User case of Greenplum

1. © Copyright 2017 Pivotal Software, Inc. All rights Reserved. Version 1.0
By Ivan Novick, Pivotal Greenplum Product
Manager: March 2018
Internet and Telecom User Cases
Leveraging Pivotal Greenplum

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3. © Copyright 2017 Pivotal Software, Inc. All rights Reserved. Version 1.0
March 2018
Internet Marketing Customer
Case Study

4. Internet Marketing Customer Profile
Billion Dollar Plus Scale Businesses
Collect Internet User Usage Data
Provide analytics to large 3rd party companies:
Automotive, Financial, Government,
Pharmaceutical, etc
Media Planning, Advertising Analytics,
Competitive Insights, Custom Analytics, Brand
Management
Other Data Sources
Social Media
TV, Movies Usage

5. The Business of Selling Data
Internet Data Vendor Use Case
Similar Opportunity to Sell Data in other Sectors
Finance, Healthcare specializations, etc.
Large Growth Opportunity (market not capped)
More data can be collected
Data can be joined and combined
Business limited by capital and human inspiration
Data is an Asset
Acquire It, Organize it, Curate it, Protect It, Monetize it

6. Use Cases
Collect Internet and Media Usage Data
• Petabyte Scale
Audience Profiling
• Who are they?
What do they buy?
• Understand their network?
• What devices do they use?
• Geography? What if Scenario Services
• A/B Hypothesis Test Analysis
• Pricing
• Advertising Optimization
Competitive Intelligence
• What is my competitors
strategy?

7. Why Greenplum
Structured AND Unstructured Data
Data Curation Step Adds Value To Data
Structuring Data Increases Performance
Continue to store raw data in S3/HDFS
Ability to combine Data Sets and Join with AdHoc Manner
World Class SQL: SQL is Flexible and Business Friendly
Concurrency and Business Operational Readines of Large Scale RDBMS
In Database Analytics (without removing data)

8. Business Operational System Management
R&D Idea Creation System
Large Scale, Raw Data Preserved
Allow R&D to Invent new Revenue Sources
Create Hypothesis, Develop Code
Production Operational Data Warehouse
Aggregrated Data Sets
Shorter Time Retention
Mission Critical Operations Team 24x7
Dual Cluster
Client Solutions System
Customer Facing Analysts
Interactive Ad-Hoc Query
Used in Sales ProcessCloud Data Marts
Single Customer Specific

9. Hadoop and Cloud Integration
Internet Data is Huge!
Many Petabyte Scale
Raw Data is Valuable
Need a solution to cheaply archive ALL data
Huge Data Requirement: Many PetaByte
HDFS and S3 Both Used for Cheap and Deep
Smart File Formats like ORC used for optimizations
Greenplum External Table for Federated Analytics
Storage is important, but not without Query Access
Directly Query S3 and HDFS for Ingest or AdHoc Analysis
Load and save in optimized RDBMS storage for repeat analysis

10. In Database Advanced Analytics
Advertising Pricing Optimization
R Programming Language
User Clustering
Unsupervised Machine Learning
Buyer Groups
Predicative Analytics
Advertising Outcome Predictions
Machine Learning

11. © Copyright 2017 Pivotal Software, Inc. All rights Reserved. Version 1.0
March 2018
Telecom Customer
Case Study

12. Telecom Customer Profile
Mobile Service Provider
Landline Service Provider
Internet Access Service Provider
Responsibilities
Maintaining Towers Network
Maintaining Backend Data Network
Customer Service and Support
Sales to Consumers and Business
Security of Their Systems and Networks
Financial Health of the Business

13. Business Analytics Use Cases
• Customer Churn Reduction
• Grow Revenue Per Customer
• Prioritize Maintenance Scheduling
• Customer Device Usage Patterns
• Fraud Detection, Waste Reduction
• Detect Internal Security Anomlies
• Detailed Call Data Records
• Network utilization and optimization
• Many more

14. Telecom – Workload Division
Raw Data Archive
Store raw format for reload and reprocess
Know Your Customer Hub
Operational System Centered Around Customer
IoT Operational Reporting System
Sensors and events from physical assets
Used for maintenance and operational efficiencies
Security Events Hub
Identify intrusions or abuse
Business & Financial
Reporting
Maximize company profit

15. Know Your Customer Hub
Learn Customer Makeup & Preferences
Usage Patterns
Machine Learning Models for Churn
Increase Revenue Per Customer
Device Promotions
Bandwidth Usage
Fraud and Abuse Detection

16. IoT Operational System
Collect Raw Sensor Data For All Assets
Cell Towers, Routers/Switches
Vehicles, Heavy Equipment, etc
Combine with Asset Meta Data
Combine with Asset Maintenance and Repair Data
Predictive Maintenance and Maintenance Optimization Models
Machine Learning
Aggregate Data for Trending & Reporting & Dashboarding

17. Security Events Hub
Internal Security Threats
Anomalous Behavior Detection
Restricted Computer Access
Restricted Physical Resource Access
Advanced Persistent Threats
Hackers Intrusion Detection
Systems Already Compromised!
Can be detected by data patterns
Graph Analytics and Machine Learning

18. Financial & Business Data
Pricing Optimization, What if Scenarios
Sales results, market share, Competition
Advertising Self and Competitor
Growth, shrinkage of customers Trending
Demand forecasting
What if scenarios on capacity increases

19. Command & Control Center
Single Pane of Glass
Operational War Room
Team Can Monitor All
Operational Business
Aspects
Drill Through Interrogation
to Backing Data
Actionable Interfaces

20. © Copyright 2017 Pivotal Software, Inc. All rights Reserved. Version 1.0
March 2018
Pivotal Greenplum
Product Strategy Enabling Telecom & Internet Business

21. Greenplum Open Source Strategy
• Only Production Ready OSS Data Warehouse
OLAP RDBMS
• Align w/ PostgreSQL Functionality &
Implementation
• Decade+ MPP Experience
• Continue to invest from Pivotal, large R&D and
global install base

22. Greenplum Multi-Cloud Strategy
• Greenplum Anywhere
• Public Clouds: AWS, Azure, Google, Alibaba
• VMware Based Solutions
• Generic Bare Metal Offering
• Dell Technologies Hardware Options

23. Greenplum Kubernetes Strategy
• OSS Container RunTime
Open, Portable, Performant, Scalable, Secure
• Developed @ Google
• World Wide Popular OSS
Project
• Massive Pivotal & VMware
Partnership

24. Greenplum Data Lake Ecosystem Integration
MPP Architecture
with Segment Parallel
Data Access
roadmap GP STREAM
SERVER

25. SQL Containerization: Greenplum Resource Groups
GOALS
● Resource isolation for multi-tenancy and mixed workloads
● Enhances stability and manageability of Greenplum
CAPABILITIES
● Leverages Linux Cgroups for implementation
● Specify CPU Max Per Group
● Burst Above Max Limit if available
● Specify Max Memory Per Group And Memory Per Query
● Specify Max Concurrency Per Group
● Transaction scope not Statement scope

26. Transforming How The World Builds Software
© Copyright 2017 Pivotal Software, Inc. All rights Reserved.