BERNARD MARR is a bestselling business author, keynote speaker and consultant in Big Data analytics and enterprise performance. He is one of the world's most highly respected thought leaders on data in business and regularly helps major companies and governments gain better insights from their data. Bernard is a frequent contributor to the World Economic Forum, writes a regular column for Forbes, and is recognized by LinkedIn as one of the world's top 5 business influencers. He is the author of numerous books including Big Data (winner of the Futures Category at the CMI Management Book of the Year Awards 2016), Big Data for Small Business For Dummies and Key Business Analytics.

Introduction 1

1 Walmart: How Big Data is Used to Drive Supermarket Performance 5

2 CERN: Unravelling the Secrets of the Universe With Big Data 11

3 Netflix: How Netflix Used Big Data to Give Us the Programmes We Want 17

4 Rolls-Royce: How Big Data is Used to Drive Success in Manufacturing 25

5 Shell: How Big Oil Uses Big Data 31

6 Apixio: How Big Data is Transforming Healthcare 37

7 Lotus F1 Team: How Big Data is Essential to the Success of Motorsport Teams 45

8 Pendleton & Son Butchers: Big Data For Small Business 51

9 US Olympic Women's Cycling Team: How Big Data Analytics is Used to Optimize Athletes' Performance 57

10 ZSL: Big Data in the Zoo and to Protect Animals 63

11 Facebook: How Facebook Use Big Data to Understand Customers 69

12 John Deere: How Big Data Can Be Applied On Farms 75

13 Royal Bank of Scotland: Using Big Data to Make Customer Service More Personal 81

14 LinkedIn: How Big Data is Used to Fuel Social Media Success 87

15 Microsoft: Bringing Big Data to the Masses 95

16 Acxiom: Fuelling Marketing With Big Data 103

17 US Immigration and Customs: How Big Data is Used to Keep Passengers Safe and Prevent Terrorism 111

18 Nest: Bringing the Internet of Things Into the Home 117

19 GE: How Big Data is Fuelling the Industrial Internet 125

20 Etsy: How Big Data is Used in a Crafty Way 131

21 Narrative Science: How Big Data is Used to Tell Stories 137

22 BBC: How Big Data is Used in the Media 143

23 Milton Keynes: How Big Data is Used to Create Smarter Cities 149

24 Palantir: How Big Data is Used to Help the CIA and to Detect Bombs in Afghanistan 157

25 Airbnb: How Big Data is Used to Disrupt the Hospitality Industry 163

26 Sprint: Profiling Audiences Using Mobile Network Data 169

27 Dickey's Barbecue Pit: How Big Data is Used to Gain Performance Insights Into One of America's Most Successful Restaurant Chains 175

28 Caesars: Big Data at the Casino 181

29 Fitbit: Big Data in the Personal Fitness Arena 189

30 Ralph Lauren: Big Data in the Fashion Industry 195

31 Zynga: Big Data in the Gaming Industry 199

32 Autodesk: How Big Data is Transforming the Software Industry 205

33 Walt Disney Parks and Resorts: How Big Data is Transforming Our Family Holidays 211

34 Experian: Using Big Data to Make Lending Decisions and to Crack Down On Identity Fraud 217

35 Transport for London: How Big Data is Used to Improve and Manage Public Transport in London 223

36 The US Government: Using Big Data to Run a Country 229

37 IBM Watson: Teaching Computers to Understand and Learn 237

38 Google: How Big Data is at the Heart of Google's Business Model 243

39 Terra Seismic: Using Big Data to Predict Earthquakes 251

40 Apple: How Big Data is at the Centre of Their Business 255

41 Twitter: How Twitter and IBM Deliver Customer Insights From Big Data 261

42 Uber: How Big Data is at the Centre of Uber's Transportation Business 267

43 Electronic Arts: Big Data in Video Gaming 273

44 Kaggle: Crowdsourcing Your Data Scientist 281

45 Amazon: How Predictive Analytics Are Used to Get a 360-Degree View of Consumers 287

Final Thoughts 293

About the Author 297

Acknowledgements 299

Index 301