The document discusses the significance of data virtualization in enhancing business outcomes by leveraging big data effectively. It highlights the challenges of data integration across silos and presents data virtualization as a cost-effective solution that facilitates immediate access to diverse data sources for improved decision-making and profitability. Cisco's data virtualization offerings are positioned as a means to achieve faster analytics and better risk management, while emphasizing the need for organizations to adapt to the evolving landscape of data management.

2. Data Virtualization: Turning Big Data into
Better Business Outcomes
Robert Eve,
Director, Data Virtualization Business Unit, Cisco

3. Big Data Business Opportunities

4. “High-volume, velocity and variety information
assets that demand cost-effective, innovative
forms of information processing for enhanced
insight and decision making.”

5.  1% reduction in customer churn
 1% improvement in average selling
price
 1% increase in customer
satisfaction
= 6% increase in profits
= 8.7% increase in operating profits
= 5% increase in profits
= 25% retention improvement
“What is a 1% Change Worth?”

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What Changed?
 2011 Internet-connected things:
– 15+ billion permanent
– 50+ billion intermittent
 2020 Internet-connected things:
– 30+ billion permanent
– >200 billion intermittent
6
Content & Services
via Connected
Products
Biometrics
Smart Cities
Building &
Infrastructure
Management

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What Are Your Big Data Plans?
 Have Invested
 Investing within next year
 Investing within two years
 No Plans
 Don’t Know
7

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Big Data Investments On The Rise
8

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What Is Your Big Data Opportunity?
As Data Grows, Leading Businesses Use It to Drive Better Business Outcomes
9
Other
Businesses
Business
Leaders
BusinessOutcomes
Data
• Customer Profitability
• Faster Time to
Market
• Cost Reduction
• Risk Management
• Compliance
• Business & IT Agility
Business Outcomes

10. Big Data Integration Challenge

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Big Data Integration Challenge
Data Silos Proliferating, Data Is Now Distributed Everywhere
How Does the Business Leverage All the Data?
Cloud Data
Sources
Big Data / IoE
Sources
Traditional Data
Sources

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Business Outcome Objective: Increase Customer Profitability
Channel Profitability AnalysisMarketing Campaign Analysis Customer Profitability Analysis360 Degree View of Customer
Sales Force Mgmt. System Website Clickstream Data StoreTrades & Asset Mgmt. SystemEmail Management SystemCampaign Management System

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Option 1: Hard-coded Interfaces
Channel Profitability AnalysisMarketing Campaign Analysis Customer Profitability Analysis360 Degree View of Customer
Sales Force Mgmt. System Website Clickstream Data StoreTrades & Asset Mgmt. SystemEmail Management SystemCampaign Management System

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Option 2: Enterprise Data Warehouse
Channel Profitability AnalysisMarketing Campaign Analysis Customer Profitability Analysis360 Degree View of Customer
Sales Force Mgmt. System Website Clickstream Data StoreTrades & Asset Mgmt. SystemEmail Management SystemCampaign Management System
Enterprise Data Warehouse

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Option 3: Data Virtualization
Channel Profitability AnalysisMarketing Campaign Analysis Customer Profitability Analysis360 Degree View of Customer
Sales Force Mgmt. System Website Clickstream Data StoreTrades & Asset Mgmt. SystemEmail Management SystemCampaign Management System
Cisco Data Virtualization

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Data Virtualization Solution
Unified, Business-friendly View Of All Data for Better Business Outcomes
Cloud Data
Sources
Traditional Data
Sources
Cisco Data Virtualization
AnalyticsBusiness Intelligence
Big Data / IoE
Sources

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Reduce Portfolio Risk
17
• Cisco Data Virtualization
federates market, on-
line and historical credit
market data across 89
sources
• Historical data moved to
Hadoop for immediate
access and analysis
• Better manage fixed
income portfolio risk
by extending
algorithms to historical
data
• Real-time market
data
• Online data (30
days / 400 million
records)
• Historical data on
tape (30 days to 5
years data)
Data Virtualization
Solution
Impact on CustomerCustomer Challenge
• Better risk management
of fixed income portfolio
• Saved over $1M in
development costs
using SQL vs.
MapReduce
• Utilized Hadoop for price
of tape

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Increase Customer Profitability
• Cisco Data Virtualization
based virtual data layer
across all source
systems
• Run predictive analysis
to make better business
decisions and improve
the customer experience
• Understand
customers’ needs and
ways to influence
subscriber base
• Integrate and analyze
Customer Survey
Data, Operational
Data & Demographic
Data
Data Virtualization
Solution
Impact on CustomerCustomer Challenge
• Now 5-6x faster
customer adoption of
products
• $21M in increased
revenue in first year

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Optimize Upstream Business
19
Global Energy Firm
• “Single Source” with
Cisco Data Virtualization
for easy access to
• 30+ subject areas
• 650+ standard
entities
• 45+ source systems
• Seeking an integrated,
holistic, view of
exploration and
production asset data
to optimize upstream
business
Data Virtualization
Solution
Impact on CustomerCustomer Challenge
• 30-40,000 business
queries per day
• 50% less costly than
legacy solutions saving
$2M per year
• 3x faster time to solution
for new applications
• 80% data object reuse

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Data Virtualization Business Benefits
Better Business Outcomes, Sooner, For Less
20
5-10x
Faster
Up to 75%
Cost Savings
Higher Impact
Empower people to achieve better
business outcomes with instant access to
all the data they want, the way they want it.
More Agile
Respond faster to your ever
changing business conditions and
analytics/BI needs.
Less Expensive
Data virtualization’s streamlined
approach reduces complexity and
saves money.
Cisco Data Virtualization
AnalyticsBusiness Intelligence
Immediate
Access

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Are You Ready for Data Virtualization?
21
• What information are you struggling to deliver to your
business and why?
• What is your strategy to integrate Big Data and keep it from
becoming an isolated data silo?
• How will you continue to provide business with an integrated
view of data as you move applications to the Cloud?
For the
Technologist…
For the
Business
Consumer…
• What business outcomes are driving your agenda?
 Customer Profitability, Faster Time to Market. Cost
Reduction. Risk Management. Compliance. Business and IT
Agility
• What key data needs are your IT teams struggling to
fulfill?

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Why Cisco for Data Virtualization?
For the
Business
Consumer…
 We Wrote the Book on Data Virtualization
– Deepest data virtualization expertise
– Hundreds of published articles and blogs
 Largest Data Virtualization Customer Base
– Highly complex implementations
– Greatest business outcomes
 Performance Leader
– Most powerful optimization algorithms
– Only vendor to offer network, compute and data synergies

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Closing Thought
Always Remember the Fourth V – Value!
23
Other
Businesses
Business
Leaders
BusinessOutcomes
Data
• Customer Profitability
• Faster Time to
Market
• Cost Reduction
• Risk Management
• Compliance
• Business & IT Agility
Business Outcomes