You are on page 1of 34

A New Era Of Analytic

mer Sever (omers@tr.ibm.com)


IBM SWG TR
Enterprise Content Management
Agenda

The Myth About Big Data

Case Studies on Big Data

How To Start With A Big Data Project ?

Q&A

2
2012 IBM Corporation
The Myth About Big Data

Big Data Is New


Big Data Is Only About Massive Data Volume
Big Data Means Hadoop
Big Data Need A Data Warehouse
Big Data Means Unstructured Data
Big Data Is for Social Media & Sentiment Analysis
3
2012 IBM Corporation
Big Data Is..

It is all about better Analytic on a


broader spectrum of data, and
therefore represents an opportunity
to create even more differentiation
among industry peers.

4
2012 IBM Corporation
Where Is This Big Data Coming From ?
30 billion RFID 4.6
tags today billion
12+ TBs camera
(1.3B in 2005)
of tweet data phones
every day world
wide

100s of
millions
of GPS
data every
? TBs of

enabled
day

devices
sold
annually

25+ TBs 2+
of billion
log data people
on the
every day 76 million smart Web by
meters in 2009 end 2011
5
200M by 2014 2012 IBM Corporation
With Big Data, Weve Moved into a New Era of Analytics

12+ terabytes 5+ million


of Tweets trade events
create daily. per second.

Volume Velocity

Variety Veracity
100s Only 1 in 3
of different decision makers trust
types of data. their information.

6
2012 IBM Corporation
The number of organizations who see analytics
as a competitive advantage is growing.

63%
2010 BUSINESS
2011 IMPERATIVE
2012

business initiative
IQ
7
2012 IBM Corporation
Studies show that organizations competing
on analytics outperform their peers
substantially outperform

IBM IBV/MIT Sloan Management Review Study 2011


Copyright Massachusetts Institute of Technology 2011

1.6x
8
Revenue
Growth
2.5x Stock Price
Appreciation 2.0x EBITDA
Growth
2012 IBM Corporation
Four Characteristics of Big Data

Cost efficiently Responding to the Collectively


processing the increasing Velocity Analyzing the
growing Volume broadening Variety
30
50x 35 Billion
ZB RFID 80% of the
sensors and worlds data is
counting unstructured
2010 2020

Establishing the 1 in 3 business leaders dont trust


Veracity of big the information they use to make
data sources decisions

9
2012 IBM Corporation
Analytic With Data-In-Motion & Data At Rest
Data Ingest
Opportunity Cost Starts Here

01011001100011101001001001001
0110100101010011100101001111001000100100010010001000100101 11000100101001001011001001010
01100100101001001010100010010
01100100101001001010100010010
11000100101001001011001001010
01100100101001001010100010010
Bootstrap 01100100101001001010100010010
Enrich 01100100101001001010100010010
01100100101001001010100010010

Forecast
Nowcast

11000100101001001011001001010
01100100101001001010100010010
01100100101001001010100010010
01100100101001001010100010010
01100100101001001010100010010
Adaptive 01100100101001001010100010010
Analytics 11000100101001001011001001010
01100100101001001010100010010
Model 01100100101001001010100010010
01100100101001001010100010010
11000100101001001011001001010

10
2012 IBM Corporation
Agenda

Myth About Big Data.. What Is It ?

Case Studies on Big Data

How To Start With Big Data Project ?

Q&A

11
2012 IBM Corporation
The 5 Key Big Data Use Cases

Big Data Exploration Enhanced 360o View Security/Intelligence


Find, visualize, understand of the Customer Extension
all big data to improve Extend existing customer Lower risk, detect fraud
decision making views (MDM, CRM, etc) by and monitor cyber security
incorporating additional in real-time
internal and external
information sources

Operations Analysis Data Warehouse Augmentation


Analyze a variety of machine Integrate big data and data warehouse
data for improved business results capabilities to increase operational efficiency
12
2012 IBM Corporation
Big Data Exploration: Needs

Find, visualize, understand all big data


to improve decision making

Struggling to manage Inability to relate raw Risk of exposing


and extract value from data collected from unsecure personally
the growing 3 Vs of system logs, sensors, identifiable information
data in the enterprise; clickstreams, etc., with (PII) and/or privileged
Need to unify customer and line-of- data due to lack of
information across business data managed information awareness
13
federated sources in enterprise systems 2012 IBM Corporation
Big Data Exploration: Value & Diagram
Relational
Data
Find, Visualize & Understand
all big data to improve
File
Systems business knowledge
Content
Management Greater efficiencies in business
processes
Email
New insights from combining and
Data Explorer

Application/
CRM analyzing data types in new
Users
Supply
ways
Chain
Develop new business models
ERP with resulting increased market
presence and revenue
RSS Feeds

Cloud

Custom
Sources

14
2012 IBM Corporation
Big Data Exploration: Customer Example

Airline Manufacturer

Exploring 4 TB to drive point business solutions


(supplier portal, call center, etc.)
Single-point of data fusion for all employees to use
Reduced costs & improved operational performance for the business

Key Questions to Ask


Can you separate the noise from useful content? Can you navigate and explore all enterprise
and external content in a single user interface?
Can you perform data exploration on large and
complex data? Can you quickly identify areas of data risk?
Can you find insights in new or unstructured data Do you have a logical starting point for your
types (e.g. social media and email)? big data initiatives?

15
Product Starting Point: InfoSphere Data Explorer
2012 IBM Corporation
The 5 Key Big Data Use Cases

Big Data Exploration Enhanced 360o View Security/Intelligence


Find, visualize, understand of the Customer Extension
all big data to improve Extend existing customer Lower risk, detect fraud
decision making views (MDM, CRM, etc) by and monitor cyber security
incorporating additional in real-time
internal and external
information sources

Operations Analysis Data Warehouse Augmentation


Analyze a variety of machine Integrate big data and data warehouse
data for improved business results capabilities to increase operational efficiency
16
2012 IBM Corporation
Enhanced 360 View of the Customer: Needs

Extend existing customer views (MDM, CRM,


etc) by incorporating additional internal and
external information sources

Need a deeper Desire to increase Challenged getting the


understanding of customer loyalty right information to the
customer sentiment and satisfaction right people to provide
from both internal and by understanding customers what they need
external sources what meaningful to solve problems, cross-
actions are sell & up-sell
17
needed 2012 IBM Corporation
Enhanced 360 View of the Customer: Value & Diagram
SOURCE SYSTEMS
CRM
Name: J Robertson
Address: 35 West 15th
Address: Pittsburgh, PA 15213

ERP
Name: Janet Robertson
Address: 35 West 15th St.
Address: Pittsburgh, PA 15213

Legacy
Name: Jan Robertson
Address: 36 West 15th St.
Address: Pittsburgh, PA 15213

Master
Data
Management

360 View of
Party Identity
First: Janet

Last: Robertson

Address: 35 West 15th St

City: Pittsburgh

State/Zip: PA / 15213 Unified View of Partys Information


Gender: F

Age: 48 BigInsights Streams Warehouse


DOB: 1/4/64

18
Unified View of Customers Information
2012 IBM Corporation
Enhanced 360 Customer View: Customer Example
Confidential, Internal
Use Only

Create Facebook
Identify 200+ different customer profiles to help in fulfillment &
marketing efforts
Leverage new data types in customer analysis

Key Questions to Ask


Can you identify and deliver all data as it relates to a How are you driving consistency across your
customer, product, competitor to those to need it? information assets when representing your
customer, clients, partners etc.?
Can you gathering insights about your customers
from social data, surveys, support emails, etc.? How can a complete view of the customer
enhance your line of business users and
Can you combine your structured and unstructured result in better business outcomes?
data to run analytics?

19
Product Starting Point: InfoSphere MDM Server, Data Explorer, BigInsights
2012 IBM Corporation
The 5 Key Big Data Use Cases

Big Data Exploration Enhanced 360o View Security/Intelligence


Find, visualize, understand of the Customer Extension
all big data to improve Extend existing customer Lower risk, detect fraud
decision making views (MDM, CRM, etc) by and monitor cyber security
incorporating additional in real-time
internal and external
information sources

Operations Analysis Data Warehouse Augmentation


Analyze a variety of machine Integrate big data and data warehouse
data for improved business results capabilities to increase operational efficiency
20
2012 IBM Corporation
Security/Intelligence Extension: Needs

Security/Intelligence Extension enhances


traditional security solutions by analyzing all
types and sources of under-leveraged data

Enhanced Analyze data-in-motion & at rest to:


Intelligence & Find associations
Surveillance Uncover patterns and facts
Insight Maintain currency of information

Analyze network traffic to:


Real-time Cyber
Discover new threats early
Attack Prediction
Detect known complex threats
& Mitigation
Take action in real-time

Crime prediction Analyze Telco & social data to:


& protection Gather criminal evidence
Prevent criminal activities
Reduce
Proactively apprehend criminals
Customer Churn
Customer Retention
21
2012 IBM Corporation
2013 IBM Corporation
Asian Telco reduces
billing costs and
improves customer
satisfaction.
Capabilities:
Stream Computing
Analytic Accelerators

Real-time mediation and analysis of


6 Billion CDRs per day
Data processing time reduced from
12 hrs to 1 sec
Hardware cost reduced to 1/8th
Proactively address issues
(e.g. dropped calls) impacting
customer satisfaction.
22
22 2012 IBM Corporation
Asian Government
Agency

National Intelligence
Platform
Capabilities:
Stream Computing

Analyze all Internet traffic


(social media, email, etc)
Track persons of interest
(drug/sex traffickers,
terrorists, illegal
refugees/immigrants) and
civil/border activity
23
23 2012 IBM Corporation
The 5 Key Big Data Use Cases

Big Data Exploration Enhanced 360o View Security/Intelligence


Find, visualize, understand of the Customer Extension
all big data to improve Extend existing customer Lower risk, detect fraud
decision making views (MDM, CRM, etc) by and monitor cyber security
incorporating additional in real-time
internal and external
information sources

Operations Analysis Data Warehouse Augmentation


Analyze a variety of machine Integrate big data and data warehouse
data for improved business results capabilities to increase operational efficiency
24
2012 IBM Corporation
Operations Analysis: Needs

Analyze a variety of machine


data for improved business results

Business Challenges:
Complexity and rapid growth of machine data
Difficult to capture small fraction of machine for better
decision
In-ability to analyze machine data and combine it with
enterprise data for a full view analysis

Benefits:
Gain real-time visibility into operations, Identify and investigate anomalies
customer experience, transactions and Monitor end-to-end infrastructure to
behavior proactively avoid service degradation
Proactively plan to increase operational or outages
25
efficiency 2012 IBM Corporation
Operations Analysis: Value & Diagram
Raw Logs and Machine Data

Indexing, Search
Only store
what is needed

Statistical Modeling

Machine Data Root Cause Analysis


Accelerator

Real-time Analysis
Federated
Navigation &
26
Discovery
2012 IBM Corporation
OPERATIONAL - ANALYSIS
Capabilities:
Hadoop & Stream Computing

Intelligent Infrastructure
Management: log analytics, energy bill
forecasting, energy consumption
optimization, anomalous energy usage
detection, presence-aware energy
management
Optimized building energy
consumption with centralized
monitoring; Automated preventive and
27
corrective maintenance
2012 IBM Corporation
The 5 Key Big Data Use Cases

Big Data Exploration Enhanced 360o View Security/Intelligence


Find, visualize, understand of the Customer Extension
all big data to improve Extend existing customer Lower risk, detect fraud
decision making views (MDM, CRM, etc) by and monitor cyber security
incorporating additional in real-time
internal and external
information sources

Operations Analysis Data Warehouse Augmentation


Analyze a variety of machine Integrate big data and data warehouse
data for improved business results capabilities to increase operational efficiency
28
2012 IBM Corporation
Data Warehouse Augmentation: Needs

Integrate big data and data warehouse


capabilities to increase operational efficiency

Need to leverage variety of data Extend warehouse infrastructure


Structured, unstructured, and streaming Optimized storage, maintenance and
data sources required for deep analysis licensing costs by migrating rarely used data
Low latency requirements to Hadoop
(hoursnot weeks or months) Reduced storage costs through smart
Required query access to data processing of streaming data
Improved warehouse performance by
29
determining what data 2012
to feed into it
IBM Corporation
Data Warehouse Augmentation: Customer Example
Internal Use Only

Creates pre-processing hub and performs ad hoc analysis


Hadoop-based landing zone used to store, manage and analyze structured,
semi-structured and multi-structured data before moving to the warehouse
Benefits: Data warehouse optimized for workload and performance
Utilized InfoSphere BigInsights, InfoSphere DataStage

Key Questions to Ask


Are you drowning in very large data sets (TBs to Do you have a lot of cold, or low-touch, data driving
PBs) that are difficult and costly to store? up costs or slowing performance?
Are you able to utilize and store new data types? Do you want to perform analysis of data in-motion to
determine what should be stored in the warehouse?
Are you facing rising maintenance/licensing
Do you want to perform data exploration on all data?
costs?
Are you using your data for new types of analytics?
Do you use your warehouse environment as a
repository for all data?
30
Product Starting Point: BigInsights, Streams
2012 IBM Corporation
Agenda

Myth About Big Data.. What Is It ?

Case Studies on Big Data

How To Start With Big Data Project ?

Q&A

31
2012 IBM Corporation
IBM Big Data Strategy: Move the ANALYTICS Closer to the Data

Analytic Applications
New analytic applications drive the
BI / Exploration / Functional Industry Predictive Content
Reporting Visualization App App Analytics Analytics requirements for a big data platform

IBM Big Data Platform Integrate and manage the full variety,
velocity and volume of data
Visualization Application Systems
& Discovery Development Management Apply advanced analytics to
information in its native form
Visualize all available data for ad-hoc
Accelerators analysis (even in motion!)

Stream Data
Development environment for building
Hadoop
System Computing Warehouse new analytic applications
BigInsights
Workload optimization and scheduling

certified
Apache Hadoop Security and Governance

Information Integration & Governance


And grow and evolve on your
current IT infrastructure

32
2012 IBM Corporation
Four Entry Points of Big Data
Unlock Big
Analytic Applications Data
BI / Exploration / Functional Industry Predictive Content
Reporting Visualization App App Analytics Analytics

IBM Big Data Platform Simplify


Visualization Application Systems
Your
& Discovery Development Management Warehouse

Accelerators
Preprocess
Hadoop Stream Data
System Computing Warehouse
Raw Data

Analyse
Information Integration & Governance Streaming
Data

33
2012 IBM Corporation
Thank you

34
2012 IBM Corporation

You might also like