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© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
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BI Innovation Summit_Stetzler_2014_11_12

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BI Innovation Summit_Stetzler_2014_11_12

  1. 1. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. EDW – A Dying Breed? In an Age of Big Data what is the role of traditional BI? Business Intelligence Innovation Summit, Chicago Eric Stetzler, YP November 12, 2014
  2. 2. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Overview • This is a story of transformation. • Transformation of YP as a company. • Transformation of our data systems. • Evolution of BI as we transition to a “big data” environment. • Lessons learned and insights from our journey. 2
  3. 3. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. COMPANY TRANSFORMATION 3
  4. 4. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. YP started over 100 years ago as a publisher of print yellow pages. 4 • Mission: Help local businesses and communities grow • Revenue $2 Billion + • 5,500 + employees • 2,000 + local sales reps • 50 state footprint • Spun out of AT&T several years ago We are in the middle of a profound transformation …. In 2015 YP’s digital revenue will surpass print for the first time.
  5. 5. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. The Biggest Internet Company Nobody’s Ever Heard Of. 5 • Digital ad revenue $1 Billion + • 80M monthly visitors on web and mobile • YP.com is a top 30 web site in US • 3rd largest in mobile ad revenue • One of the largest Google Ad Words resellers Our business generates a high volume of data, which required a transformation in data technologies. Online Advertising Mobile Advertising
  6. 6. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. DATA SYSTEMS TRANSFORMATION 6
  7. 7. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Org Perspective – Where I fit In 7 Data Services Technology BI Product Management Business Analytics Finance Business Analytics & BI • Lead a BI Prod. Mgmt. team • Only team that uses the BI name • Focus on requirements • Not a technologist • Led EDW team for several years • Customer perspective • Not a presentation about technologies
  8. 8. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Data technology transformation parallels corporate evolution in three phases. 8 Reporting centric EDW centric Data Hub centric Business Objects ReportingGridEDW Ingenio AT&T Interactive YP Distributed Data Processing (Clickstream data) Data Hub (All data) 1 2 3 Domo IBI Cubes SQL Marts SQL Server Vertica Vertica Hadoop + Hadoop +
  9. 9. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. By the numbers 9 Records Processed Per Day* 2-3 Billion Volume Processed Per Day 2-3 TB Total Data Size 120 TB Nodes - Production 40 Nodes - All Environments 200 + Vertica Hadoop * Searches, Impressions, Clicks … 4-5 Billion 5 + TB 3.5 PB 150 300 +
  10. 10. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Fully Realized Data Hub 10 • LWES • Hadoop • HBase / APIs • Map Reduce • Pig / Hive • Impala • Operational systems • Programmatic access • SAS / R • Interactive tools 100 + Data Sources The Data Hub centralizes ETL for all data sources. EDW is one of many “clients” of the Data Hub. Other Clients EDW (Vertica) Data Hub Reporting Semantic Layer (BO/IBI)
  11. 11. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Semantic layers are a key enabler of our Enterprise BI strategy. 11 Business Objects Universe • Formalize business logic • Designed for usability • Self-service • Controlled namespace • Data dictionary • Enable unlimited reports Benefits
  12. 12. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. TWO MODELS OF DATA USAGE 12
  13. 13. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Our Data Hub strategy enables two distinct models of data usage. 13 Domain-SpecificEnterprise • Standardization of key corporate metrics or “outcomes” • Capabilities: general-purpose base data for broad usage • Pervasive use of data throughout the organization • Applying data to specific business or technology challenges 1 2 • Cross-functional • Holistic view of business • Centralized, structured • Task or department specific • Distributed, decentralized • Evolves organically GovernanceDefinitionData/Org • Aligned with traditional BI • Powered by EDW • Aligned with Data Hub • Proliferation of data sources
  14. 14. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Two models of data usage - characteristics 14 • Data quality • Precision / accuracy • Consistency / Robustness Domain-Specific • Speed !!! • Directionally correct • Discovery / Experimentation Enterprise Drivers 21 • Data Scientists • Technical analysts • Operational Systems • Executives / BOD • Business Managers • Business Analysts Users The Domain-Specific model will proliferate rapidly. What are the implications for Enterprise BI? Vector • Evolving • Accelerating
  15. 15. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. IMPLICATIONS FOR ENTERPRISE BI CHALLENGES & OPPORTUNITIES 15
  16. 16. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. A Data Hub Strategy Creates Opportunities for the Enterprise Model. 16 Accelerates EDW Build-Out. Promotes EDW Data Quality via ETL Centralization & Specialization. Enables a positive feedback loop between the two models of data usage. 1 2 3
  17. 17. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. New Dimension Examples of positive feedback loop. 17 Domain-SpecificEnterprise1 2 Revenue, Canceled Customers • Evaluate effectiveness of retention programs • Segment customers by propensity to churn Retention Analysis Value Management Data Inputs Customer Segmentation • Model if advertisers are getting good value • Develop targets for click and call delivery Revenue Clicks Calls Customer Value Buckets New Dimension Data Inputs
  18. 18. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. A Data Hub Strategy also Creates Challenges for the Enterprise Model. 18 • EDW is one of many clients of Data Hub • Tradeoff investment in EDW vs Data Hub Competition for Dev Resources • Using non-standard inputs or outputs in models. • Wrong conclusions, “shooting from the hip” • Gaming the system Risk of Increased Data Chaos or Going Rogue 1 2 There can be tension in an organization between the two models of data usage, which has to be actively managed.
  19. 19. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Examples of tension between the two models of data usage. 19 Domain-SpecificEnterprise1 2 Wanted to change the definition of churn to make retention programs look better Retention AnalysisLeadGen Revenue New Advertisers Focused on metrics liked leads delivered versus ultimate “outcomes” Advertiser Churn BI needs to play a key role in mitigating these tensions.
  20. 20. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Summary • A Data Hub strategy creates both opportunities and challenges for your Enterprise BI strategy. • BI needs to actively promote alignment between the two models of data usage we reviewed. • The traditional BI function becomes even more critical in an environment of increased data chaos and potential to “go rogue”. • It is critical for BI to have a comprehensive, long-term vision to navigate this changing landscape. 20
  21. 21. © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. THANK YOU! 21 Eric Stetzler Executive Director, Analytics & BI Product Management estetzler@yp.com 415-248-4090

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