Becoming Wise with BIG Data

The Wisdom of Data-Driven Decision Making - DIKW:

Data-driven decision making


Data-driven decision helps organizations to:

  • Make better decisions that are based on facts and evidence, rather than intuition or gut feeling.
  • Identify and solve problems more effectively.
  • Improve operational efficiency and productivity.
  • Develop new products and services that meet the needs of their customers.
  • Gain a competitive advantage in the marketplace.


The Process


The data-driven decision making process typically involves the following steps:

  1. Identify the problem or opportunity. What are you trying to achieve or improve?
  2. Collect relevant data. This could include data from internal sources (e.g., sales data, customer feedback, operational data) or external sources (e.g., market research data, social media data).
  3. Clean and prepare the data. This involves removing errors and inconsistencies, and organizing the data in a way that can be easily analyzed.
  4. Analyze the data. This involves using statistical methods and data visualization tools to identify patterns and trends in the data.
  5. Interpret the results. What do the results of the data analysis tell you about the problem or opportunity you are trying to address?
  6. Develop and implement solutions. Based on your interpretation of the results, develop and implement solutions to the problem or opportunity.
  7. Monitor and evaluate the results. Track the results of your solutions to see if they are having the desired effect. If not, make adjustments as needed.




DIKW pyramid

The DIKW pyramid is a conceptual model that describes the relationship between data, information, knowledge, and wisdom.

  • Data: Raw, unprocessed facts. (name, number, address
  • Information: Data that has been processed and organized into a meaningful form. (this is their name, this is their number, this is their address)
  • Knowledge: Information that has been interpreted and understood. (data model, schema)
  • Wisdom: The ability to apply knowledge to solve problems and make good decisions. (AI, machine learning)

Data-driven decision making involves climbing the DIKW pyramid, from data to information to knowledge to wisdom. At each level, the data is transformed into a more valuable form.

Examples of data-driven decision making

Here are a few examples of how organizations use data-driven decision making:

  • Amazon: Amazon uses data-driven decision making to recommend products to customers, optimize its supply chain, and develop new products and services.
  • Netflix: Netflix uses data-driven decision making to recommend movies and TV shows to its users, produce new content, and decide how to allocate its resources.
  • Coles: Coles uses data-driven decision making to optimize its pricing, inventory management, and store layout, mailing customers with deals.
  • Target: Target uses data-driven decision making to personalize its marketing campaigns and target customers with relevant offers.

Leveraging Microsoft Technologies

Microsoft offers a range of technologies and tools that are highly relevant to Big Data applications. These technologies empower organizations to manage, process, and derive valuable insights from large and complex data sets. Here are some key Microsoft technologies in the Big Data landscape:


Microsoft Azure: Azure provides a robust cloud platform for Big Data solutions. It offers services like Azure Data Lake Storage and Azure Data Factory for storing and processing large data sets.

Azure HDInsight: This is a managed cloud service that makes it easier to set up, operate, and scale Apache Hadoop and Spark clusters, perfect for Big Data analytics.

Azure Synapse Analytics: Formerly known as SQL Data Warehouse, this service allows you to query and analyze large volumes of data using standard SQL.

Azure Databricks: It's a fast, easy, and collaborative Apache Spark-based analytics platform that's fully integrated with Azure. It's excellent for processing and analyzing Big Data.

Power BI: Microsoft's business intelligence tool can be used to visualize and gain insights from Big Data, making it easier to communicate findings within the organization.

SQL Server Big Data Clusters: With SQL Server 2019, Microsoft introduced Big Data Clusters, which allow you to deploy scalable clusters of SQL Server, Spark, and HDFS containers on Kubernetes. This enables you to run Big Data and relational workloads together.

Azure Machine Learning: For organizations looking to apply machine learning and AI to Big Data, this platform offers a comprehensive suite of tools and services.

Cosmos DB: While not strictly a Big Data technology, it's a globally distributed, multi-model database service that can handle large volumes of data and scale as needed.


Microsoft's technologies in the Big Data space provide a comprehensive ecosystem for collecting, storing, processing, analyzing, and visualizing data.


Leveraging AWS

Amazon Web Services (AWS) offers a comprehensive set of technologies and services for managing, processing, and analyzing Big Data. These AWS technologies are widely used by organizations to harness the power of large and complex datasets. Here are some key AWS Big Data technologies and services:

Amazon EMR (Elastic MapReduce): EMR is a cloud-native big data platform that uses Apache Hadoop, Spark, and other popular frameworks to process and analyze large datasets.

Amazon Redshift: Redshift is a fully managed data warehouse service that allows for high-performance querying and analysis of large-scale data.

Amazon S3 (Simple Storage Service): S3 is an object storage service that can store and retrieve large volumes of data, making it a key component for data storage in Big Data solutions.

AWS Glue: Glue is a fully managed extract, transform, and load (ETL) service that makes it easy to prepare and load data for analytics.

Amazon Kinesis: Kinesis offers a set of services for real-time streaming data, allowing organizations to process and analyze data as it's generated.

Amazon Athena: Athena is an interactive query service that allows you to analyze data in Amazon S3 using standard SQL without the need for complex ETL processes.

AWS Data Pipeline: This service helps you move data between different AWS services and on-premises data sources, making it easier to orchestrate data workflows.

Amazon QuickSight: QuickSight is a business intelligence service that allows you to build interactive dashboards for data visualization and analysis.

AWS Lambda: Lambda enables serverless computing, which can be used to trigger data processing and analysis tasks in response to events.

Amazon SageMaker: SageMaker is a fully managed service for building, training, and deploying machine learning models at scale.

AWS Glue DataBrew: It's a visual data preparation tool that makes it easy to clean and normalize data for analysis.

Amazon Timestream: Timestream is a fully managed, serverless time-series database for IoT and operational applications.


These AWS technologies are part of a comprehensive ecosystem for Big Data, offering scalable and cost-effective solutions for organizations of all sizes. Understanding and using these technologies can help organizations make informed decisions and gain valuable insights from their data.


Other Tools for Data

In addition to cloud-based services like AWS and Azure, there are several other tools and frameworks commonly used in the Big Data landscape. These open-source and commercial tools can help organizations manage, process, and analyze large and complex datasets. Here are some notable tools for Big Data:

Hadoop: An open-source framework for distributed storage and processing of large datasets. It includes the Hadoop Distributed File System (HDFS) and MapReduce for batch processing.

Apache Spark: A powerful open-source framework for real-time data processing, machine learning, and graph processing. It's known for its speed and versatility.

Apache Kafka: A distributed streaming platform used for building real-time data pipelines and streaming applications.

Apache Flink: A stream processing framework for real-time data analytics and processing.

Cassandra: A highly scalable NoSQL database that is suitable for handling large volumes of data and real-time data ingestion.

Elasticsearch: A distributed, RESTful search and analytics engine that is commonly used for log and event data analysis.

Splunk: A commercial platform for searching, monitoring, and analyzing machine-generated data like logs and events.

Tableau: A popular data visualization and business intelligence tool that helps users create interactive and shareable dashboards.

QlikView/Qlik Sense: Business intelligence and data visualization tools that allow users to explore and visualize data.

Teradata: A data warehousing solution known for its scalability and powerful analytics capabilities.

Cloudera: A platform that provides a suite of tools and services for data management and analytics, including Hadoop and Spark.

Databricks: A unified analytics platform for big data and machine learning, built on Apache Spark.

Snowflake: A cloud-based data warehousing platform that enables organizations to store and analyze data at scale.

Neo4j: A graph database that is used for storing and querying data with complex relationships, ideal for social networks and recommendation engines.

RapidMiner: An open-source and commercial data science platform that includes data preparation, machine learning, and predictive analytics capabilities.


These tools offer a wide range of capabilities and can be tailored to specific use cases and business needs. When selecting tools for a Big Data project, it's essential to consider factors such as data volume, data variety, real-time processing requirements, and the skill set of your team.



Data-driven decision making is an essential part of any successful organization today. By using data to make informed decisions, organizations can improve their performance, gain a competitive advantage, and better meet the needs of their customers.

Farhan Usman

An Information Technology Consultant / Trainer with a genuine passion for technology and remarkable interpersonal skills. With more than a decade of experience in the IT industry, he has a proven track record of fostering careers and enabling others to achieve success. Known for his exceptional analytical and problem-solving abilities, he thrives as a team member, even when juggling multiple projects with tight deadlines. His expertise spans a wide array of areas, including #PowerPlatform (Apps, Automate, BI), #Azure, #Office 365, #Cybersecurity, and #D365. This diverse skill set equips him to provide holistic solutions and insights to address the complex challenges of the constantly evolving IT landscape.


Leave a Reply

Your email address will not be published. Required fields are marked *