Accelerate Return on Data

© 2012 IBM Corporation1

Jeff T. Pollock

Program Director, Information Management


Information from Everywhere

Radical Flexibility

Extreme Scalability

Tweets created daily

million

from CERN Hadron Collider

terabytes

per second

trade events per second

million

A New Era of Computing

3 © 2012 IBM Corporation

� Model the weather to optimize placement of turbines,

maximizing power generation and longevity

� Build models to cover forecasting and real-time operation

of power generation units

� Incorporate 6 PB of structured and semi-structured

information flows

Optimize capital investments

based on 6 Petabytesof information


� Analytic data mining model identifies patterns in

customer churn across 270 TB of data

� Churn model is applied to each call, allowing immediate detection of

events (ex: dropped calls) that may lead to customer attrition

� End goal: Personalizing model to each individual

Analyze 100k records/ second to address customer

satisfaction in real time


� Delivering personalized coupons to shoppers in

real time

� Store and access 400B market basket records to provide personalized

experience

� 600 predictive models per year, 10X as many as before

30% increase in coupon

redemption rates

70x more queries on 5x data


� Onboard vehicle tracking monitors length, distance and pollution

generated

� Dashboard-mounted device allows drivers to monitor trip costs

� Appropriate taxes and fees automatically generated and published to

public Web site

Goal: Instrument 12M vehicles

to reduce road congestion while providing visibility into driving habits


of CIO’s

cite Analytics and Information Integration as part of their plans to rein in data complexity2

go over schedule on their

project/ solution deployments3

1 Enterprise Systems Journal, “5 Best Practices for Reducing IT Complexity”)2 IBM CIO Study 20103 IBM Market Intelligence Time-To-Value Study, National Analysts, November 2011

every two years.1

At its current pace,

Unrelenting Challenges


Traditional ApproachStructured, analytical, logical

New ApproachCreative, holistic, intuition

Internal App Data

Data

Warehouse

Traditional

Sources

StructuredRepeatable

Linear

Transaction Data

ERP data

Mainframe Data

OLTP System Data

Hadoop

Streams

New

Sources

UnstructuredExploratory

Iterative

Web Logs

Social Data

Text & Images

Sensor Data

RFID

DataWarehouse

HadoopStreams

TraditionalSources

NewSources

IBM Comprehensive Vision

Information

Integration &

Governance


IBM Information Management

� Industry Focused � Fastest ROI� Total Governance � Trusted Data� Agile Frameworks � Lowest TCO

� Best Performance

� Fast Provisioning

� Rapid Discovery

� Single Platform

� Unified Blueprints

� Cloud Ready


Data Governance Imperative

Levels of Information Governance


Data Governance Solution

� Only IBM offers the Unified Process and Technology for comprehensive governance

� Data Privacy and Security for Masking, Hashing, Subsetting and Encryption, Activity Monitoring, Redaction and Access Control

� Data Quality for Discovery, Profiling, Cleansing, Matching and Standardization

� Data Integration with Business Glossaryfor linking business terminology

� Master Data for a Single View of mission critical data records

� Data Lifecycle for Archiving & more

People

Process

Technology


Data Governance Impact

We see Optim as an integral part of our development

solution set. Optim’s data masking capabilities help ensure

that we can protect privacy in our development and testing

environments.” Arek Oy

� 3 of the world’s favorite beverage brands

� 4 of the top 4 health care providers

� 25 of the world’s leading telecoms

� 5 of the top 6 global insurers

� 2 of the top 3 global retailers

� 8 of the top 10 global banks

� Top 3 auto makers


Data Privacy Solution

200K+ account records stolen

of compromised records originate in DB servers Customer data of

2.5K brands lost35M on-line

accounts stolen

Business Imperative

Link Link Link LinkLink

IBM Solution

If we didn’t have InfoSphere Guardium, we

would need an army of additional

IT people.” Top Bank

1.5m stolen card numbers

�Automated Database Activity Monitoring & Vulnerability Assessment

�Data Redaction & Data Masking

�Data Hashing & Encryption

�Key Lifecycle Management

�Data Relationship Discovery


Data Quality SolutionUnderstand

� Investigate data sources

� Discover hidden relationships and linkages between tables and data sources

� Profile for anomalies

Monitor

� Measure success with KPIs

� Dashboards, graphics and business level quality reports

� Trend analysis, snapshots and user-defined views

Cleanse

� Standardize data formats

� Match and deduplicate data from all business domains

� Advanced survivorship and householding of data

IBM is helping us create a trusted data layer that

feeds all our applications and our analytic

processes”HealthNow


Data Integration Imperative

Top quintile of CFOs are

at integrating information

Business leaders frequently make decisions based on information they don’t trust, or don’t have

of CIOs cited “Business intelligence and analytics” as part of their visionary plansto enhance competitiveness

Business leaders say they don’’’’t have access to the information they need to do their jobs

of CEOs need to do a better job capturing and understanding information rapidly in order to make swift business decisions


Data Integration Solution

� Deliver trusted information from

fragmented, disparate systems at

volume and velocity required.

� Best Performance and Scale

� Realtime or Batch Delivery

� Lineage and Impact Analysis

� Common Metadata Foundation

� Broadest Connectivity & Reach

Data Integration

Information

Workers


Data Integration Impact

� Deliver trusted information from

fragmented, disparate systems

at volume and velocityrequired.

� Address the diverse needs in the

business with relevantinformation when, and where

they need it.

Yum! Brands is using DataStage to make the most-up-to-date data from

their 9,500+ US company and franchise stores across 5 brands available

in Netezza EDW to increase service value and

service excellence to their customers.”Yum! Brands


Master Data Imperative

Double-digit 5 year CAGR on

MDM global spend (Gartner)

Drive Revenue

� Improve customer retention

� Identify cross-sell, up-sell opportunities

� Introduce new products faster

� Identify high value customers

Cut Costs

� Automate manual business processes

� Reduce data errors

� Simplify integration projects

� Eliminate excess mailings

Increase Agility

� Consolidate data from silos/Integrate new systems quickly (M&A)

� Grow with the business

� Meet demands of new business channels


Master Data Solution

� All domains – customer, citizen, supplier, employee, product or service, asset, financial, and location data

� All implementation styles- virtual registry, physical repository- hybrid, collaborative authoring

� MDM powered solutions framework

� Fully pre-built, modifiable pre-built, or build-it-yourself platform


Master Data Impact

Our costs were approximately 50 percent lower due to utilizing IBM’s MDM business services versus building them with another MDM tool.”

Bank of America

� Nationwide Insurance boosted

revenue by $31 Million via

cross selling across lines of business

� Moneygram stopped 2,200 fraudulent transactionssaving more than $7 million


Data Lifecycle ImperativeIncreasing Costs

of firms retain structured data for 7+ yearse

of firms use back-up for data retention needse

OpEx cost of storage vs. cost to procurea

Time DBA’s spend weekly on disk capacity issuesc

The amount of time needed to run “daily” batch processesd

Amount spent in 2011 on storageb

Poor App Performance

Compliance & Risk

CapEx

StorageOpEx


Data Lifecycle Solution

Test Data Management

Application Archiving

� Full Lifecycle management of data

in mission critical applications and corporate databases.

� Discover, Understand, Classify

� Data Growth Management

� Data Subsetting and Masking

� Application Retirement


Data Lifecycle Impact

Before implementing database archiving, we had been noticing execution times

for our batch process creeping steadily upward, which we attributed to the volume

of data our programs had to sift through. Those times are now shorter, and we

think that archiving contributed to that result.American Electric Power

“We knew that Optim would

provide the capabilities we

needed to automate the

process of retrieving archived

records. So far, we have

shortened the retrieval

process from several days

to a few hours.”

Allianz Seguros


Any Data

In my fourteen years of using this product set, there has not been one solution

that I could not deliver due to complexity or timeliness.”

Shared Health


� Industry Focused � Fastest ROI� Total Governance � Trusted Data� Agile Frameworks � Lowest TCO

� Best Performance

� Fast Provisioning

� Rapid Discovery

� Single Platform

� Unified Blueprints

� Cloud Ready


Govern – Privacy – Quality – Integrate – Master – Lifecycle

DevelopersSubject Matter Experts

DataAnalysts

Business Users

Architects DBAs

Respond Quickly to Compliance Demands

Increase Revenue Opportunities

Rescue Runaway Costs

IBM is Business Driven


Smarter, Faster Integration

� Balanced Optimization for

automatic use of most efficient

Massively Parallel Platforms (MPP)

- including Source, ETL Mid-Tier or Target Data Warehouse Appliances

(such as Netezza)

� Probabilistic Matching and

learning-based algorithms for

Data Quality and Cleansing

� Native Big Data support for the

most popular Hadoop HDFS

systems (including BigInsights)

and built-in MPP grid for ETL


Accelerate Analytics Insight

“Defining Business Analytics and Its Impact on Organizational Decision-Making,” ComputerWorld

Top challenges to effective Business Analytics projects:


Measurable Returns

• Customer Churn

• Marketing Spend

• Sales Productivity

Enhance Customer Understanding

• Customer Service

• Channel Management

• Loan Origination

FosterCollaborative Decisions

• Risk Management

• Demand Visibility

• Strategy Alignment

Enable Enterprise Visibility

• Trading Advantage

• Fraud Protection

• Health Monitoring

Optimize Real-Time Decisions


Most Innovative:1st Integrated Platform

1st Governance Built-in

1st Unified MDM Solution

1st Big Data ETL Platform

1st Integrated Data Lifecycle

Market Leadership:#1 ETL Market Share (IDC)

#1 MDM Market Share (Gartner)

#1 DQ Vision (Gartner)

#1 in Integration Capabilities (Gartner)

#1 Lifecycle Management (IDC)

IBM Delivers it Best


� IBM Information Governance Council

� Practical Maturity Model since 2005 for Information Governance leveraged by over 250 customers

� Community now exceeds 1500 members

� Join the community www.infogovcommunity.com

� Self assessment

� Free workshops and assessments

http://www.infogovcommunity.com/self_assessment/first

Join the community and perform a self

assessment of your organization’s data governance maturity, benchmark your

results against peers in your industry.

Join the Community


� Schedule an IBM Data Governance Workshop

� 6 Steps to Governance

� Get the IBM Unified Data Governance Process

� Conduct a Information

Governance Maturity

Assessment

� Establish a Roadmap

� Identify the Business Value

to justify an Information

Governance Program

� Discuss common KPIs for

measuring success

Gain Insight from IBM

http://www-01.ibm.com/software/data/info/information-

governance/?cm_sp=MTE22494


Attend an Event

� Information

Integration &

Governance Events

are running all year

� Meet and talk with

industry experts in

data integration and

governance

� Check often for new

events in a city near

you

http://www-01.ibm.com/software/data/information-integration-governance/forum/

Accelerate Return on Data

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