Big Data & Analytics Heroes

John Naduvathusseril

Chief Data Architect, Nielsen Company

This week's Big Data & Analytics Hero, John Naduvathusseril, chief data architect for Nielsen Company, shares how we can flip the equation so that the challenge of big data becomes more of an opportunity for actionable insights.

How have big data and analytics impacted how you do your job today?

Nielsen has been working with big data since before it became the industry recognized term that it is today. For our clients, big data opens a world of opportunity to make strategic decisions with the full understanding of the costs and benefits associated with them.

With each new source of data, we have the challenge of bringing it together at an extremely low level of granularity to generate critical insights for our clients.

How are big data and analytics changing your business strategy?

In many ways, the preponderance of massive amounts of data can be a problem rather than a solution. Collecting and storing cumbersome terabytes of consumer data is expensive and time consuming.

If we spin the equation a bit, however, we can leverage big data as a solution: harness the massive and disparate data sets to produce cohesive, simple actionable insights that can be used in real time with reduced administration needs and very little customization.