In this paper, we review the background and state-of-the-art of big data. We first introduce the general background of big data and review related technologies, such as could computing, Internet of Things, data centers, and Hadoop. We then focus on the four phases of the value chain of big data, i.e., data generation, data acquisition, data storage, and data analysis. For each phase, we introduce the general background, discuss the technical challenges, and review the latest advances. We finally examine the several representative applications of big data, including enterprise management, Internet of Things, online social networks, medial applications, collective intelligence, and smart grid. These discussions aim to provide a comprehensive overview and big-picture to readers of this exciting area. This survey is concluded with a discussion of open problems and future directions.

Big Data: A Survey

Recent technological advancements have led to a deluge of data from distinctive domains (e.g., health care and scientific sensors, user-generated data, Internet and financial companies, and supply chain systems) over the past two decades. The term big data was coined to capture the meaning of this emerging trend. In addition to its sheer volume, big data also exhibits other unique characteristics as compared with traditional data. For instance, big data is commonly unstructured and require more real-time analysis. This development calls for new system architectures for data acquisition, transmission, storage, and large-scale data processing mechanisms. In this paper, we present a literature survey and system tutorial for big data analytics platforms, aiming to provide an overall picture for nonexpert readers and instill a do-it-yourself spirit for advanced audiences to customize their own big-data solutions. First, we present the definition of big data and discuss big data challenges. Next, we present a systematic framework to decompose big data systems into four sequential modules, namely data generation, data acquisition, data storage, and data analytics. These four modules form a big data value chain. Following that, we present a detailed survey of numerous approaches and mechanisms from research and industry communities. In addition, we present the prevalent Hadoop framework for addressing big data challenges. Finally, we outline several evaluation benchmarks and potential research directions for big data systems.

Toward Scalable Systems for Big Data Analytics: A Technology Tutorial

The web provides an unprecedented opportunity to evaluate ideas quickly using controlled experiments, also called randomized experiments, A/B tests (and their generalizations), split tests, Control/Treatment tests, MultiVariable Tests (MVT) and parallel flights. Controlled experiments embody the best scientific design for establishing a causal relationship between changes and their influence on user-observable behavior. We provide a practical guide to conducting online experiments, where end-users can help guide the development of features. Our experience indicates that significant learning and return-on-investment (ROI) are seen when development teams listen to their customers, not to the Highest Paid Person's Opinion (HiPPO). We provide several examples of controlled experiments with surprising results. We review the important ingredients of running controlled experiments, and discuss their limitations (both technical and organizational). We focus on several areas that are critical to experimentation, including statistical power, sample size, and techniques for variance reduction. We describe common architectures for experimentation systems and analyze their advantages and disadvantages. We evaluate randomization and hashing techniques, which we show are not as simple in practice as is often assumed. Controlled experiments typically generate large amounts of data, which can be analyzed using data mining techniques to gain deeper understanding of the factors influencing the outcome of interest, leading to new hypotheses and creating a virtuous cycle of improvements. Organizations that embrace controlled experiments with clear evaluation criteria can evolve their systems with automated optimizations and real-time analyses. Based on our extensive practical experience with multiple systems and organizations, we share key lessons that will help practitioners in running trustworthy controlled experiments.

/pdf/controlled-experiments-on-the-web-survey-and-practical-guide-n6mrvhks0b.pdf

Controlled experiments on the web: survey and practical guide

The web provides an unprecedented opportunity to evaluate ideas quickly using controlled experiments, also called randomized experiments (single factor or factorial designs), A/B tests (and their generalizations), split tests, Control/Treatment tests, and parallel flights. Controlled experiments embody the best scientific design for establishing a causal relationship between changes and their influence on user-observable behavior. We provide a practical guide to conducting online experiments, where end-users can help guide the development of features. Our experience indicates that significant learning and return-on-investment (ROI) are seen when development teams listen to their customers, not to the Highest Paid Person's Opinion (HiPPO). We provide several examples of controlled experiments with surprising results. We review the important ingredients of running controlled experiments, and discuss their limitations (both technical and organizational). We focus on several areas that are critical to experimentation, including statistical power, sample size, and techniques for variance reduction. We describe common architectures for experimentation systems and analyze their advantages and disadvantages. We evaluate randomization and hashing techniques, which we show are not as simple in practice as is often assumed. Controlled experiments typically generate large amounts of data, which can be analyzed using data mining techniques to gain deeper understanding of the factors influencing the outcome of interest, leading to new hypotheses and creating a virtuous cycle of improvements. Organizations that embrace controlled experiments with clear evaluation criteria can evolve their systems with automated optimizations and real-time analyses. Based on our extensive practical experience with multiple systems and organizations, we share key lessons that will help practitioners in running trustworthy controlled experiments.

/pdf/practical-guide-to-controlled-experiments-on-the-web-listen-4f1qstrnzc.pdf

Practical guide to controlled experiments on the web: listen to your customers not to the hippo

In this chapter we present an overview of Web personalization process viewed as an application of data mining requiring support for all the phases of a typical data mining cycle. These phases include data collection and pre-processing, pattern discovery and evaluation, and finally applying the discovered knowledge in real-time to mediate between the user and the Web. This view of the personalization process provides added flexibility in leveraging multiple data sources and in effectively using the discovered models in an automatic personalization system. The chapter provides a detailed discussion of a host of activities and techniques used at different stages of this cycle, including the preprocessing and integration of data from multiple sources, as well as pattern discovery techniques that are typically applied to this data. We consider a number of classes of data mining algorithms used particularly forWeb personalization, including techniques based on clustering, association rule discovery, sequential pattern mining, Markov models, and probabilistic mixture and hidden (latent) variable models. Finally, we discuss hybrid data mining frameworks that leverage data from a variety of channels to provide more effective personalization solutions.

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Data mining for web personalization

The architecture of Blue Martini Software's e-commerce suite has supported data collection, data transformation, and data mining since its inception. With clickstreams being collected at the application-server layer, high-level events being logged, and data automatically transformed into a data warehouse using meta-data, common problems plaguing data mining using weblogs (e.g., sessionization and conflating multi-sourced data) were obviated, thus allowing us to concentrate on actual data mining goals. The paper briefly reviews the architecture and discusses many lessons learned over the last four years and the challenges that still need to be addressed. The lessons and challenges are presented across two dimensions: business-level vs. technical, and throughout the data mining lifecycle stages of data collection, data warehouse construction, business intelligence, and deployment. The lessons and challenges are also widely applicable to data mining domains outside retail e-commerce.

/pdf/lessons-and-challenges-from-mining-retail-e-commerce-data-4q1thy2gyq.pdf

Zijian Zheng

Papers

Lessons and Challenges from Mining Retail E-Commerce Data