Big Data Tida

1 Copyright 2012, Oracle and/or its affiliates. All rights reserved.

Sustainable Competitive Advantage Through Better Decision:

How Big Data Information Discovery Provides Valuable Insights

Tidaporn Santimanawong, Sales Consulting Director, Oracle ASEAN Business Analytics

Business Intelligence

(Multi-dimensional)

2 | 2012 Oracle Corporation | Confidential Oracle Internal

(Life Style, Value)

Generation Y, Young Generation

Generation Y 35


55% (1,024 )

42%

Generation Y, Young Generation

Y


+ ,

Oracle Business AnalyticsDrive Better Business Outcomes

ANY

BETTERDECISIONS

Copyright 2012, Oracle and/or its affiliates. All rights reserved. Oracle Confidential.5

ANYDATA

FASTERACTION

Why should I pay a checking fee if other

banks dont charge

one? customer.

She saved the project

with strong leadership

& building trust with the

customer.

Dialogues Contain Critical, Untapped Insights

discounted shipping.

Competitive pricing is

15% lower than yours

and they offer

discounted shipping. late

Refuse collection hasnt been so reliable recently 8 theyve been coming

late

Copyright 2012, Oracle and/or its affiliates. All rights reserved.6

Customers Workforce Supplier &Partners

The Public

New Insights Drive New Opportunities

Revenue & margin Customer retention Brand perception Segmentation and

targeting

Impact

Employee retention Improved

productivity Hiring& Staffing Compensation

Customers Workforce


Revenue & marginOperational efficiency.Better partnershipsProduct positioning.

Impact

Revenue & margin Operational efficiency Better partnerships Product positioning

Public sentiment Trends insight Brand perception Hiring ability

The Public3rd Parties

The Challenges of Unstructured Data

DATA IS GROWINGIN VOLUMEAND DIVERSITY

DATA CAN BE DIRTY OROF UNCERTAIN VALUE

XML

AMOSTLY TEXT, ANDDIVERSE SCHEMAS


Websites Social MediaText in Enterprise

Applications

Enterprise Content Systems,

File Systems, EmailBig Data

80% UNSTRUCTURED

Business Intelligence

and Data Warehouses

20% STRUCTURED

Oracle Endeca Information DiscoveryBest platform for Unstructured Analytics

Endeca ServerHybrid Search/Analytical Database

Flexible Data Model

Oracle Endeca Information DiscoveryExtend Business Analytics with Unstructured Data

Oracle Business IntelligenceBest platform for integrated ROLAP and MOLAP

BI Server + EssbaseCommon EnterpriseInformation Model


Social MediaContent Systems,Files, Email

Websites

Unstructured Data

Big DataOLTP & ODS

SystemsEnterprise Applications(Oracle, SAP, Others)

Data Warehouse& Data Marts

Structured Data

High Value Information Discovery use cases

impossible to address with traditional BI tools

Four example use cases:

1. Product Quality - Discovery and Analysis :- ERP Manufacturing Apps

2. Insurance Claims - Discovery and Analysis :- Insurance and Healthcare customers


3. Criminal Intelligence - Discovery and Analysis :-Law enforcement and intelligence

agencies

4. Social Media and Sentiment - Discovery and Analysis:- CRM Application

Use Case 1: Product Quality Discovery & Analysis

CUSTOMER PROFILE

Discrete manufacturer

Product population

Reduce warranty costs and detection to correction time

Common view of six years of product and quality data from

Investigate Root Cause

Global Automotive Manufacturer Gets Ahead of Quality Issues


product and quality data from multiple systems

Quality engineers explore root cause (why) of product issues from unstructured data.

Operates along side Oracle BI EE, Essbase, EPM and PeopleSoft

An Example: Automotive Quality

Suspect

Algorithm

Correlation Analysis

identifies a high rate

of battery failures in

Scandinavia

Using Endeca the analyst The Analyst Discovers:


ExploreDiscover

Data:

Structured &

Unstructured

Using Endeca the analyst

investigates: Structured Data

- Defective parts and suppliers

- Vehicle models and options

- Weather patterns

- Manufacturing sites and dates

- Vehicle distribution and delivery

Unstructured Data

- Service Technician Reports

- Internet Forums

The Analyst Discovers: Service technicians and vehicle owners

have complained about the problem in unstructured text - and also mentioned seat heating

The alternator on problem vehicles has recently been second sourced from a new supplier

This new alternator ...

... delivers insufficient power

... in extreme conditions

... in vehicles that have seat heating

Opportunity 2: Insurance Claims Discovery & AnalysisWho buys it & what are they looking for?

CUSTOMER PROFILE

Insurance provider

Active claims between 1M and 10M

CUSTOMER PROFILE

Insurance provider

Active claims between 1M and 10M

PAINS

Claims management system notes cant be incorporated into analysis because it is in unstructured (text) format

Difficult to identify fraudulent claims without ability to correlate information between different

PAINS

Claims management system notes cant be incorporated into analysis because it is in unstructured (text) format

Difficult to identify fraudulent claims without ability to correlate information between different

OBJECTIVES

Earlier, more accurate detection of fraudulent insurance claims

Unlimited exploration across all dimensions of the source data systems

OBJECTIVES

Earlier, more accurate detection of fraudulent insurance claims

Unlimited exploration across all dimensions of the source data systems


information between different sources

Existing BI tools arent designed for use by front line claims analysts with domain expertise

information between different sources

Existing BI tools arent designed for use by front line claims analysts with domain expertise

Consumer-friendly, search-oriented interface

Reduced overall claims cost and increased customer satisfaction

Consumer-friendly, search-oriented interface

Reduced overall claims cost and increased customer satisfaction

The notes in our claims management system

are finally available alongside our structured

data sources, supporting our fraud detection

efforts and improving call handling quality.

CIO

Customer Success: Liberty Mutual

Auto, Home and Life Insurance Provider

OVERVIEW

Liberty Mutual needed to reduce claims fraud and abuse while improving overall customer satisfaction

CHALLENGES/OPPORTUNITIES

Existing BI standard (MicroStrategy) unable to combine notes fields from insurance claims with structured data sources

RESULTS := Go-live 10/21/2011


insurance claims with structured data sources Competitive pressure from low-cost providers to differentiate by providing best-

in-class customer service

SOLUTION

Provides a set of combined views across structured and unstructured data from over 10 million active personal market claims

360 degree view of each claim enables faster and more accurate identification of fraudulent and abusive claims

Front line claims analysts can access data while on the phone with a customer to improve customer responsiveness and satisfaction

Use Case 3: Criminal Intelligence Discovery & Analysis

CUSTOMER PROFILE

Law enforcement agencies

Intelligence agencies

City, state and national government

CUSTOMER PROFILE

Law enforcement agencies

Intelligence agencies

City, state and national government

PAINS

Information can be useless by the time it is cleaned, processed and loaded into a warehouse

Reduction in operating budget and operations staff while activity levels are increasing limits ability to quickly perform crimes analysis

Activity history spread across several

PAINS

Information can be useless by the time it is cleaned, processed and loaded into a warehouse

Reduction in operating budget and operations staff while activity levels are increasing limits ability to quickly perform crimes analysis

Activity history spread across several

OBJECTIVES

Advance detection and crime prevention

Reduce operating costs and increase intelligence visibility

Efficient deployment within first line operations

OBJECTIVES

Advance detection and crime prevention

Reduce operating costs and increase intelligence visibility

Efficient deployment within first line operations


Our aim is to improve our existing intelligence research capability and as a result, deliver a better service to our community. The contextual navigation offers our analysts visibility into critical information that was unattainable until now, enabling greater discovery for better intelligence decision-making.

Deputy Superintendent of Police

Activity history spread across several different solutions, agencies and data formats

Challenge to manage increase in activity for major public events.

Activity history spread across several different solutions, agencies and data formats

Challenge to manage increase in activity for major public events.

operationsoperations

Background

NATO Summit in Chicago, May 2012

7,000 Visiting Dignitaries

2,200 Journalists

Discovering Protest Activities

Protecting Citizens


10s of thousands of protestor

Thousands of Officers

Solution

Monitor Social Media to identify hot-spots

Correlate with police deployment

Initiate operational orders

Retrospectively identify potential witnesses

Use case 4: Social Media and Sentiment Discovery & Analysis

Who Buys It & What Are They Looking For?

CUSTOMER PROFILE

Companies selling products or services directly to consumers

Organizations and agencies that take their message directly to people

CUSTOMER PROFILE

Companies selling products or services directly to consumers

Organizations and agencies that take their message directly to people

PAINS

Brand and reputations can be helped or threatened quickly by the increasing influence of social media

Need to justify and refine budgets for social media campaigns and activity

Difficult to figure out the best ways to capture, integrate and analyze this growing amount of unstructured social

PAINS

Brand and reputations can be helped or threatened quickly by the increasing influence of social media

Need to justify and refine budgets for social media campaigns and activity

Difficult to figure out the best ways to capture, integrate and analyze this growing amount of unstructured social

OBJECTIVES

Defend brand and reputation cost effectively

Gain deeper insight into overall social media impact and campaigns

Gauge social media sentiment on new products released

OBJECTIVES

Defend brand and reputation cost effectively

Gain deeper insight into overall social media impact and campaigns

Gauge social media sentiment on new products released


growing amount of unstructured social data

Most analytic tools are too generic to address key social media analytic requirements

growing amount of unstructured social data

Most analytic tools are too generic to address key social media analytic requirements

products released

Correlate consumer behavior with various new product and service offerings

products released

Correlate consumer behavior with various new product and service offerings

Weve been investing in social media without a plan for long enough. Endeca allows us to measure the effectiveness of our campaigns both online and off while improving and protecting our brand.

Emily, Director of IT Strategy

Explore New Concepts

Better insight into regional sales performance

OVERVIEW Land OLakes, with annual revenues of $11B,

operates in the dairy products and agricultural services segments. It is owned by and serves more

RESULTS

1.5 years time savings and $4 million implementation cost savings over alternative approach

Better insight on regional sales performance

Higher profit margins


services segments. It is owned by and serves more than 4,600 dairy farmers and some 980 community cooperatives.

CHALLENGES/OPPORTUNITIES

Maximize profitability by positioning higher margin products

Leverage detailed regional seed and crop protection data to drive sales

Correlate marketing initiatives with sales performance

Understand consumer dialog to aid sales performance

Integrated customer service center conversations, social media dialog,

Consumer Sentiment Impact on Sales

Consumer Goods: Discover New Insights from Big Data


conversations, social media dialog, loyalty card transactions and ad spend

Discovered how viral events influence consumer brand sentiment and impact to sales performance

Optimizedfor ExalyticsIn-Memory

Optimizedfor ExalyticsIn-Memory

Business Intelligence and Information DiscoveryComplete Business Analytics Solution

Analysis ProblemsMeasure, Analyze, Report

Discovery ProblemsInvestigate, Explore, Understand

Structured DataModeled and Existing DWExisting DW


In-Memory Machine

In-Memory Machine

Unstructured DataDiverse, textual,uncertain quality

Modeled andconforming

Proven Answers to Known QuestionsProven Answers to Known Questions

Information Discovery

Fast Answers to New QuestionsInformation Discovery

Fast Answers to New Questions

Discovery often begins with a suspicion ...

Suspect

Intuition Algorithm

ORACLE R Enterprise

Popular open source statistics package

Wide range of advanced analytical functions

Integrated with database for scalability

Oracle Data Mining

In-database data mining algorithms

Text mining

Predictive Analytics

Report


ExploreDiscover

Data:

Structured &

Unstructured

Endeca Information DiscoveryValue

Big Data Information Discovery

Oracle Confidential.23

Diverse

Unstructured

Information

Solve the Mystery of


of

Sustainable Competitive Advantage Through Better DecisionSustainable Competitive Advantage Through Better DecisionSustainable Competitive Advantage Through Better DecisionSustainable Competitive Advantage Through Better Decision

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Big Data Tida