Andreas Geissler of Teradata presented at the Vivaldi Digital Summit on "Digital Darwinism" on June 5, 2013 in Frankfurt.

1. Vivaldi Partners Group Morning Summit
Frankfurt, 5. Juni 2013
Andreas Geissler
Geschäftsführer
Teradata GmbH
SURVIVAL OF THE FITTEST IN
MARKETING, INNOVATION,
BRANDING & BUSINESS
STRATEGY

2. Do More With Your
(BIG) Data

3. Teradata - leading in analytics
Big Data
Analytics
Data
Warehousing
Marketing &
Analytical
Applications
Workload-specific DW
Platform Family &
Multi-Systems Management
SaaS/
Cloud
Consulting
& Support
Services
Deliver
industry-
leading DW
analytic data
infrastructure
Drive adoption
of Big Data
Analytics into
mainstream
market
Lead Integrated
Marketing
Management and
beyond

4. Teradata’s Mission..
Build a parallel DBMS
technology that supports
large-scale data integration
and that scales in multiple
dimensions so that technology
never gets in the way of
business ambition.
The Magic Quadrant is copyrighted 23 December 2008 by Gartner, Inc. and
is reused with permission. The Magic Quadrant is a graphical
representation of a marketplace at and for a specific time period. It depicts
Gartner's analysis of how certain vendors measure gainst criteria for that
marketplace, as defined by Gartner. Gartner does not endorse any vendor,
product or service depicted in the Magic Quadrant, and does not advise
technology users to select only those vendors placed in the "Leaders”
quadrant. The Magic Quadrant is intended solely as a research tool, and is
not meant to be a specific guide to action. Gartner disclaims all warranties,
express or implied, with respect to this research, including any warranties
of merchantability or fitness for a particular purpose.
We want to enable
You To Focus on
your business while
we focus on the
data management

5. Information is the new oil…
We are used to the idea of
deploying new technology
to improve productivity
and efficiency... But data
are no longer merely the
by-product of process
improvement, they are
becoming the raw
material of business.
Capital Labour
Analytics

6. Data, Data, Everywhere.....

7. “Big” Data ????
"Big Data is a term applied to
data sets whose size is beyond
the ability of commonly used
software tools to capture,
manage, and process the data
within a tolerable elapsed time.
Big data sizes are a constantly
moving target currently ranging
from a few dozen terabytes to
several petabytes of data in a
single data set.“
Big Data: The Next Frontier For Innovation, Competition And Productivity”
McKinsey Global Institute May 2011

8. "The number of
transistors
incorporated in a
chip will
approximately
double every 24
months.“
Gordon Moore
Moore’s Law

9. “The iPad 2 could
have stayed on the
list of the world’s
fastest super-
computers through
1994” – faster
than a Cray 2.“
Piotr Luszczek, Research Director
University of Tennessee
2012 IEEE HPEC Conference
The Net Result…

10. Digital Technologies will evolve to
become..
Faster
Smaller
Cheaper Complex

11. More devices generating more data…
“Mobile devices in America
are generating something like
600 billion geo-spatially
tagged transactions per day.
Every call, text message,
email and data transfer
handled by your mobile
device creates a transaction
with your space-time
coordinate .“
Jeff Jonas – ”Your Movements Speak for ThemSelves”
Smart Data Collective , March 8 2010

12. Beispiel: Boston
Streetbumps

13. What if you had an
early warning
system that could
establish that vehicle
systems were failing
when only 500 cars
had rolled off the
line, not 50,000?
Do More With Your Data..

14. 14 6/6/2013
Dirk Radetzki
Bereichsleiter Finance
Usage of vehicle data
More than 62 controllers can be used in the current E-Class
Quelle: Volker Wilhelmi, Leiter Elektrik/Elektronik-Architektur, Mercedes-Benz (2012)

15. Do More With Your Data..
What if engine #1
could tell you that it
needed preventative
maintenance - whilst
flight 46 was still over
the Atlantic?

16. 16 6/6/2013
Dirk Radetzki
Bereichsleiter Finance
Flight Data
# sensors
737 747-400 747-8 A380
ca 1.000
> 130.000
> 200.000

17. This will be like applying X-Ray to your
business..

18. Sensors Everywhere…
“Your socks, shoes,
glasses and even your
garbage can will have
sensors inside designed to
help you manage
everything from your
effects on the
environment to your
health..“
Benedetto Vigna, General Manager, MEMS division of STMicroelectronics
“The Sensors Are Coming” - New York Times Feb 14th 2010

19. 19 6/6/2013
Dirk Radetzki
Bereichsleiter Finance
Paradigm :
Sensorconomy -
there is a profound
change before us -
we become a data
driven society
Situation
Healthcare
Monitoring
„New
Banking“
Machine to
Machine
Telematik
Internet of
Things
Cloud
Computing

20. 20 6/6/2013
Dirk Radetzki
Bereichsleiter Finance
Body Area Network

21. 21 6/6/2013
Dirk Radetzki
Bereichsleiter Finance
What if…
…you are able to charge you insurance
prime based on driving behavior?
Business Challenge
• Identify aggressive driving
behaviors in time series data
• Create expanded risk
segmentation to match
driving patterns with pricing
and vehicle type
• Provide customers with risk
messaging to improve driving
behavior
JH4NA1157MTOO1832||08:01:00 120711||6373||33.1||-0.008 -0.002…
1FALP62W4WH128703||8:01:00 120711||14378||13.0||-0.003 +0.130…
1G1FP22PXS21-00001||08:01:00 120711||6531||45.8||0.02-0.003||…
JH4NA1157MTOO1832||8:01:10 1208011||98323||81.5||+0.21 +0.033…
1FALP62W4WH128703||8:01:10 1208011||176323||61.0||+0.17 -0.002…
1G1FP22PXS2100001||8:01:10 120811||15643||22.4||-0.09 -0.001…
WVWAF93D058000675||8:01:10 120811||3738||45.3||+0.34 -0.111…
WVGBC77L34D064567||8:01:10 120811||2345||22.4||-0.10 -0.01…
TRUWT28N411036790||8:01:10 120811||6764||85.0||+0.40 +0.12…
JH4KB2F56BC000000||8:01:10 120811||12345||43.1||-0.23 – 0.10…
1G4GA5EC7BF000000||8:01:10 120811||65432||22.4||+0.23 +0.13…
1G6DA5EY3B000000||8:01:10 120811||100322||10.1||+0.10 -0.32…
…

22. Retail: RFID Tagging Of Products
• Arrival Date in store/DC
• Shipment ID/Handler
• Days on Shelf (Back/Front)
• Expiration Date
• No of ”moves”
• Traceability
• Origin & History
• Theft Prevention

23. From Physical to Digital

24. “People think we got
big by putting big
stores in small
towns. Really we got
big by replacing
inventory with
information.”
Sam Walton (1918-1992)
Founder of Waæ*Mart Stores
This has profound implications..

25. Customer Interaction..
Demography:
• Age
• Gender
• Income
• Residence
Value
• Recency
• Frequency
• Spend
• Profit
Socio Demography
• Lifestyle
• Interests
• Sociological
Attitudes
• Price
• Features
• Brands
• Categories
Pages loaded
Media player
interaction
• File
• Start & end
• Pause
Session time &
duration
Device used
Internal search
terms
Recency &
frequency
Click’ events incl:
• Alt Text
• X,Y Co-ordinates
• Position in the DOM
Browsing behaviour
Files & products
viewed
Errors received
IP address
(Location)
Drop-down
box selections
Radio button
selections
Text Changes
Login
Searches
Order quantities
Call center queries
Text Change’ incl:
• Field Name
• Field ID
• Form Name
• X,Y Co-ordinates
Clicks on links
within the page
Mouse Hovers over links
• Duration
• Movement
• Position
Pages loaded
Abandoned
baskets
Next URL
Referring URL &
search terms

26. From Monologue To Conversation

27. From Monologue To Conversation

28. Customers today have
mobile devices and they
have at any time online
information from the
Internet and are
connected via social
networks.
This happens at home, in
the office, on the street
or in a shop - a buying
action can be done
anywhere, anytime.
Source: IDC, World wide Retail Industry 2013 Top 10 predictions
Where and when do customers buy?

29. 29 6/6/2013
Dirk Radetzki
Bereichsleiter Finance
Understand customer journeys though data analytics
•Conversion rate optimisation
- what are the most frequent paths
to purchase and where are the
potential problems.
• Inform promotions and drive
sales
- which products are purchase drivers
and purchase breakers?
• Optimise budget
– how important are my channels in
driving sales?
• Churn prevention
– identify patterns and take action

30. Data Driven Retailing
Connect and
Understand
Develop a Full
Perspective of
the Customer
Analyze and
Discover
Gain Meaningful
Customer
Insights
Act and
Optimize
Segment
customers
using
analytics;
operationalize
the marketing
process
Execute and
Deliver
Engage with
Relevant
Messages in
some
instances in
Real Time

31. …you could
manage all you
data in one place
and allow users
to answer any
question at any
time?
eBay uses Teradata to change a business model forever
What if…

32. Do More With Your Data..
EBay’s 5,000 data
warehouse users turn over
1TB of data every
8 seconds to understand
how buyers and sellers
are interacting and to
continuously customize
and personalize its
web-site…

33. Apple – Genius..

34. 34 6/6/2013
Dirk Radetzki
Bereichsleiter Finance
…you wanted to understand everything that
was happening in your cloud?
Apple uses Teradata to power the iCloud
What if…

35. 35 6/6/2013
Dirk Radetzki
Bereichsleiter Finance
… you could
understand if a
new job role is
relevant for your
career before you
decide for the job
…
LinkedIn uses Teradata Aster to drive Product Innovations
What if…

36. Future state..
“The Future Belongs
To The Companies
That Turn Data Into
Products…”
Mike Loukides (O’Reilly Reports)
?

37. We are at the end of an era
“There was 5 exabytes
of information created
between the dawn of
civilization through
2003, but that much
information is now
created every 2 days,
and the pace is
increasing…”
Eric Schmidt, Google CEO,
Technomy Confab 2010
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
8.000
9.000
10.000
11.000
12.000
13.000
14.000
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
Adapted from IDC 2009
Terabyte Age
(Transactions)
Petabyte Age
(Interactions)
Zetabyte Age
(Sensor Data)

38. 38 6/6/2013
Dirk Radetzki
Bereichsleiter Finance
BI today

39. 39 6/6/2013
Dirk Radetzki
Bereichsleiter Finance
BI of tomorrow… ?
 „Consumerization of BI“
 1 : 1 Analytics ?
 Management by Exception statt
Management by Objectives ?

40. 40 6/6/2013
Dirk Radetzki
Bereichsleiter Finance
So what does all this mean for us?

41. 41 6/6/2013
Dirk Radetzki
Bereichsleiter Finance
"Digital data will
flood the planet
— and help us
understand it
better.“
”Drowning In Numbers”,
Economist, Nov 18, 2011

42. Centralized Arcitecture will win..
Quality
Cost
Control
Compliance
Flexibility
Privacy
Data Replication
Data Marts
ODS
“Enterprise” Data
Warehouse
Transactional Data
ETL
Decision Users
Transactional Users
Event-driven/
Closed Loop
Data
Miners
Reporting
OLAP
Users
Tactical
Users
Strategic
Users
CUST OMER
CUST OMER NUMBER
CUST OMER NAME
CUST OMER CITY
CUST OMER POST
CUST OMER ST
CUST OMER ADDR
CUST OMER PHONE
CUST OMER FAX
ORDER
ORDER NUMBER
ORDER DATE
STAT US
ORDER IT EM BACKORDERED
QUANT IT Y
ITEM
ITEMNUMBER
QUANT IT Y
DESCRIPT ION
ORDER IT EM SHIPPED
QUANT IT Y
SHIP DAT E
SALES
PERIOD KEY
PRODUCT KEY
CUSTOMER KEY
MARKET KEY
DOLLARS
UNITS
PERIOD
PERIOD KEY
DATE
DAY
MONTH
YEAR
QUARTER
TRIMESTER
CUSTOMER
CUSTOMER KEY
CUSTOMER NAME
CUSTOMER CITY
CUSTOMER POST
CUSTOMER ST
CUSTOMER ADDR
CUSTOMER PHONE
CUSTOMER FAX
PRODUCT
PRODUCT KEY
PRODUCT NAME
DISTRIBUTOR
PRODUCT DESCRIPTION
PRODUCT HEIGHT
PRODUCT WIDTH
PRODUCT DEPTH
PRODUCT WEIGHT
MARKET
MARKET KEY
CITY
STATE
ZIP
ZIP4
DISTRICT
REGION
COUNTRY
Optional
ETL Hub
Optional
ELT
Logical
(Views) Application
Dimensional
Co-Located
Dependent DM
Optional
Optional

43. Teradata’s Analytical Framework
Acquire (data)
• Connect data from across the Enterprise
• Build a 360oView of the customer and their interactions
• Gather feedback of outcomes from previous decisions and actions
Analyse (data)
• Gain Insight from data through analytics
• Identify customer needs
• Optimise future decisions based on insight
and feedback
Act (on insight)
• Deliver relevant cross channel dialogue that
drives value for the customer and the business
• Enable excellent customer service/experience
• Performance manage for value

44. You are the data generators...

45. 45 6/6/2013
Dirk Radetzki
Bereichsleiter Finance
For more information
Andreas Geissler
Fon +49-1728238290 andreas.geissler@teradata.com
or
25. Juni Teradata User Group @ Metro / Düsseldorf