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Big data solutions explained for marketeers & business executives
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Everyone is talking about Big data. But, what does it mean? What can you do with it? Which tools can you use? And what can you do with it. Step by step explanation for marketeers and business ...

Everyone is talking about Big data. But, what does it mean? What can you do with it? Which tools can you use? And what can you do with it. Step by step explanation for marketeers and business executives.

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Big data solutions explained for marketeers & business executives Big data solutions explained for marketeers & business executives Presentation Transcript

  • Explanation for marketeers and business executives Fried  Broekhof November  2013 1 RAM Real time Adaptive Marketing
  • Big data’s V’s Volume Sta-c  Data Exabytes  of   exis-ng  data  to   process Velocity Dynamic  Data Streaming  data,   (near) RT  response Variety Different  Data (Un-­‐)structured  data,   text,  images,  video’s VeracAty Right  Data Integrity  of  data.  Can   the  results  be  trusted? Value Valuable  Data Business  value  of   exploring  data VolaAlity:  How  long  do  you  need  to  store  this  data? Validity:  Is  the  data  correct  and  accurate  for  the  intended  usage? 2 RAM Real time Adaptive Marketing
  • Basic Principles RAM Real time Adaptive Marketing
  • It all started with ... RAM Real time Adaptive Marketing
  • It all started with ... ...a single server RAM Real time Adaptive Marketing
  • and an explosion of data to be processed ...a single server RAM Real time Adaptive Marketing
  • We needed... RAM Real time Adaptive Marketing
  • ...more computing power and more storage RAM Real time Adaptive Marketing
  • ... a distributed file system, to share storage and computing power among servers RAM Real time Adaptive Marketing
  • and... ... a framework for writing applications that processes large amounts of structured and unstructed data in paralel., in a reliable and fult-tolreant manner. Core  Hadoop  1.0 RAM Real time Adaptive Marketing
  • but... we needed more... efficient transfer of bulk data between Apache Hadoop and structured datastores, such as relational databases. Data  Services Core  Hadoop  1.0 RAM Real time Adaptive Marketing
  • but... we needed more... a distributed real-time computation system for processing fast, large streams of data Data  Services Core  Hadoop  1.0 RAM Real time Adaptive Marketing
  • ...and... a non-relational (NoSQL) database that runs on top of the Hadoop® HDFS, that provides faulttolerant storage and quick access to large quantities of sparse data. And allows users to conduct updates, inserts and deletes. Data  Services Core  Hadoop  1.0 RAM Real time Adaptive Marketing
  • ...and... a library of scalable machine-learning algorithms, implemented on top of Apache Hadoop®   and using the MapReduce paradigm. Data  Services Core  Hadoop  1.0 RAM Real time Adaptive Marketing
  • ...but also... a data warehouse infrastructure built on top of Apache™ Hadoop® for providing data summarization, ad-hoc query, and analysis of large datasets. Data  Services Core  Hadoop  1.0 RAM Real time Adaptive Marketing
  • ...and... a simple scripting language that allows users to write complex MapReduce transformations. Data  Services Pig Core  Hadoop  1.0 RAM Real time Adaptive Marketing
  • And a framework and tools... ...to manage it all... OperaAonal  Services Ambari Falcon Knox Zookeeper Oozie Data  Services Flume Accumulo HCatalog Core  Hadoop  1.0 RAM Real time Adaptive Marketing
  • Hadoop evolved to enable a broader array of interaction patterns for data stored in HDFS beyond MapReduce meet demands for fast response times and extreme throughput at petabyte scale 18 RAM Real time Adaptive Marketing
  • 1 solution doesn’t fit all 19 RAM Real time Adaptive Marketing
  • There is a lot to choose from Non-Relational Relational Analytic Dremel Drill ParAccel Operational Intersystems Progress Objectivity Versant Teradata Aster IBM InfoSphere HP Vertica Netezza Oracle EMC SAP Hana Times-Ten Greenplum SAP Sybase IQ Hadoop Horton Cloudera MapR Hadapt Zettaset Spark Oracle Document MarkLogic Lotus Notes McObject Couchbase MongoDB RavenDB DaaS MarkLogic Key Cloudant Elasticsearch Value App Engine Couchbase SimpleDB Riak Redis Big tables Graph Membrain FlockDB Voldemort Big table InfiniteGraph BerkeleyDB Hypertable Neo4j Dynamo HBase AllegroGraph Cache Accumulo Cassandra Giraph NoSQL IBM DB2 Infobright ParAcell Calpont Vectorwise SQLSVR JustOneDB MySQL Sybase ASE Ingress ProgreSQL EnterpriseDB NewSQL HandlerSocket Akiban MySQL Cluster Clustrix Drizzle GenieDB SchoonerSQL ScaleBase ScalArc Tokutek CodeFutures NimbusDB Continuent VoltDB Translattice Spanner Amazon RDS SQL Azure Database.com Xeround FanthomDB RAM Real time Adaptive Marketing
  • How about BI vendors? 21 RAM Real time Adaptive Marketing
  • BI  vs  Big  data  analyAcs BI Big  data  analy,cs Structured  &  repeatable IteraAve  &  exploraty  analysis Business  users  determine  what  to  ask,  in   advance IT  delivers  a  plaPorm  to  enable  creaAve   discovery IT  structures  data  to  answer  quesAons Business  explore  what  use  cases  should  be   confirmed Monthly  reports,  profitabilty  analysis,   customer  surveys brand  senAment,  product  strategy,   maximum  uAlizaAon,  segmentaAon Control                          vs                                Explore 22 RAM Real time Adaptive Marketing
  • What can you do with it? RAM Real time Adaptive Marketing
  • What can you do with it? RAM Real time Adaptive Marketing
  • What  opportuni-es  do  we  spot? 25 RAM Real time Adaptive Marketing
  • What hurdles? 26 RAM Real time Adaptive Marketing
  • Marketing Analytics process Maturity of Marketing Analytics within organizations Real-time adaptability RAM Real time Adaptive Marketing
  • Marketing Analytics process Maturity of Marketing Analytics within organizations Real-time adaptability RAM Real time Adaptive Marketing
  • BD/Marke-ng  analy-cs is  driving  business  transforma-on 29 RAM Real time Adaptive Marketing
  • Who’s involved? Data Platform Insights Transformation Data consultants IT Marketing/Business Business consultants RAM Real time Adaptive Marketing
  • Capturing value.... Big data Predictive and optimization models Organizational transformation ...is an Iterative process Collaborate Step by Step Test & learn RAM Real time Adaptive Marketing
  • Do’s • • • • • • Define  use  cases Ask  the  right  quesAons Be  creaAve  with  what  you  have OpAmize  spend  and  impact  across  channels Keep  reports  &  dashboards  simple Work  incremental 32 RAM Real time Adaptive Marketing
  • Cases • ROI/impact  of  markeAng  campaigns  for  FMCG – Improved  content  markeAng – Improved  engagement  (11%) – Cost  reducAon  of  markeAng  spend  (8%) • RT  analyAcs  for  RT  bidding  engine • SegmentaAon/defining  promising  b-­‐b   segments  for  a  lease  company • Opportunity  spobng  for  health  insurance   33 RAM Real time Adaptive Marketing
  • Big  Data  Lab • 5  working  days • Deliverable;  validated  use  case(s)  for  new  business   opportunity/opportuni-es • • • • Steps Explore  data Define  uses  cases Validate  uses  cases Define  steps  based  on  outcome  valida-on  of               use  cases 34 RAM Real time Adaptive Marketing
  • Big data in real life Channel specific Time-dependent Personal based on: behavior preferences conversations Centralized data Reward behavior sharing loyalty participation co-creation feed-back RAM Real time Adaptive Marketing