Understanding Big Data

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Understanding Big Data: Strategies to Re-envision Decision-Making ...

Understanding Big Data: Strategies to Re-envision Decision-Making

Amy Mayer, Vice President, Capgemini
Oracle Analytics Leader, North America

Presented at Oracle OpenWorld 2012

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  • 1. Understanding Big Data:Strategies to Re-envisionDecision-MakingAmy Mayer, Vice President, CapgeminiOracle Analytics Leader, North America
  • 2. Agenda Introduction and Session Objectives What is Big Data and Business Analytics? Market View (The Economist Intelligence Unit Survey Results) Business Opportunity Big Data Strategy Why Oracle? Why Capgemini? Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 2
  • 3. Session ObjectivesObjective 1:Learn how to optimize Big Data strategy to obtainmeaningful resultsObjective 2:Find out how your organization can react more quickly andeffectively to dataObjective 3:Improve business performance with Oracle assets for aneffective Big Data Strategy Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 3
  • 4. Capgemini Business Analytics, Big Data &Business Information Management Austria Netherlands Finland Poland France Spain Capgemini „s global reach with operations in 36 Canada Italy Germany Sweden Switzerland Norway UK countries and a focus on Business Analytics with United States over 7,000 Business Information practitioners. China Morocco Mexico India A uniquely integrated approach to Information Strategy based around the Capgemini “Intelligence Enterprise”. Brazil Australia Deep Industry sector knowledge supported by Sector Argentina Specific Business Analytical solutions. Capgemini‟s best-in-class Rightshore® capability with over 2000 Business Information experts in our Pinnacle Awards Partner of the Year 2009 and 2011 2009 & 2010 India CoE. Platinum Partner & UK Partner of the Year 2009 Global Partner A unmatched (and vendor independent) depth of technology experience. Capgemini works with all the Diamond Partner 2010, major software vendors to deliver solutions BI Specialized Partner 2011 Innovation awards appropriate to the customer‟s needs. IM Award 2009 2009 & 2010 A global business analytics practice network Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 4
  • 5. What is Big Data andBusiness Analytics? Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 5
  • 6. Big Data – What is all the fuss about? “The effective use of big data has the “We estimate that a retailer embracing big data potential to transform economies, has the potential to increase operating margin by delivering a new wave of productivity more than 60%” growth…Using big data will become a “$300m – the potential saving in US healthcare” key basis for competition…” “$250m – the potential saving in European Public Sector” McKinsey Institute – Big Data: The next frontier for innovation, competition and productivity – May 2011“Data-Driven Decision-making can explain a 5-6% increase in output and productivity, beyond whatcan be explained by traditional inputs and IT usage.” MIT – Strength in Numbers – April 2011“Survey participants estimate that, for processes where big data analytics has been applied, onaverage, they have seen a 26% improvement in performance over the past three years, and theyexpect it will improve by 41% over the next three.” & Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 6
  • 7. What is Big Data? Many PBs 25+ TBs 12+ TBs 30 billion 4.6 billion 100s of 2+ billion 76 million of data every of log data of tweet data RFID tags camera millions of people on the smart meters day every day every day today (1.3B in phones world GPS enabled Web by end in 2009… 2005) wide devices sold 2011 200m by annually 201480%Of world‟s datais unstructured Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 7
  • 8. What is Business Analytics? Business Analytics is the uses of advanced analytical techniques to find trends and predict future outcomes which are used to optimize business processes, customer interaction and manage risk and fraud. Business Analytics “Business” – it is the use of “Analytics” – it makes extensive use analytics to directly target a business of data, statistical and quantitative issue or process and as such is sold analysis, explanatory & predictive to the Business. Examples are modeling, and fact-based customer retention, increasing wallet management to drive decision share, fraud reduction… making. Big data is providing the new data sources for business analytics Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 8
  • 9. The Market View Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 9
  • 10. The Market ViewCapgemini commissioned the Economist Intelligence Unit tosurvey over 600 business leaders, across the globe and industrysector, about the use of Big Data in their organizations.Specifically looking at:  Their use of big data today and planned in the next 3 years  The advantages they have seen  The issues they have in using it 43% of participants are C-level and board executives Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 10
  • 11. The Economist Intelligence Unit Survey: (1 of 2)The Deciding Factor: Big Data and Decision Making What we found: 75% Believe their organizations to be data-driven but9 10 out of say the decisions they‟ve made in the past 3 years would have been better if they‟d had all the relevant information Survey respondents say that unstructured content is too difficult to interpret 42% 85% Say the issue is not about volume but the ability to analyse and act on the data in real time Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 11
  • 12. The Economist Intelligence Unit Survey: (2 of 2)The Deciding Factor: Big Data and Decision Making 26% is the level of performance improvement already seen from the application of big data analytics 41% is the level of performance improvement expected in the next 3 years56% cited “organization silos” in the top three impediment to effective decision making 50% cited “shortage of data analyst” 62% Dispute the proposition that most operational / tactical decisions that can be automated have been automated Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 12
  • 13. The Business Opportunity Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 13
  • 14. Business Opportunities Big data provides opportunities across the spectrum of business activity, but the prime benefits can be grouped under three headings: 1. Improving interaction with the ecosystem, particularly with customers. 2. Improving business processes. 3. Risk mitigation. Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 14
  • 15. Business Opportunity Examples Customer & Marketing AnalyticsImproving  The client required a Customer & Marketing Analytics Solution that required growth inInteraction its customer base. They were looking for a Customer and Marketing Analytics solutionwith that enable the client to implement various customer strategies – up-sell, cross-sell,Customers customer total value, next best product, etc. The solution integrated click- stream data, customer account data, social media data and channel data to enable comprehensive strategies. Manufacturing & Driving Efficiency in Production ProcessImproving  Big Data is allowing manufacturers to use real-time data from sensors to improveBusiness efficiency of the manufacturing production process (reducing waste and maximizingProcesses output) Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 15
  • 16. Case Studies 2: Public Sector • Fraud Detection – Tax Payers, Unemployment Insurance, and Benefits • Manage Security ThreatsRisk HealthcareMitigation • Detect Fraud and misuse of healthcare benefits • Reduction in performance inefficiencies and medical errors Financial Services • Risk and Fraud Management – Reductions in fraudulent transactions Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 16
  • 17. Who can benefit from Big Data analytics?1. CEO / CMO – We are using Big Data Analytics to help our clients to truly understand their customer – what they think about your products and services, how to increase your wallet share with them, how to retain them. We can help you in defining how Big Data can improve your business model or add new business opportunities2. CMO – We are using analytic to look at the effectiveness of marketing campaigns and matching that to customer profiles to reduce cost (more targeted) and increase conversion rates. Big Data is also the way to give you access to your customers through social network (trends, influences, ...)3. COO – We are helping client to improve reliability and availability of plant and equipment whilst reduce operational cost by using predictive asset maintenance COO - We are using detailed analysis of activities locations and schedules to optimise workforce, supply chains and logistics – achieving substantial performance improvements4. CFO – Understanding the value drivers, real profitability through enterprise performance analytics is changing business strategies CFO - We are helping client to optimise back-off – through revenue leakage management, working capital, expenses and controlling analysis and optimisation5. Risk Manager – Risk is a complex area, analytics (and increasing the use of big data) is helping our client to quantify and manage those risks Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 17
  • 18. Why Capgemini? Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 18
  • 19. Capgemini‟s Consultancy Services  Capgemini has a global practice network for Business Analytics and Big Data linking business consulting, industry & technology experts along with business process outsourcing teams.  We provide a range of service for our clients: • Big Data & Analytics strategy • Big Data technology advice • Proof-of-Value (prototyping of big data & analytical models) • Analytics-as-a-Service • Analytical Model build and deployment • Big Data & Analytics Process Outsourcing • Operational Support of Big Data Analytics Capgemini can help you determine the right Big Data Analytics Strategy and Technology solutions Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 19
  • 20. Big Data MethodologyWe have developed a Big Data strategy, methodology and deliverycapability to help clients take advantage of big data: Big Data Process Model New Business Model or Business Model Improvement Acquisition Marshalling Analysis Action Organization and Finding insights Changing business Big Data PoV Collection of data storing of data Predictive modelling outcomes Data Governance Development and Implementation Considerations Managing Master data, Dealing with Models that Data Data governance & Privacy & Analytics Integration integration of Integrity data quality & Security new customer Value deliver data sources data sources business value filters M2M, ERP Be sure the Data Structured, non Architecture Tool‟s choice Action injection, dialog First use first project Storing structured with suppliers... step will be a modelling, ... success ! Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 20
  • 21. Capgemini Big Data Process Model Acquisition Marshaling Analysis ActionCollection of data from Organization (and Finding Insight / Using Insights to changesources storing) of data predictive modelling business outcomes Traditional ETL but often  Large volumes / constant  Forward (prediction) rather Outputs are: real-time “constant feed than historic  Human (e.g. reports and acquisition” due to volume &  Need to consider how it will  Modelling behaviour – how analysis that people then act velocity be consumed (real-time, will customers react? When on) As data is often external – ASAP, history) and filtered is the optimum time to  Machine (more common there are issues of security appropriately replace parts…. with big data) – e.g. and trust  Format – structured, semi-  Probabilistic rather than automatic assessment of Licence for data, / privacy structured on unstructured definitive customer to adjust offer (e.g. issues for external data  Modelling – from raw form to  Text, voice and video Amazon proposed products Open Data (publicly highly structured depending analysis based on customer profile) available sources like on source and use  BPM technology / Real-time http://data.gov.uk/)  Data lifecycle: transient vs. decisioning long term storage / archival  Partners Information System Master Data Management & Data Governance Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 21
  • 22. 9 Big Data Analytics SolutionsAs new data sourcescome online theyallow us to expand Marketing Risk Social Media Analytics Analysis Analyticsthe analytical modelsto enrich the content Customer Analyticsand provide a new Social Media data Machine sensor dataholistic view of Voice data from call centres Fraudcustomers, products, Web transaction data Managementmarkets and Telco network data Smart meter databusiness operations. Business Analytics for Telco Predictive Asset Smart Enterprise Advanced maintenance Analytics Performance Planning & for Utilities Scheduling Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 22
  • 23. Capgemini Business Analytics & Big Data BUSINESS Our prime focus for big data analytics is to deliver business value through VALUE DRIVEN enhancing business processes and operations END-TO-END We bring together business and industry consulting skills with deep technical SOLUTIONS capability and BPO services to provide end-to-end solutioning INDEPENDENCE We work with all the major Information management and big data & BREADTH technologies and can provide informed independent guidance ANALYTICAL We have delivered over 200 high-end analytical solutions to clients. We know SKILLS how to use analytics effectively INFORMATION We are leaders in Business Information Management having delivered some MANAGEMNT of the largest BIM solutions globally ANALYTICS We have a portfolio of Business Analytical solutions, accelerators and tools SOLUTIONS that will speed time to value Making Business Analytics & Big Data deliver on the promise Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 23
  • 24. Capgemini – Proven Track Record “ Many vendors of predictive analytics aspire to provide business solutions though not all have Capgeminis history of consulting-led predictive analytic projects.” “Many of Capgeminis competitors - particularly other IT services vendors - claim to offer end-to- ” end capabilities in their predictive analytics services/business solutions. Capgemini really does, from both an IT and business perspective. Ovum Predictive Analytics Service Audit We helped a global medical equipment company achieve 10x improvement in customer response times from their mobile workforce - (Advance Planning & Scheduling) For a telco provider we achieved We achieved a €16m annual saving for a Utility 200% improvement in marketing company through Enterprise Performance Analytics effectiveness We achieved an $88m revenue uplift from multi-channel customer analytics – social media, mobile, web & traditional sales channels Respondents in the Capgemini / Economist Intelligence Unit survey estimated they had achieved a 26% improvement in performance from the application of big data analytics Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 24
  • 25. Why Oracle? Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 25
  • 26. Oracle Big Data Architecture: Example 1 Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 26
  • 27. Oracle Big Data Architecture: Example 2 Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 27
  • 28. Oracle Big Data Architecture: Example 3 Presentation Title | Date Copyright © Capgemini 2012. All Rights Reserved 28
  • 29. For more information:Amy Mayeramy.mayer@capgemini.com651-403-6521
  • 30. About CapgeminiWith around 120,000 people in 40 countries, Capgemini is one ofthe worlds foremost providers of consulting, technology andoutsourcing services. The Group reported 2011 global revenuesof EUR 9.7 billion.Together with its clients, Capgemini creates and deliversbusiness and technology solutions that fit their needs and drivethe results they want. A deeply multicultural organization,Capgemini has developed its own way of working, theCollaborative Business Experience™, and draws on Rightshore®,its worldwide delivery model. www.capgemini.com The information contained in this presentation is proprietary. © 2012 Capgemini. All rights reserved. Rightshore® is a trademark belonging to Capgemini.