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Digital Exhaust: What Everyone Should Know About Big Data, Digitization and Digitally Driven Innovation
- By Dale Neef
- Published Nov 5, 2014 by Pearson FT Press. Part of the FT Press Analytics series.
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Description
- Copyright 2015
- Dimensions: 6" x 9"
- Edition: 1st
- eBook
- ISBN-10: 0-13-383833-1
- ISBN-13: 978-0-13-383833-6
Will "Big Data" supercharge the economy, tyrannize us, or both? Data Exhaust is the definitive primer for everyone who wants to understand all the implications of Big Data, digitally driven innovation, and the accelerating Internet Economy. Renowned digital expert Dale Neef clearly explains:
- What Big Data really is, and what's new and different about it
- How Big Data works, and what you need to know about Big Data technologies
- Where the data is coming from: how Big Data integrates sources ranging from social media to machine sensors, smartphones to financial transactions
- How companies use Big Data analytics to gain a more nuanced, accurate picture of their customers, their own performance, and the newest trends
- How governments and individual citizens can also benefit from Big Data
- How to overcome obstacles to success with Big Data – including poor data that can magnify human error
- A realistic assessment of Big Data threats to employment and personal privacy, now and in the future
Neef places the Big Data phenomenon where it belongs: in the context of the broader global shift to the Internet economy, with all that implies. By doing so, he helps businesses plan Big Data strategy more effectively – and helps citizens and policymakers identify sensible policies for preventing its misuse.
By conservative estimate, the global Big Data market will soar past $50 billion by 2018. But those direct expenses represent just the "tip of the iceberg" when it comes to Big Data's impact. Big Data is now of acute strategic interest for every organization that aims to succeed – and it is equally important to everyone else. Whoever you are, Data Exhaust tells you exactly what you need to know about Big Data – and what to do about it, too.
Sample Content
Table of Contents
Introduction ix
Chapter 1: The Big Data Big Bang 1
Key Chapter Points 1
The Big Data Ecosystem 3
The Defining Features of Big Data 8
The Four Key Benefits of Big Data 15
Lost in the Big Data Universe 24
Big Data Without Borders 26
Chapter 2: Big Data and the Battle for Control of the Consumer Internet 29
Key Chapter Points 29
Power to the People: The Democratization of Technology 31
The Emergence of the Internet Tech Giants 34
Much More to Play For: The Battle for Control of the Consumer Internet 39
User Data and the Faustian Bargain 40
Chapter 3: The Battle for the Internet Gateway into the Television 45
Key Chapter Points 45
Everything Is Moving Online 47
Watching Your TV Watching You 53
Chapter 4: The Battle for the Gateway into the Mobile Internet 55
Key Chapter Points 55
M-Commerce 57
The App Economy 61
From AppMen to AdMen 63
Apps and Ads Everywhere 67
Chapter 5: From Social Media to Digital Advertising Markets and Exchanges 69
Key Chapter Points 69
The Evolution of Electronic Advertising 70
The Social Media and Messaging Rivalry for Digital Advertising Revenue 72
Chapter 6: The Global Battle for the Consumer Internet 85
Key Chapter Points 85
The Global Internet Explosion 86
East Meets West 89
Chapter 7: The Industrial Internet and the Internet of Things 93
Key Chapter Points 93
Smart Parts and the Industrial Internet 94
The Internet of Things 100
Breaking and Entering 113
Chapter 8: The Data Collectors 117
Key Chapter Points 117
The Wellsprings of Consumer Data Collection 118
Credit Agencies, Data Brokers, and Information Resellers 120
Internet Technology Companies 124
Big Data and Bricks-and-Mortar Retailers 139
The Invisible Data Trackers 147
Adding Customer Profiles from Company Enterprise Systems 152
The Big Data Collection Universe 153
Chapter 9: Big Data Technologies 157
Key Chapter Points 157
Data Basics 158
ERP and Big Data 161
A Parallel Universe 168
What Is NoSQL? 170
What Is Hadoop? 171
All the Data, All the Time 178
The Cloud 182
Chapter 10: Doing Business in a Big Data World 187
Key Chapter Points 187
Big Data Projects 189
Who Wants Big Data Projects? 192
Big Data Strategy Considerations 194
Architectural Strategy Considerations 196
Big Data Skills Considerations 202
Organizational Considerations of Big Data 205
Big Data Governance and Security Considerations 207
Chapter 11: Living in a Big Data World 215
Key Chapter Points 215
Data Theft and Fraud: Data Raiding and Hacktivism 219
Crimes and Misdemeanors 220
The Re-Anonymizing Debate 223
Spies Like Us 227
Not So Straightforward 234
US Law and Big Data 241
International Relations 245
Bibliography 251
Endnotes 273
Index 301
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