ABOUT THE AUTHOR Dr. Arvind Sathi is the World Wide Communication Sector archi- tect for big data at IBM® . Dr. Sathi received his Ph.D. in business administration from Carnegie Mellon University and worked under Nobel Prize winner Dr. Herbert A. Simon. Dr. Sathi is a seasoned professional with more than 20 years of leadership in information management architecture and delivery. His primary focus has been in creating visions and roadmaps for advanced analytics at lead- ing IBM clients in telecommunications, media and entertainment, and energy and utilities organizations worldwide. He has con- ducted a number of workshops on big data assessment and roadmap development. Prior to joining IBM, Dr. Sathi was a pioneer in d eveloping k nowledge-based solutions for CRM at Carnegie Group. At BearingPoint, he led the development of enterprise integration, master data man- agement (MDM), and operations support systems / business support systems (OSS/BSS) solutions for the communications market, and also developed horizontal solutions for communications, fi nancial services, and public services. At IBM, Dr. Sathi has led several infor- mation management programs in MDM, data security, business intel- ligence, advanced analytics, big data, and related areas, and provided strategic architecture oversight to IBM’s strategic accounts. He has also delivered a number of workshops and presentations at industry con- ferences on technical subjects, including MDM and data architecture, 202 ABOUT THE AUTHOR and he holds two patents in data masking. His fi rst book, Customer Experience Analytics , was released by MC Press in October 2011, and his second book, Big Data Analytics , was released in October 2012. He has also been a contributing author in a number of data governance books written by Sunil Soares. NOTES 1 INTRODUCTION 1 . Matt Carmichael, BUYographics (New York: Palgrave Macmillan, 2013). 2 . Rob Lammle, “You May Already Be a Winner! Th e Story of Publishers Clearing House,” Mental_fl oss, http://mentalfl oss.com/article/30981/you -may-already-be-winner-story-publishers-clearing-house . 3 . Anupam Saxena, “TRAI Disconnects 22,769 Spammers; 161.66M Subscribers Registered With NCPR,” Medianama, March 29, 2012, http:// www.medianama.com/2012/03/223-trai-disconnects-22769-spammers -161–66m-subscribers-registered-with-ncpr/ . 4 . Chantel Tode, “Many Marketers Unprepared as Deadline Looms for New SMS Guidelines,” September 26, 2013, http://www.mobilemarketer.com /cms/news/messaging/16242.html . 5 . Marketing, “IBMs CEO on Data, the Death of Segmentation and the 18-month Deadline,” Marketing Magazine , 13 February 2013, http://www .marketingmag.com.au/news/ibms-ceo-on-data-the-death-of-segmenta tion-and-the-18-month-deadline-36359/#.Uyilyf01Ukc . 6 . Elias St. Elmo Lewis, “Catch-Line and Argument,” Th e Book-Keeper , February 1903, 124. Other writings by St. Elmo Lewis on advertising princi- ples include “Side Talks about Advertising,” Th e Western Druggist, February 1899, 65–66; Financial Advertising, (Indianapolis: Levey Bros., 1908); and “Th e Duty and Privilege of Advertising a Bank,” Th e Bankers’ Magazine, April 1909, 710–711. http://en.wikipedia.org/wiki/AIDA_(marketing) . 7 . I tried using the term CSP, or communications service providers, in my previous communications. Unfortunately, that is not a well-known term outside of communications companies. So, I have resorted to using the term “telecom” to describe CSPs despite their wider role and interest. 8 . Th e video is posted on my YouTube page at https://www.youtube.com /watch?v=pPEyYPsCxZY . 2 CHANGING WINDS 1 . “From Stretched to Strengthened—Insights from the Global Chief Marketing Offi cer Study,” IBM, http://public.dhe.ibm.comRcommon/ssi /ecm/en/gbe03419usen/GBE03419USEN.PDF . 204 NOTES 2 . Richard Bishop, Intelligent Vehicle Technologies and Trends (Boston: Artech House, 2005), p. 300. 3 . Andrew Th urlow, “Mercedes, Nokia Team Up on Smart Maps for Connected Cars,” Automotive News , September 11, 2013, http://www .autonews.com/article/20130911/OEM06/130919958/mercedes-nokia -team-up-on-smart maps-for-connected-cars#ixzz2mvgmqsT9 ; Mary Branscombe, “Ford’s Vision for the Connected Car,” TechRadar.Car Tech , June 29, 2012, http://www.techradar.com/us/news/car-tech/ford-s -vision-for-the-connected-car-1086473 ; Kevin Fitchard, “Honda Revamps Its Link Connected Car System, Making It Very iPhone Friendly,” Gigaom, December 3, 2013, http://gigaom.com/2013/12/03/honda-revamps-its -link-connected-car-system-making-it-very-iphone-friendly/ . 4 . “Wireless Phone Cases Dismissed,” San Francisco Call , July 7, 1908, California Digital Newspaper Collection: http://cdnc.ucr.edu/cgi-bin/cdnc? a=d&d=SFC19080707.2.68# . 5 . Martin Cooper et al., “Radio Telephone System,” US Patent number 3,906,166; Filing date: October 17, 1973; Issue date: September 1975; Assignee Motorola. 6 . “Multiscreen Campaign Importance Rises with Smart Device Use,” eMarketer, November 25, 2013, http://www.emarketer.com/Article /Multiscreen-Campaign-Importance-Rises-With-Smart-Device-Use /1010413#FGdLFxe0Vh8h2F0O.99 . 7 . “Cyber Monday Goes Mobile with 55 Percent Sales Growth, Reports IBM,” IBM Press Release, December 3, 2013, http://www-03.ibm.com/press/us /en/pressrelease/42661.wss#resource . 8 . Statistics recorded on Appbrain’s website at http://www.appbrain.com /stats/number-of-android-apps . 9 . Sam Costello, “How Many Apps Are in the iPhone App Store?”, About.com, http://ipod.about.com/od/iphonesoft wareterms/qt/apps-in-app-store.htm . 10 . Excerpts from Yelp website: http://www.yelp.com/faq#what_is_elite_squad . 11 . Geoff rey A. Fowler, “When the Most Personal Secrets Get Outed on Facebook,” Wall Street Journal, October 13, 2012, http://online.wsj.com /news/articles/SB10000872396390444165804578008740578200224. 12 . Sasha Issenberg, “How President Obama’s Campaign Used Big Data to Rally Individual Voters,” MIT Technology Review, December 19, 2012.) http://www.technologyreview.com/featuredstory/508836/how-obama -used-big-data-to-rally- voters-part-1/ 13 . Excerpts from Opensource.org website: http://opensource.org/history . 14 . Excerpts from Apache website: http://httpd.apache.org/ABOUT_APACHE .html . 15 . Statistics reported on the Apache website: http://en.wikipedia.org/wiki /Apache_HTTP_Server . 16 . Derrik Harris, “Th e History of Hadoop: From 4 Nodes to the Future of Data,” Gigaom, March 4, 2013, http://gigaom.com/2013/03/04/the -history-of-hadoop-from-4-nodes-to-the-future-of-data/ . 17 . MSLGroup, “Why Kodaveri Di Went Viral; Lessons for Marketers,” Slideshare, January 13, 2012, http://www.slideshare.net/mslgroup/rhythm-correct . NOTES 205 18 . Sony Music India, “Why Th is Kolaveri Di Full Song Promo Video in HD,” YouTube, November 16, 2011, http://www.youtube.com/watch? v=YR12Z8f1Dh8 . 19 . Gautaman Bhaskaran, “Dhanush-Shruti’s 3 Fails at the Box Offi ce,” HindustanTimes.com, April 18, 2012, http://www.hindustantimes.com /entertainment/regional/dhanush-shruti-s-3-fails-at-the-box-offi ce/article1 –842419.aspx . 20 . William Gruger, “Psy’s Gangam Style’ Video Hits 1 Billion Views, Unprecedented Milestone,” Billboardbiz, December 21, 2002, www.bill board.com/biz/articles/news/1483733/psys-gangam-style-video-hits -1-billion-views-unprecedented-milestone . 21 . Lisa Irby, “Welcome to My Channel,” YouTube, March 18, 2013, http:// www.youtube.com/watch?v=JfH5nuioMe4 22 . “Internet Ad Revenues At $20.1 Billion Hit Historic High for Half-Year 2013, Up 18% over Same Time in 2012, According to IAB,” IAB, October 9, 2013, http://www.iab.net/about_the_iab/recent_press_releases/press_release _archive/press_release/pr-100913 . 23 . Ki Mae Heussner, “Th e Backstory on the Most Frequently Cited Chart in Digital Media,” Gigaom, June 5, 2012, http://gigaom.com/2012/06/05/the -backstory-on-the-most-frequently-cited-chart-in-digital-media/ . 24 . Amir Efrati, “Online Ads: Where 1,240 Companies Fit In,” Wall Street Journal, June 6, 2011, http://blogs.wsj.com/digits/2011/06/06/online-ads -where-1240-companies-fi t-in/ . 25 . Miller et al., “Sentiment Flow through Hyperlink Networks,” Stanford University, http://www.stanford.edu/~cgpotts/papers/sentifl ow.pdf#! . 26 . Now part of IBM’s Enterprise Marketing Management group. For details, see http://www-01.ibm.com/software/marketing-solutions /coremetrics/ . 27 . See details of Radian6’s off ering at their website: http://www.salesforce marketingcloud.com/products/social-media-listening/ . 28 . Off ers a command center. For details, see http://www.attensity.com /products/attensity-command-center/ . 29 . “Adobe Chases Elusive Profi t in $67.3 Billion Cloud Market,” Information Management, December 9, 2013, http://www.information-management .com/news/adobe-chaese-proft -in-cloud-10025131–1.html . 30 . Anick Jesdanun, “FTC Finalizes Privacy Settlement with Facebook,” USA Today , August 10, 2012, http://www.usatoday.com/tech/news/story/2012 -08-10/ft c-facebook-privacy/56934670/1 . 31 . Paul Elias, “NSA Surveillance Documents Released by Offi cials Show Misuse of Domestic Spying Program,” Huffi ngton Post , September 9, 2013, http://www.huffi ngtonpost.com/2013/09/10/nsa-surveillance-documents _n_3902208.html . 32 . As stated on Apple web site and updated as of March 1, 2014. See https:// www.apple.com/legal/privacy/en-ww/ for details . 33 . Phil Nickinson, “Sprint says it’s no longer collecting analytics via Carrier IQ,” Android Central, December 16, 2011, http://www.androidcentral .com/sprint-says-its-no-longer-collecting-analytics-carrier-iq 206 NOTES 34 . AT&T privacy policy,