Ch 3. A Cross-Section of Big Data Sources and the Value They Hold Taming The Big Data Tidal Wave 17...

Ch 3. A Cross-Section of Big Data Sources and the Value They Hold

Taming The Big Data Tidal Wave

17 May 2012SNU IDB Lab.

Hye Chan, Bae

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Outline Telematics Text Time and Location RFID(Radio Frequency IDentification) Smart-Grid Sensor Telemetry Social Network

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Telematics (1/2)

Telematics Data Receives serious attention in the auto insurance industry

– Putting a sensor, or black box to capture the current car information Helps insurance companies better understand customer risk levels Has the potential to both

– Lower insurance rates (for most drivers)– Increase profits (for insurers)

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Telematics (2/2)

The Value of Telematics Data It's possible to answer the question like causes of traffic jams

without very focused and expensive testing It may improve our lives by reducing the stress and frustration

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It is one of the biggest and most common sources of big data– E-mails– Text messages– Social media postings– Instant messages– Real-time chats– Etc.

Natural language processing– Parsing text and assigning meaning to the words,

phrases and components

Text (1/4)

Text Data

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Text (2/4)

Text Data (cont.) The results of those processes can be analyzed

– Sentiment mining– The comments about specific products from customers

Interpreting text data is quite difficult– The words change meaning based on

Emphasis (but there is no emphasis in text) Full context

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Text (3/4)

Using Text Data Sentiment analysis

– Looks at the general direction of opinion– Understanding the trends can be immensely

valuable in planning what to do next

– For a product, positive or negative is valuable information If the customer hasn't yet purchased that product

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Text (4/4)

Using Text Data (cont.) Pattern recognition

– Complains, repair notes, other comments– An organization will be more quickly able to identify and fix problems

Before they become bigger issues

Fraud detection– A major application for text data– Within health insurance

It's possible to use text analysis to parse out the comments and justifications

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Time and Location (1/3)

Time and Location Data Time and location information is a growing source of data

– GPS (Global Positioning Systems)– Cellular phones

Tracking the routes– You can track the exact routes you travel

When you exercise How long the routes are How long it takes you to complete the routes

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The Value of Time and Location Data Local police and fire agencies

– Provide information on where they typically travel with Real time information Accurate location

Time- and location-sensitive offers– This is going to be huge in the future of marketing

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The Value of Time and Location Data (cont.) Enhancing social network analysis

– Time and location data allows identification of what people were at the same place at the same time

Who attended a given concert or movie? Who was dining at a specific restaurant at the same time?

– It is possible to identify people who may not know each other But who have a lot of common interests Imagine a dating service with this information!

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RFID (1/4)

RFID Data Radio Frequency Identification(RFID) tag

– A small tag placed on objects– It contains a unique serial number (different from UPC code)

RFID reader can read the tag– by sending out and receiving back a signal

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RFID (2/4)

Using RFID Data Identifying "restocking" situation on the shelf

Storage room

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RFID (3/4)

Using RFID Data Identifying "restocking" situation on the shelf

Storage room

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RFID (4/4)

Using RFID Data (cont.) Product tracking system

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Smart-Grid (1/2)

Smart-Grid Data The next generation of electrical power infrastructure

– much more advanced and robust Has highly sophisticated

– Monitoring– Communications– Generation systems

Enable more consistent service and better recovery from outages

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Smart-Grid (2/2)

The Value of Smart-Grid Data The smart-grid data will benefit all

– Consumers will have customized rate plans– Utilities will have much better forecasts of demand– Household or business will gain the power

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Sensor (1/2)

Sensor Data There are a lot of complex machines and engines

– Aircraft, trains, military vehicles, etc.– Keeping running smoothly is critical given how much it costs– Embedded sensors have begun to be utilized in everything

Monitoring– It's worth capturing as much detailed

data as possible– It's quite expensive to replace a

flawed component once an engineis released

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Sensor (2/2)

The Values of Sensor Data It's possible to pinpoint specific patterns

– Patterns that lead to imminent failures Strategies for minimizing down time

– Holding spare parts or engines– Creating diagnostics to quickly identify the parts that must be replaced– Investing in more reliable versions

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Telemetry (1/2)

Telemetry Data Telemetry is the term used in the video game industry

– To describe the capture of in-game activities In a hockey game

– Where a player was when a shot on goal was taken– What type of shot is was– What speed the shot had

Telemetry data makes it possible for game producers to know in-timate details about– How customers actually play and interact with the games

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Telemetry (2/2)

Using Telemetry Data In video games

– Maintaining renewal rates is absolutely critical Many games make money through subscriptions

– Customer satisfaction is a big issue For casual gamer: a game is easy For hardcore gamer: a game is too hard

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Social Network (1/3)

Social Network Data Social network data qualifies as a big data source

– Social network analysis looks into several degrees of association A phone company

Company

Traditional data

Company

Social network dataSocial network analysis

Per-son

Per-son

Per-son

Per-son

Per-son

Per-son

Per-son

Per-son

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The Value of Social Network Data A traditional wireless carrier

A modern wireless carrier

Low-value customer

Let him go

The customer isn't worththe cost of saving

Heavy user who have wide networks of friends

Do not let him go

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Using Social Network Data Identification of highly connected customers can pinpoint

– He can influence brand image– Highly connected customers can be provided perks, advance trials, and

other goodies Advertisement in social networking sites

– social network analysis can yield insights into what advertisements might appeal to given users

Based on knowing what their circle of friends has an interest in

Advertisement?

Friend

I like to ride a bike!

Thank you

Ch 3. A Cross-Section of Big Data Sources and the Value They Hold Taming The Big Data Tidal Wave 17...

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Transcript of Ch 3. A Cross-Section of Big Data Sources and the Value They Hold Taming The Big Data Tidal Wave 17...