Accelerate Actionable Insights with the Business Data Lake

1© Copyright 2015 EMC Corporation. All rights reserved.
ACCELERATE ACTIONABLE INSIGHTS
WITH THE BUSINESS DATA LAKE
CAPGEMINI AND PIVOTAL: “INSIGHT DRIVEN” EMC FEDERATION BUSINESS DATA
LAKE REALIZES BIG DATA VALUE

Agenda
What is it we set out to solve?
How did the Business Data Lake solve that
How to industrialize the Business Data
Lake
How this is changing industries like
Automotive and Oil & Gas

Corporate
Ad-hoc
LOB
manage
ment
Operatio
ns
Market
Multiple internal views – consistently compromised
Operations
LOB mart Spreadsheets
Line of business
Transactional systems
CRMERP PLM
EDW
Fit
Detail
Freshness
Fidelity
Corporate
ODS
Web

What IT used to say
“LET’S BUILD A BIGGER DATABASE”

Why the single view fails
Division1
Sales
Finance
Supply chain
Marketing
R&D
Personal
KPIs
DivsionalKPIs
Corporate
Now agree on
everything
Division2
Sales
Finance
Supply chain
Marketing
R&D
PersonalKPIs
DivsionalKPIs
Division3
Sales
Finance
Supply chain
Marketing
R&D
PersonalKPIs
DivsionalKPIs
Division4
Sales
Finance
Supply chain
Marketing
R&D
PersonalKPIs
DivsionalKPIs
Corporate
KPIs

So what do we need?
Govern where it
matters
!  Focus on MDM and RDM
!  Enforce only when sharing
!  Treat Corporate as aggregation of Local.
Encourage local
requirements
!  Let the business decide what they need
!  Build from the bottom
!  Enable traceability to source
!  Disposable data views.
Distill on
demand
!  Select only what you want
!  Business friendly tooling
!  Re-usable information maps
!  Rapid change cycle.
Store
everything
!  Store everything ‘as is’
!  Include structured and unstructured data
!  Store it cheaply.

Why the Business Data Lake succeeds
Division1
Sales
Finance
Supply chain
Marketing
R&D
Personal
KPIs
Now agree
where it
counts
Division2
Sales
Finance
Supply chain
Marketing
R&D
PersonalKPIs
DivsionalKPIs
Division3
Sales
Finance
Supply chain
Marketing
R&D
PersonalKPIs
DivsionalKPIs
Division4
Sales
Finance
Supply chain
Marketing
R&D
PersonalKPIs
DivsionalKPIs
Corporate
Corporate
KPIs
DivsionalKPIs

Ingestion
tier
Insights
tier
Unified operations tier
System monitoring
System
management
Unified data management tier
Data mgmt.
services
MDM
RDM
Audit and
policy mgmt.
Processing tier
Workflow management
Distillation tier
HDFS storage
Unstructured and structured data
In-memory
MPP database
Real
time
Micro
batch
Mega
batch
SQL
NoSQL
SQL
MapReduce
Query
interfaces
SQL
Business Data Lake Architecture
Sources Action tier
Real-time
ingestion
Micro batch
ingestion
Batch
ingestion
Real-time
insights
Interactive
insights
Batch
insights

The new philosophy
Business
Data
Lake
Store
everything
Encourage
local
Govern
only the
common
Treat
global as a
local view
It’s all about insight at the point of action

But what we don’t want
Awesome
Business
Idea
Give me 3
months to
design the
hardware
Then 10
people to
manage it
And another
10 to
manage the
clusters

Think Platform – Think Blueprints
Infrastructure as a Service
Platform as a Service
Data as a Service
Insight
Application
Insight
Application
Insight
Application
Insight
Application
ManagedService
ManagedService

Insights derived for the
automotive industry

The automotive industry is booming, but also facing significant
disruptive change
Martin Winterkorn, VW
Our sector faces a disruptive
change... those who are not
willing to change will
not exist in the future
Ian Robertson, BMW Michael Gorriz, Daimler
The Auto industry will see
more change in the next five
years than in the previous
100 years
We are very close to
a radical change in
our industry
Andy Palmer, Aston Martin
We are on the cusp of one of
the most radical changes in
the way that you buy cars in
125 years
Earl Hesterberg, GroupOne
Our USP is having
the best systems,
processes and data in the
industry
The fun has just started
Warren Buffet,
Berkshire Hathaway Automotive
(On the purchase of Van Tuyl
Group)

Interest Purchase Ownership Repurchase
CONNECTED CUSTOMER
Putting the customer at the centre
of your company
CONNECTED VEHICLE
Making the vehicle a node on
the network
CONNECTED INSIGHTS
Transforming data into competitive
advantage
“We want to listen to
the consumer and learn.”
Dieter Zetsche, Daimler
“We need to work with
companies from outside the sector.”
Sergey Brin, Google
“Data is the new
currency for our industry.”
Luca de Meo, Audi
Capgemini sees three areas driving customer
management in the automotive industry

Ignite
Micro Targeting
Loyalty Prediction
Renewal Prediction
Price Optimization
Social Insights
Envision
Connected Insights
Automotive Insights Lab
Warranty Prediction
Sales Forecasting
Social Insight into Action
Capgemini sees three areas driving customer
management in the automotive industry

Pricing &
Demand &
Warranty
prediction
!  Proven cases of 7 times more effective targeting
!  Over 20% increase in average revenue per campaign, with 10%
cost reduction
Profiling &
Targeting
!  Improved stock replenishment due to more robustly predicted
demand on vehicle model, parts and geographical level
!  Improved warranty claims prediction accuracy by >100%
Pricing &
Demand &
Warranty
Prediction
!  Success rate of identifying customers to repurchase increased by >
300%
!  About 2-3 times more conversion due to up-sell and cross-sell
analytical models
!  Decrease in churn rate by 15-30%
Renewal &
Loyalty
IgniteWe have proven that Connected Insights delivers tangible results

Capgemini/EMC Joint Offerings
Big Data/Predictive Solutions

It’s about Business: Oil & Gas Companies Are Looking For
Answers to Three Fundamental Questions
…while I decrease COST…
…and deploy CAPITAL more efficiently?
•  per Well?
•  per Asset?
•  per Business Function Engaged in Well Lifecycle?
•  per Well?
•  per Asset?
•  per Business Function?
How can I increase PRODUCTION and RECOVERY
•  per Well?
•  per Asset?

Capgemini/EMC – Data Lake Driven Approach
Production Optimization – Drilling Smarter, Faster, Cheaper
RTD
Drilling Optimization
By Phases
RTC
RTP
D&A
Build Predictive / Prescriptive Models That:
•  Improve production & reserves forecasting
•  Improve ultimate reservoir recovery (IUR)
•  Optimize completions engineering designs
•  Enable targeting of high value acreage / acquisitions / Joint
Venture partnerships
Utilize Predictive Analytics To:
•  Optimize drilling for production “sweet
spots” (placement, spacing, steering)
•  Optimize drilling and completions models & costs
•  Improve “non-productive time” - NPT
For Conventional and Unconventional Fields
Potential Benefits are Staggering:
•  Improve production and cost forecasts vs actuals –
Market & Reporting consistency
This is a Real and Demonstrable Solution today
Current Projections for active PoC (15,000 Wells)
•  Increase oil production 5-10%
•  Decreases completions costs 5%+

2 Year Cum Oil Predictions Dashboard
Predict cum oil performance of “to be” Bakken
wells at 30, 60, 90, 120, 150, 180, 365 & 730
days
1

“Health Check” Dashboard
Performance monitoring & continuous
improvement of predictive models
Exception Based Surveillance of producing
wells to trigger Alerts/Actions
4

“Trend Analyzer" Dashboard
As new data flows in daily, spots statistically
significant trends
Spot potential Production Loss and irregular
pressure/lift changes
3

“Completions Optimizer” Dashboard
Facilitate interactive experimentation deriving
optimum completions design(s) – What if
Reservoir Simulator
2

Production Optimization Advanced Analytics

Analytics Health Check90 Day Trend AnalyzerRate/Cum Oil Predictions Completions Optimizer Stages Trend Analyzer
Proven Production Optimization Solution
Extended
Business
Data Lake
Built
Operations Data Lake
-  Geo, GIS, Production
-  Drilling and Completions,
-  Financial, Planning Cycle
Advanced Analytics
-  Business analytics models
-  Pivotal based analytic engine
-  Agile fast fail, fast learn team
SecureArchitectureandInfrastructure

Produc(on

-‐  Op’s
data
store

-‐  Field
data

Operating Company Data Sources Utilized

Drill
&
Comp.

-‐  Op’s
data
store

-‐  Services
data

Financial
ERP

-‐  SAP
OpEX

-‐  Revenue
acct

Planning
Cycle

-‐  Well
life-‐cycle

-‐  Field
life-‐cycle

Geo-‐prognosis

-‐  Geology

-‐  GIS,
Well
Hdr

Public
Data

-‐  IHS,
Basin

-‐  Drilling
info

Unstructured

-‐  Daily
reports

-‐  “Small”
data

Build in Context, Time Specific BI and Analytics Visualization Portal
Capture & Maintain all Data in Data Lake, Use in Workflows & Advanced Analytics
Assess and Understand Key Data, Workflows and Business Impact

•  Capgemini
–  The only SI partner
at launch
•  Capgemini & Pivotal
–  The co-inventors of
the BDL
•  This is the
industrialization of our
vision
THIS ISN’T JUST WORDS:
THE EMC FEDERATION BUSINESS DATA LAKE

1.  STOP thinking about disparate silos of information
2.  START thinking about a single Business Data Lake
approach
3.  THINK about the operational costs
4.  Identify your core use cases
5.  Deliver – prove the value before the end of the year
WHAT TO DO?

WHO TO CONTACT
•  Steve Jones
–  steve.g.jones@capgemini.com
–  Creator of the BDL
•  Paul Gittins
–  paul.gittins@capgemini.com
–  Group Alliances for Pivotal
•  John McKinney
–  john.mckinney@capgemini.com
–  North America – Pivotal & BDL
•  Vinod Shankar
–  vinod.shankar@capgemini.com
–  Pivotal CoE Lead
!  Lee Brown
•  lee.brown@capgemini.com
•  EMEA – Pivotal & BDL

THANK YOU
+

Together - delivering end-to-end solutions for information lifecycle and
helping customers transform business
•  Leading systems integrator and provider of
consultancy, outsourced services and enterprise
infrastructure
•  Joint executive level commitment and alignment
•  Dedicated teams to support pre-sales, sales,
delivery, engineering, and product development
•  Global training program for solutions development
to on-shore and off shore delivery. Fully
integrated inside Capgemini University for
Capgemini career skills and development
•  Providing end-to-end solutions for clients, bringing
together joint sector, application, and
infrastructure experts
•  Global delivery model with hubs in many countries
providing greater delivery-driving economies of
scale, delivering best practices and customer
experience
Capgemini and The EMC Federation
EMC II, PIVOTAL, VMware, VCE
Jeremy Burton, President, Products and Marketing at
EMC speaks at Capgemini SPARK on digital
transformation
Capgemini receiving EMC Global Federation Award 2014
(given at EMC World 2014)

The information contained in this presentation is proprietary.
© 2015 Capgemini. All rights reserved.
www.capgemini.com
About Capgemini
With
almost
145,000
people
in
over
40
countries,
Capgemini
is
one
of
the

world's
foremost
providers
of
consulQng,
technology
and
outsourcing

services.
The
Group
reported
2014
global
revenues
of
EUR
10.573
billion.

Together
with
its
clients,
Capgemini
creates
and
delivers
business
and

technology
soluQons
that
ﬁt
their
needs
and
drive
the
results
they
want.
A

deeply
mulQcultural
organizaQon,
Capgemini
has
developed
its
own
way

of
working,
the
CollaboraQve
Business
ExperienceTM,
and
draws
on

Rightshore®,
its
worldwide
delivery
model.

Rightshore® is a trademark belonging to Capgemini

Accelerate Actionable Insights with the Business Data Lake

Accelerate Actionable Insights with the Business Data Lake

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