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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
Strea...
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...
but... we needed more...

efficient transfer of bulk data between
Apache Hadoop and structured datastores,
such as relatio...
but... we needed more...

a distributed real-time computation system
for processing fast, large streams of data

Data	
  S...
...and...
a non-relational (NoSQL) database that runs on
top of the Hadoop® HDFS, that provides faulttolerant storage and ...
...and...

a library of scalable machine-learning
algorithms, implemented on top of Apache Hadoop®  
and using the MapRedu...
...but also...

a data warehouse infrastructure built on top of
Apache™ Hadoop® for providing data summarization,
ad-hoc q...
...and...

a simple scripting language that allows users to
write complex MapReduce transformations.

Data	
  Services
Pig...
And a framework and tools...
...to manage it all...

OperaAonal	
  Services
Ambari

Falcon

Knox
Zookeeper

Oozie

Data	
 ...
Hadoop evolved to

enable a broader array of interaction patterns
for data stored in HDFS beyond MapReduce
meet demands fo...
1 solution doesn’t fit all

19
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Real time Adaptive Marketing
There is a lot to choose from

Non-Relational

Relational

Analytic
Dremel
Drill
ParAccel

Operational
Intersystems
Progre...
How about BI vendors?

21
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Real time Adaptive Marketing
BI	
  vs	
  Big	
  data	
  analyAcs
BI

Big	
  data	
  analy,cs

Structured	
  &	
  repeatable

IteraAve	
  &	
  exploraty...
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
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Real time Adaptive Marketing
What hurdles?

26
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Real time Adaptive Marketing
Marketing Analytics process

Maturity of Marketing Analytics within organizations

Real-time adaptability

RAM

Real time ...
Marketing Analytics process

Maturity of Marketing Analytics within organizations

Real-time adaptability

RAM

Real time ...
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
...
Capturing value....

Big data

Predictive and
optimization models
Organizational
transformation

...is an Iterative proces...
Do’s
•
•
•
•
•
•

Define	
  use	
  cases
Ask	
  the	
  right	
  quesAons
Be	
  creaAve	
  with	
  what	
  you	
  have
OpAmi...
Cases
• ROI/impact	
  of	
  markeAng	
  campaigns	
  for	
  FMCG
– Improved	
  content	
  markeAng
– Improved	
  engagemen...
Big	
  Data	
  Lab
• 5	
  working	
  days
• Deliverable;	
  validated	
  use	
  case(s)	
  for	
  new	
  business	
  
oppo...
Big data in real life

Channel specific
Time-dependent
Personal
based on:
behavior
preferences
conversations
Centralized d...
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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 executives.

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Transcript of "Big data solutions explained for marketeers & business executives"

  1. 1. Explanation for marketeers and business executives Fried  Broekhof November  2013 1 RAM Real time Adaptive Marketing
  2. 2. 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
  3. 3. Basic Principles RAM Real time Adaptive Marketing
  4. 4. It all started with ... RAM Real time Adaptive Marketing
  5. 5. It all started with ... ...a single server RAM Real time Adaptive Marketing
  6. 6. and an explosion of data to be processed ...a single server RAM Real time Adaptive Marketing
  7. 7. We needed... RAM Real time Adaptive Marketing
  8. 8. ...more computing power and more storage RAM Real time Adaptive Marketing
  9. 9. ... a distributed file system, to share storage and computing power among servers RAM Real time Adaptive Marketing
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. ...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
  14. 14. ...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
  15. 15. ...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
  16. 16. ...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
  17. 17. 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
  18. 18. 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
  19. 19. 1 solution doesn’t fit all 19 RAM Real time Adaptive Marketing
  20. 20. 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
  21. 21. How about BI vendors? 21 RAM Real time Adaptive Marketing
  22. 22. 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
  23. 23. What can you do with it? RAM Real time Adaptive Marketing
  24. 24. What can you do with it? RAM Real time Adaptive Marketing
  25. 25. What  opportuni-es  do  we  spot? 25 RAM Real time Adaptive Marketing
  26. 26. What hurdles? 26 RAM Real time Adaptive Marketing
  27. 27. Marketing Analytics process Maturity of Marketing Analytics within organizations Real-time adaptability RAM Real time Adaptive Marketing
  28. 28. Marketing Analytics process Maturity of Marketing Analytics within organizations Real-time adaptability RAM Real time Adaptive Marketing
  29. 29. BD/Marke-ng  analy-cs is  driving  business  transforma-on 29 RAM Real time Adaptive Marketing
  30. 30. Who’s involved? Data Platform Insights Transformation Data consultants IT Marketing/Business Business consultants RAM Real time Adaptive Marketing
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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

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