Big Data Analytics
Reference Architecture and
Business Value Roadmap
Joann O’Brien, TM Forum
Dr. Mick Kerrigan, Amdocs Management Ltd
Wei Dong, Big Data Works
Nikos Tsantanis, Intracom Telecom
Paul Grepps, TEOCO Corporation
Introduction to the
Big Data Analytics Guidebook
Dr. Mick Kerrigan
• Team Leads and Sponsors
• Contributors
Big Data Analytics
Project Team
The Many V’s
of Big Data
Value
Velocity
Variety
VolatilityValidity
Volume
Big Data Analytics
Business Value Roadmap
Validate
Use Cases
1
Building Blocks
2
Reference Model
3
A step-by-step process to enable a CSP to implement a BDA
use case that delivers real business value
1 BDA use case
covering revenue
assurance
11 BDA use case
covering customer
case, proactive care,
and customer
retention
3 BDA use case
covering real-time
network
optimization and
management
1 BDA use case
covering partner
value optimization
1 BDA use case
covering business
process optimization
11 BDA use cases
covering offer
targeting and
optimization
1 BDA use case
covering CSP Data
Monetization
3 BDA use cases
covering Network
related planning and
capacity
management
1 BDA use case
covering market
watch
1 BDA use case
covering fraud
management
Big Data Analytics
Use Cases
Big Data Analytics
Building Blocks
Big Data Analytics
Reference Model
Wei Dong
Descriptive
Analytics
Predictive
Analytics
Prescriptive
Analytics
Value
Velocity
Variety
VolatilityValidity
Volume
Big Data
Meets Analytics
Data SourceNetwork, OSS, BSS, Social Network, …
Data IngestionIntegration, Import, Format
Da
ta R
ep
osi
tory
Str
uct
ure
d D
ata
, U
nst
ruct
ure
d D
ata
, S
em
i-st
ruct
ure
d D
ata
Data ManagementTransformation, Correlation, Enrichment, Retention
CAPEX Reduction
Applications
OPEX Reduction
ApplicationsCEM Applications
Revenue Generating
ApplicationsOther Applications …
Pri
va
cy,
Se
curi
ty,
an
d C
om
pli
an
ceD
ata
Exc
ha
ng
e S
erv
ice
s
Data AnalysisData Modeling, Metrics, Reports
Complex Event ProcessingAlerts &Triggers
Batch Streaming
GB979: Big Data Analytics
Reference Model
Data SourceNetwork, OSS, BSS, Social Network, …
Data IngestionIntegration, Import, Format
Da
ta R
ep
osi
tory
Str
uct
ure
d D
ata
, U
nst
ruct
ure
d D
ata
, S
em
i-st
ruct
ure
d D
ata
Data ManagementTransformation, Correlation, Enrichment, Retention
CAPEX Reduction
Applications
OPEX Reduction
ApplicationsCEM Applications
Revenue Generating
ApplicationsOther Applications …
Pri
va
cy,
Se
curi
ty,
an
d C
om
pli
an
ceD
ata
Exc
ha
ng
e S
erv
ice
s
Data AnalysisData Modeling, Metrics, Reports
Complex Event ProcessingAlerts &Triggers
Batch Streaming
Data IngestionIntegration, Import, Format
Data ManagementTransformation, Correlation, Enrichment, Retention
Velocity Variety Volatility
Validity
GB979: Big Data Analytics
Reference Model
Data SourceNetwork, OSS, BSS, Social Network, …
Data IngestionIntegration, Import, Format
Da
ta R
ep
osi
tory
Str
uct
ure
d D
ata
, U
nst
ruct
ure
d D
ata
, S
em
i-st
ruct
ure
d D
ata
Data ManagementTransformation, Correlation, Enrichment, Retention
CAPEX Reduction
Applications
OPEX Reduction
ApplicationsCEM Applications
Revenue Generating
ApplicationsOther Applications …
Pri
va
cy,
Se
curi
ty,
an
d C
om
pli
an
ceD
ata
Exc
ha
ng
e S
erv
ice
s
Data AnalysisData Modeling, Metrics, Reports
Complex Event ProcessingAlerts &Triggers
Batch StreamingD
ata
Re
po
sito
ryS
tru
ctu
red
Da
ta,
Un
stru
ctu
red
Da
ta,
Se
mi-
stru
ctu
red
Da
ta
GB979: Big Data Analytics
Reference Model
Data SourceNetwork, OSS, BSS, Social Network, …
Data IngestionIntegration, Import, Format
Da
ta R
ep
osi
tory
Str
uct
ure
d D
ata
, U
nst
ruct
ure
d D
ata
, S
em
i-st
ruct
ure
d D
ata
Data ManagementTransformation, Correlation, Enrichment, Retention
CAPEX Reduction
Applications
OPEX Reduction
ApplicationsCEM Applications
Revenue Generating
ApplicationsOther Applications …
Pri
va
cy,
Se
curi
ty,
an
d C
om
pli
an
ceD
ata
Exc
ha
ng
e S
erv
ice
s
Data AnalysisData Modeling, Metrics, Reports
Complex Event ProcessingAlerts &Triggers
Batch Streaming
Data AnalysisData Modeling, Metrics, Reports
Value
GB979: Big Data Analytics
Reference Model
Batch
Data SourceNetwork, OSS, BSS, Social Network, …
Data IngestionIntegration, Import, Format
Da
ta R
ep
osi
tory
Str
uct
ure
d D
ata
, U
nst
ruct
ure
d D
ata
, S
em
i-st
ruct
ure
d D
ata
Data ManagementTransformation, Correlation, Enrichment, Retention
CAPEX Reduction
Applications
OPEX Reduction
ApplicationsCEM Applications
Revenue Generating
ApplicationsOther Applications …
Pri
va
cy,
Se
curi
ty,
an
d C
om
pli
an
ceD
ata
Exc
ha
ng
e S
erv
ice
s
Data AnalysisData Modeling, Metrics, Reports
Complex Event ProcessingAlerts &Triggers
Batch Streaming
GB979: Big Data Analytics
Reference Model
ValueStreaming
Complex Event ProcessingAlerts &Triggers
Stream Processing
Nikos Tsantanis
• Analyze Data as it arrives
• Constantly deliver outcomes
Data Processing Actions
(Near) Real-Time
Storage
Enables powerful use cases
with time-sensitive requirements
Streaming
Execution Model
millisecs secs mins
Reaction Time
Google Ads
display
Location-based
marketing
Credit Card
fraud
Real-Time
Use Case Examples
The Big Data Use Case ‘triplet’:
Insight + Action = Value
Example: Real Time Churn Prevention
Insight Action Value
Subscriber
Dissatisfaction
Retention
Campaign
Satisfied
Customer
CEP: CEP: CEP: CEP: Enabler of RealEnabler of RealEnabler of RealEnabler of Real----Time Time Time Time Insights & Actions
Complex Event
Processor (CEP)
• Correlate events/data
• Detect event patterns
• Execute online algorithms
• Calculate KPIs
Identify Events
(Insights)
• Alerts (M2H)
• Triggers (M2M)
Respond to Events
(Actions)
All in real-time
+
How CEP Works
Insight Action Value+ =
CEP Example:
Churn Prevention
Real-time Personalized
Offers Based on Location
Paul Grepps
Big Data Analytics
Business Value Roadmap
Validate
Use Cases
1
Building Blocks
2
Reference Model
3
A step-by-step process to enable a CSP to implement a BDA
use case that delivers real business value
Morning
• Long Lines
• Regular
Customers
• Morning Coffee
& Breakfast
Afternoon
• Empty Stores
• Infrequent
Customers
• Afternoon Tea &
Coffee Beans
Existing Ad
Campaigns
not Working
Real-Time Targeted Location-Based Advertising
Where are
my customers?
Geocoding Key
Location
Profiling
Location
Prediction
Location
Detection
Real-Time Location
Detection
Time of Day, Day of
WeekLearn Key Locations
(Home & Work)
Capture Customer
Locations
Customer Location
Building Blocks
• New revenue source leads to
increased revenue
Service
Provider
• Relevant ads improve the customer
experienceCustomer
• Time-of-day targetings increases offer
acceptance rate and profitability
Advertising
Partner
Business Value
Privacy, Security, &
Compliance
Paul Grepps
Pri
va
cyP
riv
acy
Management
Protection
Preservation
Co
mp
lia
nce
Co
mp
lia
nce
Legal
Regulatory S
ecu
rity
Se
curi
ty
Encryption
Authentication
Access Control
BDA Reference Model
Privacy, Security & Compliance Layer
BDA Reference Model
Privacy, Security & Compliance LayerP
riv
acy
Pri
va
cy
Management
Protection
Preservation
Co
mp
lia
nce
Co
mp
lia
nce
Legal
Regulatory S
ecu
rity
Se
curi
ty
Encryption
Authentication
Access Control
BDA Reference Model
Privacy, Security & Compliance LayerP
riv
acy
Pri
va
cy
Management
Protection
Preservation
Co
mp
lia
nce
Co
mp
lia
nce
Legal
Regulatory S
ecu
rity
Se
curi
ty
Encryption
Authentication
Access Control
BDA Reference Model
Privacy, Security & Compliance LayerP
riv
acy
Pri
va
cy
Management
Protection
Preservation
Co
mp
lia
nce
Co
mp
lia
nce
Legal
Regulatory S
ecu
rity
Se
curi
ty
Encryption
Authentication
Access Control
Big Data Analytics
Project Milestones
Identify key analytics Use Cases
Define a BDA Reference Model
Decompose UCs to
reusable Building Blocks
Document Business Models
Frameworx 13 (April 2013)
TR202: Big Data Analytics
Reference Model
Frameworx 13.5 (Sept 2013)
GB979: Big Data Analytics
Guidebook
Frameworx 14 (May 2013)
GB979: Big Data Analytics
Guidebook
Extended Use Case Catalogue
Refined Business Value Roadmap
Big Data Analytics Platform
and application Showcases
Dr. Mick Kerrigan, Amdocs Management Ltd
Nikos Tsantanis, Intracom Telecom
Paul Grepps, TEOCO Corporation
Dr. Gadi Solotorevsky, cVidya Networks Ltd.
Guillaume Le Mener, Tektronix
Vendor Presenter Guidebook Use Case
Dr. Gadi SolotorevskyS-MOM-T5: Personalized Offers Based on
Usage
Nikos Tsantanis Monetizing Mobile Subscribers’ Insights
Paul GreppsS-MOM-T4: Real-time Personalized Offers
Based on Location
Guillaume Le MenerS-MOM-T4: Real-time Personalized Offers
Based on Location
Dr. Mick KerriganO-RMO3: Real Time Customer Offload
Management
BDA Use Cases
on Show
BDA Use Cases
on ShowS
TAG
E
BDA Catalyst @
TM Forum Live!
Business Growth through Big Data Analytics Catalyst
Demonstrate real life big data analytics
use cases in commercial software
Enable CSPs to implement, deploy, and obtain
ROI faster from their BDA initiatives
Use Cases are tested and validated by a
large team of 6 CSPs and 8 Suppliers
Validate GB979 use cases and reference model to
further improve it for the benefit of the industry
Join us at
TM Forum Live!
in Nice from June 2nd
to 5th 2014
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