In an on-demand world, consumers will judge brands by their ability to deliver heighted experiences – interactions, literally anywhere – that offer high levels of value and are radically customized and easy to access along the customer decision journey.” McKinsey Quarterly, 2013

1. Confidential © 2014 Actian Corporation1
The 7 Ingredients to Create
Real Value from Hadoop
July 2014

2. Confidential © 2014 Actian Corporation2
“In an on-demand world, consumers will judge brands by
their ability to deliver heighted experiences –
interactions, literally anywhere – that offer high levels of
value and are radically customized and easy to access
along the customer decision journey.”
McKinsey Quarterly, 2013
The Marketing Manifesto for the Digital World
Engage
Customers
Create
Conversations
Transform Brand
Experiences

3. Confidential © 2014 Actian Corporation3
Big Data Creates Significant Opportunities
Personalized Experiences
• Ad, offer, & content optimization
• Location-based content
• Pricing optimization by segment
Better Decision-Making
• True marketing ROI
• Predictive modeling
• Holistic campaign planning
• Profitability by affinity groups
Deep Audience Analysis
• Hyper-segmentation
• Full customer 360°
understanding
• Buying signal analysis
• Customer lifetime value More Effective Spend
• Omni-channel attribution
• Real-time ad & promo optimization
• Media mix optimization
• Brand monitoring

4. Confidential © 2014 Actian Corporation4
Big Data Creates $Billion Opportunities for You
Capture Share
Higher Returns
Higher Profits
Risk
14%
Advanced marketing
mix analysis delivers
higher profits
$226B
Retail Purchases
Online
$200B
15-20% improvement in
return on overall
marketing spend
2017
Year when CMO spend
On IT surpasses CIO

5. Confidential © 2014 Actian Corporation5
Transformational ValueData Explosion
?
Actian Analytics PlatformTM
Analyze ActConnect
Customer
Delight
Competitive
Advantage
World-Class Risk
Management
Disruptive New
Business Models
Turning Digital Data into Transformational Value
Discovery without limitations
Low latency at any scale
Reactive to predictive
Static to dynamic flow
Segment of 1
Best in Class Usage
Design-time & run-time optimization
Linear parallelism
Rich analytics DNA
Pipeline architecture
Affordable unlimited scale
Best in Class Capabilities

6. Confidential © 2014 Actian Corporation6
1. Visual Framework for connecting, blending, & enriching
data, data science discovery, building and testing
predictive models
7 Ingredients to Create Real Value from Hadoop
Connect Blend & Enrich Discover Build & Test Models

7. Confidential © 2014 Actian Corporation7
1. Visual Framework: connecting, blending, & enriching data, data science discovery,
building and testing predictive models
2. 1500 KNIME Operators + R analytics running in parallel
on HDFS + Hadoop = The Open Source Trifecta
7 Ingredients to Create Real Value from Hadoop
Gartner Magic
Quadrant for
Advanced Analytics
Platforms
Source: Gartner (February 2014)

8. Confidential © 2014 Actian Corporation8
Complete End-to-End Analytics on Hadoop
Source: 2013 Rexer Analytics Survey

9. Confidential © 2014 Actian Corporation9
1. Visual Framework: connecting, blending, & enriching data, data science discovery,
building and testing predictive models
2. 1500 KNIME Operators + R analytics running in parallel on HDFS + Hadoop = The
Open Source Trifecta
3. High-Performance, YARN-based data processing engine
running on HDFS
7 Ingredients to Create Real Value from Hadoop

10. Confidential © 2014 Actian Corporation10
High Performance, Parallelized Processing
on HDFS Without Any Programming
Actian Analytics Platform
Hadoop – Leader Node
Optimized, On-HDFS Processing
Query Pipelining
CPU Pipelining
Reuse and share all
components from
operators to
workflows
Optimize
Choose from five sets
of operators:
Connections
Transformation
Data Quality
Analytics
Data Science
Automatically detect
resources, plan
optimal utilization,
and parallelize all
workloads on Hadoop
Use dual pipeline
parallelism to
accelerate
performance 30X
Run fully optimized
processing directly on
the Hadoop node via
YARN
Take processing to
where the data lives,
runs natively on
Hortonworks
Visual Framework
Manage the entire
analytic process in a
visual framework with
no coding required.
≠ ☼ ≡ ∞ ∆ ∑ √ ≈ ∑ = ? # ~ ‰

11. Confidential © 2014 Actian Corporation11
1. Visual Framework: connecting, blending, & enriching data, data science discovery,
building and testing predictive models
2. 1500 KNIME Operators + R analytics running in parallel on HDFS + Hadoop = The
Open Source Trifecta
3. High-Performance, YARN-based data processing engine running on HDFS
4. High-Performance, vector processing engine as the
pattern for SQL on Hadoop
7 Ingredients to Create Real Value from Hadoop

12. Confidential © 2014 Actian Corporation12
The Story of X100 - Vector
Peter Boncz
Performance
X100 Drives Stinger and Impala Aspirations!

13. Confidential © 2014 Actian Corporation13
1. Visual Framework: connecting, blending, & enriching data, data science discovery,
building and testing predictive models
2. 1500 KNIME Operators + R analytics running in parallel on HDFS + Hadoop = The
Open Source Trifecta
3. High-Performance, YARN-based data processing engine running on HDFS
4. High-Performance, vector processing engine as the pattern for SQL on Hadoop
5. Extreme-Performance, super-low latency, massively
parallel analytics engine
7 Ingredients to Create Real Value from Hadoop

14. Confidential © 2014 Actian Corporation14
Libraries of Analytics
MassivelyParallel
Integration
Hadoop
Sophisticated,
Low Latency
Analytics in
Database
Connections for Any Data
Actian Analytics PlatformTM
Enterprise Data
Machine Data
Social Data
Business
Processes
Users
Machines
Applications
Data Warehouse
Real-Time
AnalyticServices
Visual Framework for Data and Analytic Workflows
SaaS Data
Actian Analytics Platform:
Next Generation Big Data Analytics
Amazon
Redshift
High
Performance
Data Science
Natively on
Hadoop

15. Confidential © 2014 Actian Corporation15
1. Visual Framework: connecting, blending, & enriching data, data science
discovery, building and testing predictive models
2. 1500 KNIME Operators + R analytics running in parallel on HDFS + Hadoop
= The Open Source Trifecta
3. High-Performance, YARN-based data processing engine running on HDFS
4. High-Performance, vector processing engine as the pattern for SQL on
Hadoop
5. Extreme-Performance, super-low latency, massively parallel analytics
engine
6. Blueprints to accelerate analytics application
development and value creation
7 Ingredients to Create Real Value from Hadoop

16. Confidential © 2014 Actian Corporation16
Big Data 2.0
Media Mix Modeling Blueprint
IMPACT
FORECAST
ANALYSIS
MARKETING
IMPACT
ANALYSIS
CRMdb
All Relevant
Account Info and
Demographics
CONNECT
BUILD
CUSTOMER
PROFILE
EDWdb
All Relevant Sales
Histories
ANALYZE ACT
MAXIMIZE
REVENUE
FROM
MARKETING
SENTIMENT
AND
CONTENT
ANALYSIS
AGGREGATE
SALES
DATA
Hadoop
Logs
Detailed ePOS
Receipts
SKU LEVEL
SALES DATA
BY GEO
JOIN
DERIVE
AGGREGATE
PREPARE
EDWdb
Marketing Vehicle
Details
CAPTURE
MARKETING
VEHICLES
MARKETING
MIX SALES
CONTRIBUTION
YEARLY CHANGE
REPORT
SALES
VOLUME,
EFFECTIVENES
S, EFFICIENCY
AND ROI
REPORT
NEW MEDIA
MIX
OPTIMIZATION
MINIMIZE
MARKETING
SPEND TO
REVENUE
RATIO
Hadoop
Text Files
Campaign Response
Notes
PREPARE
FOR TEXT
ANALYTICS
CUSTOMER
MATCH
WITH
CAMPAIGNS
VEHICLE
RESULTS
AT GEO,
STORE, SKU
AND
CUSTOMER
LEVEL

17. Confidential © 2014 Actian Corporation17
1. Visual Framework: connecting, blending, & enriching data, data science
discovery, building and testing predictive models
2. 1500 KNIME Operators + R analytics running in parallel on HDFS + Hadoop
= The Open Source Trifecta
3. High-Performance, YARN-based data processing engine running on HDFS
4. High-Performance, vector processing engine as the pattern for SQL on
Hadoop
5. Extreme-Performance, super-low latency, massively parallel analytics
engine
6. Blueprints to accelerate analytics application development and value
creation
7. High performance, industrialized SQL in Hadoop
7 Ingredients Added to Hadoop to Create Value

18. Confidential © 2014 Actian Corporation18
Comprehensive – covers full analytic process: data blending & enrichment, discovery &
data science, analytics & operational BI
Accessible – standard ANSI SQL-92 to support standard BI tools; plus key advanced
analytics including cube, grouping sets and windowing functions
Optimized – mature, proven planner and optimizer; optimal use of every node, CPU,
memory, and cache
Secure – native DBMS security including authentication, user and role-based security,
data protection, and encryption
Reliable - fully ACID-compliant with multi-version read consistency, plus system-wide
failover protection
Manageable – resources managed automatically in Hadoop via YARN
Consumable – now usable by millions of users with every SQL tool and application on
the planet
Scalable – unlimited expansion to handle extreme #s of users, nodes, data
The Seventh Ingredient Adds Perfection
Actian – The Most Industrialized SQL in Hadoop

19. Confidential © 2014 Actian Corporation19
Libraries of Analytics
Hadoop
Connections for Any Data
Actian Analytics Platform – Hadoop SQL Edition
Visual Data Science and Analytic Workbench
High
Performance
Analytics
Processing
Industrialized
SQL Access &
Operational BI
Natively in
Hadoop
Actian removes all barriers for business access to
big data analytics
Business
Processes
Users
Machines
Applications
Expansive Connectivity  Data Blending & Enrichment  Discovery  Data Science  Analytics  Operational BI
Enterprise Data
Machine Data
Social Data
Data Warehouse
SaaS Data
Amazon
Redshift

20. Confidential © 2014 Actian Corporation20
Actian transforms Hadoop from a data lake into a high-
performance analytics platform
Actian Analytics Platform – Hadoop SQL Edition
Industrialized, High-Performance SQL in Hadoop
Only end-to-end analytic processing natively in Hadoop
Highest performing, most industrialized SQL in Hadoop
Removes all barriers for business access to big data analytics
Unleashes millions of business-savvy SQL users on Hadoop data
Outperforms Cloudera’s Impala by up to 30x

21. Confidential © 2014 Actian Corporation21
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