topics are covered:
• Key Roles of the New Big Data Ecosystem
• Profile of a Data Scientist
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Skills Needed In the New Data Ecosystem
Your Thoughts?
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Three Key Roles of the New Data Ecosystem
Note: Figures above reflect a projected talent gap in US in 2018, as shown in McKinsey May 2011 article Big Data: The next frontier for innovation,
competition, and productivity
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Roles Needed for Analytical Projects
Data Scientist Key Activities
Data Scientists
Key Activities Data Data Bl LOB
Engineers Analyst Analyst
• Reframe business User
challenges as analytics
challenges Analytic Productivity Platform
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Profile of a Data Scientist
Quantitative
Curious &
Technical
Creative
Skeptical Communicative
& Collaborative
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Module 1: Introduction to Big Data Analytics
Lesson 3: Summary
During this lesson the following topics were covered:
• Key Roles of the New Big Data Ecosystem
• Profile of a Data Scientist
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Module 1: Introduction to Big Data Analytics
Lesson 4: Big Data Analytics in Industry Verticals
During this lesson we cover the following representative examples:
• Health Care
• Public Services
• Life Sciences
• IT Infrastructure
• Online Services
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Big Data Analytics: Industry Examples
1
Health Care
• Reducing Cost of Care Medical
• Preventing Pandemics
3 Life Sciences Data
Collectors
• Genomic Mapping
4 IT Infrastructure
• Unstructured Data Analysis
Phone/TV Retail
5 Online Services
Financial
• Social Media for Professionals
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1
Big Data Analytics: Healthcare
• Dr. Jeffrey Brenner generated his own crime maps from medical
Use of Big Data billing records of 3 hospitals
• City hospitals & ER’s provided expensive care, low quality care
• Reduced hospital costs by 56% by realizing that 80% of city’s
Key medical costs came from 13% of its residents, mainly low-
Outcomes income or elderly
• Now offers preventative care over the phone or through home
visits
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Big Data Analytics: Public Services
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3
Big Data Analytics: Life Sciences
Situation • Broad Institute (MIT & Harvard) mapping the Human Genome
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Copyright © 2012 EMC Corporation. All Rights Reserved. Module 1: Introduction to BDA 37
4
Big Data Analytics: IT Infrastructure
Situation
• Explosion of unstructured data required new technology to
analyze quickly, and efficiently
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5
Big Data Analytics: Online Services
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Module 1: Introduction to Big Data Analytics
Lesson 4: Summary
During this lesson the following representative examples were
covered:
• Health Care
• Public Services
• Life Sciences
• IT Infrastructure
• Online Services
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Check Your Knowledge
1. What are the 3 characteristics of Big Data, and the Your Thoughts?
main considerations in processing Big Data?
2. What is an analytic sandbox?
3. Explain the difference between Business Intelligence
and Data Science.
4. Describe the challenges of the current analytical
architecture for Data Scientists.
5. What are the key skill sets and behavioral characteristics
of a Data Scientist?
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Module 1: Summary
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