Cover -- Title Page -- Copyright -- Contents -- Chapter 1 The Big Data Business Opportunity -- The Business Transformation Imperative -- Walmart Case Study -- The Big Data Business Model Maturity Index -- Business Monitoring -- Business Insights -- Business Optimization -- Data Monetization -- Business Metamorphosis -- Big Data Business Model Maturity Observations -- Summary -- Chapter 2 Big Data History Lesson -- Consumer Package Goods and Retail Industry Pre-1988 -- Lessons Learned and Applicability to Today's Big Data Movement -- Summary -- Chapter 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 -- Chapter 4 Organizational Impact of Big Data -- Data Analytics Lifecycle -- Data Scientist Roles and Responsibilities -- Discovery -- Data Preparation -- Model Planning -- Model Building -- Communicate Results -- Operationalize -- New Organizational Roles -- User Experience Team -- New Senior Management Roles -- Liberating Organizational Creativity -- Summary -- Chapter 5 Understanding Decision Theory -- Business Intelligence Challenge -- The Death of Why -- Big Data User Interface Ramifications -- The Human Challenge of Decision Making -- Traps in Decision Making -- What Can One Do? -- Summary -- Chapter 6 Creating the Big Data Strategy -- The Big Data Strategy Document -- Customer Intimacy Example -- Turning the Strategy Document into Action -- Starbucks Big Data Strategy Document Example -- San Francisco Giants Big Data Strategy Document Example -- Summary -- Chapter 7 Understanding Your Value Creation Process.

Understanding the Big Data Value Creation Drivers -- Driver #1: Access to More Detailed Transactional Data -- Driver #2: Access to Unstructured Data -- Driver #3: Access to Low-latency (Real-Time) Data -- Driver #4: Integration of Predictive Analytics -- Big Data Envisioning Worksheet -- Big Data Business Drivers: Predictive Maintenance Example -- Big Data Business Drivers: Customer Satisfaction Example -- Big Data Business Drivers: Customer Micro-segmentation Example -- Michael Porter's Valuation Creation Models -- Michael Porter's Five Forces Analysis -- Michael Porter's Value Chain Analysis -- Value Creation Process: Merchandising Example -- Summary -- Chapter 8 Big Data User Experience Ramifications -- The Unintelligent User Experience -- Understanding the Key Decisions to Build a Relevant User Experience -- Using Big Data Analytics to Improve Customer Engagement -- Uncovering and Leveraging Customer Insights -- Rewiring Your Customer Lifecycle Management Processes -- Using Customer Insights to Drive Business Profitability -- Big Data Can Power a New Customer Experience -- B2C Example: Powering the Retail Customer Experience -- B2B Example: Powering Small- and Medium-Sized Merchant Effectiveness -- Summary -- Chapter 9 Identifying Big Data Use Cases -- The Big Data Envisioning Process -- Step 1: Research Business Initiatives -- Step 2: Acquire and Analyze Your Data -- Step 3: Ideation Workshop: Brainstorm New Ideas -- Step 4: Ideation Workshop: Prioritize Big Data Use Cases -- Step 5: Document Next Steps -- The Prioritization Process -- The Prioritization Matrix Process -- Prioritization Matrix Traps -- Using User Experience Mockups to Fuel the Envisioning Process -- Summary -- Chapter 10 Solution Engineering -- The Solution Engineering Process.

Step 1: Understand How the Organization Makes Money -- Step 2: Identify Your Organization's Key Business Initiatives -- Step 3: Brainstorm Big Data Business Impact -- Step 4: Break Down the Business Initiative Into Use Cases -- Step 5: Prove Out the Use Case -- Step 6: Design and Implement the Big Data Solution -- Solution Engineering Tomorrow's Business Solutions -- Customer Behavioral Analytics Example -- Predictive Maintenance Example -- Marketing Effectiveness Example -- Fraud Reduction Example -- Network Optimization Example -- Reading an Annual Report -- Financial Services Firm Example -- Retail Example -- Brokerage Firm Example -- Summary -- Chapter 11 Big Data Architectural Ramifications -- Big Data: Time for a New Data Architecture -- Introducing Big Data Technologies -- Apache Hadoop -- Hadoop MapReduce -- Apache Hive -- Apache HBase -- Pig -- New Analytic Tools -- New Analytic Algorithms -- Bringing Big Data into the Traditional Data Warehouse World -- Data Enrichment: Think ELT, Not ETL -- Data Federation: Query is the New ETL -- Data Modeling: Schema on Read -- Hadoop: Next Gen Data Staging and Prep Area -- MPP Architectures: Accelerate Your Data Warehouse -- In-database Analytics: Bring the Analytics to the Data -- Cloud Computing: Providing Big Data Computational Power -- Summary -- Chapter 12 Launching Your Big Data Journey -- Explosive Data Growth Drives Business Opportunities -- Traditional Technologies and Approaches Are Insufficient -- The Big Data Business Model Maturity Index -- Driving Business and IT Stakeholder Collaboration -- Operationalizing Big Data Insights -- Big Data Powers the Value Creation Process -- Summary -- Chapter 13 Call to Action -- Identify Your Organization's Key Business Initiatives -- Start with Business and IT Stakeholder Collaboration.

Formalize Your Envisioning Process -- Leverage Mockups to Fuel the Creative Process -- Understand Your Technology and Architectural Options -- Build off Your Existing Internal Business Processes -- Uncover New Monetization Opportunities -- Understand the Organizational Ramifications -- Index.