5 big data at work linking discovery and bi to improve business outcomes from industry perspective

Copyright © 2012, Oracle and/or its affiliates. All rights reserved.1
Big Data at Work:
Linking Discovery and BI to
Improve Business Outcomes
from Industry Perspective
Alain Floch – Director APAC Business
Analytics COE

Program Agenda
 Introduction
 Industry Use Cases
 Demonstration
 Getting Started With Big Data

Run the
Business
Organize data to do
something specific
Change the
Business
Take data as-is to figure
out what it can do

Organize data to do
something specific
Take data as-is to figure
out what it can do
Run the
Business
Change the
Business
Business Intelligence
Discovery

The Business Opportunity
“Every day I wake up and ask,
How can I flow data better, manage data better,
analyze data better?”
Rollin Ford, CIO, WalMart
Source: The Economist, “Data, Data Everywhere”
“...how do we aggregate all of that data in a way that
we can add more value for our customers, further
differentiate our user experience from our competitors
and continue to build our image and reputation as a
company?
Paul Mascarenas, CTO, Ford
Source:
If you could have all the data you wanted,
what would you do differently?

MEDIA/
ENTERTAINMENT
Viewers / advertising
effectiveness
COMMUNICATIONS
Location-based
advertising
EDUCATION &
RESEARCH
Experiment
sensor analysis
CONSUMER
PACKAGED
GOODS
Sentiment analysis
of what’s hot,
problems
HEALTH CARE
Patient sensors,
monitoring, EHRs
Quality of care
LIFE
SCIENCES
Clinical trials
Genomics
HIGH TECHNOLOGY /
INDUSTRIAL MFG.
Mfg quality
Warranty analysis
OIL & GAS
Drilling
exploration
sensor analysis
FINANCIAL
SERVICES
Risk & portfolio analysis
New products
AUTOMOTIVE
Auto sensors
reporting
location,
problems
RETAIL
Consumer
sentiment
Optimized
marketing
LAW
ENFORCEMENT
& DEFENSE
Threat analysis -
social media
monitoring, photo
analysis
TRAVEL &
TRANSPORTATION
Sensor analysis for
optimal traffic flows
Customer sentiment
UTILITIES
Smart Meter
analysis for
network
capacity,
Sample of Big Data Use Cases Today
ON-LINE
SERVICES /
SOCIAL
MEDIA
People & career
matching
Web-site
optimization
Challenged by: Data Volume, Velocity, Variety

Where is Your Big Data Opportunity?
“In a big data world, a competitor that fails to sufficiently
develop its capabilities will be left behind.”
McKinsey Global Institute
INNOVATE
INCREASE
REVENUE
LOWER
COSTS

Lower Costs
Machine Data Analysis
FactoriesAppliances
Smart
Phones
Vehicles
Improve manufacturing efficiencies
Enhance inventory control
Mitigate risks

 Installed Smart Meters replacing
over 2.1 million devices
 Integrated customer information
and billing
 Reduced peak energy use with
demand response programs
 Collected load data for analytics
and load metrics
Up-to-Date Customer Information
Sempra Energy
Smart Meters Running on Oracle Event Processing

 Discoveries grew 50 fold to $10B in 8yrs
 Reduced the information delivery and report
development personnel cost by 97%.
 “The Oracle systems—especially BI are designed
to be as flexible and agile.Oracle’s systems look
for the anomalies, and once we see those
anomalies, then we use our curiosity to make
money with that. ……. And that's the importance of
information and data for us.” Jim Vick, VP & CIO,
Southwestern Energy
Need insight from account team
Southwestern Energy
360 View of operations

Increase Revenue
Deeper Customer Analysis
What
customers
are buying
What
customers
are saying
What
customers
are calling on
What
customers
are scanning
More efficient marketing campaigns
Better customer retention
Deeper competitive intelligence

 14% revenue uplift for shore excursions
and on-board indulgences
 “We now have data on what imagery,
messaging, products and services are
most important for our guests and a self-
learning capability that optimizes over
time.”
Therron Hofsetz, IT Director
Real-time personalized recommendations
using predictive analytics
Optimize the Guest Experience
Solution components: Oracle Siebel CRM, Oracle Business Intelligence, Oracle Real-
Time Decisions, and Oracle WebCenter Sites

“Oracle gives us vital insights into
previously disparate demand data.
Capturing, managing, and analyzing
data at many different levels
enables us to avoid unnecessary
costs and respond quickly to
changing market demands.”
- Larry Brooks, Director, Business
Information and Innovation, Clorox
Lower costs, faster response
The Clorox Company

Innovate
New Data, New Analysis
Operational
Innovation
Product
Innovation
Marketing
Innovation
Regulatory
Innovation
Offer new products and services
Accelerate growth of existing businesses
Develop new business models

 $6.3M additional revenue
 $738K/year reduced costs
 “We have already reduced our
Time to Market by 50% and we
feel we have an opportunity to
take out another 25% from the
NPD cycle.”
Craig Bacon, Sr. VP R&D
Shortening Time to Market
The Tyson Company

Demonstration Overview
 Business Purpose:
– Help businesses understand reasons behind sales performance by analyzing related
non-traditional, unstructured sources such as social media, consumer reviews,
industry blogs, expert analysis, news articles and so on
– Understand the voice and sentiment of the consumer related to your brands,
products and services
 Data Sources:
– Siebel CRM, Retek, …
– MicroBlogs: Twitter, BlogSite
– Industry and Consumer Blogs: Multiple
– Message Boards: Flickr, RedditBoard, etc
– Consumer Reviews: Best Buy, Wal-mart, Amazon, etc

What Makes Big Data Discovery Work for You?
 Combine diverse data without a pre-determined model
– Start right away with the data as it is
 Analyze structured and unstructured data to drive a consumer-friendly
user interface
– Explore diverse data with zero training
 Balance Business needs for rapid change, with IT governance
– Reduce the time and effort of responding to changing business
requirements

user interface
 Balance Business needs for rapid change and IT governance
requirements

Combine diverse data without a pre-determined
model
+
Unstructured Content
------alternator issue--------
-------------------------------------
faulty alternator---------------
-------------------------------------
--------------------alternator---
-------------------------------------
-------------------------------------
-----alternator not charging
-------------------------------------
“.. possibly a problem
with alternators.”
TEXT
“Battery related
claims increasing..”
Structured Data Sources

user interface
requirements

Explore diverse data with zero training
Oracle BI Server Models
Cloud and Social
Personal Excel Files
IT Provisioned Enterprise Data
Documents and Web Pages
Add New Data
Integrate diverse data from personal files,
enterprise sources and external web content
Ask New Questions
Leverage best in class search combined with consumer-
style navigation, right out of the box
See New Patterns
Search results organize imperfect data, Live text enrichment exposes hidden
themes. Powerful, interactive data visualizations reveal new insights

user interface
requirements

Balance Business needs and IT governance
Sophisticated analytic
query language to
power interactive data
visualizations
Best in class search
includes spell correct,
stop words, synonyms,
word stemming, match
modes and configurable
relevance ranking
Endeca Server
Purpose-built, in-memory
engine for structured and
unstructured data
Consumer style
navigation for unscripted
exploration across all of
the data characteristics
Data enrichment services
to extract meaning from
text while index is live
Discover relevant
themes in the data
analyze document
level sentiment

Change the Business
Take data as-is to figure out what it can do
Ask New Questions
Unscripted exploration across
wide range of data characteristics
See New Patterns
Interactive visualizations that
reveal patterns hidden in dataAdd New Data
Rapidly combine new data
with existing sources

Business Intelligence and Data Discovery
Distinct but Complementary Capabilities
Business Intelligence
Broad Insight on
Modeled Questions
Data Discovery
Deep Insight on New
Questions
Drive focus on data
that most impacts
the business
Incorporate new
questions and data
perspectives into
enterprise model

 Analyze your available data to develop a
strategy – what data do you underutilize?
What are the business hypotheses for
these strategies?
 Use Information Discovery to prove out
analytical hypotheses – what data when
combined has some value?
 Incorporate these into real-time or batch
analytical processes and operationalize
your big data.
Big Data Programs are Iterative
Getting Started with Big Data
360 degree View of operations and innovation
Strategy &
Analysis
Discovery
&
Validation
Implement
&
Iterate

Big Data at Work
Tightest Integration
of Big Data into Business Analytics
Big Data Discovery
in Weeks Not Months
Predictive Analytics
For All Big Data Environments
Best Price/Performance
Big Data Platform
Fastest Connection
Between Big Data Analytical Environments

5 big data at work linking discovery and bi to improve business outcomes from industry perspective

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