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Dell EMC IT Big Data Analytics Journey

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Dell EMC IT Big Data Analytics Journey Dell EMC IT Big Data Analytics Journey Nagesh Madhwal Client Solutions Director, Consulting, Southeast Asia, Dell EMC Agenda 1 Dell EMC IT Big Data Journey 2 Building the Data Lake 3 Marketing Science Lab Use Case 4 Technical Benefits 5 Lessons Learned 6 Q&A 3 Dell - Internal Use - Confidential Dell EMC IT Big Data Journey A Journey Of Maturity 1 AGGREGATE 2 LIBERATE 3 INNOVATE/ITERATE HARNESS Consolidation BA-as-a-Service Flexible / Scalable Analytics -based decision making Master Data Data Scientist Services Mission Critical Leveraging data to predict future models Common BI Tools Collaborative Analytic Tools Real Time Capable Transforming operations by BI Governance Unified Analytical Platform Collaborative Delivery applying analytics FOUNDATION ANALYTICS ENABLEMENT DATA LAKE ANALYTICS ENTERPRISE 2010 2011 2012 2013 2014 2015 2016 4 Dell - Internal Use - Confidential Building The Data Lake PROCESS MONITOR THE MEASURE BUSINESS IMPROVE THE EXECUTION BUSINESS PERFORMANCE BUSINESS APPS ERP INNOVATE CRM ITERATE REFINE Master Data Workspace Analytics Machine BU App Data EMBED INTO BUSINESS APPS “MAKE THEM SMARTER” GOVERNANCE 5 Dell - Internal Use - Confidential Powered by Intel® Xeon® Processors Dell EMC IT Data Lake Architecture ANALYTICS TOOLBOX APPLICATIONS DATA GOVERNANCE APPLICATIONS COLLIBRA BATCH - DATA PLATFORM MICRO EXECUTION CASSANDRA POSTGRESQL MEMORY DB GEMFIRE PROCESS SPRING XD PIVOTAL HD GREENPLUM DB ATTIVIO BATCH APACHE APACHE RANGER INGESTION Social Media Sensor Network Web Supplier Market ERP CRM PLM UNSTRUCTURED STRUCTURED TIME - HDFS ON ISILON REAL HADDOOP ON SCALEIO BIG DATA FOUNDATIONS | BIG DATA SYSTEMS 6 Dell - Internal Use - Confidential Big Data Analytics Security Services • Predict failure • Proactive and predictive • User behavior analysis services IT Sales • Predict failure of BDL • Service contracts exchange servers renewals ~100M Manufacturing Marketing • Proactively identify disk • Cross sell products ~10M drives • Blending data target • Better yield rates marketing & Segmentation to drive incremental revenue Security Grow Increase & Compliance Revenue Efficiency 7 Dell - Internal Use - Confidential Agenda 1 Dell EMC IT Big Data Journey 2 Building the Data Lake 3 Marketing Science Lab Use Case 4 Technical Benefits 5 Lessons Learned 6 Q&A 8 Dell - Internal Use - Confidential Thought Leadership “…the best data may reside outside the organization’s Leadership’s Big Data marketing vision. database. Combining this data with your CRM and making sense of it requires robust algorithms. However, the benefits are tremendous—you’ll get better understanding of your customer profiles to create more targeted solutions and messaging.” (2014) “To get a 360 degree view of your customer, you must find a way to pull all of this information into your grid and merge it with the data you do own” (2015) “The marketing science lab had the goal to build a team of data analytics guys that could deliver insight en masse to the marketing The EMC Marketing Science Lab team to make it more productive. funnels CRM data into EMC’s Less communications, but more data lake solution for predictive targeted, in a way that we think modeling … by marrying our will be more attractive to that internal data with external target audience.” (2013) unstructured data … we are able to find individuals” (2015) 9 Dell - Internal Use - Confidential Marketing Science Lab Waterfall of Capabilities SKILLS Applied Programming Statistics TOP METHODOLOGIES Clustering/ Next Likely Purchase Propensity-To-Buy Text Analytics Classification Association Rules BIG DATA ANALYTICS Response Purchase Rules Segmentation Journeys Full ROI Marketing Mix Lead Score 10 Dell - Internal Use - Confidential Marketing Science Lab Portfolio Big Data use cases = the power of EMC Federation technology. Math Behind Parker Information the Morcambe Antarctica Generation Missile Expedition and Website EMC Data Lab Dell EMC Business Partnering with Sales Data Lake (present) and IT for Greenplum Master Analytics Business Data Lake Campaign Record (2013) Marketing Science Lab Powered By Intel Greenplum Las Vegas Human Face of Big Data Workbench + Open Source Tools (2012) F1 Truck Jump & Viral Marketing 11 Dell - Internal Use - Confidential Dell EMC’S Business Data Lake Blending more data than ever before for targeting and segmentation! Media Sources • TechTarget • Bombora Social Data Competitive • Sysomos • Aberdeen (Harte Hanks) • Sprinklr CITDB • WordPress • Fairfax • Disqus • Fortune 500 • Twitter • SFDC • HG Data Marketing Response Enterprise • 3rd Party Events • Installed Base • Aprimo Marketing • Opportunities Contacts • Telemetric Data (SYR) • Adobe Analytics • Contracts (Omniture) • Professional Services • EBC Attendance • Product Training Data 12 Dell - Internal Use - Confidential Analytical Process Customer segmentation A wide range of attributes (giving the rich customer profile shown below) were used to categorize ABM accounts into three distinct segments based on purchase readiness – Undecided, Motivated and Ready —using a statistical technique called cluster analysis. 1. 2. 3. 4. 5. Dell EMC Business Data Develop Target Statistical Analysis for Tableau and Aprimo Deploy Lake Work with IMC lead to develop Segmentation Integration Roll-Out to Field Marketing through Wide range of data for blending target using product, competitive, Statistics were combined with Develop and deploy Tableau Playbooks, etc. using EMC business data lake: social and marketing history business rules to group accounts. Workbooks to give 360-degree Marketing-empowered sales-led dimensions selected in partnership Accounts and prospects targeted view into accounts, prospects and engagements. with marketing leads for defining marketing contacts. Enterprise Mfg. & Bookings targets. using machine learning techniques Marketing-led digital engagements. (k-means clustering) to group (or Sales & Marketing History classify) contacts and companies Social Media based on similar characteristics. Competitive External Media Usage 13 Dell - Internal Use - Confidential Use Case: Marketing Science Lab Blending data target marketing & segmentation to drive incremental revenue Marketing Response Installed Base Social Media Media Sources DATA EMC VISIONARY TECHNOLOGY TRANSACTIONAL INGESTION DATA LAKE CXO PERSONA ADOPTION PREDICT SEGMENTATION P2B PLAYS The Dell EMC Marketing Science Lab was created to deliver incredibly deep, 360 degree views of customer behaviors, needs, sentiments, and drive unprecedented marketing effectiveness for Dell EMC. 14 Dell - Internal Use - Confidential Agenda 1 Dell EMC IT Big Data Journey 2 Building the Data Lake 3 Marketing Science Lab Use Case 4 Technical Benefits 5 Lessons Learned 6 Q&A 15 Dell - Internal Use - Confidential Technical Benefits FASTER ANALYTICS SIMPLIFIED DATA Data Lake enables faster data PROVISIONING GOVERNANCE analytics & modelling Reduced number of tables/ Provides one version report required of the truth FASTER DATA SHARE TOOL AGNOSTIC INTEGRATION Business logic in the DB not the tool WORKSPACE provides increased flexibility Marketing Automation Data into BDL Ability to share data analysis reduced from 7-10 days to <24 hours with others 16 Dell - Internal Use - Confidential Lessons Learned The right people, aligned in the right way, working with the right technology DEDICATED TEAM ESTABLISH INDIVIDUAL / TEAM PARTNERSHIP TO LEAD THE EFFORT DETERMINE WHICH GAIN EXECUTIVE COMMUNICATE, IT’S A FUNCTIONS & SPONSORSHIP EDUCATE, DRIVE JOURNEY TECHNOLOGIES TO ADOPTION INVOLVE 17 Dell - Internal Use - Confidential Key Takeaways IT’s A DARWINIAN INTEGRATION IT’s A TEAM SPORT EVOLUTION MATTERS TREAT DATA LIKE COLLECT DEMOCRATIZE YOUR PRODUCT EVERYTHING YOUR DATA USER EXPERIENCE YOUR DATA PERFECTION IS IS KING DIFFERENTIATES YOU NOT REQUIRED 18 Dell - Internal Use - Confidential Dell EMC Global Services Big Data Approach Accelerate a strategic business initiative with big data analytics ASSESS PROVE DEPLOY Identify and prioritize an analytics Demonstrate how the analytics use Implement the analytics use case use case that offers an optimal case would deliver analytic lift if into production to create an combination of business benefits and put into production and prove the operational Big Data solution to a implementation feasibility. potential ROI. business problem. Big Data Big Data BUSINESS Big Data Vision Workshop Proof of Applied Analytics Big Data Module Value Implementation (BDM) • Software Installation • BDL (analytics) Big Data Big Data TECHNOLOGY Big Data Vision Workshop Proof of Technology Implementation Technology Implementation Assess the current state against the goals for adding new capabilities. Prove that the technology delivers Implement the technologies and Assess technology gaps, and develop the required technical capabilities processes into production to enable a future state architecture with within the customer environment. the required Big Data capabilities. implementation roadmap. ASSESS PROVE DEPLOY 19 Dell - Internal Use - Confidential © Copyright 2015 EMC Corporation. All rights reserved. Steps in the Journey Vision Identify impactful Workshop big data analytics business use cases Proof-of- Deploy analytics sandbox to Value (POV) quantify the business case Analytics Develop actionable analytics roadmap; Operationalization guide process / technology evolution toward capture of promised value Repeat process for qualified business cases… 20 Dell - Internal Use - Confidential Identify where and how to start / leverage Big Data Analytics 1 2 3 4 5
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