The document discusses challenges with big data, noting that the variety of data types, not just size, creates issues. It states that 90% of data was created in the past two years, and much is unstructured. The primary challenge is making sense of this diverse data, as data can be interpreted in many ways depending on one's perspective. The document explores using Twitter data to understand how people discuss quitting smoking and potentially promoting behavioral change. It stresses the importance of focusing on learning from data instead of letting data dictate meanings, and of having expertise to properly analyze large, diverse datasets.

2. FINDING SOLUTIONS TO BIG
DATA PROBLEMS

5.  With Big Data...... size isn’t
everything

6. TODAY’S REALITY CHECK:
“You can take data
You can make it mean
anything”
PRO
OF
“ 90% OF TODAY’S DATA WAS CREATED IN THE PAST 2
YEARS
And much of the data is UNSTRUCTURED”

7. So, PRIMARY CHALLENGE
Primary challenge of
what we think of big
data is not actual
size but its the
variety
So “ BIG DATA
can sometimes
be
MISLEADING

8. EXPLORING TWO INSIGHTS

9. :
Objective: How people talk about quitting
smoking on twitter, So that they could
learn how they might promote
behavioural change
Contd........

11. LEARNING “DATA
DOESN’T
CREATE
MEANIN
GS WE
DO”
“SO, AS
ITS
IMPORTANT
TO SPEND
MORE TIME
FOCUSING
ON
”
“BECAUSE BIG
DATA
REQUIRES
EXPERTISE IN

12. LEARNING
MANA
GER’S
UNLOC
KING
POWE
R OF
BIG
DATA

13. MANAGER’
S
UNLOCKIN
G POWER
OF BIG
DATA

14. LASTLY
“FACTS ARE STUBBON THINGS
BUT THEY ARE STUPID TOO”