Schmarzo - Big data MBA: driving business strategies with data science

Big Data MBA: Driving Business Strategies with Data Science

Published by

John Wiley & Sons, Inc.

10475 Crosspoint Boulevard

Indianapolis, IN 46256

www.wiley.com

Copyright 2016 by Bill Schmarzo

Published by John Wiley & Sons, Inc., Indianapolis, Indiana

Published simultaneously in Canada

ISBN: 978-1-119-18111-8

ISBN: 978-1-119-23884-3 (ebk)

ISBN: 978-1-119-18138-5 (ebk)

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: The publisher and the author make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifi cally disclaim all warranties, including without limitation warranties of fi tness for a particular purpose. No warranty may be created or extended by sales or promotional materials. The advice and strategies contained herein may not be suitable for every situation. This work is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If professional assistance is required, the services of a competent professional person should be sought. Neither the publisher nor the author shall be liable for damages arising herefrom. The fact that an organization or website is referred to in this work as a citation and/or a potential source of further information does not mean that the author or the publisher endorses the information the organization or website may provide or recommendations it may make. Further, readers should be aware that Internet websites listed in this work may have changed or disappeared between when this work was written and when it is read.

For general information on our other products and services please contact our Customer Care Department within the United States at (877) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

Library of Congress Control Number: 2015955444

Trademarks: Wiley and the Wiley logo are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affi liates, in the United States and other countries, and may not be used without written permission. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any product or vendor mentioned in this book.

Bill Schmarzo is the Chief Technology Officer (CTO) of the Big Data Practice of EMC Global Services. As CTO, Bill is responsible for setting the strategy and defining the big data service offerings and capabilities for EMC Global Services. He also works directly with organizations to help them identify where and how to start their big data journeys. Bill is the author of Big Data: Understanding How Data Powers Big Business, writes white papers, is an avid blogger, and is a frequent speaker on the use of big data and data science to power an organization's key business initiatives. He is a University of San Francisco School of Management (SOM) Fellow, where he teaches the Big Data MBA course.

Bill has over three decades of experience in data warehousing, business intelligence, and analytics. He authored EMC's Vision Workshop methodology and co-authored with Ralph Kimball a series of articles on analytic applications. Bill has served on The Data Warehouse Institute's faculty as the head of the analytic applications curriculum. Previously, he was the Vice President of Analytics at Yahoo! and oversaw the analytic applications business unit at Business Objects, including the development, marketing, and sales of their industry-defining analytic applications.

Bill holds a master's degree in Business Administration from the University of Iowa and a Bachelor of Science degree in Mathematics, Computer Science, and Business Administration from Coe College. Bill's recent blogs can be found at http://infocus.emc.com/author/william_schmarzo/. You can follow Bill on Twitter @schmarzo and LinkedIn at www.linkedin.com/in/schmarzo.

Jeffrey Abbott leads the EMC Global Services marketing practice around big data, helping customers understand how to identify and take advantage of opportunities to leverage data for strategic business initiatives, while driving awareness for a portfolio of services offerings that accelerate customer time-to-value. As a content developer and program lead, Jeff emphasizes clear and concise messaging on persona-based campaigns. Prior to EMC, Jeff helped build and promote a cloud-based ecosystem for CA Technologies that combined an online social community, a cloud development platform, and an e-commerce site for cloud services. Jeff also spent several years within CA's Thought Leadership group, creating and promoting executive-level messaging and social-media programs around major disruptive trends in IT. Jeff has held various other product marketing roles at firms such as EMC, Citrix, and Ardence and spent a decade running client accounts at numerous boutique marketing firms. Jeff studied small business management at the University of Vermont and resides in Sudbury, MA, with his wife, two boys, and dog. Jeff enjoys skiing, backpacking, photography, and classic cars.

1. Project Editor

   Adaobi Obi Tulton and Chris Haviland

2. Technical Editor

   Jeffrey Abbott

3. Production Editor

   Barath Kumar Rajasekaran

4. Copy Editor

   Chris Haviland

5. Manager of Content Development & Assembly

   Mary Beth Wakefield

6. Production Manager

   Kathleen Wisor

7. Marketing Director

   David Mayhew

8. Marketing Manager

   Carrie Sherrill

9. Professional Technology & Strategy Director

   Barry Pruett

10. Business Manager

    Amy Knies

11. Associate Publisher

    Jim Minatel

12. Project Coordinator, Cover

    Brent Savage

13. Proofreader

    Nicole Hirschman

14. Indexer

    Nancy Guenther

15. Cover Designer

    Wiley

16. Cover Image

    STILLFX/iStockphoto