Oracle & Big Data. Bram den Uijl InformaGon Architect Oracle ConsulGng, Business AnalyGcs May, 2015

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2 Oracle & Big Data Bram den Uijl InformaGon Architect Oracle ConsulGng, Business AnalyGcs May, 2015 Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted

3 Agenda Oracle history and background My daily job J - Oracle and Big Data Defini;ons of Big Data Characteris;cs Use cases Workshops /Food for thought Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 3

4 Oracle history and background Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 4

5 Oracle the begin Copyright 2014 Oracle and/or its affiliates. All rights reserved.

6 Oracle The Stack Copyright 2014 Oracle and/or its affiliates. All rights reserved.

7 ApplicaGons Programma s, SoWware Copyright 2014 Oracle and/or its affiliates. All rights reserved.

8 Middleware Cement en kit tussen de tegels/stenen Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 8

9 Database Gegevens, Kaartenbak Copyright 2014 Oracle and/or its affiliates. All rights reserved.

10 Database Data gestructureerd (Past netjes in 1 vakje van je kast) Data Niet gestructureerd = Big Data Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 10

11 OperaGng System Besturing van computers Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 11

12 Servers Computers zelf (soms klein, meestal groot) Copyright 2014 Oracle and/or its affiliates. All rights reserved.

13 Servers en applicagons On premise Cloud Op LocaGe: Je kan het Aanraken/ voelen... in de lucht Internet, via WiFi Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 13

14 Storage Opslag van gegevens en bestanden (filmpjes, muziek etc.) Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 14

15 My daily job J Oracle and Big Data Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 15

16 InformaGon Management Architecture Logical View InformaGon Provisioning Direct Flow from Source Systems Data Sources Data Engines & Poly- structured sources Structured Data Sources Master & Reference Data Sources OperaGonal Data COTS Data Streaming & BAM Data IngesGon Access & Performance Layer Access and Performance Layer Foundation Data Layer Past, current and future interpretagon of enterprise data. Structured to support agile access & navigagon Immutable modelled data. Business Process Neutral form. Abstracted from business process changes Virtualisation & Query Federation Enterprise Performance Management Pre- built & Ad- hoc BI Assets InformaGon Services Raw Data Reservoir Content Docs SMS Web & Social Media Immutable raw data reservoir Raw data at rest is not interpreted InformaGon InterpretaGon Data Science Copyright 2014 Oracle and/or its affiliates. All rights reserved.

17 Copyright 2014 Oracle and/or its affiliates. All rights reserved.

18 Big Data DefiniGons Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 18

19 DefiniGons Datasets whose size is beyond the ability of typical database sowware tools to capture, store, manage, and analyse Big Data Study of McKinsey in 2011 An all- encompassing term for any collec;on of data set so large and complex that it becomes difficult Higher to process using tradigonal data Different processing applicagons. New data volume Wikipedia structures The ability of society to harness informagon in novel ways to produce useful insights or goods and services of significant value and things one can do at a large scale that cannot be done at a smaller one, to extract new insights or create new forms of value. Viktro Mayer- Schönberger and Kenneth Cukier Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 19

20 More definigons The shiq (for enterprises) from processing internal data to mining external data. hap://whatsthebigdata.com/ The belief that the more data you have the more insights and answers will rise automa;cally from the pool of ones and zeros. External More Cameron insight Phillipp- Edmonds, techwell.com sources More feedback A new aotude by businesses, non- profits, government agencies, and individuals that combining data from mul;ple sources could lead to beper decisions. Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 20

21 DefiniGon High- volume, - velocity and - variety informagon informa?on assets that demand cost- effecgve, innovagve forms of informagon processing for enhanced insight and decision making. Gartner WHAT High- volume, - velocity and - variety informagon assets Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 21

22 DefiniGon High- volume, - velocity and - variety informagon assets that demand cost- effec?ve, innova?ve forms of informa?on processing for enhanced insight and decision making. Gartner WHAT HOW High- volume, - velocity and - variety informagon assets Cost- effecgve, innovagve forms of informagon processing 22 Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted

23 DefiniGon High- volume, - velocity and - variety informagon assets that demand cost- effecgve, innovagve forms of informagon processing for enhanced insight and decision making. Gartner WHAT HOW GOAL High- volume, - velocity and - variety informagon assets Cost- effecgve, innovagve forms of informagon processing Enhanced insight and decision making 23 Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted

24 Self- branding Big Data insights Self-branding Better Matching Users all must brand themselves in a specific way in order to get whatever they are looking for, in this case a relagonship. It requires users to brand themselves as products that other users would poten;ally want to buy or more accurately get to know beper based on how they market themselves differently than every other individual looking for companionship on the site. Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 24

25 CharacterisGcs Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 25

26 Produce Data 12 % ExecuGves who feel they understand the impact data will have on their organizagons Use Data Copyright 2014 Oracle and/or its affiliates. All rights reserved.

27 CharacterisGcs Structured transac;onal data Type (CX of and data ERP) #1 Procurement, sales, CX/CRM, Unstructured data (service, social, Type channel of data) #2 Facebook, Twiper, Google+, LinkedIn, Fraud detec;on etc. Data usage Opera;ons & supply chain Customer Experience fuel Non transac;onal data (partner data Type extern) of data #3 Market- scans, Gartner, Non transac;onal data (demographic data intern & Type extern) of data #4 CBS, SCP, Mul; strutured data (combina;on of web, Type video, of data images) #5 Instagram, Picasa, Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 27

28 Workshop 1 Welke data is er van jou bekend? Waar is de data van jou? Welke data van jou mag bekend zijn? Wie maakt er gebruik van je data? Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 28

29 Use cases Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 29

30 Use Cases Sport Media Banking Industry Insurance Services Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 30

31 Workshop 2 Wat betekent Big Data voor bedrijven? Welke kansen zie je? Welke beperkingen/ gevaren zie je? Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 31

32 Flemish company that we know from the following media: Radio & television: Q- music, AT5 Papers: Het Parool, Trouw, Algemeen Dagblad, de Volkskrant Magazines: VNU Media, Intermediair Matching Available data How to improve matching? Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 32

33 Flemish company that we know from the following media: Radio & television: Q- music, AT5 Papers: Het Parool, Trouw, Algemeen Dagblad, de Volkskrant Magazines: VNU Media, Intermediair Matching Available data How to improve matching? Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 33

34 Matching few examples: Media- content ~ interests of the customer MarkeGng focus ~ new customers (extend customer base) MarkeGng focus ~ current customers (maintain current customer base) Matching Available data How to improve matching? Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 34

35 Available data: Sales data: what products are sold to what customers for what price at what Gme MarkeQng data: which markegng campaigns apracted what type of customers? Customer data: which customers ended their contract, website comments External data: reviews, twiper sengment Matching Available data How to improve matching? Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 35

36 Improve matching markeqng focus ~ current customers Used data: locagon- data, sales- data per product, customer reviews, personal contact Purpose: determine what customers are likely to not renew their newspaper Improve matching: provide markegng with this list of customers Matching Available data How to improve matching? Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 36

37 Actual use case: De Persgroep build a predicgve model based on big data which with an accuracy of 92% is able to predict that you wont renew your newspaper anymore. They changed their markegng strategy to retain customers that otherwise would have not renewed their newspaper. This predicgve model is build on Oracle s Big Data Appliance. Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 37

38 Xerox is an American mulgnagonal document management corporagon that produces and sells a range of printers, photocopiers, presses, and related consulgng services and suppliers. Xerox had a matching problem: how to find good people for their call centres. Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 38

39 Matching: Call centre applicants ~ job openings Matching Available data How to improve matching? Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 39

40 Available data: Interview quesgons of applicants Behaviour of call centre personal that perform good A set of logs that describe call centre scenario s Feedback on call centre scenario s Matching Available data How to improve matching? Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 40

41 Improve matching call centre applicants ~ job openings Collect personal traits from good personnel Create a test that screens for personality traits of the ideal call centre employee and puts them through scenarios they might encounter on the job Matching Available data How to improve matching? Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 41

42 Goal: Improve hiring process of call centre employees Big Data challenge: At Xerox, applicants take a 30- minute test that screens for personality traits and puts them through scenarios they might encounter on the job. A big data model decides whether an applicant will get the job. This model is based on personal threats that ideal call- centre workers have. Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 42

43 Insurance branch Matching: Driver behaviour ~ Prices for car insurances Matching Available data How to improve matching? Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 43

44 Insurance branch Available data: Historical data (in case the driver has a record) Collect sensor data from the driver Matching Available data How to improve matching? Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 44

45 Insurance branch Improve matching - Driver behaviour ~ Prices for car insurances Create risk model from sensor data Win/win? A driver can prove that he/she has a good driver behaviour and has a cheaper car insurance. Matching Available data How to improve matching? Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 45

46 Use case Online dagng Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 46

47 Workshop 3 Welke vragen wil je stellen bij een dagng- site? Welke vragen zou je eventuele partner moeten stellen? Wat is nodig voor de ideale match? Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 47

48 Goal: DaGng matching performance Big Data challenge: Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 48

49 Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 49

50 Problem: You need common answers to be matched Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 50

51 answers of partners Mindful Diverse God Dog TaAoo Green Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 51

52 De afbeelding kan niet worden weergegeven. Mogelijk is er onvoldoende geheugen beschikbaar om de afbeelding te openen of is de afbeelding beschadigd. Start de computer opnieuw op en open het bestand opnieuw. Als de afbeelding nog steeds wordt voorgesteld door een rode X, kunt u de afbeelding verwijderen en opnieuw invoegen. De afbeelding kan niet worden weergegeven. Mogelijk is er onvoldoende geheugen beschikbaar om de afbeelding te openen of is de afbeelding beschadigd. Start de computer opnieuw op en open het bestand opnieuw. Als de afbeelding nog steeds wordt voorgesteld door een rode X, kunt u de afbeelding verwijderen en opnieuw invoegen. De afbeelding kan niet worden weergegeven. Mogelijk is er onvoldoende geheugen beschikbaar om de afbeelding te openen of is de afbeelding beschadigd. Start de computer opnieuw op en open het bestand opnieuw. Als de afbeelding nog steeds wordt voorgesteld door een rode X, kunt u de afbeelding verwijderen en opnieuw invoegen. De afbeelding kan niet worden weergegeven. Mogelijk is er onvoldoende geheugen beschikbaar om de afbeelding te openen of is de afbeelding beschadigd. Start de computer opnieuw op en open het bestand opnieuw. Als de afbeelding nog steeds wordt voorgesteld door een rode X, kunt u de afbeelding verwijderen en opnieuw invoegen. 1. What type of partners are in the cluster? 2. Set up a profile 3. Answer top 500 quesgons honestly 4. Let computer assign the importance of each quesgon 5. NoGfy partner by automagcally visigng their profiles Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 52

53 Self- branding Big Data insights Self-branding Better Matching Users all must brand themselves in a specific way in order to get whatever they are looking for, in this case a relagonship. It requires users to brand themselves as products that other users would poten;ally want to buy or more accurately get to know beper based on how they market themselves differently than every other individual looking for companionship on the site. Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 53

54 Summary CreaGvity InnovaGon Big Data is everywhere! RelaGonships and dependencies Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle ConfidenGal Internal/Restricted/Highly Restricted 54

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EMERGENCIES IVAO BE 28 OCT. 2006. by Bob van der Flier IVAO-TA12 & PATCO De afbeelding kan niet worden weergegeven. Het is mogelijk dat er onvoldoende geheugen beschikbaar is op de computer om de afbeelding te openen of dat de afbeelding beschadigd is. Start de computer opnieuw

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