This document summarizes a presentation on data and advanced analytics. It discusses typical data architectures, identifying opportunities to make an impact through analytics, and identifying requirements for proofs of concept. The presentation agenda includes introductions, typical architectures, impact areas, and requirements for pilots. It also discusses using analytics to solve product, customer, and operations focused problems.

1. Data & Advanced
Analytics
Technical Track
by
ZIFF
winners of the Big Mountain Data Competition
ziff.io & @ziffio

3. introductions
what you hope to gain

4. Data Products
Data Aggregation
Analytics
Recommended Action
Activity

5. Objectives
● Easy to try n-scale nosql you can push to
aws
● Use cases & Skullcandy
● Relevant to you & your company
○ Problem types
○ Solution types

6. Upfront Contract
YES
Business value
Specific to your needs
Getting started and next
steps
Well formed next-step
Collaboration
NO
Me-too
Latest hotness
What the big guys are doing
Unrealistic/overly complex
Long lectures

7. Agenda
1. Introductions
2. Typical architectures
3. Identify where to make an impact
4. Identify requirements for a POC
5. Wrap up

8. data collectors
bulk
store
batch
process
live
store
api
service
ui
Datacenter
AWSand/or
“Analytic”
queues & oltp
*SQS
redis or couch
mongodb
rdbms
olap
mongo
Hbase
Thrift/Protobuf/AVRO
sockets style
*messagepack based
netty
kafka
*kinesis
apps
*elastic beanstalk
ec2/vm + load balance
emitters
*messagepack
*s3
ebs
*HDFS
cassandra
columnar
on file system
M/R based (pig, hive)
Graph based
off file system
anything language
diy json
mongodb
*BaaSes
postgres
column
Hbase/Impala
*cassandra
graph
cypher
gremlin
search
elasticsearch
*stupid-simple-n-scale
cloud/dc apps
ec2/vm + load balance
*elastic beanstalk
sql-ish
Phoenix
Cassandra
graph
Gremlin
Cypher
search
elasticsearch
d3
nvd3.js - simple
d3.js - complex
dc.js - dimensions
putting the long-A in OLAP

9. data
stream
process
bulk
store
batch
process
live
store
api
service
ui
Datacenter
AWSand/or
Stream
just process
storm
spark + shark
machine learning
storm + trident
spark + mllib

10. impact
alignment = buy-in

12. Product Innovation/
Product Leadership
Customer
Relationships/
Customer Intimacy
Infrastructure Mgmt/
Operational
Excellence
Economics Early market entry enables
charging premium prices and
acquiring large market
share; speed is key
High cost of customer
acquisition makes it
imperative to gain large
wallet share; economies of
scope are key
High fixed costs make large
volumes essential to achieve
low unit costs; economies of
scale are key
Competition Battle for talent; low barriers
to entry; many small players
thrive
Battle for scope; rapid
consolidation; a few big
players dominate
Battle for scale; rapid
consolidation; a few big
players dominate
Culture Employee centered; coddling
the creative stars
Highly service oriented;
customer-comes-first
mentality
Cost focused; stresses
standardization,
predictability, and efficiency
Business
Business Model Generation

13. Product Customer Operations
==MARKETING==
Who are your potential
customers?
What do they want?
Brand loyalty?
What’s next?
e.g
Customer seg/profile
Market analysis
Sentiment
==SALES==
What motivates
customers?
Which channels work
best?
What else do they
need?
e.g.
Engagement
Churn
Conversion
Offers
Channel attribution
==OPS==
How long will X
function?
How much product?
waste?
Will Y be cheaper?
e.g.
Yield optimization
Failure rates
Futures
Competing on analytics

14. Product focused problems
● Marketing
○ Keywords
○ Channel Attribution
○ Rev/Cost per channel
○ Targeting
○ Profiling
○ Markets (at large, PPC, etc.)

15. Customer focused problems
● Sales
○ Sentiment
○ Retention & Churn
○ Profile
○ Customer Support
○ A/B & Multivariate
○ Offers

16. Operations focused problems
● Ops
○ Failure rate
○ Yield optimization
○ Pricing & Costing
○ Time to ____
○ Traveling Salesman
○ Backpack

17. Key
Partnerships
Key Activities
PLATFORM MGMT
MANAGING
SERVICES
EXPANDING REACH
Value
Propositions
TARGETED ADS
FREE SEARCH
MONETIZING
CONTENT
Customer
Relationships
Customer
Segments
ADVERTISERS
WEB SURFERS
CONTENT
CREATORS
Key Resources
SEARCH
PLATFORM
Channels
Cost Structure
PLATFORM COSTS
Revenue Structure
KEYWORD AUCTIONS
FREE
Business Model Canvas: Google
Business Model Generation

18. Key
Partnerships
Key Activities Value
Propositions
Customer
Relationships
Customer
Segments
Key Resources Channels
Cost Structure Revenue Structure
Your Business Model Canvas
Business Model Generation
12

19. Gain, Pain, & Google
You
GainGain
Creators
Pain
Relievers
Pain
JobsProducts &
Services
FIND STUFF
TOO MANY THINGS
OFF TOPIC
SAVE TIME
PERSONALIZED
CAPACITY
TARGETING
SIMPLE UI
MAGIC
WEB SEARCH

20. Gain, Pain, & Customer/Revenue-side Analytics
You
GainGain
Creators
Pain
Relievers
Pain
JobsProducts &
Services

21. Gain, Pain, & Partner/Cost-side Analytics
Partner
GainGain
Creators
Pain
Relievers
Pain
JobsProducts &
Services
You

23. local to cloud
M/R
AWS

24. exercise
identify key components related to pain(s)

25. Skullcandy
Focus: Get more customers with online channel
Know
● Who
● vs Competition
Be able to
● Target
● Get in front
Profile
● muses & personas

26. What must be true?
What must be true in order to
detect/identify/catch ___________________?
● know
● be able to
● profile (story)

27. … in order to get the info
● people
● data points
● resources

28. … in order to use it
● metric(s) or key results
● tools
● technology
● expertise

29. Wrap up
Hope
You & your organization will incorporate
advanced analytics as part of your competitive
strategy in your market.

30. Wrap up
Belief
Data & Advanced Analytics can be key in better
aligning your business with strategic objectives
and can be ideal for helping to measure key
results in the course of meeting those
objectives.

31. Wrap up
Dare to dream
● Innovation as accepted norm in your enterprise
● Employees feel greater autonomy, mastery, purpose
● Shared, well defined, measurable vision and objectives
● Leaner, more productive organizations
● Delight customers

32. Thank You!
info@ziff.io
@ziffio
Sponsors