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Tony Baer @Ovum Principal Analyst Tony Baer leads Ovum’s Big Data research area. Over his 25 years in the industry, he has studied issues of data integration, software and data architecture, middleware, and application development. Having tracked the emergence of BI and data warehousing back in the 1990s, Baer sees similar parallels emerging in the world of Big Data today. His coverage focuses on how Big Data must become a first-class citizen in the data center, IT organization, and the business.
@TonyBaer
About Our Speaker"
Azita Martin @datameer CMO Azita Martin is Chief Marketing Officer at Datameer with extensive marketing leadership experience at high-growth start-ups and category-creating public companies like Salesforce and Siebel. Azita has global responsibility for scaling all aspects of Datameer’s product and corporate marketing, including defining go-to-market strategy, driving thought leadership, and increasing brand awareness and customer acquisition. Prior to Datameer, Azita built and led marketing teams for both fast-growing start-ups and major public companies, including Get Satisfaction, Moxie Software, LiveOps, Salesforce, Siebel and SGI.
#datameer @datameer
About Our Speaker"
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How to get started on Hadoopfor Business Managers"
Tony Baer, Principal Analyst
7 © Copyright Ovum 2014. All rights reserved.
Agenda"
§ Why Big Data & Hadoop?
§ Making the business case § When to use Hadoop
§ How to make it happen?
§ What’s the End Game
8 © Copyright Ovum 2014. All rights reserved.
Making the business case"
§ Address documented business challenges
§ Choose high-impact problem & solution that delivers actionable results
§ Determine whether the solution absolutely requires Big Data
This is not a data science exercise!
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New data sources
Schema on read
New analytic approaches beyond SQL
Inexpensive compute cycles
• Structured data
• Text • Social
networks • Mobile data • Machine data • Rich media
• Let the data drive you to the problem or insight
• Path analytics • Cluster
analytics • Graph
analytics • Streaming
analytics
• Move compute loads from DW to Hadoop
When to use Hadoop"
10 © Copyright Ovum 2014. All rights reserved.
New perspectives to addressing
existing problems
New data generates new revenue streams
Use case – general themes"
11 © Copyright Ovum 2014. All rights reserved.
Agenda"
§ Why Big Data & Hadoop?
§ How to make it happen? § Making Big Data & Hadoop first class citizens
§ Getting the right people § Walk before you run
§ What’s the end game?
12 © Copyright Ovum 2014. All rights reserved.
No separate Big Data silos!
“Big Data cannot exist on its own island”
Big data must become a 1st class citizen in the enterprise"
• IT: Map to existing staff & skills
• Data Center: Map to existing policies & rules
• The Business: Map to existing business challenges
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Get the right people"
Technical Analytics team
Business
Java/Python Developers
Data Architect
DBA
Mgmt. champion Evangelist
Domain/subject matter experts
Business owner/sponsor
Data steward/ Data curator
Some will play dual roles
Statistical experts (Supplemented by applications or tools)
Platform Specialists/ Cluster architect
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Do you really need a data scientist?"
§ Creative, investigative mind
§ Statistical programming skills
§ Domain/industry awareness
§ A “nose” for data sets
§ Some database skills/awareness
§ Ability to communicate & evangelize
Applications & tools may embed data science!
Look for a team, not a rock star!
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Getting there with the army you have"
§ Hadoop platform training is critical
§ Big Data analytics training is critical
§ Greater variety of data
§ Different analytics methods (beyond traditional SQL)
§ Cloud § Reduces technology skills
requirements, depending on type of cloud service
§ Different architecture than on premises cluster deployments
§ Requires retraining if cloud used for jumpstart to on-premises
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Walk before you run"
Low Road
High Road
Higher Road
Clickstream/log analytics
DW optimization
Customer optimization
Risk Management
Anti-fraud
Operational Efficiency
Create new business services
Business transformation
Big Data on Hadoop use cases
17 © Copyright Ovum 2014. All rights reserved.
Agenda"
§ Why Big Data & Hadoop?
§ How to make it happen?
§ What’s the end game?
18 © Copyright Ovum 2014. All rights reserved.
Set realistic goals"
• “Hard” ROI numbers from • DW optimization
• Operational efficiency
• “Soft numbers” from • Benefits that are directly
attributable to using Big Data analytics
• New business opportunities from Big Data
• New capabilities for sensing & responding
Challenges are similar to any analytics project
19 © Copyright Ovum 2014. All rights reserved.
Embrace & Extend"
IT organization
Data Center
Enterprise
Embrace Extend
Existing SQL, Java, other language skills
Mgmt for bigger, more variable data sets & use new analytic methods beyond SQL
Existing data stewardship, resource mgmt, security, perf mgmt practices
Practices to support different workload characteristics & active archiving
Existing competitive problems
Problem solving by using new data types & analytic methods to boost understanding
How to make Hadoop & Big Data 1st class citizens
20 © Copyright Ovum 2014. All rights reserved.
Summary: The elements for getting started with Hadoop"
1. Problem
2. People
3. Training
4. Technol.
5. Document results
• Start simple • Choose high-impact problem & solution that delivers actionable
results • Determine whether the solution absolutely requires Big Data
• Extend DW teams with greater roles for developers, statistical analysts • Don’t expect to find a “data scientist.” • Management champion is critical
• Get data center practitioners up to speed with Hadoop platform • Develop understanding of how to work with new data types +
analytics methods beyond traditional SQL
• Start small. • If cloud used for jumpstart, architectural migration will be required for
moving on premises
• Unless used for operational efficiency or DW optimization, benefits will rely on “soft numbers”
• Identify business benefits that are directly attributable to using Big Data analytics
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© Copyright Ovum 2014. All rights reserved.
Thank you"
Tony Baer Ovum
(646) 546-5330 @TonyBaer [email protected]
Social Media
Mobile Ads
Web Logs
CRM
Product Logs Transaction
Call Center
Are keywords related to customer segments?
Which campaign combinations accelerate conversion?
Which product features drive adoption?
Which features do users struggle with?
What behavior signals churn?
Are these car parts failing faster than others with different usage?
Where do hack attempts originate?
How do we determine which cell towers to upgrade?
Can we predict production failure?
Combining More Data for New Insights"
© 2014 Datameer, Inc. All rights reserved.
30% Lower Customer Acquisition Costs
Decrease Customer Acquisition Cost
Connected Home
Energy Consumption
Data
Reduced False Alarms
User Behavior
Improved Customer Experience
Internet of Things"
© 2014 Datameer, Inc. All rights reserved.
Product Catalog
CRM
Server Logs
Predictive Maintenance New Revenue Stream
New Data-Driven Service
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