Welcome!

Containers Expo Blog Authors: Yeshim Deniz, Derek Weeks, Liz McMillan, PagerDuty Blog, XebiaLabs Blog

Related Topics: @CloudExpo, Microservices Expo, Containers Expo Blog

@CloudExpo: Article

Big Data: Taming the Beast for Competitive Advantage

I’d hate to see anyone miss out on the opportunity presented by Big Data

I recently presented, "The Moneyball Approach to Big Data - Creating an Unfair Advantage," at the Wall Street Technology Association's Hot Technologies Forum in New York. Everyone is talking about Big Data, but when it comes to taking action, most are taking a "wait-and-see" approach, and that concerns me. Skepticism or "late-adopter" mentality is understandable - if you want to forego a low-risk, high-reward opportunity and let your competition gain the advantage.

My job is to create value for my customers, and I'd hate to see anyone miss out on the opportunity presented by Big Data.

What's the Problem?
The Corporate Executive Board identified three potential barriers to Big Data implementation:

  1. Information Attainability (the right information is available and easy to find)
  2. Information Usefulness (information is of good quality and is usable in format)
  3. Employee Capability (employees analyze information effectively to make good decisions)

While these are definitely three potential barriers to implementation, the main problem I see in the market is pre-implementation where the "wait and see" mentality is caused by either a feeling that Big Data is over-hyped ("maybe it will go away"), or paralysis by analysis (the enormity and complexity of Big Data is too confusing to take action).

What Is Big Data?
The most common definition I've seen for Big Data is summarized by the three Vs:

  • Volume: It's big - terabytes and petabytes of data
  • Variety: It comes in many forms - internal, external, structured, and unstructured
  • Velocity: It is growing and changing rapidly - making real-time capture and action hugely important

This definition is always supported by numbers showing the vastness and enormity of Big Data:

  • The New York Stock Exchange creates 1 terabyte of data per day (InformationWeek)
  • 10,000 payment-card transactions are made per second worldwide (American Banker)
  • 30 billion pieces of content are shared on Facebook every month (McKinsey)
  • Twitter feeds generate 8 terabytes of data every day (InformationWeek)

The Internet plays a huge role in the rapid growth of Big Data, giving individuals the ability to post and upload immense amounts of pictures, text, video, and mobile data. It also gives businesses a channel to offer access to customers and partners through web-based applications (think Oracle, salesforce.com, social media, procurement, logistics, publishers, etc.). One way to visualize this explosion of applications and data is the Bessemer Venture Partners Cloudscape. And that's just in the cloud. Don't forget all of the apps and data behind the firewall of every organization, whether commercial, governmental, or charitable. Big Data truly is BIG.

Start Small
Before you go out and buy massive amounts of storage, take a look at what you currently consume and utilize and start from there in easily digestible portions. Forrester estimates that enterprises currently utilize less than 5% of available data. In a survey of global executives, IBM shows that 33% have made decisions with inaccurate data or data they don't trust; half don't have sufficient information from across their organization to do their job; 75% believe more predictive information would drive better decisions; yet 87% have yet to even start taking advantage of opportunities to leverage information to their advantage. You don't need to immediately implement a solution getting you to 100% or even 50% of available data - 6-10% will do for now.

If there are 200 million tweets a day equaling 8 terabytes of data, but only 1,000 of those tweets relate to your product or company, do you need to store and analyze all 8 terabytes every day? Think of it this way: there's a huge difference between "I have terabytes of data - videos, satellite pictures, social media conversations, and research reports" and "I know where Public Enemy #1 is." It comes down to Data vs. Intelligence. Data is useless if you can't extract meaningful intelligence from it. And the quality of the intelligence is much less dependent on the volume of data than it is on the relevance of the data and your ability to access it.

The Magic Words: Relevance and Accessibility
Although Big Data lives up to its name, don't get caught up in all the massive numbers. Focus on what's relevant to your business. Consider this: Sybase published Big Data, Big Opportunity that stated "for the median Fortune 1000 company... a 10% increase in usability of data translates to an increase of $2.01 billion in total revenue per year, [and] a 10% increase in accessibility to data translates to an additional $65.67 million in net income per year." Just because your company currently may have access to only 5 percent of the relevant data that is available, don't despair. You don't have to go from 5 percent to 100 percent. You really only need to go from 5 percent to 5.5 percent to reap great rewards.

The Secret to Taming Big Data
Despite all the hype and discussion around Big Data's massiveness, I've yet to find a single article mentioning the difficulty of accessing data that is spread throughout all of the various source applications. Until recently there were no Big Data integration platforms that could deal with the exploding number of applications and all of the data they contain, as well as the speed at which both are changing. Just a glance at the daily domain statistics on www.domaintools.com gives you an idea of the volume of sites being created, deleted, and transferred every 24 hours. Not every integration solution can manage the intensity of that kind of change to give you access to the relevant data - the business intelligence - your business needs when you need it.

The whole point of gaining access to relevant data is that it must be actionable. Otherwise it's a big waste of time and effort. What's amazingly useful about Big Data, and the web-based nature of so much of it, is that with a Big Data integration platform you can access any data you can see on a website and you can just as easily transform that data, perform an operation on it, and automate a resulting action. Here's an example:

You know that consumers and even your B2B purchasers research prices online and that loyalty to any one vendor has deteriorated as buyers have more pricing knowledge just a search and mouse-click away. But you're smarter than your competitors because you're already doing the extra 10 percent. You set up automated monitoring of your competitor's pricing, and when their price drops below yours, your Big Data integration platform calculates the difference plus 10%, logs into your ecommerce site and adjusts your prices automatically, all in mere moments. The beauty is that this can all be set up in hours, if not a few days, and you don't have to bring in an army of developers or consultants to create custom code to do any of it.

If I told you I could guarantee any application or data you can see in your web browser (customer data, bank transactions, twitter, blogs, supply chain vendors, government data, competitor prices, etc.) could be automatically accessed and loaded into the application, database, or spreadsheet of your choice, how many game-changing Big Data projects could you imagine? Understanding the point-in-time cash position of billions of dollars across 300 banks? No problem. Monitoring competitor pricing on 50,000 SKUs every day? Simple. Automating a 23-step manual invoicing process to get paid millions of dollars two days faster? Done. Real-time, automated access to the relevant data you need is the key to success with Big Data.

Every company can benefit from Big Data in many ways, but most don't realize it. Hundreds of scenarios are possible using real-time application integration platforms that could save your company millions of dollars; grow revenue by double-digit percentages; create more personalized products that delight your customers; automate real-time feedback on your brand, products, and competitor prices; create your own custom research that allows you to see trends before your competitors do; and overall make your company a much more agile business that scales with your new-found vigor and growth. Don't let the size of Big Data paralyze you; get real-time access to the data that is relevant to your company's growth and take action.

More Stories By Rick Kawamura

Rick Kawamura, VP of Marketing at Kapow Software, is the driving force behind global marketing at Kapow Software. He and his team are accelerating the company’s growth and expanding its leadership in the application integration market worldwide.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@ThingsExpo Stories
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
What sort of WebRTC based applications can we expect to see over the next year and beyond? One way to predict development trends is to see what sorts of applications startups are building. In his session at @ThingsExpo, Arin Sime, founder of WebRTC.ventures, will discuss the current and likely future trends in WebRTC application development based on real requests for custom applications from real customers, as well as other public sources of information,
In his General Session at 17th Cloud Expo, Bruce Swann, Senior Product Marketing Manager for Adobe Campaign, explored the key ingredients of cross-channel marketing in a digital world. Learn how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects).
With the introduction of IoT and Smart Living in every aspect of our lives, one question has become relevant: What are the security implications? To answer this, first we have to look and explore the security models of the technologies that IoT is founded upon. In his session at @ThingsExpo, Nevi Kaja, a Research Engineer at Ford Motor Company, will discuss some of the security challenges of the IoT infrastructure and relate how these aspects impact Smart Living. The material will be delivered i...
"My role is working with customers, helping them go through this digital transformation. I spend a lot of time talking to banks, big industries, manufacturers working through how they are integrating and transforming their IT platforms and moving them forward," explained William Morrish, General Manager Product Sales at Interoute, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
SYS-CON Events announced today that Ocean9will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Ocean9 provides cloud services for Backup, Disaster Recovery (DRaaS) and instant Innovation, and redefines enterprise infrastructure with its cloud native subscription offerings for mission critical SAP workloads.
Your homes and cars can be automated and self-serviced. Why can't your storage? From simply asking questions to analyze and troubleshoot your infrastructure, to provisioning storage with snapshots, recovery and replication, your wildest sci-fi dream has come true. In his session at @DevOpsSummit at 20th Cloud Expo, Dan Florea, Director of Product Management at Tintri, will provide a ChatOps demo where you can talk to your storage and manage it from anywhere, through Slack and similar services ...
In his session at @ThingsExpo, Eric Lachapelle, CEO of the Professional Evaluation and Certification Board (PECB), will provide an overview of various initiatives to certifiy the security of connected devices and future trends in ensuring public trust of IoT. Eric Lachapelle is the Chief Executive Officer of the Professional Evaluation and Certification Board (PECB), an international certification body. His role is to help companies and individuals to achieve professional, accredited and worldw...
SYS-CON Events announced today that Linux Academy, the foremost online Linux and cloud training platform and community, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Linux Academy was founded on the belief that providing high-quality, in-depth training should be available at an affordable price. Industry leaders in quality training, provided services, and student certification passes, its goal is to c...
"delaPlex is a software development company. We do team-based outsourcing development," explained Mark Rivers, COO and Co-founder of delaPlex Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
SYS-CON Events announced today that Technologic Systems Inc., an embedded systems solutions company, will exhibit at SYS-CON's @ThingsExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Technologic Systems is an embedded systems company with headquarters in Fountain Hills, Arizona. They have been in business for 32 years, helping more than 8,000 OEM customers and building over a hundred COTS products that have never been discontinued. Technologic Systems’ pr...
SYS-CON Events announced today that CA Technologies has been named “Platinum Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
SYS-CON Events announced today that Loom Systems will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Founded in 2015, Loom Systems delivers an advanced AI solution to predict and prevent problems in the digital business. Loom stands alone in the industry as an AI analysis platform requiring no prior math knowledge from operators, leveraging the existing staff to succeed in the digital era. With offices in S...
SYS-CON Events announced today that HTBase will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. HTBase (Gartner 2016 Cool Vendor) delivers a Composable IT infrastructure solution architected for agility and increased efficiency. It turns compute, storage, and fabric into fluid pools of resources that are easily composed and re-composed to meet each application’s needs. With HTBase, companies can quickly prov...
SYS-CON Events announced today that T-Mobile will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. As America's Un-carrier, T-Mobile US, Inc., is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The Company's advanced nationwide 4G LTE network delivers outstanding wireless experiences to 67.4 million customers who are unwilling to compromise on ...
SYS-CON Events announced today that Cloud Academy will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloud Academy is the industry’s most innovative, vendor-neutral cloud technology training platform. Cloud Academy provides continuous learning solutions for individuals and enterprise teams for Amazon Web Services, Microsoft Azure, Google Cloud Platform, and the most popular cloud computing technologies. Ge...
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buyers...
SYS-CON Events announced today that Infranics will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Since 2000, Infranics has developed SysMaster Suite, which is required for the stable and efficient management of ICT infrastructure. The ICT management solution developed and provided by Infranics continues to add intelligence to the ICT infrastructure through the IMC (Infra Management Cycle) based on mathemat...