Big data is worth nothing without big science

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Big data is worth nothing

without big science

It’s like gold.

We are living in “the age of big data,” according to The World Economic Forum. Renowned futurist Ray Kurzweil agrees. I do too.

As the likes of Google, Facebook, Adobe Systems, and IBM embrace big data with gusto, startups are also popping up with the promise to help companies discover what one of the most valuable assets in the world can accomplish for them. No industry is untouched by big data, which is notably transforming the way social networks work today. However, the key factor that will determine success for companies in this age is not simply big data, but big science.

The World Economic Forum’s report on data equated it with an asset such as gold. Others have declared that data is “the new oil.” But, as with gold or oil, data has no intrinsic value.

Gold requires mining and processing before it finds its way into our jewelry, electronics, and even the Fort Knox vault. Oil requires extraction and refinement before it becomes the gasoline that fuels our vehicles. Likewise, data requires collection, mining and, finally, analysis before we can realize its true value for businesses, governments, and individuals alike.

Gold requires mining and processing before it finds its way into our jewelry, electronics, and even the Fort Knox vault. Oil requires extraction and refinement before it becomes the gasoline that fuels our vehicles. Likewise, data requires collection, mining and, finally, analysis before we can realize its true value for businesses, governments, and individuals alike.

According to IDC, the amount of data that companies are wrestling with is growing at 50 percent per year — or more than doubling every two years. Many organizations are rich in data but poor in insight. That’s where big science comes in.

The collection and mining of massive amounts of digital data currently defines the term big data. Those are processes that businesses largely handle. However, the analysis of that data — that magic ingredient of algorithms and advanced mathematics that bridges the gap between knowledge and insight — is big science. It is where the value is. It is the future.

Put simply, the analysis that big science brings to the table makes big data relevant. I envision big science combining with big data to create big opportunities in three significant ways: real-time relevant content, data visualization, and predictive analytics. Although I think that these trends will be especially important for my industry, digital marketing and analytics, I have no doubt that they will impact all industries, as chief marketing officers are inevitably drawn closer to chief information officers in an effort to tame and harness big data.

Getting right message to the right customer at the right time is the promise of relevant, real-time marketing. Big science, not big data, will bring this to life.

Marketers, using analytics to collect massive amounts of digital information, have been working with big data for years now. In fact, they are flooded with geographic, demographic, and ethnographic data about their customers. The big science of processing and analyzing this data, through human expertise and machine intelligence, will empower marketers to identify and segment their customers, tailor and target the most relevant content to them, and deliver these experiences in real time across a range of digital channels and devices.

As was stated, human intelligence is a part of the big science that will help to deliver relevant content in real time. The human intelligence of big science will be fueled by data visualization.

Visualizations of Web traffic have been around for years. These are relatively simplistic, however, and they typically visualize data that is historical. Big science will take the raw potential of big data and make it digestible for the human mind in real time. Imagine a retailer being able to visualize and track both the shipments of new goods and the intake of returned or unused items in real time through a bright, simple, and dynamic user interface. The opportunities for optimizing business processes, and revenue in just this one scenario are endless.

Related stories

  • Yahoo tackles big data with Genome ad platform
  • Big Data may be hot, but ‘little data’ is what makes it useful
  • Why ‘big data’ is here to stay
  • IBM Fellow Jeff Jonas on the evolution of Big Data
  • Feds launch big data initiative to advance science
  • Why science really needs big data
  • Why ‘big data’ is a magnet for startups

But what if you could use your big data to see not just what’s happening now, but also to model what you could be doing to optimize outcomes for the future? Enter big science fueling predictive analytics.

The big science of predictive analytics will take advantage of the historical patterns ingrained in big data to unlock insights to inform current and future strategies. Should you change the image in an advertisement from a black-and-white graphic to a color photo? If you did, what sorts of results could you expect? Big science can help show you the way.

It takes complex algorithms, powerful computing and, perhaps most of all, human analysts to build and administer the big science that turns the “then and now” nature of big data into “when.” Last year, the McKinsey Global Institute projected that the United States alone needs 140,000 to 190,000 more workers with “deep analytical expertise.”

Those who become experts in the science behind the big-data phenomenon will become the next wave of digital and corporate geniuses. One potential genius, Gilad Elbaz, the influential investor and inventor behind big-data startup Factual, recently told The New York Times, “I have been thinking that we need to get more personal data. I want to get people to figure out a way to get people to leave their data to science.”

 

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Service Management – ITIL® IPCenter-V3

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Service Management – ITIL®

 

IT Service Management – ITIL®
» Introduction to ITIL
Find out about this international IT Service Management best practice guidance: how it works, an overview, and benefits. Download ‘An Introductory Overview of ITIL 2007′ Pocketbook.
» Knowledge Centre
Comprehensive source of information including news, reviews, case studies and white papers allowing you to keep in touch with the international community.
» ITIL Publications
For all the ITIL titles and formats, including upcoming titles.
» ITIL Qualifications
For information on the ITIL V3 Qualification scheme.
» ITIL Accreditation
Discover more about APMG’s role as the Official Accreditor.
» ITIL Examination Institutes
For the complete list of Examination Institutes.

 

Service Management – ITIL®

 

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Service Management – ITIL®

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Service Management – ITIL®

Service Management – ITIL (IT Infrastructure Library)ITIL is the most widely accepted approach to IT service management in the world. Providing a cohesive set of best practice guidance drawn from the public and private sectors across the world, it has recently undergone a major and important refresh project.

IT Service Management (ITSM) derives enormous benefits from a best practice approach. Because ITSM is driven both by technology and the huge range of organisational environments in which it operates, it is in a state of constant evolution. Best practice, based on expert advice and input from ITIL users is both current and practical, combining the latest thinking with sound, common sense guidance.

ITIL: Overview and Benefits

ITIL provides a systematic and professional approach to the management of IT service provision. Adopting its guidance offers users a huge range of benefits that include:

  • reduced costs;
  • improved IT services through the use of proven best practice processes;
  • improved customer satisfaction through a more professional approach to service delivery;
  • standards and guidance;
  • improved productivity;
  • improved use of skills and experience; and
  • improved delivery of third party services through the specification of ITIL or ISO 20000 as the standard for service delivery in services procurements.

ITIL Users

ITIL has been adopted by hundreds of organisations worldwide. These include:

  • Microsoft
  • IBM
  • Barclays Bank
  • HSBC
  • Guinness
  • Procter & Gamble
  • British Airways
  • Ministry of Defence
  • Hewlett Packard
  • NASA
  • Disney

For testimonials and case studies from organisations who have adopted ITIL visit Best Practice Users: Testimonials and Case Studies in the Knowledge Centre.

Users of ITIL are supported by exam and user group organisations that can support training and adoption of the methodology. For further information please refer to the Knowledge Centre.



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A new era of computing

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Cognitive systems:

A new era of computing

 

 

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Cognitive systems: A new era of computing



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Cognitive systems: A new era of computing

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Cognitive systems: A new era of computing

Over the past few decades, Moore’s Law, processor speed and hardware scalability have been the driving factors enabling IT innovation and improved systems performance. But the von Nuemann architecture—which established the basic structure for the way components of a computing system interact—has remained largely unchanged since the 1940s. Furthermore, to derive value, people still have to engage with computing systems in the manner that the machines work, rather than computers adapting to interact with people the way they work.

Today we stand poised on the brink of a new era of computing in which technology is more consumable, insight-driven and cognitive.  IBM Research is exploring and developing the enabling technologies that will transform the way computers are used. - Ginni Rometty IBM President and CEO With the continuous rise of big data, that’s no longer good enough.

We now are entering the Cognitive Systems Era, in which a new generation of computing systems is emerging with embedded data analytics, automated management and data-centric architectures in which the storage, memory, switching and processing are moving ever closer to the data.

Whereas in today’s programmable era, computers essentially process a series of “if then what” equations, cognitive systems learn, adapt, and ultimately hypothesize and suggest answers. Delivering these capabilities will require a fundamental shift in the way computing progress has been achieved for decades.

 

The four characteristics of cognitive systems

They are data-centric

The volume of data produced today isn’t just increasing—it’s getting faster, taking more forms and is increasingly uncertain in nature. Uncertainty arises from such sources as social media, imprecise data from sensors and imperfect object recognition in video streams. IBM experts believe that by 2015, 80 percent of the world’s data will be uncertain.

They are designed for statistical analytics

Watson, the Jeopardy-winning system, is an early example. When Watson answers a question it analyzes uncertain data, and develops a statistical ranking and a level of confidence in its answers. It then goes “offline” for additional training to refine its capabilities. In the future, Watson will be able to engage in interactive dialog with people, develop evidence profiles revealing the source of its answers, and engage in continuous learning based on its own experiences.
Data-centric - Designed for statistical analysis - Automated system and workload management - Scale-in architecture

These systems “scale-in”

Historically, performance improvements in IT systems have come from scaling down (Moore’s law, which describes how semi-conductors become more that the density of semi-conductors become more powerful and more compact); scaling up (more powerful processors added to a single system), and scaling out (linking together more and more processors or entire systems in parallel).

In cognitive systems, performance improvements will derive from scaling in: moving key components, such as storage, memory, networking and processing onto a single chassis, closer to the data. Netezza and the new IBM PureSystems are the first commercially available examples of scaling in. In the future these capabilities will move even closer to the data, scaling-in computing elements first in a single drawer or card and eventually onto a single, three-dimensional chip module. This scale-in effect will reduce the latency that can occur when trying to move terabytes or exabytes of data around a computing system.

They automate system and workload management

Deploying applications in an enterprise environment often requires that multiple virtual machines be configured manually, a complex, time-intensive process prone to error. For the new PureSystems, IBM Research scientists developed software tools to create and manipulate blocks of code so users can drag-and-drop the pieces they need for compute power, storage and software applications. And the blocks already know how to connect to one another and across multiple virtual machines.

Three areas of new exploration

Even though IBM is already leading in this new era, the company is not satisfied to focus on continuous improvements of existing capabilities. IBM is performing far-reaching, exploratory research on core technologies, applications and architectures that will sustain this new era well into the next decade.

Core Technologies

As Moore’s law begins to reach its physical limits, IBM Research is exploring core transformational technologies to enable processing at the atomic level. IBM researchers, for example, recently demonstrated the ability to store a bit of information in as few as 12 magnetic atoms; today’s disk drives use about one million atoms to store a single bit. A recent breakthrough in quantum computing—which harnesses the properties of sub-atomic particles to create hyper-efficient We're not trying to build a brain, we're trying draw inspiration from the brain. – Dharmendra Modha Manager, Cognitive Computing calculation capabilities—indicate the potential for a qubit bit system that could factor a 3,000 digit number at a rate of 1040 faster than is possible today.

Architectures

Simulating the brain’s neuron-and-synapse model in new computing architectures might open new avenues for high-performance, energy-efficient computing systems. In 2011, the SyNAPSE project, conducted by IBM Research in collaboration with DARPA, yielded its first cognitive computing chip, called True North. The chip simulates the phenomena between spiking neurons and synapses in the brain, through advanced algorithms and silicon circuitry. Its first two prototype chips have been fabricated and currently are undergoing testing.

New applications

Tomorrow’s advanced applications will revolutionize technology as well as the industries in which they’re applied. The advent of social business and the widespread adoption of social networking technologies opens new areas of possibility as entire networks of knowledge and expertise can be connected and optimized in ways similar to the optimization of supply chains. With Watson 2.0, the ability to engage in dialogue with humans and to learn on the fly has enormous implications if applied in medicine, finance or other industries.

Anyone else undertaking these types of grand challenges would inevitably face this fact: without decades of research into systems, semiconductors, software and services, along with their underlying chemical, electrical, biological and computational bases, leadership in the cognitive systems era would be nearly impossible.

For IBM, it’s the logical next step toward becoming the world’s most essential company.



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Intelligent use of Big Data

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Intelligent use of Big Data

Business Intelligence could unlock of some of the estimated 85% of corporation data that is unstructured according to leading industry figure Bill Inmon.

Seeking to encourage company data specialists to “push the boundaries,” is one of the reasons the Australian Business Intelligence Leadership Forum (ABILF), a group of 25 of the industry’s leading practitioners was established in 2009, explained President Hanne Breddam.

Further encouraging innovation in the BI field led the group to establish the annual BI Award, now in its second year. The 2nd Excellence in Business Intelligence Award 2012 seeks to highlight and reward the best practitioners in this fast emerging field. “Gaining recognition from your industry peers is a great endorsement for any new project, as we saw last year during our awards held at the BI and Data Warehousing Conference,” says Breddam.

Unlike other industry accolades the Business Intelligence Award 2012 differs from other awards as it is Australian, business-outcome focused and vendor independent.

With an estimated 100 plus active companies running projects across most key Australian industrial sectors the ABILF expects a strong response again this year from project teams, companies and individuals. “Given the current tough economic conditions with tightening margins more and more CFOs’ recognise the need to use the untapped data that is flowing through their organisations,” explains Breddam.

Winners last year, IAG, for their Geographical Business Intelligence solution (GBI) that provided the insurer with a tool to deliver a targeted response to help reach affected customers epitomised best practice in the BI field. “The honour of receiving the Inaugural Award amongst such high calibre entries was a wonderful acknowledgement of the pioneering work that our BI team produces. The sensational outcome gave the team great exposure both internally and externally,” said Walt Hui, Senior Manager, Information Management at IAG.

As judges at last year’s award acknowledged, IAG created a concise pool of data which enabled assessors out in the field access to exact information. The distinguished panel of judges included world renowned data warehousing expert Bill Inmon. “What intrigues me and is relevant for a winning entry is business relevance and value, combined with the ability to deal with large volumes of data,” said Inmon.

With the likely exponential growth of this information, the thorny topic if ‘Big Data’ will undoubtedly rear its head and this is major concern for Guru Bill Inmon. While upbeat about the general state of analytics and BI, Inman sees a vast new challenge just around the corner. “The world of text is completely untapped so with areas like corporate contracts, for instance and other unstructured data, there is great potential,” says Inman.

With around 85% data unstructured in these corporations, Inman envisages reading this information and storing it in super large databases as the next challenge for the industry. The so called ‘Big Data’ is a term banded around the industry, relating to the harvesting of vast quantities of previously untapped information. In banking circles this approach combined with Geocoding is being planned for ATM information identification, so for instance banks can pin point user hotspots and watch competitor machines as well.

To qualify for the Award your company must have delivered or participated in the delivery of a BI project (or related activity) in Australia in the period since 1 July 2011. Related activities include performance management, reporting, advanced analytics, data warehousing and data management. The activity could also be defined as a program, initiative, service, solution or combination of those.

Application forms can be downloaded from the website listed below and must include brief answers and a short essay on best practices.

Winners are chosen by a panel of independent Australian judges who have expertise in the field. They score entries on business impact, maturity, innovation, and relevance to other organizations. An information session is planned for 20 July 2012 and more details will be found on the website.

The winner receives: Recognition by the ABILF, free entry to BI and Data Warehousing conference (October 2012), publication of the project and critique from the judges.

 

Intelligent use of Big Data



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Upgrade to Windows 8 Pro OS for just $15

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Windows 8 may cost just $15 to upgrade — but should you?
May 14, 2012 1:54 PM

If you buy a Windows 7 PC this year, you’ll get an offer to upgrade to Windows 8 Pro OS for just $15 when it comes out, according to Windows blogger Paul Thurrott.

On its face, this is a great offer in line with what Microsoft has done in the past. Basically, Microsoft wants to make sure Windows 7 PC sales don’t slip in the second quarter as people wait for Windows 8 to come out later this year. To make sure they buy in, Microsoft offers a cheap upgrade option to the next version of the OS that they will get when the OS is released.

Thurrott says the upgrade option will run $15 and will give any Windows 7 PC buyer the Pro version of Windows 8 even if they only get Windows 7 Home or Basic versions. This might be because the Pro version lines up the most with the traditional desktop experience, but at this time we don’t know the exact differences between Windows 8 and Windows 8 Pro. The upgrade offer should be out around the time Microsoft drops the last pre-release version of Windows 8, called Release Preview.

While the $15 price is quite good, you should look closely at what Windows 8 offers before you buy in. Windows 8 looks and feels radically different from Windows 7, Vista, 2000, 98, and 95 editions. It takes many cues from Microsoft’s Windows Phone operating system and attempts to bridge the gap between desktop PCs and tablets.

As someone who loves the Windows 7 experience on the PC, I would hesitate about taking that upgrade, even at $15. Using Windows 8 on a laptop or desktop, it takes me longer to do everyday things like browsing and multi-tasking than it does when using Windows 7. Tablets are another story, and using Windows 8 on a tablet or hybrid laptop/tablet can be extremely smooth.

Microsoft will no doubt make many OS tweaks before Windows 8 launches to the public later this year, but based on its current state, consumers should get educated on how Windows 8 works before upgrading.

 

 



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How to Shed the Burden of Chasing Google’s Algorithm

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How to Shed the Burden of Chasing

Google’s Algorithm

ONLINE MARKETING

By , Published May 13, 2012

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Google DragonAre you constantly poked and prodded for keyword ranking reports? Does every whisper of a new algorithm update stress you out? Do you get frustrated by all of the technical tactics that sometimes work, but sometimes don’t? If you could just be No. 1 on Google for your chosen keyword phrases, the leads will start pouring in and you’ll be the hero, right? Drug addicts call this “chasing the dragon” – the pursuit of the ultimate high while experiencing stress, failure and loss.

Chasing the Dragon

Unfortunately, being No. 1 on Google for 20, 50 or even 100 or more keyword phrases alone won’t quench this pursuit, because while you’re eating up time and resources chasing the dragon, your competitors are consistently and continuously developing engaging, problem-solving content. They’re publishing one to three times per day, and it’s being evangelized and consumed across social media networks and being syndicated on several industry blogs.

The Competitive Reality

Over the course of six to 12 months, your competitors’ content will start to show up for tens of thousands of long tail phrases on the first page of Google or beyond. Google’s search personalization via geography, SPYW and others will invariably push many of the latter ranking long tails to the top of the first page for many searchers. Referral traffic will begin to rapidly increase, as well. With the help of syndication, referral lead conversion rates will begin to lap conversion rates from search (see charts below).

While you’re stressed out and worried about what Google is going to do next with its algorithm, your competitors are busy planning out their next blog post, video, case study, webinar and whitepaper. So you rank No. 1 for 50 keyword phrases. So what? Your competitors are still cleaning your clock because they’re driving traffic from tens-of-thousands of phrases residing anywhere from page one to page 100 while focusing on solving people’s problems and not Google’s algorithm.

Organic Search Traffic 3yrs

Organic Search Leads 3yrs

The charts above and below clearly demonstrate the competitor scenario described above. Content drives organic search results while simultaneously growing referral results; focusing exclusively on unnatural link building, programming and on-page sculpting doesn’t. An algorithm focus also has no measurable impact on referral traffic.

Referral Traffic 3yrs

Referral Leads 3yrs

How to End the Pursuit

You have to start with new key performance indicators (KPIs). The biggest and toughest metric to give up is rankings. Don’t measure SEO success by where a website ranks on any search engine for any keyword phrase. Instead, focus on how many keyword phrases drive traffic from month to month. Other important KPIs are outlined here.

In order to grow the number of keyword phrases driving traffic from month to month requires publishing lots of naturally written, quality content; the more the better. This produces lots of natural brand signals, social media buzz and natural inbound links to a website. It essentially eliminates most of the technical work previously needed, is much more efficient and produces better results, too.

However, make sure your website is technically optimized out of the gate, develop repeatable on-page conventions and provide content producers with a good list of prudent keyword phrases as topics to write about. After that, the technical side is pretty much done and shouldn’t be revisited unless a redesign takes place.

So if you’re tired of chasing the dragon, commit to content marketing and watch your stress levels drop substantially. It’s a great feeling to see the blogosphere freaking out over a new algorithm update and being blissfully content with the knowledge that the update is only going to help good content producers. For help with getting your content marketing program off the ground or to retool an existing campaign, download our newest ebook, The Content Marketing Manifesto.

Image: @WaltWinchel

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Author:Chad Pollitt     Chad Pollitt on the Web Chad Pollitt on Facebook Chad Pollitt on Twitter Chad Pollitt on LinkedIn  Chad Pollitt RSS Feed

Since 2002, Chad H. Pollitt has played an integral role in designing, developing, deploying, executing and tracking robust web marketing strategies for hundreds of companies and organizations and is an internet marketing expert. He holds a BS in Entrepreneurship from the Indiana University Kelley School of Business, an Internet… View full profile

This article originally appeared on Inbound Marketing Agency Blog and has been republished with permission.

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