Tasso Argyros, Co-Founder & Co-President, Teradata Aster presents at the 2012 Big Analytics Roadshow. The opportunity exists for organizations in every industry to unlock the power of iterative, big data analysis with new applications such as digital marketing optimization and social network analysis to improve their bottom line. Big data analysis is not just the ability to analyze large volumes of data, but the ability to analyze more varieties of data by performing more complex analysis than is possible with more traditional technologies. This session will demonstrate how to bring the science of data to the art of business by empowering more business users and analysts with operationalized insights that drive results. See how data science is making emerging analytic technologies more accessible to businesses while providing better manageability to enterprise architects across retail, financial services, and media companies.

1. Bringing Data to the Business in a BIG Way
Tasso Argyros, Co-President and Founder
Teradata Aster

2. Is Big Data for Business?
“By 2017 the CMO will be spending more
on IT than the CIO.”
Gartner, Jan 2012
“Barnes & Noble has made a profound transformation
from being a physical seller of books to a digital
technology company. A key component of that is the
ability we have gained to leverage 'big data' to derive
consumer insights that are deployed multi-channel for
better personalization.”
Marc Parrish, VP, Customer Retention, Barnes & Noble
“Enterprises often address new information
management challenges with one-off solutions, and
the big-data challenge could unfortunately follow the
same pattern.”
Gartner, April 2011
2 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

3. What is New About Big Data?
Size Data Analytics
Big
Data
Source: CEO Advisory: ‘Big Data’ Equals Big Opportunity, Gartner, 31 March 2011.
3 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

4. What Else is New About Big Data?
Classic BI
Structured & Repeatable Analysis
Business determines what IT structures the data to
questions to ask answer those questions
“Capture only what’s
needed”
IT delivers a platform for Big Data Analytics
storing, refining, and Business explores data for
Multi-structured & Iterative Analysis
analyzing all data sources questions worth answering
“Capture only what’s
needed”
4 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

5. Challenges with Emerging Big Data Technologies
Enterprise
Adoption
Complexity Cost
“Sophisticated tools for data integration and analysis on
this scale are largely lacking today. There are
opportunities to create tools and applications for Big
Data.”
- IDC Market Analysis, Worldwide Big Data Technology and Services, 20102-2012 Forecast
Cost and Complexity Kill Enterprise Adoption
5 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

6. Is Big Data Solving Your Problems Today?
3 Key Questions to Ask your CIO
How many people in your organization can
1 directly ask Big Data questions?
How much time does it take to answer a new
2 business question with Big Data?
Is it hard to find the right people and budget to
3 tackle new Big Data problems?
Need right technologies to realize business value of Big Data
6 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

7. Making Big Analytics Work: The Discovery Cycle
Most Effective Way to Create Business Insight from Big Data
Analytical Idea
Operational DB Operationalize Zero-ETL Data
or EDW or Move On Load/Integration
Evaluate
Results
SQL & non-SQL
Analysis
7 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

8. Key Requirements of a Discovery Platform
Highly Efficient & Performant Big Data Platform
1 That Allows Quick Iterations
Hybrid Capabilities that Provide both Legacy
2 (SQL, BI) and New (MapReduce) Interfaces
Significant Out-of-the-Box Analytical Apps that
3 Minimize Development
Democratize Big Data & Maximize Enterprise Adoption
8 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

9. Aster’s Discovery Platform Democratizes Big Data
Analysts Customers Business Users Data Scientists
Your Analytic & Advanced Reporting Applications
• 50+ pre-built analytical apps
Develop Rapid Analytics • Visual IDE: custom apps in hours
Development • Several programming languages
• SQL-MapReduce framework
Process
Embedded Analytic • Analyze both non-relational +
Processing relational data
• Top performance for both SQL & MR
• Commodity-hardware based
Store
Massively Parallel • Software-only; Appliance; Cloud
Data Storage • Fault-tolerant & one-click expansion
9 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

10. SQL & MapReduce: the Gap
SQL MapReduce
• Easy and Fast • Powerful, but…
• Integrates well • Batch-oriented
with BI/Viz.
• Requires lots of
tools
coding
• But…not always
powerful enough
But what if you need both?
10 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

11. Filling the Gap: SQL-MapReduce®
Industry’s Only Standard SQL + MR Combination
Standard SQL
1 Support for
Business Analysts
Integrates
2 Seamlessly with
Most BI Tools
10x MapReduce
3 Performance
Advantage
11 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

12. Analytic Foundation: the App Store of Big Data
Some of the 50 out-of-the-box analytical apps
Path Analysis Text Analysis
Discover patterns in rows of Derive patterns and extract
sequential data features in textual data
Statistical Analysis Segmentation
High-performance processing of Discover natural groupings of
common statistical calculations data points
Marketing Analytics Data Transformation
Analyze customer interactions to Transform data for more
optimize marketing decisions advanced analysis
12 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

13. How SQL-MapReduce® Connects Business Analysts
To MapReduce Processing
Invoke Pre-Bulid SQL-MapReduce® App Through SQL
and Visualize Directly in Tableau®
13 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

14. Beyond the Discovery Platform: Unified Big Data Architecture
Enabling All Users for Any Data Type from Data Capture to Analysis
Java, C/C++, Pig, Python, R, SAS, SQL, Excel, BI, Visualization, etc.
Reporting and Execution
Discover and Explore
in the Enterprise
Capture, Store and Refine
Audio/ Web & Machine
Images Docs Text CRM SCM ERP
Video Social Logs
14 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

15. Unified Big Data Architecture for the Enterprise
Engineers Data Scientists Quants Business Analysts
Java, C/C++, Pig, Python, R, SAS, SQL, Excel, BI, Visualization, etc.
ANALYTICS
Discovery Platform Active Data Warehouse
Capture, Store, Refine
Audio/ Web & Machine
Images Text CRM SCM ERP
Video Social Logs
15 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

16. Announced June 12th, 2012
Aster SQL-H™
A Business User’s Bridge to Analyze Hadoop Data
Aster SQL-H gives analysts and data scientists a better way
to analyze data stored cheaply in Hadoop
• Allow standard ANSI SQL to Hadoop data
• Leverage existing BI tool investments
• Enable 50+ prebuilt SQL-MapReduce Apps and IDE
• Lower costs by making data analysts self-sufficient
16 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

17. Aster in Retail Banking: “Last Mile” Marketing
Cross-Channel
Challenge Customer Interactions
• Know the “last mile” of a decision 17,000 Customers, 1 Month
• Data Mining tools predict probability
but do not ID the “last mile”
34k Branch Visits 25k ATM Sessions
With Aster
• SQL-MapReduce listens and predicts
the “last mile”
- Identifies all interaction patterns
prior to acquisition or attrition
Business Impact 5,000 Call Center Sessions
• 10-300x less effort to pinpoint a
customer in the “last mile”
43k E-mails 92k Online Sessions
17 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

18. Aster MapReduce: Understanding the “Last Mile”
Jan 5: Reverse Fee
Jan 10: Request Made Again Jan 20: Account Closed
Request
Jan 7: Request Made Again Jan 15: Request Made Again
What if I knew that this customer was likely to leave? I could…
• Apologize
• Offer an explanation
• Reverse the $5 fee
“It takes 3x more to acquire a customer than to retain one”
18 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

19. Multi-Channel Customer Analysis
Iterative Discovery Analytics
Business Question(s):
• Is there any identifiable pattern of behavior prior to account closure?
• Prior to new product additions?
• If so, what does this pattern look like?
STOREDATA
19 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

20. Events Preceding Account Closure
20 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

21. Events Preceding Account Closure
SELECT * FROM npath (
Interactive Analytics
ON (
SELECT …
WHERE u.event_description IN (
SELECT aper.event FROM attrition_paths_event_rank aper
Reducing the “Noise” to
ORDER BY aper.count DESC LIMIT 10)
)
…
PATTERN ('(OTHER|EVENT){1,20}$')
SYMBOLS (…) RESULT (…) find the “Signal”
)
) n;
21 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

22. Events Preceding Account Closure
SELECT *
FROM nPath (
ON (…)
PARTITION BY sba_id Closed Accounts
ORDER BY datestamp
Fee reversal seems
MODE (NONOVERLAPPING)
PATTERN ('(OTHER_EVENT|FEE_EVENT)+')
SYMBOLS (
to be a “Signal”
event LIKE '%REVERSE FEE%' AS FEE_EVENT,
event NOT LIKE '%REVERSE FEE%' AS OTHER_EVENT)
RESULT (…)
) n;
22 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

23. How did Big Data Help?
Collect & analyze not only customer transactions, but also
1 customer interactions
Use SQL-MapReduce pre-built operators to identify
2
behavioral patterns and uncover business insight
Utilize standard BI tools to ensure insights are consumed
3 by the right business analysts and acted upon
Big Data for Business = use more data and more analytics
to achieve a competitive edge
23 Confidential and proprietary. Copyright © 2012 Teradata Corporation.

24. Summary
1 Huge Business Value in Big Data
Paradigms Like Discovery Platform
2 Reduce Cost, Time-to-Market and
Maximize Adoption
Teradata Aster Enables Business Users
3
to Access Directly Big Data Technologies
24 Confidential and proprietary. Copyright © 2012 Teradata Corporation.