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If you can’t tell the story, you can't justify the investment

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For the Data Scientist, Data Science is complex; for the average business user it is a mystical art form that promises a lot, but often under delivers against expectation. For many established companies the result of this has been a lack of investment in an area that is, for others, quickly becoming an area of competitive advantage.

Helping the business understand the value of Big Data and Analytics, whilst also helping translate their business requirements and expectations, is a critical foundational step of the Data Analytics Lifecycle that can lead to greater investment from the business and greater profit for the organization. By way of customer examples, this presentation discusses the importance of engaging the business early and the importance of being able to tell an engaging story about the ‘Art of the Possible’.

http://uk.emc.com/brighttalk-webinar/index.htm?commid=188389
www.uk.emc.com/bigdata

Published in: Data & Analytics
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If you can’t tell the story, you can't justify the investment

  1. 1. 1© Copyright 2015 EMC Corporation. All rights reserved. IF YOU CAN’T TELL THE STORY, YOU CAN’T JUSTIFY THE INVESTMENT. © Copyright 2015 EMC Corporation. All rights reserved. SEBASTIAN DARRINGTON CTO - BIG DATA AND ANALYTICS, EMEA @THESTORAGECHAP
  2. 2. 2© Copyright 2015 EMC Corporation. All rights reserved. 2© Copyright 2015 EMC Corporation. All rights reserved. 8 REASONS BIG DATA PROJECTS FAIL 1. SELECTING THE WRONG USECASES 2. MANAGEMENT RESISTENCE 3. ASKING THE WRONG QUESTIONS 4. LACKING THE RIGHT SKILLS 5. UNANTICIPATED PROBLEMS 6. DIASGREEMENT ON ENTERPRISE STRATEGY 7. BIG DATA SILOS 8. PROBLEM AVOIDANCE
  3. 3. 3© Copyright 2015 EMC Corporation. All rights reserved.
  4. 4. 4© Copyright 2015 EMC Corporation. All rights reserved. 1. Discovery 2. Data Preparation 3. Model Planning 4. Model Building 5. Communicate Results 6. Operationalise Do I have enough information to draft an analytic plan and share for pier review? Do I have enough quality data to start building the model? Do I have a good idea about the type of model to try? Can I refine the analytic plan? Is the model robust enough? Have we failed for sure? ANALYTICS LIFECYCLE
  5. 5. 5© Copyright 2015 EMC Corporation. All rights reserved. 2. Discovery 3. Data Preparation 4. Model Planning 5. Model Building 6. Communicate Results 7. Operationalise Do I have enough information to draft an analytic plan and share for pier review? Do I have enough quality data to start building the model? Do I have a good idea about the type of model to try? Can I refine the analytic plan? Is the model robust enough? Have we failed for sure? 1. Explore the Business Context and frame the Business Outcome Collaborate Throughout ANALYTICS LIFECYCLE
  6. 6. 6© Copyright 2015 EMC Corporation. All rights reserved. IT ALL STARTS WITH THE BUSINESS OUTCOME INCREASE SALES KNOW YOUR CUSTOMER REDUCE COST IMPROVE EFFICIENCY MINIMISE RISK FINANCIAL, OPERATIONAL, COMPLIANCE
  7. 7. 7© Copyright 2015 EMC Corporation. All rights reserved. FSI RETAIL MANUF TELCO UTILITIES TRANSPORT HEALTH 360 CUSTOMER VIEW ✔️ ✔️ ✔️ ✔️ ✔️ ✔️ SENTIMENT ANALYSIS ✔️ ✔️ ✔️ ✔️ ✔️ ✔️ RECOMMENDATION ENGINE ✔️ ✔️ ✔️ ✔️ ✔️ REALTIME INTELLIGENCE ✔️ ✔️ ✔️ ✔️ PREDICTIVE MAINTENANCE ✔️ ✔️ ✔️ ✔️ ✔️ STREAMING DATA ANALYSIS ✔️ ✔️ ✔️ ✔️ ✔️ ✔️ ✔️ SECURITY INFORMTION AND EVENT MGMT ✔️ ✔️ ✔️ ✔️ ✔️ ✔️ ✔️ SCORING/RISK ASSESSMENT ✔️ ✔️ ✔️ ✔️ ✔️ ✔️ ✔️ COMPLIANCE MANAGEMENT ✔️ ✔️ ✔️ ✔️ ✔️ ✔️ ✔️ INCREASE SALES DECREASE COST MINIMISE RISK
  8. 8. 8© Copyright 2015 EMC Corporation. All rights reserved. 8© Copyright 2015 EMC Corporation. All rights reserved.
  9. 9. 9© Copyright 2015 EMC Corporation. All rights reserved. HEALTHCARE ANALYTICS
  10. 10. 10© Copyright 2015 EMC Corporation. All rights reserved. Confidential – internal use only 15% REDUCTION IN DEATH RATES 10© Copyright 2015 EMC Corporation. All rights reserved.
  11. 11. 11© Copyright 2015 EMC Corporation. All rights reserved. 11© Copyright 2015 EMC Corporation. All rights reserved.
  12. 12. 12© Copyright 2015 EMC Corporation. All rights reserved. The RTI-T platform uses a flexible, customizable data architecture. Streaming Data Grid - Collecting events to trigger action; collecting from mobile network, social network, mobile apps, and other third party sources Dynamic Customer Profile – Composite view of customer profile to reflect customer behavior, likes, dislikes, and appetite for promotions and interaction; sources include customer DW from historical information, internal customer account data from CRM, Service Assurance, & Billing, and from external customer data sources such as Facebook, twitter, etc. Business Rules & Policies – The criteria of events and customer information that should constitute the triggering of an action. Part of CEP functionality with inputs/updates from sources like a rules engine, product & service catalog, and policy management systems Business Rules Update – User interface to define and update business conditions Event Correlation – Complex Event Processing function that correlates incoming events with customer profile to triggers action when the business rules & policies have been met; used to trigger real-time marketing promotions, dynamic network capacity provisioning, or other actions; Also feeds into Customer DW for updates Historical Data DW – Collected historical information on customer behavior for big data analytics on customer patterns to be used to define and update customer profile and gain customer insight Customer Profile DW – Data Warehouse for determining customer profile based on historical information on behavior, spending patterns and scoring pattern for appetite for customer interaction and promotions A Reference Architecture - Real-time Intelligence
  13. 13. 13© Copyright 2015 EMC Corporation. All rights reserved. 13© Copyright 2015 EMC Corporation. All rights reserved.
  14. 14. 14© Copyright 2015 EMC Corporation. All rights reserved. BUSINESS BENEFIT TECHNOLOGY VS 14© Copyright 2015 EMC Corporation. All rights reserved.
  15. 15. 15© Copyright 2015 EMC Corporation. All rights reserved. 15© Copyright 2015 EMC Corporation. All rights reserved.
  16. 16. 16© Copyright 2015 EMC Corporation. All rights reserved. 16© Copyright 2015 EMC Corporation. All rights reserved.
  17. 17. 17© Copyright 2015 EMC Corporation. All rights reserved. 17© Copyright 2015 EMC Corporation. All rights reserved.
  18. 18. 18© Copyright 2015 EMC Corporation. All rights reserved. 18© Copyright 2015 EMC Corporation. All rights reserved.
  19. 19. 19© Copyright 2015 EMC Corporation. All rights reserved.
  20. 20. 20© Copyright 2015 EMC Corporation. All rights reserved. www.brickor.club AFTER JUST 12 HOURS .. • 132 UNIQUE USERS TO THE SITE • 24 SUBSCRIBERS • SO AN 18% SUBSCRIPTION RATE
  21. 21. 21© Copyright 2015 EMC Corporation. All rights reserved. 21© Copyright 2015 EMC Corporation. All rights reserved.
  22. 22. 22© Copyright 2015 EMC Corporation. All rights reserved. IF YOU CAN’T TELL THE STORY, YOU CAN’T JUSTIFY THE INVESTMENT. © Copyright 2015 EMC Corporation. All rights reserved.
  23. 23. 23© Copyright 2015 EMC Corporation. All rights reserved. ADDITIONAL INFORMATION EMC BIG DATA LANDING PAGE http://www.emc.com/bigdata PIVOTAL POWERS DIGITAL TRANSFORMATION http://www.pivotal.io SEBASTIAN DARRINGTON @TheStorageChap https://uk.linkedin.com/in/sebastiandarrington http://www.thestoragechap.co.uk

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