10. Big Data Analytics - Reference Architecture and ... BIG_DATA... · Big Data Analytics Reference Architecture and Business Value Roadmap Joann O’Brien , TM Forum Dr. Mick Kerrigan

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

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Data ManagementTransformation, Correlation, Enrichment, Retention

CAPEX Reduction

Applications

OPEX Reduction

ApplicationsCEM Applications

Revenue Generating

ApplicationsOther Applications …

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Se

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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

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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

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ata

Exc

ha

ng

e S

erv

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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

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Data ManagementTransformation, Correlation, Enrichment, Retention

CAPEX Reduction

Applications

OPEX Reduction

ApplicationsCEM Applications

Revenue Generating

ApplicationsOther Applications …

Pri

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Se

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ty,

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pli

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ata

Exc

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Data AnalysisData Modeling, Metrics, Reports

Complex Event ProcessingAlerts &Triggers

Batch StreamingD

ata

Re

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Da

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Da

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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

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