Leveraging Big Data Opportunities for Growth. Krishna Tewari Global Head Digital Publishing & Retail solutions Datamatics Global Services Ltd

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1 Leveraging Big Data Opportunities for Growth Krishna Tewari Global Head Digital Publishing & Retail solutions Datamatics Global Services Ltd

2 Challenges for publishers Big Data in publishing industry The technology landscape Use cases for publishing Planning for Big Data Agenda

3 The classical content This is The Library of Alexandria Here the Egyptians once collected and managed every scroll of information then available in the world Artist: O. Von Corven, Source: Wikipedia

4 Newsroom

5

6 The Publisher s tilt

7 challenge is to bridge the chasm ahead.

8 Challenges for publishers Big Data in publishing industry The technology landscape Use cases for publishing Planning for Big Data Agenda

9 Data & content in the publishing world Authors/ Data providers Content Sales Channels Readers / Content Consumers Author Databases Databases XML Files PDFs Headers Metadata Structured Semi structured Unstructured Geographical Performance Subscriptions Customer Information CRM Data Contracts Permissions Rights Image Banks Application Files Adverts Feeds Geo Spread Publication type Performance Purchase History Demographics Service Logs Market performances Subject expertise Qualifications Affiliations s, Payments Info Graphics Audio Video Content sharing Ratings Campaign Data Discounts Bundled offers Geo preferences Channel data Reading Modes Interest Areas Buying Patterns Searches, s Spend Analysis Tweets Shares Peer Reviews Hit counts Events Surveys Marketing copies Test runs Likes Tweets Shares Ratings Reading,Chats 80 % data existing in any enterprise today is unstructured

10 What Consists of Big Data? Volume Big Transaction Data Transactional ldata: Orders, Invoices, Payments, Plans, Deliverables, Travel records Analytical Data: Historical Data, Machine Streams, Clickstream data, Log files Big Data Integration Big Interaction Data Other Interaction Data Variety Velocity Complexity Big Data Processing Big Data is the confluence of the three trends consisting of Big Transaction Data, Big Interaction Data, and Big Data Processing

11 Challenges for publishers Big Data in publishing industry The technology landscape Use cases for publishing Planning for Big Data Agenda

12 Big Data Technology Landscape

13 Challenges for publishers Big Data in publishing industry The technology landscape Use cases for publishing Planning for Big Data Agenda

14 Use Case: Large Scale Data Archival Publishing House Historical Data Millions of Images Millions of Data Files Thousands of articles from hundreds of authors Transactional Data Contracts Board Comments Mails & Tweets Integrated Data Repository (Powered by Big Data) Automatically indexed and tagged and made available for end users through a portal Data segregated in disparate platforms in different file formats can be acquired & organized easily using Big Data

15 Case Study : Archiving at RSC About Royal Society of Chemistry Europe s largest society in advances of chemical science Business Challenge To organize assets accumulated since 1840s Content Summary: 1 million images Millions of Scientific data files Hundreds of thousands of articles from 200,000 authors Recent Captures Social Media, Video and Digital Assets Solution MarkLogic (NoSQL solution) was used to create a repository accessible for RSC s online users, entrepreneurs, researchers and educators Content stored as XML documents (using document centric model) Benefits Allows RSC to publish 3x times as journals and 4x times as many articles Source:

16 Case Study: Converting Large Scale Images in NYT About New York Times American daily newspaper, published in New York city since 1851 Business Challenge NYT decided to make all public domain articles dated available to the readers free of charge 11 million articles available in images were to be converted to PDF format Previously PDF were generated dynamically. But as traffic scaled this approach ran out of feasibility Solution Pre generating articles & serving them as static files to readers Amazon S3 as File System Amazon EC2 for Web Services Hadoop to convert articles into PDF files Benefits NYT were able to save tremendous IT investments and were able to deliver over 1.5 TB of data to users instantaneously Source:

17 Use Case: Leveraging Value in Social Media No of Tweets with hashtag of bookname GoodReads Reviews Facebook Page Likes and Comments Publishing Companies can leverage Big Data to aggregate and track social data in real time Source: Twitter, Facebook, Goodreads pages of RailSea [Author: Chine Mieville, Publishers: Random House]

18 Case Study: Personalizing Interactions at De Persgroep About De Persgroep Leading Publishing and Broadcasting network in Belgium and Netherlands Business Challenge Millions of readers, viewers tune into De Persgroep s print and digital, TV and radio channels With users accessing content through multiple devices (ipad, Kindle, iphone) consumer data outgrew the bounds of siloed solutions Solution Customer used Lily 2.0 (with help from NGData customer intelligence management company) to get an intelligent view on how customers are leveraging the content generated by the group Creating personalized interactions, messages, and offers based on user preferences and purchase history They realized an increase in Customer Lifetime Value Benefits The adoption enabled De Persgroep to understand viewing and content preference of customers, and to create and share timely and relevant content on those lines Source:

19 Challenges for publishers Big Data in publishing industry The technology landscape Use cases for publishing Planning for Big Data Agenda

20 insights for growing the business Reader / Content Consumer DATA ANALYTICS ACTIONS Demographics Past Searches Time of reading Reading Device Prof in Humboldt Universität, Berlin Dept of Agricultural entomology Editor in Chief Life sciences journal 67% - LIFE SCIENCES Entomology Coleoptera - 56% Lady bird beetle (72%) Beetles (28%) Subject related searches 10 AM 4 pm device read 8 pm 10 pm Device content share pm 80% tweets 6PM 7 PM 24% online searches desktop 76% Book reading - ipad Customized bills with focused ads Upcoming publications Discounts ad banners in the website Display Lady bird research articles Discount coupons for subject books Customize bundled offers Customized ad release timings Ad release in devices Do not disturb timings Tailored call center action More focus on ipad alerts for books Offers on ebook versions Social lmdi Media Activity Spend Analysis Very active social media FB shares 27% XYZ 80% ABC Tweets 18% XYZ 82% ABC Total monthly spend euro 350 Research articles - euro 250 Books -euro 45 Journal subscription -euro 55 Low share of wallet Watch customer surveys Alert customer Account Manager Ads of publications in price range Bundled savings Spend trend and alerts to sales

21 Big data innovation trends Source :http://www.constellationrg.com

22 Recommended Steps to consider Big Data Identify the business problem that you are trying to solve Identify the relevant technology that will be able to address the problem Break organization silos and form cross functional teams Assign responsibility to a mix of left brain analytical and right brain depicter type of people Start small, with proof of concepts playing around with existing commodity hardware and free solutions Striking a balance between the existing technology infrastructure and introduction of Big Data technologies

23 There is new hope with big data

24 Leveraging Big Data Opportunities for Growth Krishna Tewari Global Head Digital Publishing & Retail solutions Datamatics Global Services Ltd

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