Big Data Enabled: How YARN Changes the Game

Grab some
coffee and
enjoy the
pre-show
banter before
the top of the
hour!

The Briefing Room
Big Data Enabled: How YARN Changes the Game

Twitter Tag: #briefr The Briefing Room
Welcome
Host:
Eric Kavanagh
eric.kavanagh@bloorgroup.com
@eric_kavanagh

  Reveal the essential characteristics of enterprise
software, good and bad
  Provide a forum for detailed analysis of today s innovative
technologies
  Give vendors a chance to explain their product to savvy
analysts
  Allow audience members to pose serious questions... and
get answers!
Mission

Topics
This Month: HADOOP ECOSYSTEM
February: DATA IN MOTION
January: ANALYTICS

History is being rewritten once again…
“90% of the
code that
exists today
should be
thrown away.”
Dr. Michael Stonebreaker on DM Radio, 2011

Analyst: Robin Bloor
Robin Bloor is
Chief Analyst at
The Bloor Group
robin.bloor@bloorgroup.com
@robinbloor

RedPoint Global
RedPoint Global is a data management and integrated
marketing technology company
RedPoint Data Management offers solutions designed for
master data management (MDM), collaboration and
architecture integration
RedPoint’s Hadoop-powered, YARN-compliant Marketing
Application helps users monetize big data assets

Guest: George Corugedo
George Corugedo is Chief Technology Officer & Co-
Founder at RedPoint Global Inc. A mathematician
and seasoned technology executive, George has
over 20 years of business and technical expertise.
As co-founder and CTO of RedPoint Global, George
is responsible for leading the development of the
RedPoint Convergent Marketing Platform™. A
former math professor, George left academia to
co-found Accenture’s Customer Insight Practice,
which specialized in strategic data utilization,
analytics and customer strategy. Previous positions
include director of client delivery at ClarityBlue,
Inc., a provider of hosted customer intelligence
solutions to enterprise commercial entities, and
COO/CIO of Riscuity, a receivables management
company specializing in the utilization of analytics
to drive collections.

The Future is NOW with Big Data
January
2015

11 © RedPoint Global Inc. 2015 Confidential
The Big Data Monetization Cycle

Gartner Emerging Technologies Hype Cycle - 2014

CEO Largest Supporter of Big Data Efforts
47%
34%
29%
27%
24%
21%
20%
19%
18%
14%
10%
4%
CEO
Line of Business (as head)
Board of Directors
Marketing
Finance/Accounting
Strategy
Engineering
Sales
Research & Development
Customer Service
None (this is an IT-only initiative)
Not sure
Q. Which of the following business groups are supporting or sponsoring your big data efforts? BASE: Plans to deploy/implement big data projects.
Source: IDG Enterprise Big Data Study, 2014

“Big Data” Investments through 2017

Laying the Groundwork for Big Data Monetization
38%
37%
34%
30%
28%
27%
26%
26%
Developing or buying
software applications
Investing in additional server or
storage hardware/software
Hiring staff with analytics skills
Utilizing an open source software
framework (e.g., Apache
Migrating to cloud-based
services for storage
Increasing network bandwidth
Migrating to cloud-based
services for analytics
Contracting outside
big data expertise
Q. Which of the following is your organization doing to manage big data initiatives? BASE: Plans to deploy/implement big data projects.
Source: IDG Enterprise Big Data Study, 2014

Fields with Highest Interest in Big Data
Marke/ng

Health
Care

Financial
Services

Pharmaceu/cals

Government/Intel

Modern
Marke/ng
Architecture

RedPoint’s Hadoop Powered Marketing Application
RedPoint
Data
Management
RedPoint Data Management

Modern
Marke/ng
Architecture

RedPoint
Data
Management

Modern
Marke/ng
Architecture

RedPoint
Data
Management
Consumer

or

En+ty

Data

Opera+onal

Data

Enhancement

Data

Device
Data

New
Data

Modern
Marke/ng
Architecture

Modern
Data
Architecture

RedPoint
Data
Management
Consumer

or

En+ty

Data

Opera+onal

Data

Enhancement

Data

Device
Data

New
Data

Modern
Marke/ng
Architecture

Modern
Data
Architecture

RedPoint
Interac/on
RedPoint Interaction

Modern
Marke/ng
Architecture

Modern
Data
Architecture

RedPoint
Interac/on
Consumer

or

En+ty

Data

Opera+onal

Data

Enhancement

Data

Device
Data

New
Data

Modern
Marke/ng
Architecture

Modern
Data
Architecture

RedPoint
Interac/on
Consumer

or

En+ty

Data

Opera+onal

Data

Enhancement

Data

Device
Data

New
Data

Microsites

Paper

Mail

Web

Social

Media

SMS
or

Push

Personal

URL

Email

PoS

Mobile

App

Orchestra/on
Layer

SoMware
Developers
Kit
(SDK)

Adapters
Connectors
Plug-‐Ins
Extenders

Modern
Marke/ng
Architecture

Modern
Data
Architecture

RedPoint
Interac/on
Consumer

or

En+ty

Data

Opera+onal

Data

Enhancement

Data

Device
Data

New
Data

Microsites

Paper

Mail

Web

Social

Media

SMS
or

Push

Personal

URL

Email

PoS

Mobile

App

Global
Goal
Op/miza/on

Goal

Op/mized

Goal

Op/mized

Goal

Op/mized

Goal

Op/mized

Goal

Op/mized

Goal

Op/mized

Goal

Op/mized

Goal

Op/mized

Goal

Op/mized

Orchestra/on
Layer

Modern
Marke/ng
Architecture

Modern
Data
Architecture

SoMware
Developers
Kit
(SDK)

RedPoint
Interac/on

RedPoint
Data
Management

Microsites

Paper

Mail

Web

Social

Media

SMS
or

Push

Personal

URL

Email

PoS

Mobile

App

Consumer

or

En+ty

Data

Opera+onal

Data

Enhancement

Data

Device
Data

New
Data

The
RedPoint
PlaVorm

Adapters
Connectors
Plug-‐Ins
Extenders

Goal

Op/mized

Goal

Op/mized

Goal

Op/mized

Goal

Op/mized

Goal

Op/mized

Goal

Op/mized

Goal

Op/mized

Goal

Op/mized

Goal

Op/mized

Orchestra/on
Layer

Modern
Marke/ng
Architecture

Modern
Data
Architecture

SoMware
Developers
Kit
(SDK)

RedPoint
Interac/on

RedPoint
Data
Management

Microsites

Paper

Mail

Web

Social

Media

SMS
or

Push

Personal

URL

Email

PoS

Mobile

App

Consumer

or

En+ty

Data

Opera+onal

Data

Enhancement

Data

Device
Data

New
Data

The
RedPoint
PlaVorm

Adapters
Connectors
Plug-‐Ins
Extenders

Global
Goal
Op/miza/on

Orchestra/on
Layer

Modern
Marke/ng
Architecture

Modern
Data
Architecture

SoMware
Developers
Kit
(SDK)

RedPoint
Interac/on

RedPoint
Data
Management

Microsites

Paper

Mail

Web

Social

Media

SMS
or

Push

Personal

URL

Email

PoS

Mobile

App

Consumer

or

En+ty

Data

Opera+onal

Data

Enhancement

Data

Device
Data

New
Data

The
RedPoint
PlaVorm

Adapters
Connectors
Plug-‐Ins
Extenders

Master
Key
Management

ETL
&
ELT
Data
Quality

Web
Services
Integra/on

Integra/on
&
Matching

Process
Automa/on

&
Opera/ons

•  Proﬁling,
reads/writes,

transforma/ons

•  Single
project
for
all
jobs

•  Cleanse
data

•  Parsing,
correc/on

•  Geo-‐spa/al
analysis

•  Grouping

•  Fuzzy
match

•  Create
keys

•  Track
changes

•  Maintain
matches

over
/me

•  Consume
and
publish

•  HTTP/HTTPS
protocols

•  XML/JSON/SOAP
formats

•  Job
scheduling,
monitoring,

no/ﬁca/ons

•  Central
point
of
control

•  Meta
Data
Management

Leader in both traditional and Hadoop based Data
Management
First
and
only
YARN
compliant
ETL/data
quality
toolset

on
the
market
–
brings
together
both
Big
Data
and
tradi/onal

data
to
create
Big
Informa/on!

•  Customer
or
Party
Data

•  Processing
Speed

•  Match
Quality

•  Ease
of
Use

by

in:

RANKED

#1

Prior
to
Hadoop

•  100%
func/onality
works
on
both
Hadoop

and
tradi/onal
db’s

•  Pure
YARN
applica/on;
only
one
in
the

market
for
DQ/ETL/ELT

•  Single
implementa/on
can
work
across

Hadoop
and
tradi/onal
db’s.

•  Any
job
can
be
pure
Client
server,
pure

Hadoop
or
hybrid

With
to
Hadoop

One customer interaction tool:
Manage end-to-end process, increase engagement
Planning
&

Collabora/on

Real-‐/me
decisions

Targe/ng
&

Interac/on
Design

Dashboards
&

Calendars

Message
Design

&
Delivery
Analy/cs
&
Repor/ng

• Role-‐based
views

• Filterable
calendars

• Plans
&
budgets

• Social
workspaces

• Approvals

• Personaliza/on
during
live

interac/ons

• Factor
in
iden/ty
&
context

• Target
selec/on

• Oﬀer
assignment

• Mul/-‐step
dialogues

• Message
composi/on

• Landing
pages

• Email
delivery

• APIs
for
channel
integra/on

• Visual
selec/on,
scoring,

A/B/n
tes/ng,
reports

• Or
use
outside
products

KEY
FEATURES
OF
REDPOINT
INTERACTION

Across
all

channels:

inbound,

outbound,

digital,

tradi/onal

Forrester CCCM Wave Report - Leader
Debut
in
leader
wave

#1
in
Customer

Sa/sfac/on

#1
in
Cross
Channel

Integra/on

#1
in
product
strategy/
roadmap

#1
User
Interface

Debra’s
Profile
David’s
Profile

Best
Channels
for
Debra

Best
Offers
for
Debra

What Local Optimization Looks Like
Op+miza+on

Engine:

Marketer

Best
Offers
for
David

How
do
I
“locally
op/mize”
my
ac/ons
to
create
customer-‐obsessed
campaigns?

Preferred
Customer
Code
Gender
|

Birthday

|

Tweets

|

Instagram

Posts

|

Tumblr
Likes

|

Purchase
History

|

Product
Viewing
History

|

Shopping

Cart
Items

Customer

Data

Web
Mobile

Best
Channels
for
David

+

+

…and it can be easy

Data Lake Architecture for the Modern Marketing
Architecture

The Big Data Monetization Cycle
Data:
•  All data no matter type, format, cadence,
source, format or lack of format
•  Entities resolved and persistent keys generated
•  Complete entity profiles maintained
Analytics:
•  Offline analytic parallelized for the Data Lake
•  Inline analytics for real time, unattended
learning and optimization
•  Utilization of all available data at all decision
points
Execution:
•  Single point of operational control across all
traditional and real time channels
•  Bi-directional API’s both push to and draw
results from the channels
•  Defragmentation of data, process and
execution

Summary
•  Hadoop
is
now
prac/cal
and

necessary
in
advanced
marke/ng

environments.

•  Use
a
Data
Lake
at
the
core
of
your

marke/ng
data
strategy.

•  Use
a
tool
that
gives
you
agility
and

ease
of
use
so
your
people
are
as

produc/ve
as
quickly
as
possible.

•  Paralleliza/on
is
where
Hadoop

compute
power
comes
from;
use

tools
that
leverage
it
properly.

Perceptions & Questions
Analyst:
Robin Bloor

Hadoop is Not a Solution
However, it is a useful and increasingly
versatile component for
Corporate Data Management
IT HAS BECOME “STRATEGIC”

Hadoop Evolution (The YARN Story)
FROM TO
§  Serial batch
workloads
§  MapReduce
§  Versatile data
storage
§  Key-value access
only
§  Island of processing
§  Multiple concurrent
workloads
§  Multiple algorithms
§  “Optimized” data
storage
§  SQL, JSON & even
SPARQL access
§  Integrated processing

Data & Data Life-Cycle Management

The Industrialization of Data
Hadoop
(Staging
Area)
Data
Assaying
Servers
The
Cloud
Desktops
Mobile
Devices
IoT
Data
Exploration
Data
Capture
The Prospecting Domain
Real-Time
Actioning
Data
Management
Hadoop
Archive
Data
Serving
Data
Life Cycle
Mgt
System
Management
Apps
Apps
Apps
Data
Store
Data
Store
Data
Stores

The New Windows
Hadoop is the new “NEW WINDOWS”
The base capability is immature,
BUT: THE MARKET HAS ADOPTED IT
And vendors (like RedPoint) are filling the
capability gaps

u  In the area of Hadoop enhancement, what is the
most pressing need your customers come to you
for?
u  What else are those customers seeking in respect
of operational capabilities? In other words, what
else do they complain about?
u  Do you see saving money as the primary driver
for Hadoop adoption?
u  How much Hadoop use do you see which is not
analytics?

u  Do you expect to have to compete with new
Open Source initiatives?
u  What impact do you see the Cloud having on Big
Data?
u  Who do you partner with and compete with?

Upcoming Topics
www.insideanalysis.com
This Month: HADOOP ECOSYSTEM
February: DATA IN MOTION
January: ANALYTICS

THANK YOU
for your
ATTENTION!
Some images provided courtesy of
Wikimedia Commons and Wikipedia

Big Data Enabled: How YARN Changes the Game

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