Big Data Tida

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<ul><li><p>1 Copyright 2012, Oracle and/or its affiliates. All rights reserved.</p><p>Sustainable Competitive Advantage Through Better Decision:</p><p>How Big Data Information Discovery Provides Valuable Insights</p><p>Tidaporn Santimanawong, Sales Consulting Director, Oracle ASEAN Business Analytics</p></li><li><p>Business Intelligence</p><p> (Multi-dimensional) </p><p>2 | 2012 Oracle Corporation | Confidential Oracle Internal</p><p> (Life Style, Value) </p></li><li><p>Generation Y, Young Generation</p><p> Generation Y 35 </p><p>3 | 2012 Oracle Corporation | Confidential Oracle Internal</p><p> 55% (1,024 ) </p><p> 42% </p></li><li><p>Generation Y, Young Generation</p><p> Y </p><p>4 | 2012 Oracle Corporation | Confidential Oracle Internal</p><p> + , </p></li><li><p>Oracle Business AnalyticsDrive Better Business Outcomes</p><p>ANY</p><p>BETTERDECISIONS </p><p>Copyright 2012, Oracle and/or its affiliates. All rights reserved. Oracle Confidential.5</p><p>ANYDATA</p><p>FASTERACTION</p></li><li><p>Why should I pay a checking fee if other </p><p>banks dont charge </p><p>one? customer.</p><p>She saved the project </p><p>with strong leadership </p><p>&amp; building trust with the </p><p>customer.</p><p>Dialogues Contain Critical, Untapped Insights</p><p>discounted shipping.</p><p>Competitive pricing is </p><p>15% lower than yours </p><p>and they offer </p><p>discounted shipping. late</p><p>Refuse collection hasnt been so reliable recently 8 theyve been coming </p><p>late</p><p>Copyright 2012, Oracle and/or its affiliates. All rights reserved.6</p><p>Customers Workforce Supplier &amp;Partners</p><p>The Public</p></li><li><p>New Insights Drive New Opportunities</p><p> Revenue &amp; margin Customer retention Brand perception Segmentation and </p><p>targeting</p><p>Impact</p><p> Employee retention Improved </p><p>productivity Hiring&amp; Staffing Compensation</p><p>Customers Workforce </p><p>Copyright 2012, Oracle and/or its affiliates. All rights reserved.7</p><p>Revenue &amp; marginOperational efficiency.Better partnershipsProduct positioning.</p><p>Impact</p><p> Revenue &amp; margin Operational efficiency Better partnerships Product positioning</p><p> Public sentiment Trends insight Brand perception Hiring ability</p><p>The Public3rd Parties</p></li><li><p>The Challenges of Unstructured Data</p><p>DATA IS GROWINGIN VOLUMEAND DIVERSITY</p><p>DATA CAN BE DIRTY OROF UNCERTAIN VALUE</p><p>XML</p><p>AMOSTLY TEXT, ANDDIVERSE SCHEMAS</p><p>Copyright 2012, Oracle and/or its affiliates. All rights reserved.8</p><p>Websites Social MediaText in Enterprise</p><p>Applications</p><p>Enterprise Content Systems,</p><p>File Systems, EmailBig Data</p><p>80% UNSTRUCTURED</p><p>Business Intelligence</p><p>and Data Warehouses</p><p>20% STRUCTURED</p></li><li><p>Oracle Endeca Information DiscoveryBest platform for Unstructured Analytics</p><p>Endeca ServerHybrid Search/Analytical Database</p><p>Flexible Data Model</p><p>Oracle Endeca Information DiscoveryExtend Business Analytics with Unstructured Data</p><p>Oracle Business IntelligenceBest platform for integrated ROLAP and MOLAP</p><p>BI Server + EssbaseCommon EnterpriseInformation Model</p><p>Copyright 2012, Oracle and/or its affiliates. All rights reserved.9</p><p>Social MediaContent Systems,Files, Email</p><p>Websites</p><p>Unstructured Data</p><p>Big DataOLTP &amp; ODS</p><p>SystemsEnterprise Applications(Oracle, SAP, Others)</p><p>Data Warehouse&amp; Data Marts</p><p>Structured Data</p></li><li><p>High Value Information Discovery use cases </p><p>impossible to address with traditional BI tools</p><p>Four example use cases:</p><p>1. Product Quality - Discovery and Analysis :- ERP Manufacturing Apps</p><p>2. Insurance Claims - Discovery and Analysis :- Insurance and Healthcare customers</p><p>10 | 2011 Oracle Corporation | Confidential Oracle Internal</p><p>3. Criminal Intelligence - Discovery and Analysis :-Law enforcement and intelligence </p><p>agencies</p><p>4. Social Media and Sentiment - Discovery and Analysis:- CRM Application</p></li><li><p>Use Case 1: Product Quality Discovery &amp; Analysis</p><p>CUSTOMER PROFILE</p><p> Discrete manufacturer</p><p> Product population </p></li><li><p> Reduce warranty costs and detection to correction time</p><p> Common view of six years of product and quality data from </p><p>Investigate Root Cause</p><p>Global Automotive Manufacturer Gets Ahead of Quality Issues</p><p>Copyright 2012, Oracle and/or its affiliates. All rights reserved.12</p><p>product and quality data from multiple systems</p><p> Quality engineers explore root cause (why) of product issues from unstructured data.</p><p> Operates along side Oracle BI EE, Essbase, EPM and PeopleSoft</p></li><li><p>An Example: Automotive Quality</p><p>Suspect</p><p>Algorithm</p><p>Correlation Analysis </p><p>identifies a high rate </p><p>of battery failures in </p><p>Scandinavia</p><p>Using Endeca the analyst The Analyst Discovers:</p><p>13 Copyright 2012, Oracle and/or its affiliates. All rights reserved.</p><p>ExploreDiscover</p><p>Data: </p><p>Structured &amp; </p><p>Unstructured</p><p>Using Endeca the analyst </p><p>investigates: Structured Data</p><p>- Defective parts and suppliers</p><p>- Vehicle models and options</p><p>- Weather patterns</p><p>- Manufacturing sites and dates</p><p>- Vehicle distribution and delivery</p><p> Unstructured Data</p><p>- Service Technician Reports</p><p>- Internet Forums</p><p>The Analyst Discovers: Service technicians and vehicle owners </p><p>have complained about the problem in unstructured text - and also mentioned seat heating</p><p> The alternator on problem vehicles has recently been second sourced from a new supplier</p><p> This new alternator ...</p><p>... delivers insufficient power </p><p>... in extreme conditions</p><p>... in vehicles that have seat heating</p></li><li><p>Opportunity 2: Insurance Claims Discovery &amp; AnalysisWho buys it &amp; what are they looking for?</p><p>CUSTOMER PROFILE</p><p> Insurance provider</p><p> Active claims between 1M and 10M</p><p>CUSTOMER PROFILE</p><p> Insurance provider</p><p> Active claims between 1M and 10M</p><p>PAINS</p><p> Claims management system notes cant be incorporated into analysis because it is in unstructured (text) format</p><p> Difficult to identify fraudulent claims without ability to correlate information between different </p><p>PAINS</p><p> Claims management system notes cant be incorporated into analysis because it is in unstructured (text) format</p><p> Difficult to identify fraudulent claims without ability to correlate information between different </p><p>OBJECTIVES</p><p> Earlier, more accurate detection of fraudulent insurance claims</p><p> Unlimited exploration across all dimensions of the source data systems</p><p>OBJECTIVES</p><p> Earlier, more accurate detection of fraudulent insurance claims</p><p> Unlimited exploration across all dimensions of the source data systems</p><p>14 | 2011 Oracle Corporation | Confidential Oracle Internal</p><p>information between different sources</p><p> Existing BI tools arent designed for use by front line claims analysts with domain expertise</p><p>information between different sources</p><p> Existing BI tools arent designed for use by front line claims analysts with domain expertise</p><p> Consumer-friendly, search-oriented interface</p><p> Reduced overall claims cost and increased customer satisfaction</p><p> Consumer-friendly, search-oriented interface</p><p> Reduced overall claims cost and increased customer satisfaction</p><p>The notes in our claims management system </p><p>are finally available alongside our structured </p><p>data sources, supporting our fraud detection </p><p>efforts and improving call handling quality.</p><p>CIO</p></li><li><p>Customer Success: Liberty Mutual</p><p>Auto, Home and Life Insurance Provider</p><p>OVERVIEW</p><p> Liberty Mutual needed to reduce claims fraud and abuse while improving overall customer satisfaction</p><p>CHALLENGES/OPPORTUNITIES</p><p> Existing BI standard (MicroStrategy) unable to combine notes fields from insurance claims with structured data sources</p><p>RESULTS := Go-live 10/21/2011</p><p>15 Copyright 2012, Oracle and/or its affiliates. All rights reserved.</p><p>insurance claims with structured data sources Competitive pressure from low-cost providers to differentiate by providing best-</p><p>in-class customer service</p><p>SOLUTION</p><p> Provides a set of combined views across structured and unstructured data from over 10 million active personal market claims</p><p> 360 degree view of each claim enables faster and more accurate identification of fraudulent and abusive claims</p><p> Front line claims analysts can access data while on the phone with a customer to improve customer responsiveness and satisfaction</p></li><li><p>Use Case 3: Criminal Intelligence Discovery &amp; Analysis</p><p>CUSTOMER PROFILE</p><p> Law enforcement agencies</p><p> Intelligence agencies</p><p> City, state and national government</p><p>CUSTOMER PROFILE</p><p> Law enforcement agencies</p><p> Intelligence agencies</p><p> City, state and national government</p><p>PAINS</p><p> Information can be useless by the time it is cleaned, processed and loaded into a warehouse</p><p> Reduction in operating budget and operations staff while activity levels are increasing limits ability to quickly perform crimes analysis</p><p> Activity history spread across several </p><p>PAINS</p><p> Information can be useless by the time it is cleaned, processed and loaded into a warehouse</p><p> Reduction in operating budget and operations staff while activity levels are increasing limits ability to quickly perform crimes analysis</p><p> Activity history spread across several </p><p>OBJECTIVES</p><p> Advance detection and crime prevention</p><p> Reduce operating costs and increase intelligence visibility</p><p> Efficient deployment within first line operations</p><p>OBJECTIVES</p><p> Advance detection and crime prevention</p><p> Reduce operating costs and increase intelligence visibility</p><p> Efficient deployment within first line operations</p><p>16 | 2011 Oracle Corporation | Confidential Oracle Internal</p><p>Our aim is to improve our existing intelligence research capability and as a result, deliver a better service to our community. The contextual navigation offers our analysts visibility into critical information that was unattainable until now, enabling greater discovery for better intelligence decision-making.</p><p>Deputy Superintendent of Police</p><p> Activity history spread across several different solutions, agencies and data formats </p><p> Challenge to manage increase in activity for major public events.</p><p> Activity history spread across several different solutions, agencies and data formats </p><p> Challenge to manage increase in activity for major public events.</p><p>operationsoperations</p></li><li><p> Background</p><p> NATO Summit in Chicago, May 2012</p><p> 7,000 Visiting Dignitaries</p><p> 2,200 Journalists</p><p>Discovering Protest Activities</p><p>Protecting Citizens</p><p>Copyright 2012, Oracle and/or its affiliates. All rights reserved.17</p><p> 10s of thousands of protestor</p><p> Thousands of Officers</p><p> Solution</p><p> Monitor Social Media to identify hot-spots</p><p> Correlate with police deployment</p><p> Initiate operational orders</p><p> Retrospectively identify potential witnesses</p></li><li><p>Use case 4: Social Media and Sentiment Discovery &amp; Analysis</p><p>Who Buys It &amp; What Are They Looking For?</p><p>CUSTOMER PROFILE</p><p> Companies selling products or services directly to consumers</p><p> Organizations and agencies that take their message directly to people</p><p>CUSTOMER PROFILE</p><p> Companies selling products or services directly to consumers</p><p> Organizations and agencies that take their message directly to people</p><p>PAINS</p><p> Brand and reputations can be helped or threatened quickly by the increasing influence of social media</p><p> Need to justify and refine budgets for social media campaigns and activity</p><p> Difficult to figure out the best ways to capture, integrate and analyze this growing amount of unstructured social </p><p>PAINS</p><p> Brand and reputations can be helped or threatened quickly by the increasing influence of social media</p><p> Need to justify and refine budgets for social media campaigns and activity</p><p> Difficult to figure out the best ways to capture, integrate and analyze this growing amount of unstructured social </p><p>OBJECTIVES</p><p> Defend brand and reputation cost effectively</p><p> Gain deeper insight into overall social media impact and campaigns</p><p> Gauge social media sentiment on new products released</p><p>OBJECTIVES</p><p> Defend brand and reputation cost effectively</p><p> Gain deeper insight into overall social media impact and campaigns</p><p> Gauge social media sentiment on new products released</p><p>18 | 2011 Oracle Corporation | Confidential Oracle Internal</p><p>growing amount of unstructured social data </p><p> Most analytic tools are too generic to address key social media analytic requirements</p><p>growing amount of unstructured social data </p><p> Most analytic tools are too generic to address key social media analytic requirements</p><p>products released</p><p> Correlate consumer behavior with various new product and service offerings</p><p>products released</p><p> Correlate consumer behavior with various new product and service offerings</p><p>Weve been investing in social media without a plan for long enough. Endeca allows us to measure the effectiveness of our campaigns both online and off while improving and protecting our brand.</p><p>Emily, Director of IT Strategy</p></li><li><p>Explore New Concepts</p><p>Better insight into regional sales performance</p><p>OVERVIEW Land OLakes, with annual revenues of $11B, </p><p>operates in the dairy products and agricultural services segments. It is owned by and serves more </p><p>RESULTS</p><p> 1.5 years time savings and $4 million implementation cost savings over alternative approach</p><p> Better insight on regional sales performance </p><p> Higher profit margins</p><p>19 Copyright 2012, Oracle and/or its affiliates. All rights reserved.</p><p>services segments. It is owned by and serves more than 4,600 dairy farmers and some 980 community cooperatives.</p><p>CHALLENGES/OPPORTUNITIES</p><p> Maximize profitability by positioning higher margin products</p><p> Leverage detailed regional seed and crop protection data to drive sales</p><p> Correlate marketing initiatives with sales performance</p></li><li><p> Understand consumer dialog to aid sales performance</p><p> Integrated customer service center conversations, social media dialog, </p><p>Consumer Sentiment Impact on Sales</p><p>Consumer Goods: Discover New Insights from Big Data</p><p>20 Copyright 2012, Oracle and/or its affiliates. All rights reserved.</p><p>conversations, social media dialog, loyalty card transactions and ad spend</p><p> Discovered how viral events influence consumer brand sentiment and impact to sales performance</p></li><li><p>Optimizedfor ExalyticsIn-Memory </p><p>Optimizedfor ExalyticsIn-Memory </p><p>Business Intelligence and Information DiscoveryComplete Business Analytics Solution</p><p>Analysis ProblemsMeasure, Analyze, Report</p><p>Discovery ProblemsInvestigate, Explore, Understand</p><p>Structured DataModeled and Existing DWExisting DW</p><p>21 Copyright 2012, Oracle and/or its affiliates. All rights reserved.</p><p>In-Memory Machine</p><p>In-Memory Machine</p><p>Unstructured DataDiverse, textual,uncertain quality</p><p>Modeled andconforming</p><p>Proven Answers to Known QuestionsProven Answers to Known Questions</p><p>Information Discovery</p><p>Fast Answers to New QuestionsInformation Discovery</p><p>Fast Answers to New Questions</p></li><li><p>Discovery often begins with a suspicion ...</p><p>Suspect</p><p>Intuition Algorithm</p><p>ORACLE R Enterprise</p><p> Popular open source statistics package</p><p> Wide range of advanced analytical functions </p><p> Integrated with database for scalability</p><p>Oracle Data Mining </p><p> In-database data mining algorithms</p><p> Text mining</p><p> Predictive Analytics</p><p>Report</p><p>22 Copyright 2012, Oracle and/or its affiliates. All rights reserved.</p><p>ExploreDiscover</p><p>Data: </p><p>Structured &amp; </p><p>Unstructured</p><p>Endeca Information DiscoveryValue</p></li><li><p>Big Data Information Discovery</p><p>Oracle Confidential.23</p></li><li><p>Diverse</p><p>Unstructured</p><p>Information</p><p>Solve the Mystery of</p><p>Copyright 2012, Oracle and/or its affiliates. All rights reserved.24</p><p>of</p><p>Sustainable Competitive Advantage Through Better DecisionSustainable Competitive Advantage Through Better DecisionSustainable Competitive Advantage Through Better DecisionSustainable Competitive Advantage Through Better Decision</p></li><li><p>25 Copyright 2012, Oracle and/or its affiliates. All rights reserved.</p></li></ul>