This book provides "how to" advice and a series of pragmatic methodologies (with accompanying hands-on exercises) for helping organizations leverage big data analytics to power, or re-wire, their value chains. Organizations struggle identifying where and how to leverage these new structured and unstructured data sources and new big data technology innovations to delivery business value. Consequently, many organizations default to taking a technology-led approach to their big data strategies. Leading companies find ways to leverage data -- especially new sources of data -- to tease out new insights about their customers, products, operations, competitors and markets. And these organizations leverage these insights to improve their customer experiences, create new, more compelling products and create new sources of competitive differentiation.


  • Big data and data science are at the forefront of technology and business initiatives
  • Hands-on guide full of real-world techniques, examples of different organizations and what they are doing in the big data space, and methodology worksheets and exercises so that readers can understand and apply the tenants immediately within their organizations


  • Preface
  • Introduction
  • 1 The Big Data Business Opportunity
  • Walmart Case Study
  • Business Monitoring
  • Business Insights
  • Data Monetization
  • Business Metamorphosis
  • Big Data Business Model Maturity Observations
  • Summary
  • 2 Big Data History Lesson
  • Consumer Package Goods and Retail Industry Pre-1988
  • Lessons Learned and Applicability to Today's Big Data Movement
  • Summary
  • 3 Business Impact of Big Data
  • Big Data Impacts: The Questions Business Users Can Answer
  • Managing Using the Right Metrics
  • Data Monetization Opportunities
  • Digital Media Data Monetization Example
  • Digital Media Data Assets and Understanding Target Users
  • Data Monetization Transformations and Enrichments
  • Summary
  • 4 Organizational Impact of Big Data
  • Data Analytics Lifecycle
  • Data Scientist Roles and Responsibilities
  • Discovery
  • Data Preparation
  • Model Planning
  • Model Building
  • Communicate Results

and more...

Product details

  • Paperback: 240 pages
  • Publisher: Wiley; 1 edition (14 November 2013)
  • Language: English
  • ISBN-10: 8126545453
  • ISBN-13: 978-8126545452
  • Product Dimensions: 23.1 x 18 x 1.3 cm

About the Author

Bill Schmarzo is the Chief Technical Officer for Enterprise Information Management for EMC. Bill is referred to as the "Dean of Big Data" where he is responsible for setting strategy for EMC's Big Data consulting business. He has been immersed in the worls of big data for more than 20 years with experience in data warehousing, business intelligence and analytic applications. Previously, Bill was Vice President of Advertiser Analytics at Yahoo. As EMC's Big Data evangelist, Bill speaks around the world. He created the Business Benefits Analysis methodology that links an organization's strategic business initiatives with their supporting data and analytic requirements, and co-authored with Ralph Kimball a series of articles on analytic applications. He has also served on The Data Warehouse Institute's faculty as the head of the analytic applications curriculum.

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Big Data: Understanding How Data Powers Big Business (MISL-WILEY)

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