Competitive Advantage from the Data Lake
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Transcript of Competitive Advantage from the Data Lake
CONFIDENTIAL | 1
Compe&&ve Advantage from the Data Lake Ron Bodkin, Founder & President
Oct. 2014 1
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Big Data
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What is Big Data? • Data sets so large and
complex that they become awkward to work with using standard tools and techniques
• Google, Quantcast, Yahoo, LinkedIn… customer innovation in open source
Source: Hortonworks
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The Data Lake
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Swamp Reservoir
Swamp or Reservoir?
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Misconception: “Hadoop is a Giant Database”
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?
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Misconception: Hadoop is Just Archival / Power ETL
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?
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Everyone Wants to Own Data Science…
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Marketing
Line of Business Analytics
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Example: High Tech Manufacturing
• Improve Yields and Accelerate Time to Market − Data Access − Deeper insights − Proactive analytics − Innovative analysis tools
• Buy in through − Cross-functional center of excellence: IT & business − Agile w/ releases every 8-12 weeks: test & learn − Close collaboration with users to develop & iterate − Teach users − User success propagates
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Governance – Project Prioritization
New Data Sets
Use Cases from
Strategy
New Apps /
Reports
New Analytics
Working Steering
Committee
Executive Steering
Committee
1. New Data Set 1 2. New Use Case 1 3. Use Case from
Strategy
Prioritized List
Business Experts
Business impact vs. ease of delivery, etc.
Nominated by…
Prioritized by…
Core Platform Updates
Sponsored by…
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• Use of multi-channel data for web, mobile, call center with customer profile and transaction history
• Insight into customer journeys • Data science models to improve offers, customer
lifetime value, and insight into brand-damaging fraud
• Data science process driving business and technology collaboration
• Improved customer experience • Reduced support costs
Example: Leading Financial Asset Manager
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• Picking the wrong starting point − ho hum, big bang, boil the ocean
• Insufficient funding • Immature Governance • Siloed Organization • Data Politics • Change Management • Skills Gap • Business as usual • Not fitting in with existing analytic ecosystem
Pitfalls
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Big Data Center of Excellence: Business and IT Collaboration
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The Big Data Adoption Journey
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Traditional B.I.
Contain Cost & Scale • Behavioral data • Integrated reference
data
Agile Analytics § Actionable insights § 360 degree views § Speed § Accuracy
Business Innovation § Optimization § Engagement § Predictive Analytics
on Big Data
Organizational Transformation Through Data § New products § Operational efficiency § New businesses § Analytics for customers
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Conclusions
• Build a data reservoir with governance built in • Start with low hanging fruit: net new analytics • Partner with the business to drive value and extend
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