Big Data Arrêtons d en parler, passons à l action!

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Esther Pearson
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12 Our Big Data Story We started focusing on predicting infrastructure outages IT Security Sales Forecasting Manufacturing (Quality) Logistics Voice of Customer (TCE) Digital Marketing HR (Healthcare Insurance)

13 March 17 th 2011 RSA disclosed it was the target of an Advanced Persistent Threat. On June 6th, RSA issued an open letter to customers. They reinforced that the attack on Lockheed Martin did not reflect a new threat or vulnerability in RSA SecurID technology. 1 TARGETED SPECIFIC OBJECTIVE 2 INTERACTIVE HUMAN INVOLVEMENT 3 STEALTHY LOW AND SLOW System Intrusion Attack Begins Cover-Up Discovery Leap Frog Attacks Cover-Up Complete TIME Dwell Time Response Time Attack Identified Decrease Speed 1 Dwell Time 2 Response Time Response Copyright 2013 EMC Corporation. All rights reserved. 13

15 Big Data is but part of a wider strategy What rights are being sold Creator (Ownership of asset plus significant transformation of the asset) What type of asset is involved Financial Physical Intangible Human Entrepreneur Manufacturer Inventor Human Creator* Distributor (Ownership of asset plus limited transformation of the asset) Financial Trader Wholesaler / Retailer IP Trader Human Distributor* Landlord (Use of asset) Financial Landlord Physical Landlord Intellectual Landlord Contractor Broker (Matching of buyer and seller) Financial Broker Physical Broker IP Broker HR Broker Financial Performance Market value: Tobin s Q, factor-risk alpha Profitability: Return on invested capital (ROIC), Return on assets (ROA) Operating Efficiency: Operating cash flow on assets, cash flow margin on sales Sources: Do Some Business Models Perform Better than Others? Malone, Weill, Lai, D Urso, Herman, Apel & Woerner, May, What Is Your Digital Business Model? Weill, June * Models illegal in the US today. Copyright 2013 EMC Corporation. All rights reserved. 15

16 Marketplace to market-space Your business model is important. Does it change in a changing world? CONTENT CONTEXT INFRASTRUCTURE Information, products Packaging, format, tailoring, service, community, tools Platforms of services including infrastructure, technology, data and know how CONTENT EXPERIENCE PLATFORM MARKETPLACE Tangible, product paradigm, physically based, traditional economics, customer transactions, integrated MARKET-SPACE Intangible, service paradigm, information based, new economics, customer relationships, modular Sources: Do Some Business Models Perform Better than Others? Malone, Weill, Lai, D Urso, Herman, Apel & Woerner, May, What Is Your Digital Business Model? Weill, June 2011 Copyright 2013 EMC Corporation. All rights reserved. 16

17 and the role of Big Data Can new data and better analytics improve content, experience & platform CONTENT What is consumed (information/ product) EXPERIENCE How is it packaged How do you get / create value from your content? Do you know how good your customer experience is? Franklin Templeton Fund Manager 139 Mutual funds, 21 insurance funds Interactive online presentations, portfolio manager webcasts, emerging markets blog YOU Can you improve content by including new previously inaccessible data sources? How to have a better understanding of and more intimate relationships with a growing customer population? PLATFORM How is it delivered (internally/ externally) How good is your platform? Can others co-create on it? Security pricing, client transactions, report processing Would it be beneficial to do more or more complex analytics more quickly? Sources: Do Some Business Models Perform Better than Others? Malone, Weill, Lai, D Urso, Herman, Apel & Woerner, May, What Is Your Digital Business Model? Weill, June 2011 Copyright 2013 EMC Corporation. All rights reserved. 17

Automate analytics by embedding into certain business operations New revenue streams #1) sell data with

18 Business Monitoring Business Insights Business Optimization Data Monetization Business Metamorphosis Use BI to identify underand overperforming business areas Derive insights from data and plug them back into the business Automate analytics by embedding into certain business operations New revenue streams #1) sell data with analytics #2) create intelligent products #3) transform customer relationships Create new services and/or new markets

R U C T U R E D DATA GOVERNANCE DATA QUALITY MASTER DATA MANAGEMENT DATA INTEGRATION DATA SOURCES TRANSACTIONAL

19 TOOLS & CONSULTING DATA SCIENTIST C O L L A B O R AT I O N SOLUTION TRAINING DESIGN/ DEVELOPMENT VISUALIZATION REPORTING DASHBOARDS ANALYTICS PREDICTIVE PLANNING / WHAT-IF TEXT ANALYTICS BIG DATA PLATFORM STRUCTURED U N S T R U C T U R E D DATA GOVERNANCE DATA QUALITY MASTER DATA MANAGEMENT DATA INTEGRATION DATA SOURCES TRANSACTIONAL DATA M A C H I N E D ATA S O C I A L EXTERNAL O T H E R S Copyright 2013 EMC Corporation. All rights reserved. 19

20 The 3 Phases of Data Science Denial #1 The problem is the Data #2 The problem is the Model #3 The problem is You

SECURITY MEETS BIG DATA. Achieve Effectiveness And Efficiency. Copyright 2012 EMC Corporation. All rights reserved.

SECURITY MEETS BIG DATA. Achieve Effectiveness And Efficiency. Copyright 2012 EMC Corporation. All rights reserved. SECURITY MEETS BIG DATA Achieve Effectiveness And Efficiency 1 IN 2010 THE DIGITAL UNIVERSE WAS 1.2 ZETTABYTES 1,000,000,000,000,000,000,000 Zetta Exa Peta Tera Giga Mega Kilo Byte Source: 2010 IDC Digital