Datumize is a software vendor established in 2014 in Barcelona (Spain) working on data integration technology. We develop innovative products that allow companies to enjoy actionable insights based on Dark Data - data not stored and therefore not used. Our secret sauce is a proprietary and powerful data collection engine, Datumize Data Collector (DDC), that gets data from fancy sources that most other vendors do not consider.

1. The hidden opportunities of Dark Data
www.datumize.com
Datumize Deck

2. Data is the raw material for almost every
innovation project...
of large corporations are running
smart data* projects, and other 30% are
planning to start one.
MCKINSEY
40%
of business leaders don’t trust the
information they use to make decisions.
IBM
1/3
* SIEMENS infographic explanation about smart data

3. … and the reason why many of these
projects are failing
of the companies using Big Data have
not been successful in data-driven
insights.
DATAVERSITY
63% 18 months
is the average time* corporations are
investing to develop a data gathering
project internally.
DATUMIZE
* Datumize research on corporations +5k headcount

4. of the data in the world today has
been created in the last two years.
IBM
90%
of data is dark data*; the great hidden
resource that flows untapped through
major organizations.
KPMG
80%
* GARTNER definition of dark data: information assets organizations collect, process and store
during regular business activities, but generally fail to use for other purposes
Gathering the right data is still a
challenge for most corporations

5. STORED AND USED DATA
(KNOWN)
DATABASE, FILES,
DATA WAREHOUSE
STORED BUT
NOT USED DATA
(TO BE DISCOVERED)
BIG DATA, SILOED DATABASES,
MAINFRAME, ERP/CRM
NOT COLLECTED, NOT STORED
AND NOT USED DATA
(UNKNOWN)
NETWORK, TEMPORARY DATA,
MACHINES & SENSORS (IoT),
WIFI TECHNOLOGIES,
DISTRIBUTED LOCATIONS
1-5%
85-99%
Dark Data Opportunity
Companies are not collecting more than 90% of
total generated data.
5-10%
Sources: IDC, Datumize Research
DARK DATA
TRANSACTIONAL
DATA
TRANSACTIONAL
DATA

6. Opportunities in different Industries
Datumize is unleashing big opportunities in leveraging Dark Data to
innovate, grow and gain competitive advantage for a number of industries
TRAVEL INDUSTRY 4.0 WAREHOUSING RETAIL
FINANCE HOSPITALITY TELCO OTHERS

7. MARKETING AND SALES OPERATIONS AND PRODUCTION
Feeding intelligence with new and better data
is a strong competitive advantage
Leverage the right data is the lever for success for many areas in a corporation.
○ Deep and consolidated customer,
demand and pricing intelligence.
○ Personalization at scale.
○ Advanced analytics, predictive and AI
projects for better customer experience.
○ Streamlined process for greater
efficiency and cost reductions.
○ Trigger fast reaction to ever changing
business conditions.
○ Innovations in products and processes.

8. Datumize is a software vendor established in 2014 in Barcelona (Spain) working
on data integration technology.
We develop innovative products that allow companies to enjoy actionable insights
based on Dark Data - data not stored and therefore not used.
Our secret sauce is a proprietary and powerful data collection engine, Datumize
Data Collector (DDC), that gets data from fancy sources that most other vendors
do not consider.
What is Datumize
“Regardless whether data are flowing, captive or hidden, we’ll get them”.

9. Integrate new data from unexplored sources
Expand and improve your data ingestion by gathering data from new sources
Storage Analytics Streaming Governance
& Quality
Compliance
& Security
Visualization
ENTERPRISE DATA
& ANALYTICS
PLATFORM
DATA
SOURCES
Database · Legacy ·
API · Files · Apps ·
Web · Mobile
Messages · Sensors ·
SCADA · PLC · OPC ·
Control & Automation
Network · Wi-Fi ·
Industrial Machines ·
Distributed Locations
TRADITIONAL IOT STREAMING DARK DATA
DATA
INTEGRATION

10. Hidden sources for Dark Data
NETWORK TRANSACTIONS INDUSTRIAL NETWORKS
WI-FI TECHNOLOGY DISTRIBUTED LOCATIONS
Tons of in-transit data remain hidden and
unleveraged due to the difficulty of collecting and
processing temporary transactions flowing over
the network (API, XML integrations, etc.) without
the hassle of modifying the backend systems.
Unconsolidated IT landscapes with legacy
systems and/or heterogeneous technologies are
the main reason why the companies still have
data silos. They face a big challenge to integrate
such distributed silos into corporate intelligence.
Highly valuable operational data is trapped inside
machines, devices and sensors. Vendor lock-in,
proprietary protocols and lack of interoperability
have inhibited machine data to be shared and
used to govern and unlock efficiencies.
Wi-Fi, an ubiquitous technology that is present in
almost every facility, generates a huge variety of
data that remains poorly explored but can be used
for delivering motion intelligence to the
companies.

11. Why digital leaders are using Datumize?
Datumize is an Enterprise Data Integration software to smoothly capture Dark Data, process using a real-time
data flow, and prepare for storage in an enterprise platform to unleash analytics and insights.
FLEXIBLE
Suiting the ever-changing needs of our
client's data projects and business/IT
requirements.
DEEP
Proprietary capture technology capable of
accessing sophisticated, complex and
unexplored data sources.
NON-INTRUSIVE
With no impact on critical systems and no
modifications to existing hardware and
software systems.
FAST
Meeting the modern velocity needs and
providing continuous monitoring and
real-time alerts.
COMPLIANT
Ensuring the full data privacy and always
keeping data ownership for our clients.
ENTERPRISE
Enabling enterprise data governance and
including pluggable integration, analytics
and visualization layers.

12. DATUMIZE PRODUCT SUITE
CAPTURING DARK DATA
Datumize Data Collector
(Software)
Datumize Appliance
(Data Collector in-a-box, physical
hardware or virtual container)
Datumize Zentral
(Cloud platform for Datumize
project design, management,
deployment and monitoring)
LEVERAGING DARK DATA
Datumize Data Box
(Cloud for data preparation
and storage)

13. DATA CENTER
On-premises or cloud
REMOTE PREMISES
Distributed / IoT
ERP B2B
Network
POS
Legacy
systems
WiFi
Sensors
WiFi AP
REMOTE PREMISES
WiFi Enabled
FACTORY
Industrial Networks
PLC
SCADA
OPC
DATUMIZE DATA BOX
OTHER PLATFORMS AND SYSTEMS
Aggregation Filtering Computing Storage
DATUMIZE ZENTRAL - Configuration, Deployment, Management, Monitoring
Analytics Big Data Custom Apps Automation
Structured network
transactions (sniffing +
deep packet inspection)
Database queries
Local sensors/files
Custom logic
(edge processing)
WiFi/Sensors data
Position
SNMP/RTLS
Industrial protocol
network traffic
(structured)
DDC
Governance Compliance Streaming Cloud
DDC
Overview on Datumize products capturing and integrating data for enterprise scenarios.
Datumize Product Suite
Refined and
structured
information
DDC
WiFi AP
BLTE
beacons
DDC

14. Datumize
Success Cases

15. From Network Data to Customer Insights
Data Source Type of Data Ingestion
Technique
Preparation Steps Usage and
Benefits
Data Center
Backend systems
(CRM, ERP, web,
mobile, mainframe,
middleware)
Integrations (API
REST, WS, EDI, etc)
Ephemeral or not
stored transactions
○ Searches
○ Lookups
○ Any transaction not
fully stored in a
database/log.
Network Sniffing
and Deep Packet
Inspection (DPI)
○ Real-time
○ Software-based
○ Physical/virtual
○ Data-drift aware
Protocol assembly
(TCP, UDP, others)
Content parsing (XML,
JSON, text, others)
Scriptable business
logic (calculations)
Understand what
you are not doing
○ Missing sales
○ Next best product
○ Actual omnichannel
customer behaviour
○ Detect customer
churn conditions

16. Vueling (Airline, Spain)
Datumize Technology
○ Datumize Data Collector (DDC).
○ Datumize Data Box.
Key Metrics
○ Up to 50M transactions/day.
○ Zero-latency overhead.
○ 75 Business and Technical metrics.
Key Results
○ Timely identification of route optimization
opportunities (new routes found).
○ Deep understanding of customer segments.
○ Continuous technical monitoring & alerts
(network issues found).
“We have been losing relevant data for years and tried different projects
in the past with our team. Datumize technology allows us to nail down
the right data without any interference into systems.”
Jonathan Guerrero, Innovation Manager at Vueling.
Vueling Data Center (Barcelona)
Vueling
Booking
System
B2B API
(Web Services)
Datumize Data Box
Aggregation Storage
Vueling Cloud (AWS)
Tableau Users
DDC Aggregation
15-min window, on
premises aggr, 75 metrics
Router
Port Mirroring
XML traffic
Firewall
Load Balancer
Pool of DDC
Crunching XML web
services and
extracting metrics
DDC
Data consumption
Structured data
model and metrics.
DDC

17. From Industrial Data to Operational Insights
Data Source Type of Data Ingestion
Technique
Preparation Steps Usage and
Benefits
Factories and remote
equipment
Industrial machines
Control and
automation systems
Machine control
operations and
internal status
○ Runtime metrics for
internal variables
○ Control operations
Network Sniffing
and Deep Packet
Inspection (DPI)
If traffic exists, no
overhead to machine
Active polling
If traffic doesn’t exist.
For disconnected
machines.
Protocol assembly
(OPC-DA, OPC-UA,
Modbus, others)
Message reformat
(XML, JSON)
Enterprise data
platform message
upload (MQTT, Kafka)
Efficient and
convenient machine
data acquisition
○ No overhead
○ Custom protocols
○ Leverage modern
data platforms and
data scientists

18. Standard MQTT
CEPSA (Oil & Gas, Spain)
Datumize Technology
○ Datumize Appliance (Software or Hardware
depending on refinery) for data capture.
○ Datumize Appliance for secure bridge (DMZ).
Key Metrics
○ 10.000 tags/minute, using multi-threaded
and bandwidth controlled MQTT
○ OPC-DA and ModBus captured.
○ Control loops: Honeywell, Yokogawa.
Key Results
○ Streaming ingestion into CEPSA cloud.
○ Immediate data availability (no changes to
hardware/software in control systems).
○ Overhead reduction in Historians.
“Data is our ‘digital capital,’ with oil and gas technical opportunities
lying in data use; the ability to unlock and capture the smart data
we need to generate value penetrates all company levels.”
Miguel Ángel González Dova, Head of Digital Strategy at CEPSA
Replicated traffic
(industrial protocols)
Streaming upload
Structured data, MQTT,
secure, bridged optionally
Switch/Router
System
A
System
B
CEPSA REFINERY
CEPSA DATA LAKE
(AWS EUROPE)
Control
Server
OPC
Server
Control loop (level 3)
Control loop (levels 0 to 2)
SCADA
PLC
Control
System
Op & Eng
Consoles
Historian
Collector
DATUMIZE APPLIANCE
Excel
integration
Time-series
storage
Analysts
integration
OPC DA/UA Proprietary

19. From Wi-Fi Data to Motion Intelligence
Data Source Type of Data Ingestion
Technique
Preparation Steps Usage and
Benefits
Wi-Fi enabled
premises
Mission-critical Wi-Fi
(warehouse)
Customer-experience
Wi-Fi (hospitality,
retail)
Mobility events
○ Position (X, Y)
○ Movement A-->B
Wi-Fi active polling
○ SNMP
○ RTLS-like
○ REST API
○ Access Point or
controller
Trilateration and
fingerprint positioning
(static environments)
Heuristics (speed,
materials, no-route)
Artificial Intelligence
(path finding)
Optimize operations
○ Minimize distance
○ Measure & compare
Customer experience
○ Cross-selling
○ Minimize queues

20. FM Logistic (Warehousing, France)
Datumize Technology
○ Datumize Appliance (Hardware) or DCC (Soft).
○ Datumize Data Box (HQ).
Key Metrics (selected warehouse France)
○ 80 WiFi Access Points.
○ 10.000 operations (missions) per day.
○ +200k WiFi signals captured per day.
○ Integration with Reflex WMS.
Key Results
○ Estimated path / Detected path / distances
calculated for each mission.
○ Ghost missions: activity between missions.
○ Hourly heatmaps: concentration of activity.
○ Detailed productivity comparison.
“Datumize has found a way to reach information that we knew
was there but could not touch before. Thanks to them and
their algorithms, we are having insights on our activity that is
allowing different approaches to problem-solving and day to
day activity management.”
Alina Bunea, Innovation PM at FM Logistic
DDC
File connector
Missions, vehicles,
employees.
FM Logistic - Warehouse Data Center
WiFi APs
(all warehouse)
WMS
API Source
Sensor/BLTE
API query
Beacons
(sensitive areas)
DATUMIZE
APPLIANCE
Datumize Data Box
Aggregation Relational
Storage
FM Corporate Data Center
Tableau
Dashboards
Business
Users
Kafka connector
Structured metrics, asynchronous, high
throughput, for aggregation and
storage.
SNMP Source
AP query
Mobility connector
Heuristics and AI-based
(A*) processing.

21. Bahía Príncipe (Hotels, Spain)
Datumize Technology
○ Datumize Data Collector
○ Datumize Data Box (HQ)
Key Metrics (one hotel)
○ 365 WiFi Access Points
○ 340 rooms
○ 15M WiFi signals captured per day
○ Integration with Oracle DWH
Key Results
○ Guest check-in and check-out time
○ Hotel heatmap per hour to identify hot areas.
○ Facilities usage (pool, restaurant, lobby,...)
○ Connected devices per area.
“I wish we had Datumize years ago when we started to figure
out how to understand better our guests behavior. We always
missed a lot of information. Datumize makes it now
transparent and we react faster.”
Mateo Ramón, CIO Grupo Piñero
CISCO
Controller
Common Areas
Access Point
Room
GPON
Standard
Switches
GPON
Network
Datumize Data Box (cloud)
Aggregation
Relational
Storage
PIÑERO SYSTEMS
Qlik Sense
Dashboards
Grupo Piñero
Data Center
DATUMIZE SERVER
on-premise
DDC
CORE L3
Huawei
DATA CAPTURE
REST/S
NMP
REST
Motion
events

22. From Distributed Data to Consolidated Intelligence
Data Source Type of Data Ingestion
Technique
Preparation Steps Usage and
Benefits
Multiple remote and
heterogeneous
premises
○ Retail shop
○ Branch office
○ Franchise
○ Different countries
and regulations
Siloed data in
multiple formats
○ Point of Sale
○ Sensors
○ Wi-Fi
○ Ad-hoc hardware
Active polling
○ Databases (POS)
○ REST API (Sensors)
○ SNMP (Wi-Fi)
Protocol details (i.e.
Microsoft Access)
Message reformat
(XML, JSON, CSV)
Upload to enterprise
data platform (File,
SFTP, queue)
Understand your
siloed information
○ Real time sales
○ Lost sales
○ Customer visits
○ Operational
inefficiencies

23. Shop 3
POS
Database
Shop 2
POS Database
Nielsen (Retail, Spain)
Datumize Technology
○ Datumize Data Collector.
○ Datumize Data Box.
Key Metrics
○ Sales metrics (panel): total sales, average basket
size, average ticket value, etc.
○ Metrics: top products, groups and categories.
○ Store metrics (benchmark).
○ Prices and promotions.
Key Results
○ Consolidated and timely sales data for 2 different
POS systems, widely deployed for veterinary clinics.
○ Continuous monitoring of pricing and promotions.
○ Deep understanding of product mix.
○ Tracking store performance.
DDC
Shop 1
Datumize Data Box
Aggregation Relational
Storage
Client visualization layers
Nielsen
Analysts
Shop Owners
DDC polls POS
Periodically reads
POS database
Homogeneous sales data
Cleansed and processed locally,
CSV format, secure batch upload
Point of Sale
Multiple vendors
“Datumize technology provides a digitalization agent that we
have leveraged according to our strategic vision of
transforming the way we capture retail sell-out data for our
key panels and some new tactical industries.”
Gonzalo Sánchez, Iberia Client Operations Leader

24. www.datumize.com / contact@datumize.com / +34 93 595 23 43
Put your dark data to work!