This document discusses how organizations can harness big data as a game changing asset. It begins by setting the context on the impact of big data and how the volume of digital information is growing exponentially. It then covers analytical layers for deriving value from big data, including the data layer, emerging trends in real analytics, and shifting the focus from hindsight to foresight. Two case studies from India are presented on applying analytics in retail and HR. Finally, it discusses how big data is changing the paradigm for analytics by enabling closer monitoring, simulation and optimization. Harnessing big data requires asking focused questions to solve specific business problems.

1. make connections • share ideas • be inspired
India’s Largest Analytics Forum
Mr. Roopen Roy
Managing Director
Deloitte and Touche Consulting India Pvt. Ltd.
Member, Global Consulting Executive
Copyright © 2011, SAS Institute Inc. All rights reserved.

2. make connections • share ideas • be inspired
India’s Largest Analytics Forum
Big Data – Harnessing a
Game Changing Asset
Roopen Roy
Managing Director
Deloitte & Touche Consulting India Private
Limited
Copyright © 2011, SAS Institute Inc. All rights reserved.

3. AGENDA : Big Data – harnessing a Game Changing Asset
Setting the Context on the Impact of Big Data
The Analytical Layers
Two Case Studies in India
The Game Changing Paradigm
Deriving Value from Volume, Variety and Velocity of Data
3 © 2012 Deloitte & Touche Consulting

4. AGENDA : Big Data – harnessing a Game Changing Asset
Setting the Context on the Impact of Big Data
The Analytical Layers
Two Case Studies in India
The Game Changing Paradigm
Deriving Value from Volume, Variety and Velocity of Data
4 © 2012 Deloitte & Touche Consulting

5. It took two centuries to fill the U.S. Library of Congress with more than:
29 million 2.4 million 12 million 4.8 million 57 million
Books and periodicals Recordings Photographs Maps Manuscripts
Today, it takes about 2 days for the world to churn the equivalent
amount of new digital information (five exabytes)
The question then is, how do we leverage such data to insight and
foresight

6. Since 1982, the price of data
storage has dropped by a factor
of 3.6 million…
If gas mileage had advanced
at a similar pace,
today’s cars would get
17,437,937 MPG
Enough to circle the globe 2,200
times…on a single gallon

7. AGENDA : Big Data – harnessing a Game Changing Asset
Setting the Context on the Impact of Big Data
The Analytical Layers
Two Case Studies in India
The Game Changing Paradigm
Deriving Value from Volume, Variety and Velocity of Data
7 © 2012 Deloitte & Touche Consulting

8. The Data Layer - Analytics
Applying technology and deep modeling techniques to find business performance opportunities in
exploding data volumes, growing regulatory complexity, and increasingly sophisticated “sense-
making” environments.
Overview
Growth of Data Volumes: The amount of data produced and
stored on the web continues to rapidly expand and is
estimated to be doubling every 18 months
Unstructured Data: Driven mainly from social networks and
content repositories, unstructured data presents several
opportunities and challenges for the future of analytics
Predictive and Prescriptive Analysis: The enterprise
should move beyond reports with historical views and
towards real-time and potentially future-looking predictive
analytics
Competing on Analytics: With richer datasets, computing
advances and maturing tools, analytics could become a
strategic cornerstone of the enterprise
Emerging Themes
(Unstructured)
Real-Time Hindsight
Data
Analysis to Foresight
Explosion
8 © 2012 Deloitte & Touche Consulting

9. Deloitte Analytics: Our Vision
The process of delivering analytics business results is one of continuous
improvement. Starting anywhere in the analytics cycle, an organization can
immediately begin to address its specific needs
Area of Improvement &
Emphasis
© 2012 Deloitte & Touche Consulting

10. The Data Layer - Emerging Trends in Real Analytics
Explosion of
Performance unstructured
data A large retail company in India has
optimization
employed advanced Market Basket
Analytics to handle its promotion
Potential of campaigns for the high net worth
social networks buyers based on its Loyalty Program.
Real
Analytics
Expanding Large IT and ITes companies in India
computing are using Retention and Recruitment
Advanced capabilities Analytics to understand how they can
reporting improve their HR function
Regulatory
complexity
10 © 2012 Deloitte & Touche Consulting

11. The Overall Paradigms – Hindsight to Foresight
Prescriptive
The end-game of Real Analytics is using
Analytics both structured and structured data to
prescribe optimal outcomes with
objective, data-driven analysis
Predictive The next step in the evolution of
Monitoring analytics is identifying patterns in
data to simulate and predict
outcomes
As computing capabilities
Real-Time Analysis improved, real-time
analysis of larger data sets
became a possibility
In the past, the business
Historical Reports was content with receiving
reports with rearward
facing, structured data
Foundational Elements
11 © 2012 Deloitte & Touche Consulting

12. AGENDA : Big Data – harnessing a Game Changing Asset
Setting the Context on the Impact of Big Data
The Analytical Layers
Two Case Studies in India
The Game Changing Paradigm
Deriving Value from Volume, Variety and Velocity of Data
12 © 2012 Deloitte & Touche Consulting

13. Customer Analytics at a Retail Major
A Retail Major has launched loyalty card program for the
customers and they would like to have insight in customer buying
pattern. The retail Major has a system for analyzing sales data but
it is not integrated with the CRM data.
The CRM analytics solution helped client’s team in analyzing the
behavioral pattern and the Market Basket that was bought. This
was then used to feed into the way in which promotional programs
were designed for appropriate high value customers.
Thus the effectiveness of their campaign and promotion
management was greatly increased, and they were able to target
their loyal and high value customers better
13 © 2012 Deloitte & Touche Consulting

14. HR Analytics at a IT/BPO major
The IT/BPO is one of the largest BPO/ITES companies in India with an
annual turnover upward of USD 1.5 Billion with 40000 employees and a
Global presence in 30 countries. As recruitment is one of the key
challenges in the organization, the client had engaged Deloitte to develop
a complete roadmap on their HR Analytics journey along with a
cost/benefit analysis.
Deloitte has developed a 4 stage roadmap for the complete HR Analytics
space with detailed cost/benefit and realization of benefits schedule The
client has also engaged Deloitte to work on the appropriate Recruitment
Analytics model that would help the client choose between candidates by
measuring the probability of success of the applicant in the client’s
organization, based on historical data
The client will have a more effective Recruitment Strategy as it will help
the HR department to identify and choose the most appropriate candidate
with the highest chance of succeeding in the client’s organization.
14 © 2012 Deloitte & Touche Consulting

15. AGENDA : Big Data – harnessing a Game Changing Asset
Setting the Context on the Impact of Big Data
The Analytical Layers
Two Case Studies in India
The Game Changing Paradigm
Deriving Value from Volume, Variety and Velocity of Data
15 © 2012 Deloitte & Touche Consulting

16. The Game Changes for Analytics - CloMoSo
© 2012 Deloitte & Touche Consulting

17. Big Data Goes to Work : One of the 5 Enablers in Deloitte Tech Trends 2012
-Ask the crunchy questions : highly specific questions with clarity around the
business problems that are driving the journey. e. g. In HR Attrition Analytics, how
do I mine through the list of employees and come up with the key list of high
performers who are also at the high risk of leaving the organization
-A 15 degree view of the customer : Focus fiercely on the scope of the work
around two of three discrete items that can shed light on the crunchy question.
Given the size of Big Data, it would be hard to get a single, unified, canonical data
source across all sources and types. e.g. In Market Basket Analytics, focus on the
Loyalty Card Customers only i.e. people with defined data attributes that you know
and are also the people who give you 80% of the business.
-Nimble Governance : A challenge of Big Data is how to be agile about it as data
sources / structures may change and one can have data at various levels of
granularity and availability. That is where Data Stewardship and Standards help in
balancing Governance with Agility.
17 © 2012 Deloitte & Touche Consulting

18. make connections • share ideas • be inspired
India’s Largest Analytics Forum
Thank You
Roopen Roy
roopenroy@deloitte.com
Copyright © 2010, SAS Institute Inc. All rights reserved.