Big Data Use Cases For Different Verticals and Adoption Patterns - Impetus Webinar

A review of multiple industry verticals and how they are using Big Data
Anand Venugopal (AV) Director Business Development Big Data Services
We will talk about.

Definition Value Use-Cases and Patterns How to
2013 Impetus Technologies
Recorded version available at http://www.impetus.com/webinar_registration?event=archived&eid=65
Definition
You have a Big Data situation
When traditional information systems cannot store process or analyze the volume, variety or velocity of data in a costeffective, timely manner
Store Process Analyze
Volume Velocity Variety
COST TIME
Where is the value?
How is Big Data monetized?
Where is the value of Big Data?

Example: Traditional DW/BI vs. Hadoop
CAPEX savings of 96% to 99.56%

$20,000 - $180,000 per TB vs. $800 per TB includes 24/7 support $550 per TB per year after that.
Where is the value?

Quality of Management Deci sions
BIG DATA
Accurate Relevant Quick
Data Intuition
Amount of data analyzed
A powerful example that we all just witnessed
Big Data Analytics won the election

"We are going to measure every single thing in this campaign, Campaign Manager Jim Messina said after taking the job. Analytics team = 5X of 2008 Chief scientist" for the Chicago headquarters (Retail Analytics guru)
The Obama campaign guarded what it believed to be its biggest institutional advantage over Mitt Romney's campaign: its data.
Some facts from the Obama campaign

The first 18 months they aggregated ALL data silos Modeled everything sources, appeals, swing-voters, crowdpullers George Clooney pulled in 40 49 age females: fundraiser Millions In the final weeks, simulation 66000 times every night results used to re-allocate resources
29000 sample from Ohio alone to model demographics

$ 1 Billion raised; Optimally deployed 8 out of 8 swing states swept
Big Data use cases?
Learning from others experiences
Analysis approach of use cases

BFSI Healthcare
Company (CEO) Marketing (VP) Engineering (VP) Sales (VP) Finance (VP) HR (VP)
Telecom
Retail Consumer durables Automobiles
Hospitality
Travel IT Media
West region (Director) East region (Director) South region (Director) North region (Director)
What are use case patterns?

Abstraction of use cases across industry verticals with a set of common factors: Type of data analyzed (3Vs) Nature of analysis or processing Technology stack
Poll
Which patterns are you seeing?
Batch mode- Multi source Data Analytics

Flume, Scribe, Sqoop, Hiho Custom connectors HDFS/ NewSQL/ Hadapt/ MPP DBs Hive / PIG/ MR/ Impala/ Apache Drill
Analytics Applications Multiple Data SourcesStructured
ETL/ ELTLConnector based Big Data Store
Multiple Data SourcesUnstructured
Real Time or Near Real Time Analytics

Storm + Esper; Hstreaming StreamBase, StreamInsight, IBM Streams, SQL Stream JMS/ Messaging (e.g. Kafka)/ Streaming connectors NoSQL (fast ingest)
Alerts
Streams of real time EVENTS
Event Processing Engine
Big Data Store
Rules
Social Media and Natural Language Processing

NLTK, R (text) Apache Mahout, Apache Lucene Apache UIMA (entity extraction) GP Text, Madlib, Clarabridge, Text-miner (SAS, IBM)
NLP & ML
Multiple Data SourcesUnstructured
ETL/ ELTL
Big Data Store

BFSI Healthcare
Telecom
Hospitality
Travel IT Media
Analysis approach: Value drivers Functional areas of Big Data impact
Poll
Where do you see the most value?

BFSI Healthcare
Telecom
Hospitality
Travel IT Media
Vertical: Telecommunication SPs Value Driver: Cost reduce, capex optimize

Functional Area
Network optimization Small % change = Millions of $ Batch processing of multi-source data
Use-case pattern
Batch Analytics and Reporting
Use-case
Correlate various devices logs. Keep SLA, but lower cost of n/w.
DPI of Mobile apps data

Revenue share or throttle
Vertical: Telecom Media Entertainment Value Driver: Increase revenue,

new products
Functional Area
Customer Behavior and New product analytics
Use-case pattern
Real-time, Near real time Analytics + Batch analytics
Use-case
Correlate data from: TV viewing, Internet, Mobile app, Telephone records, Social Media updates and Customer service records DNS data, Mobile transaction, location, Geo-IP, Number-portability
Organizational Transformation! Telecom Information Service
All DATA ASSETS Consolidation and Analytics Real time, Near Real time
Vertical: Financial services Value Driver: Increase revenue, new

products
Functional Area
Fraud Accuracy
Use-case pattern
Use-case
Reducing False positives based on customers individual transaction history Monitoring and Management (Servers, Channeling the right merchant offers to the right customer by individual transaction analytics and profile scoring
Real time + Batch
Personalization and AD targeting
Batch Analytics
Vertical: Financial services Value Driver: Cost reduce, reduce risk

Functional Area
Risk
Use-case pattern
Batch Processing of multi-source data Batch analytics of very large files, unstructured data and social media data
Use-case
Evaluating credit-worthiness and riskprofile of loan-targets using new data sets Evaluate Auto-repair vendors and costoptimization and quality improvement of claims processing
Claims (Insurance)
Vertical: Manufacturing/ Hi-tech Value Driver: New product

development
Functional Area Use-case pattern Use-case
Find new patterns from product testing data from factories failure analysis ? Root-cause ? Prediction of faults
Product Engineering and Process Analytics
Batch Analytics and Reporting Multi-format flexible parsing, search
Real-time + Batch
2-3 TB / day Statistical Process and Quality control real-time responses plus pattern detection using batch analytics
Vertical: Manufacturing/ Hi-tech Value Driver: Revenue++, up-sell/

cross-sell
Functional Area Use-case pattern Use-case
To alert customers and for proactive quality engineering and recommendations
Up-sell/ New offering Sensor Data Analytics (Billing and Analytics) (New revenue) Machine to Machine carrier Real-time, Near real time Cars, Wineries, Oil fields Apply business Analytics, Business rules engine + logic in real-time to alert and prevent failure events; Batch analytics Value-added services for consumers Field deployed product analytics Real time + Batch
Vertical: Retail Value Driver: Revenue++, up-sell

Functional Area
Marketing:
Multi-channel Consumer spend modeling Location Analytics And early alerts Batch analytics of Mobile, POS, Ecommerce
Use-case pattern
Use-case
CLTV
Propensity to buy - analytics
Real-time analytics (TELCO + RETAIL)
Access the customer before the retail experience NOT after check-out
Vertical: Retail Value Driver: Revenue++ Horizontal Area: Social Media Analytics
Functional Area
Operation and Customer Service
Use-case pattern
Real time Social Media Analytics
Use-case
Retail staffing operations- based on reactions to promotions Proactive customer complaints resolution
Poll
Which vertical do you see in 2013?
All Verticals
Horizontal use-cases which are identically applicable to all or most industry verticals
BFSI
Telecom
Retail
Consumer Durables
Automobile
Healthcare
Hospitality
Travel
IT
Media
Horizontal: IT Value Driver: Cost-, Risk-, CapexFunctional Area

IT Infrastructure Transformation
Use-case pattern
Use-case
DW Replacement with Hadoop for storage, reporting and BI
Batch processing of multi-source data

IT Operations (logs, events, alarms) IT Systems Security (Application, Infrastructure, Database Network/ Firewall) Real Time, Near Real Time Analytics
ETL or ELT offload of DW with Hadoop

Monitoring and Management (Servers, Networks, Applications, Storage, Virtualization) Security event detection and prevention in real time Security breach pattern detection and machine learning to create rules-engine
Real Time Analytics Batch Analytics
Horizontal: Contact Center Analytics Value Driver: Cost-, Revenue+, Risk

Functional Area
HR: Employee retention (Call-center)
Use-case pattern
Use-case
Find what type of employees will stay for longer Experience not as important as personality
Contact-center Analytics
Natural Language Processing + Plus Loss reduction: Customer Churn Analytics multi- source batch analytics (email, voice, web) Revenue and Cost: Channel and campaign management- outbound call (voice transcripts= 150x of analysis email/chat) Loss Control: Proactive fault isolation in Telco networks using key-words as leading indicators of N/W faults
Horizontal: Web Analytics/Digital Mktg Value Driver: Revenue+

Functional Area
Sales from Ecommerce
Use-case pattern
Event Pattern Analysis+ Batch Analytics
Use-case
Increase conversion to buy (Rapid A-B testing) Increase revenue up-sell/ cross-sell recommendation engine; (market basket analysis correlated products) CLTV and Propensity to Buy analytics
Digital Marketing and Advertising
Natural Language Processing + Plus multi- source batch analytics (email, voice, web)
Customer behavior and segmentation Analytics Personalization and Micro- Targeting Advertising, Ad Effectiveness
Horizontal: Social Media Analytics Value Driver: Revenue+, Cost, Risk

Functional Area
Marketing Social Media Analytics
Use-case pattern
Key-word search and Natural Language Processing
Use-case
Competitive Analytics Who and What are people talking about the most?
Sentiment Analysis using Natural Language processing
Brand Analytics (sentiment) What are they saying positive, negative? Impacts on Brand perception, products
Influencers analytics Who knows whom? Who are the key influencers? What is the revenue impact of friends-of-friends? Retail Staffing operations; Proactive customer complaints resolution
Graph Analytics + Social Media Analytics
Operations and Customer service
Real time text analytics
We talked about
Big Data-Definition Value Use-Cases How to
Suggesting a pathway for Big Data adoption
Big data strategy is a journey, not a destination. Its not a product youre going to buy; its not something youre going to stand up there and be done with.
Big Data roll-out strategy

Strategy
Business Goals, Locate Collate BIG DATA PoV/ RoI Budget Technology
POC
Identify best sub-set of use-cases
Design and Implement
Production
Implement Integrate Optimize
Operations People Add use-cases
Value Punch
$112M
New revenue from improving fraud accuracy
48 RDBMS licenses out IT transformation to Big Data 11 million+ articles converted into PDF
Less than $300.00
New Business Launched for

Hispanic Consumer Data Analytics
Advisors. Experience Architects. Expertise Applications. Excellence

bigdata.impetus.com bigdata@impetus.com
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Big Data Use Cases For Different Verticals and Adoption Patterns - Impetus Webinar

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A review of multiple industry verticals and how they are using Big Data

Anand Venugopal (AV) Director Business Development Big Data Services

We will talk about.

2013 Impetus Technologies

Recorded version available at http://www.impetus.com/webinar_registration?event=archived&eid=65

Store Process Analyze

Volume Velocity Variety

2013 Impetus Technologies

Recorded version available at http://www.impetus.com/webinar_registration?event=archived&eid=65

Where is the value?

How is Big Data monetized?

2013 Impetus Technologies

Recorded version available at http://www.impetus.com/webinar_registration?event=archived&eid=65

Where is the value of Big Data?

CAPEX savings of 96% to 99.56%

2013 Impetus Technologies

Recorded version available at http://www.impetus.com/webinar_registration?event=archived&eid=65

Where is the value?

Accurate Relevant Quick

2013 Impetus Technologies

Recorded version available at http://www.impetus.com/webinar_registration?event=archived&eid=65

A powerful example that we all just witnessed

2013 Impetus Technologies

Recorded version available at http://www.impetus.com/webinar_registration?event=archived&eid=65

Big Data Analytics won the election

2013 Impetus Technologies

Recorded version available at http://www.impetus.com/webinar_registration?event=archived&eid=65

Some facts from the Obama campaign

29000 sample from Ohio alone to model demographics

Recorded version available at http://www.impetus.com/webinar_registration?event=archived&eid=65