What if your organization could obtain a 360 degree view of the customer across offline, online and social and mobile channels? Attend this webinar with Splunk and Hortonworks and see examples of how marketing, business and operations analysts can reach across disparate data sets in Hadoop to spot new opportunities for up-sell and cross-sell. We'll also cover examples of how to measure buyer sentiment and changes in buyer behavior. Along with best practices on how to use data in Hadoop with Splunk to assign customer influence scores that online, call-center, and retail branches can use to customize more compelling products and promotions.

1. Enrich a 360-degree Customer View
with Splunk® and Apache™ Hadoop®
© Hortonworks Inc. 2014

2. Your Presenters
• Brett Sheppard (@zettaforce)
– Director, Big Data, Splunk
– Former analyst at Gartner and DoD (civilian
contractor), big data, enterprise architectures
– Weekend volunteer with my dog in hospitals
• Bob Page (@bobpage)
– VP Products, Hortonworks
– Ran eBay’s data platform
– Enjoys good wine

3. Today’s Topics
• Drivers for the Modern Data Architecture
• From Raw Data to Digital Intelligence
• Demo: 360-degree Customer View
• Q&A
© Hortonworks Inc. 2014

4. Hadoop Adoption
“Hadoop’s momentum is unstoppable as its open source roots
grow wildly into enterprises. Its refreshingly unique approach
to data management is transforming how companies store,
process, analyze, and share big data.”
-- Mike Gualtieri, Principal Analyst, Forrester
© Hortonworks Inc. 2014

5. DATA
SYSTEM
APPLICATIONS
A Traditional Approach Under Pressure
Custom
Applica4ons
Business
Analy4cs
Packaged
Applica4ons
2.8
ZB
in
2012
85%
from
New
Data
Types
RDBMS
EDW
MPP
REPOSITORIES
15x
Machine
Data
by
2020
40
ZB
by
2020
SOURCES
Source: IDC
Exis4ng
Sources
(CRM,
ERP,
Clickstream,
Logs)
© Hortonworks Inc. 2014
Emerging
Sources
(Sensor,
Sen4ment,
Geo,
Unstructured)

6. APPLICATIONS
Emerging Modern Data Architecture
Custom
Applica4ons
Business
Analy4cs
Packaged
Applica4ons
DEV
&
DATA
TOOLS
SOURCES
DATA
SYSTEM
BUILD
&
TEST
OPERATIONAL
TOOLS
RDBMS
EDW
MANAGE
&
MONITOR
MPP
REPOSITORIES
Exis4ng
Sources
(CRM,
ERP,
Clickstream,
Logs)
© Hortonworks Inc. 2014
Emerging
Sources
(Sensor,
Sen4ment,
Geo,
Unstructured)

7. The Common Journey with Hadoop
MDA/Data Lake
Cost, Insight
IT Driven
SCALE
More data and
analytic apps
New Analytic Apps
New Types of Data
LOB Driven
SCOPE
© Hortonworks Inc. 2014

8. Unlock Value in New Types of Data
1. Social
Understand how people are feeling and interacting – right now
2. Clickstream
Capture and analyze website visitors’ data trails and optimize your website
3. Sensor/Machine
Discover patterns in data streaming from remote sensors and machines
4. Geographic
Analyze location-based data to manage operations where they occur
Value
5. Historical Logs
Diagnose process failures and prevent security breaches
6. Unstructured (txt, video, pictures, etc..)
Understand patterns in files across millions of web pages, emails, and
documents
© Hortonworks Inc. 2014
+ Online archive
Data that was once purged or moved to tape
can be stored in Hadoop to discover long
term trends and previously hidden value

9. Example Journey Towards a Data Lake
PB’s
Data Lake
PB
Risk Management
E.g., Fraud Reduction
New Business
E.g., Data as a Product
DATA
TB’s
Customer Intimacy
E.g., 360 Degree View of
the Customer
DATA LAKE
Operational Excellence
E.g., Network Maintenance
VALUE
© Hortonworks Inc. 2014
An architectural shift in the data
center that uses Hadoop to deliver
deep insight across a large, broad,
diverse set of data at efficient scale

10. Enabling Hadoop for the Enterprise
1
2
3
Capabilities
Ensure enterprise capabilities are
delivered in 100% open source to
benefit all
Integration
Interoperable with existing
data center investments
Skills
Leverage your existing skills:
development, analytics,
operations
2006
© Hortonworks Inc. 2014
2007
2008
2009
2010
2011
2012
2013
2014
2015

11. Core Capabilities of Enterprise Hadoop
1
Presenta4on
&
Applica4on
Opera4ons
Enable
both
exis4ng
and
new
applica4ons
to
provide
value
to
the
organiza4on
Empower
Current
opera4ons
and
security
tools
to
manage
Hadoop
Data
Governance
BROAD
INSIGHT
Integrate
with
exis4ng
systems
and
move
data
in/
out
and
within
the
environment
Access
your
data
simultaneously
in
mul4ple
ways
(batch,
interac4ve)
Opera4ons
Security
Allow
you
to
Provide
layered
deploy
and
approach
to
security
through
effec4vely
manage
Authen4ca4on,
the
environment
Authoriza4on,
Accountability
and
Data
Protec4on
Capabilities
Ensure enterprise capabilities are
delivered in 100% open source to
benefit all
Data
Access
EFFICIENT
SCALE
Data
Management
Store
and
process
all
of
your
Corporate
Data
Assets
Deployment
Model
Provide
the
efficient
deployment
op4on
for
your
organiza4on
© Hortonworks Inc. 2014

12. Skills
Leverage your existing
skills: development,
analytics, operations
Integration
Interoperable with existing
data center investments
© Hortonworks Inc. 2014
COLLECT
PROCESS
BUILD
ANALYST
Ensure enterprise capabilities
are delivered in 100% open
source to benefit all
SEARCH
ANALYSE
VISUALIZE
OPERATOR
1
2
3
Capabilities
DEVELOPER
Enabling Familiar and Existing Tools
PROVISION
MANAGE
MONITOR

13. Requirements for Enterprise Hadoop
DATA
SYSTEM
APPLICATIO
NS
1
2
SOURCES
3
Capabilities
Business
Ensure enterprise capabilities Custom
Analy4cs
are delivered in
100% open Applica4ons
source to benefit all
Packaged
Applica4ons
Skills
Interoperable with existing
Exis4ng
Sources
data center investmentsLogs)
(CRM,
ERP,
Clickstream,
© Hortonworks Inc. 2014
Applications
DEV
&
DATA
TOOLS
Business
TEST
Intelligence,
BUILD
&
Developer IDEs,
Data Integration
OPERATIONAL
TOOLS
Systems
Leverage your existing
RDBMS
EDW
MPP
skills: development,
REPOSITORIES
analytics, operations
Integration
Integrate with
MANAGE
&
MONITOR
Data Systems & Storage,
Systems Management
Platforms
Emerging
Sources
(Sensor,
Sen4ment,
Geo,
Unstructured)
Operating Systems,
Virtualization, Cloud,
Appliances

14. Splunk + Hortonworks
© Hortonworks Inc. 2014

15. © Hortonworks Inc. 2014

16. Big
Data
Comes
From
Machines
Volume | Velocity | Variety | Variability
GPS,
RFID,
Hypervisor,
Web Servers,
Email, Messaging
Clickstreams, Mobile,
Telephony, IVR, Databases,
Sensors, Telematics, Storage,
Servers, Security Devices, Desktops

17. Machine
Data
Contains
Powerful
Insights

18. Delivering
the
360-­‐Degree
Customer
View
Synthesize
data
from
all
customer
touch
points
–
360°
view
"
"
"
"
"
"
"
Screen
new
account
applicaAons
Improve
customer
service
experience
Reduce
customer
churn
Recommend
next
product
to
buy
Localize
and
personalize
promoAons
Track
markeAng
channel
effecAveness
Empower
omni-­‐channel
retailing
Why this is hard: data lives in separate silos with incompatible formats

19. Big
Data
Doesn’t
Have
to
Be
a
Science
Project

20. Get
Started
with
Hunk
+
Hortonworks
in
<
1
Hour
1 Download
Hortonworks
Sandbox
and Hunk
3 Immediately
Explore
Analyze
2 Point Hunk
at Hadoop
Cluster
HDFS and
MapReduce
Visualize
Dashboards
Share
start exploring,
analyzing and
visualizing raw
data in Hadoop

21. Challenges
of
AlternaAve
Approaches

22. More
360-­‐Degree
Customer
View
Complete
Customer View
ese
ze th
y
Anal ve,
ured
i
truct
s
es
mas e data
hanc ion with w
s
En
diver Hadoop
mat
is ra
s in
infor sis of thfrom
" Screen
new
account
applicaAons
Synthesize
data
for a
set
y
anal op t ata
all
customer
douch
view
o
plete
Had360°
miew
havio r Improve
customer
service
experience
"
points
–ore co v r be
m
me
usto
" Reduce
customer
churn
of c
"
eb
ta in
e da pache w te
or
St
p: A
e si
adoo ommerc
H
ec
i
ogs, , Akama gs,
l
lo
ity
activ hosting
s
e
imag proxy log
d
Squi
Recommend
next
product
to
buy
"
Localize
and
personalize
promoAons
"
Empower
omni-­‐channel
retailing

23. Deep
Insight
into
Customer
Behavior
and
SenAment

24. Search,
Explore
and
Analyze
Rapidly
interact
with
data
Pause or stop MapReduce jobs
• Powerful
Search
Processing
Search
interface
•
Preview
results
•
•
•
Language
(SPL™)
Ad
hoc
exploratory
analyAcs
across
massive
datasets
Preview
results
No
fixed
schema
No
requirement
to
“understand”
data
upfront
Drill down
to raw data

25. Inform,
Upsell
and
Cross-­‐sell
Measure
a_enAon
to
specific
content
Analyze
click-­‐through
and
how
consumers
navigate
Compare
product
bundle
promoAons
with
mulAvariate
tesAng

26. PrioriAze
PromoAons
with
Customer
Influence
Scores

27. Understand
Web
OperaAons
and
AdverAsing
Weblog
Traffic Data
Web User
Clickstreams
750 million
12 million
queries per month
monthly visits
Maintain
Protect
Track
high performance
content against malicious bots
traffic sources for advertisers

28. Analyze
Mobile
App
Performance
and
Usage
•
•
•
•
•
•
•
Product adoption trend
Users and clients
Feature adoption
User engagement
Usage patterns
Mobile devices
Client dashboard

29. Easy
and
Fast
to
Get
Started,
Learn
and
Use
Configure Hortonworks Sandbox with
Hunk: Splunk Analytics for Hadoop
bit.ly/1cJqbCu

30. Configure
Hunk
with
Hortonworks
Sandbox
1.3
bit.ly/MYF36g

31. Hortonworks
+
Hunk
=
Business
Value
“Splunk’s Hunk is perhaps the most promising technology to deliver a
true interactive experience. Especially powerful are Splunk’s capabilities for
discovering the structure of machine data and other unstructured data on the fly.”

33. About Splunk and Hortonworks
hortonworks.com/partner/splunk/
Get started with Hortonworks Sandbox
hortonworks.com/hadoop-tutorial/splunk-hunk/
Tr y
Now
Get started with Hunk: Splunk Analytics for Hadoop
splunk.com/download/hunk
Follow us:
@hortonworks
@splunk
Question & Answer session will be conducted electronically,
using the panel to the right of your screen