1. Qu'est-ce qu'une architecture Big Data
d'entreprise au service du CRM social ?
Isabelle Claverie-Berge, Architecte information Management
isabelle_claverie@fr.ibm.com IBM Software
© 2012 IBM Corporation

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 d'horizon des technologies susceptibles d'être déployées
• les composants d'extraction et d'analyse qui peuvent leur être
associées ,
• l'interaction avec les applications opérationnelles et décisionnelles
existantes ,
• la gouvernance indispensable à ces nouvelles formes d'exploitation
d'information ,
• les compétences requises .
2 © 2012 IBM Corporation

3. De nouvelles sources d’information pour élargir la compréhension
du 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, Prediction
3 © 2012 IBM Corporation

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. 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
customer
5

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
DB2
6 © 2012 IBM Corporation

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 data
Similar to traditional analytics Discover & Experiment
Ad-hoc analytics, data discovery &
but applied to: experimentation
- very large complex data sets
and/or with Manage & Plan
- x10n performance requirements Enforce data structure, integrity and control to ensure
consistency for repeatable queries
7 © 2012 IBM Corporation

8. The integrated framework provides the full breadth of capabilities to
anticipate 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. Big Data is but one set of components of the wider landscape that is
critical 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. Open Source IBM Enhanced IBM Add-On
IBM combines open source components with its own enhancements
to 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. 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
Channels
11 © 2012 IBM Corporation

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 Record
12 © 2012 IBM Corporation

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 together
13 © 2012 IBM Corporation

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
Channels
14 © 2012 IBM Corporation

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 Channel
15 Customer © 2012 IBM Corporation
Channels

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
Channel
16 Customer © 2012 IBM Corporation
Channels

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 ACTIVITY
17 © 2012 IBM Corporation

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
Channels
18 © 2012 IBM Corporation

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 Decisions
19 © 2012 IBM Corporation

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
Customer
20 © 2012 IBM Corporation

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 Decisions
21 © 2012 IBM Corporation

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
Decisions
22 © 2012 IBM Corporation

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
CONVERSATI
Conversations ONS
Area
APPLICATI
ONS CEP
Trigger
Real-time
Decisions
23 © 2012 IBM Corporation

24. Bringing it all together
Deploy Decision Models
Reporting
Sensors Master Information and System of Record
producing Capturing Customer's 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
10001
Conversations
Additional Action +
Trigger Information Outcome Deploy
Usage 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. 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
Management
25 InfoSphere Optim Corporation
© 2012 IBM

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, Prediction
26 © 2012 IBM Corporation

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.com
27 © 2012 IBM Corporation

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Questions?
28 © 2012 IBM Corporation