Vivaldi Partners Group Morning SummitFrankfurt, 5. Juni 2013Andreas GeisslerGeschäftsführerTeradata GmbHSURVIVAL OF THE FI...
Do More With Your(BIG) Data
Teradata - leading in analyticsBig DataAnalyticsDataWarehousingMarketing &AnalyticalApplicationsWorkload-specific DWPlatfo...
Teradata’s Mission..Build a parallel DBMStechnology that supportslarge-scale data integrationand that scales in multipledi...
Information is the new oil…We are used to the idea ofdeploying new technologyto improve productivityand efficiency... But ...
Data, Data, Everywhere.....
“Big” Data ????"Big Data is a term applied todata sets whose size is beyondthe ability of commonly usedsoftware tools to c...
"The number oftransistorsincorporated in achip willapproximatelydouble every 24months.“Gordon MooreMoore’s Law
“The iPad 2 couldhave stayed on thelist of the world’sfastest super-computers through1994” – fasterthan a Cray 2.“Piotr Lu...
Digital Technologies will evolve tobecome..FasterSmallerCheaper Complex
More devices generating more data…“Mobile devices in Americaare generating something like600 billion geo-spatiallytagged t...
Beispiel: BostonStreetbumps
What if you had anearly warningsystem that couldestablish that vehiclesystems were failingwhen only 500 carshad rolled off...
14 6/6/2013Dirk RadetzkiBereichsleiter FinanceUsage of vehicle dataMore than 62 controllers can be used in the current E-C...
Do More With Your Data..What if engine #1could tell you that itneeded preventativemaintenance - whilstflight 46 was still ...
16 6/6/2013Dirk RadetzkiBereichsleiter FinanceFlight Data# sensors737 747-400 747-8 A380ca 1.000> 130.000> 200.000
This will be like applying X-Ray to yourbusiness..
Sensors Everywhere…“Your socks, shoes,glasses and even yourgarbage can will havesensors inside designed tohelp you managee...
19 6/6/2013Dirk RadetzkiBereichsleiter FinanceParadigm :Sensorconomy -there is a profoundchange before us -we become a dat...
20 6/6/2013Dirk RadetzkiBereichsleiter FinanceBody Area Network
21 6/6/2013Dirk RadetzkiBereichsleiter FinanceWhat if……you are able to charge you insuranceprime based on driving behavior...
Retail: RFID Tagging Of Products• Arrival Date in store/DC• Shipment ID/Handler• Days on Shelf (Back/Front)• Expiration Da...
From Physical to Digital
“People think we gotbig by putting bigstores in smalltowns. Really we gotbig by replacinginventory withinformation.”Sam Wa...
Customer Interaction..Demography:• Age• Gender• Income• ResidenceValue• Recency• Frequency• Spend• ProfitSocio Demography•...
From Monologue To Conversation
From Monologue To Conversation
Customers today havemobile devices and theyhave at any time onlineinformation from theInternet and areconnected via social...
29 6/6/2013Dirk RadetzkiBereichsleiter FinanceUnderstand customer journeys though data analytics•Conversion rate optimisat...
Data Driven RetailingConnect andUnderstandDevelop a FullPerspective ofthe CustomerAnalyze andDiscoverGain MeaningfulCustom...
…you couldmanage all youdata in one placeand allow usersto answer anyquestion at anytime?eBay uses Teradata to change a bu...
Do More With Your Data..EBay’s 5,000 datawarehouse users turn over1TB of data every8 seconds to understandhow buyers and s...
Apple – Genius..
34 6/6/2013Dirk RadetzkiBereichsleiter Finance…you wanted to understand everything thatwas happening in your cloud?Apple u...
35 6/6/2013Dirk RadetzkiBereichsleiter Finance… you couldunderstand if anew job role isrelevant for yourcareer before youd...
Future state..“The Future BelongsTo The CompaniesThat Turn Data IntoProducts…”Mike Loukides (O’Reilly Reports)?
We are at the end of an era“There was 5 exabytesof information createdbetween the dawn ofcivilization through2003, but tha...
38 6/6/2013Dirk RadetzkiBereichsleiter FinanceBI today
39 6/6/2013Dirk RadetzkiBereichsleiter FinanceBI of tomorrow… ? „Consumerization of BI“ 1 : 1 Analytics ? Management by...
40 6/6/2013Dirk RadetzkiBereichsleiter FinanceSo what does all this mean for us?
41 6/6/2013Dirk RadetzkiBereichsleiter Finance"Digital data willflood the planet— and help usunderstand itbetter.“”Drownin...
Centralized Arcitecture will win..QualityCostControlComplianceFlexibilityPrivacyData ReplicationData MartsODS“Enterp...
Teradata’s Analytical FrameworkAcquire (data)• Connect data from across the Enterprise• Build a 360oView of the customer a...
You are the data generators...
45 6/6/2013Dirk RadetzkiBereichsleiter FinanceFor more informationAndreas GeisslerFon +49-1728238290 andreas.geissler@tera...
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Survival of the Fittest in Marketing, Innovation, Branding & Business Strategy

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Andreas Geissler of Teradata presented at the Vivaldi Digital Summit on "Digital Darwinism" on June 5, 2013 in Frankfurt.

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Survival of the Fittest in Marketing, Innovation, Branding & Business Strategy

  1. 1. Vivaldi Partners Group Morning SummitFrankfurt, 5. Juni 2013Andreas GeisslerGeschäftsführerTeradata GmbHSURVIVAL OF THE FITTEST INMARKETING, INNOVATION,BRANDING & BUSINESSSTRATEGY
  2. 2. Do More With Your(BIG) Data
  3. 3. Teradata - leading in analyticsBig DataAnalyticsDataWarehousingMarketing &AnalyticalApplicationsWorkload-specific DWPlatform Family &Multi-Systems ManagementSaaS/CloudConsulting& SupportServicesDeliverindustry-leading DWanalytic datainfrastructureDrive adoptionof Big DataAnalytics intomainstreammarketLead IntegratedMarketingManagement andbeyond
  4. 4. Teradata’s Mission..Build a parallel DBMStechnology that supportslarge-scale data integrationand that scales in multipledimensions so that technologynever gets in the way ofbusiness ambition.The Magic Quadrant is copyrighted 23 December 2008 by Gartner, Inc. andis reused with permission. The Magic Quadrant is a graphicalrepresentation of a marketplace at and for a specific time period. It depictsGartners analysis of how certain vendors measure gainst criteria for thatmarketplace, as defined by Gartner. Gartner does not endorse any vendor,product or service depicted in the Magic Quadrant, and does not advisetechnology users to select only those vendors placed in the "Leaders”quadrant. The Magic Quadrant is intended solely as a research tool, and isnot meant to be a specific guide to action. Gartner disclaims all warranties,express or implied, with respect to this research, including any warrantiesof merchantability or fitness for a particular purpose.We want to enableYou To Focus onyour business whilewe focus on thedata management
  5. 5. Information is the new oil…We are used to the idea ofdeploying new technologyto improve productivityand efficiency... But dataare no longer merely theby-product of processimprovement, they arebecoming the rawmaterial of business.Capital LabourAnalytics
  6. 6. Data, Data, Everywhere.....
  7. 7. “Big” Data ????"Big Data is a term applied todata sets whose size is beyondthe ability of commonly usedsoftware tools to capture,manage, and process the datawithin a tolerable elapsed time.Big data sizes are a constantlymoving target currently rangingfrom a few dozen terabytes toseveral petabytes of data in asingle data set.“Big Data: The Next Frontier For Innovation, Competition And Productivity”McKinsey Global Institute May 2011
  8. 8. "The number oftransistorsincorporated in achip willapproximatelydouble every 24months.“Gordon MooreMoore’s Law
  9. 9. “The iPad 2 couldhave stayed on thelist of the world’sfastest super-computers through1994” – fasterthan a Cray 2.“Piotr Luszczek, Research DirectorUniversity of Tennessee2012 IEEE HPEC ConferenceThe Net Result…
  10. 10. Digital Technologies will evolve tobecome..FasterSmallerCheaper Complex
  11. 11. More devices generating more data…“Mobile devices in Americaare generating something like600 billion geo-spatiallytagged transactions per day.Every call, text message,email and data transferhandled by your mobiledevice creates a transactionwith your space-timecoordinate .“Jeff Jonas – ”Your Movements Speak for ThemSelves”Smart Data Collective , March 8 2010
  12. 12. Beispiel: BostonStreetbumps
  13. 13. What if you had anearly warningsystem that couldestablish that vehiclesystems were failingwhen only 500 carshad rolled off theline, not 50,000?Do More With Your Data..
  14. 14. 14 6/6/2013Dirk RadetzkiBereichsleiter FinanceUsage of vehicle dataMore than 62 controllers can be used in the current E-ClassQuelle: Volker Wilhelmi, Leiter Elektrik/Elektronik-Architektur, Mercedes-Benz (2012)
  15. 15. Do More With Your Data..What if engine #1could tell you that itneeded preventativemaintenance - whilstflight 46 was still overthe Atlantic?
  16. 16. 16 6/6/2013Dirk RadetzkiBereichsleiter FinanceFlight Data# sensors737 747-400 747-8 A380ca 1.000> 130.000> 200.000
  17. 17. This will be like applying X-Ray to yourbusiness..
  18. 18. Sensors Everywhere…“Your socks, shoes,glasses and even yourgarbage can will havesensors inside designed tohelp you manageeverything from youreffects on theenvironment to yourhealth..“Benedetto Vigna, General Manager, MEMS division of STMicroelectronics“The Sensors Are Coming” - New York Times Feb 14th 2010
  19. 19. 19 6/6/2013Dirk RadetzkiBereichsleiter FinanceParadigm :Sensorconomy -there is a profoundchange before us -we become a datadriven societySituationHealthcareMonitoring„NewBanking“Machine toMachineTelematikInternet ofThingsCloudComputing
  20. 20. 20 6/6/2013Dirk RadetzkiBereichsleiter FinanceBody Area Network
  21. 21. 21 6/6/2013Dirk RadetzkiBereichsleiter FinanceWhat if……you are able to charge you insuranceprime based on driving behavior?Business Challenge• Identify aggressive drivingbehaviors in time series data• Create expanded risksegmentation to matchdriving patterns with pricingand vehicle type• Provide customers with riskmessaging to improve drivingbehaviorJH4NA1157MTOO1832||08:01:00 120711||6373||33.1||-0.008 -0.002…1FALP62W4WH128703||8:01:00 120711||14378||13.0||-0.003 +0.130…1G1FP22PXS21-00001||08:01:00 120711||6531||45.8||0.02-0.003||…JH4NA1157MTOO1832||8:01:10 1208011||98323||81.5||+0.21 +0.033…1FALP62W4WH128703||8:01:10 1208011||176323||61.0||+0.17 -0.002…1G1FP22PXS2100001||8:01:10 120811||15643||22.4||-0.09 -0.001…WVWAF93D058000675||8:01:10 120811||3738||45.3||+0.34 -0.111…WVGBC77L34D064567||8:01:10 120811||2345||22.4||-0.10 -0.01…TRUWT28N411036790||8:01:10 120811||6764||85.0||+0.40 +0.12…JH4KB2F56BC000000||8:01:10 120811||12345||43.1||-0.23 – 0.10…1G4GA5EC7BF000000||8:01:10 120811||65432||22.4||+0.23 +0.13…1G6DA5EY3B000000||8:01:10 120811||100322||10.1||+0.10 -0.32……
  22. 22. Retail: RFID Tagging Of Products• Arrival Date in store/DC• Shipment ID/Handler• Days on Shelf (Back/Front)• Expiration Date• No of ”moves”• Traceability• Origin & History• Theft Prevention
  23. 23. From Physical to Digital
  24. 24. “People think we gotbig by putting bigstores in smalltowns. Really we gotbig by replacinginventory withinformation.”Sam Walton (1918-1992)Founder of Waæ*Mart StoresThis has profound implications..
  25. 25. Customer Interaction..Demography:• Age• Gender• Income• ResidenceValue• Recency• Frequency• Spend• ProfitSocio Demography• Lifestyle• Interests• SociologicalAttitudes• Price• Features• Brands• CategoriesPages loadedMedia playerinteraction• File• Start & end• PauseSession time &durationDevice usedInternal searchtermsRecency &frequencyClick’ events incl:• Alt Text• X,Y Co-ordinates• Position in the DOMBrowsing behaviourFiles & productsviewedErrors receivedIP address(Location)Drop-downbox selectionsRadio buttonselectionsText ChangesLoginSearchesOrder quantitiesCall center queriesText Change’ incl:• Field Name• Field ID• Form Name• X,Y Co-ordinatesClicks on linkswithin the pageMouse Hovers over links• Duration• Movement• PositionPages loadedAbandonedbasketsNext URLReferring URL &search terms
  26. 26. From Monologue To Conversation
  27. 27. From Monologue To Conversation
  28. 28. Customers today havemobile devices and theyhave at any time onlineinformation from theInternet and areconnected via socialnetworks.This happens at home, inthe office, on the streetor in a shop - a buyingaction can be doneanywhere, anytime.Source: IDC, World wide Retail Industry 2013 Top 10 predictionsWhere and when do customers buy?
  29. 29. 29 6/6/2013Dirk RadetzkiBereichsleiter FinanceUnderstand customer journeys though data analytics•Conversion rate optimisation- what are the most frequent pathsto purchase and where are thepotential problems.• Inform promotions and drivesales- which products are purchase driversand purchase breakers?• Optimise budget– how important are my channels indriving sales?• Churn prevention– identify patterns and take action
  30. 30. Data Driven RetailingConnect andUnderstandDevelop a FullPerspective ofthe CustomerAnalyze andDiscoverGain MeaningfulCustomerInsightsAct andOptimizeSegmentcustomersusinganalytics;operationalizethe marketingprocessExecute andDeliverEngage withRelevantMessages insomeinstances inReal Time
  31. 31. …you couldmanage all youdata in one placeand allow usersto answer anyquestion at anytime?eBay uses Teradata to change a business model foreverWhat if…
  32. 32. Do More With Your Data..EBay’s 5,000 datawarehouse users turn over1TB of data every8 seconds to understandhow buyers and sellersare interacting and tocontinuously customizeand personalize itsweb-site…
  33. 33. Apple – Genius..
  34. 34. 34 6/6/2013Dirk RadetzkiBereichsleiter Finance…you wanted to understand everything thatwas happening in your cloud?Apple uses Teradata to power the iCloudWhat if…
  35. 35. 35 6/6/2013Dirk RadetzkiBereichsleiter Finance… you couldunderstand if anew job role isrelevant for yourcareer before youdecide for the job…LinkedIn uses Teradata Aster to drive Product InnovationsWhat if…
  36. 36. Future state..“The Future BelongsTo The CompaniesThat Turn Data IntoProducts…”Mike Loukides (O’Reilly Reports)?
  37. 37. We are at the end of an era“There was 5 exabytesof information createdbetween the dawn ofcivilization through2003, but that muchinformation is nowcreated every 2 days,and the pace isincreasing…”Eric Schmidt, Google CEO,Technomy Confab 201001.0002.0003.0004.0005.0006.0007.0008.0009.00010.00011.00012.00013.00014.00020002001200220032004200520062007200820092010201120122013201420152016Adapted from IDC 2009Terabyte Age(Transactions)Petabyte Age(Interactions)Zetabyte Age(Sensor Data)
  38. 38. 38 6/6/2013Dirk RadetzkiBereichsleiter FinanceBI today
  39. 39. 39 6/6/2013Dirk RadetzkiBereichsleiter FinanceBI of tomorrow… ? „Consumerization of BI“ 1 : 1 Analytics ? Management by Exception stattManagement by Objectives ?
  40. 40. 40 6/6/2013Dirk RadetzkiBereichsleiter FinanceSo what does all this mean for us?
  41. 41. 41 6/6/2013Dirk RadetzkiBereichsleiter Finance"Digital data willflood the planet— and help usunderstand itbetter.“”Drowning In Numbers”,Economist, Nov 18, 2011
  42. 42. Centralized Arcitecture will win..QualityCostControlComplianceFlexibilityPrivacyData ReplicationData MartsODS“Enterprise” DataWarehouseTransactional DataETLDecision UsersTransactional UsersEvent-driven/Closed LoopDataMinersReportingOLAPUsersTacticalUsersStrategicUsersCUST OMERCUST OMER NUMBERCUST OMER NAMECUST OMER CITYCUST OMER POSTCUST OMER STCUST OMER ADDRCUST OMER PHONECUST OMER FAXORDERORDER NUMBERORDER DATESTAT USORDER IT EM BACKORDEREDQUANT IT YITEMITEMNUMBERQUANT IT YDESCRIPT IONORDER IT EM SHIPPEDQUANT IT YSHIP DAT ESALESPERIOD KEYPRODUCT KEYCUSTOMER KEYMARKET KEYDOLLARSUNITSPERIODPERIOD KEYDATEDAYMONTHYEARQUARTERTRIMESTERCUSTOMERCUSTOMER KEYCUSTOMER NAMECUSTOMER CITYCUSTOMER POSTCUSTOMER STCUSTOMER ADDRCUSTOMER PHONECUSTOMER FAXPRODUCTPRODUCT KEYPRODUCT NAMEDISTRIBUTORPRODUCT DESCRIPTIONPRODUCT HEIGHTPRODUCT WIDTHPRODUCT DEPTHPRODUCT WEIGHTMARKETMARKET KEYCITYSTATEZIPZIP4DISTRICTREGIONCOUNTRYOptionalETL HubOptionalELTLogical(Views) ApplicationDimensionalCo-LocatedDependent DMOptionalOptional
  43. 43. Teradata’s Analytical FrameworkAcquire (data)• Connect data from across the Enterprise• Build a 360oView of the customer and their interactions• Gather feedback of outcomes from previous decisions and actionsAnalyse (data)• Gain Insight from data through analytics• Identify customer needs• Optimise future decisions based on insightand feedbackAct (on insight)• Deliver relevant cross channel dialogue thatdrives value for the customer and the business• Enable excellent customer service/experience• Performance manage for value
  44. 44. You are the data generators...
  45. 45. 45 6/6/2013Dirk RadetzkiBereichsleiter FinanceFor more informationAndreas GeisslerFon +49-1728238290 andreas.geissler@teradata.comor25. Juni Teradata User Group @ Metro / Düsseldorf

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