Dr. Thomas Keil
16. December 2014 0
Digitization

Big data analytics: more culture change than real use case

If there was ONE big data use case just right for a particular industry or enterprise and SAS had it, you can be sure that we would be selling it. Sometimes this situation arises, when we have come up with such a use case in a joint project conducted with a customer somewhere around the world. But in most instances these use cases are unique and not easily realized in other situations: Every country, every industry and every enterprise is different and has special needs.

Big data analytics can be seen as a different way of thinking: The main focus is on data, which is explored and computed in ways that lead to new relationships that reveal information that can be used productively. This is not a matter of optimizing existing processes incrementally – it’s all about new business models that are possible thanks to new technologies and masses of data.

Here’s an example.

Telecommunication providers operate expensive and complex networks. This requires a high density of UMTS transmitter towers that must be built, operated and maintained. Of course, there are routines and procedures that can optimize all of this. Analytics can and do play a major role as well.

Furthermore, these transmitter towers can also identify which cell phones are using the network. This information, for example, could indicate how many premium smartphones are being used in a particular area or region, thus telling the network provider that a high-performance data network is required for this area. And that would enable the provider to precisely manage and optimize the network, and to make key investment decisions with more certainty.
The next step would involve monitoring the service quality of one’s own network and the quality offered by competitors. This could be done by testing connectivity in a specific region using a group of identical cell phones to gather data about the network status. Of course, this data must be evaluated as quickly as possible. Details about a weak network are virtually useless if it takes weeks or even months to get them. The actual situation in the field can change very quickly in today’s dynamic markets. Visual data exploration with SAS Visual Analytics can help in such cases, enabling experts to gather relevant information very fast.

The Clou of Big Data

The big highlight of big data is that creative moment when huge amounts of data suddenly lead to surprising new findings. But let’s get back to the transmitter towers. Depending on weather conditions, these towers require varying degrees of capacity. By gathering data about these slight fluctuations (this is possible, but it is not being done today), all of these towers could also function as a broad network of weather stations – they could provide additional data for predicting storms or floods. Just imagine – cell phone transmitters as weather stations! Right now there is no process for this, no one is responsible for it, and there is no marketing engine to push it. It’s just an idea and a gut feeling that says: “This could be worthwhile.”

Big data analytics is more like culture change than a real use case.

Dr. Thomas Keil

Big – Digital – New
Your digital “place to go” in case of Big Data Analytics SAS.com

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