Simplifying Big Data Analytics for the Business

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Tasso Argyros, Co-Founder & Co-President, Teradata Aster presents at the 2012 Big Analytics Roadshow. …

Tasso Argyros, Co-Founder & Co-President, Teradata Aster presents at the 2012 Big Analytics Roadshow.

The opportunity exists for organizations in every industry to unlock the power of iterative, big data analysis with new applications such as digital marketing optimization and social network analysis to improve their bottom line. Big data analysis is not just the ability to analyze large volumes of data, but the ability to analyze more varieties of data by performing more complex analysis than is possible with more traditional technologies. This session will demonstrate how to bring the science of data to the art of business by empowering more business users and analysts with operationalized insights that drive results. See how data science is making emerging analytic technologies more accessible to businesses while providing better manageability to enterprise architects across retail, financial services, and media companies.

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  • 1. Bringing Data to the Business in a BIG WayTasso Argyros, Co-President and FounderTeradata Aster
  • 2. Is Big Data for Business? “By 2017 the CMO will be spending more on IT than the CIO.” Gartner, Jan 2012 “Barnes & Noble has made a profound transformation from being a physical seller of books to a digital technology company. A key component of that is the ability we have gained to leverage big data to derive consumer insights that are deployed multi-channel for better personalization.” Marc Parrish, VP, Customer Retention, Barnes & Noble “Enterprises often address new information management challenges with one-off solutions, and the big-data challenge could unfortunately follow the same pattern.” Gartner, April 20112 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 3. What is New About Big Data? Size Data Analytics Big Data Source: CEO Advisory: ‘Big Data’ Equals Big Opportunity, Gartner, 31 March 2011.3 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 4. What Else is New About Big Data? Classic BI Structured & Repeatable Analysis Business determines what IT structures the data to questions to ask answer those questions “Capture only what’s needed” IT delivers a platform for Big Data Analytics storing, refining, and Business explores data for Multi-structured & Iterative Analysisanalyzing all data sources questions worth answering “Capture only what’s needed”4 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 5. Challenges with Emerging Big Data Technologies Enterprise Adoption Complexity Cost “Sophisticated tools for data integration and analysis on this scale are largely lacking today. There are opportunities to create tools and applications for Big Data.” - IDC Market Analysis, Worldwide Big Data Technology and Services, 20102-2012 Forecast Cost and Complexity Kill Enterprise Adoption5 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 6. Is Big Data Solving Your Problems Today?3 Key Questions to Ask your CIO How many people in your organization can 1 directly ask Big Data questions? How much time does it take to answer a new 2 business question with Big Data? Is it hard to find the right people and budget to 3 tackle new Big Data problems? Need right technologies to realize business value of Big Data6 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 7. Making Big Analytics Work: The Discovery CycleMost Effective Way to Create Business Insight from Big Data Analytical Idea Operational DB Operationalize Zero-ETL Data or EDW or Move On Load/Integration Evaluate Results SQL & non-SQL Analysis7 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 8. Key Requirements of a Discovery Platform Highly Efficient & Performant Big Data Platform 1 That Allows Quick Iterations Hybrid Capabilities that Provide both Legacy 2 (SQL, BI) and New (MapReduce) Interfaces Significant Out-of-the-Box Analytical Apps that 3 Minimize Development Democratize Big Data & Maximize Enterprise Adoption8 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 9. Aster’s Discovery Platform Democratizes Big Data Analysts Customers Business Users Data Scientists Your Analytic & Advanced Reporting Applications • 50+ pre-built analytical appsDevelop Rapid Analytics • Visual IDE: custom apps in hours Development • Several programming languages • SQL-MapReduce framework Process Embedded Analytic • Analyze both non-relational + Processing relational data • Top performance for both SQL & MR • Commodity-hardware based Store Massively Parallel • Software-only; Appliance; Cloud Data Storage • Fault-tolerant & one-click expansion9 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 10. SQL & MapReduce: the Gap SQL MapReduce • Easy and Fast • Powerful, but… • Integrates well • Batch-oriented with BI/Viz. • Requires lots of tools coding • But…not always powerful enough But what if you need both?10 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 11. Filling the Gap: SQL-MapReduce®Industry’s Only Standard SQL + MR Combination Standard SQL 1 Support for Business Analysts Integrates 2 Seamlessly with Most BI Tools 10x MapReduce 3 Performance Advantage11 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 12. Analytic Foundation: the App Store of Big DataSome of the 50 out-of-the-box analytical apps Path Analysis Text Analysis Discover patterns in rows of Derive patterns and extract sequential data features in textual data Statistical Analysis Segmentation High-performance processing of Discover natural groupings of common statistical calculations data points Marketing Analytics Data Transformation Analyze customer interactions to Transform data for more optimize marketing decisions advanced analysis12 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 13. How SQL-MapReduce® Connects Business AnalystsTo MapReduce Processing Invoke Pre-Bulid SQL-MapReduce® App Through SQL and Visualize Directly in Tableau®13 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 14. Beyond the Discovery Platform: Unified Big Data ArchitectureEnabling All Users for Any Data Type from Data Capture to Analysis Java, C/C++, Pig, Python, R, SAS, SQL, Excel, BI, Visualization, etc. Reporting and Execution Discover and Explore in the Enterprise Capture, Store and Refine Audio/ Web & Machine Images Docs Text CRM SCM ERP Video Social Logs14 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 15. Unified Big Data Architecture for the Enterprise Engineers Data Scientists Quants Business Analysts Java, C/C++, Pig, Python, R, SAS, SQL, Excel, BI, Visualization, etc. ANALYTICS Discovery Platform Active Data Warehouse Capture, Store, Refine Audio/ Web & Machine Images Text CRM SCM ERP Video Social Logs 15 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 16. Announced June 12th, 2012 Aster SQL-H™ A Business User’s Bridge to Analyze Hadoop DataAster SQL-H gives analysts and data scientists a better wayto analyze data stored cheaply in Hadoop • Allow standard ANSI SQL to Hadoop data • Leverage existing BI tool investments • Enable 50+ prebuilt SQL-MapReduce Apps and IDE • Lower costs by making data analysts self-sufficient 16 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 17. Aster in Retail Banking: “Last Mile” Marketing Cross-ChannelChallenge Customer Interactions• Know the “last mile” of a decision 17,000 Customers, 1 Month• Data Mining tools predict probability but do not ID the “last mile” 34k Branch Visits 25k ATM SessionsWith Aster• SQL-MapReduce listens and predicts the “last mile” - Identifies all interaction patterns prior to acquisition or attritionBusiness Impact 5,000 Call Center Sessions• 10-300x less effort to pinpoint a customer in the “last mile” 43k E-mails 92k Online Sessions17 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 18. Aster MapReduce: Understanding the “Last Mile” Jan 5: Reverse Fee Jan 10: Request Made Again Jan 20: Account Closed Request Jan 7: Request Made Again Jan 15: Request Made AgainWhat if I knew that this customer was likely to leave? I could…• Apologize• Offer an explanation• Reverse the $5 fee “It takes 3x more to acquire a customer than to retain one”18 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 19. Multi-Channel Customer AnalysisIterative Discovery Analytics Business Question(s): • Is there any identifiable pattern of behavior prior to account closure? • Prior to new product additions? • If so, what does this pattern look like? STOREDATA19 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 20. Events Preceding Account Closure20 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 21. Events Preceding Account Closure SELECT * FROM npath ( Interactive Analytics ON ( SELECT … WHERE u.event_description IN ( SELECT aper.event FROM attrition_paths_event_rank aper Reducing the “Noise” to ORDER BY aper.count DESC LIMIT 10) ) … PATTERN ((OTHER|EVENT){1,20}$) SYMBOLS (…) RESULT (…) find the “Signal” ) ) n;21 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 22. Events Preceding Account Closure SELECT * FROM nPath ( ON (…) PARTITION BY sba_id Closed Accounts ORDER BY datestamp Fee reversal seems MODE (NONOVERLAPPING) PATTERN ((OTHER_EVENT|FEE_EVENT)+) SYMBOLS ( to be a “Signal” event LIKE %REVERSE FEE% AS FEE_EVENT, event NOT LIKE %REVERSE FEE% AS OTHER_EVENT) RESULT (…) ) n;22 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 23. How did Big Data Help? Collect & analyze not only customer transactions, but also1 customer interactions Use SQL-MapReduce pre-built operators to identify2 behavioral patterns and uncover business insight Utilize standard BI tools to ensure insights are consumed3 by the right business analysts and acted uponBig Data for Business = use more data and more analyticsto achieve a competitive edge23 Confidential and proprietary. Copyright © 2012 Teradata Corporation.
  • 24. Summary 1 Huge Business Value in Big Data Paradigms Like Discovery Platform 2 Reduce Cost, Time-to-Market and Maximize Adoption Teradata Aster Enables Business Users 3 to Access Directly Big Data Technologies24 Confidential and proprietary. Copyright © 2012 Teradata Corporation.