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Search2012 ibm vf

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Search2012 ibm vf

  1. 1. Quest-ce quune architecture Big Datadentreprise au service du CRM social ?Isabelle Claverie-Berge, Architecte information Managementisabelle_claverie@fr.ibm.com IBM Software © 2012 IBM Corporation
  2. 2. Agenda Enjeux et challenges pour une plate-forme Big Data robuste et évolutive, intégrée au paysage IT existant. • les nouvelles sources de données internes et externes , • un tour dhorizon des technologies susceptibles dêtre déployées • les composants dextraction et danalyse qui peuvent leur être associées , • linteraction avec les applications opérationnelles et décisionnelles existantes , • la gouvernance indispensable à ces nouvelles formes dexploitation dinformation , • les compétences requises .2 © 2012 IBM Corporation
  3. 3. De nouvelles sources d’information pour élargir la compréhensiondu comportement client Private Customer Data Syndicated Data Traditional Data Sources, Cleaned, Correlated, Private Sensor Data T Curated R E A M D E Customer Systems I R Unstructured Data Operational Systems T G Management Platform and Applications End-to-end, scalable I I O N N G A Private Customer Analytics L Large-Scale Analytics Industry Analytics Proprietary Models, Solutions, Information and Modeling, Simulation, Profiles and Insights Services Discovery, Prediction3 © 2012 IBM Corporation
  4. 4. The 360-degree View of Customer High-value, dynamic - source of competitive differentiation How? Why? Interaction data Attitudinal data - Email / chat transcripts - Opinions - Call center notes - Preferences - Web Click-streams - Needs and Desires - In person dialogues Descriptive data Behavioral data - Attributes - Orders - Characteristics - Transactions - Relationships - Payment history - Self-declared info - Usage history - (Geo)demographics Who? What?4 “Traditional” © 2012 IBM Corporation
  5. 5. Exemple: Analyse de sentiment dans la vue 360°du client Business Processes Master Data Management Insights affect real-time Results of full business processes Insight on web traffic and customer analysis social media presence by sent to Master Big Data Platform customer Customer Record (e.g., customer churn alert) 1.Client website Data Warehouse & activity Business Intelligence 2.Client social media data Analyze a wide variety of data sources Call Center Logs Incoming Call Detail Reports (CDRs) Insight on call behaviour and Streaming Analysis experience by 5 © 2012 IBM Corporation customer5
  6. 6. Exemple: Vision client 360°, architecture Guardium Customer Identification Privacy Master Data Management Data Privacy Optim for Test Data, Data Quality MDM DB Redaction, +++ Data Customer Intelligence Appliance Quality DW Appliance Data Models Out-of-the-box analytics ETL/ELT Cognos Pre-built Customer Integration behavioral IBM Global Business Appliance attributes Services Click Streams IBM Retail Data Model Campain analytics Enterprise Data Warehouse Applications and Operational Analytics Online Archive OLTP and Big Data Integration Managing Growth Built-in Integration into Big Data Optim Data Archive Informix DB2 SAP solidDB DB26 © 2012 IBM Corporation
  7. 7. Les objectifs d’une plateform big data Analyze a Variety of Information Novel analytics on a broad set of mixed information that could not be analyzed before Analyze Information in Motion Streaming data analysis Large volume data bursts & ad-hoc analysis Analyze Extreme Volumes of Information Cost-efficiently process and analyze petabytes of information Manage & analyze high volumes of structured, relational dataSimilar to traditional analytics Discover & Experiment Ad-hoc analytics, data discovery &but applied to: experimentation - very large complex data setsand/or with Manage & Plan- x10n performance requirements Enforce data structure, integrity and control to ensure consistency for repeatable queries7 © 2012 IBM Corporation
  8. 8. The integrated framework provides the full breadth of capabilities toanticipate business outcomes against which the business can act Business Glossary Automated Decision Optimization & Campaign Management Visualization Reporting & Scorecards Events & Alerts Data Information Lifecycle Governance Predictive Reporting Data Analytic Data Reference & Master Data Management OLAP Cubes Analytics Marts Marts Industry Data Model Challenger Testing Champion / Simulation Messaging & Business Rules Metadata Mgmt Information Security Data Flow Analysis Analytic Modeling Anomaly Detection Schema- (confidence) Data Warehouse less Data (Structured) In-Memory Regression Store Data Store (Poly- Scoring structured) Correlation Scenario Data Quality Analysis ODS Classific- ation Data Cleansing & Enrichment Text Integration Data Processing Framework Pipeline) & Enrichment (Data Analytics Data Mining & Exploration & Profiling Discovery Data Information Sources – Internal & External (Core Systems, External Feeds, Web Crawling, etc)8 © 2012 IBM Corporation
  9. 9. Big Data is but one set of components of the wider landscape that iscritical to generate value from new business insights Business Glossary Automated Decision Optimization & Campaign Management Visualization Reporting & Scorecards Events & Alerts Data Information Lifecycle Governance Predictive Reporting Data Analytic Data Reference & Master Data Management OLAP Cubes Analytics Marts Marts Industry Data Model Challenger Testing Champion / Simulation Messaging & Business Rules Metadata Mgmt Information Security Data Flow Analysis Analytic Modeling Anomaly Detection Schema- (confidence) Data Warehouse less Data (Structured) In-Memory Regression Store Data Store (Poly- Scoring structured) Correlation Scenario Data Quality Analysis ODS Classific- ation Data Cleansing & Enrichment Text Integration Data Processing Framework Pipeline) & Enrichment (Data Analytics Data Mining & Exploration & Profiling Discovery Data Information Sources – Internal & External (Core Systems, External Feeds, Web Crawling, etc)9 © 2012 IBM Corporation
  10. 10. Open Source IBM Enhanced IBM Add-OnIBM combines open source components with its own enhancementsto integrate Big Data into the existing enterprise landscape Business Glossary Automated Decision Optimization & Campaign Management Visualization BigSheets Reporting & Scorecards Events & Alerts Data Information Lifecycle Governance Predictive InfoSphere StreamsFlow DB2 Analytics Accelerator Reporting Data Analytic Data Reference & Master Data Management OLAP Cubes Analytics Marts Marts Industry Data Model Challenger Testing Champion / Simulation Messaging & Business Rules Metadata Mgmt Information Security BigIndex Analysis Analytic Modeling Lucene Anomaly Detection Schema- ZooKeeper Scoring (confidence) Data Warehouse less Data Avro Associatio In-Memory Regression R Store Columnar (Structured) n Analytic SPSS Data Store ML HBase s (Poly- Data HDFS structured) Classific- Correlation Scenario Data Quality Analysis LZO ation GPFS ODS Classific- ation Eclipse Development Data Cleansing & Enrichment Text SystemT Integration Data Processing Framework REST API & Enrichment (Data Pipeline) Analytics Tooling Data Mining & Oozie MapReduce AdaptiveMR Exploration AQL Jaql & Profiling Discovery Data Information Sources – Internal & External Hive Pig (Core Systems, External Feeds, Web Crawling, etc)10 © 2012 IBM Corporation
  11. 11. Next Best Action solution has the following parts to it Decision Models Reporting Capturing Customer’s Master Analytics Activity Information & Management System of Record Feedback Additional Information Decision Trigger Models Usage Real-time Decisions Trigger Execute Action Context Human Operated Action Channel Outcomes Automated Channel Customer Channels11 © 2012 IBM Corporation
  12. 12. Developing the decision model Analytics Management Data Scientist Business Analyst 10001 01010 00100 01010 10001 Decision Deploy Model Decision 1 2 Model Decision 10001 01010 Management 00100 01010 10001 ? Workbench Sandbox Master Information & System of Record12 © 2012 IBM Corporation
  13. 13. Roadmaps Starting Points Enhancements • Starting with pre-calculated • Collecting activity from your decisions applications • Enabling real-time decisions • Driving complex events • Using Enterprise Market • Introducing social media Management • Understanding customer conversations • Mining the network • Pulling it all together13 © 2012 IBM Corporation
  14. 14. Roadmap: Starting with pre-calculated decisions Reporting Master Information & System of Record Update Sandbox 5 ENTERPRISE Retrieve DATA WAREHOUSE information Analytics Action + 4 DECISION 1 Management Outcome ENGINE 2 CUSTOMER + Store pre-canned actions ACTIVITY and classifications Deploy Decision Model Access pre-canned recommendations 3 and record executed actions + outcomes. Context Human Operated Action Channel Outcomes Automated Channel Customer Channels14 © 2012 IBM Corporation
  15. 15. Roadmap: Enabling real-time decisions Reporting Master Information & System of Record CUSTOMER PRODUCT CUSTOMER Analytics + Management MASTER MASTER ACTIVITY Additional 2 Action + Information 3 Outcome Real-time Decisions Deploy Decision 1 Model DECISION ENGINE ENTERPRISE SERVICE BUS (ESB) Context Human Operated Action Channel Automated Outcomes Channel15 Customer © 2012 IBM Corporation Channels
  16. 16. Roadmap: Using EMM Reporting Master Information & System of Record CUSTOMER PRODUCT CUSTOMER Analytics + Management MASTER MASTER ACTIVITY Additional 2 Action + Information 4 Outcome Real-time Decisions Deploy Decision 1 Model 3 ENTERPRISE MARKETING DECISION MANAGEMENT (EMM) ENGINE ENTERPRISE SERVICE BUS (ESB) Context Human Operated Action Channel Outcomes Automated Channel16 Customer © 2012 IBM Corporation Channels
  17. 17. Roadmap: Collecting activity from your applications 1 Intercept 2 Periodic 3 Triggered 4 Explicit Calls Messages Extract Notification APPLICATIO APPLICATIO APPLICATIO APPLICATIO N N N N Update Extract Update Record ESB ETL Activity Store Trigger Notification CUSTOMER CUSTOMER CUSTOMER CUSTOMER CUSTOMER + + + + MASTER ACTIVITY ACTIVITY ACTIVITY ACTIVITY17 © 2012 IBM Corporation
  18. 18. Roadmap: Driving Complex Events Capturing Customer’s Activity APPLICATIO NS OTHER 1 Master EVENT Information & DETECTIN CEP System of Record G SYSTEMS Feedback Additional 2 Information Trigger 3 Usage Real-time Decisions Execute Action Human Operated 4 Channel Automated Channel Customer Channels18 © 2012 IBM Corporation
  19. 19. Roadmap: Introducing Social Media SOCIAL MEDIA Capturing Customer’s Activity Social Media Distributed Map-Reduce 1 Files Services 4 5 2 Master Information & System of Record 3 Shared Staging Area Customer using social media Trigger Real-time Customer Decisions19 © 2012 IBM Corporation
  20. 20. Roadmap: Understanding Customer Conversations CUSTOMER CONVERSATI ONS Capturing Customer’s Activity Distributed Map-Reduce Files 4 5 Master Information & System of Record 2 3 Shared Staging Area Transcript of Call 1 Context Trigger Call Real-time Action Center Decisions Outcomes Customer20 © 2012 IBM Corporation
  21. 21. Roadmap: Understanding customer use of a web site WEB SITE USAGE Capturing Customer’s Activity Internet Web Analytics Files 2 4 5 Master Information & System of Record 3 1 Shared Staging Web click logs Area Customer using your Website Trigger Real-time Customer Decisions21 © 2012 IBM Corporation
  22. 22. Roadmap: Mining the Network REAL WORLD USAGE Capturing Customer’s Activity 2 1 Streaming Processor Files 5 4 Real Master Information & World System of Record Shared Staging Sensors Area producing readings 3 Trigger Real-time Decisions22 © 2012 IBM Corporation
  23. 23. Capturing Customer’s Activity Summary Capturing Customer’s Activity Sensors producing REAL WORLD USAGE readings WEB SITE Files Internet USAGE Master Social Media SOCIAL Information & Services MEDIA System of Record Customer CUSTOMER Shared Staging CONVERSATIConversations ONS Area APPLICATI ONS CEP Trigger Real-time Decisions23 © 2012 IBM Corporation
  24. 24. Bringing it all together Deploy Decision Models Reporting Sensors Master Information and System of Record producing Capturing Customers Activity Analytics Management readings ENTERPRISE Update Data Business Process Files Sandbox Scientist Analyst SANDBOX Internet Process DATA WAREHOUSE 10001 01010 Updates, 00100 01010 Decision Social Media Process Actions + Outcomes Model Services Shared Process Staging Area CUSTOMER CUSTOMER PRODUCT Decision 10001 APPLICATIONS Management 01010 00100 ? Customer CEP ACTIVITY MASTER MASTER Workbench 01010 10001Conversations Additional Action + Trigger Information Outcome DeployUsage Decision Real-time Decisions Model Context ENTERPRISE DECISION Human Trigger MARKETING Operated ENGINE Action MANAGEMENT (EMM) Channel Outcomes Automated Execute Channel Action Customer Channels ENTERPRISE SERVICE BUS (ESB) 24 © 2012 IBM Corporation
  25. 25. En conclusion Big Data : Les points d’intégration Rules / BPM IBM Big Data Solutions Client and Partner Solutions iLog & Lombardi Data Warehouse InfoSphere Warehouse Big Data Analytics Warehouse Appliances Applications Text Statistics Financial Geospatial Acoustic IBM & non-IBM Image/Video Mining Times Series Mathematical Master Data Mgmt INTEGRATION InfoSphere MDM Data Big Data Enterprise Engines Database DB2 & non-IBM Content Analytics Processes InfoSphere Streams InfoSphere BigInsights ECM Productivity Tools & Optimization Business Analytics Workload Job Data Provisioning Job Management & Workflow Ingestion Information Server Scheduling Tracking Cognos & SPSS Optimization Manageability Management Admin Configuration Activity Identity & Data Marketing Tools Manager Monitor Access Mgmt Protection Unica Connectors Applications Blue Prints Data Growth Management25 InfoSphere Optim Corporation © 2012 IBM
  26. 26. De nouveaux métiers et de nouvelles competences Data Scientist Specialist in managing/ Private Customer Data exploiting unstructured data Syndicated Data Traditional Data Sources, Cleaned, Correlated, Private Sensor Data T Curated R E A M D E Customer Systems I R Unstructured Data Operational Systems T G Management Platform and Applications End-to-end, scalable I I O N N G A Private Customer Analytics L Large-Scale Analytics Industry Analytics Proprietary Models, Solutions, Information and Modeling, Simulation, Profiles and Insights Services Discovery, Prediction26 © 2012 IBM Corporation
  27. 27. IBM Big Data Hub: Join the Conversation The new IBM Big Data Hub provides current information, valuable perspectives, and multi- media content on big data. This asset combines content marketing, social media, demand generation and ready-to-go campaign components into a search engine and social- sharing optimized environment. Features include: blogs, videos, podcasts, white papers and analyst reports, and events. Bookmark the IBM Big Data Hub and share it with partners, clients, and prospects. IBMdatamag.com27 © 2012 IBM Corporation
  28. 28. z zz z z z z Questions?28 © 2012 IBM Corporation

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