Blog

Big Data Analytics – A Rapidly Emerging Market

Last week in London I spoke at the IRM Data Warehousing and Business Intelligence conference on a variety of topics. One of these was Big Data which I looked at in the context of analytical processing. There is no question the hype around this topic is reaching fever pitch so I thought I would try to put some order on it.

First, I am sure like many other authors in this space I need to define Big Data in the context of analytical processing to make it clear what we are talking about. Big Data is a marketing term and not the best of terms at that. A new reader in this market may well assume that this is purely about data volumes. Actually this is about being able to solve business problems that we could no solve before. Big data can and more often than not include a variety of ‘weird’ data types. In that sense big data can be structured or poly-structured (where poly in this context means many). The former would include high volume transaction data such as call data records in telcos, retail transaction data and pharmaceutical drug test data. Poly-structured data is more difficult to process and includes semi-structured data like XML and HTML and unstructured data like text, image, rich media, etc. Graph data is also a candidate.

From the experiences I have had in working in this area to date, I would say that web data, social network data and sensor data are emerging as very popular types of data in big data analytical projects. Web data includes web logs and e-commerce logs such as those generated by on-line gaming and on-line advertising data. Social network data would include twitter data, blogs, etc. These are examples of interaction data which is something that has grown significantly over recent years. Sensor data is machine generated data from ’An Internet of Things’. It is something we have only seen the beginning of in my opinion as much of it remains un-captured. RFIDs are probably the most written about of sensors. However these days we have sensors to measure temperature, light, movement, vibration, location, airflow, liquid flow, pressure and much more. There is no doubt that sensor data is on the increase and in my opinion it is something that will dwarf pretty well everything in terms of volume. Telcos, utilities, manufacturing, insurance, airlines, oil and gas, pharmaceuticals, cities, logistics, facilities management and retail…..they are all jumping on the opportunity to use of sensor data to ‘switch on the lights’ in parts of the business where they have had no visibility before. Sensor data is massive but we don’t want it all – it is the variance we are interested in. Many Big Data analytical applications are/will emerge on the back of sensor data. These include analytical applications for use in:

• Supply chain optimisation
• Energy optimisation via sustainability analytics
• Asset management
• Location based advertising
• Grid health monitoring
• Fraud
• Smart metering
• Traffic optimisation
• Etc., etc.

Text as I already mentioned is also a prime candidate for big data analytical processing. Sentiment analysis, case management, competitor analysis are just a few examples of a popular types of analysis on textual data. Data sources like Twitter are obvious candidates but tweet stream data suffers from data quality problems that still have to be handled even in a big data environment. How many times do you see spelling mistakes in tweets for example.

There is a lot going on that is of interest to business in big data but while all of it offers potential return on investment, it is also increasing complexity. New types of data are being captured from internal and external data sources, there is an increasing requirement for faster data capture, more complex types of analysis are now in demand and new algorithms and tools are appearing to help us do this.

There are several reasons why big data is attractive to business. Perhaps for the first time, entire data sets can now be analysed and not just subsets. This is now a feasible option whereas it was not before. So it is making enterprise think can we go down a level of detail? Is it worth it? Well to many it most certainly is. Even a 1% improvement brought about by analysing much more detailed data is significant for many large enterprises and well worth doing. Also schema variant data can now be analysed for the first time which could add a lot of valuable insight to that offered up by traditional BI systems. Think of an insurance company for example. Any insurer whose business primarily comes from a broker network will receive much of its data in non-standard document format. Only a small percentage of that data finds its way into underwriting transaction processing systems while much of the valuable insight is left in the documents. Being able to analyse all of the data in these documents could offer up far more business value that could improve risk management and loss ratios.

At the same time there are inhibitors to big data analysis. These include finding skilled people and a real lack of understanding around when to use Hadoop versus when to use Analytical RDBMS versus NoSQL DBMS. On the skills front there is no question that the developers involved in Big Data projects are absolutely NOT your traditional DW/BI developers. Big Data developers are primarily programmers – not a skill often seen in a BI team. Java programmers are aften seen at big data meet ups. In addition, the analysis is primarily batch oriented with map / reduce programs being run and chained together using scripting languages like Pig Latin and JAQL (if you use the Hadoop stack that is)

Challenges with Big Data

There is no question that big data offers up challenges. These include challenges in the areas of:

• Big data capture
• Big data transformation and integration
• Big data storage – where do you put it and what are the options?
• Loading big data
• Analysing big data

Back