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The return of the narratives
www.bigdatainnovation.org
Venkataraman Ramachandran
25
th
January 2014
Consultant Information,
Media & Entertainment
Cognizant Business Consulting

@venkinesis
www.venkinesis.in

www.venkinesis.in
Which is the primary key that unlocks the business
value of the data?
A: Big Data
D: Narratives
B: Algorithms
C: Data Visualization
A: Big Data
D: Narratives
Which is the primary key that unlocks the business
value of the data?
A: Big Data
D: Narratives
Which is the primary key that unlocks the business
value of the data?
Consulting, a profession grounded in building
narratives [and nave rationalization]
-

Image courtesy: Wikipedia
content is subservient to context
1. Narratives
Takeaway
Data-
grounded
narratives
Side-
effects
The story
of best
practices
Narratives
Spoken or written account of story

Homo narrans




Balvinder is married, outspoken and deeply
engaged with social issues.

Which of the following is more likely?

Balvinder is a bank manager

OR

Balvinder is a bank manager who is an active
volunteer at an NGO
Image courtesy: Freedigitalphotos.net
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
heros dads best
friend
Image Courtesy: IMDB, Wikipedia
There is too
much data out
there.
Whats 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
2.The story of Best Practices
Takeaway
Data-
grounded
narratives
Side-
effects
The story
of best
practices
Narratives
3.Side-effects
Trapped by cultural voeyurism

Organizations are the same!

Strategy ends up in tinkering and IT infrastructure tends to drift*

Denial of complexity
Takeaway
Data-
grounded
narratives
Side-
effects
The story
of best
practices
Narratives
*Source: Claudia Cibora 1997 Scandinavian Journal of Information Systems
Image Courtesy: Google Images
Intermission
Content is subservient to context
4. The return of the narratives
Takeaway
Data-
grounded
narratives
Side-
effects
The story
of best
practices
Narratives
Data Facts Angles
Structure Narrative
Turning Numbers into Narrative for an audience of one
Source: Narrative Science Website
Data Collection, Storage & Transmission
Eg. NYSE, Teradata, Hadoop, Market Trends
Vertical search
products
Eg. Cars.com
Reporting &
Visualizations
Eg. Tableau,
Cognos, Palantir,
Good Data
Value-added
data
Eg. Experian,
Navteq
Data products ecosystem
Source: Narrative Science Larry Adams Presentation at Big Data Week
Reality
Media
Data
Algorithm
Narrative
Meaning
New narrative
Reality
Media
Data
Algorithm
Narrative -1
Meaning-1
Narrative-n
Meaning-n
Old narrative
What-if
realities
The new story of best practices
All answers are statistically significant

Causality doesnt equal correlation

Appropriate practices are debunked until proven

4. Takeaway
4.When does Big Data make(s) sense?

Can your business model survive data-scarcity?

Do you see data-ubiquity as a problem or a predicament?

Whats your meta-narrative??

In a world full of answers, do you have the right
question??
Image courtesy: Freedigitalphotos.net
www.unicomlearning.com
Topic:
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UNICOM Trainings & Seminars Pvt. Ltd.
contact@unicomlearning.com
Venkataraman Ramachandran
venky@venkinesis.in
Thank You
www.bigdatainnovation.org