The document outlines HP's vision and strategy for a big data platform, emphasizing the importance of transforming data into a strategic asset for organizations. It highlights the limitations of current data management practices, the need for an extensible platform that integrates tools like Vertica, IDOL, and Hadoop, and presents various use cases across different industries. HP aims to enable organizations to harness their data to create actionable insights and improve operational efficiency.

1. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
HPSoftware
Big Data platform vision and strategy
Guido Pezzin
HP Software Big Data
guido.Pezzin@hp.com
SOFTWARE INNOVATION CONFERENCE
Come cambia la natura del business delle aziende e l’industria del software
Milano, 25 Maggio 2015

2. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Data is your organization’s most strategic asset...but
how do you unleash that value?
Monetize
Differentiate
Personalize
Monitor
Meter
Optimize
Predict
Explore
Serve
Act
How to
turn
your
data
into
an
asset?

3. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
It takes a Big Data platform to “cash in” your data assets
• Only .5% of data in the average organization is
tagged and analyzed
• Information silos - everywhere
• Tools for finding and understanding information,
tied to origin and format
• Queries take too long and are too rigid,
difficult to uncover opportunities, patterns or
unexpected threats
Siloed data challenge
• Ad hoc discovery—find what’s in the data without
pre-structuring
• Ubiquitous but secure data access
• Real time data collection and analysis, any format,
any data source
• An extensible platform to harness100% of your
data, on-premise, in the cloud
Big Data platform answer

4. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Vision: Deliver the industry’s best Big Data platform.
Mission: Capture the hearts and minds of developers and enterprises, by
enabling them to harness100% of their data to create actionable
insights, products and services that create value, delight
consumers and enrich lives.
Offering: An extensible platform that combines the best of Vertica, IDOL and
Hadoop to acquire, explore, serve and act upon information at
scale and speed, on-premise, and in the cloud.
How: Platform. Team. Customer Experience. Execution.
HP Big Data platform vision

5. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Powered by the industry’s leading Big Data engines
“Analysis at the speed of business”
HP Vertica Analytics Platform:
Purpose-built analytics platform to manage petabytes of
data at massive scale with blazing-fast analytics
How it works:
Columnar architecture with intelligent data compression,
built-in analytic functions, and open integration to meet
analytic use cases
Key advantage:
Extremely accessible technology to manage and analyze
massive volumes of data in seconds, not weeks
Spectrum of use cases:
Network QoS, supply chain optimization, ecommerce
analysis, sensor data analytics, customer analytics
Vertica
“Structure and insight from chaos”
HP IDOL:
Information platform for processing free text, audio,
video, image and “create” structured data
How it works:
Probabilistic modeling and
pattern-matching to understand
concepts in information in context
Key advantage:
Analyze diverse forms of unstructured information to
probe and explore data
Spectrum of use cases:
Information governance, eDiscovery, knowledge
management, insider trading
IDOL
Understand
& analyze
100% of your
information
from any
source, with
extreme speed
and scale

6. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Big Data Platform
Extensible Big Data platform —
on premise & in the cloud
Big Data on Hadoop
Robust solution use cases

7. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
• Promotional Testing
• Claims Analyses
• Patient Records Analyses
• Clinical data Analyses
• Fraud Monitoring
• Financial Tracking
• Tick data back-testing
• Behavior Analytics
• Click Stream Analyses
• Network Analyses
• Customer Analytics
• Compliance Testing
• Loyalty Analysis
• Campaign Management
Hundreds of customers finding answers

8. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Communications, Media, & Entertainment
Industry Priorities
• Understand subscriber behavior
• Develop new services and
applications
• Manage and optimize networks and
devices
• Plan network capacity and equipment
• Analyze large volumes of data – Call
Detail Records (CDRs), network,
machine data
• Enhance customer satisfaction,
retention, and profitability
Segments Served
• Communications Service Providers
• Mobile & Wireless
• Cable and Broadcasting
• Representative Use Cases
• Customer Behavior Analytics
• Churn Analytics
• Transaction Analytics
• Network/Operation Analysis
• Fraud Detection
• Clickstream Analytics
• M2M/Sensor Data Analytics

9. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Financial Services
• Industry Priorities
• Analyze fast-growing,
rapidly changing
data volumes
• Make key decisions in
real time
• Maximize asset
performance
• Minimize risk
• Enhance compliance
• Segments Served
• Banking
• Investment
• Trading
• Insurance
• Repr Use Cases
• Trend Analytics
• Portfolio
Simulation
• Valuation
Modeling
• Compliance and
Risk Management
• Tick Data Back
Testing
• Fraud Detection
and Prevention
Challenge
• Respond rapidly to regulatory inquiries and know account access
details in real time
• Correlate data between disparate systems to diagnose security
breaches
• Gain deeper knowledge of customers and social trends to improve
marketing campaign effectiveness
Solution
• HP HAVEn: Hadoop, HP IDOL, HP Vertica, HP Enterprise Security
Result
• 2500x faster response to complex audit and fraud queries
• 97% less OPEX on responding to complex security audit and
ad-hoc fraud queries
• 28% TCO advantage compared to nearest alternative solution

10. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Improved Customer Loyalty for Banks
•40-80x faster and 5% of the
overall cost of legacy
platform
•90% reduction in operational
overhead
•ROI in three months
•Increased revenue, resulting
from more merchants
participating in rewards
programs
• “HP Vertica enables us to
fine-tune and personalize
offers, and we are providing
this service at hyper-
speed.”
• - Scott Grimes, CEO,
Cardlytics

11. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Interactive
User Behavior Analytics
User Experience
Personalization
Churn and Revenue Analytics
Engagement Analytics
Clickstream Analytics
Customer Analytics
A/B Testing

12. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
BlaBlaCar
Improving a ride-sharing community marketplace
Challenge
• Marketing campaigns and web experience for 10M+ members
in 12 countries limited by infrequent and slow data analysis
Solution
• HP Vertica Analytics Platform, Cloudera Distributed Hadoop,
Tableau & Data Science Studio
Expected result
• Optimized performance of CRM campaigns: program
development improved experience for 2M customers per
month
• Refined targeted marketing by integrating social media and
predicting customer behavior through pattern recognition

13. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Beijing Future Advertising delivers precision sports
marketing intelligence
HP Haven empowers the next generation multi-media campaign evaluation system
Business Need HP Solution Client Outcome
• Enable advertisers to
maximize ROI with precision
marketing by significantly
accelerating the provision of
high value insights from
advertising campaign results,
through real-time video
capture and automated data
analysis
Software
• HP VideoLogger
• HP Image Server/DAH
• VLC + SQL Server
• HP IDOL
• Decreases data classification and processing
times from ten days to minutes
• Improves the effectiveness of video retrieval
• Automates data collection and analysis
• Reduces resource allocation and improves
working efficiency through automated data
processing
• Lowers costs by eliminating data replication
and reducing storage demands
• Generates timely reports to ensure data
integrity
• Uncovers actionable insights and increases
advertiser satisfaction and ROI

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Use Cases – Proving the value of Vertica
Use Case Examples Customers
EDW Offload • Drive down the cost of enterprise data warehouses (Oracle and Teradata), dramatically reduce footprint (10-
30x data per server), and infinitely and easily scale
Customer
Analytics
• Improve effectiveness of Web properties and increase conversions and sales
• Target individuals for upsells and cross-sells based on actual purchase patterns
• Understand how customers use different banking programs to developtargeted campaigns that increase
customer satisfaction, increase profits, and reduce churn
Sensor Data
Analytics
• Proactively manage maintenance, improve reliability, reduce unplanned service work
• Offer drivers better rates based on driving behavior with usage-based insurance
• Offer competitive differentiation and improve retention with smart metering
Operations
Analytics
• Optimize business and reduce expenses by identifying costs, revenue leakage
• Better segment customers to provide more targeted marketing spend
• Improve operational efficiencies by predicting capacity issues
Patient Analytics • Optimize processes to speed delivery of care and eliminate waste and error
• Predict healthcare and utilization costs and track comparative benchmarks
• Improve effectiveness of health systems, drive deeper insights into their systemsand patient treatments and
improve effectiveness of physicians and hospitals they support

15. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 6/4/201515 © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
HP Haven Big Data platform
“An enterprise is only as strong
as its foundation.”
Cash in your data assets today!