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雷达卡
DOI 10.1007/978-3-319-10665-6
Library of Congress Control Number: 2014958989
Springer Cham Heidelberg New York Dordrecht London
© Springer International Publishing Switzerland 2015
Contents
Part I Strategy
1 Big Data and Analytics for Competitive Advantage ....3
1.1 Introduction ....... 3
1.2 Competitive Advantage Definition: Old and New Notions ... 4
1.2.1 From Sustainable to Dynamic .......5
1.2.2 From Company Effects to Network Success..... 6
1.3 The Role of Big Data on Gaining Dynamic
Competitive Advantage ........ 6
1.3.1 Big Data Driven Target Marketing ...... 6
1.3.2 Design-Driven Innovation .... 8
1.3.3 Crowd Innovation....... 9
1.4 Big Data Driven Business Models .... 10
1.5 Organizational Challenges ....... 11
1.5.1 Skill Set Shortages ......12
1.5.2 Cultural Barriers.......12
1.5.3 Processes and Structures ....13
1.5.4 Technology Maturity Levels ........ 13
1.5.5 Organizational Advantages and Opportunities .... 13
1.6 Case Studies ......14
1.7 Recommendations for Organizations ...17
1.7.1 Ask the Right Questions ....17
1.7.2 Look Out for Complementary Game
Changing Innovations .....18
1.7.3 Develop Sound Scenarios .... 18
1.7.4 Prepare Your Culture .....18
1.7.5 Prepare to Change Processes and Structure ..... 19
1.8 Summary........ 19
References ....20
xix
2 Big Data and Analytics for Government Innovation....23
2.1 Introduction ....... 23
2.1.1 New Notions of Public Service:
Towards a Prosumer Era? .... 24
2.1.2 Online Direct Democracy .... 25
2.1.3 Megacities’ Global Competition ....... 25
2.2 Public Service Advantages and Opportunities.....26
2.2.1 New Sources of Information: Crowdsourcing ....26
2.2.2 New Sources of Information:
Internet of Things (IoTs) ....27
2.2.3 Public Talent in Use ...... 29
2.2.4 Private–Public Partnerships ...31
2.2.5 Government Cloud Data ....31
2.2.6 Value for Money in Public Service Delivery ....32
2.3 Governmental Challenges ....... 33
2.3.1 Data Ownership .......33
2.3.2 Data Quality ...34
2.3.3 Privacy, Civil Liberties and Equality.....34
2.3.4 Talent Recruitment Issues .... 35
2.4 Case Studies ......36
2.5 Recommendations for Organizations ...39
2.5.1 Smart City Readiness .....39
2.5.2 Learn to Collaborate ...... 40
2.5.3 Civic Education and Online Democracy .... 41
2.5.4 Legal Framework Development ....... 41
2.6 Summary........ 42
References ....42
3 Big Data and Education: Massive Digital Education Systems ... 47
3.1 Introduction ....... 47
3.1.1 From Institutionalized Education to MOOCs ....49
3.2 MOOC Educational Model Clusters ...51
3.2.1 University-Led MOOCs ....51
3.2.2 Peer-to-Peer MOOCs .....52
3.3 The Role of Big Data and Analytics ...54
3.4 Institutional Advantages and Opportunities from MOOCs ... 55
3.5 Institutional Challenges from MOOCs........ 57
3.6 Case Studies ......60
3.7 Recommendations for Institutions ....62
3.8 Summary........ 62
References ....63
xx Contents
4 Big Data Driven Business Models ...... 65
4.1 Introduction ....... 65
4.2 Implications of Big Data for Customer Segmentation ....69
4.3 Implications of Big Data as a Value Proposition .... 69
4.4 Implications of Big Data for Channels .......70
4.5 The Impact of Big Data on Customer Relationships ..... 71
4.6 The Impact of Big Data on Revenue Stream .....72
4.7 The Impact of Big Data on Key Resources
and Key Activities ....73
4.8 The Impact of Big Data on Key Partnerships .....74
4.9 The Impact of Big Data on Cost Structures ...... 75
4.10 Organizational Advantages and Opportunities ..... 76
4.11 Organizational Challenges and Threats .......77
4.11.1 Creativity and Innovation Capability Deficit ....77
4.11.2 Interrogating Big Data ..... 77
4.11.3 Plug and Play Architectures ...78
4.12 Summary........ 78
References ....79
Part II Organization
5 Big Data Governance .....83
5.1 Introduction to Big Data Governance ........ 83
5.1.1 Big Data Types .......85
5.1.2 Information Governance Disciplines .....87
5.1.3 Industries and Functions ....90
5.2 Big Data Maturity Models....... 91
5.2.1 TDWI Maturity Model ..... 91
5.2.2 Analytics Business Maturity Model .....93
5.2.3 DataFlux Data Governance Maturity Model..... 94
5.2.4 Gartner Maturity Model ....95
5.2.5 IBM Data Governance Maturity Model ....96
5.3 Organizational Challenges Inherent with Governing
Big Data ........ 97
5.4 Organizational Benefits of Governing Big Data ....99
5.5 Case Studies ......100
5.6 Recommendations for Organizations ...101
5.7 Summary........ 102
References ....103
6 Big Data and Digital Business Evaluation ........ 105
6.1 Introduction ....... 105
6.2 Digital Business Evaluation Using Big Data .....106
Contents xxi
6.3 Organizational Advantages and Opportunities ..... 108
6.3.1 Customer Value Proposition ........ 109
6.3.2 Customer Segmentation..... 110
6.3.3 Channels ..... 111
6.3.4 Customer Relationship ..... 111
6.4 Organizational Challenges ....... 113
6.4.1 Key Resources ........ 113
6.4.2 Privacy and Security ...... 114
6.4.3 Cost Structure ........ 115
6.5 Cases Studies......116
6.6 Recommendations for Organizations ...121
6.6.1 Hardware ....121
6.6.2 Software ..... 122
6.7 Summary........ 122
References ....122
7 Managing Change for Big Data Driven Innovation ....125
7.1 Introduction: Big Data—The Innovation Driver ....125
7.2 Big Data—The Key Innovative Techniques ...... 126
7.2.1 Integration of Data Platforms ........ 127
7.2.2 Testing Through Experimentation ......128
7.2.3 Real-Time Customization .... 128
7.2.4 Generating Data-Driven Models ....... 128
7.2.5 Algorithmic and Automated-Controlled Analysis ... 129
7.3 Big Data: Influence on C-Level Innovative Decision Process .. 129
7.3.1 Stimulating Competitive Edge .......130
7.3.2 Predictive Analytics: Data Used to Drive Innovation.. 130
7.4 The Impact of Big Data on Organizational Change...132
7.4.1 An Incentivized Approach .... 133
7.4.2 Creating a Centralized Organizational ‘Home’ .... 133
7.4.3 Implementing the Changes—First Steps .... 135
7.5 Methodologies for Big Data Innovation.......135
7.5.1 Extending Products to Generate Data ..... 135
7.5.2 Digitizing Assets ....... 135
7.5.3 Trading Data ...136
7.5.4 Forming a Distinctive Service Capability.... 136
7.6 New Big Data Tools to Drive Innovation ......137
7.6.1 The Hadoop Platform .....137
7.6.2 1010DATA Cloud Analytics ........ 137
7.6.3 Actian Analytics.......138
7.6.4 Cloudera ..... 138
7.7 Models of Big Data Change ...... 139
7.7.1 Big Data Business Model .... 139
7.7.2 The Maturity Phases of Big Data Business Model ..139
7.7.3 Examples of the Business Metamorphosis Phase ... 142
xxii Contents
7.8 Big Data Change Key Issues ...... 143
7.8.1 Storage Issues ........ 143
7.8.2 Management Issues......144
7.8.3 Processing and Analytics Issues ....... 144
7.9 Organizational Challenges ....... 145
7.9.1 Data Acquisition ....... 145
7.9.2 Information Extraction ..... 146
7.9.3 Data Integration, Aggregation, and Representation ..146
7.10 Case Studies ......147
7.11 Recommendation for Business Organizations .....149
7.12 Summary........ 150
References ....150
Part III Innovation Practices
8 Big Data and Analytics Innovation Practices ....... 157
8.1 Introduction ....... 157
8.2 Sociometric Solution.... 158
8.2.1 Developer ....158
8.2.2 Applications ...159
8.3 Invenio ...160
8.3.1 Developer ....160
8.3.2 Applications ...161
8.4 Evolv .... 161
8.4.1 Developer ....162
8.4.2 Applications ...163
8.5 Essentia Analytics ....163
8.5.1 Developer ....164
8.5.2 Applications ...164
8.6 Ayasdi Core ......165
8.6.1 Developer ....165
8.6.2 Applications ...166
8.7 Cogito Dialog ...... 167
8.7.1 Developer ....167
8.7.2 Applications ...168
8.8 Tracx .... 168
8.8.1 Developer ....169
8.8.2 Applications ...169
8.9 Kahuna ...170
8.9.1 Developer ....170
8.9.2 Applications ...171
Contents xxiii
8.10 RetailNext .......172
8.10.1 Developer ....172
8.10.2 Applications ...173
8.11 Evrythng ........ 173
8.11.1 Developer ....173
8.11.2 Applications ...174
8.12 Summary........ 175
References ....175
9 Conclusion....177
9.1 Building the Big Data Intelligence Agenda ...... 177
References ....180
Index .......181
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