Searching with / inside Big Data Promise, Philosophy and Example

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1 Searching with / inside Big Data Promise, Philosophy and Example April 17th,

2 Overview Searching with / inside Big Data 1. Is Big Data new and how do you approach it in-house? 2. Decision making with Big Data Results are results, right? (go with the flow) Quick correlation to recommendation engines Remember: root cause Impact on decision culture (go to the bottom of it) 3. Simple queries enriched by big data Personalization 4. Using big queries working examples (but with hard data) 5. Parks & Resorts Online Example FASTPASS 2

3 1. Is Big Data new and how do you approach it in- house? Have we seen Big Data before? Chances are: YES! 1. Remember Google s announcements from the size matters period in Search Engine pride. 2. While the technology referred to is different, the concept behind big data isn t all new. Do you have a Data Warehouse? 3

4 So what happened to your Data Warehouse? Promise of extensive data collection and usage has been fulfilled, but was driven by operational needs and improvements. Just-in-time production Delivery chain, cost management Checked-in/checked-out goods Logistics 4

5 So what happened to your Data Warehouse? Is wealth of data being used for pro-active decisionmaking? Focused on report generation But it s called Big Data, not Big Reporting Who reads the reports? You? Let s go decision- making! 5

6 2. Decision making with Big Data Go with the Flow! Website Analy.cs tells you (and your A/B tes.ng) 1. Adopt most successful method/structure/interface 2. Let your users (and Big Data) decide 3. Plus: it s Data Driven! Anything lez to add or do? 6

7 2. Decision making with Big Data Who was Sir Isaac Newton? Why did he bother about this: Why? Photo by: ~Frinco/Markus Switzerland 7 Apple Photo by:abhijit Tembhekar Mumbai, India

8 2. Decision making with Big Data What has driven innovations? Philosophy Science Evolution Driving ques.ons: What is the root cause? Cause à Effect (Verification in Experiment) à Action (e.g. for Product Innovation) 8

9 2. Decision making with Big Data Are we loosing the sense of root cause? Ne_lix Prize: Recommendation Engine for Netflix content. The participating teams (contest of 2009) stated in interviews that they cannot verify anymore why/how their algorithms come to certain results. That the results are working is without a doubt and proven due to performance and user feedback. However, the path to specific recommendation results eludes the Software Engineers who created and implemented the algorithms. (Translated from article by Katrin Passig, Süddeutsche Zeitung) 9

10 2. Decision making with Big Data Recommenda.on Engines (minority report): Saw a Madonna video recently. What was recommended to me afterwards: Gloria Estefan!? Same with us: Amazon always recommends Human League and other 80es stuff. This is really insulting. Neil Tennant, Pet Shop Boys DIE ZEIT OK but sometimes the root cause why we see recommendations is fairly simple: Advertisement. 10

11 2. Decision making with Big Data Philosophical Excursion Philosophical Plugin: Ego and homo oeconomicus Who is Frank Schirrmacher? Book author: Ego Das Spiel des Lebens Topped bestseller lists in Germany this year Publisher of Frankfurter Allgemeine Zeitung (FAZ) Newspaper, Center-right conservative (Wikipedia: Die FAZ gilt als bürgerlich-konservatives Medium ) 11

12 2. Decision making with Big Data Philosophical Excursion Philosophical Plugin: Ego and homo oeconomicus The human individual has been replaced as active driver of his/her Cold War own decisions Knowledge has been devalued, only information is processed (data points) Puzzle doesn t contain pieces like Democracy Human John Nash to comprehend, meaning or purpose Big Data Algorithms Wall Street 12

13 3. What does that mean when I search? Problem remains the same: You search for: run Big Data will add data points based on n parameters in order to calculate results (based on your background/history) 5k run run for office runaway forrest gump? run to the hills 13

14 Personaliza.on What about personalization? Balance options, consider your context, your users. Keep in mind: 14

15 4. Successful Big Data queries Look at your weather forecast. Public interest Investment Multiple models Overall good accuracy But: calculations actually based on verifiable/ NOAA collected data. 15

16 3. What we do RFID, FASTPASS Behind the scenes: RFID logistical aspects to assure magical park experience FASTPASS Managing peaks, optimizing your day in the park 16

17 Last thought: Defini.on of business goals What if the success criteria for your business will be determined by Big Data calculations as well? Back on slide 12 Game theory further reading recommended. 17

18 5. Walt Disney Parks & Resorts Online - Search 18

19 Computers are useless. They can only give you answers. Pablo Picasso Ques=ons? 19

20 Appendix 20

21 5. Walt Disney Parks & Resorts Online - Search 21

22 4. Mobile Search: Paradigm ShiZ away from Browsing Mobile Users Search more: Several studies have shown increased search usage; known fact Our Analytics data reveals the same But there s another area in m- commerce where speed is equally as important: site search. Mobile shoppers tend to be hunters not browsers they typically know what they want and want to find it fast. Bill Siwicki, Managing Editor, Mobile Commerce Why is mobile site search so important? It s a vital part of the webbrowsing experience when you re on a mobile device. Limited screen real estate provides little room for navigating from page to page or product to product. With effective mobile site search, people don t need to rely on navigation so it s a spaceeffective way of getting people to the information they want to find on your site. Shaun Ryan, CEO SLI Systems Limited real estate on mobile provides challenges for faceted search interaction New research exploring mobile search design patterns Personally would prefer integration with voice controls 22

23 4. Mobile: WDPRO Promoting offers/events - similar to desktop - Mobile search supports special offers, Synonyms and other features similar to rich desktop search e.g. Disney Cruise Line Before you visit Walt Disney World. Download the My Disney Experience App 23

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