Fast Innovation requires Fast IT

Cisco IT - Analytics Implementation

Vineet Jain

Cisco IT

Dramatic Internet Growth Occurring Through New Connections

Source: Cisco Internet Business Solutions Group, 2012

Internet of Things

“Fixed” Computing

Mobility / BYOD

Internet of Everything

200M

50B things

10B

Taking Advantage of Increasingly Relevant and Valuable Connections

Connections Availability, comprehensiveness, accuracy, timeliness, relevance, and richness

People, data, things Context awareness, increased processing power, greater sensing abilities

Source: Cisco IBSG, 2012

Intelligence Convergence

Visibility Security

Who Will Drive Big Data? IT Becomes More of a Strategic Business Partner

Globally, 73%say IT will drive Big Data

…in partnership with other groups

Research & Development Finance Operations Engineering

Sales & Marketing

Source: Cisco Connected World Technology Report - 2012

Cisco IT Response Data Innovation Accelerator

We will deliver…

Collaborative Use of Information in Cisco’s Ecosystem to Drive Decision Making, Operational Efficiencies and Creation of Value

Revenue/Cost Optimization Innovation Maturity Time to Value

Business Value Technology Culture

Data and Analytics Policy and Rules Framework Hierarchy Services

Data Innovation Building Blocks

Hierarchy

Management Platform

Hierarchy as a Service

Datawarehouse

Big Data

In-memory Analytics

Ops Intelligence

Data Virtualization

Rules Engine and

Repository Framework

Collaborative use of information to drive decision making, operations efficiencies, and value creation End State

Data Analytic Platforms

Integrated & Consistent Data

Data Warehouse

• Data Warehouse Appliance

• EDW – Enterprise Measures SSOTs

• Standard Enterprise BI Reporting

• Pre-canned & ad-hoc analysis

• Data mining & exploration

Platform

What Is it?

Use Case

Big Data In Memory Ops Intelligence

• Distributed Computing with Inexpensive Servers

• ~ Infinite Capacity

• ALL your DATA

• Unstructured data (Content, Documents, Logs)

• Large Structured Data

• Offload EDW ETL processing

• High Performing In-memory database

• Self Service

• Limited High Value Data

• Real Time Data

• Predictive Analytics

• What-Ifs, Modeling

HANA

UCS

• Machine Log monitoring, analysis and reporting tool

• Used for immediate action of log events

• Proactive Monitoring

• Incident Root Causing

• Design & Architecture Feedback

Data Virtualization

• Connect different data models

• Data federation, combined result sets

• Real time data across sources

• Data governance

Big Data Definition (Gartner)

VOLUME

VELOCITY VARIETY

Big data is high volume, high velocity, and/or high variety information assets that require new forms of processing to enable enhanced decision making, insight discovery and process optimization

Use Case 1 - Dynamic Insights for Sales Executives

10

Dynamic Insights for Sales Executives (DISE)

Goal Capability

Drive top-down sales management accountability for sales performance

Increased pipeline & funnel visibility Predictability in sales forecast and bookings

Use real-time data and analytics to drive execution

Sales measures by multiple lenses of the business (customer, channel, product, etc)

Insights: • Track sales funnel and forecast

accuracy • Perform P&L analysis • Negotiate with customers and

channel partners • Manage selling resources

Rapidly Adapt to Business

Needs

Accelerate

Execution

Timely Insights

into Business

Mobile Accessibility

Sales Performance

Indicators

MBR: My Business Reports

• $$ of Bookings by Level • Overall Plan Attainment

SFDC & OMF:

• Pipeline • Forecasting

PowerPoint & Excel:

• All other information, e.g. Architecture & Partner

• Limited ad-hoc drill-downs

One System: Multiple Data Sets

• Plan, Forecast, Bookings and Pipeline data

Summary and Drill-Down Views:

• Ability to show performance, comparisons and trends

• Theater, Country, Segment, GTM • Customer, Partner, • Self serve data analysis & reports

Mobile Accessibility:

Today: Desktop, iPad & iPhone

Dynamic Insights for Sales Executives (DISE)

Legacy DISE

Bookings (Every 15 minutes)

Client

Load Balanced

Self Service

IT Authored

Forecast (Every 5 Minutes)

Misc. Data

Pipeline (Every Hour)

EDW

OMF Dashboard

Explorer

Cisco HANA – High Level Architecture

DISE Run The Business (RTB) Dashboard

The DISE RTB Dashboard enables automated, self-serve access to Plan, Forecast, Bookings and Pipeline information in a consolidated view set for

Cisco Sales Management.

710,830,879 rows of Pipeline data

553,884,879 rows of Bookings data

76,756,764 rows of Forecast data

Plus all the contextual data (customers, products, etc.)

• HANA Blazing Fast (Sub-second) … Experience Platforms Slow (3-4 seconds)

• Managing data consistency across multiple data analytic platforms

• Customized views and levels of detail combined with real-time data

• Time-to-capability reduced and custom view sets built by end users in less than a day

• Summary to transaction level details in seconds

• Mobile access (iPad & iPhone) and compatible with all browsers

Value

Learnings

Value and Learnings

Use Case 2 - Cisco Partner Annuity Opportunity Management

16

Cisco Partner Annuity Opportunity Management Business Opportunity: Low value / high volume service opportunities

Designed for High Availability, Resiliency and Performance

Process and Integration of ALL Data Assets Creates Higher Value Services

Big Data PaaS Enables the Cisco Services Smart Analytics Strategy

Enhanced Opportunity Management

Ease of Doing Business Increased for Cisco Partners

Drive Incremental Bookings

Future Potential

Business Value

Daily Input Data Daily Output Data

End User

UI Tools

Data Storage and Processing

Business Rule Engine

Source

Systems

Cisco Customer

Care

EDW Reference

data

EDW

Validation Result Set

New SSOT Opportunity

Orchestration Service

Cisco Tidal Enterprise Scheduler

Install Base and Service

Contracts

Product Data Set

Service Opportunity

Data

Logical Architecture

Rules Rule to Data

Entity Mapping

Hadoop Physical Architecture

19

A new architecture called “spine and leaf” creates a maximum of one routing hop among sets of Big Data servers, with servers connected to an access switch (“leaf”), connecting to a non-

blocking, fully interconnected mesh of switch/routers (“spine”).

• Cost effective and scales linearly with addition of more nodes to the cluster. Cisco’s Common Platform Architecture(CPA) for Hadoop allowed for fast installation and efficient operations.

• Invest in Hadoop Skills. Used Hive to leverage existing SQL skills

• $40m/yr incremental service bookings estimated in first year

• Processing time reduced from 50hrs to 5hrs with 50% additional data. More than billion records processed daily.

• Business Rules Engine provided business agility

Value

Learnings

Value and Learnings

Use Case 3 – IoE in IT Operations

21

Business Need Need: Improve the Effectiveness of IT Support

Challenge

Manual Log Monitoring

No Alerts on Errors/

Exceptions

No History of Logs

Limited Visibility to Logs =

Missing Correlation and

Improper Root Cause Analysis

Solution

Proactive Performance and

Availability Monitoring

Incident Root Causing

Design and Architecture

Feedback

Business Insight

Cost Reduction for Operational

Excellence

Machine Data to Operational Intelligence

Unix, UCS, VMware Syslog

Configuration

Tickets

Application Servers

Databases

Web Servers

Splunk: The IT Data Engine No predefined schema, no custom connectors, no RDBMS

Virtualization & Cloud

Windows Linux/Unix Applications Databases Networking

• Web logs • Log4J, JMS,

JMX • .NET events • Code and

scripts

• Configurations • syslog • SNMP • netflow

• Configurations • Audit/query

logs • Tables • Schemas

• Hypervisor • Guest OS,

Apps • Cloud

• Configurations • syslog • File system • ps, iostat, top

• Registry • Event logs • File system • sysinternals

Logfiles Configs Messages Traps Alerts

Metrics Scripts Tickets Changes

Customer Facing Data

Outside the Datacenter

• Click-stream data • Shopping cart

data • Online transaction

data

• Manufacturing, logistics…

• CDRs & IPDRs • Power

consumption • RFID data • GPS data

• Uniform logging standard and log data quality is critical

• Most effective for log analytics when immediate action is needed

• Broken link reduction 95%

• Availability 99.1->99.9

• Performance SLA 98.2->99.4

• Saved 76 mins RCA per incident

Value

Learnings

Value and Learnings

Big Data Opportunities @ Cisco

Business Opportunities

• Fault prediction

• Threat intelligence

• Performance predictor

• Multimedia content analytics

• Video/audio

IT and Operations

• Performance monitoring

• Operational benchmarking

• Compliance

• Pervasive Security

Sales and Marketing

• Opportunity Mining

• Recommendation/Guided Selling

• Campaign effectiveness

• Customer segmentation

Engineering and Manufacturing

• Customer insights

• Inventory management

• Distribution and logistics optimizations

• Informed supplier negotiations

• Software Recommendation

10101010

10101010

10101010

10101010

10101010

Big Data -> Smart Data The Edge is Infinitely Scaling, But The Center Cannot

Business Process , Rules Management and Analytics

• Connect the Edge to the Center with business process, rules & analytics

• Analytics at the Edge enables faster decision making

• Doing so reduces the volume of data and therefore cost at the center

Easy Access to Platforms / Data

Self Service… with Help The

“Data Scientist”

How Is Cisco IT Encouraging Data Innovation?