Changing the Paradigm Rivers of Information instead of data warehousing

Changing the Paradigm

Rivers of Information instead of data warehousing

Paul Nannetti - Capgemini

2

BIM

Copyright © 2014 Capgemini. All rights reserved.


Physical Warehousing

Every item is carefully categorized

and stored in a specific location in

rows and aisles in a sophisticated

“put-away” strategy

3

BIM



Today’s Online Retailers

The supply of goods from thousands

of vendors to millions of customers

4

BIM



Big Data is not all about Facebook and Twitter

“The Internet of things”:

50 billion devices will be

connected to the internet

by 2020

5

BIM



Over 40% of the companies that were in the

fortune 500 in 2000 were not there in 2010

6

BIM



Changing the flow Why IT needs to stop pushing

back against local business views and start enabling them

7

BIM



Traditional DW approaches satisfy corporate needs but leave most users without the information they need

9 out of 10

Source: 2012 survey of 600 business leaders conducted

along with Economic Intelligence Unit

9 out of 10 said that

they would have made better

decisions in the past 3 years if

they’d had all the relevant

information

8

BIM



Response time

Vo

lum

e

Hadoop

In-memory

databases

Event

processing

tools

Data warehouses

PB

TB

GB

Real-time

Applications

Hour Min Sec SubSec

What do we mean by big data technologies? The 3Vs – big data enables a whole new approach

Volume: Exponential as

• More and more devices and

• Each device generates more and

more data

Variety: This is not only

about structured / unstructured

• This is about an interconnected world with multiple partners

• And so working with no or low-modeled data

Velocity: This is not about

technical speed

• This is about data value

• Data value decreases every minute

1 0

0 1 0 1 0

0 1

0 1

1 1 0

1 0 1 1

0 0 1 1 1 0 1

0 1 0 0 1 1 0 1

1 0 1 0 1 1 0 0

1 0 1 1

9

BIM



The cost of storage is making it practical to store “everything”

Traditional

Data

Warehouse

Technology

BIG DATA

Technology costs (€)

Traditional

Database

technology

Dist. File

System

(eg Hadoop)

$ 30,000 / TB $ 1,000 / TB

10

BIM



Changing the flow

Enterprise Data Warehouse Business Data Lake

11

BIM



Retrospective to Predictive: Shifting BI from retrospective analysis to delivering insight at the point of action

12

BIM



Traditional approach to Information - KPIs

13

BIM



Insight at the point of action

Online enquiry

Service B

Product A Product selected

Up-sell

x-sell

Customer

Sales history

Web

transaction

Success rate from 5% → 20%

Stock out

in store

Source D

Source C Sources

indentified Supply

Available

stock

Delivery lead

times

Supply optimized for maximized

sales value / customer satisfaction

Predictive models based on

big data sources will optimise

decisions process

Product in transit

– RFID location

Model of

optimum revenue

for replenishment

scenarios

Shipping

partner:

Route data

Current

performance

of supply

routes

Stores: live sales

performance

Competitor sales

data in locality

from 3rd party

provider

Recent social

media activity

Success rate for

product in x-sell

scenario

Customer web

profile data

Predictive model

of customer

response

Available

Products

Recent call

history:

Sentiment data

14

BIM



You only need to be a

few % points better than

your competitors

15

BIM



Example: Marketing to Physicians for Pharma Companies

*Source: Cegedim Strategic Data, “2012 Pharmaceutical Promotional Spending: Global Trends”

** EU top 5 = France, Germany, Italy, Spain, United Kingdom

Physicians are key opinion leaders on drug

selection

Selection of right Opinion Leaders can allow

more effective targeting of marketing funds

More effective identification of Opinion leaders

can deliver significant ROI

Emerging Trends in European Pharma Market

$ 90 Billion: Global Pharmaceutical Promotion Spend in 2012*

$19.7 Billion: Pharmaceutical Promotion Spend in 2012 in European Union (EU5)**

As Pharmaceutical promotional spends shrink (EU5 -3.6% in 2012 *) and sales force is reduced, effective

identification segmentation and targeting of doctors becomes important

1-to-1

Physician

interaction

(Detailing)

Direct to

Customer

16

BIM



Opinion Leaders

Prescription Data

Publication Data

Referral Data

Survey Data

Social Media Data

Opinion Leader Identification Process

Network Influence Score

gives measure of

Influence in the Referral

Network of doctors

Publication Score gives

measure of Influence in

Publication activities

Prescription Score gives

measure of Influence from

drugs’ Prescription

activities

Affiliation Perception

Score gives measure of

perception based on

affiliations to Prestigious

Hospitals & Academic

Institutes

Social Media Score gives

measure of influence in

social media, blogs etc.

Affiliation Data

Referral Data of

doctors

PubMed Data for

medical publications;

clinical trials, research

papers, news etc.

Prescriptions Data

Hospitals, Institutes &

Academic Institutes

affiliation Data

Pharma blogs, forums

and other social

networking sites

3rd Party Survey Data

17

BIM



Capital Markets Banking Example $450m cash released through real time risk aggregation across several towers

Market Data

Security Data

Collateral Data

Settlement Data

Trading Data

Counterparty

Data

FX

Commodities

Rates

Credit

Equities

Other

2

1 CICI

AVOX

Bloomberg

D&B

In memory object cache

In memory Compute

Framework

Pricing Model

Risk Model

Dashboard Configuration

Alert

Persistent Store

GEMFIRE

Pivotal HD

5

6

3

4

Thousands of Transactions a second

Rea

l-tim

e a

dju

stm

en

t o

f R

isk

$’00m in released capital

18

BIM



New thinking: Enabling an entirely new way to drive value from the information river but it demands new thinking and new skills

19

BIM



Multiple internal views – consistently compromised

High Use

Low Use

LOB mart LOB mart LOB mart LOB mart

EDW

Partial

coverage

Transactional systems

CRM ERP PLM Supplier

Market Network Social Media

Web Sensor

20

BIM



Enabling all business users

Load everything

Business driven North America

operations

Marketing

Campaign for DE

EMEA

Sales

Distill on demand

Transactional systems

CRM PLM ERP Sensor Network Web Social Media Market Supplier

Business

Data Lake

21

BIM



“Shifting sands”

In today’s information

landscape new islands

of value are appearing

across company and

sector boundaries

22

BIM



Data forensics:

Provenance

Legality

Sensitivity

The information contained in this presentation is proprietary.

© 2014 Capgemini. All rights reserved.

Rightshore® is a trademark belonging to Capgemini.

www.capgemini.com/bim

About Capgemini

With more than 130,000 people in 44 countries, Capgemini is one

of the world's foremost providers of consulting, technology and

outsourcing services. The Group reported 2012 global revenues

of EUR 10.3 billion.

Together with its clients, Capgemini creates and delivers

business and technology solutions that fit their needs and drive

the results they want. A deeply multicultural organization,

Capgemini has developed its own way of working, the

Collaborative Business Experience™, and draws on Rightshore®,

its worldwide delivery model.

http://www.facebook.com/Capgemini

http://www.linkedin.com/company/capgemini

http://www.twitter.com/capgemini

http://www.youtube.com/capgemini

http://www.slideshare.net/capgemini

Changing the Paradigm Rivers of Information instead of data warehousing

Business

paradigm copyright

paradigm rivers of information

big data sources

vs big data

big data technologies

data valuedata value

cegedim strategic data

sales force