Harness the Power of Big Data

Lawrence Weber, Program Director for Big Data - IBM lawrence.weber@us.ibm.com

Disruptive forces impact long standing business models across industries

Pressure to do more with less

Shift of power to the consumer

Proliferation of big data

Data is the new oil. Data is just like crude. Its valuable, but if unrefined it cannot really be used.
Clive Humby

We have an economy based on a resource that is not only renewable, but self-generating. Running out is not a problem, drowning in it is.
John Naisbitt

The demand for big data solutions is real

The healthcare industry spends roughly $250 billion on healthcare fraud, per year. By 2016, this could grow to more than $400 billion a year.1 One rogue trader at a leading global financial services firm created $2 billion worth of losses, almost bankrupting the company.

$93 billion in total sales is missed each year because retailers dont have the right products in stock to meet customer demand.

6 billion global subscribers in the telco industry are demanding unique and personalized offerings that match their individual lifestyles.2
Source: 1. FBI Financial Crimes Report 2010-2011 2. UN Telecom Agency Report, Oct 2012 2013 IBM Corporation 3

The fact is analysis is expanding from enterprise data to big data, creating new cost-effective opportunities for competitive advantage
Traditional Approach
Structured, analytical, logical

New Approach
Creative, holistic thought, intuition

Data Warehouse Transaction Data

Hadoop Streaming Data Web logs, URLs

Internal App Data

Structured Repeatable Linear

Text Data: emails, chats

Mainframe Data

Enterprise Wide Integration

Unstructured Exploratory Iterative

Social data

OLTP System Data Traditional Sources New Sources

RFID, sensor data

ERP data

Network data

And everyone can develop and leverage big data its not just for data scientists
Administrators
...secure, manage, and optimize data access and analysis operations

External Data

Business Users ...offer personalized

price promotions to different customer segments in real-time

Business Executives
...get real-time reports and analysis based on data inside as well as outside the enterprise (web, social media etc.)

Business Analysts
... analyze social media buzz for the new services/offerings to gauge initial success and any course correction needed

Business Development
... find and deliver new mechanisms to monetize network traffic and partner with upstream content providers

Developers Data Scientists

... analyze subscriber usage pattern in real-time and combine that with the profile for delivering promotional or retention offers ... develop new Apps and detailed algorithms in response to user and business requirements

A recent Institute for Business Value study highlights how organizations are adopting big data in four phases
Big data adoption

When segmented into four groups based on current levels of big data activity, respondents showed significant consistency in Total respondents n = 1061 organizational behaviors Totals do not equal 100% due to rounding

How Clients are Using Big Data: 5 Key Use Cases

Big Data Exploration

Find, visualize, understand all big data to improve decision making

Enhanced 360o View of the Customer

Extend existing customer views (MDM, CRM, etc) by incorporating additional internal and external information sources

Security/Intelligence Extension
Lower risk, detect fraud and monitor cyber security in real-time

Operations Analysis
Analyze a variety of machine data for improved business results

Data Warehouse Augmentation

Integrate big data and data warehouse capabilities to increase operational efficiency

Big Data Exploration - Illustrated

Find, visualize and understand all big data to improve business knowledge
Greater efficiencies in business processes New insights from combining and analyzing data types in new ways Develop new business models with resulting increased market presence and revenue
Streams

UI / User

App Builder Integration & Governance

BigInsights Data Explorer Warehouse

Connector Framework
CM, RM, DM RDBMS Feeds Web 2.0 Email Web CRM, ERP File Systems

Enhanced 360 View of the Customer - Illustrated

SOURCE SYSTEMS
CRM
Name: Address:

J Robertson 35 West 15th

Address: Pittsburgh, PA 15213

ERP
Name: Address:

Janet Robertson 35 West 15th St.

Address: Pittsburgh, PA 15213

Legacy
Name: Address:

Jan Robertson 36 West 15th St.

Address: Pittsburgh, PA 15213

Master Data Management 360 View of Party Identity

First: Janet Robertson 35 West 15th St Pittsburgh

Last:
Address: City: State/Zip: Gender: Age: DOB:

PA / 15213
F 48 1/4/64

Unified View of Partys Information

BigInsights Streams Warehouse

Unified View of Partys Information

Security/Intelligence Extension - Illustrated

I2 Analysts Notebook
Network Telemetry Monitoring Appliance (Optional)

Unstructured/Streaming Data

Real-time Ingest & Processing

InfoSphere Streams
Video/audio Network Geospatial Predictive

Traditional Structured Data

Data Warehous e

Criminal Information Tracking System Surveillance Monitoring System

Connectors

Connectors

Big Data Storage & Analytics

InfoSphere BigInsights
Text/entity analytics Data mining Machine learning

Deep analytics Operational analytics Large scale structured data management

Security Info & Event Management (SIEM)

Operations Analysis - Illustrated

Indexing, Search
Raw Logs and Machine Data

Only store what is needed

Statistical Modeling

Machine Data Accelerator

Root Cause Analysis

Real-time Analysis
Federated Navigation & Discovery

Data Warehouse Augmentation: Illustrated

1 Pre-Processing Hub 2 Query-able Archive 3 Exploratory Analysis

Data Explorer Streams Real-time processing BigInsights Landing zone for all data BigInsights Data Explorer Find and view the data

Can combine with unstructured information

Information Integration

BigInsights Streams Offload analytics for microsecond latency

Data Warehouse
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Data Warehouse

Data Warehouse

Asian telco reduces billing costs and improves customer satisfaction.

Capabilities: Stream Computing Analytic Accelerators
Real-time mediation and analysis of

8B CDRs per day

Data processing time reduced from

12 hrs to 1 min Hardware cost reduced to 1/8th

Proactively address issues (e.g. dropped calls) impacting customer satisfaction.
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IBM is evolving a new type of IT platform centered on delivering the value from big data
New Era Analytics

Web, e-business and SOA

Platforms

Transaction Systems

Mainframe, IMS and CICS 1960-1980s

WebSphere

Big Data Platform

2010s
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1990-2000s

The Big Data Platform

Solutions

Process any type of data

Analytics and Decision Management

Structured, unstructured, inmotion, at-rest

Built-for-purpose engines Designed to handle different requirements Analyze data in motion Manage and govern data in the ecosystem Enterprise data integration Grow and evolve on current infrastructure

IBM Big Data Platform

Visualization & Discovery Application Development Systems Management

Accelerators Hadoop System Stream Computing Data Warehouse

Information Integration & Governance

Big Data Infrastructure

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Constant Contact Analyzes Billions of Unstructured Emails with InfoSphere BigInsights

Need
Customers send 35 billion e-mails yearly Ability to analyze e-mail effectiveness critical to customer success Analyze trends Reduce time to send emails

Learn what content is most effective in campaign

Benefits
40X Performance improvement Analysis time reduced from hours to seconds Directly improves customers experience 15%-25% increase in campaign performance Easy to use across the organization Enhances existing analytics and information systems (IBM big data platform)

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2013 IBM Corporation

We are moving in on closing the skills gap

www.ibmbigdatahub.com
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And we are driving hundreds of new Analytics and Big Data programs
Active Relationships with 200+ Universities Around the World
Building new programs and enhancing existing programs to train the skilled professionals of the future in:
Analytics Big Data Business Intelligence and Analytics Predictive Analytics Computing and Informatics Math, Statistics Operations Research Data Science

Majority of new programs are Masters level in Business Schools

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And building an extensive business partner ecosystem for Big Data and Analytics (Over 330 partners!)

CC&G Partners

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With all this being said, how do you get started?

Educate:
Read Harnessing the Power of Big Data Read the IBV study on big data Visit the IBM Big Data Hub www.ibmbigdatahub.com

Explore:
Determine which use case or entry point is right for you

Engage:
Put the pressure on your IBM sales rep to show to you how IBM is solving big data challenges around the globe

Execute:
Determine where to start and build out an action plan
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THINK
Lawrence Weber lawrence.weber@us.ibm.com
weberlarry lawrenceweber@wordpress.com
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