Attivio: The Unsung Hero of Big Data: Unstructured Content Julio Gomez, GM, Financial Services, Attivio ANALYTICS AND VISUALIZATION FOR THE FINANCIAL ENTERPRISE CONFERENCE June 25, 2013 The Langham Hotel Boston, MA

2. The Unsung Hero of Big Data:
Unstructured Content
Sameer Nori, Sr Product Marketing Mgr
Twitter: @sameernori
Julio Gomez, GM Financial Services
Twitter: @juliogomez

3. Proprietary & Confidential
Big Data
Big Data encompasses getting insight and making smarter
decisions from any information that is not easily tapped using
traditional BI and Analytics technology stacks.
Source: 'Big Data' Is Only the Beginning of Extreme Information Management, April 7, 2011, Gartner Group

4. Proprietary & Confidential
Big Data
Structured
Data
Unstructured
Data
Unstructured
Data
Unstructured
Content
Beyond Structured vs Unstructured
<xyz>
</xyz>
1-2-2013 abc/bed/fnd 87 998
1-2-2013 abc/bed/fnd 87 998
1-2-2013 abc/bed/fnd 87 998
1-2-2013 abc/bed/fnd 87 998
57°
64°
71°
120°
Understanding the nature of data and how to get insight from it is
fundamental to understand and succeeding with Big Data

5. Proprietary & Confidential
Big Data Maturity Model
Level 0:
Current
State
Level 1: Single
source of Big
Data Analyzed
Level 2:
Multiple
types of Big
Data sources
Analyzed
Level 3:
Unified Big
Data
Architecture
Looking at a single source of
Big Data: unstructured data
or unstructured content
Looking at multiple
sources of Big Data:
unstructured data and
unstructured content
Single point of access
for all Big Data access
and analysis with
variety of access modes
to support variety of
business cases
Structured data analysis:
EDW + BI
5

6. Proprietary & Confidential
Unstructured Data
• Brings the promise of inferring customer
intent, identifying patterns of behavior and
predicting future actions
• But gaining this insight requires large amounts
of raw data, much of which is noise, to get
what amounts to indirect insight
1000 rows of impression logs to get 1
click-thru; 6 months of click data to
be able to develop statistically
meaningful user segments

7. Proprietary & Confidential
Unstructured Content
• Consider this single email:
To: Kristen Connors <kristnen.connors@banknorth.com>
From: Mike Davis mike.davis@gmail.com
Subject: SharpShare
Date: 3-22-2013 01:35:00
Hi Kristen – A friend of mine recommended SharpShare as a great
technology investment. The ticker is SS. Its fundamentals look really
strong and the performance has been terrific over the last two years. I
also like the fact that it’s an emerging market stock, because my
corporate debt investments have been terrible this year. Should we
add it to my portfolio? Possibly in my brokerage account?

8. Proprietary & Confidential
What does this single email tell us
• Consider this single email:
To: Kristen Connors <kristnen.connors@banknorth.com>
From: Mike Davis mike.davis@gmail.com
Subject: SharpShare
Date: 3-22-2013 01:35:00
Hi Kristen – A friend of mine recommended SharpShare as a great
technology investment. The ticker is SS. Its fundamentals look really
strong and the performance has been terrific over the last two years. I
also like the fact that it’s an emerging market stock, because my
corporate debt investments have been terrible this year. Should we
add it to my portfolio? Possibly in my brokerage account?
Positive sentiment
Customer name
Key terms for my
industry
Customer email
Relevant account
Negative
sentiment

9. Financial Services Solutions

10. Proprietary & Confidential
Unstructured Content in
Customer Interactions
Every item from every one
of these channels is your
customer telling you
directly what they like,
what they don’t like, where
they would like to see you
take your products, etc…

11. Proprietary & Confidential
Attivio + Spotfire: Breaking Down the Silos
Communication
Client Understanding
Revenue Generation
Client Satisfaction
Market & Portfolio Insight
Personalized ServiceActive Intelligence Engine®

12. Proprietary & Confidential
Sales Enablement
Next Generation Agent Desktop

13. Proprietary & Confidential
Attivio Solutions – Financial Services
Customer Experience Management
Sales Enablement
Service Knowledge Expert
Regulatory & Risk Optimization
Unified Search & Discovery

14. How it works

15. Proprietary & Confidential
Spotfire and Attivio’s Unified View of Big Data
Leverage untapped data sources:
• Email, documents, contracts
• Social Media
• CMS & SharePoint content
Advanced text analytics:
• Keyphrase extraction
• Entity extraction
• Sentiment analysis
• Document classification
Empowers end-users with Google-like search
within Spotfire
• User enters query in search box
• Data & content results are intuitively displayed
• User interacts with results as needed
Actionable Insights
from combining
Structured Data &
Unstructured Content
New Dimensions/New Insights
Key
Concept
Analysis
Entity
Extraction
Sentiment
Analysis

16. Proprietary & Confidential
AIE and Spotfire Integration
WEB SERVER
FILE SERVER EMAIL HADOOP CMS, CRM, ERP
Extracted or On-demand
via JDBC
Spotfire
Professional
Spotfire
Web Player
RDBMS/EDW
Spotfire
Server
Direct via
ODBC
ACTIVE INTELLIGENCE ENGINE (AIE)
Spotfire can use AIE’s AI-SQL
Extensions for Google-like search
within Spotfire dashboards

17. Proprietary & Confidential
Learn more
Attivio Big Data Resources
http://www.attivio.com/solutions/by-business-
need/aie-for-big-data.html
Attivio and TIBCO Spotfire
http://www.attivio.com/partners/partner-
showcase/technology-alliances/1110-tibco-
software.html

18. Proprietary & Confidential
Thank you!