CONSUMER & BIG DATA ANALYTICS

FRIDAY, 13TH JANUARY 2017

2:00PM TO 4:00PM

Lectured by:
SITI AISHAH MD SELAMAT
To understand the overview of Big Data Analytics in
supporting business decision-making
using Consumer Data.

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 LEARNING CHECKLIST
Short Video Clip Presentation

Part One – The Emergence of Big Data Analytics

Part Two – Big Data Analytics & Consumer Insights

Group Work Activities

Recap & Closing

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Let’s watch a video on:

“What Exactly
Is Big Data
&
Why Should
You Care?”
By FORBES

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Part One – The Emergence of Big Data Analytics

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 Defining Big Data
‘Big Data’ represent a huge volume of both unstructured and structured data
that is too large to be processed using conventional software and database
techniques. (McAfee & Brynjolfsson, 2012 )

Huge
Information
BIG
Volume
DATA

Reference:
McAfee, A. & Brynjolfsson, E., 2012. Big Data: The Management Revolution. Harvard Business Review, 90(10), pp.60-68
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 3V’s of Big Data

Big Data comes in three

quantifiable dimensions –
Volume, Variety and Velocity.
(Kaisler et. al., 2013)

Reference:
Kaisler, S., Armour, F., Espinosa, A.J. & Money, W., 2013. Big Data: Issues and Challenges Moving Forward. Hawaii: IEEE 46th Hawaii International
Conference on System Sciences, IEEE.
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3V’s Meanings?

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 The Evolution of Advanced Analytics
In the past eras, the primary used of technology in business is centralised in
cutting down operational costs. Through technological advancement and the
shift to an “Analytics Age”, businesses have the potential to simultaneously
drive down operational costs and at the same time driving up top-line
revenues. (Minelli et. al., 2013)

Reference:
M. Minelli, M. Chambers and A. Dhiraj. Big Data, Big Analytics: Emerging Business Intelligence and Analytic Trends for Today’s Businesses. Wiley,
2013. 9
The Analytics Spectrum

Advanced
Analytics

Business
Intelligence

Source by : Essintial Enterprise Solution, 2016 10

Paradigm Shift:
Data is the
NEW ASSET

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Big Data Analytics Benefits

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Part Two– Big Data Analytics & Consumer Insights

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 Customer VS Consumer

Customer is someone who

purchased the product.

Consumer is someone
who uses the product.

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Analytics and Consumer Insights Potentials

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 Making it Happen: “The Three Ingredients”
1. Managing the Data
Embarking on a data-and-analytics journey, companies Once they’ve determined the specific business decisions
should take a “decision back” approach that begins by they want to improve, consumer companies must collect
crisply answering one question: which decisions do we and manage the data needed to conduct insightful
want to improve? analysis.

2. Translating data into insights

Companies must next make sense of the flood of data —a task that requires sophisticated and sometimes complex
analytic models. Two guiding principles can help.

3. Turning insights into effective frontline action

Companies must define new processes in a way that managers and frontline workers can readily understand and
adopt.

Reference:
Dominic Barton and David Court, “Making advanced analytics work for you,” Harvard Business Review, October 2012, Volume 90, Number 10, pp. 16
78–83.
Consumer Insights Application by:

Asda Stores Limited is a British supermarket retailer,

headquartered in Leeds, West Yorkshire. The
company became a subsidiary of the American retail
corporate giant Walmart after a £6.7 billion takeover
in July 1999, and was the second-largest supermarket
chain in Britain between 2003 and 2014, by market
share.
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Group Work Activities

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Group Work Task:
1. Get into your group of MBA specialisation
(Ideally to make four groups)
2. Group Work – Taking as a consultant role in the chosen industry, you
have been approached by a company who is keen to adopt Big Data
Analytics. You are given a 5-min slot to influence the management team
— How best can you pitch the idea? Take it that none of the
management team has any prior knowledge of Big Data Analytics.
3. Prepare a 5 min presentation slides to influence the management team
to adopt Big Data Analytics.

QUESTIONS TO ANSWER

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GROUP PRESENTATION
STARTS AT 3:30PM

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Recap & Closing

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