Changing the Paradigm Rivers of Information instead of data warehousing
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Transcript of Changing the Paradigm Rivers of Information instead of data warehousing
Changing the Paradigm
Rivers of Information instead of data warehousing
Paul Nannetti - Capgemini
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Copyright © 2014 Capgemini. All rights reserved.
Changing the Paradigm
Physical Warehousing
Every item is carefully categorized
and stored in a specific location in
rows and aisles in a sophisticated
“put-away” strategy
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Changing the Paradigm
Today’s Online Retailers
The supply of goods from thousands
of vendors to millions of customers
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Changing the Paradigm
Big Data is not all about Facebook and Twitter
“The Internet of things”:
50 billion devices will be
connected to the internet
by 2020
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Changing the Paradigm
Over 40% of the companies that were in the
fortune 500 in 2000 were not there in 2010
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Changing the Paradigm
Changing the flow Why IT needs to stop pushing
back against local business views and start enabling them
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Changing the Paradigm
Traditional DW approaches satisfy corporate needs but leave most users without the information they need
9 out of 10
Source: 2012 survey of 600 business leaders conducted
along with Economic Intelligence Unit
9 out of 10 said that
they would have made better
decisions in the past 3 years if
they’d had all the relevant
information
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Changing the Paradigm
Response time
Vo
lum
e
Hadoop
In-memory
databases
Event
processing
tools
Data warehouses
PB
TB
GB
Real-time
Applications
Hour Min Sec SubSec
What do we mean by big data technologies? The 3Vs – big data enables a whole new approach
Volume: Exponential as
• More and more devices and
• Each device generates more and
more data
Variety: This is not only
about structured / unstructured
• This is about an interconnected world with multiple partners
• And so working with no or low-modeled data
Velocity: This is not about
technical speed
• This is about data value
• Data value decreases every minute
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0 1 0 1 0
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1 1 0
1 0 1 1
0 0 1 1 1 0 1
0 1 0 0 1 1 0 1
1 0 1 0 1 1 0 0
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Changing the Paradigm
The cost of storage is making it practical to store “everything”
Traditional
Data
Warehouse
Technology
BIG DATA
Technology costs (€)
Traditional
Database
technology
Dist. File
System
(eg Hadoop)
$ 30,000 / TB $ 1,000 / TB
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Changing the Paradigm
Changing the flow
Enterprise Data Warehouse Business Data Lake
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Changing the Paradigm
Retrospective to Predictive: Shifting BI from retrospective analysis to delivering insight at the point of action
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Changing the Paradigm
Traditional approach to Information - KPIs
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Changing the Paradigm
Insight at the point of action
Online enquiry
Service B
Product A Product selected
Up-sell
x-sell
Customer
Sales history
Web
transaction
Success rate from 5% → 20%
Stock out
in store
Source D
Source C Sources
indentified Supply
Available
stock
Delivery lead
times
Supply optimized for maximized
sales value / customer satisfaction
Predictive models based on
big data sources will optimise
decisions process
Product in transit
– RFID location
Model of
optimum revenue
for replenishment
scenarios
Shipping
partner:
Route data
Current
performance
of supply
routes
Stores: live sales
performance
Competitor sales
data in locality
from 3rd party
provider
Recent social
media activity
Success rate for
product in x-sell
scenario
Customer web
profile data
Predictive model
of customer
response
Available
Products
Recent call
history:
Sentiment data
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Changing the Paradigm
You only need to be a
few % points better than
your competitors
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Changing the Paradigm
Example: Marketing to Physicians for Pharma Companies
*Source: Cegedim Strategic Data, “2012 Pharmaceutical Promotional Spending: Global Trends”
** EU top 5 = France, Germany, Italy, Spain, United Kingdom
Physicians are key opinion leaders on drug
selection
Selection of right Opinion Leaders can allow
more effective targeting of marketing funds
More effective identification of Opinion leaders
can deliver significant ROI
Emerging Trends in European Pharma Market
$ 90 Billion: Global Pharmaceutical Promotion Spend in 2012*
$19.7 Billion: Pharmaceutical Promotion Spend in 2012 in European Union (EU5)**
As Pharmaceutical promotional spends shrink (EU5 -3.6% in 2012 *) and sales force is reduced, effective
identification segmentation and targeting of doctors becomes important
1-to-1
Physician
interaction
(Detailing)
Direct to
Customer
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Changing the Paradigm
Opinion Leaders
Prescription Data
Publication Data
Referral Data
Survey Data
Social Media Data
Opinion Leader Identification Process
Network Influence Score
gives measure of
Influence in the Referral
Network of doctors
Publication Score gives
measure of Influence in
Publication activities
Prescription Score gives
measure of Influence from
drugs’ Prescription
activities
Affiliation Perception
Score gives measure of
perception based on
affiliations to Prestigious
Hospitals & Academic
Institutes
Social Media Score gives
measure of influence in
social media, blogs etc.
Affiliation Data
Referral Data of
doctors
PubMed Data for
medical publications;
clinical trials, research
papers, news etc.
Prescriptions Data
Hospitals, Institutes &
Academic Institutes
affiliation Data
Pharma blogs, forums
and other social
networking sites
3rd Party Survey Data
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Changing the Paradigm
Capital Markets Banking Example $450m cash released through real time risk aggregation across several towers
Market Data
Security Data
Collateral Data
Settlement Data
Trading Data
Counterparty
Data
FX
Commodities
Rates
Credit
Equities
Other
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1 CICI
AVOX
Bloomberg
D&B
In memory object cache
In memory Compute
Framework
Pricing Model
Risk Model
Dashboard Configuration
Alert
Persistent Store
GEMFIRE
Pivotal HD
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6
3
4
Thousands of Transactions a second
Rea
l-tim
e a
dju
stm
en
t o
f R
isk
$’00m in released capital
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Changing the Paradigm
New thinking: Enabling an entirely new way to drive value from the information river but it demands new thinking and new skills
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Changing the Paradigm
Multiple internal views – consistently compromised
High Use
Low Use
LOB mart LOB mart LOB mart LOB mart
EDW
Partial
coverage
Transactional systems
CRM ERP PLM Supplier
Market Network Social Media
Web Sensor
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Changing the Paradigm
Enabling all business users
Load everything
Business driven North America
operations
Marketing
Campaign for DE
EMEA
Sales
Distill on demand
Transactional systems
CRM PLM ERP Sensor Network Web Social Media Market Supplier
Business
Data Lake
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Changing the Paradigm
“Shifting sands”
In today’s information
landscape new islands
of value are appearing
across company and
sector boundaries
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Changing the Paradigm
Data forensics:
Provenance
Legality
Sensitivity
The information contained in this presentation is proprietary.
© 2014 Capgemini. All rights reserved.
Rightshore® is a trademark belonging to Capgemini.
www.capgemini.com/bim
About Capgemini
With more than 130,000 people in 44 countries, Capgemini is one
of the world's foremost providers of consulting, technology and
outsourcing services. The Group reported 2012 global revenues
of EUR 10.3 billion.
Together with its clients, Capgemini creates and delivers
business and technology solutions that fit their needs and drive
the results they want. A deeply multicultural organization,
Capgemini has developed its own way of working, the
Collaborative Business Experience™, and draws on Rightshore®,
its worldwide delivery model.