1 #SmarterBiz
Th
e De
al
The Brains
of a
Smarter
Planet
About
Paul Zikopoulos, BA, MBA
Vice President, IBM IM Technical Sales and Big Data
email: [email protected] Twitter: @BigData_paulz
2 #SmarterBiz
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Paul C. Zikopoulos, B.A., M.B.A., is the Vice President
of Technical Professionals for IBM’s Information
Management division and additionally leads the World
Wide Competitive Database and Big Data teams.
Paul is an award winning writer and speaker with more than 20 years of
experience in Information Management and is seen as a global expert in
Big Data and Analytic technologies. Independent groups often recognize
Paul as a thought leader with nominations to SAP’s “Top 50 Big Data
Twitter Influencers”, Big Data Republic’s “Most Influential”, Onalytica’s
“Top 100”, and AnalyticsWeek “Thought Leader in Big Data and Analytics”
lists. Technopedia listed him a “Big Data Expert to Follow” and he was
consulted on the topic of Big Data by the popular TV show “60 Minutes”.
Paul has written more than 350 magazine articles and 18 books, some of
which include “Hadoop for Dummies”, “Harness the Power of Big Data”,
“Understanding Big Data: Analytics for Enterprise Class Hadoop and
Streaming Data”, “New Dynamic In-Memory Analytics for the Era of Big
Data: DB2 10.5”, “DB2 pureScale: Risk Free Agile Scaling”, “DB2
Certification for Dummies”, “DB2 for Dummies”, and more. In his spare
time, he enjoys all sorts of sporting activities, including running with his
dog Chachi, swimming, and overall fitness training (he no longer worries
about avoiding punches in his MMA training as an eventual understanding
that he became too slow for full contact forced him into retirement).
Ultimately, Paul is trying to figure out the world according to Chloë—his
daughter. You can reach him at [email protected].
IBM IBV/MIT Sloan Management Review Study 2011
Copyright Massachusetts Institute of Technology 2011
Studies show that organizations competing
on analytics outperform their peers
4
substantially outperform
Studies show that organizations competing
on analytics outperform their peers
1.6x Revenue
Growth 2.0x EBITDA
Growth2.5x Stock Price
Appreciation
IBM IBV/MIT Sloan Management Review Study 2011
Copyright Massachusetts Institute of Technology 2011
IQbusiness initiative
BUSINESS IMPERATIVE
Key Business Imperatives for Insight
Create new business models
Optimize operations and reduce fraud
Attract, grow, retain customers
Transform financial
processes
Manage risk
Improve IT economics
Big Data & Analytics
Big Data & Analytics
7
There is a perfect storm where a vast constellation
of applications meets a massive, ubiquitous,
and unlimited network of endpoints
Social MobileCloud
“Pinning” the Way to Smarter Commerce
• Advertisements
• Promotions
• Campaigns
• Planning
• Preferred Styles
• Designs
• Products
• Interests
• Pins / Re-pins
• Likes / Dislikes
• Tweets
• Favorites
Photo Albums and Pinboards
Style Kitchen Gallery
Dream Home Wedding
• Photo Semantic
Analysis
• User
Segmentation
Co
mp
ute
r
Co
nsu
mer
Models
Products
Brands
Logos
Styles
Designs
Retailers, Marketers and PlannersWe're now moving from text-centric expression to visual-centric expressions
While data collection has become 24x7.
Decision making
IS NOT.
Heart Beats: 1 value/hour (7,799 lost)
Breathing: 1 value/hour (2,099 lost)
Blood Oxygen Levels: 1 value/hour (3,599 lost)
ECG: 1000 readings/sec (86,400,000 lost)
Volume Variety Velocity Veracity
Data at Scale
Terabytes topetabytes of data
Data in Many Forms
Structured, unstructured, text,
multimedia
Data in Motion
Analysis of streaming data to enable decisions
within fractions of a second.
Data Uncertainty
Managing the reliability and
predictability of inherently imprecise
data types.
Velocity IS the game changer: It’s NOT just how fast data is
produced or changed, BUT the speed at which it must be
received, understood, and processed.
There’s a shift in the CIO’s office,
from mostly spending money
to save money,
to spending money
to make money.
By 2017, CMOs
will spend more on IT than CIOs.IDC
“GM IT Goal: Boost IT’s measurable payoff by 10x, handle 2x the
projects, and get them done 3x faster. The DW incorporates both
cutting edge Hadoop technology as well as more traditional MPP
technologies historically used for data warehousing. For Hadoop, GM
has deployed IBM’s BigInsights platform [the IBM non-forked
Hadoop distribution – 1.1PB cluster – 55 of 200 data marts moved].”
Realize It. Invest in a Big Data & Analytics platform.
All Data
Harness All Data
& All Paradigms
Information Governance Zone
Information Ingestion & Operational Information
Zone
Real-time Analytics
Zone
Exploration, Landing &
Archive Zone
Enterprise Warehouse, Data Mart &
Analytic Appliance
Zone
All DataNew/
Enhanced Applications
IBM Big Data & Analytics Platform
Systems, Security, Storage
IBM Big Data & Analytics Infrastructure
Reporting, Analysis, Content Analytics
Cognitive
Exploration & Discovery
Decision Management
Predictive Analytics & Modeling
Information Governance Zone
Real-time Analytics
Zone
Exploration, Landing &
Archive Zone
Information Ingestion & Operational Information
Zone
Enterprise Warehouse, Data Mart &
Analytic Appliance
Zone
Reporting, Analysis, Content Analytics
Cognitive
Exploration & Discovery
Decision Management
Predictive Analytics & Modeling
Realize It. Invest in a Big Data & Analytics platform.
All DataNew/
Enhanced Applications
IBM Big Data & Analytics Platform
Systems, Security, Storage
IBM Big Data & Analytics Infrastructure
Information Governance Zone
Real-time Analytics
Zone
Exploration, Landing &
Archive Zone
Information Ingestion & Operational Information
Zone
Enterprise Warehouse, Data Mart &
Analytic Appliance
Zone
Reporting, Analysis, Content Analytics
Cognitive
Exploration & Discovery
Decision Management
Predictive Analytics & Modeling
Reporting, Analysis, Content Analytics
Cognitive
Exploration & Discovery
Decision Management
Predictive Analytics & Modeling
Realize It. Invest in a Big Data & Analytics platform.
All DataNew/
Enhanced Applications
IBM Big Data & Analytics Platform
Systems, Security, Storage
IBM Big Data & Analytics Infrastructure
Information Governance Zone
Real-time Analytics
Zone
Exploration, Landing &
Archive Zone
Information Ingestion & Operational Information
Zone
Enterprise Warehouse, Data Mart &
Analytic Appliance
Zone
Reporting, Analysis, Content Analytics
Cognitive
Exploration & Discovery
Decision Management
Predictive Analytics & Modeling
Reporting, Analysis, Content Analytics
Cognitive
Exploration & Discovery
Decision Management
Predictive Analytics & Modeling
Realize It. Invest in a Big Data & Analytics platform.
IBM Big Data & Analytics Platform
Systems, Security, Storage
IBM Big Data & Analytics Infrastructure
All Data
Reporting, Analysis, Content Analytics
Cognitive
Exploration & Discovery
Decision Management
Predictive Analytics & Modeling
Information Governance Zone
New/Enhanced
Applications
Real-time Analytics
Zone
Exploration, Landing &
Archive Zone
Information Ingestion & Operational Information
Zone
Enterprise Warehouse, Data Mart &
Analytic Appliance
Zone
Realize It. Invest in a Big Data & Analytics platform.
What to Remember About Cloudant…
Operational JSON “document” database
Spreads data across data centers & devices for scale and HA; allowing for data to sync between datacenters and devices
Fully managed distributed NoSQL Database as a Service (DBaaS) - 24/7 – no other competitor offers this
Ideal for mobile apps that require:– Rapid deployment, Time to Value– Massive, elastic scalability– High availability– Geo-location services– Full-text search– Support for occasionally connected users
Delivered as a cloud service, Cloudant eliminates complexity &
enables developers of fast-growing web and mobile apps to
focus on developing their applications, without the need to
manage database infrastructure and growth
26
Typical regulatory compliance
uses the least possible work
to comply approach.
Create regulatory dividends.
Repurpose the same data
used for regulatory
compliance for other uses.
Complete Integration of Data Privacy and Security
De-indentify
sensitive data on
demand
Deploy centralized
controls for real-
time monitoring
Encrypt data with
negligible
performance
impact
Remove sensitive
data from
documents
Automate
detection of
sensitive data
Mask with pre-build functions or customize
Mask consistently across systems
Policy-based controls to detect unauthorized activity
Vulnerability assessment & change auditing
Encrypt files and structured data
Unify policy and key management for central administration
Increase efficiency via automation and reduce cost of manual redaction
Control the data viewed by each user
Classify sensitive data types
Discovery hidden data relationships
Optim Discovery &
Guardium
Optim
Data Masking & Data
Privacy for Hadoop
Guardium
Activity MonitoringGuardium
Data Encryption
Guardium
Data Redaction
Discover & classify
sensitive data
Mask structured &
unstructured data
Monitor database &
hadoop activity to
assess vulnerabilities
Encrypt structured
and unstructured
data
Redact data in
documents & forms
29
Demand that complexity is
placed behind
the glass and move decisions
from the elite few to the
empowered many.
Opt in | out
promotions
Public
Calendar
(Gift giving
season)
Personal &
business
callsEmail
Known for
being indecisive,
offer acceptance
history
Professional
Architect &
Small Business
Owner
Single mobile
account for both
personal and
business use
Only
somewhat
tech-savvy
Social
apps
Web
browsing
AppsMarried with
no children
When the Unaffordable becomes Affordable…
the Impossible Becomes the Possible
31
Increasing abundance of automated consumer-facing service opportunities gives us
the data to know more about an entity than ever before– BUT ironically, we know less (think local banking branch)
Storage
on
Device
Service
Suspended
in Past?
Lost device?
Payment?
Usage
Classification
High LD?
Evenings?
Roam?
Threshold
warnings
and
preferences
Lifecycle..
-moving
-new TV
-+++
Age +Income +
GeographyPreferred Product
CategoriesPreferred Channel
Participation in Loyalty
ProgramUse of In-House
Credit CardUse of Service
Programs
Return / Exchange BehaviorBreadth of
Categories Shopped
Length of Time as Customer
Recency + Frequency +
Value
Response to Media
Time until Repurchase in Key
Categories
Annual Spend Level
Annual Transactions
Econometric: Real-estate &
Unemployment
Service Profile:
Current Handset = RealPhone
Next Upgrade = March 2013
Data Plan = Unlimited Domestic
Features = Basic
Customer Insights:
Customer Seg = SME
Customer Value = High
Influencer Score = Moderate
Churn Risk = Mod/High
Loyalty Member = No
Usage Data Summary (3 mos):
80% of calls out-of-network
Made 3 calls to a competitor call center
5 streaming video events per day
Heavily uses smartphone app
Data roamed in Japan 6 times
Billing Profile:
Average Bill = $200 per mo
Pays by autopay
Customer Profile:
Gender = Male
Marital = Married
Children = No
Income = Upper/Mid Tier
Language = English
Preference:
Movies & video
Sports
International Travel
Social Media (Facebook)
The Death of the Average: Client D.N.A
Likelihood to Purchase:
Churn Risk:
Product Education:
65
Audience and ID:
Bill Middleton, 1234567
Products of Interest:
NanoPhone
65
60
33
Digital Body Language on Your Premise…
Moves You From Transactions to Interactions…
Information Integration & Governance
Systems Security
On premise, Cloud, As a service
Storage
IBM Watson Foundations
IBM Big Data & Analytics Infrastructure
New/Enhanced
ApplicationsAll Data
What action should I take?
Decision management
CognitiveFabric
Landing, Exploration and Archive data zone
EDW and data mart
zone
Operational data zone
Real-time Data Processing & Analytics What is happening?
Discovery and exploration
Why did it happen?
Reporting and analysis
What could happen?
Predictive analytics and
modeling
Deep Analytics data zone
Cognitive is the Analytics Engine of the Future
How to Move Strategically and Transform Your Business
36
Invest in a big data & analytics platform
Be proactive about privacy, security and governance
Imagine It. Realize It. Trust It.
Build a culture that infuses
analytics everywhere
To trust the insights you have to
trust the facts
Privacy and security to protect the data
Enable risk-aware decisions
Build towards a platform for all data
and analytics
Analyzedata in motion
Cultivate new partnerships & roles
Start withyour people
Infuse analyticsinto key business
processes
Deploy the full range of analytics
IBM delivers a
governable and consumable
Big Data and Analytics
platform that’s steeped in
analytics for data in-motion
and data at-rest called
Watson Foundations
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