Big Data: Using SMART Big Data, Analytics and Metrics To Make Better Decisions and Improve Performance

by Bernard Marr

Convert the promise of big data into real world results

There is so much buzz around big data. We all need to know what it is and how it works - that much is obvious. But is a basic understanding of the theory enough to hold your own in strategy meetings? Probably. But what will set you apart from the rest is actually knowing how to USE big data to get solid, real-world business results - and putting that in place to improve performance. Big Data will give you a clear understanding, blueprint, and step-by-step approach to building your own big data strategy. This is a well-needed practical introduction to actually putting the topic into practice. Illustrated with numerous real-world examples from a cross section of companies and organisations, Big Data will take you through the five steps of the SMART model: Start with Strategy, Measure Metrics and Data, Apply Analytics, Report Results, Transform.

Discusses how companies need to clearly define what it is they need to know Outlines how companies can collect relevant data and measure the metrics that will help them answer their most important business questions Addresses how the results of big data analytics can be visualised and communicated to ensure key decisions-makers understand them Includes many high-profile case studies from the author's work with some of the world's best known brands

Genres: Business, Nonfiction, Science, Technology, Economics, Audiobook, Management

233 pages, Kindle Edition

First published January 9, 2015

About the author

Best-Selling Author, Keynote Speaker and Leading Business and Data Expert

Reviews

[Elaha Naderi · Rating 4 out of 5]

good introduction. some of the methods a bit boring or not that easy to follow / interrupted the flow / got boring, however, very smart person behind the book, and the examples were fabulous. liked the way he used references as well so I could look them up. Would have liked a little 'annexe' to refer back to websites. Some images not that easy to look at. The real world examples were very uptodate, and very interesting. Some of them could have been elaborated more/weren't as great as others in terms of quality, and there were obvious counterarguments against the points he was making, but overall I learnt a lot about what we can do, and although it scared me, it also managed to mitigate some of my fears concerning the use of this - take-home message: focus only on what you need, explore what is accessible to you, you're not google and you won't realistically be google, so don't worry about what they're doing.
Being German this made me want to read more about the differences in privacy/data protection concerns, too, as I feel like a German would have approached the subject differently. Very important to have different perspectives though.

[Jan · Rating 5 out of 5]

Inspring, mercifully short and crisp and with actionable guidance and content

[Lỳ · Rating 3 out of 5]

Big Data is not a page-turner but still an informative one. It offers basic concepts, principles on how to work with data, how to use them to drive business decision.

[Createpei · Rating 3 out of 5]

Good book - great framework for selecting, analyzing and reporting data - SMART.

Found the examples a bit repetitive throughout the book.

But found the analysis section wanting - think there should be more detail on why/how things should be measured so that the layperson could understand more behind the science.

Overall a fast and interesting read - will likely read it again.

[Nick Frolov · Rating 4 out of 5]

Good overview of what is currently possible to use data in decision making process. The book requires zero technical background and basically describes ability to extract data and use it to answer business questions.

[Geraldine Carrillo · Rating 3 out of 5]

It's a combination between a general (nothing deep at all) of the role of big data in our society. The fact is that these types of books get undated very soon, and that's why I'm leaving a 3 star rating, there are newer books covering these matters with better insights. What I liked was the strategy part of the book, which makes sense and helps you notice, at it is, it doesn't enough to have a bunch of data in your company if you are not sure where are you moving with that information.

[Niels Bergervoet · Rating 3 out of 5]

Gives the basics on Big Data and provides a framework to work with Big Data (SMART, Strategy, Measure, Analyze, Report, Transform). But the book lacks depth and a large part of the given big data examples are well know clichés.

[Kevin · Rating 3 out of 5]

Good overview of Big Data, but lacks any technical details.

[Michael · Rating 5 out of 5]

Great read for entrepreneurs especially if you're start-up in need of some data guide for decision making. It's a go to referrence point for data analysis and decision-making.

[Beata · Rating 4 out of 5]

Very good for BEGINNERS

[PurposeFocusCommitment · Rating 3 out of 5]

My thoughts:
Bernard Marr did a good job breaking down the main tasks a data analyst should have his focus on when working with a company's data and reports/dashboards. I liked how his "SMART" model comes full circle that way. On the other hand, I found his examples very simplified and not providing too much in-depth technical insight into how to implement each step of the model to get the most out of it. One of the issues I had with the book is that it's a book for beginners in data analytics, or for management who needs to learn a little bit more about what data analytics and big data are. The book has no technical insight on big data or analytics, which is good if you are looking for a book that only covers the basics, on the other hand when being promised to get explanations and "tutorials" on how to implement practices such as leading firms do, you kind of expect some technical insight. Don't you?

Also, the title could be different as the content of the book actually doesn't have to do so much with big data as it does with data analytics. Yes, the author explains what big data is and provides some case studies as also benefits and traps of big data but overall the "SMART" model seems more appropriate for data analysts as a roadmap on how to better do their job be it having big data or not. Overall the book provides value if you want to know the basics of data analytics and what big data can also "bring to the table" but keep in mind that this book is from 2015 and that is one of its shortcomings - it lacks a lot about big data that has come to light since then, also there are many new case studies that could be shared for each step of the "SMART" model. Maybe the author will do a "fresh and updated edition" of the book one day.

Summary of the book:
The author starts out with how the "world" is getting smarter with all the smart gadgets which collect data and how companies in different fields use that data to improve their users' lives. Then in the first chapter, the author paints the picture of what are the pitfalls of big data where you can get lost, and how his "SMART" model saves you from those pitfalls. In the second chapter, he explains why you need to know your (company) strategy and that is because you need to know which questions to answer to get valuable insights from your data. And by doing so you know which data you need to get those answers. Without this step, it may happen that you collect and store the wrong data and can't get correct insights on how to improve your business. The author also tries to explain the SMART strategy board by using a pear tree analogy (what are the roots, trunk, and major branches).

In the third chapter, the author at first explains where and about what companies like Facebook, Google, and other institutes such as banks and insurance collect and process data. You also go over the types of data. Then he goes on to explain metrics and data for strategic advantage. The fourth chapter covers the five key formats of data, the different ways of analysis for each format of data, as also combined analytics which opens even more possibilities for valuable insights. But the author also mentions the dangers of doing so without the consent of the users/the observed. He points out that we the users give companies data for free and we may even not be aware that we do so. Do you know what your "Likes" on social media say about you? If not, be sure that those companies (social media) do and if not yet they will soon be selling that information to other companies you have probably never been in contact with.

In the fifth chapter the author explains more about reporting results, what are the pitfalls, what are the key ingredients of a successful visualization that you have to have in mind when creating a report or a dashboard. One of the biggest mistakes that companies might make is that they want to use the current or next "hot" BI tool which might cause the company more costs (due to training of employees who will use the new "hot" BI tool) and may take more time to prepare the reports or dashboard which might cause the company to miss an opportunity due to not having the data on time to make the right decision. In the last chapter, the author comes full circle with the topic of transforming your business based on collected, analyzed and presented data which gave you certain insights into your business, into your customers, and how they interact with your company and product or service. You also need to have an open mind and "eyes wide open" for any new opportunities that you have not thought of but the data clearly shows that it is there. Customers or users will not always use your product or service as you intended them to so, and by researching how, when, and why they use it you might find a new niche. Also, the processes and the equipment you use can be used in a different way or optimized by going over the numbers in different formats (spreadsheets or visuals).

[Tuyet Lan · Rating 5 out of 5]

Cuốn sách này là một khởi đầu tốt cho bạn đọc muốn bước đầu hiểu về Big Data. Nó diễn đạt khái niệm "hot" này bằng các từ ngữ dễ hiểu, dẫn chứng thực tế và cách trình bày logic, rõ ràng.

Cuốn sách cung cấp một cái nhìn khái quát về Dữ liệu lớn - đó là gì, đang được sử dụng và có thể sử dụng để làm thay đổi mọi mặt đời sống và các mối liên hệ của chúng ta - từ cấp độ cá nhân cho đến một công ty, một quốc gia và toàn cầu như thế nào.

Bên cạnh đưa ra những dẫn chứng/ bức tranh tương lai không xa về những điều "kì diệu" mà Dữ liệu lớn có thể đem lại. Tác giả cũng đưa ra nhận định xác đáng về giá trị thực tế của Dữ liệu lớn - Có được khối lượng dữ liệu khổng lồ chưa phải là một lợi thế. Mà biết cách phân tích, diễn giải được các dữ liệu đó sao cho đúng mục tiêu sử dụng, và trình bày tóm tắt - dễ hiểu - phù hợp với đối tượng sử dụng mới là điều quan trọng.

Điều này đồng nghĩa với việc trấn an các doanh nghiệp và đơn vị sự nghiệp nhỏ - rằng dẫu họ chưa có Dữ liệu lớn cũng không quá đáng ngại, cũng đừng sợ ngợp trước vô vàn thông tin. Họ có thể áp dụng các công thức SMART để bắt tay vào xây dựng chiến lược khai thác Dữ liệu lớn cho các mục tiêu phát triển của họ. Các gợi ý được tác giả tóm tắt thành công thức viết tắt là SMART:
S= Start with strategy- Khởi đầu với chiến lược
M= Mesure Metrics and data- Đo lường các chỉ số và dữ liệu
A= Apply Analytics - Áp dụng các phương pháp phân tích
R= Report results- Báo cáo kết quả
T= Transform Business- Biến đổi doanh nghiệp

Mình rất đồng tình với đoạn kết của sách- khi tác giả đề cập đến nan đề đạo đức và quyền bảo mật khi thu thập và khai thác Dữ liệu lớn. Dĩ nhiên đây có thể là một tranh luận không hồi kết, nhưng tác giả cũng đưa ra một số tiêu chí kim chỉ nan để giảm bớt bất cập và tạo ra thế Win-Win cho mọi người. Đó là: Cam kết ẩn danh người được thu thập thông tin; Minh bạch trong việc sử dụng dữ liệu và Đảm bảo tạo ra giá trị tích cực từ các dữ liệu đã thu thập.

[Nathan Mukoma · Rating 4 out of 5]

Great book and a very good read. I’d strongly recommend this if you want a starting point for your journey on reading and learning about Big Data. The author has experience in it and the book is written in a very easy to read way, no jargon and you don’t need to be a specialist in that field to understand. I also like the SMART framework provided and some the example really do illustrate the promises and existing evolution of Big Data. However, I do think the book could have been shorter, there are a lot of repetitive examples and I think he didn’t have to go for so many pages with examples. Giving an overall in most case would have been Sufficient (like he did in the introduction). This would have made the book much more focused and short. I also wished he had given much more example of tools and software that can be used rather than just saying that there are tools to help in doing x or y.

[Chris Shores · Rating 4 out of 5]

Very good overview of how big data can transform business. The beginning and end of the book provide interesting high-level examples of how big data is used across a variety of industries.

The real value comes in the meat of the book where the author describes how to 1. begin with a set of strategical questions, 2. assess available data sets to answer those questions, 3. analyze that data, and 4. report key findings to 5. bring about informed decision making and change.

The details of the analysis techniques are not discussed but I think that was appropriate for this book, which really serves as a starting blueprint for how businesses can use big data. The tone was conversational and informative; the author also
included necessary discussions about privacy and transparency.

[Lê Nhiên · Rating 4 out of 5]

Cuốn sách này rất hữu ích với người bắt đầu tìm hiểu về Big Data . Nó cho chúng ta thấy được một cái nhìn tổng quan khi tiếp cận với dữ liệu, các bước cần làm khi chúng ta muốn làm việc với dữ liệu.
Thêm vào đó, tác giả cũng đã cho chúng ta hiểu được rằng:
Chúng ta không cần một dữ liệu quá lớn (Big data) mà thứ chúng ta cần là dữ liệu hữu ích, dữ liệu SMART. Thứ có thể giúp chúng ta đi đến việc hiểu được điều gì đang diễn ra với vấn đề mà chúng ta đang tìm hiểu.

Cuối cuốn sách, tác giả cũng đã nhấn mạnh về vấn đề quyền riêng tư, sự bảo mật về dữ liệu. Khi mà sự bùng nổ về dữ liệu làm cho các thông tin cá nhân của chúng ta bị công khai, dẫn đến việc bị sử dụng vào mục đích xấu.

[Chris · Rating 3 out of 5]

This book provides a decent overview of what big data can do and a structured approach to low to think about big data from an organizational perspective, but it is very thin on practical details about implementation. If you are looking to get your hands dirty with big data, this is not the guide for you; it's more strategic than practical.

[John Carlsson · Rating 4 out of 5]

I och för sig en handbok för hur man använder Big Data som entreprenör, men innehåller så pass mycket bra förklaringar och ställer massa intressanta frågor om fenomenet, så att den går att rekommendera till vem som helst.

Både fascinerande och skrämmande om hur mycket av det som vi gör varje dag samlas in för att senare användas i riktad marknadsföring men även i andra sammanhang.

[Dale Campbell · Rating 2 out of 5]

The real value in this book was found in the first 50 pages where Marr explains the SMART methodology and the Chapter dealing with strategy.

The chapters on Measuring, Applying Analytics, Reporting and Transforming Business offer anecdotes and a very high level overview of the topics with very little explanation of how to actually execute processes.

[JC Calderon · Rating 4 out of 5]

This is a very simple yet very comprehensive book about big data and analytics. Everyone who is curious about the topic and has a basic understanding of computer science, internet, statistics and business would benefit from reading the book

[Celeste · Rating 2 out of 5]

Would have been better if there are sample tables or computations of how data were analysed by some companies cited rather than just texts stating that company A analysed data A and discovered result A.

[Bonyo · Rating 4 out of 5]

Good overview of Big Data

I would recommend this for analysts who want an overview of directing organizations to harvest the power of big data for decision making. It highlights some opportunities, and I'm happy it addresses the ethical issue.

[Monika Skarzauskaite · Rating 1 out of 5]

The book is outdated already.
Eventough the author notes that he will help smaller companies understand how to use big data for their advantage, the examples are mostly on huge companies like Google.

[Ryan Barretto · Rating 5 out of 5]

An excellent read. I was clueless about Big Data, so this provided a great look into the topic and it's benefits, along with the downside. The author is a master in the topic and has given plenty of examples.
I'd heartily recommend the book.

[Ehsan Gazar · Rating 3 out of 5]

Interesting book, however, the concept of books are getting older, was written in 2015, and now it's almost 2022! 7 years, the amount of data is extremely higher and Big Data is getting to be a normal thing in any company.
But the concept of the book, the SMART way, still applies.

[Lizz · Rating 3 out of 5]

Definitely more of a business book than a technology book. Repetitive and gives the impression that it was not meant to be read in its entirety because the same examples and stories are used multiple times. Also, it sort of felt like an ad for the Up band it was mentioned so much.

[Mostafa · Rating 4 out of 5]

It is good for people that are new to Big data and data analysis.

[Dr. Tathagat Varma · Rating 2 out of 5]

Perhaps the book is little dated, or maybe it is more of an intro-level text, but I didn't quite find it very useful or stimulating.

[202 unknown · Rating 5 out of 5]

Thực sự là mê những ứng dụng có được khi chúng ta biết phân tích dữ liệu

[Cat Cibu · Rating 1 out of 5]

This is a really bad book. Struggled to get through the tons of repetitive and often pointless stories - walked away halfway through with nothing more than I had started.

[Doug · Rating 3 out of 5]

This is a very high-level overview of the data that can be collected or is available to some companies (e.g., Facebook, Google). One summary of this work could be "a lot of data is being collected about you, which can be good or bad. As a business, you need 'smart data' in an accessible form to make good decisions." Some time is given to data visualization, but little or no information is provided about how to get access to available big data.