Understanding Big Data

Understanding Big Data:
Strategies to Re-envision
Decision-Making
Amy Mayer, Vice President, Capgemini
Oracle Analytics Leader, North America

Agenda

 Introduction and Session Objectives
 What is Big Data and Business Analytics?
 Market View (The Economist Intelligence Unit Survey Results)
 Business Opportunity
 Big Data Strategy
 Why Oracle?
 Why Capgemini?

Presentation Title | Date

Copyright © Capgemini 2012. All Rights Reserved 2

Session Objectives

Objective 1:
Learn how to optimize Big Data strategy to obtain
meaningful results

Objective 2:
Find out how your organization can react more quickly and
effectively to data

Objective 3:
Improve business performance with Oracle assets for an
effective Big Data Strategy



Capgemini Business Analytics, Big Data &
Business Information Management
Austria Netherlands
Finland Poland
France Spain
 Capgemini „s global reach with operations in 36 Canada Italy
Germany
Sweden
Switzerland
Norway UK
countries and a focus on Business Analytics with United States
over 7,000 Business Information practitioners. China
Morocco
Mexico
India
 A uniquely integrated approach to Information
Strategy based around the Capgemini “Intelligence
Enterprise”. Brazil

Australia
 Deep Industry sector knowledge supported by Sector Argentina

Specific Business Analytical solutions.

 Capgemini‟s best-in-class Rightshore® capability
with over 2000 Business Information experts in our Pinnacle Awards Partner of the Year
2009 and 2011 2009 & 2010
India CoE. Platinum Partner & UK
Partner of the Year 2009
Global Partner
 A unmatched (and vendor independent) depth of
technology experience. Capgemini works with all the
Diamond Partner 2010,
major software vendors to deliver solutions
BI Specialized Partner 2011 Innovation awards
appropriate to the customer‟s needs. IM Award 2009
2009 & 2010

A global business analytics practice network



What is Big Data and
Business Analytics?



Big Data – What is all the fuss about?

“The effective use of big data has the “We estimate that a retailer embracing big data
potential to transform economies, has the potential to increase operating margin by
delivering a new wave of productivity more than 60%”
growth…Using big data will become a
“$300m – the potential saving in US healthcare”
key basis for competition…”
“$250m – the potential saving in European Public Sector”
McKinsey Institute – Big Data: The next frontier for innovation, competition and productivity – May 2011

“Data-Driven Decision-making can explain a 5-6% increase in output and productivity, beyond what
can be explained by traditional inputs and IT usage.”
MIT – Strength in Numbers – April 2011

“Survey participants estimate that, for processes where big data analytics has been applied, on
average, they have seen a 26% improvement in performance over the past three years, and they
expect it will improve by 41% over the next three.”
&



What is Big Data?

Many PBs 25+ TBs 12+ TBs 30 billion 4.6 billion 100s of 2+ billion 76 million
of data every of log data of tweet data RFID tags camera millions of people on the smart meters
day every day every day today (1.3B in phones world GPS enabled Web by end in 2009…
2005) wide devices sold 2011 200m by
annually 2014

80%
Of world‟s data
is unstructured



What is Business Analytics?

 Business Analytics is the uses of advanced analytical techniques
to find trends and predict future outcomes which are used to
optimize business processes, customer interaction and manage
risk and fraud. Business Analytics

“Business” – it is the use of “Analytics” – it makes extensive use
analytics to directly target a business of data, statistical and quantitative
issue or process and as such is sold analysis, explanatory & predictive
to the Business. Examples are modeling, and fact-based
customer retention, increasing wallet management to drive decision
share, fraud reduction… making.

Big data is providing the new data sources for business analytics



The Market View



The Market View

Capgemini commissioned the Economist Intelligence Unit to
survey over 600 business leaders, across the globe and industry
sector, about the use of Big Data in their organizations.
Specifically looking at:

 Their use of big data today and planned in the next 3 years
 The advantages they have seen
 The issues they have in using it

43% of participants are C-level and
board executives



The Economist Intelligence Unit Survey: (1 of 2)

The Deciding Factor: Big Data and Decision Making
 What we found:
75% Believe their organizations
to be data-driven
but

9 10
out
of
say the decisions they‟ve made in the past 3 years would
have been better if they‟d had all the relevant information

Survey respondents say that unstructured
content is too difficult to interpret 42%
85% Say the issue is not about volume but the ability
to analyse and act on the data in real time



The Economist Intelligence Unit Survey: (2 of 2)

The Deciding Factor: Big Data and Decision Making

26% is the level of performance improvement already
seen from the application of big data analytics

41%
is the level of performance improvement
expected in the next 3 years

56% cited “organization silos” in the top three
impediment to effective decision making 50% cited “shortage
of data analyst”

62% Dispute the proposition that most operational / tactical
decisions that can be automated have been automated



The Business Opportunity



Business Opportunities

 Big data provides opportunities across the spectrum of business
activity, but the prime benefits can be grouped under three
headings:
1. Improving interaction with the ecosystem, particularly with customers.
2. Improving business processes.
3. Risk mitigation.



Business Opportunity Examples

Customer & Marketing Analytics
Improving
 The client required a Customer & Marketing Analytics Solution that required growth in
Interaction its customer base. They were looking for a Customer and Marketing Analytics solution
with that enable the client to implement various customer strategies – up-sell, cross-sell,
Customers customer total value, next best product, etc. The solution integrated click- stream data,
customer account data, social media data and channel data to enable comprehensive
strategies.

Manufacturing & Driving Efficiency in Production Process
Improving
 Big Data is allowing manufacturers to use real-time data from sensors to improve
Business efficiency of the manufacturing production process (reducing waste and maximizing
Processes output)



Case Studies 2:
Public Sector
• Fraud Detection – Tax Payers, Unemployment Insurance, and Benefits
• Manage Security Threats
Risk
Healthcare
Mitigation • Detect Fraud and misuse of healthcare benefits
• Reduction in performance inefficiencies and medical errors

Financial Services
• Risk and Fraud Management – Reductions in fraudulent transactions



Who can benefit from Big Data analytics?

1. CEO / CMO – We are using Big Data Analytics to help our clients to truly understand their customer – what they
think about your products and services, how to increase your wallet share with them, how to retain them. We can
help you in defining how Big Data can improve your business model or add new business opportunities

2. CMO – We are using analytic to look at the effectiveness of marketing campaigns and matching that to
customer profiles to reduce cost (more targeted) and increase conversion rates. Big Data is also the way to give
you access to your customers through social network (trends, influences, ...)

3. COO – We are helping client to improve reliability and availability of plant and equipment whilst reduce
operational cost by using predictive asset maintenance

COO - We are using detailed analysis of activities locations and schedules to optimise workforce, supply
chains and logistics – achieving substantial performance improvements

4. CFO – Understanding the value drivers, real profitability through enterprise performance analytics is changing
business strategies

CFO - We are helping client to optimise back-off – through revenue leakage management, working capital,
expenses and controlling analysis and optimisation

5. Risk Manager – Risk is a complex area, analytics (and increasing the use of big data) is helping our client to
quantify and manage those risks


Why Capgemini?



Capgemini‟s Consultancy Services

 Capgemini has a global practice network for Business Analytics
and Big Data linking business consulting, industry & technology
experts along with business process outsourcing teams.

 We provide a range of service for our clients:
• Big Data & Analytics strategy
• Big Data technology advice
• Proof-of-Value (prototyping of big data & analytical models)
• Analytics-as-a-Service
• Analytical Model build and deployment
• Big Data & Analytics Process Outsourcing
• Operational Support of Big Data Analytics

Capgemini can help you determine the right Big Data
Analytics Strategy and Technology solutions


Big Data Methodology

We have developed a Big Data strategy, methodology and delivery
capability to help clients take advantage of big data:
 Big Data Process Model

New Business Model or Business Model Improvement

Acquisition Marshalling Analysis Action

Organization and Finding insights Changing business
Big Data PoV
Collection of data
storing of data Predictive modelling outcomes

Data Governance

 Development and Implementation Considerations

Managing Master data, Dealing with Models that
Data Data governance & Privacy & Analytics
Integration integration of Integrity data quality & Security new customer Value deliver
data sources data sources business value
filters

M2M, ERP Be sure the
Data Structured, non
Architecture Tool‟s choice Action injection, dialog First use first project
Storing structured
with suppliers... step will be a
modelling, ...
success !



Capgemini Big Data Process Model

Acquisition Marshaling Analysis Action

Collection of data from Organization (and Finding Insight / Using Insights to change
sources storing) of data predictive modelling business outcomes
 Traditional ETL but often  Large volumes / constant  Forward (prediction) rather Outputs are:
real-time “constant feed than historic  Human (e.g. reports and
acquisition” due to volume &  Need to consider how it will  Modelling behaviour – how analysis that people then act
velocity be consumed (real-time, will customers react? When on)
 As data is often external – ASAP, history) and filtered is the optimum time to  Machine (more common
there are issues of security appropriately replace parts…. with big data) – e.g.
and trust  Format – structured, semi-  Probabilistic rather than automatic assessment of
 Licence for data, / privacy structured on unstructured definitive customer to adjust offer (e.g.
issues for external data  Modelling – from raw form to  Text, voice and video Amazon proposed products
 Open Data (publicly highly structured depending analysis based on customer profile)
available sources like on source and use  BPM technology / Real-time
http://data.gov.uk/)  Data lifecycle: transient vs. decisioning
long term storage / archival  Partners Information System

Master Data Management & Data Governance



9 Big Data Analytics Solutions

As new data sources
come online they
allow us to expand Marketing Risk Social Media
Analytics Analysis Analytics
the analytical models
to enrich the content Customer
Analytics
and provide a new Social Media data
Machine sensor data
holistic view of
Voice data from call centres Fraud
customers, products, Web transaction data Management

markets and Telco network data
Smart meter data
business operations.

Business
Analytics for
Telco
Predictive
Asset
Smart Enterprise Advanced maintenance
Analytics Performance Planning &
for Utilities Scheduling


Capgemini Business Analytics & Big Data
BUSINESS Our prime focus for big data analytics is to deliver business value through
VALUE DRIVEN enhancing business processes and operations

END-TO-END We bring together business and industry consulting skills with deep technical
SOLUTIONS capability and BPO services to provide end-to-end solutioning

INDEPENDENCE We work with all the major Information management and big data
& BREADTH technologies and can provide informed independent guidance

ANALYTICAL We have delivered over 200 high-end analytical solutions to clients. We know
SKILLS how to use analytics effectively

INFORMATION We are leaders in Business Information Management having delivered some
MANAGEMNT of the largest BIM solutions globally

ANALYTICS We have a portfolio of Business Analytical solutions, accelerators and tools
SOLUTIONS that will speed time to value

Making Business Analytics & Big Data deliver on the promise



Capgemini – Proven Track Record

“
Many vendors of predictive analytics aspire to provide business solutions though not all have
Capgemini's history of consulting-led predictive analytic projects.”

“Many of Capgemini's competitors - particularly other IT services vendors - claim to offer end-to-

”
end capabilities in their predictive analytics services/business solutions. Capgemini really does,
from both an IT and business perspective.
Ovum Predictive Analytics Service Audit

We helped a global medical equipment company achieve 10x improvement in customer
response times from their mobile workforce - (Advance Planning & Scheduling)

For a telco provider we achieved We achieved a €16m annual saving for a Utility
200% improvement in marketing company through Enterprise Performance Analytics
effectiveness

We achieved an $88m revenue uplift from multi-channel customer
analytics – social media, mobile, web & traditional sales channels

Respondents in the Capgemini / Economist Intelligence Unit survey estimated they had achieved a
26% improvement in performance from the application of big data analytics



Why Oracle?



Oracle Big Data Architecture: Example 1



For more information:
Amy Mayer
amy.mayer@capgemini.com
651-403-6521

About Capgemini
With around 120,000 people in 40 countries, Capgemini is one of
the world's foremost providers of consulting, technology and
outsourcing services. The Group reported 2011 global revenues
of EUR 9.7 billion.
Together with its clients, Capgemini creates and delivers
business and technology solutions that fit their needs and drive
the results they want. A deeply multicultural organization,
Capgemini has developed its own way of working, the
Collaborative Business Experience™, and draws on Rightshore®,
its worldwide delivery model.

www.capgemini.com

The information contained in this presentation is proprietary.
© 2012 Capgemini. All rights reserved.
Rightshore® is a trademark belonging to Capgemini.

Understanding Big Data

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