Creating Value from Big Data Unlocking the Potential of Unstructured Data

Many people may be unsure of what 'structured data' means, but everyone will recognise it: data that resides within a fixed field in a record. At the same time, the web, mobile and social networks, and other platforms are producing enormous amounts of unstructured data, which can itself hold a wealth of market intelligence. Unlock this 'big data' and it has the power to build sustainable value in a number of forms. But how can such vast quantities of data be interpreted and used effectively?

Creating Value from Big Data enables readers to make sense of data patterns and then link those insights to build value creation opportunities for their businesses. Using case studies such as Samsung and American Express, it presents a simple framework and a non-technical approach through which managers can produce meaningful analytics on which to base effective business decisions.

With two authors and supported by Ashridge, the book offers a highly practical guide that has real-world business applications for both senior managers and postgraduate/MBA students.

Atal Malviya is the founder of Odimax, a VC-funded, big data analytics company that has worked with clients such as Oracle, Network Rail UK, and the Indian Institute of Technologies in Delhi. Atal holds an MSc in Computer Science from India and an MBA from Ashridge Business School.

Dr. Mike Malmgren is Head of Strategy & Innovation and Programme Director at Ashridge Business School. He teaches the strategy module on the MBA programme and works with international clients such as AstraZeneca, Ericsson, Electrolux, and Volkswagen. He is also Associate Professor at the University of Linköping, Sweden.

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