Peopleware. Introduction to Enterprise DataMashups


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Presentation to Peopleware at Madrid, Spain.

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Peopleware. Introduction to Enterprise DataMashups

  1. 1. When Business Met IT Can Two Friends Mashup Together and still Love each other in the Morning? Introduction to Enterprise Data Mashups September 4 th 2008 Justo Hidalgo VP Product Management and Consulting [email_address] Copyright held by the film company or the artist. Claimed as fair use regardless.
  2. 2. Mashups are Crossing the Chasm
  3. 3. Agenda <ul><li>Background </li></ul><ul><li>Enterprise Mashups </li></ul><ul><li>Web mashups and Enterprise Data Mashups </li></ul><ul><li>Some real-world examples </li></ul><ul><li>Research Areas </li></ul>
  4. 4. Denodo <ul><li>Company </li></ul><ul><li>Founded 1999, Europe 2005, NA HQ in 2006, APAC SIs 2007 </li></ul><ul><li>Profitable in Europe; Venture-backed global expansion </li></ul><ul><li>Operations </li></ul><ul><li>Americas & EMEA; VARs in Asia </li></ul><ul><li>75+ Customers – Telco, Fin Svcs, Energy, Health, Govt / Defense </li></ul><ul><li>Expanding Partners - Focused ISVs, SaaS, SI/VARs </li></ul><ul><li>Product (Denodo Platform 4.5 - Enterprise Hardened) </li></ul><ul><li>Enterprise Data Mashups & Web Automation </li></ul><ul><ul><li>Data Integration of Structured, Web and Unstructured Information </li></ul></ul><ul><ul><li>Fast, Agile Deployments in under 30 days </li></ul></ul><ul><li>Technology Focus: Data Integration, Web 2.0 & Mashup Enabler </li></ul><ul><li>Targeted Solutions: Intelligence, Single View, Web Automation </li></ul><ul><li>Tenths of projects in the last 12 months to learn from </li></ul>
  5. 5. Moi <ul><li>VP Product Management and Consulting, Denodo Technologies, Madrid </li></ul><ul><ul><li>Two hats: Product Management, and Sales Engineering and Consulting </li></ul></ul><ul><ul><li>Ph.D. Computer Science, Query Optimization in Mediators of Web Sources </li></ul></ul><ul><ul><li>Working in Enterprise Data Integration since 2000 </li></ul></ul><ul><ul><li>jhidalgo at domain denodo dot com </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>This presentation will be available at: </li></ul><ul><ul><li> </li></ul></ul>
  6. 6. Enterprise Mashups
  7. 7. Needs 1. Aggregate Data 3. Exchange Data Enterprise Suppliers Customers 2. Enrich Data Apps Data Services
  8. 8. Enterprise Mashup Architecture, according to the Analysts
  9. 9. Denodo Combines the “Innovation” of Web Mashups … “ These technologies are more basic, with ease of use as the primary design criteria” “ These technologies will, for the most part, not satisfy a broad robust enterprise need but may serve as point tools to enhance the overall strength of the enterprise mashup architecture.” - Gartner
  10. 10. With “Enterprise-Class” Features and Quality of Service “ Denodo Technologies - Cool Vendor 2007” “ Denodo offers mashup capabilities that are very strong in accessing and processing information from a variety of internal and external sources for delivery as a &quot;mashable&quot; feed.” Information integration is their core competency. ” - Gartner
  11. 11. Enterprise Data Mashup Architecture, according to us 
  12. 12. A little bit more detail
  13. 13. Web and Data Mashups
  14. 14. Web Mashups vs. Data Mashups <ul><li>Web Mashups </li></ul><ul><li>Visual centric </li></ul><ul><li>Data relationships are simple </li></ul><ul><li>End-user driven enabled by APIs / tools </li></ul><ul><li>No QoS guarantees – as is </li></ul><ul><li>Simple Web security </li></ul><ul><li>Data Mashups </li></ul><ul><li>Data & Information centric </li></ul><ul><li>Deep transformations & semantic relationships </li></ul><ul><li>Interact with Enterprise ecosystem </li></ul><ul><li>Business analyst driven w/ user control options </li></ul><ul><li>Enterprise QoS- Query Optimization, Reliable, Failover, etc. </li></ul><ul><li>Policy-based security </li></ul>ENTERPRISE ECOSYSTEM Enterprise Infrastructure / Web Platform Enterprise & Web Applications RIA, Social Software, GUI, Portals
  15. 15. Mutual Benefits Web Mashups Data Mashups Enterprise Data Integration BPM ESB EAI ETL Data Warehouses Enterprise Infrastructure / Web Platform Enterprise & Web Applications RIA, Social Software, GUI, Portals ENTERPRISE ECOSYSTEM WEB MASHUPS DATA MASHUPS User experience / global access Enterprise-class features ?
  16. 16. Requirement Areas
  17. 17. Mashups for Business Users / For Power Users and IT <ul><li>User experience </li></ul><ul><ul><li>Pipes&Filters, Data Federation </li></ul></ul><ul><li>Heterogeneous granularity for different levels </li></ul>
  18. 18. Enterprise-class features… <ul><li>Security </li></ul><ul><ul><li>LDAP access, user and role permission levels, … </li></ul></ul><ul><ul><li>But also: Secure VPNs, secure communications, encryption, SSO </li></ul></ul><ul><ul><li>EXAMPLE: Financial Aggregation </li></ul></ul><ul><li>HA/Scalability </li></ul><ul><ul><li>Load balancing </li></ul></ul><ul><ul><li>Federated and distributed architectures </li></ul></ul><ul><ul><li>EXAMPLE: TELE-2/Vodafone Call Center </li></ul></ul><ul><li>Performance </li></ul><ul><ul><li>Asynchronous access </li></ul></ul><ul><ul><li>Parallelism </li></ul></ul><ul><ul><li>Execution Plan Optimization techniques </li></ul></ul>
  19. 19. … Enterprise-class features <ul><li>Data Transformations </li></ul><ul><ul><li>Biopharma example: contextual summaries, patterns and regular expressions </li></ul></ul><ul><ul><li>LinkedForce example: textual similarity </li></ul></ul><ul><li>Data Management… don´t get me started  </li></ul><ul><ul><li>What are the boundaries between mashups and MDM, Data Quality tools? </li></ul></ul><ul><li>Standards and Integration </li></ul><ul><ul><li>JSR-168, JMX, JMX, JDBC, ODBC, WS-*, microformats, … don´t you love standardization bodies? </li></ul></ul><ul><li>Packaged Apps </li></ul><ul><ul><li>SAP, Siebel, Oracle Apps, Greenscreens, … </li></ul></ul>
  20. 20. Automatic Browsing and Structure <ul><li>Maintenance </li></ul><ul><ul><li>Sources change… specially Web Sites!!! </li></ul></ul><ul><li>Automatic Extraction </li></ul><ul><ul><li>Schema matching </li></ul></ul><ul><ul><li>Automatic wrapper induction </li></ul></ul><ul><li>Automatic Browsing </li></ul><ul><ul><li>Taxonomy-based path recognition </li></ul></ul><ul><ul><li>Form updates </li></ul></ul>
  21. 21. Research <ul><li>Architecture </li></ul><ul><ul><li>A new Mashup Reference Architecture </li></ul></ul><ul><li>Web Data Extraction </li></ul><ul><ul><li>Automatic Web Data Extraction </li></ul></ul><ul><ul><li>Automatic Web Maintenance </li></ul></ul><ul><ul><li>Extraction Templates </li></ul></ul><ul><li>Enterprise-class </li></ul><ul><ul><li>Query Optimization Techniques </li></ul></ul>
  22. 22. 1. Data Aggregation
  23. 23. Holistic View of Customer - Solution Architecture Clientes Ventas Siebel Singl.eView Street directory Remedy Enterprise Data Mashups Vitria Product Catalog TV Scheduling Excel, CSV, .. Network Services Provision CRM, … Customers CC Customer Support Service Portal Internet Distributors Distributors Portal Marketing Dpt. Sales Dpt. After-Sales Dpt. Registry Debt Control Competitor Price Comparison
  24. 24. 2. Data Enrichment
  25. 25. Competitive Price Comparison … Denodo Web Automation & Extraction Can Access Structured Data Hiding Behind Web Interfaces Access Competitors Website for up-to-date product information Automatic web navigation – use zip code to find available products in your area Extract product information from websites into internal database Websites contain product information Internal Database
  26. 26. Competitive Data Mashup for Sales Automation Leads Process Automated by Denodo Competitors Physician Registry Industry Organizations Leads Sorted by Territory CRM System
  27. 27. Workflow - Measure Lead Quality Combined physician list CRM Contact History 3. Workflow Publish Process Extracted Name Contact Name Pamel, Gregory J. Pamel, Greg J. Belmont, Sandra Belmont, Sandy Fox, Martin L. Fox, Martin Qualifications & Academic Listings Names <ul><li>Quality of Lead – based on: </li></ul><ul><li>On Competitor Site (1 pt) </li></ul><ul><li>Prominence (1 pt) </li></ul><ul><ul><li>matches 2 or more keywords </li></ul></ul><ul><li>Location - near rep (1 pt) </li></ul><ul><li>In CRM System (1 pt) </li></ul>Lead Quality 3,4 pts - High 2 pts – Med 1 pt - Low Name Association to Keywords Keyword Taxonomy Filters LASIK Excimer laser Keratomileusis Microkeratome Bladeless PRK - Photorefractive Keratectomy Refractive Surgery Index of all keywords associated with names
  28. 28. Publish - Map New Leads based on Quality Score Visual Competitive Sales Guide Hi Score Med Score Low Score Key
  29. 29. 3. Data Exchange
  30. 30. Q&A Justo Hidalgo VP Technology [email_address]