1. © 2013 IBM Corporation
Big Data – wie aus Daten strategische
Resourcen und Ihr Wettbewerbsvorteil werden
Dr. Wolfgang Hildesheim
Big Data Europe
May 7th 2013

2. © 2013 IBM Corporation
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2 IBM Confidential
“Data is the New Oil”
2
Harvesting any resource requires Mining, Refining and Delivering
Big Data is the next Natural Resource
“We have for the first time an economy
based on the key resource “Information”
that is not only renewable, but self-generating.”

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2
3
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Five compelling Big Data use cases
Why IBM as your unique partner ?
Recommendations on how to get started
Agenda for today
IBM’s viewpoint on big data and analyticsWhat is Big Data ?1

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The world is getting more …
instrumented interconnected intelligent

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Up to
10.000x
more
Up to 10.000x
faster
traditional Data
Warehouse und
Business Intelligence
DataScale
Volume
year month week day hr min sec … ms
Hexa
Peta
Tera
Giga
Mega
Kilo
Velocity Expected time of decision
occasionally frequently In realtime
Data in motion
Dataatrest
Big Data offers new strategic business cases
Commercials/ CrossSelling
via mobile phones
100,000 entries/sec, 6 billions/day
10 ms/ decisions, Deep Analytics
DeepQA
100s GB für Deep Analytics
3 sec/decision
instrumented
interconnected
intelligent
occasionally frequently In realtime Are you driving new use cases and new
capabilities or are you driven ?

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Data at rest
TB-HB of existing
must be processed
Data in motion
“Streaming” Daten,
not all in storage,
sometimes decision in
msec needed
Data with
multiple formats
Structured,
unstructured, text,
multimedia
Data fuzzy & cloudy
Reliability of data:
outdated, uncomplete
conflicting, latent, ironic,
illucive, wrong
Volume Velocity Variety Veracity
Big Data – What is it ?
Volume + Velocity +Variety + Veracity [ Work with all 4V`s = IBM Big Data]
Big
Classic Apps
Real-time
M2M
UnstructuredEnterprise Docs
Quality
Social Media

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Every Industry can Leverage Big Data & Analytics
Insurance
• 360˚ View of Domain
or Subject
• Catastrophe Modeling
• Fraud & Abuse
• Producer Performance
Analytics
• Analytics Sandbox
Banking
• Optimizing Offers and
Cross-sell
• Customer Service and
Call Center Efficiency
• Fraud Detection &
Investigation
• Credit & Counterparty
Risk
Telco
• Pro-active Call Center
• Network Analytics
• Location Based
Services
Energy &
Utilities
• Smart Meter Analytics
• Distribution Load
Forecasting/Scheduling
• Condition Based
Maintenance
• Create & Target
Customer Offerings
Media &
Entertainment
• Business process
transformation
• Audience & Marketing
Optimization
• Multi-Channel
Enablement
• Digital commerce
optimization
Retail
• Actionable Customer
Insight
• Merchandise
Optimization
• Dynamic Pricing
Travel &
Transport
• Customer Analytics &
Loyalty Marketing
• Predictive Maintenance
Analytics
• Capacity & Pricing
Optimization
Consumer
Products
• Shelf Availability
• Promotional Spend
Optimization
• Merchandising
Compliance
• Promotion Exceptions
& Alerts
Government
• Civilian Services
• Defense & Intelligence
• Tax & Treasury
Services
Healthcare
• Measure & Act on
Population Health
Outcomes
• Engage Consumers in
their Healthcare
Automotive
• Advanced Condition
Monitoring
• Data Warehouse
Optimization
• Actionable Customer
Intelligence
Life Sciences
• Increase visibility into
drug safety and
effectiveness
Chemical &
Petroleum
• Operational Surveillance,
Analysis & Optimization
• Data Warehouse
Consolidation, Integration
& Augmentation
• Big Data Exploration for
Interdisciplinary
Collaboration
Aerospace &
Defense
• Uniform Information
Access Platform
• Data Warehouse
Optimization
• Airliner Certification
Platform
• Advanced Condition
Monitoring (ACM)
Electronics
• Customer/ Channel
Analytics
• Advanced Condition
Monitoring

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Agenda for today
3
4
Five compelling big data use cases
Recommendations on how to get started
What is Big Data ?
Five compelling Big Data use cases
1
2 Why IBM as your unique partner ?

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IBM`s unique value for client success
1 + 1+ 1 = 4
SW + HW + Service = Solution

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• The platform enables starting small and
growing without throwing away work
• Shared components and integration between
systems lowers deployment cost, time and risk
BI /
Reporting
BI /
Reporting
Exploration /
Visualization
Functional
App
Industry
App
Predictive
Analytics
Content
Analytics
Analytic Applications
IBM Big Data Platform
Systems
Management
Application
Development
Visualization
& Discovery
Accelerators
Information Integration & Governance
Hadoop
System
Stream
Computing
Data
Warehouse
The IBM Big Data Platform Advantage

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The warehousing & analytic environment of most organizations today
• De-duplicated customer information
• Reference data & cross-system mappings
• De-duplicated customer information
• Reference data & cross-system mappings
• Data lineage & impact analysis
• Data privacy & security
• Data lineage & impact analysis
• Data privacy & security
ODSODS
WarehousingWarehousing
• High-concurrency
historical queries
Warehousing
Master Data Management
ODSData Integration
Analytics and Reporting Zone
• Repeatable work
• Analytic sandboxes
Marts
EDW
Batch
reporting
Descriptive
& predictive
models
reporting
search &
discovery
Data Security & Governance
Metadata Repository
Business
Results
Masteraata Repository

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The warehousing & analytic environment of most organizations today
Has a number of challenges & limitations
• De-duplicated customer information
• Reference data & cross-system mappings
• De-duplicated customer information
• Reference data & cross-system mappings
• Data lineage & impact analysis
• Data privacy & security
• Data lineage & impact analysis
• Data privacy & security
ODSODS
WarehousingWarehousing
• Batch (daily) movement
• Only structured data • Limited history
• Granular data
• Limited granularity
• Expensive to change
• High-concurrency
historical queries
Warehousing
Master Data Management
ODSData Integration
Analytics and Reporting Zone
• Repeatable work
• Analytic sandboxes
Marts
EDW
Batch
reporting
Descriptive
& predictive
models
reporting
search &
discovery
Data Security & Governance
Metadata Repository
Business
Results
Masteraata Repository
batch
unflexible
Silo
oriented

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How organizations use IBM Big Data to address these challenges
•Data lineage & impact analysis
•Data privacy & security
•Data lineage & impact analysis
•Data privacy & security
ODSODS
WarehousingWarehousing
• High-concurrency
historical queries
Warehousing
Master Data Management
ODSData Integration
Analytics and Reporting
& Action Zone
EDW
Batch
reporting
Descriptive
& predictive
models
search &
discovery
Data Security & Governance
Metadata Repository
Ingestion & Real-Time Analytic Zone
Landing & Historical Zone
Historical Repository
Analytic Appliances
Quickly
Finding
Answers
Connectors
Personal
Customer
Experience
/ Reduced
Losses
Micro-
Segment
Targeting /
Precise
Results
Right-Time
Customer
Interaction
/ Loss
Prevention
Business
Results
reporting

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IBM Big Data is the complete platform to support this evolution
ODSODS
WarehousingWarehousing
Warehousing
Master Data Management
ODSData Integration
Analytics and Reporting
& Action Zone
Batch
reporting
Data Security & Governance
Business
Results
Ingestion &
Real-Time
Analytic
Zone
Landing &
Historical Zone
Analytic Appliances
Connectors
Stream
Computing
Hadoop
System
Data
Warehouse
Information Integration & Governance
Systems
Management
Application
Development
Visualization
& Discovery
BI/
Reporting
Exploration/
Visualization
Functional
App
Industry
App
Predictive
Analytics
Content
Analytics
AnalyticApplications

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Landing &
Historical
Zone
Ingestion &
Real-Time
Analytic
Zone
Analytic Appliances
IBM Big Data Platform
BI/
Reporting
Exploration/
Visualization
Functional
App
Industry
App
Predictive
Analytics
Content
Analytics
AnalyticApplications
Accelerators
Visualization
& Discovery
Application
Development
Systems
Management
Hadoop
System
Stream
Computing
Data
Warehouse
Information Integration & Governance
IBM Big Data is the complete platform to support this evolution

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BI /
Reporting
BI /
Reporting
Exploration /
Visualization
Functional
App
Industry
App
Predictive
Analytics
Content
Analytics
Analytic Applications
IBM Big Data Platform
Systems
Management
Application
Development
Visualization
& Discovery
Accelerators
Information Integration & Governance
Hadoop
System
Stream
Computing
Data
Warehouse
The IBM Big Data Platform Advantage
• The platform enables starting small and
growing without throwing away work
• Shared components and integration between
systems lowers deployment cost, time and risk
• Key points of leverage
• Accelerators to address common use cases
• Proven integration technology
• Common analytic engines (i.e. text analytics)
• Common metadata, integration design and
governance across components

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PureSystems Accelerate Delivery of Big Data Solutions (see booth below)
Expert Integrated Systems for Big Data
For Hadoop
Optimized system to accelerate
analytics on big data and online
archive with appliance simplicity
For Analytics
Optimized system delivering
data services for analytics and reporting
For Operational Analytics
Optimized system delivering
data services for operational analytics
BIG DATA PLATFORM

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IBM Smarter Analytics is a holistic approach that turns information into
insight and insight into business outcomes: service for Big Data projects
from solutions that get
smarter with every outcome
through analytics for
breakaway results
with confidence at the point of
impact to optimize outcomes
see, predict and shape
business outcomes
your organization
around information
AlignAlignAlignAlign AnticipateAnticipateAnticipateAnticipate ActActActAct
TransformTransformTransformTransform
LearnLearnLearnLearn

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Agenda for today
4
Why IBM as your unique partner ?
IBM’s unique value for client success
Recommendations on how to get started
What is Big Data ?
Five compelling Big Data use cases
1
2
3

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NYSE Euronext improves data
management with Pure Data
powered by Netezza DWH
Need
• Greater flexibility to meet market demands
• Reduce the time taken to access business-
critical data on its network, which was taking
26 hours
• The previous Oracle system trawled through
large amounts of irrelevant information to
complete searches
Benefits
• Ability to conduct rapid searches of 650 TB of
data; storing over 1 PB on Netezza
• Time to access business-critical data reduced
from 26 hours to 2 minutes
Data Warehouse Augmentation
Volume
Velocity

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Constant Contact Transforming
Email Marketing Campaign
Effectiveness with IBM Big Data
Capabilities
• InfoSphere BigInsights, IBM PureData for
Analytics – powered by Netezza technology,
Cognos BI
Need
• Analyze 35 billion annual emails to guide
customers on best dates & times to send emails
for maximum response
Benefits
• 40 times improvement in analysis performance
• 15-25% performance increase in customer email
campaigns
• Analysis time reduced from hours to seconds
Data Warehouse Augmentation
Volume
Velocity
Variety

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Global aerospace manufacturer
increases knowledge worker
efficiency and saves $36M annually
Need
Delays in fixing maintenance issues are
expensive and potentially incur financial
penalties for out-of-service equipment
Increase the efficiency of its maintenance and
support technicians, support staff and
engineers
Benefits
Supporting 5,000 service representatives
Eliminated use of paper manuals that were
previously used for research
Placed more than 40 additional airplanes into
service without more support staff
Reduced call time by 70%
(from 50 min to 15 min)
© 2013 IBM Corporation
Big Data Exploration
Volume
Velocity
Variety

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T-Mobile scales engineering
success with Pure Data for
Analytics powered by Netezza
Need
• Provide longer retention and more meaningful
results for click stream data
Benefits
• Reduce tax and call-routing fees by using the
data stored to defend against false claims
• Acquire dropped-call and churn-reduction
analysis capabilities
• Increase network availability by identifying and
fixing any network “holes”
• Storage capacity increased from 100 TB to 2 PB
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Operation Analysis
of Telecom network
Volume
Variety

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Battelle, helping reduce energy
costs and enhancing power grid
reliability and performance
Need
• Assess the viability of one smart grid
technique called transactive control
Benefits
• Engages consumers and responsive assets
throughout the power system to help optimize
the system and better integrate renewable
resources
• Provides the capability to analyze and gain
insight from up to 10 PB of data in minutes
• Increases grid efficiency and reliability through
system self-monitoring and feedback
• Enables a town to avoid a potential power
outage24
Operation Analysis
of utility network
“SMART GRID”
Volume
Velocity

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Vestas optimizes capital
investments based on 2.5
Petabytes of information
Need
• Model the weather to optimize placement of
turbines, maximizing power generation and
longevity
Benefits
• Reduce time required to identify placement
of turbine from weeks to hours
• Reduces IT footprint and costs, and
decreases energy consumption by 40 % --
while increasing computational power
• Incorporate 2.5 PB of structured and semi-
structured information flows. Data volume
expected to grow to 6 PB
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Business Simulation
Volume
Velocity
Variety

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TerraEchos uses streaming
data technology to support
covert intelligence and
surveillance sensor systems
Need
Deployed security surveillance system to
detect, classify, locate, and track potential
threats at highly sensitive national laboratory
Benefits
Reduced time to capture and analyze 275MB
of acoustic data from hours to one-fourteenth
of a second
Enabled analysis of real-time data from
different types of sensors and 1,024 individual
channels to support extended perimeter
security
Enabled a faster and more intelligent
response to any threat
© 2013 IBM Corporation
Security/Intelligent Extension
Volume
Velocity

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Agenda for today
Why IBM as your unique partner ?
Five compelling Big Data use cases
Recommendations on how to get started
What is Big Data ?
Recommendations on how to get started
1
2
3
4

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Are you driving new use cases, new
capabilities & competitivenes
or
are you driven ?

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IBM can help your organizations succeed with their big data initiatives
© 2013 IBM Corporation
Create a business case
with measurable outcomes
Create a business case
with measurable outcomes
Build out capabilities based
on business priorities
Build out capabilities based
on business priorities
Develop enterprise-wide
big data blueprint
Develop enterprise-wide
big data blueprint2
5
Commit initial efforts at
customer-centric outcomes
Commit initial efforts at
customer-centric outcomes1
Start with existing data to
achieve near-term results
Start with existing data to
achieve near-term results
4
3
Recommendations Big Data Approaches
Business Value Workshop
BAO Jumpstart
Big Data Business Case
CIO, COO CEO, CRO workshop
Business Value Workshop
BAO Jumpstart
Big Data Business Case
CIO, COO CEO, CRO workshop
POC or Solutions
Signature Solutions
Big Data Industry Solutions
POC or Solutions
Signature Solutions
Big Data Industry Solutions
Big Data Foundation
Analytics Infrastructure Readiness
Big Data Maturity Model/Assessment
Big Data Foundation
Analytics Infrastructure Readiness
Big Data Maturity Model/Assessment
Functional BVAs or POC
Customer Analytics Diagnostic
Predictive Analytics Diagnostic
Supply Chain Analytics
Functional BVAs or POC
Customer Analytics Diagnostic
Predictive Analytics Diagnostic
Supply Chain Analytics

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How to learn more
• For additional information including whitepapers and demos, please visit:
• Big Data Hub
• Smarter Analytics
• Reference:
• Big Data for Smarter Decision Making by Colin White
• Big Data Analytics - TDWI eBook
• IBV Study - www.ibm.com/2012bigdatastudy
• Education:
• Social Media Analytics, YouTube video
• Understanding Big Data ebook
• Free online education at bigdatauniversity.com
• Services:
• Develop your Big Data strategy with help from IBM Global Business
Services
Invite Big Data expert to your account planning session
Contact Wolfgang Hildesheim (hildeshe@de.ibm.com) or Wolfgang Nimführ
(Wolfgang.Nimfuehr@at.ibm.com) to identify the appropriate industry expert

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