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Full Description
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 futureNeef 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.
Contents
Introduction ixChapter 1: The Big Data Big Bang 1Key Chapter Points 1The Big Data Ecosystem 3The Defining Features of Big Data 8The Four Key Benefits of Big Data 15Lost in the Big Data Universe 24Big Data Without Borders 26Chapter 2: Big Data and the Battle for Control of the Consumer Internet 29Key Chapter Points 29Power to the People: The Democratization of Technology 31The Emergence of the Internet Tech Giants 34Much More to Play For: The Battle for Control of the Consumer Internet 39User Data and the Faustian Bargain 40Chapter 3: The Battle for the Internet Gateway into the Television 45Key Chapter Points 45Everything Is Moving Online 47Watching Your TV Watching You 53Chapter 4: The Battle for the Gateway into the Mobile Internet 55Key Chapter Points 55M-Commerce 57The App Economy 61From AppMen to AdMen 63Apps and Ads Everywhere 67Chapter 5: From Social Media to Digital Advertising Markets and Exchanges 69Key Chapter Points 69The Evolution of Electronic Advertising 70The Social Media and Messaging Rivalry for Digital Advertising Revenue 72Chapter 6: The Global Battle for the Consumer Internet 85Key Chapter Points 85The Global Internet Explosion 86East Meets West 89Chapter 7: The Industrial Internet and the Internet of Things 93Key Chapter Points 93Smart Parts and the Industrial Internet 94The Internet of Things 100Breaking and Entering 113Chapter 8: The Data Collectors 117Key Chapter Points 117The Wellsprings of Consumer Data Collection 118Credit Agencies, Data Brokers, and Information Resellers 120Internet Technology Companies 124Big Data and Bricks-and-Mortar Retailers 139The Invisible Data Trackers 147Adding Customer Profiles from Company Enterprise Systems 152The Big Data Collection Universe 153Chapter 9: Big Data Technologies 157Key Chapter Points 157Data Basics 158ERP and Big Data 161A Parallel Universe 168What Is NoSQL? 170What Is Hadoop? 171All the Data, All the Time 178The Cloud 182Chapter 10: Doing Business in a Big Data World 187Key Chapter Points 187Big Data Projects 189Who Wants Big Data Projects? 192Big Data Strategy Considerations 194Architectural Strategy Considerations 196Big Data Skills Considerations 202Organizational Considerations of Big Data 205Big Data Governance and Security Considerations 207Chapter 11: Living in a Big Data World 215Key Chapter Points 215Data Theft and Fraud: Data Raiding and Hacktivism 219Crimes and Misdemeanors 220The Re-Anonymizing Debate 223Spies Like Us 227Not So Straightforward 234US Law and Big Data 241International Relations 245Bibliography 251Endnotes 273Index 301
