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Digital Exhaust: What Everyone Should Know About Big Data, Digitization and Digitally Driven Innovation

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Digital Exhaust: What Everyone Should Know About Big Data, Digitization and Digitally Driven Innovation

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  • Copyright 2015
  • Dimensions: 6" x 9"
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-383823-4
  • ISBN-13: 978-0-13-383823-7

Will "Big Data" supercharge the economy, tyrannize us, or both? Data Exhaust is the definitive primer for everyone who wants to understand all the implications of Big Data, digitally driven innovation, and the accelerating Internet Economy. Renowned digital expert Dale Neef clearly explains:

  • What Big Data really is, and what's new and different about it
  • How Big Data works, and what you need to know about Big Data technologies
  • Where the data is coming from: how Big Data integrates sources ranging from social media to machine sensors, smartphones to financial transactions
  • How companies use Big Data analytics to gain a more nuanced, accurate picture of their customers, their own performance, and the newest trends
  • How governments and individual citizens can also benefit from Big Data
  • How to overcome obstacles to success with Big Data – including poor data that can magnify human error
  • A realistic assessment of Big Data threats to employment and personal privacy, now and in the future

Neef places the Big Data phenomenon where it belongs: in the context of the broader global shift to the Internet economy, with all that implies. By doing so, he helps businesses plan Big Data strategy more effectively – and helps citizens and policymakers identify sensible policies for preventing its misuse.

By conservative estimate, the global Big Data market will soar past $50 billion by 2018. But those direct expenses represent just the "tip of the iceberg" when it comes to Big Data's impact. Big Data is now of acute strategic interest for every organization that aims to succeed – and it is equally important to everyone else. Whoever you are, Data Exhaust tells you exactly what you need to know about Big Data – and what to do about it, too.

Sample Content

Table of Contents

Introduction    ix

Chapter 1: The Big Data Big Bang    1

Key Chapter Points    1

The Big Data Ecosystem    3

The Defining Features of Big Data    8

The Four Key Benefits of Big Data    15

Lost in the Big Data Universe    24

Big Data Without Borders    26

Chapter 2: Big Data and the Battle for Control of the Consumer Internet    29

Key Chapter Points    29

Power to the People: The Democratization of Technology    31

The Emergence of the Internet Tech Giants    34

Much More to Play For: The Battle for Control of the Consumer Internet    39

User Data and the Faustian Bargain    40

Chapter 3: The Battle for the Internet Gateway into the Television    45

Key Chapter Points    45

Everything Is Moving Online    47

Watching Your TV Watching You    53

Chapter 4: The Battle for the Gateway into the Mobile Internet    55

Key Chapter Points    55

M-Commerce    57

The App Economy    61

From AppMen to AdMen    63

Apps and Ads Everywhere    67

Chapter 5: From Social Media to Digital Advertising Markets and Exchanges    69

Key Chapter Points    69

The Evolution of Electronic Advertising    70

The Social Media and Messaging Rivalry for Digital Advertising Revenue    72

Chapter 6: The Global Battle for the Consumer Internet    85

Key Chapter Points    85

The Global Internet Explosion    86

East Meets West    89

Chapter 7: The Industrial Internet and the Internet of Things    93

Key Chapter Points    93

Smart Parts and the Industrial Internet    94

The Internet of Things    100

Breaking and Entering    113

Chapter 8: The Data Collectors    117

Key Chapter Points    117

The Wellsprings of Consumer Data Collection    118

Credit Agencies, Data Brokers, and Information Resellers    120

Internet Technology Companies    124

Big Data and Bricks-and-Mortar Retailers    139

The Invisible Data Trackers    147

Adding Customer Profiles from Company Enterprise Systems    152

The Big Data Collection Universe    153

Chapter 9: Big Data Technologies    157

Key Chapter Points    157

Data Basics    158

ERP and Big Data    161

A Parallel Universe    168

What Is NoSQL?    170

What Is Hadoop?    171

All the Data, All the Time    178

The Cloud    182

Chapter 10: Doing Business in a Big Data World    187

Key Chapter Points    187

Big Data Projects    189

Who Wants Big Data Projects?    192

Big Data Strategy Considerations    194

Architectural Strategy Considerations    196

Big Data Skills Considerations    202

Organizational Considerations of Big Data    205

Big Data Governance and Security Considerations    207

Chapter 11: Living in a Big Data World    215

Key Chapter Points    215

Data Theft and Fraud: Data Raiding and Hacktivism    219

Crimes and Misdemeanors    220

The Re-Anonymizing Debate    223

Spies Like Us    227

Not So Straightforward    234

US Law and Big Data    241

International Relations    245

Bibliography    251

Endnotes    273

Index    301


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