CONTENTS

S.NO. TOPIC PAGE NO

INTRODUCTION ….................................................................... 1
1.1. WHAT IS BIG DATA ANALYTICS? ........................................................................................................... 3
1.2. WHAT DATA ARE WE TALKING ABOUT? ................................................................................................ 5
1.3. HOW IS BIG DATA DIFFERENT FROM TRADITIONAL DATA SOURCES? ..................................................... 6
1.4. DIFFERENT LEVEL OF “INSIGHT” – FROM DESCRIPTIVE TO PREDICTIVE AND PRESCRIPTIVE .................. 7
1.5. THE BUSINESS VALUE OF BIG DATA ANALYTICS .................................................................................... 9
2.APPLICATIONS OF BIG DATA ACROSS INDUSTRY SECTORS.................................................... 9
2.1. SEGMENTATION AND PREDICTION ......................................................................................................... 9
2.2. CHURN PREDICTION .............................................................................................................................. 10
2.3. RECOMMENDER SYSTEMS AND TARGETED MARKETING ........................................................................ 10
2.4. SENTIMENT ANALYSIS .......................................................................................................................... 11
2.5. OPERATIONAL ANALYTICS .................................................................................................................... 11
2.6. BIG DATA FOR SOCIAL GOOD..................................................................................................................11
3. DATA SCIENTIST .............................................................................................................. ....................... 12
4. THE MAIN TECHNOLOGICAL COMPONENTS IN A BIG DATA ECOSYSTEM .................... 12
4.1. TECHNOLOGIES FOR CAPTURING, STORING AND ACCESSING BIG DATA ................................................. 12
4.2. ANALYTICAL TECHNIQUES .................................................................................................................. 13
4.3. VISUALIZATION .................................................................................................................................. 14
5. SUMMARY ..................................................................................................................... ........................... 14
6. REVIEW QUESTIONS ............................................................................................................ ................ 15
7. ADDITIONAL READING .......................................................................................................... ............. 1
8. REFERENCES .................................................................................................................. ........................ 11
 ABSTRACT

Big data is a new driver of the world economic and societal changes. The world’s data
collection is reaching a tipping point for major technological changes that can bring new ways in
decision making, managing our health, cities, finance and education. While the data complexities
are increasing including data’s volume, variety, velocity and veracity, the real impact hinges on
our ability to uncover the `value’ in the data through Big Data Analytics technologies. Big Data
Analytics poses a grand challenge on the design of highly scalable algorithms and systems to
integrate the data and uncover large hidden values from datasets that are diverse, complex, and of
a massive scale. Potential breakthroughs include new algorithms, methodologies, systems and
applications in Big Data Analytics that discover useful and hidden knowledge from the Big Data
efficiently and effectively. Big Data Analytics is relevant to Hong Kong as it moves towards a
digital economy and society. Hong Kong is already among the best in the world in Big Data
Analytics, taking up such leadership positions as chairs and editor in chiefs of important
conferences and journals in Big Data related areas. But to maintain such leadership positions, Hong
Kong universities, government and industry must act quickly in addressing a number of major
challenges. These challenges includes “foundations,” which concerns new algorithms, theory and
methodologies in knowledge discovery from large amounts of data and “systems and
applications,” which concerns innovative applications and systems useful for supporting Big Data
practices. Big data analytics must also be team effort cutting across academic institutions,
government and society and industry, and by researchers from multiple disciplines including
computer science and engineering, health, data science and social and policy areas.