Understanding Big Data

Understanding Big Data: Strategies to Re-envision Decision-Making

Amy Mayer, Vice President, Capgemini

Oracle Analytics Leader, North America

2 Copyright © Capgemini 2012. All Rights Reserved

Presentation Title | Date

Agenda

Introduction and Session Objectives

What is Big Data and Business Analytics?

Market View (The Economist Intelligence Unit Survey Results)

Business Opportunity

Big Data Strategy

Why Oracle?

Why Capgemini?



Session Objectives

Objective 1:

Learn how to optimize Big Data strategy to obtain

meaningful results

Objective 2:

Find out how your organization can react more quickly and

effectively to data

Objective 3:

Improve business performance with Oracle assets for an

effective Big Data Strategy



Capgemini Business Analytics, Big Data & Business Information Management

Canada

United States

Mexico

Brazil

Argentina

Morocco

Australia

China

India

NetherlandsPolandSpainSwedenSwitzerlandUK

AustriaFinlandFranceItalyGermanyNorway

Capgemini „s global reach with operations in 36

countries and a focus on Business Analytics with

over 7,000 Business Information practitioners.

A uniquely integrated approach to Information

Strategy based around the Capgemini “Intelligence

Enterprise”.

Deep Industry sector knowledge supported by Sector

Specific Business Analytical solutions.

Capgemini‟s best-in-class Rightshore® capability

with over 2000 Business Information experts in our

India CoE.

A unmatched (and vendor independent) depth of

technology experience. Capgemini works with all the

major software vendors to deliver solutions

appropriate to the customer‟s needs. IM Award 2009

Platinum Partner & UK

Partner of the Year 2009

Pinnacle Awards

2009 and 2011

Innovation awards

2009 & 2010

Diamond Partner 2010,

BI Specialized Partner 2011

Partner of the Year

2009 & 2010

Global Partner

A global business analytics practice network

http://www.oracle.com/index.html



What is Big Data and

Business Analytics?



Big Data – What is all the fuss about?

“We estimate that a retailer embracing big data

has the potential to increase operating margin by

more than 60%”

“The effective use of big data has the

potential to transform economies,

delivering a new wave of productivity

growth…Using big data will become a

key basis for competition…”

McKinsey Institute – Big Data: The next frontier for innovation, competition and productivity – May 2011

“$300m – the potential saving in US healthcare”

“$250m – the potential saving in European Public Sector”

“Data-Driven Decision-making can explain a 5-6% increase in output and productivity, beyond what

can be explained by traditional inputs and IT usage.”

“Survey participants estimate that, for processes where big data analytics has been applied, on

average, they have seen a 26% improvement in performance over the past three years, and they

expect it will improve by 41% over the next three.”

MIT – Strength in Numbers – April 2011

&



What is Big Data?

76 million

smart meters

in 2009…

200m by

2014

2+ billion

people on the

Web by end

2011

100s of

millions of

GPS enabled

devices sold

annually

4.6 billion

camera

phones world

wide

30 billion

RFID tags

today (1.3B in

2005)

12+ TBs

of tweet data

every day

25+ TBs

of log data

every day

Many PBs

of data every

day

80% Of world‟s data

is unstructured



What is Business Analytics?

Business Analytics is the uses of advanced analytical techniques

to find trends and predict future outcomes which are used to

optimize business processes, customer interaction and manage

risk and fraud.

“Business” – it is the use of

analytics to directly target a business

issue or process and as such is sold

to the Business. Examples are

customer retention, increasing wallet

share, fraud reduction…

“Analytics” – it makes extensive use

of data, statistical and quantitative

analysis, explanatory & predictive

modeling, and fact-based

management to drive decision

making.

Big data is providing the new data sources for business analytics

Business Analytics



The Market View



The Market View

Capgemini commissioned the Economist Intelligence Unit to

survey over 600 business leaders, across the globe and industry

sector, about the use of Big Data in their organizations.

Specifically looking at:

Their use of big data today and planned in the next 3 years

The advantages they have seen

The issues they have in using it

of participants are C-level and

board executives 43%



42%

The Economist Intelligence Unit Survey: (1 of 2)

The Deciding Factor: Big Data and Decision Making

What we found:

Say the issue is not about volume but the ability

to analyse and act on the data in real time

say the decisions they‟ve made in the past 3 years would

have been better if they‟d had all the relevant information

Believe their organizations

to be data-driven

Survey respondents say that unstructured

content is too difficult to interpret

but

9 10 out of

75%

85%



The Economist Intelligence Unit Survey: (2 of 2)

The Deciding Factor: Big Data and Decision Making

is the level of performance improvement already

seen from the application of big data analytics

is the level of performance improvement

expected in the next 3 years

Dispute the proposition that most operational / tactical

decisions that can be automated have been automated

cited “organization silos” in the top three

impediment to effective decision making cited “shortage

of data analyst”

26%

62%

56% 50%

41%



The Business Opportunity



Business Opportunities

Big data provides opportunities across the spectrum of business

activity, but the prime benefits can be grouped under three

headings:

1. Improving interaction with the ecosystem, particularly with customers.

2. Improving business processes.

3. Risk mitigation.



Business Opportunity Examples

Improving

Interaction

with

Customers

Customer & Marketing Analytics

The client required a Customer & Marketing Analytics Solution that required growth in

its customer base. They were looking for a Customer and Marketing Analytics solution

that enable the client to implement various customer strategies – up-sell, cross-sell,

customer total value, next best product, etc. The solution integrated click- stream data,

customer account data, social media data and channel data to enable comprehensive

strategies.

Improving

Business

Processes

Manufacturing & Driving Efficiency in Production Process

Big Data is allowing manufacturers to use real-time data from sensors to improve

efficiency of the manufacturing production process (reducing waste and maximizing

output)



Case Studies 2:

Risk

Mitigation

Public Sector

• Fraud Detection – Tax Payers, Unemployment Insurance, and Benefits

• Manage Security Threats

Healthcare

• Detect Fraud and misuse of healthcare benefits

• Reduction in performance inefficiencies and medical errors

Financial Services

• Risk and Fraud Management – Reductions in fraudulent transactions



Who can benefit from Big Data analytics?

1. CEO / CMO – We are using Big Data Analytics to help our clients to truly understand their customer – what they

think about your products and services, how to increase your wallet share with them, how to retain them. We can

help you in defining how Big Data can improve your business model or add new business opportunities

2. CMO – We are using analytic to look at the effectiveness of marketing campaigns and matching that to

customer profiles to reduce cost (more targeted) and increase conversion rates. Big Data is also the way to give

you access to your customers through social network (trends, influences, ...)

3. COO – We are helping client to improve reliability and availability of plant and equipment whilst reduce

operational cost by using predictive asset maintenance

COO - We are using detailed analysis of activities locations and schedules to optimise workforce, supply

chains and logistics – achieving substantial performance improvements

4. CFO – Understanding the value drivers, real profitability through enterprise performance analytics is changing

business strategies

CFO - We are helping client to optimise back-off – through revenue leakage management, working capital,

expenses and controlling analysis and optimisation

5. Risk Manager – Risk is a complex area, analytics (and increasing the use of big data) is helping our client to

quantify and manage those risks



Why Capgemini?



Capgemini‟s Consultancy Services

Capgemini has a global practice network for Business Analytics

and Big Data linking business consulting, industry & technology

experts along with business process outsourcing teams.

We provide a range of service for our clients:

• Big Data & Analytics strategy

• Big Data technology advice

• Proof-of-Value (prototyping of big data & analytical models)

• Analytics-as-a-Service

• Analytical Model build and deployment

• Big Data & Analytics Process Outsourcing

• Operational Support of Big Data Analytics

Capgemini can help you determine the right Big Data

Analytics Strategy and Technology solutions



We have developed a Big Data strategy, methodology and delivery

capability to help clients take advantage of big data:

Big Data Process Model

Development and Implementation Considerations

Managing

integration of

data sources

Big Data Methodology

Data

Integration

Master data,

governance &

data quality &

filters

Data

Integrity

Dealing with

new customer

data sources

Privacy &

Security

Models that

deliver

business value

Analytics

Value

Big Data PoV

Acquisition Marshalling Analysis Action

New Business Model or Business Model Improvement

Collection of data Organization and

storing of data

Finding insights

Predictive modelling

Changing business

outcomes

Data Governance

Tool‟s choice Architecture M2M, ERP

injection, dialog

with suppliers...

Action

Be sure the

first project

step will be a

success !

First use Structured, non

structured

modelling, ...

Data

Storing



Capgemini Big Data Process Model

Collection of data from

sources

Traditional ETL but often

real-time “constant

acquisition” due to volume &

velocity

As data is often external –

there are issues of security

and trust

Licence for data, / privacy

issues for external data

Open Data (publicly

available sources like

http://data.gov.uk/)

Organization (and

storing) of data

Large volumes / constant

feed

Need to consider how it will

be consumed (real-time,

ASAP, history) and filtered

appropriately

Format – structured, semi-

structured on unstructured

Modelling – from raw form to

highly structured depending

on source and use

Data lifecycle: transient vs.

long term storage / archival

Finding Insight /

predictive modelling

Forward (prediction) rather

than historic

Modelling behaviour – how

will customers react? When

is the optimum time to

replace parts….

Probabilistic rather than

definitive

Text, voice and video

analysis

Using Insights to change

business outcomes

Outputs are:

Human (e.g. reports and

analysis that people then act

on)

Machine (more common

with big data) – e.g.

automatic assessment of

customer to adjust offer (e.g.

Amazon proposed products

based on customer profile)

BPM technology / Real-time

decisioning

Partners Information System

Master Data Management & Data Governance

Action Acquisition Marshaling Analysis

http://data.gov.uk/



Marketing

Analytics

Customer

Analytics

Social Media

Analytics

Predictive

Asset

maintenance

Risk

Analysis

Advanced

Planning &

Scheduling

Social Media data

Machine sensor data

Voice data from call centres

Web transaction data

Telco network data

Smart meter data

Business

Analytics for

Telco

Smart

Analytics

for Utilities

Fraud

Management

Enterprise

Performance

9 Big Data Analytics Solutions

As new data sources

come online they

allow us to expand

the analytical models

to enrich the content

and provide a new

holistic view of

customers, products,

markets and

business operations.



Capgemini Business Analytics & Big Data

Our prime focus for big data analytics is to deliver business value through

enhancing business processes and operations

We bring together business and industry consulting skills with deep technical

capability and BPO services to provide end-to-end solutioning

We work with all the major Information management and big data

technologies and can provide informed independent guidance

We have delivered over 200 high-end analytical solutions to clients. We know

how to use analytics effectively

We are leaders in Business Information Management having delivered some

of the largest BIM solutions globally

We have a portfolio of Business Analytical solutions, accelerators and tools

that will speed time to value

BUSINESS

VALUE DRIVEN

END-TO-END

SOLUTIONS

INDEPENDENCE

& BREADTH

ANALYTICAL

SKILLS

INFORMATION

MANAGEMNT

ANALYTICS

SOLUTIONS

Making Business Analytics & Big Data deliver on the promise



Capgemini – Proven Track Record

Many vendors of predictive analytics aspire to provide business solutions though not all have

Capgemini's history of consulting-led predictive analytic projects.”

“Many of Capgemini's competitors - particularly other IT services vendors - claim to offer end-to-

end capabilities in their predictive analytics services/business solutions. Capgemini really does,

from both an IT and business perspective. Ovum Predictive Analytics Service Audit

We helped a global medical equipment company achieve 10x improvement in customer

response times from their mobile workforce - (Advance Planning & Scheduling)

For a telco provider we achieved

200% improvement in marketing

effectiveness

We achieved a €16m annual saving for a Utility

company through Enterprise Performance Analytics

We achieved an $88m revenue uplift from multi-channel customer

analytics – social media, mobile, web & traditional sales channels

Respondents in the Capgemini / Economist Intelligence Unit survey estimated they had achieved a

26% improvement in performance from the application of big data analytics

“ ”



Why Oracle?



Oracle Big Data Architecture: Example 1







For more information:

Amy Mayer

[email protected]

651-403-6521

The information contained in this presentation is proprietary.

© 2012 Capgemini. All rights reserved.

Rightshore® is a trademark belonging to Capgemini.

www.capgemini.com

About Capgemini

With around 120,000 people in 40 countries, Capgemini is one of

the world's foremost providers of consulting, technology and

outsourcing services. The Group reported 2011 global revenues

of EUR 9.7 billion.

Together with its clients, Capgemini creates and delivers

business and technology solutions that fit their needs and drive

the results they want. A deeply multicultural organization,

Capgemini has developed its own way of working, the

Collaborative Business Experience™, and draws on Rightshore®,

its worldwide delivery model.

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