Big Data, Big Analytics: Emerging Business Intelligence and Analytic Trends for Today's Businesses -- Copyright -- Contents -- Foreword -- Preface -- Acknowledgments -- Chapter 1: What Is Big Data and Why Is It Important? -- A Flood of Mythic "Start-Up" Proportions -- Big Data Is More Than Merely Big -- Why Now? -- A Convergence of Key Trends -- Relatively Speaking . . . -- A Wider Variety of Data -- The Expanding Universe of Unstructured Data -- Setting the Tone at the Top -- Notes -- Chapter 2: Industry Examples of Big Data -- Digital Marketing and the Non-line World -- Don't Abdicate Relationships -- Is IT Losing Control of Web Analytics? -- Database Marketers, Pioneers of Big Data -- Big Data and the New School of Marketing -- Consumers Have Changed. So Must Marketers. -- The Right Approach: Cross-Channel Lifecycle Marketing -- Social and Affiliate Marketing -- Empowering Marketing with Social Intelligence -- Fraud and Big Data -- Risk and Big Data -- Credit Risk Management -- Big Data and Algorithmic Trading -- Crunching Through Complex Interrelated Data -- Intraday Risk Analytics, a Constant Flow of Big Data -- Calculating Risk in Marketing -- Other Industries Benefit from Financial Services' Risk Experience -- Big Data and Advances in Health Care -- "Disruptive Analytics" -- A Holistic Value Proposition -- BI Is Not Data Science -- Pioneering New Frontiers in Medicine -- Advertising and Big Data: From Papyrus to Seeing Somebody -- Big Data Feeds the Modern-Day Donald Draper -- Reach, Resonance, and Reaction -- The Need to Act Quickly (Real-Time When Possible) -- Measurement Can Be Tricky -- Content Delivery Matters Too -- Optimization and Marketing Mixed Modeling -- Beard's Take on the Three Big Data Vs in Advertising -- Using Consumer Products as a Doorway -- Notes -- Chapter 3: Big Data Technology.

The Elephant in the Room: Hadoop's Parallel World -- Old vs. New Approaches -- Data Discovery: Work the Way People's Minds Work -- Open-Source Technology for Big Data Analytics -- The Cloud and Big Data -- Predictive Analytics Moves into the Limelight -- Software as a Service BI -- Mobile Business Intelligence is Going Mainstream -- Ease of Mobile Application Deployment -- Crowdsourcing Analytics -- Inter- and Trans-Firewall Analytics -- R&D Approach Helps Adopt New Technology -- Adding Big Data Technology into the Mix -- Big Data Technology Terms -- Data Size 101 -- Notes -- Chapter 4: Information Management -- The Big Data Foundation -- Big Data Computing Platforms (or Computing Platforms That Handle the Big Data Analytics Tsunami) -- Big Data Computation -- More on Big Data Storage -- Big Data Computational Limitations -- Big Data Emerging Technologies -- Chapter 5: Business Analytics -- The Last Mile in Data Analysis -- Geospatial Intelligence Will Make Your Life Better -- Listening: Is It Signal or Noise? -- Consumption of Analytics -- From Creation to Consumption -- Visualizing: How to Make It Consumable? -- Organizations Are Using Data Visualization as a Way to Take Immediate Action -- Moving from Sampling to Using All the Data -- Thinking Outside the Box -- 360° Modeling -- Need for Speed -- Let's Get Scrappy -- What Technology Is Available? -- Moving from Beyond the Tools to Analytic Applications -- Notes -- Chapter 6: The People Part of the Equation -- Rise of the Data Scientist -- Learning over Knowing -- Agility -- Scale and Convergence -- Multidisciplinary Talent -- Innovation -- Cost Effectiveness -- Using Deep Math, Science, and Computer Science -- The 90/10 Rule and Critical Thinking -- Analytic Talent and Executive Buy-in -- Developing Decision Sciences Talent -- Holistic View of Analytics -- Creating Talent for Decision Sciences.

Creating a Culture That Nurtures Decision Sciences Talent -- Setting Up the Right Organizational Structure for Institutionalizing Analytics -- Chapter 7: Data Privacy and Ethics -- The Privacy Landscape -- The Great Data Grab Isn't New -- Preferences, Personalization, and Relationships -- Rights and Responsibility -- Playing in a Global Sandbox -- Conscientious and Conscious Responsibility -- Privacy May Be the Wrong Focus -- Can Data Be Anonymized? -- Balancing for Counterintelligence -- Now What? -- Notes -- Conclusion -- Recommended Resources -- Books -- Blogs and Websites -- LinkedIn Groups -- Conferences and Tradeshows -- About the Authors -- Index.