Best Practices for Managing and Sharing Data in a Connected World

© Cloudera, Inc. All rights reserved.
BEST PRACTICES FOR MANAGING AND SHARING
DATA IN A CONNECTED WORLD
Sanjay Kumar
General Manager, Telecommunications & Media, Cloudera
Michael Ger
General Manager, Manufacturing & Automotive, Cloudera
March 21st, 2019

© Cloudera, Inc. All rights reserved. 2© Cloudera, Inc. All rights reserved.
AGENDA
Connected World
Connected Communities
Data-Driven Business Models
Establishing Trust
Architecture for Success
Q & A

Connected Vehicle Data
10X by
2020*
Annual Connected Vehicle Data
to Grow Almost 10X By 2020*
* Source: Cowen and Company, Gartner
DATA EXPLOSION
And Autonomous Vehicles Will
Increase this by a further 25X**
Autonomous Vehicle Data
** Source: Cowen and Company, Datameer
TERABYTES
per vehicle,
per day

THE TRILLION DOLLAR QUESTION
How to Monetize the Connected Vehicle?
Sources of Future Growth (McKinsey)
67% Growth
45% Growth
• Lower Margin
• Capital Intensive
New Connected Services:
A $1.5 Trillion Opportunity
4900% Growth
• Higher Margin
• Less Capital Intensive

• Evolving to Cross-Industry Connected Ecosystems
• Powered by Connected Communities
DATA IS TRANSFORMING INDUSTRIES

CONNECTED VEHICLE IS LEADING THE TRANSFORMATION
Monetizing the Connected Vehicle
Insurance
Retailers
Cities
Dynamic transportation &
infrastructure mgt. and
establishing merchant
community hub
Data-driven policy
decision-making without
data liability
Dynamic interactions
with close proximity
target audiences
Home
& Work
Improve consumer quality
of life via car/home/work
integration (i.e. security,
climate, home supply mgt.)
Dealer
Service
Energy
Real-time grid capacity
management based on
vehicle movements
Real-time service for
lifetime relationship with
Customer
Cars
Telco

Multi-Party
• Across Value Chains
‐ Suppliers, OEMS, Consumers
• Across Lines of Business
• Across Geographies
Connected By Data
• Public and Private
• Historic and Real-Time
• Cloud and On-Premise
Membership By Need
• Business Insight Communities
• Commerce Communities
• Supply Chain Communities
• Etc.
“A group of parties that come together to share data responsibly
for value- driven insights for each party”
WHAT IS A CONNECTED COMMUNITY?

WHAT AN AUTOMOTIVE CONNECTED COMMUNITY CAN LOOK LIKE
ASK
QUESTIONS
DELIVER
INSIGHTS
End-Users
Secured views of
data and insights
Connected
Cars & Devices SuppliersOEMs
Data
Providers
•Control who can
see what data
•Control what
data can be
combined
CitiesInsurance Homes EnergyRetailers
Dealers
Researchers Government Gas Stations

Monetization of
Data
Connected Car: New revenues by monetized
customer profile and location data
Smart City: New revenues by monetized
customer profile and location data
Real-Time Operational
Models
Connected Car: Cost savings from predictive
maintenance
Smart City: Cost savings from predictive
maintenance
New Models for
Commerce and Trade
Connected Car: New revenue from location-
aware E-commerce
Smart City: New revenue from location-aware
E-commerce
Supply Chain
Data Exchange
Connected Supply Chain: Improves supply chain
efficiencies through sharing of real-time and
historical data
OPPORTUNITIES TO CREATE BUSINESS VALUE ACROSS
CONNECTED COMMUNITIES

MONETIZATION OF DATA
Combining Customer Profile and Locations
Insight as
a Service
ASK QUESTION
DELIVER INSIGHT
Insights to driver, consumer
and resident demographics
for target marketing
INSIGHTS PROVIDED
Demographics of drivers close
to retail locations for target
marketing
Citizens demographic
movement patterns for auto,
life and corporate insurance
Retailers
Automotive
OEM
Insurance
Provider
Smart City
Community
Per City
NewYork
Chicago
SanFrancisco
Smart City
Consumer
Registration
Consumer
”Opt-In”

REAL-TIME OPERATIONAL MODELS
Cost Savings from Predictive Maintenance
Insight as
a Service
Connected Car
Community
Per Country
Germany
UnitedStates
China
ASK QUESTION
DELIVER INSIGHT
Fleet failure predictions and
maintenance alerts for just-
in -time servicing
INSIGHTS PROVIDED
Connected Cars
Maintain just-in-time
inventory levels in
distribution centers based on
real-time maintenance needs
Fleet
Operators
Car Dealers
Vehicle telematics alerts to
dealers for real-time dynamic
servicing
Suppliers

NEW MODELS FOR COMMERCE AND TRADE
Location-Based Commerce
Data
Exchange
Connected Car
Community
Per Country
Germany
UnitedStates
China
Vehicle patterns in local
marketplace for target
marketing & promotions
INSIGHTS PROVIDED
Connected Cars
In-car bidding among close
proximity gasoline stations,
automated payment upon
receipt
In car e-purchasing
experience of goods for
pickup at retailer drive-thru
Consumer
”Opt-In”
Retailers
Gas Stations
Smart Cities

CONNECTED SUPPLY CHAINS
Reduce Costs via Sharing of Real-Time and Historical Supply Chain Data
Insight as
a Service
Connected
Supply Chains
Per Country
Germany
UnitedStates
China
ASK QUESTION
DELIVER INSIGHT
Supplier shipment and
capacity information to
optimize production levels
INSIGHTS PROVIDED
OEM production and demand
information to minimize
disruptions and inventory
Connected Trucks
Connected
Inventory
Suppliers
Auto OEM

COMMUNITY DATA VALUE
Increases with Data Participants and Volume
LOWEST VALUE
Community Data Volume
HIGHEST VALUE
Learning
• Many Community Participants
• Large Community Data Volume
Contextual Understanding
MID-LEVEL VALUE
• Limited Community Participants
Learning
• Limited Community Data Volume
Learning
MID-LEVEL VALUE
Learning
#Community
Participants

COMMUNITY DATA VALUE
Value Curves Vary By Connected Communities
LOWEST VALUE
Community Data Volume
HIGHEST VALUE
Learning
MID-LEVEL VALUE
Learning
Learning
MID-LEVEL VALUE
Learning
#Community
Participants

Insight/Benefit Provided
EXAMPLE: VEHICLE COLLISION AND REPAIR CYCLE
OEM
City
Data Provided
• Vehicle position
• Airbag deployment status
• Recent vehicle speed
OEM
City
End-Users
Secured views of
data and insights
ASK QUESTION
DELIVER INSIGHT
Data Providers
• Control who can see
what data
• Control what data can
be combined
• Emergency dispatch
information
Body
Shop
Body
Shop
• Repair quote
• Repair service opportunity
• Participation in Autobody
Exchange
• Leverage historical data for
quoting, inventory mgt.
• Repair part opportunity
• Data monetization across
ecosystem
• Awareness of accidents and
high-danger locations
• Safer cities
• Cost-effective execution
Insurance Insurance• Authorization for repair • Awareness of accident
• At-risk drivers
• More accurate risk profiles
• Fraud avoidance
• Competition-based repair

AGGREGATED DATA FOR MACHINE LEARNING AND AI INSIGHTS
• Events per location, demographic,
vehicle type, etc.
• Performance versus other cities?
City
• Accident analysis by location, site
condition, safety outcomes
• Performance vs. other OEMs
OEM
• Accident insights per location,
vehicle, vehicle type
• At-risk drivers, more accurate risk
profiles
• Fraud avoidance
Insurance
• Historical insights for quoting,
inventory and staffing mgt.
Body
Shop
Multiple Vehicle
Event Lifecycles
Multiple Vehicle
Event Lifecycles

EXTENDED ECOSYSTEM FOR MACHINE LEARNING AND AI INSIGHTS
Multiple Vehicle
Event Lifecycles
Multiple Vehicle
Event Lifecycles
• Data driving policies and
investments in infrastructure,
education, PR, benefits and
compensation
State &
Federal
Govts.
• Location, season and accident type
specific product and service offers
Commerce
• Staff scheduling and resource
planning, other hospital
treatments and outcomes
Hospitals
• Accident statistics (accidents
probability per location type, car
type, time of day, consumer
demographic, etc.)
Other
Cities

VALUE OF CONNECTED COMMUNITY APPROACH
BENEFIT
Rapidly evolving industry
business models
• Flexible model for participants and users
• Risk mitigation – rapidly respond to
business opportunities
• Manage all types of data (structured,
unstructured, real-time and historical)
• Relevant data defined by community
Constantly evolving
data needs
Trust within
Community
• Participant control drives data confidence
within community
• Essential to becoming global marketplace

SO, YOU WANT TO CREATE A CONNECTED COMMUNITY?

Can I trust this
data?
Who owns this
data?
Where has data
come from?
Where has
data gone to?
Is this the best
version of the
data?
How has data
changed?
SHARED DATA…. SCARY QUESTIONS

ESTABLISHING TRUST – WHAT’S REQUIRED?
End-Users
Secured views of
data and insights
ASK QUESTION
DELIVER INSIGHT
Data Providers
• Control who can see
what data
• Control what data can
be combined
✓ Data access across systems
• Each data provider shares specific data assets and
defines specific data sharing rules
✓ Controlling who sees what data
• Each data provider precisely defines which end-users
can see their data throughout the data lifecycle
✓ Data audit across the ecosystem
• Each data provider can track data usage across the data
lifecycle, including the data’s origin, where it is used,
and how it changes over time

HOW IT WORKS…..
Connected Vehicle Community
CLUSTER
MANGEMENT
• Cluster registration and visibility across
on-premise, Cloud and Hybrid
deployments
OEM 1 OEM 2 Government Researcher Retailer Home
USER & SECURITY
MANAGEMENT
• User authentication synched with
enterprise identity systems
• Centralize data security roles, privileges
and policies across clusters
Role 1
• Privilege 1
• Privilege 2
• Privilege N
Role 2
• Privilege 3
• Privilege 4
• Privilege N
Role 3
• Privilege 5
• Privilege 6
• Privilege N
Role 4
• Privilege 7
• Privilege 8
• Privilege N
Centralized Management of Core Functions
HORTONWORKS DATAPLANE SERVICE
• Track Data Lineage across data lifecycle
• Track Data Audit across data lifecycle
• Complimentary with BlockChain
DATA LIFECYCLE
MANAGEMENT Ingest Transform Edit Export
BLOCKCHAIN
GATE
BLOCKCHAIN
GATE

Single View of All Data Sources

Asset Collections

Tables
Asset Collection Details

Tagging of Sensitive
Information
Customer Emergency Event Data

Adding Security Policies
Table and Field
Level Controls
POLICIES USERS

Data Lineage (For Table)
Customer Emergency
Contact Information
Vehicle Event
Data
Accident Detail
(For Use by City
Emergency Dispatch)
Aggregated Detail
(For Use by Various
Research Entities)

Event Time
Audit Trail
Event Type

IN CONCLUSION
Connected Communities Will Drive
the Value of the Connected World
New Data-Driven Business Models
Trust in Data is Paramount
Technologies Have Emerged to
Make this Possible

Best Practices for Managing and Sharing Data in a Connected World

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