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Context, Narratives and Big Data Analytics
@venkinesiswww.venkinesis.in
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Putting context in context
Understanding narratives
Understanding “Best Practices”
Implications for Big Data Analytics
Agenda
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Which is the primary key that unlocks the business value of the data?
A: Big Data
D: Narratives
B: Algorithms
C: Analytics
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D: Narratives
Which is the primary key that unlocks the business value of the data?
C: Analytics
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D: Narratives
Which is the primary key that unlocks the business value of the data?
C: Analytics
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• Information which defines the causal relationship with its neighboring entities• Information which characterizes interaction between user and application • Information or conditions that can influence user perception
User FactorsMood, activity, company, location
External FactorsTime, Weather, Season
How am I feeling?
Who am I with?
Where am I going?
Why Am I here?
Putting context in context*
*Reference: http://www.slideshare.net/vitoostuni/sersy12-cinemappy
What I am doing?
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Context Report Card
Do I have the information when I need it?
Is it relevant?
Putting recommendations in context*
*Reference: Key Lessons learned building Recommender systems http://www.slideshare.net/posse001/key-lessons-learned-building-recommender-systems-for-largescale-social-networks
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Why do you have to bother about context?
“The problem with big data is context. As the amount of data and data dimensions increases, and demands on systems increase, the only way to manage the challenges is to establish context”
- Benjamin Black, Co-Founder, Boundary
“Everybody thinks it’s about the content, and all the action right now is in the context”
- Gary Vaynerchuk, Social Media Guru, Entrepreneur
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content is subservient to context
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What are Narratives?
• Spoken or written account of the story
• Homo Narrans
Source: Narrative Science Website
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What are Narratives?
Data Facts Angles
StructureNarrative
• It provides context to numbers
• Last mile in data
Source: Narrative Science Website
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“Consulting, a profession grounded in building narratives [and naïve rationalization] “ -
Image courtesy: Wikipedia
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Jim is married, outspoken and deeply engaged with social issues.
Which of the following is more likely?
Jim is a bank manager
OR
Jim is a bank manager who is an active volunteer at a nonprofit organization
Image courtesy: Freedigitalphotos.net
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Rockstar hero wakes up to his bad
dream where his uncle is killed
Hero is suffering from <Insert the latest syndrome>
Hero meets the assassin
Hero kills the assassin
Assassin was the hero’s dad’s best
friend
Image Courtesy: IMDB, Wikipedia
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There is too much data out
there.
What’s your BIG DATA Strategy??
Follow “the best practices” based on
our tested and proven methodology
Voila! Welcome to Big Data 2.0
Deliver Roadmap and ensure
strategic alignment between business
and IT
The story of “Best Practices”
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Business Analytics as we knew it
• “What you do not know” problems - What? | Why? | How?|
• Means-End Reasoning – Programmed decisions
• As-Is to To-Be journey
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Side-effects
• Tools and approaches are contextually blind.
• The mirage of single point of Truth
• “Best practices” aren’t good anymore
• Denial of complexity
Reference: Claudia Cibora 1997 Scandinavian Journal of Information Systems
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Image Courtesy: Google Images
Intermission
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Content is subservient to contextBig Data narrative
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Business Analytics as we will know it
• What you do not know that you know problems
• Situation specific questions – When, Where, Who?
• Contextualize across unstructured, structured, biometric, biographic, geospatial data*
• Bridging the gap towards strategic decision making
*Source:IBM® InfoSphere™ Sensemaking - A Big Vision and a Journey Worth Being Part Of, Jeff Jonas, IBM
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Use-case Personas to Archetypes*
…try to quickly gather information and report on their findings.
Reporting /Task Centric Activity Centric Data Centric
An emphasis on filters/sorting which shifts focus to activities a user tends to perform
The primary focus is typically centered around a specific data set that a user would have a relationship with.
What’s the primary focus & behavior of someone using your product?
In what environment do analytics actions take place? (In office, during meetings, time of day, etc.)
In what environment do analytics actions take place? (In office, during meetings, time of day, etc.)
*Source: Developing Archetype: https://medium.com/@paulfarino/developing-archetypes-2db5ab34043c
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How do you build storified products?
• Narrative thinking to re-imagine stories for building new products
“This is how the remembering self works: it composes stories and keeps them for future references”
- Daniel Kahneman
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appropriate
• Best practices are debunked until proven
• Storifying products using narratives
• Use-case Personas to Archetypes
Takeaway
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Questions??