Mesa Big Data 2nd Screen Final

2nd Screen’s Impact on Big Data

Debi StackDirector, Industry ConsultingTelecom, Media, Entertainment, Sports & Hospitality

Data Center Solutions2 Confidential

“Technology has always been about enabling human potential.” - Michael Dell

Big DataMedia & Entertainment companies are trying to extract value from mountains of structured and unstructured data to monetize content with relevant, personalized ads

Data Center Solutions

Content EverywhereFrom new geographic opportunities for content distribution, to broadening audience

demographics and reaching new potential subscribers, multi-screen delivery represents perhaps the most exciting digital media growth opportunity since the early days of the

industry – Frost & Sullivan

The convergence of cloud, mobile, social and big data is going to completely transform the world we live in by bringing levels of automation and optimization beyond what we can

comprehend with our understanding of technology today. – GigaOm

650% Data Growth over next 5 years

2.5 Quintillion bytes of data per day

80% Data Growth in Video & Images

PersonalizeContent by Zip Code

Geo Blocking based on IP Address

Optimize QoE

The total interactive advertising market generated roughly $34 billion in revenue in 2011 and is expected to more than double to $76 billion by 2016. Of that, mobile advertising is

expected to explode from $1.65 billion in 2011 to $8.24 billion in 2016. -Forrester


We’re listeningLarge volumes of structured and unstructured datacoming from a wide varietyof sources

Inability to run queries across these different data types

Dell Data Center Solutions


Big Data enables personalized shopping experiences


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DELL.COMTOP PERFORMING RETAIL WEBSITE

U.S. TELCOANALYZE 500 MILLION CALL DETAIL RECORDS PER DAY

POLITICAL CAMPAIGNTURN 12 TERABYTES OF DAILY TWEETS INTO SENTIMENT ANALYSIS

ADVERTISING30 BILLIONAD DECISIONS DAILY

MILLION INCIDENTS RESOLVED IN 2011

2+

*COMPUWARE – BEST OF THE WEB 2011

U.S. CABLE PROVIDER

INTEGRATION OF CPNI & EXTERNAL DATA

SOURCES

How do companies use Big Data?

SECURITY100’S OF LIVE VIDEO FEEDS TO PREDICT THEFT

SMART GRID350 BILLION METER READINGS PER YEAR

SOCIAL MEDIAPROFILE CONSUMERS TO IMPROVE MARKETING CAMPAIGN

GLOBAL TELCOSCONNECT 50 BILLION IP DEVICES BY 2020

FINANCEMEET REGULATORY & COMPLIANCE REQUIREMENTS

RETAIL1 MILLION WALMART TRANSACTIONS PER HOUR


2nd Screen SportsLive StatsTwitter FeedPlayer DataVideo StreamingAnimationGraphicsCamera AnglesReplaysBehind the ScenesSocial Media LinksEnhanced Fan Experience

“Whatever is on schedule that day, if cameras are on it, we’ll stream it” -

Rick Cordella, vice president and general manager of NBC Sports

Digital Media


2nd Screen AdvertisingSince no third-party software has yet been designed to manage multi-screen audiences, AT&T sought to build its own private-cloud infrastructure ‒ one that would enhance the scope of information it made available. This would allow AT&T to use its television and mobile subscriber data anonymously to reach similar audiences across all three ad mediums.

“The better we match an ad to a consumer’s interest, the higher the response rate, which means advertisers see a better return on their ad spend,” said Joshua Koran, AVP Product Management, Research and Data Monetization at AT&T

• 20 millisecond bidding process• 700 million anonymous user profiles• 30 billion ad decisions daily• 1.5 million customer attributes


We’re listeningIt’s complicated

It takes too much timeand energy to figure itout and then deploy it


The word 'innovation' is a marketing mantra these days, nearly up there in overuse with the likes of 'cloud.' But innovation doesn't always mean a successful business can emerge from a new invention; similarly, innovation should be thought of as reinvention of business processes as well. – 451 Research


Apache Hadoop andCloudera Solutions

“Dell … was one of the first ofthe hardware vendors to graspthe fact that cloud is about provisioning services, not about the hardware.”

Maxwell Cooter, Cloud Pro

Excels at complex big data analyses across large collections of structured and unstructured data

• Hadoop handles a variety of workloads, including search, log processing, data warehousing, recommendation systems and video/image analysis

• Empowers organizations to work on modern scale-out architectures using a clean-sheet design data framework, without vendor lock-in

Cloudera® Apache Hadoop software

Crowbar Software Framework with a Hadoop barclamp

PowerEdge C2100, C6100, C6220, R720, R720XD

Force10 or PowerConnect switches

Reference Architecture

Deployment Guide

Joint Service and Support

Big Data Solutions

Proven solutions

Proven components

Partner Ecosystem


In-Memory

Analytic Offload

“EDW”

More Efficient Analytic EcosystemOne Platform, Many Use Case Scenarios

Big Analytics

On-Demand

High Performance Analytic Data Mart

Servers Storage Services

Data Warehouse Accelerator


(Acquired Dec 2011)

Yahoo – “Yahoo launches big data analytics tool for online advertisers”http://www.computerworld.com/s/article/9227146/Yahoo_launches_big_data_analytics_tool_for_online_advertisers

Business Challenges

• Many different data types / sources• Large volumes of data made it difficult to

separate signal from the noise• Highly perishable data, instantly

perishable impressions• Mixed workloads at scale

Analytic Requirements• Scale analytics across 20,000 dimensions

and 1B+ events daily• Support for 24/7 ad hoc analysis• Need for detailed data – not samples

• Scalability – Each month they process/analyze 450TBs of incoming data

• 400M unique users with 20B+ user observations

• 10B+ media impressions Copyright 2012 ParAccel, Inc.

ParAccel-enabled Results

• Key enabling technology to drive year-to-year growth in revenue of 35%+

• More effective targeting of ads through fine-tuned behavior-based segmentation of online audience into 10,000 groups

• End-user driven rollout of new analytic - from request to delivery in under 10 minutes

• Optimize online monthly media placement across 10B+ media impressions and 20K ads

http://www.computerworld.com/s/article/9227146/Yahoo_launches_big_data_analytics_tool_for_online_advertisers




Merkle: Simplicity & Time to Process (Marketing)

Business Challenges

• Growing Data sets – analytic eco-system not scaling to accommodate

• 3 week process to prepare data • Multiple analytic environments to

accommodate specialized requirements and meet performance SLAs

Analytic Requirements

• Faster data load and query performance• Easy Ecosystem integration Business

Intelligence• Scale easily to accommodate 1000s of

users

Copyright 2012 ParAccel, Inc.


• Reduced processing times from 3 weeks to < 3 hours

• Support multiple clients with a single platform

• Met SLAs plus incremental “on demand” client requests

• Reduced Complexity and Administrative requirements - 1000+ steps down to just 6


Nielson: Near Real Time Analytics (Ad Placement)

Business Challenges

• Struggling to quickly turnaround actual versus forecast performance metrics

• Delay in delivery of new analytic products• Needed an analytic platform that could

support continued expansion into new markets and channels

Analytic Requirements

• Retention of data detail• No aggregation into cubes• Eco-system integration (Brio & Dell)• Ability to analyze data across any number

of new data dimensions

Copyright 2012 ParAccel, Inc.


• Provide customers with “real-time” feedback on ad effectiveness across 50 performance metrics

• Increased revenue with real-time support for custom analysis for individual companies

• Holistic view of ad and campaign effectiveness across online and offline media

• Expand support for on-going expansion into overseas markets


Dell uncovers new insights and reduces IT costs by US$35 million with a business intelligence solution designed for big data

Accelerated customer shipment time by 33 percent

Integrated data silos

Reduced IT costs by US$35 million

Increased agility

Saved US$2 million by improving product qualityDell on BI

Learn More ›


http://content.dell.com/us/en/corp/d/corporate~case-studies~en/Documents~2011-dell-bi-10009504.pdf.aspx

http://content.dell.com/us/en/corp/d/corporate~case-studies~en/Documents~2011-dell-bi-10009504.pdf.aspx

Data Center Solutions17 Confidential Dell Cloud Solutions

Dell MDCis the result offour generations of modular data center experience


MDC Modules are Ready for Rapid Deployment

Dell Cloud Solutions

“Basically, we’re a group of engineers, and Dell’s design philosophy made sense from an engineering standpoint. And after hearing what the Dell engineers had to say about the way they would do things,what everyone else had to say sounded like marketing.”

Marty Gauvin, Managing Director, Tier5, Australia,

8X reduction in cost

80% lower power consumption

PUE as low as 1.03

5X the amount of compute density

Deploy in 30 days from site readiness


CompanyeBay has more than 100 million active users and drives $62 billion in transactions —more than $2,000 every second

eBay drives down

transaction costs with

rack-n-roll and highly

scalable modular

data centers

ChallengeKeeping up with the demand is one of eBay’s biggest challenges.People are on mobile devices looking for what they want, when theywant it, how they want to buy it, for the price they want to pay.

SolutionDell Data Center Solutions (DCS) delivers racks of servers ready to quickly roll into the data center (rack-n-roll). DCS also delivered Modular Data Centers to the roof of eBay’s Phoenix, AZ data center that use free-air cooling year-round and get a power usage effectiveness (PUE) measuredat 1.043 according to Green Grid standards at 115°in the desert.

Benefits• Maximum compute power, for the lowest wattage possible,

for the best TCO

• 1/2 the capital costs to build compared to previous data centers

• 4x the rack density, 1/2 the costs to operate

• Ability to deploy thousands of servers in hours, provision them in minutes

“ By lowering our overall cost per megawatt, we are ultimately lowering the cost per transaction on eBay. When facilities and IT come together, and are able to come up with that ecosystem that balances itself automatically and as a result, our buyers and sellers win.”

Dean Nelson, Senior Director of Global Foundation Services, eBayRead the Dell eBay case study

Watch the eBay case study videoSee the Project Mercury Green Grid white paper

http://content.dell.com/us/en/corp/d/corporate~case-studies~en/Documents~2012-ebay-10011196.pdf.aspx

http://content.dell.com/us/en/corp/d/videos~en/Documents~2012-ebay-10011197.aspx.aspx

http://www.thegreengrid.org/~/media/WhitePapers/Case_Study_1-Breaking_New_Ground_on_Data_Center_Efficiency.pdf?lang=en




Many organizations are unable to derive insightful value from their data

• Held back by rigid data management systems• Incapable of accommodating data volumes • Unable to answer the questions they need to

answer• Unable to respond fast enough to the needs of the

org.• Legacy data systems can’t scale to keep pace • Existing platforms are overwhelmed with too much

data • Costs are rising inn part due to vendor lock-in


Many organizations are left asking themselves, “How can we get better at this? How can we more effectively and efficiently store, process, analyze, and use all of the data we are capturing?”

What we are hearing from CIOs


Take the Next Step

• Schedule time with a Next Generation Computing Solutions Domain Specialist

• Learn more

PowerEdge C– Dell.com/PowerEdgeC

Revolutionary Cloud Solutions– Dell.com/OpenStack– Dell.com/dcswa

Revolutionary Big Data Solutions– Dell.com/Hadoop– Dell.com/BI for Business Intelligence Services

Dell Modular Data Center– Dell.com/MDC

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to do moreThe power


Thank You

Mesa Big Data 2nd Screen Final

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