Sublime

It will encourage you to segment Visitors, their behavior, and Outcomes. You’ll realize the limits of a pure Clickstream strategy, and you’ll be forced to expand beyond just Google Analytics, Omniture, or Coremetrics and execute a true Multiplicity strategy.

1. Scalability is crucial - systems need to be designed with the assumption that query volume, document corpus size, indexing complexity etc. could increase by 10x. What works at one scale may completely break at a higher scale.


2. Sharding the index, either by document or by word, is important to distribute the indexing and querying load across machines.

GE, for example, has focused on “things that spin”—turbines and locomotive engines, for example—as generators of service data.

ENTRY POINT #2: SYSTEMS STUDY

Much of the work analytic professionals do falls into the realm of advanced analytics, which encompasses data mining, predictive modeling, and other advanced techniques. We’ll

operational systems that serve as the sources for data; a data warehouse or collection of federated data marts that house and—ideally—integrate the data for a range of analysis functions; and a set of business intelligence and analytics tools that enable decisions from the use of ad hoc queries, dashboards, and data mining.

Managing A founder’s role changes a lot as a company grows. An analogy from the sports world: 1–10 employees: player 10–100 employees: coach 100–1,000 employees: general manager 1,000+ employees: commissioner

Integrating and analyzing data—some big and unstructured, some smaller and more structured—across multiple channels is, then, the primary big data agenda for marketers.

Imprecise, slow requirements gathering for a new analytical system or process is replaced by iterative experimentation, insight, and validation.