Digital Exhaust

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.

Auteur

Dale Neef is a businessman, consultant, speaker, and author specializing in "Big Data" management issues and electronic monitoring and reporting technologies. He has been a technical consultant for the Asian Development Bank, has worked for IBM and Computer Sciences Corporation, and was a fellow at Ernst & Young's Center for Business Innovation. A frequent contributor to journals, and a regular speaker at technology conferences, he earned his doctorate from Cambridge University, was a research fellow at Harvard, and has written or edited eight books on the economics of knowledge and data management and the use of information technology to mitigate risk.

Contenu

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