Big Data overview

SICS Software week, Sept 23-25 Livio Ventura

Big Data European Industry Leader for
Cloud and Big Data Day Telco, Energy and Utilities and Digital Media

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Agenda

some data on Data

Big Data and Analytics

Targets of Big Data efforts

Big Data sources and activities

Working with Big Data

Bringing it all together in a New architecture

New trends – challenges and opportunities

IBM’s Big Data platform

Use cases
Big Data Exploration
DWH Augmentation
Operations Analysis
Enhanced 360°view of customer
Security/ntelligence extension

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some data on Data

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Big Data and Analytics

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Targets of Big Data efforts

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Big Data sources and activities

http://www.ibmbigdatahub.com/infographic/big-data-imperative-why-information-governance-must-be-addressed-now

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Working with Big Data

Today Future
BI & Reporting 60-
60-75%

Prescriptive
Shift

5-10%
Predictive

Shift
Descriptive
10-
10-20%
10-
10-20%

5-10%

Shift

60-
60-75%

Illustrative Percentage of Focus Related to “Analytics”

The pyramid needs to be "flipped", shifting the focus from accessing and aggregating data, to analyzing and acting upon
insights to make better decisions, drive smarter actions and enable personalized relationship with customers.
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Bringing it all together

http://www.zurich.ibm.com/pdf/isl/infoportal/Global_Technology_Outlook_2013.pdf
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New Architecture to Leverage All Data and Analytics

Real-time Intelligence
Analysis
Streams Analytics
 Video/Audio
 Network/Sensor
 Entity Analytics
Data in Information  Predictive Exploration,
Decision
Motion Ingestion Integrated Management
and Warehouse,
Operational and Mart
Information Zones
Landing Area, 

Discovery
Deep Reflection
 Stream Processing
 Data Integration Analytics Zone  Operational BI and Predictive
 Master Data  Predictive Analytics
Data at and Archive
Rest
 Raw Data
 Structured Data
 Text Analytics
 Data Mining
 Entity Analytics
 Machine Learning Navigation
and Discovery

Data in
Many Forms Information Governance, Security and Business Continuity

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A revised Information Landscape

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The 3 mega trends, their opportunities and challenges

Changes of consumer
Mobile Social demographics
& globalization

Opportunities Challenges

Location-based data Multi-channel access

Social media data Traditional segmentation
Value creation with real-time Privacy & Security issues
analytics

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How can CSPs leverage the vast amounts of data they collect
into usable and actionable insight for the Empowered Customer?

Actionable
Millions of events insight
per second
Dropped Calls
xDRs Outgoing International Calls
Call Duration Streams of Who is THIS
Extra Call
Billing Invoice Issued
intelligence customer and
Invoice Paid
Contract Expiration
3 dropped calls in 10 minutes what do THEY
CRM Acquired new products
Customer is close to a store
want/need?
Change contracts Customer enters a shopping area
Entered new cell
Location
Customer is roaming
Invoice paid + ‘liked’ competitor What should I be
Customer is at home Smart phone browsing pattern OFFERING specific
Account New Top-Up
Mgt 5 minutes left on pre-paid
Customer is watching an OTT video customers to
Changed Home Location
Brand Reputation
improve
Internet
Customer Sentiment individual ARPU /
from Social network
Network Broadband Saturation
profitability?
Congested Cells
MDM EDW/ADW

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IBM’s Big Data Platform

Anonymous
Analytics: Analytic Applications Social
•LOB can model and test new Participation
ideas quickly through high- BI / Exploration / Functional Industry Predictive Content
performance, appliance simplicity Reporting Visualization App App Analytics Analytics

•Personalized offers can be Offer Social

Target Audience
created based on all data Manage
IBM Big Data Platform Analytics
ment:
Visualization Application Enterprise Personalize
Data: & Discovery Development Marketing offers based
Management on full Social
•Provide a consistent, cross- customer Engagement
channel view of customer data -
interactions structured
Accelerators
and
unstructured Social
• Reduce latency to seconds - in near Marketing
Hadoop Stream Data
from days real-time
System Computing Warehouse

Targeted
• Include both structured & Social
unstructured data (secure Customer
messaging, social media, etc)
• Integrate Data into a single “go-
to” data hub, allowing LOB to Information Integration & Governance
self-provision data for analytics

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Use cases

Big Data exploration

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 Leading healthcare insurance
provider call center enables
14,000 agents with single view
of customer and product data
Need
• Inefficient access to huge volumes of siloed
customer and product data reduced agent
productivity and increased average call handle
Case Study link time. Agents needed faster access to information
http://public.dhe.ibm.com/com Benefits
mon/ssi/ecm/en/imc14799usen
• Improved productivity for 14,000 agents, saving
/IMC14799USEN.PDF an average of 3 seconds on call handle time,
and millions of dollars annually
• Helped ensure 99.999 percent uptime at every
location, delivering a commanding query-per-
second speed
• Improved application performance to support
daily operations and business users at 180 sites

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 Global aerospace
manufacturer empowers staff
with access to critical
information

Need
• Improve operational efficiencies by providing a
unified search, discovery and navigation capability
Link to the case study to provide fast access to relevant information
across the enterprise
Http// need to get link from
ibm.com Benefits
• Placed 50 additional aircraft into service worldwide
during the first year without a staffing increase
• Saved USD36 million/year in supporting the 24/7
aircraft-on-ground program
• Provided supply chain visibility to reduce cycle
time, saving millions of dollars on critical parts
deliveries

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Use cases

Data Warehouse augmentation

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 Colt Technology Services
Group saves USD 1.9M
annually through improved
Netezza business intelligence
Need
• Gain a 360-view of the customer and eliminate
manual processes to identify data from over
15 systems

Benefits
• USD 1.9M in annual savings
• 90% reduction in the time to complete
‘wildcard’ searches
• More than 95% reduction in the time to gather
information

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 Elisa Corporation - Adding
millions of Euros in revenue
with improved information
services
Need
• Elisa Corporation sought a deeper
understanding of customer needs as they
expanded its offerings. However, its existing
information services platform could not
support the data-intensive analytics required.

Benefits
• Provides a platform to drive millions of Euros
in new revenue
• Supports 200 to 600 times faster data analysis
and 100 times faster load performance
• Delivers direct yearly cost savings of almost
EUR800,000 (USD1 million)

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Use cases

Operations Analysis

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 Asian telecommunications
company reduces
billing costs and improves
customer satisfaction.
Need
• Could not achieve real time billing which
required handling billions of Call Detail
Records (CDR) per day and de-duplication
against 15 days worth of CDR data

Benefits
• Real-time mediation and analysis of 5B
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 CIO Lab Analytics team
saving IBM employees
thousands of hours each day
Need
• IBM needed a faster, more efficient application
to process over 600K names in BluePages, its
employee directory, which has over 500K daily
queries with the average search session taking
two minutes

Benefits
• Offers instantaneous response time, saving over
a minute on average for each search session
• Saved thousands of hours to perform over
500,000 queries each day
• Achieved rapid user adoption, with 85,000
employees moving to the new application in first
two weeks

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Use cases

Enhanced 360°view of the customer

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 Seattle Children’s simplifies
analytics and gains insight for
developing new care protocols

Need
• Faced with an ever-growing volume and variety
of patient data, Seattle Children’s needed a
consolidated platform to support healthcare
analytics and reporting

Benefits
• Provides capabilities to analyze massive
volumes of hospital and patient data to provide
a holistic view and insight for improving care
• Eliminates manual processes and accelerates
query times by 50 to 100 percent. One query
that took 14 minutes completes in 9 seconds
• Reduced clinical report generation times from
months to a single day, providing additional
insights and improving staff efficiencies

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 Telecom Italia implements
PureData System for
Analytics, improves overall
customer experience
Need
• Despite collecting myriad data about its
infrastructure, Telecom Italia could not
proactively identify network infrastructure
failure points or determine the root causes of
service issues.

Benefits
• Boosts network performance insight by 100
percent by integrating multiple data sets in a
single view
• Anticipates reduced customer churn by
improving customer service levels and
minimizing network failure
• Gains the ability to identify and respond to
network issues proactively, before customers
complain or drop service

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Use cases

Security/Intelligence extension

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 Brocade accelerates big data
analytics with IBM

Need
• As the volume, velocity and variety of data
increases, companies are seeking powerful
analytics platforms that help them explore big
data.

Benefits
• Gives companies unparalleled insight to help
identify and respond to customer needs in near
real time
• Increases customer satisfaction and retention,
and lowers customer churn for Communication
industry clients
• Improves service levels across the network and
enables optimization of IT resources

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 TerraEchos uses streaming
data technology to support
covert intelligence and
surveillance sensor systems

Need
• Deployed security surveillance system to
detect, classify, locate, and track potential
threats at highly sensitive national lab

Benefits
• Reduces time to capture and analyze 275MB
of acoustic data from hours to one-fourteenth
of a second
• Enables analysis of real-time data from
different types of sensors and 1,024
individual channels to support extended
perimeter security
• Enables a faster and more intelligent
response to any threat

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 Thank you
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