Analytics for Competitive

Advantage
Mukund G Kallapur, Mtech
Guest Faculty, BITS Pilani
Contents
• Course Contents

• Expectations from the Course

• Story time !!

• Today’s Agenda

• Summary

• Assignment !!

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Course Contents
• Every Business now a Data • Data into Insights
Business • Technology and Data
• Strategic Data Needs Infrastructure
• Data to Improve decisions • Data Competencies in your Org
• Value of Business Analytics (BA) • Data Governance
• Communicating about BA, • Data Monetization
sourcing and collecting Data • Executing and Revising your Data
• Types of Data Strategy
• Data to improve Operations
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Expectations from the Course

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Story Time !!!

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Analytics for Competitive Advantage

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Today’s Agenda
• Why every business is now a data business

• The astonishing growth of big data and the Internet of Things

• A brave new (data-driven) world

• Are we nearing artificial intelligence?

• How data is revolutionizing the world of business

• Every business must become a data business

• How Data Analytics Is Shaping What You Watch – Wharton Case Study.

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 7

Data, Data &

Data !!!

Analytics for Competitive Advantage 1/9/21

Big Data & IoT
• More than 4.5B using the Internet.

• Social Media Users have passed the 3.8B Mark.

• 90% of the world’s data was created in the last 2 years.

• 33 ZB of data generated in 2018 !!!

• ZB – Zettabyte !!
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 Data
Measurement
Chart

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Source - 2019

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Reason ?

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Number Crunchers !!
• 40K searches per second – Google

• 3.5B searches per day !!

• 1.5M users active on FB

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Digital Trail
• No more paper trail !!
• Online Browsing
• E-Commerce
• Credit/Debit Card Payments
• E-Wallets
• Email
• Messaging Services

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Elephant in the Room !!!
• BIG Data !!!!
• Data – is not new.
• Exists from time immemorial.
• Computers – Spreadsheets and Databases.
• This data is organized neatly into rows and columns - Structured
• Today’s Data – Unstructured !!

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Structured Data

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Unstructured Data

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Data Driven World !!
• Any action we perform on the internet leaves a trail albeit digital one.
• Google, Facebook, Amazon !
• Internet Service Providers keep track of all our web traffic
• Law Enforcement Agencies
• Insurance Agencies
• Supermarkets

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Case Study # 1 - RETAIL
• TARGET

• Sent offers on baby products to a Teen !!!

• They maintain the history of the things we buy. Then an algorithm is run which checks
for a pattern.

• Based on various patterns, a baby prediction score is assigned to the customer.

• With the help of that score, Target predicts that the customer is due and also can
predict the due date and even gender !!!
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Case Study # 2 - POLITICS
• Big data to gather information on demographics of Maps.
• Issues most relevant to the voters, target certain voter segments.
• Data gathered from external sources as well such as Social Media.
• Internally they had Registration Data, public records etc.
• Used by Barack Obama in 2012 which can be called “The First Big
Data Election”.

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Case Study # 3 – DAIRY FARMING
• Chitale Dairy – Maharashtra, India

• Precision Dairy Farming

• RFID Tags and Sensors

• Cows to Cloud Strategy

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Other Domains
• Space Research

• Healthcare

• Entertainment

• Sports

• Agriculture and many more !!!

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Just Baby Steps !!!
• Tip of the iceberg. It will only grow in one direction !

• Data is gathered easily and seamlessly.

• Technological advancements.

• Accurate predictions and also a paradigm shift towards Prescriptive

Analytics.

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Why ?
• IoT – Internet of Things or
• IoE – Internet of Everything
• Collect and Transmit
• Smart devices – wearables, homes, cars.
• Smart Homes
• Self Driven Cars – Google, Tesla
• AI Powered Cars – MG, Volkswagen
• Connected Devices – Machine to Machine Connections !!!

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 Machine to
Machine
Example

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 Are we
nearing…

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Artificial Intelligence
• Complete AI ? Are we there ?
• Cognitive Computing
• Cognitive computing is the use of computerized models to simulate
the human thought process in complex situations where the answers
may be ambiguous and uncertain.
• Mimic how our Brain works !!
• Example of a Cognitive System – IBM’s Watson

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Case Study # 4 – IBM’s Watson
• It learns as it processes information.

• More data leads to more learning and more accuracy.

• Can be used in an array of fields.

• Other examples include Hilton’s Connie – a concierge robot, Shangri La’s Jeno &
Jena, Aloft’s ALO, Crowne Plaza’s Dash and many more !!

• Chatbots, Virtual Assistants.

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 Cognitive Computing
• Machine Learning and Deep Learning

• Google’s Voice Recognition

• Natural Language Processing – Computers to

communicate with Humans.

• Self Driving Cars, Photo Tagging in FB etc.

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So complete AI ?
• Not yet !!

• Computers will never be able to think like a Human brain.

• But, they are learning at an incredible rate.

• Affective Computing – can be a path breaker.

• Uses facial recognition(expressions), speech, posture, gesture etc.

• Already put to use by BBC, Disney, Coca-Cola by partnering with Affectiva.

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Case Study #5 – Detect Drowsy
Drivers
• Detect drivers who are feeling sleepy and alert them.

• Uses advanced techniques such as Deep Learning, OpenCV etc.

• Driver will be connected to a live feed with a Cam monitoring him.

• Based on the position of his eyes, the algorithm will detect whether he is feeling
asleep and an alarm will be sounded.

• Affectiva working with a Japanese car company to create this in-car technology to
determine whether a driver is drowsy or is distracted.
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Humans vs Computers
• These machines will never really be emotional.

• Stage where machines are responding !!

• It’s just the Beginning !!

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Data and Business – A Revolution !
• Key uses of data in Business.

• 3 core areas

• Improvement in Decision Making

• Improving Operations

• Monetization of Data
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Decision Making
• How big data enables businesses in Decision Making ?

• Insights into the minds of Customers !!

• What ? How ? Feedback

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Case Study #6 – Box Office
Predictions
• Problem: How will be the collections for the next movie ?

• Solution:
• Guesswork ! Instincts !!
• Big Data Analytics
• Social Media Data feeds from various sources
• Sentiment Analysis

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Case Study Contd…
• How the public thinks of a particular movie

• Enables understand the efficacy or the effectiveness of the marketing

efforts.

• Additional insights to the studios to take go/no-go decisions on topics

such as distribution, marketing efforts and so on.

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Operations
• Improvement in Operations as well as increased efficiencies.

• Can be used in any type of business and in many departments.

• Examples – Delivery route optimization, track machine performance

etc.

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Operations
• Sensors !!

• Can be used for many purposes such as employee movement

tracking, stress level monitoring etc.

• IoT – A major game changer.

• IoT doesn’t necessarily mean only the Smart devices, instead it is

about Sensors.
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Operations
• Using these Sensors, a business can collect data and then send it back
to the cloud for analysis.

• Example – sensor can be attached to the bottom of a plate in an

organization to track the food wastage.

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 Sensors – In Pictures

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Case Study #7 – UBER
• Supply Optimization at Uber.

• Anticipate demand patterns, place driver partners across hubs.

• The aim is to plug the Supply-Demand gap, reduce the waiting times
for Customers and increase overall efficiency.

• Search Surge !!

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Monetization
• Generating Money from Data.

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Case Study #8 – John Deere

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Case Study #8 – John Deere
• Sensors

• How the equipment is used, predict and diagnose breakdowns.

• Farmers – Access to data on when to plant, where, best patterns for ploughing etc.

• Precision Agriculture

• Sensors in machines as well as Soil.

• Agronomic or Crop management data, Machine operation data and data from externa sources
such as Weather prediction data, commodity pricing etc.

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Big Data Applications
• Supply Chain Management

• Inventory Management

• Forecasting

• Transportation Logistics

• Retail – Online and Offline

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Summary
• Today, data is everywhere and we are pumping huge amounts of data.

• IoT, Sensors, high speed internet have revolutionized and are mainly
responsible for so much of data.

• Each and every organization will be benefitted if they use data in an

insightful manner.

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Assignment
• Go through the Wharton Case Study on Netflix.
• http://knowledge.wharton.upenn.edu/article/how-data-analytics-is-s
haping-what-you-watch/

• A word document containing the questions will be shared in Canvas.

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Case Study Articles
• https://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-fig
ured-out-a-teen-girl-was-pregnant-before-her-father-did/?sh=683aa6
5a6668

• https://www.socialbenchers.com/big-data-driven-political-campaign-s
trategies-with-real-case-studies

• https://theaims.ac.in/resources/vote-for-analytics-how-predictive-ana
lytics-impacts-elections.html

• https://digital.hbs.edu/platform-digit/submission/farm-to-data-table-j
ohn-deere-and-data-in-precision-agriculture/
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Case Study Articles
• https://techcrunch.com/2015/11/03/how-rfid-delivers-big-data-on-cows-
and-milk-production/

• https://www.pyimagesearch.com/2017/05/08/drowsiness-detection-ope
ncv/

• https://biznology.com/2012/12/case-studies-big-data-better-decisions/

• https://www.upgrad.com/blog/how-uber-uses-data-analytics-for-supply-p
ositioning-and-segmentation/
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Interesting Reads
• https://datareportal.com/reports/digital-2020-global-digital-overview

• https://www.bernardmarr.com/default.asp?contentID=1846

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Books to refer

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Books to refer

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 Any Questions ??

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 Thank you

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