Data science news

Looking at the Big Picture: How Big Data Gets Personal 

Industries from tech­no­logy to ad­vert­ising, health­care to gov­ern­ment are abuzz about the abil­ity to draw new in­sights from their data. As com­puter pro­cessing power has in­creased and the price of data stor­age has fallen, huge pools of data can now be cap­tured, ana­lyzed and paired with oth­er sets of data from still more sources.

In the health­care in­dustry, vast pools of data can be used to de­velop new drugs, dia­gnostics or pro­to­cols. It can also of­fer re­search­ers and clini­cians the abil­ity to tail­or ex­ist­ing treat­ments to in­di­vidu­als based on the ge­net­ic com­pon­ents of their con­di­tion.

“We try and lever­age very, very large-scale data of very, very deep com­plex­ity to probe ques­tions about how bio­logy works and that can be used to help pa­tients,” said Andrew Kasarskis, co-director of Mount Sinai’sInstitute for Genomics and Multi scale Biology.

Big Data Holds Big Promise for Government 

Scientists in Singapore, are de­vel­op­ing soft­ware to turn cit­ies in­to “real-time con­trol sys­tems” that com­bines all sorts of data feeds like in­form­a­tion about rain­fall and the loc­a­tion of tax­is so the gov­ern­ment can match the de­mand and the sup­ply of tax­is in spe­cific weather con­di­tions, par­tic­u­larly when it rains – a com­mon oc­cur­rence in Singapore.

Furthermore, the Centre for Advanced Spatial Analysis (CASA) at University College London is com­bin­ing data from London’s Oyster cards, used to pay for pub­lic trans­port and Twitter mes­sages. Tube-travel pat­terns are reg­u­lar: people who en­ter the sys­tem at one sta­tion tend to leave it at a par­tic­u­lar oth­er one.Twitter mes­sages re­veal a city’s struc­ture and its activ­ity.

Immersive Visualization: The Future of Data Presentation

The goal of data visu­al­iz­a­tion is more than simply con­vey­ing in­form­a­tion. Spreadsheets and Word doc­u­ments can per­form that same func­tion in tightly or­gan­ized columns. But visu­al­iz­a­tion al­lows us to draw lines between data points like a con­stel­la­tion and present the view­er with a fully-formed con­cept in a way that rows and columns can­not. If we take it a step fur­ther, we can even use visu­al­iz­a­tion to cre­ate a fully in­ter­act­ive ex­per­i­ence.

Call to ac­tion: how to make the most of big travel data 

Travel com­pan­ies can use data ana­lyt­ics to cre­ate com­pet­it­ive ad­vant­age.

Travel com­pan­ies are tak­ing a closer look at form­al data man­age­ment strategies in or­der to de­rive more value from data as­sets. Data ana­lyt­ics is an in­ter­est­ing pro­spect for the travel sec­tor as so many data streams can be com­bined.

Predictive sports ana­lyt­ics put in play for Wimbledon, Formula One 

Here’s a safe sport­ing bet: take any room­ful of fans of, say, crick­et or base­ball, and you can guar­an­tee that there will be at least one per­son there with an en­cyc­lo­pedic know­ledge of the sport’s his­tory, in­clud­ing play­ers’ highest scores, bat­ting av­er­ages and strike rates. There’s some­thing about sport that at­tracts the an­or­aks. But here’s an­other sure-fire bet: know­ing about past per­form­ance is about to be­come old hat. The smart money now is on us­ing data to pre­dict fu­ture sport­ing out­comes. Sports ana­lyt­ics prom­ises to be the bookmaker’s wor­st night­mare.

Advanced data visu­al­iz­a­tion – a crit­ic­al BI com­pon­ent 

As you ven­ture down the ADV road, Forrester re­com­mends pay­ing at least equal (if not more) at­ten­tion to ADV be­st prac­tices as you do to tech­no­logy. Forrester has iden­ti­fied mul­tiple such prac­tices in­clud­ing screen lay­outs, data-to-ink ra­tios, ap­pro­pri­ate use of text and la­bels, us­ing sim­il­ar se­quen­cing of ob­jects, us­ing par­al­lel scales, min­im­iz­ing the use of col­or, show­ing caus­al­ity, and many more.

Read more about ADV re­search and re­mem­ber: a pic­ture speaks a thou­sand words!

Big Data Is The Future Of Marketing

Welcome to the era of per­form­ance brand mar­ket­ing where meas­ure­ment of so­cial en­gage­ment us­ing big data will trans­form the way brand mar­keters view the in­ter­net.

Big data ana­lyt­ics fi­nally al­lows mar­keters to identi­fy, meas­ure, and man­age what is pos­it­ively im­pact­ing their brand. Social me­dia activ­ity har­ves­ted from the en­tire open so­cial web with tech­no­lo­gies like Hadoop, Cassandra, Mahout and Pig com­bined with ad­vanced ana­lyt­ic tech­niques like nat­ur­al lan­guage pro­cessing, se­mantic ana­lys­is, ma­chine learn­ing, and cluster ana­lys­is can re­veal the true con­sequences of mar­ket­ing ac­tions on­line.

These de­vel­op­ments en­able a whole new world of brand meas­ure­ment for di­git­al mar­keters. Unlike most ap­proaches to web ana­lyt­ics that can only at­trib­ute dir­ectly meas­ur­able con­sumer ac­tion, big data ana­lys­is of so­cial per­form­ance of­fers cam­paign data that cor­rel­ates with im­pact on brand. For ex­ample, in Super Bowl XLVI anlysts used big data to ana­lyze the ac­tu­al en­gage­ment of all the Super Bowl ads dur­ing the game. The tra­di­tion­al meas­ure provided by USA Today AdMeter sug­ges­ted that Coca-Cola had done rather poorly, yet when ex­amined the ac­tu­al levels of con­sumer re­spon­se and en­gage­ment Coca-Cola’s was top of the charts.

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