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www.johngirard.net john@johngirard.net1
John	
  P.	
  Girard,	
  Ph.D.
https://www.youtube.com/watch?v=QL1dQuK5Wsg
www.johngirard.net john@johngirard.net2
Technology,	
  Leadership,	
  and	
  Culture
Defending	
  Knowledge	
  Management
www.johngirard.net john@johngirard.net3
Big	
  Data	
  =	
  KM	
  by	
  another	
  name?
Big	
  Data	
  is	
  Everywhere
www.johngirard.net john@johngirard.net4
Is	
  Big	
  Data	
  New?
www.google.com/trends/
Teradata,  1991
(Osco  Drug)
www.tinyurl.com/GirardBD
Prairie	
  Business	
  Magazine,	
   7(1)	
  -­‐‑ 2008	
  	
  
Is	
  data	
  mining	
  
synonymous	
  with	
  
Big	
  Data?
No.	
  	
  Big	
  Data	
  is	
  the	
  data	
  
set	
  (or	
  asset).	
  
Data	
  mining	
  is	
  the	
  
process (or	
  handler).
www.johngirard.net john@johngirard.net5
The	
  History	
  of	
  Big	
  Data
Information	
  Overload
Information	
  overload	
  
occurs	
  when	
  the	
  amount	
  of	
  
input	
  to	
  a	
  system	
  exceeds	
  
its	
  processing	
  capacity.
(Speier et	
  al,	
  1999)
Information	
  Overload
Information	
  overload	
  is	
  that	
  
state	
  in	
  which	
  available,	
  
and	
  potentially	
  useful,	
  
information	
  is	
  a	
  hindrance	
  
rather	
  than	
  a	
  help.
(Bawden,	
  2001)
Personal	
  Information	
  Overload
A	
  perception on	
  the	
  part	
  of	
  the	
  individual	
  
(or	
  observers	
  of	
  that	
  person)	
  that	
  the	
  flow	
  
of	
  information	
  associated	
  with	
  work	
  tasks	
  
is	
  greater	
  than	
  can	
  be	
  managed	
  
effectively.	
  (Wilson,	
  2001)
Organizational	
  Information	
  Overload
A	
  situation	
  in	
  which	
  the	
  extent	
  of	
  
perceived information	
  overload	
  is	
  
sufficiently	
  widespread	
  within	
  an	
  
organization	
  as	
  to	
  reduce	
  the	
  overall	
  
effectiveness	
  of	
  management	
  
operations.(Wilson,	
  2001)
Overload	
  is	
  not	
  new!
The	
  Roman	
  Philosopher	
   Seneca	
  
worried	
  about	
  information	
  
overload	
  nearly	
  2,000	
  years	
  
before	
  it	
  was	
  cool.	
  “What	
  is	
  the	
  
point	
  of	
  having	
  countless	
  books	
  
and	
  libraries	
  whose	
  titles	
  the	
  
owner	
  could	
  scarcely	
  read	
  
through	
  in	
  a	
  whole	
  lifetime?”	
  he	
  
wondered.
Michael	
  Grunwald @MikeGrunwald Aug.	
  28,	
  
2014
www.johngirard.net john@johngirard.net6
The	
  History	
  of	
  Big	
  Data
2/3	
  of	
  managers	
  complained	
  of	
  
Information	
  overload	
  	
  (KPMG,	
  
2000)
38%	
  of	
  the	
  surveyed	
  managers	
  
waste	
  a	
  substantial	
  amount	
  of	
  
time	
  locating	
  information	
  
(Wilson,	
  2001)
Managers	
  “dwell	
  on	
  information	
  
that	
  is	
  entertaining	
  but	
  not	
  
informative,	
  or	
  easily	
  available	
  
but	
  not	
  of	
  high	
  quality”	
  (Linden,	
  
2001)
43%	
  of	
  the	
  managers	
  delayed	
  
decisions	
  because	
  of	
  too	
  much	
  
information.	
  (Wilson,	
  2001)
The	
  total	
  accumulated	
  codified	
  database	
  of	
  the	
  world,	
  which	
  includes	
  all	
  
books	
  and	
  all	
  electronic	
  files,	
  doubles	
  every	
  seven	
  years	
  and	
  some	
  
predict	
  this	
  will	
  double	
  twice	
  a	
  day	
  by	
  2010	
  (Bontis,	
  2000).
What	
  we	
  knew a	
  decade	
  ago:
KM	
  1.0	
  (According	
  to	
  John)
Knowledge
Information
Data
Data  to  
Information
Context
Categorize
Calculate
Correct
Condense
Information   to  
Knowledge
Compare
Consequences
Connects
Conversation
www.johngirard.net john@johngirard.net7
KM	
  2.0
Ikujiro  Nonaka
Sociali
zation Externa
lization
Interna
lization
Comb
ination
TACIT
EXPLICIT
EXPLICIT
TACIT
What	
  do	
  decision-­‐makers	
  want?
http://www.youtube.com/watch?v=lH39xjXaLW8
www.johngirard.net john@johngirard.net8
Seek	
  Wisdom
Seek	
  wisdom,	
  
not	
  knowledge.	
  
Knowledge	
  is	
  of	
  the	
  past,	
  
wisdom	
  is	
  of	
  the	
  future.
~	
  Lumbee Proverb
The	
  Lumbee Tribe	
  of	
  North	
  Carolina	
  is	
  a	
  state	
  recognized	
  tribe	
  of	
  approximately	
  
55,000	
  enrolled	
  members,	
  most	
  of	
  them	
  living	
  in	
  Robeson	
  and	
  the	
  adjacent	
  
counties	
  in	
  southeastern	
  North	
  Carolina.	
  
The	
  Cognitive	
  Hierarchy
10	
  Years
Knowledge
Information
Data
Ackoff’s  Apex
Wisdom
Understanding
Knowledge
Seek	
  Wisdom not	
  Knowledge	
  (KM	
  2.5?)
www.johngirard.net john@johngirard.net9
Big	
  Data	
  – Some	
  Definitions
A	
  term	
  coined	
  to	
  reflect	
  very	
  
large and	
  very	
  complex data	
  
sets.	
  (Sultanow &	
  Chircu,	
  
2015)
Big	
  data	
  is	
  a	
  term	
  for	
  any	
  
collection	
  of	
  large and	
  complex
data	
  sets	
  that	
  it	
  becomes	
  
difficult	
  to	
  process.	
  (Gordon,	
  
2015)
Data	
  set	
  that	
  is	
  beyond	
  the	
  
capacity	
  of	
  relational	
  database	
  
applications.	
  (Joseph,	
  2015)
Term	
  for	
  a	
  collection	
  of	
  large
and	
  complex data	
  sets	
  that	
  it	
  
becomes difficult	
  to	
  process	
  
with	
  traditional	
  tools.	
  (Klepac
&	
  Berg,	
  2015)
Large Complex Difficult
Strategic	
  Data-­‐based	
  Wisdom	
  in	
  the	
  Big	
  Data	
  Era
Complex:	
  A	
  Definition
Large Complex Difficult
“a	
  group	
  of	
  obviously	
  
related	
  units	
  of	
  which	
  the	
  
degree	
  and	
  nature	
  of	
  the	
  
relationship	
  is	
  imperfectly	
  
known”
www.johngirard.net john@johngirard.net10
Knowledge	
  Application	
  =	
  KM	
  3.0
Knowledge
Information
Data
Wisdom
Understanding
Knowledge
“With  3,600  stores in  the  United  States  and  
roughly  100  million  customers  walking  
through  the  doors  each  week,  Wal-­Mart  has  
access  to  information  about  a  broad  slice  of  
America  .  .  .  The  data  are  gathered  item  by  
item  at  the  checkout  aisle,  then  recorded,  
mapped  and  updated  by  store,  by  state,  by  
region  .  .  .  By  its  own  account  Wal-­Mart  has  
460  terabytes  of  data.”
14  November  2004
Hurricane
An	
  Example
www.johngirard.net john@johngirard.net11
An	
  Example
Big	
  Data
What	
  do	
  we	
  know	
  about	
  Big	
  Data?
www.johngirard.net john@johngirard.net12
Big	
  Data	
  is	
  Global	
  and	
  Multidisciplinary
www.google.com/trends/
Big	
  Data	
  is	
  NOT	
  just	
  technology
www.google.com/trends/
www.johngirard.net john@johngirard.net13
Focus	
  on	
  the	
  desired	
  business	
  end	
  state	
  …
The right	
  technology
Branson’s	
  secret	
  weapon	
  is	
  carrying	
  an	
  old-­‐fashioned	
  
notebook	
  with	
  him	
  everywhere	
  he	
  goes.
www.johngirard.net john@johngirard.net14
Big	
  Data
http://melmeric.files.wordpress.com/2012/03/big-­‐data-­‐and-­‐the-­‐web.pdf
Size	
  (and	
  growth)	
  Matters
http://www.domo.com/learn/data-­‐never-­‐sleeps-­‐2
2011 2013
www.johngirard.net john@johngirard.net15
www.theguardian.com/technology/2015/mar/18/twitter-­‐puts-­‐trillions-­‐tweets-­‐for-­‐sale-­‐data-­‐miners
It	
  is	
  NOT	
  just	
  about	
  size
http://www.domo.com/
Size	
  is	
  not	
  
measured	
  in	
  
terabytes	
  but	
  
rather	
  business	
  
processes
www.johngirard.net john@johngirard.net16
The	
  Size	
  of	
  Big	
  Data
http://www.youtube.com/watch?v=B27SpLOOhWw
CEO:	
  How	
  much	
  data	
  do	
  we	
  need?
http://www.computerworlduk.com/news/infrastructure/3433595/boeing-­‐‑787s-­‐‑
create-­‐‑half-­‐‑terabyte-­‐‑of-­‐‑data-­‐‑per-­‐‑flight-­‐‑says-­‐‑virgin-­‐‑atlantic/
www.johngirard.net john@johngirard.net17
Decide	
  later	
  …
The	
  History	
  of	
  Big	
  Data
2/3	
  of	
  managers	
  complained	
  of	
  
Information	
  overload	
  	
  (KPMG,	
  
2000)
38%	
  of	
  the	
  surveyed	
  managers	
  
waste	
  a	
  substantial	
  amount	
  of	
  
time	
  locating	
  information	
  
(Wilson,	
  2001)
Managers	
  “dwell	
  on	
  information	
  
that	
  is	
  entertaining	
  but	
  not	
  
informative,	
  or	
  easily	
  available	
  
but	
  not	
  of	
  high	
  quality”	
  (Linden,	
  
2001)
43%	
  of	
  the	
  managers	
  delayed	
  
decisions	
  because	
  of	
  too	
  much	
  
information.	
  (Wilson,	
  2001)
The	
  total	
  accumulated	
  codified	
  database	
  of	
  the	
  world,	
  which	
  includes	
  all	
  
books	
  and	
  all	
  electronic	
  files,	
  doubles	
  every	
  seven	
  years	
  and	
  some	
  
predict	
  this	
  will	
  double	
  twice	
  a	
  day	
  by	
  2010	
  (Bontis,	
  2000).
What	
  we	
  knew a	
  decade	
  ago:
www.johngirard.net john@johngirard.net18
Michael	
  Jordan	
  on	
  the	
  “Delusions”	
  of	
  Big	
  Data
http://spectrum.ieee.org/robotics/artificial-­‐‑intelligence/machinelearnin g-­‐‑maestro-­‐‑michael -­‐‑jordan-­‐‑on-­‐‑the-­‐‑
delusions-­‐‑of-­‐‑big-­‐‑data-­‐‑and-­‐‑other-­‐‑huge-­‐‑engineering-­‐‑efforts
When	
  you	
  have	
  large	
  amounts	
  of	
  data,	
  your	
  
appetite	
  for	
  hypotheses	
  tends	
  to	
  get	
  even	
  
larger.	
  And	
  if	
  it’s	
  growing	
  faster	
  than	
  the	
  
statistical	
   strength	
  of	
  the	
  data,	
  then	
  many	
  of	
  
your	
  inferences	
  are	
  likely	
  to	
  be	
  false.	
  They	
  are	
  
likely	
  to	
  be	
  white	
  noise.
http://www.tylervigen.com/
www.johngirard.net john@johngirard.net19
http://www.tylervigen.com/
http://www.tylervigen.com/
www.johngirard.net john@johngirard.net20
The	
  Marketer’s	
  task	
  is	
  to	
  help	
  the	
  CEO/COO	
  see	
  …
www.johngirard.net john@johngirard.net21
The	
  Future	
  …
What	
  do	
  you	
  think?	
  Is	
  Big	
  Data	
  good	
  or	
  evil?
www.johngirard.net john@johngirard.net22
Slides	
  available	
  at:	
  www.johngirard.net/sais-­‐2015/
The	
  History	
  of	
  Big	
  Data

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Big Data: Markets' Friend or Foe?

  • 1. www.johngirard.net john@johngirard.net1 John  P.  Girard,  Ph.D. https://www.youtube.com/watch?v=QL1dQuK5Wsg
  • 2. www.johngirard.net john@johngirard.net2 Technology,  Leadership,  and  Culture Defending  Knowledge  Management
  • 3. www.johngirard.net john@johngirard.net3 Big  Data  =  KM  by  another  name? Big  Data  is  Everywhere
  • 4. www.johngirard.net john@johngirard.net4 Is  Big  Data  New? www.google.com/trends/ Teradata,  1991 (Osco  Drug) www.tinyurl.com/GirardBD Prairie  Business  Magazine,   7(1)  -­‐‑ 2008     Is  data  mining   synonymous  with   Big  Data? No.    Big  Data  is  the  data   set  (or  asset).   Data  mining  is  the   process (or  handler).
  • 5. www.johngirard.net john@johngirard.net5 The  History  of  Big  Data Information  Overload Information  overload   occurs  when  the  amount  of   input  to  a  system  exceeds   its  processing  capacity. (Speier et  al,  1999) Information  Overload Information  overload  is  that   state  in  which  available,   and  potentially  useful,   information  is  a  hindrance   rather  than  a  help. (Bawden,  2001) Personal  Information  Overload A  perception on  the  part  of  the  individual   (or  observers  of  that  person)  that  the  flow   of  information  associated  with  work  tasks   is  greater  than  can  be  managed   effectively.  (Wilson,  2001) Organizational  Information  Overload A  situation  in  which  the  extent  of   perceived information  overload  is   sufficiently  widespread  within  an   organization  as  to  reduce  the  overall   effectiveness  of  management   operations.(Wilson,  2001) Overload  is  not  new! The  Roman  Philosopher   Seneca   worried  about  information   overload  nearly  2,000  years   before  it  was  cool.  “What  is  the   point  of  having  countless  books   and  libraries  whose  titles  the   owner  could  scarcely  read   through  in  a  whole  lifetime?”  he   wondered. Michael  Grunwald @MikeGrunwald Aug.  28,   2014
  • 6. www.johngirard.net john@johngirard.net6 The  History  of  Big  Data 2/3  of  managers  complained  of   Information  overload    (KPMG,   2000) 38%  of  the  surveyed  managers   waste  a  substantial  amount  of   time  locating  information   (Wilson,  2001) Managers  “dwell  on  information   that  is  entertaining  but  not   informative,  or  easily  available   but  not  of  high  quality”  (Linden,   2001) 43%  of  the  managers  delayed   decisions  because  of  too  much   information.  (Wilson,  2001) The  total  accumulated  codified  database  of  the  world,  which  includes  all   books  and  all  electronic  files,  doubles  every  seven  years  and  some   predict  this  will  double  twice  a  day  by  2010  (Bontis,  2000). What  we  knew a  decade  ago: KM  1.0  (According  to  John) Knowledge Information Data Data  to   Information Context Categorize Calculate Correct Condense Information   to   Knowledge Compare Consequences Connects Conversation
  • 7. www.johngirard.net john@johngirard.net7 KM  2.0 Ikujiro  Nonaka Sociali zation Externa lization Interna lization Comb ination TACIT EXPLICIT EXPLICIT TACIT What  do  decision-­‐makers  want? http://www.youtube.com/watch?v=lH39xjXaLW8
  • 8. www.johngirard.net john@johngirard.net8 Seek  Wisdom Seek  wisdom,   not  knowledge.   Knowledge  is  of  the  past,   wisdom  is  of  the  future. ~  Lumbee Proverb The  Lumbee Tribe  of  North  Carolina  is  a  state  recognized  tribe  of  approximately   55,000  enrolled  members,  most  of  them  living  in  Robeson  and  the  adjacent   counties  in  southeastern  North  Carolina.   The  Cognitive  Hierarchy 10  Years Knowledge Information Data Ackoff’s  Apex Wisdom Understanding Knowledge Seek  Wisdom not  Knowledge  (KM  2.5?)
  • 9. www.johngirard.net john@johngirard.net9 Big  Data  – Some  Definitions A  term  coined  to  reflect  very   large and  very  complex data   sets.  (Sultanow &  Chircu,   2015) Big  data  is  a  term  for  any   collection  of  large and  complex data  sets  that  it  becomes   difficult  to  process.  (Gordon,   2015) Data  set  that  is  beyond  the   capacity  of  relational  database   applications.  (Joseph,  2015) Term  for  a  collection  of  large and  complex data  sets  that  it   becomes difficult  to  process   with  traditional  tools.  (Klepac &  Berg,  2015) Large Complex Difficult Strategic  Data-­‐based  Wisdom  in  the  Big  Data  Era Complex:  A  Definition Large Complex Difficult “a  group  of  obviously   related  units  of  which  the   degree  and  nature  of  the   relationship  is  imperfectly   known”
  • 10. www.johngirard.net john@johngirard.net10 Knowledge  Application  =  KM  3.0 Knowledge Information Data Wisdom Understanding Knowledge “With  3,600  stores in  the  United  States  and   roughly  100  million  customers  walking   through  the  doors  each  week,  Wal-­Mart  has   access  to  information  about  a  broad  slice  of   America  .  .  .  The  data  are  gathered  item  by   item  at  the  checkout  aisle,  then  recorded,   mapped  and  updated  by  store,  by  state,  by   region  .  .  .  By  its  own  account  Wal-­Mart  has   460  terabytes  of  data.” 14  November  2004 Hurricane An  Example
  • 11. www.johngirard.net john@johngirard.net11 An  Example Big  Data What  do  we  know  about  Big  Data?
  • 12. www.johngirard.net john@johngirard.net12 Big  Data  is  Global  and  Multidisciplinary www.google.com/trends/ Big  Data  is  NOT  just  technology www.google.com/trends/
  • 13. www.johngirard.net john@johngirard.net13 Focus  on  the  desired  business  end  state  … The right  technology Branson’s  secret  weapon  is  carrying  an  old-­‐fashioned   notebook  with  him  everywhere  he  goes.
  • 14. www.johngirard.net john@johngirard.net14 Big  Data http://melmeric.files.wordpress.com/2012/03/big-­‐data-­‐and-­‐the-­‐web.pdf Size  (and  growth)  Matters http://www.domo.com/learn/data-­‐never-­‐sleeps-­‐2 2011 2013
  • 15. www.johngirard.net john@johngirard.net15 www.theguardian.com/technology/2015/mar/18/twitter-­‐puts-­‐trillions-­‐tweets-­‐for-­‐sale-­‐data-­‐miners It  is  NOT  just  about  size http://www.domo.com/ Size  is  not   measured  in   terabytes  but   rather  business   processes
  • 16. www.johngirard.net john@johngirard.net16 The  Size  of  Big  Data http://www.youtube.com/watch?v=B27SpLOOhWw CEO:  How  much  data  do  we  need? http://www.computerworlduk.com/news/infrastructure/3433595/boeing-­‐‑787s-­‐‑ create-­‐‑half-­‐‑terabyte-­‐‑of-­‐‑data-­‐‑per-­‐‑flight-­‐‑says-­‐‑virgin-­‐‑atlantic/
  • 17. www.johngirard.net john@johngirard.net17 Decide  later  … The  History  of  Big  Data 2/3  of  managers  complained  of   Information  overload    (KPMG,   2000) 38%  of  the  surveyed  managers   waste  a  substantial  amount  of   time  locating  information   (Wilson,  2001) Managers  “dwell  on  information   that  is  entertaining  but  not   informative,  or  easily  available   but  not  of  high  quality”  (Linden,   2001) 43%  of  the  managers  delayed   decisions  because  of  too  much   information.  (Wilson,  2001) The  total  accumulated  codified  database  of  the  world,  which  includes  all   books  and  all  electronic  files,  doubles  every  seven  years  and  some   predict  this  will  double  twice  a  day  by  2010  (Bontis,  2000). What  we  knew a  decade  ago:
  • 18. www.johngirard.net john@johngirard.net18 Michael  Jordan  on  the  “Delusions”  of  Big  Data http://spectrum.ieee.org/robotics/artificial-­‐‑intelligence/machinelearnin g-­‐‑maestro-­‐‑michael -­‐‑jordan-­‐‑on-­‐‑the-­‐‑ delusions-­‐‑of-­‐‑big-­‐‑data-­‐‑and-­‐‑other-­‐‑huge-­‐‑engineering-­‐‑efforts When  you  have  large  amounts  of  data,  your   appetite  for  hypotheses  tends  to  get  even   larger.  And  if  it’s  growing  faster  than  the   statistical   strength  of  the  data,  then  many  of   your  inferences  are  likely  to  be  false.  They  are   likely  to  be  white  noise. http://www.tylervigen.com/
  • 20. www.johngirard.net john@johngirard.net20 The  Marketer’s  task  is  to  help  the  CEO/COO  see  …
  • 21. www.johngirard.net john@johngirard.net21 The  Future  … What  do  you  think?  Is  Big  Data  good  or  evil?
  • 22. www.johngirard.net john@johngirard.net22 Slides  available  at:  www.johngirard.net/sais-­‐2015/ The  History  of  Big  Data