Big Data Analytics

Reference Architecture and

Business Value Roadmap
Joann O’Brien, TM Forum
Dr. Mick Kerrigan, Amdocs Management Ltd
Wei Dong, Big Data Works
Nikos Tsantanis, Intracom Telecom
Paul Grepps, TEOCO Corporation
Introduction to the
Big Data Analytics Guidebook
Dr. Mick Kerrigan
 Big Data Analytics
Project Team
• Team Leads and Sponsors

• Contributors
 The Many V’s
of Big Data

Velocity

Volume Variety

Value

Validity Volatility
 Big Data Analytics
Business Value Roadmap
A step-by-step process to enable a CSP to implement a BDA
use case that delivers real business value

1 2 3

Use Building Reference

Cases Blocks Model

Validate
 Big Data Analytics
Use Cases
11 BDA use cases 1 BDA use case
covering offer covering revenue
targeting and assurance
optimization
11 BDA use case
covering customer
1 BDA use case case, proactive care,
covering CSP Data and customer
Monetization retention

3 BDA use cases 3 BDA use case

covering Network covering real-time
related planning and network
capacity optimization and
management management

1 BDA use case 1 BDA use case

covering market covering partner
watch value optimization

1 BDA use case 1 BDA use case

covering fraud covering business
management process optimization
Big Data Analytics
Building Blocks
Big Data Analytics
Reference Model
Wei Dong
 Big Data
Meets Analytics
Velocity

Volume Variety

Value

Validity Volatility

Descriptive Predictive Prescriptive

Analytics Analytics Analytics
 GB979: Big Data Analytics
Reference Model
CAPEX Reduction OPEX Reduction Revenue Generating
Applications Applications
CEM Applications
Applications … Other Applications

Batch Streaming
Structured Data, Unstructured Data, Semi-structured Data
Privacy, Security, and Compliance

Data Analysis Complex Event Processing

Data Modeling, Metrics, Reports Alerts &Triggers
Data Repository
Data Exchange Services

Data Management
Transformation, Correlation, Enrichment, Retention

Data Ingestion
Integration, Import, Format

Data Source
Network, OSS, BSS, Social Network, …
 GB979: Big Data Analytics
Reference Model
CAPEX Reduction OPEX Reduction Revenue Generating
Applications Applications
CEM Applications
Applications … Other Applications

Batch Streaming
Structured Data, Unstructured Data, Semi-structured Data
Privacy, Security, and Compliance

Data Analysis Complex Event Processing

Data Modeling, Metrics, Reports Alerts &Triggers
Data Repository
Data Exchange Services

Data Management
Transformation, Correlation, Enrichment, Retention

Validity

Data Ingestion
Integration, Import, Format

Data Source
Velocity Variety Volatility
Network, OSS, BSS, Social Network, …
 GB979: Big Data Analytics
Reference Model
CAPEX Reduction OPEX Reduction Revenue Generating
Applications Applications
CEM Applications
Applications … Other Applications

Batch Streaming
Data
Data
Privacy, Security, and Compliance

Semi-structured
Data Analysis Complex Event Processing
Semi-structured

Data Modeling, Metrics, Reports Alerts &Triggers

Repository
Data Exchange Services

DataRepository
Unstructured
Unstructured Data,
Data,

Data Management
Transformation, Correlation, Enrichment, Retention
Data
Structured
Structured Data,
Data,

Data Ingestion
Integration, Import, Format

Data Source
Network, OSS, BSS, Social Network, …
 GB979: Big Data Analytics
Reference Model
CAPEX Reduction OPEX Reduction Revenue Generating
CEM Applications … Other Applications
Applications Applications
Value Applications

Batch Streaming
Structured Data, Unstructured Data, Semi-structured Data
Privacy, Security, and Compliance

Data Analysis Complex Event Processing

Data Modeling, Metrics, Reports Alerts &Triggers
Data Repository
Data Exchange Services

Data Management
Transformation, Correlation, Enrichment, Retention

Data Ingestion
Integration, Import, Format

Data Source
Network, OSS, BSS, Social Network, …
 GB979: Big Data Analytics
Reference Model
CAPEX Reduction OPEX Reduction Revenue Generating
CEM Applications … Other Applications
Applications Applications
Value Applications

Batch Streaming
Structured Data, Unstructured Data, Semi-structured Data
Privacy, Security, and Compliance

Data Analysis Complex Event Processing

Data Modeling, Metrics, Reports Alerts &Triggers
Data Repository
Data Exchange Services

Data Management
Transformation, Correlation, Enrichment, Retention

Data Ingestion
Integration, Import, Format

Data Source
Network, OSS, BSS, Social Network, …
Stream Processing
Nikos Tsantanis
 Streaming
Execution Model

(Near) Real-Time
• Analyze Data as it arrives
Data Processing Actions
• Constantly deliver outcomes
Storage

Enables powerful use cases

with time-sensitive requirements
 Real-Time
Use Case Examples
Reaction Time
millisecs secs mins

Google Ads Credit Card Location-based

display fraud marketing
 Complex Event
Processor (CEP)
The Big Data Use Case ‘triplet’:
Insight + Action = Value
Example: Real Time Churn Prevention
Insight Action Value

Subscriber Retention Satisfied

Dissatisfaction Campaign Customer

CEP: Enabler of Real-

Real-Time Insights & Actions
 How CEP Works

Identify Events Respond to Events

+
(Insights) (Actions)
• Correlate events/data • Alerts (M2H)

• Detect event patterns • Triggers (M2M)

• Execute online algorithms

• Calculate KPIs

All in real-time
 CEP Example:
Churn Prevention

Insight + Action = Value

Real-time Personalized
Offers Based on Location
Paul Grepps
 Big Data Analytics
Business Value Roadmap
A step-by-step process to enable a CSP to implement a BDA
use case that delivers real business value

1 2 3

Use Building Reference

Cases Blocks Model

Validate
 Where are
my customers?

Morning Afternoon Existing Ad

• Long Lines • Empty Stores Campaigns
• Regular • Infrequent not Working
Customers Customers
• Morning Coffee • Afternoon Tea &
& Breakfast Coffee Beans

Real-Time Targeted Location-Based Advertising

 Customer Location
Building Blocks

Geocoding Key Location Location

Location Prediction Detection
Profiling
Capture Customer Learn Key Locations Time of Day, Day of Real-Time Location
Locations (Home & Work) Week Detection
 Business Value

Service • New revenue source leads to

increased revenue
Provider

• Relevant ads improve the customer

Customer experience

Advertising • Time-of-day targetings increases offer

acceptance rate and profitability
Partner
Privacy, Security, &
Compliance
Paul Grepps
 BDA Reference Model
Privacy, Security & Compliance Layer

Compliance
Management Encryption

Security
Privacy

Legal
Protection Authentication
Regulatory
Preservation Access Control
 BDA Reference Model
Privacy, Security & Compliance Layer

Compliance
Management Encryption

Security
Privacy

Legal
Protection Authentication
Regulatory
Preservation Access Control
 BDA Reference Model
Privacy, Security & Compliance Layer

Compliance
Management Encryption

Security
Privacy

Legal
Protection Authentication
Regulatory
Preservation Access Control
 BDA Reference Model
Privacy, Security & Compliance Layer

Compliance
Management Encryption

Security
Privacy

Legal
Protection Authentication
Regulatory
Preservation Access Control
 Big Data Analytics
Project Milestones
Identify key analytics Use Cases Frameworx 13 (April 2013)

TR202: Big Data Analytics

Define a BDA Reference Model Reference Model

Decompose UCs to
Frameworx 13.5 (Sept 2013)
reusable Building Blocks
GB979: Big Data Analytics
Document Business Models Guidebook

Extended Use Case Catalogue Frameworx 14 (May 2013)

GB979: Big Data Analytics

Refined Business Value Roadmap Guidebook
Big Data Analytics Platform
and application Showcases
Dr. Mick Kerrigan, Amdocs Management Ltd
Nikos Tsantanis, Intracom Telecom
Paul Grepps, TEOCO Corporation
Dr. Gadi Solotorevsky, cVidya Networks Ltd.
Guillaume Le Mener, Tektronix
 BDA Use Cases
on Show
Vendor Presenter Guidebook Use Case

S-MOM-T5: Personalized Offers Based on

Dr. Gadi Solotorevsky
Usage

Nikos Tsantanis Monetizing Mobile Subscribers’ Insights

S-MOM-T4: Real-time Personalized Offers

Paul Grepps
Based on Location

S-MOM-T4: Real-time Personalized Offers

Guillaume Le Mener
Based on Location

O-RMO3: Real Time Customer Offload

Dr. Mick Kerrigan
Management
BDA Use Cases
on Show

STAGE
 BDA Catalyst @
TM Forum Live!

Business Growth through Big Data Analytics Catalyst

Demonstrate real life big data analytics

use cases in commercial software

Validate GB979 use cases and reference model to Join us at

further improve it for the benefit of the industry TM Forum Live!
in Nice from June 2nd
Enable CSPs to implement, deploy, and obtain to 5th 2014
ROI faster from their BDA initiatives

Use Cases are tested and validated by a

large team of 6 CSPs and 8 Suppliers