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© 2014 Persontyle Ltd. All rights reserved. 
Ali Syed 
Founder and Chief Data Scientist 
Persontyle 
Customer Insight and ...
© 2014 Persontyle Ltd. All rights reserved. 
One Objective, Fifteen Minutes 
“To understand how Telecom companies can empl...
© 2014 Persontyle Ltd. All rights reserved. 
LET’S SETTHE SCENE 
Amazing view of Manhattan, New York, in 1944
© 2014 Persontyle Ltd. All rights reserved. 
"Creativity involves breaking out of established patterns in order to look at...
© 2014 Persontyle Ltd. All rights reserved. 
DIGITAL TRANSFORMATION 
GLOBALIZATION 
9 Billion 
Internet Devices in 2012 
5...
© 2014 Persontyle Ltd. All rights reserved. 
DATA AS A FABRIC OF DIGITAL AGE 
All actions, interactions and behaviours bot...
© 2014 Persontyle Ltd. All rights reserved. 
THE MASS SCALE DATAFICATIONHAS LED TO AN EXPLOSION OF THE (big) DATA. 
Social...
© 2014 Persontyle Ltd. All rights reserved. 
TELCOM BIG DATA CHALLENGES 
Volume, granularity, diversity and latency of the...
© 2014 Persontyle Ltd. All rights reserved. 
OPPORTUNITY 
“People used to say that information is power but that’s no long...
© 2014 Persontyle Ltd. All rights reserved. 
The State of Big Data and Analytics Market in 2014 
MARKET
© 2014 Persontyle Ltd. All rights reserved. 
-94% of C-level executives say their organization is collecting and managing...
© 2014 Persontyle Ltd. All rights reserved. 
According to Gartner, 64% of large enterprises plan to implement a big data p...
© 2014 Persontyle Ltd. All rights reserved. 
“Big data is here to stay, as it should be. But let’s be realistic: It’s an i...
© 2014 Persontyle Ltd. All rights reserved. 
Big Data isn’t new. 
What is new is the availability and power of the tools f...
© 2014 Persontyle Ltd. All rights reserved. 
Disruptive Innovations in Big Data 
Traditional 
Database 
HADOOP 
NoSQL 
Dat...
© 2014 Persontyle Ltd. All rights reserved. 
Reference Architecture –Example 
Infrastructure 
Virtualization 
Compute / St...
© 2014 Persontyle Ltd. All rights reserved. 
A Complete Enterprise Hadoop Data Platform 
Source: Hortonworks
© 2014 Persontyle Ltd. All rights reserved. 
Application Landscape -Example 
ETL 
Real Time 
Streams 
(Social, 
sensors) 
...
© 2014 Persontyle Ltd. All rights reserved. 
“The role of a creative leader is not to have all the ideas; it’s to create a...
© 2014 Persontyle Ltd. All rights reserved. 
“Learn from companies such as Google and Facebook, where data is king and vir...
© 2014 Persontyle Ltd. All rights reserved. 
Source: Strategy& analysis 
Big Data and Analyticsoffers benefits across the ...
© 2014 Persontyle Ltd. All rights reserved. 
Telecom Organizations don’t need a Big Data Strategy; 
THEY NEED A BUSINESS S...
© 2014 Persontyle Ltd. All rights reserved. 
Stay Ahead of the Game 
Elephant in the Cloud (Platforms, Services and APIs)...
© 2014 Persontyle Ltd. All rights reserved. 
"LISTENING TO THE DATA - DOING EXPERIMENTS, ANALYZING THE RESULTS, DIGGING DE...
© 2014 Persontyle Ltd. All rights reserved. 
What is Persontyle? 
Persontyle is a people focused social enterprise obsess...
© 2014 Persontyle Ltd. All rights reserved. 
OUR MISSION IS TO PROMOTE DATA LITERACY AND EMPOWER YOU TO ANALYZE DATA SCIEN...
© 2014 Persontyle Ltd. All rights reserved. 
THE SCHOOL OF DATA SCIENCE SPECIALIZES IN HELPING YOU LEARN DATA SCIENCE AND...
© 2014 Persontyle Ltd. All rights reserved. 
We provide a full range of short courses and training programs to help you le...
© 2014 Persontyle Ltd. All rights reserved.
© 2014 Persontyle Ltd. All rights reserved. 
ALI SYED 
@aaalee 
EMAIL 
ali.syed@persontyle.com 
JOIN THE CONVERSATION: @pe...
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Benefiting from Big Data - A New Approach for the Telecom Industry

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Slide deck of Ali Syed's, Founder of Persontyle, talk delivered at the Customer Insight and Analytics in Telecoms 2014 Conference.

Published in: Data & Analytics
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Benefiting from Big Data - A New Approach for the Telecom Industry

  1. 1. © 2014 Persontyle Ltd. All rights reserved. Ali Syed Founder and Chief Data Scientist Persontyle Customer Insight and Analyticsin Telecoms 2014 Benefiting from Big Data A New Approach for the Telecom Industry
  2. 2. © 2014 Persontyle Ltd. All rights reserved. One Objective, Fifteen Minutes “To understand how Telecom companies can employ big data technologies and machine learning techniques to exploit user, network and traffic data assets.”
  3. 3. © 2014 Persontyle Ltd. All rights reserved. LET’S SETTHE SCENE Amazing view of Manhattan, New York, in 1944
  4. 4. © 2014 Persontyle Ltd. All rights reserved. "Creativity involves breaking out of established patterns in order to look at things in a different way" -Edward de Bono
  5. 5. © 2014 Persontyle Ltd. All rights reserved. DIGITAL TRANSFORMATION GLOBALIZATION 9 Billion Internet Devices in 2012 50 Billion By 2020 DATA EXPLOSION 90% Created within Last Two Years 50X Growth By 2020 RISE OF MOBILITY 6 Billion + Mobile Connections 87% of World’s Population Mobile Data Growing 78% CAGR CLOUD 90% of new software delivery for Public Cloud Public IT cloud services will grow to $107B in 2017
  6. 6. © 2014 Persontyle Ltd. All rights reserved. DATA AS A FABRIC OF DIGITAL AGE All actions, interactions and behaviours both of humans and machines are stored and transmitted across networks to keep the engines of the digital age running. The amount and complexity of data produced in science, business, and everyday human activity are increasing at staggering rates. As we move from isolation into a massively connected world, making sense of data is the key ingredient in delivering meaningful value, competitive advantage, and prosperity.
  7. 7. © 2014 Persontyle Ltd. All rights reserved. THE MASS SCALE DATAFICATIONHAS LED TO AN EXPLOSION OF THE (big) DATA. Social Media Data Operational Data e.g.CDRs, CRM, Financial, LOB, etc. Machine Data Big Data Transactions, Interactions, Observations Clickstream Data
  8. 8. © 2014 Persontyle Ltd. All rights reserved. TELCOM BIG DATA CHALLENGES Volume, granularity, diversity and latency of the data keeps growing Need to shrink latency between business event and data availability for analysis and decision-making Business mandate to obtain more value out of the data The days of being impressed with standing up a petabyte system are over Absence of data discovery and advanced analytics hindering discovery of business insights and value opportunities
  9. 9. © 2014 Persontyle Ltd. All rights reserved. OPPORTUNITY “People used to say that information is power but that’s no longer the case. It’s analysis of the data, use of the data, digging into it –that is the power” Sir Martin Sorrell, CEO, WPP Group
  10. 10. © 2014 Persontyle Ltd. All rights reserved. The State of Big Data and Analytics Market in 2014 MARKET
  11. 11. © 2014 Persontyle Ltd. All rights reserved. -94% of C-level executives say their organization is collecting and managing more business information today than two years ago, by an average of 86%more -29%of executives cited that they are not ready to manage the data deluge -93%of executives believe their organization is losing revenue – on average, 14%annually –as a result of not being able to fully leverage the information they collect -97% say their organization must make a change to improve information optimization over the next two years Industry-specific applications are an important part of the mix; 77%of organizations surveyed use them today to run their enterprise—and they are looking for more tailored options Source: Oracle.com Big Data Requires a New Kind of Strategic Planning
  12. 12. © 2014 Persontyle Ltd. All rights reserved. According to Gartner, 64% of large enterprises plan to implement a big data project in 2014, but 85% of the Fortune500 will beunsuccessful in doing so.
  13. 13. © 2014 Persontyle Ltd. All rights reserved. “Big data is here to stay, as it should be. But let’s be realistic: It’s an important resource for anyone analysing data,not a silver bullet.” GARY MARCUS and ERNEST DAVIS
  14. 14. © 2014 Persontyle Ltd. All rights reserved. Big Data isn’t new. What is new is the availability and power of the tools for collecting, storing, managing and analyzingdata.
  15. 15. © 2014 Persontyle Ltd. All rights reserved. Disruptive Innovations in Big Data Traditional Database HADOOP NoSQL Database MPP Analytics Data Warehouse Schema Pre-defined, fixed Required on write Required on read Store first, ask questions later Processing No or limited data processing Processing coupled with data Parallel processing / scale out Data types Structured Any, including unstructured Physical infrastructure Enterprise grade Mission critical Commodity is an option Much cheaper storage
  16. 16. © 2014 Persontyle Ltd. All rights reserved. Reference Architecture –Example Infrastructure Virtualization Compute / Storage / Network Operations Workflow and Scheduling Management and Monitoring Security Data Isolation Access Management Data Encryption Data Processing Batch Processing Real Time/Stream Processing Search and Indexing Application Analytics Apps Transactional Apps Analytics Middleware Presentation Data Visualization and Reporting Clients Data Integration Real Time Ingestion Batch Ingestion Data Connectors Metadata Services Data Management Distributed Processing (MapReduce) Non-relational DB Structured In- Memory Distributed Storage (HDFS) HadoopCore HadoopProjects Adjacent Categories
  17. 17. © 2014 Persontyle Ltd. All rights reserved. A Complete Enterprise Hadoop Data Platform Source: Hortonworks
  18. 18. © 2014 Persontyle Ltd. All rights reserved. Application Landscape -Example ETL Real Time Streams (Social, sensors) Structured and Unstructured Data(HDFS, MAPR) Real Time Database (Shark, Gemfire, hBase, Cassandra) Interactive Analytics (Impala, Greenplum, AsterData, Netezza…) Batch Processing (Map-Reduce) Real-Time Processing (s4, storm, spark) Data Visualization(Excel, Tableau) (Informatica, Talend, Spring Integration) Compute Storage Networking Cloud Infrastructure HIVE Machine Learning (Mahout, etc…) Source: Vmware
  19. 19. © 2014 Persontyle Ltd. All rights reserved. “The role of a creative leader is not to have all the ideas; it’s to create a culture where everyone can have ideas and feel that they’re valued” Sir Ken Robinson
  20. 20. © 2014 Persontyle Ltd. All rights reserved. “Learn from companies such as Google and Facebook, where data is king and virtually every product decision flows from what the available data says about customers and how it can be used.” As ones and zeros eat the world, data is the new product and data science is the new process of innovation. Optimizing routing and quality of service by analysing network traffic in real time Analysing call data records in real time to identify fraudulent behaviour immediately Allowing call centre reps to flexibly and profitably modify subscriber calling plans immediately Tailoring marketing campaigns to individual customers using location-based and social networking technologies Using insights into customer behaviour and usage to develop new products and services Big data can even open up new sources of revenue, such as selling insights about customers to third parties. Source: Strategy& analysis
  21. 21. © 2014 Persontyle Ltd. All rights reserved. Source: Strategy& analysis Big Data and Analyticsoffers benefits across the entire telecom value chain
  22. 22. © 2014 Persontyle Ltd. All rights reserved. Telecom Organizations don’t need a Big Data Strategy; THEY NEED A BUSINESS STRATEGY THAT INCORPORATES BIG DATA. Source: McKinsey & Company
  23. 23. © 2014 Persontyle Ltd. All rights reserved. Stay Ahead of the Game Elephant in the Cloud (Platforms, Services and APIs) Hadoop clusters bloom in the cloud. Use Hadoop in the cloud to meet demand for ad hoc analytics, yet on-premises adoption "won't slow down." Apache Ambariand VMware vSphere Big Data Extensions Integrate to Provision and Manage Enterprise Hadoop Clusters Hadoop: The New Enterprise Data Operating System Hadoop won't be just for analytics. Traditional database theory dictates that you design the data set before entering any data. A data lake, also called an enterprise data lake or enterprise data hub, turns that model on its head. Data Science, Predictive Analytics and Machine Learning SQL on Hadoop: Faster, better (HIVE, IMPALA, SPARK, etc.) SQL becomes Hadoop's killer app More, better NoSQL to power IOT and Industrial Net Deep Learning + Cognitive Computing + Apps and APIs In-memory Analytics (hybrid transaction/analytical processing (HTAP) —allowing transactions and analytic processing to reside in the same in-memory database.
  24. 24. © 2014 Persontyle Ltd. All rights reserved. "LISTENING TO THE DATA - DOING EXPERIMENTS, ANALYZING THE RESULTS, DIGGING DEEPER, FOLLOWING UP ON SURPRISES -IS THE PATH TO SUCCESS." PROF. PEDRO DOMINGOS
  25. 25. © 2014 Persontyle Ltd. All rights reserved. What is Persontyle? Persontyle is a people focused social enterprise obsessed with helping individuals, organizations and communities learn and apply Data Science to deliver real and meaningful value. Born from the idea of creating a platform for the people, by the people to share passion, knowledge, theory and practices of analysing data scientifically.
  26. 26. © 2014 Persontyle Ltd. All rights reserved. OUR MISSION IS TO PROMOTE DATA LITERACY AND EMPOWER YOU TO ANALYZE DATA SCIENTIFICALLY. EDUCATION THE SCHOOL OF DATA SCIENCE COMMUNITY SERVICES DATA SCIENCE FOR SOCIAL CHANGE PROFESSIONAL SERVICES
  27. 27. © 2014 Persontyle Ltd. All rights reserved. THE SCHOOL OF DATA SCIENCE SPECIALIZES IN HELPING YOU LEARN DATA SCIENCE AND MACHINE LEARNING IN SIMPLE HUMAN TERMS. Join the Data Revolution DATA SCIENCE MACHINE LEARNING DATA ENGINEERING DATA VISUALIZATION OFFERING THE MOST COMPREHENSIVE SET OF DATA SCIENCE AND MACHINE LEARNING COURSES. GARNER THE SKILLS NECESSARY TO SUCCEED IN THE FIELD OF DATA SCIENCE.
  28. 28. © 2014 Persontyle Ltd. All rights reserved. We provide a full range of short courses and training programs to help you learn the skills you need to become a practicing data scientist. Data Science and Machine Learning Courses Big Data Academy Corporate Data Science Training Solutions The Data Science Incubator Open Data Science Fellows Program
  29. 29. © 2014 Persontyle Ltd. All rights reserved.
  30. 30. © 2014 Persontyle Ltd. All rights reserved. ALI SYED @aaalee EMAIL ali.syed@persontyle.com JOIN THE CONVERSATION: @persontyle @schooltds WWW.PERSONTYLE.COM

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