Driving Profitability with Big Data Integration. TDWI Orlando 2012 Big Data Forum Nov 13 th 2012

Transcription

1 Driving Profitability with Big Data Integration TDWI Orlando 2012 Big Data Forum Nov 13 th 2012

2 Tipping Point

3 Growing Trends

4 Forces Shaping Business

5 State of Enterprise Data

6 Business Shift

7 Noise vs Value

8 Perspective

9 Big Data Differentiators Is Data definitely, but It is not like anything you have dealt with before Has no finite structure Heavy on volume, ambiguous in metadata, loosely connected in structure If data is linguistic oriented, processing will be heavily contextual If data is numeric oriented, processing needs more granular data or has more number crunching If semi structured data, it needs more expansion and can have a mixed workload

10 Business Drives Big Data Big Data needs investigation and inspection prior to processing Big Data needs more human interface and emotional tie-in Big Data needs more understanding of context Facebook / Twitter / Flickr LinkedIn Forums / Collaboration Suites Textual / Video / Image Data Big Data needs more hypothesis prior to standardization Big Data needs to be treated as a non-it project

11 Challenges Acquisition of data Quality of data Metadata Value of data Organizational readiness Adoption Visualization Time To Delivery

12 Analysis

13 Processing The Details No IT involvement seen in this cycle

14 Case Copyright Sixth Sense Advisors

15 Financial Services Background Leading multi-services financial institution was not having success with campaign implementations, resulting in low ROI and greater spend. The secondary associated issue was the lack of new client acquisition from gen Y and gen Z segments, which is the largest growing segment in the industry today Services provided include mortgage, retail and commercial banking, investment services, life and auto insurance, commercial insurance Big Data There are multiple parts of data including call center, internet, , contracts and credit agencies from an external perspective Current Data CRM, Customer Accounts, Campaign and Sales Solution - A holistic solution adopted by this company was to harness customer data across all touch points and mashup the result sets into one dashboard. The dashboard was shared across footprints internally and externally to the customer themselves on tethered or mobile devices. Benefits Micro-targeting Event driven responses to life events Customer centric call center ROI Increased stickiness to campaigns Increased cross sell Higher payback Customer driven referral markets

16 Social Media & Pharmaceuticals Background A global pharmaceutical company was executing clinical trials for a new class of drugs. The traditional patient and physician education process was not yielding traction across the globe The company turned to adopting Web 2.0 approaches to enable crowd driven models for this purpose. Benefits Better clinical insights from newer global patient population New physician population Physician collaboration in research and development Patient collaboration in forming local and global communities to support each other during therapies Global population data provided startling insights to foster better research on gene patterns Big Data Collaboration suites, internet sites Current Data Physician Data, Patient Data, Sales Data, Campaign Data Solution - The overall architecture included implementing web2.0 models of consumer engagement. ROI Increased stickiness to outreach Better predictable cycle times for research Consumer driven R&D yielding better data

17 Data Science & Mineral Mining GoldCorp Within a few years: Within 1 month: From a $100 million company into a $9 billion juggernaut More than 1000 virtual prospectors 50 countries 110 new targets, 50% previously unidentified 80% yielded gold $575,000 prize money 400Mb data 55,000 acres

18 Manufacturing & Gamification

19 Manufacturing & R&D

20 Peer 2 Peer & Retail

21 Social CRM & Retail

22 Risk & Contracts Management Background M&A activities often take long cycle times due to delays in review of contracts owned and underwritten by the seller Often the risks associated with the contracts are overlooked by some department leading to severe financial stress post the acquisition Opportunity Organizations can leverage discovery and collaboration platforms to ensure that all the risks are identified and flagged, processed and analyzed by all departments in a collaborated single version of truth Benefits The entire process will take lesser time All risks can be identified and flagged for review Everybody will work on a single version of truth Electronic records will create easy auditable models for Regulatory and Compliance needs Multiple reviews and processing cycles can be accommodated

23 Key Business Trends Mega Trends Socialization Collaboration Gamification Mobile Micro Trends Micro-Segmentation Advanced Analytics

24 The New Way

25 Critical Success Factors

26 Thank You Krish Krishnan President, Sixth Sense Advisors Inc.