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1 Copyright 2012, Oracle and/or its affiliates. All rights
reserved.
Sustainable Competitive Advantage Through Better Decision:
How Big Data Information Discovery Provides Valuable
Insights
Tidaporn Santimanawong, Sales Consulting Director, Oracle ASEAN
Business Analytics
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Business Intelligence
(Multi-dimensional)
2 | 2012 Oracle Corporation | Confidential Oracle Internal
(Life Style, Value)
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Generation Y, Young Generation
Generation Y 35
3 | 2012 Oracle Corporation | Confidential Oracle Internal
55% (1,024 )
42%
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Generation Y, Young Generation
Y
4 | 2012 Oracle Corporation | Confidential Oracle Internal
+ ,
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Oracle Business AnalyticsDrive Better Business Outcomes
ANY
BETTERDECISIONS
Copyright 2012, Oracle and/or its affiliates. All rights
reserved. Oracle Confidential.5
ANYDATA
FASTERACTION
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Why should I pay a checking fee if other
banks dont charge
one? customer.
She saved the project
with strong leadership
& building trust with the
customer.
Dialogues Contain Critical, Untapped Insights
discounted shipping.
Competitive pricing is
15% lower than yours
and they offer
discounted shipping. late
Refuse collection hasnt been so reliable recently 8 theyve been
coming
late
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reserved.6
Customers Workforce Supplier &Partners
The Public
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New Insights Drive New Opportunities
Revenue & margin Customer retention Brand perception
Segmentation and
targeting
Impact
Employee retention Improved
productivity Hiring& Staffing Compensation
Customers Workforce
Copyright 2012, Oracle and/or its affiliates. All rights
reserved.7
Revenue & marginOperational efficiency.Better
partnershipsProduct positioning.
Impact
Revenue & margin Operational efficiency Better partnerships
Product positioning
Public sentiment Trends insight Brand perception Hiring
ability
The Public3rd Parties
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The Challenges of Unstructured Data
DATA IS GROWINGIN VOLUMEAND DIVERSITY
DATA CAN BE DIRTY OROF UNCERTAIN VALUE
XML
AMOSTLY TEXT, ANDDIVERSE SCHEMAS
Copyright 2012, Oracle and/or its affiliates. All rights
reserved.8
Websites Social MediaText in Enterprise
Applications
Enterprise Content Systems,
File Systems, EmailBig Data
80% UNSTRUCTURED
Business Intelligence
and Data Warehouses
20% STRUCTURED
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Oracle Endeca Information DiscoveryBest platform for
Unstructured Analytics
Endeca ServerHybrid Search/Analytical Database
Flexible Data Model
Oracle Endeca Information DiscoveryExtend Business Analytics
with Unstructured Data
Oracle Business IntelligenceBest platform for integrated ROLAP
and MOLAP
BI Server + EssbaseCommon EnterpriseInformation Model
Copyright 2012, Oracle and/or its affiliates. All rights
reserved.9
Social MediaContent Systems,Files, Email
Websites
Unstructured Data
Big DataOLTP & ODS
SystemsEnterprise Applications(Oracle, SAP, Others)
Data Warehouse& Data Marts
Structured Data
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High Value Information Discovery use cases
impossible to address with traditional BI tools
Four example use cases:
1. Product Quality - Discovery and Analysis :- ERP Manufacturing
Apps
2. Insurance Claims - Discovery and Analysis :- Insurance and
Healthcare customers
10 | 2011 Oracle Corporation | Confidential Oracle Internal
3. Criminal Intelligence - Discovery and Analysis :-Law
enforcement and intelligence
agencies
4. Social Media and Sentiment - Discovery and Analysis:- CRM
Application
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Use Case 1: Product Quality Discovery & Analysis
CUSTOMER PROFILE
Discrete manufacturer
Product population
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Reduce warranty costs and detection to correction time
Common view of six years of product and quality data from
Investigate Root Cause
Global Automotive Manufacturer Gets Ahead of Quality Issues
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product and quality data from multiple systems
Quality engineers explore root cause (why) of product issues
from unstructured data.
Operates along side Oracle BI EE, Essbase, EPM and
PeopleSoft
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An Example: Automotive Quality
Suspect
Algorithm
Correlation Analysis
identifies a high rate
of battery failures in
Scandinavia
Using Endeca the analyst The Analyst Discovers:
13 Copyright 2012, Oracle and/or its affiliates. All rights
reserved.
ExploreDiscover
Data:
Structured &
Unstructured
Using Endeca the analyst
investigates: Structured Data
- Defective parts and suppliers
- Vehicle models and options
- Weather patterns
- Manufacturing sites and dates
- Vehicle distribution and delivery
Unstructured Data
- Service Technician Reports
- Internet Forums
The Analyst Discovers: Service technicians and vehicle
owners
have complained about the problem in unstructured text - and
also mentioned seat heating
The alternator on problem vehicles has recently been second
sourced from a new supplier
This new alternator ...
... delivers insufficient power
... in extreme conditions
... in vehicles that have seat heating
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Opportunity 2: Insurance Claims Discovery & AnalysisWho buys
it & what are they looking for?
CUSTOMER PROFILE
Insurance provider
Active claims between 1M and 10M
CUSTOMER PROFILE
Insurance provider
Active claims between 1M and 10M
PAINS
Claims management system notes cant be incorporated into
analysis because it is in unstructured (text) format
Difficult to identify fraudulent claims without ability to
correlate information between different
PAINS
Claims management system notes cant be incorporated into
analysis because it is in unstructured (text) format
Difficult to identify fraudulent claims without ability to
correlate information between different
OBJECTIVES
Earlier, more accurate detection of fraudulent insurance
claims
Unlimited exploration across all dimensions of the source data
systems
OBJECTIVES
Earlier, more accurate detection of fraudulent insurance
claims
Unlimited exploration across all dimensions of the source data
systems
14 | 2011 Oracle Corporation | Confidential Oracle Internal
information between different sources
Existing BI tools arent designed for use by front line claims
analysts with domain expertise
information between different sources
Existing BI tools arent designed for use by front line claims
analysts with domain expertise
Consumer-friendly, search-oriented interface
Reduced overall claims cost and increased customer
satisfaction
Consumer-friendly, search-oriented interface
Reduced overall claims cost and increased customer
satisfaction
The notes in our claims management system
are finally available alongside our structured
data sources, supporting our fraud detection
efforts and improving call handling quality.
CIO
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Customer Success: Liberty Mutual
Auto, Home and Life Insurance Provider
OVERVIEW
Liberty Mutual needed to reduce claims fraud and abuse while
improving overall customer satisfaction
CHALLENGES/OPPORTUNITIES
Existing BI standard (MicroStrategy) unable to combine notes
fields from insurance claims with structured data sources
RESULTS := Go-live 10/21/2011
15 Copyright 2012, Oracle and/or its affiliates. All rights
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insurance claims with structured data sources Competitive
pressure from low-cost providers to differentiate by providing
best-
in-class customer service
SOLUTION
Provides a set of combined views across structured and
unstructured data from over 10 million active personal market
claims
360 degree view of each claim enables faster and more accurate
identification of fraudulent and abusive claims
Front line claims analysts can access data while on the phone
with a customer to improve customer responsiveness and
satisfaction
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Use Case 3: Criminal Intelligence Discovery & Analysis
CUSTOMER PROFILE
Law enforcement agencies
Intelligence agencies
City, state and national government
CUSTOMER PROFILE
Law enforcement agencies
Intelligence agencies
City, state and national government
PAINS
Information can be useless by the time it is cleaned, processed
and loaded into a warehouse
Reduction in operating budget and operations staff while
activity levels are increasing limits ability to quickly perform
crimes analysis
Activity history spread across several
PAINS
Information can be useless by the time it is cleaned, processed
and loaded into a warehouse
Reduction in operating budget and operations staff while
activity levels are increasing limits ability to quickly perform
crimes analysis
Activity history spread across several
OBJECTIVES
Advance detection and crime prevention
Reduce operating costs and increase intelligence visibility
Efficient deployment within first line operations
OBJECTIVES
Advance detection and crime prevention
Reduce operating costs and increase intelligence visibility
Efficient deployment within first line operations
16 | 2011 Oracle Corporation | Confidential Oracle Internal
Our aim is to improve our existing intelligence research
capability and as a result, deliver a better service to our
community. The contextual navigation offers our analysts visibility
into critical information that was unattainable until now, enabling
greater discovery for better intelligence decision-making.
Deputy Superintendent of Police
Activity history spread across several different solutions,
agencies and data formats
Challenge to manage increase in activity for major public
events.
Activity history spread across several different solutions,
agencies and data formats
Challenge to manage increase in activity for major public
events.
operationsoperations
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Background
NATO Summit in Chicago, May 2012
7,000 Visiting Dignitaries
2,200 Journalists
Discovering Protest Activities
Protecting Citizens
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10s of thousands of protestor
Thousands of Officers
Solution
Monitor Social Media to identify hot-spots
Correlate with police deployment
Initiate operational orders
Retrospectively identify potential witnesses
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Use case 4: Social Media and Sentiment Discovery &
Analysis
Who Buys It & What Are They Looking For?
CUSTOMER PROFILE
Companies selling products or services directly to consumers
Organizations and agencies that take their message directly to
people
CUSTOMER PROFILE
Companies selling products or services directly to consumers
Organizations and agencies that take their message directly to
people
PAINS
Brand and reputations can be helped or threatened quickly by the
increasing influence of social media
Need to justify and refine budgets for social media campaigns
and activity
Difficult to figure out the best ways to capture, integrate and
analyze this growing amount of unstructured social
PAINS
Brand and reputations can be helped or threatened quickly by the
increasing influence of social media
Need to justify and refine budgets for social media campaigns
and activity
Difficult to figure out the best ways to capture, integrate and
analyze this growing amount of unstructured social
OBJECTIVES
Defend brand and reputation cost effectively
Gain deeper insight into overall social media impact and
campaigns
Gauge social media sentiment on new products released
OBJECTIVES
Defend brand and reputation cost effectively
Gain deeper insight into overall social media impact and
campaigns
Gauge social media sentiment on new products released
18 | 2011 Oracle Corporation | Confidential Oracle Internal
growing amount of unstructured social data
Most analytic tools are too generic to address key social media
analytic requirements
growing amount of unstructured social data
Most analytic tools are too generic to address key social media
analytic requirements
products released
Correlate consumer behavior with various new product and service
offerings
products released
Correlate consumer behavior with various new product and service
offerings
Weve been investing in social media without a plan for long
enough. Endeca allows us to measure the effectiveness of our
campaigns both online and off while improving and protecting our
brand.
Emily, Director of IT Strategy
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Explore New Concepts
Better insight into regional sales performance
OVERVIEW Land OLakes, with annual revenues of $11B,
operates in the dairy products and agricultural services
segments. It is owned by and serves more
RESULTS
1.5 years time savings and $4 million implementation cost
savings over alternative approach
Better insight on regional sales performance
Higher profit margins
19 Copyright 2012, Oracle and/or its affiliates. All rights
reserved.
services segments. It is owned by and serves more than 4,600
dairy farmers and some 980 community cooperatives.
CHALLENGES/OPPORTUNITIES
Maximize profitability by positioning higher margin products
Leverage detailed regional seed and crop protection data to
drive sales
Correlate marketing initiatives with sales performance
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Understand consumer dialog to aid sales performance
Integrated customer service center conversations, social media
dialog,
Consumer Sentiment Impact on Sales
Consumer Goods: Discover New Insights from Big Data
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reserved.
conversations, social media dialog, loyalty card transactions
and ad spend
Discovered how viral events influence consumer brand sentiment
and impact to sales performance
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Optimizedfor ExalyticsIn-Memory
Optimizedfor ExalyticsIn-Memory
Business Intelligence and Information DiscoveryComplete Business
Analytics Solution
Analysis ProblemsMeasure, Analyze, Report
Discovery ProblemsInvestigate, Explore, Understand
Structured DataModeled and Existing DWExisting DW
21 Copyright 2012, Oracle and/or its affiliates. All rights
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In-Memory Machine
In-Memory Machine
Unstructured DataDiverse, textual,uncertain quality
Modeled andconforming
Proven Answers to Known QuestionsProven Answers to Known
Questions
Information Discovery
Fast Answers to New QuestionsInformation Discovery
Fast Answers to New Questions
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Discovery often begins with a suspicion ...
Suspect
Intuition Algorithm
ORACLE R Enterprise
Popular open source statistics package
Wide range of advanced analytical functions
Integrated with database for scalability
Oracle Data Mining
In-database data mining algorithms
Text mining
Predictive Analytics
Report
22 Copyright 2012, Oracle and/or its affiliates. All rights
reserved.
ExploreDiscover
Data:
Structured &
Unstructured
Endeca Information DiscoveryValue
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Big Data Information Discovery
Oracle Confidential.23
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Diverse
Unstructured
Information
Solve the Mystery of
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of
Sustainable Competitive Advantage Through Better
DecisionSustainable Competitive Advantage Through Better
DecisionSustainable Competitive Advantage Through Better
DecisionSustainable Competitive Advantage Through Better
Decision
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25 Copyright 2012, Oracle and/or its affiliates. All rights
reserved.