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Making Your
Analytics
    Click to edit Master title style
Investment
Pay Off
Bill Eldredge
Sr. Manager, Nokia Data Asset

August 1, 2012
StampedeCon



1
Overview


    •  Nokia and Our Big Data Challenge


    •  Making Hadoop Pay
      •  Cost Avoidance
      •  Product Innovation




2
Nokia’s History:   1865 to Now




3
The Four Cardinal W’s
     Location and Time Add Human Context to Social and Search




    WHAT


    WHO


    WHERE

    WHEN


4
Great Mobile Products That
               Sense the World



            CREATE A LEADING “WHERE” PLATFORM




    WIN IN SMART       CONNECT THE      INVEST IN FUTURE
      DEVICES          NEXT BILLION       DISRUPTIONS



5
Taking Our World Class Map Making
      Capabilities to the Next Level …
                            2.4            1500+
                                                            400+
                                          Validations
                           Million                          Map
                          Changes                        Attributes
                          per Day                   11B+          181
                                                  Probe per
                                                                  Local
                                                    Month
                                                              Field Offices
                         245
                     Field Cars      196
                     Driving the
                       Roads       Countries     Automatic
                                   37k+ km        Feature
                                    Roads       Recognition




    9 out of 10 in-car nav systems use Nokia’s Location
6
                           Platform
One Platform, Enabling
     Contextually Rich Mobile Experiences

Content

Platform     Maps   Positions   Places   Directions   Guidance   Traffic

                                  Smart Data




Apps




 7
Data, Data, Data
         +1B         Search Queries
                     Annually         11B   Probe Points
                                            Processed Monthly




    147M                                           24M
     Map Tiles                                    Route Requests
    Served Daily                                    per Month




+19M       Geocoder
           Requests Daily                   55M        Positioning
                                                       Requests Daily


8
Data Silos




9
Central Big Data Analytics Platform?




"   One cluster for all needs?
"   Do it ourselves, or with help?
"   If we build it, will they come?
"   Will it pay off?
10
Phased Approach
        Oozie
                 Map Reduce         Pig          Hive
       Quartz


                                              HBase
       Scribe                      HDFS
                                              HBase
         FTP
                                              HBase




     2010          2011                      2012
     Build        Enhance,                Make It Robust…
                  Get Data,               and Make It Pay
                Use it Ourselves

11
•  Nokia and Our Big Data Challenge


     •  Making Hadoop Pay
       •  Cost Avoidance
       •  Product Innovation




12
Best of Both Worlds

     •  Key device datasets                          •  Key location datasets
     •  Dedicated reporting team                     •  Reporting largely self-serve
     •  Expensive storage (€20k/TB)                  •  Inexpensive storage (€2k/
                                                        TB)


                          Key Integration Principle
                        Aggregated                     Event-level
                           Data                           Data


                          Projected Savings 2012:
                              €6 Million
13
                                   Nokia Internal Use Only
Integrated Solution
                        Touch-points/Devices

                                                                               Consumer-Facing/
                                      Online Serving                              Front-End
                                                                                (“Fast World”)


                                                                               Enterprise-Facing/
                                                                                   Back-End
                                                                                (“Slow-World”)


                                                                Oracle/MySQL      Reporting
     Activity      Hadoop Cluster
                           Hadoop                                                   Tools
     Logging               Cluster                                               (Cognos, Tableau)
                                                                  Teradata
                                                                                  Advanced
                                                                                  Analysis
                                                                Other RDBMS
                                                                                    Tools
     Streaming
        Data     Bulk Data Sources
      Sources


                 Analytics Platform    Other systems

14
                                      Nokia Internal Use Only
Integrated Solution – Applied to Music
     On-device
     app usage             Touch-points/Devices

                                                                                  Consumer-Facing/
                                         Online Serving                              Front-End
                                                                                   (“Fast World”)


                                                                                  Enterprise-Facing/
                                                                                      Back-End
                                      Improved Music                               (“Slow-World”)
                                     Recommendations
                                                                   Oracle/MySQL      Reporting
     Activity         Hadoop Cluster
                              Hadoop                                                   Tools
     Logging                  Cluster                                               (Cognos, Tableau)
                                                                     Teradata
                                                                                     Advanced
                                                                                     Analysis
                                                                   Other RDBMS
                                                                                       Tools
     Streaming
      Download     CDN    Bulk Data Music
        Data
       logs &      Logs   Sources metadata
      Sources
     Collections
                                                                   Projected Benefit:
                    Analytics Platform    Other systems
                                                                   3M Euros +
15
                                         Nokia Internal Use Only
Overview


     •  Nokia and Our Big Data Challenge


     •  Making Hadoop Pay
       •  Cost Avoidance
       •  Product Innovation




16
The Map Is Changing…

        Cities are
      possibly our                                 60%
         greatest                               World’s Population in
                                                   Cities in 2030
      achievement,
       constantly                RICH
                                                  HUNDREDS
                                                  OF MILLIONS MILLIONS
     evolving as we            Network of
                                Sensors
                                                    of Mobile
                                                    Devices
                                                              of Mobile
                                                                Users
      discover new
      technologies



17
                      Nokia Internal Use Only
…and Needs to Become Personal…

           Synthesis                         How
       A    of Us as Who                               When
          Individuals
     Living                             Interactions
      Map             Where                with the
                                         Real World
                                                       What




18
              Nokia Internal Use Only
…to Everyone




19
               Nokia Internal Use Only
Using Different Types of Data…




     Asserted   Observed                 Reference   Derived
       Data       Data                     Data       Data


     …to Create a Human Motion Graph
20
                      Nokia Internal Use Only

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Making your Analytics Investment Pay Off - StampedeCon 2012

  • 1. Making Your Analytics Click to edit Master title style Investment Pay Off Bill Eldredge Sr. Manager, Nokia Data Asset August 1, 2012 StampedeCon 1
  • 2. Overview •  Nokia and Our Big Data Challenge •  Making Hadoop Pay •  Cost Avoidance •  Product Innovation 2
  • 3. Nokia’s History: 1865 to Now 3
  • 4. The Four Cardinal W’s Location and Time Add Human Context to Social and Search WHAT WHO WHERE WHEN 4
  • 5. Great Mobile Products That Sense the World CREATE A LEADING “WHERE” PLATFORM WIN IN SMART CONNECT THE INVEST IN FUTURE DEVICES NEXT BILLION DISRUPTIONS 5
  • 6. Taking Our World Class Map Making Capabilities to the Next Level … 2.4 1500+ 400+ Validations Million Map Changes Attributes per Day 11B+ 181 Probe per Local Month Field Offices 245 Field Cars 196 Driving the Roads Countries Automatic 37k+ km Feature Roads Recognition 9 out of 10 in-car nav systems use Nokia’s Location 6 Platform
  • 7. One Platform, Enabling Contextually Rich Mobile Experiences Content Platform Maps Positions Places Directions Guidance Traffic Smart Data Apps 7
  • 8. Data, Data, Data +1B Search Queries Annually 11B Probe Points Processed Monthly 147M 24M Map Tiles Route Requests Served Daily per Month +19M Geocoder Requests Daily 55M Positioning Requests Daily 8
  • 10. Central Big Data Analytics Platform? "   One cluster for all needs? "   Do it ourselves, or with help? "   If we build it, will they come? "   Will it pay off? 10
  • 11. Phased Approach Oozie Map Reduce Pig Hive Quartz HBase Scribe HDFS HBase FTP HBase 2010 2011 2012 Build Enhance, Make It Robust… Get Data, and Make It Pay Use it Ourselves 11
  • 12. •  Nokia and Our Big Data Challenge •  Making Hadoop Pay •  Cost Avoidance •  Product Innovation 12
  • 13. Best of Both Worlds •  Key device datasets •  Key location datasets •  Dedicated reporting team •  Reporting largely self-serve •  Expensive storage (€20k/TB) •  Inexpensive storage (€2k/ TB) Key Integration Principle Aggregated Event-level Data Data Projected Savings 2012: €6 Million 13 Nokia Internal Use Only
  • 14. Integrated Solution Touch-points/Devices Consumer-Facing/ Online Serving Front-End (“Fast World”) Enterprise-Facing/ Back-End (“Slow-World”) Oracle/MySQL Reporting Activity Hadoop Cluster Hadoop Tools Logging Cluster (Cognos, Tableau) Teradata Advanced Analysis Other RDBMS Tools Streaming Data Bulk Data Sources Sources Analytics Platform Other systems 14 Nokia Internal Use Only
  • 15. Integrated Solution – Applied to Music On-device app usage Touch-points/Devices Consumer-Facing/ Online Serving Front-End (“Fast World”) Enterprise-Facing/ Back-End Improved Music (“Slow-World”) Recommendations Oracle/MySQL Reporting Activity Hadoop Cluster Hadoop Tools Logging Cluster (Cognos, Tableau) Teradata Advanced Analysis Other RDBMS Tools Streaming Download CDN Bulk Data Music Data logs & Logs Sources metadata Sources Collections Projected Benefit: Analytics Platform Other systems 3M Euros + 15 Nokia Internal Use Only
  • 16. Overview •  Nokia and Our Big Data Challenge •  Making Hadoop Pay •  Cost Avoidance •  Product Innovation 16
  • 17. The Map Is Changing… Cities are possibly our 60% greatest World’s Population in Cities in 2030 achievement, constantly RICH HUNDREDS OF MILLIONS MILLIONS evolving as we Network of Sensors of Mobile Devices of Mobile Users discover new technologies 17 Nokia Internal Use Only
  • 18. …and Needs to Become Personal… Synthesis How A of Us as Who When Individuals Living Interactions Map Where with the Real World What 18 Nokia Internal Use Only
  • 19. …to Everyone 19 Nokia Internal Use Only
  • 20. Using Different Types of Data… Asserted Observed Reference Derived Data Data Data Data …to Create a Human Motion Graph 20 Nokia Internal Use Only