The Big Deal About Big Data

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

mailto:[email protected]

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

8

9

Automatic Spatially and Temporally Enriched Data

“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


Real-time Analytics

Zone


Archive Zone


Zone


Analytic Appliance

Zone


Cognitive


Decision Management



All DataNew/






Real-time Analytics

Zone


Archive Zone


Zone


Analytic Appliance

Zone


Cognitive


Decision Management



Cognitive


Decision Management



All DataNew/






Real-time Analytics

Zone


Archive Zone


Zone


Analytic Appliance

Zone


Cognitive


Decision Management



Cognitive


Decision Management






All Data


Cognitive


Decision Management



New/Enhanced

Applications

Real-time Analytics

Zone


Archive Zone


Zone


Analytic Appliance

Zone


© 2014 IBM Corporation

© 2013 IBM Corporation21#ENDOFCOFEEBREAKANLAYTICS

© 2013 IBM Corporation22

#ENDOFCOFEEBREAKANLAYTICS

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

25

Where there is data,

there is potential

for breaches

and unauthorized access.

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


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


10 Tech Companies Proving Innovation Isn't Dead

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

38

THINK@BigData_paulz

The Big Deal About Big Data

Technology

use of ibm software

standard ibm benchmarks

ibm lotus sametime unyte

ibm im technical sales

customer examples

performance characteristics

performance statistics

future product