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Advanced Analytics Tools Help Users Find Meaning In E-Book NEW TOOLS, TECHNOLOGIES HELP BOOST BIG DATA INITIATIVES September 2016 ADVANCED ANALYTICS TOOLS HELP USERS FIND MEANING IN BIG DATA Predictive modeling, machine learning and other analytics applications hold the key to unlocking the business value of big data. But it takes a lot of tools, and effort, to derive the benefits. BY CRAIG STEDMAN 1. A Better Way to Analyze Data 5. Sold on Improving Access to Data 4. Hurdles Along the Big Data Path 2. Big Data Drives Business Benefits 3. Going Deeper on Data Analytics NEW TOOLS, TECHNOLOGIES HELP BOOST BIG DATA INITIATIVES Home A Better Way to Analyze Data Big Data Drives Business Benefits Going Deeper on Data Analytics Hurdles Along the Big Data Path EFORE IT DEPLOYED shackled. They couldn’t do their jobs.” a Hadoop cluster five The Hadoop system has alleviated that situation, pro- Sold on Improving Access to Data years ago, retailer viding a single architecture that supports basic business Macy’s Inc. had big intelligence and reporting processes along with advanced problems analyzing all analytics applications, Chakrapany said. The cluster “could of the sales and marketing data its systems were generat- truly be an enterprise data analytics platform” for Macy’s, ing—and the problems were only getting bigger as Macy’s he added. Along with analytics teams using the cluster, pushed aggressively to increase its online business, further thousands of business users in marketing, merchandising, ratcheting up the data volumes it was looking to explore. product management and other departments are already BThe company’s traditional data warehouse architecture accessing hundreds of BI dashboards fed by the system. had severe processing limitations and couldn’t handle un- But there’s a lot more to the big data environment than structured information such as text; historical data also the Hadoop cluster alone. At the front end, for example, was largely inaccessible, typically having been archived on Macy’s has deployed a variety of analytics tools to meet dif- tapes that were shipped to off-site storage facilities. Data ferent application needs. For statistical analysis, the Cincin- scientists and other analysts “could only run so many que- nati-based retailer uses SAS and Microsoft’s R Server, which ries at particular times of the day,” said Seetha Chakrapany, is based on the R open source statistical programming lan- director of marketing analytics and customer relationship guage and was originally developed by Revolution Analytics, management systems at Macy’s. “They were pretty much a software vendor that Microsoft acquired in April 2015. 2 ADVANCED ANALYTICS TOOLS HELP USERS FIND MEANING IN BIG DATA NEW TOOLS, TECHNOLOGIES HELP BOOST BIG DATA INITIATIVES Home A Better Way to Analyze Data Several tools provide predictive analytics, data mining and Predicting High Growth machine learning capabilities, including H2O; Salford Pre- The use of predictive analytics software and other advanced analytics dictive Modeler; the Mahout open source machine learning tools and techniques by surveyed organizations is expected to increase Big Data Drives sharply over the next three years. Business Benefits platform; and KXEN, an analytics technology bought by SAP three years ago. Also in the picture are Tableau’s data IN USE NOW n PLANNING TO USE WITHIN THREE YEARS Going Deeper on visualization tools and Atscale’s BI on Hadoop technology. Data Analytics The different analytics tools are key elements in mak- PREDICTIVE ANALYTICS ing effective use of the big data architecture, Chakrapany 59% Hurdles Along said in a presentation and follow-up interview at Hadoop the Big Data Path 28% Summit 2016 in San Jose, Calif. Automating the advanced analytics process through statistical routines and machine WHAT-IF SIMULATIONS Sold on Improving Access to Data learning is a must, he noted. “We’re constantly in a state of 57% experimentation. And because of the volume of data, there’s 22% just no humanly possible way to analyze it [manually]. So we apply all the statistical algorithms to help us see what’s PRESCRIPTIVE ANALYTICS happening with the business.” That includes analysis of cus- 51% tomer, order, product and marketing data, plus clickstream 18% activity records captured from the Macys.com website. SOCIAL MEDIA ANALYTICS Similar scenarios are increasingly playing out at other 46% organizations, too. As big data platforms such as Hadoop, NoSQL databases and the Spark processing engine become 17% more widely adopted, the number of companies deploying TEXT ANALYTICS advanced analytics tools that can help them take advantage 45% of the data flowing into those systems is also on the rise. 15% In an ongoing survey on the use of BI and analytics software conducted by TechTarget, 26.2% of some 4,000 SOURCE: TDWI’S “OPERATIONALIZING AND EMBEDDING ANALYTICS FOR ACTION”; BASED respondents as of late August said their organizations had ON RESPONSES FROM 309 BI, ANALYTICS AND DATA MANAGEMENT PROFESSIONALS. 3 ADVANCED ANALYTICS TOOLS HELP USERS FIND MEANING IN BIG DATA NEW TOOLS, TECHNOLOGIES HELP BOOST BIG DATA INITIATIVES Home A Better Way to Analyze Data installed predictive analytics tools. And looking forward, analytics—and the tools that make it possible—is a tangible predictive analytics topped the list of technologies for thing for Progressive and its auto policy customers, said planned investments over the next 12 months. It was cited Brian Durkin, an innovation strategist in the company’s en- Big Data Drives Business Benefits by 38.3% of the respondents, putting it above more main- terprise architecture group. stream business intelligence technologies such as data visu- The Mayfield Village, Ohio, insurer uses a Hadoop clus- Going Deeper on alization, self-service BI and enterprise reporting. ter partly to power its Snapshot program, which awards Data Analytics A TDWI survey conducted in the second half of 2015 also policy discounts to safe drivers based on operational data found increasing plans to use predictive analytics software collected from their vehicles through a device that plugs Hurdles Along to bolster business operations. In that case, 87% of 309 BI, into the diagnostic port. Progressive has handed out more the Big Data Path analytics and data management professionals said their than $560 million worth of discounts since launching the organizations were already active users of the technology or program in 2008, Durkin said. “It’s not some little science Sold on Improving Access to Data expected to implement it within three years. Other forms of experiment that we’re running,” he noted. “We’re fully in- advanced analytics—what-if simulations and prescriptive vested in it, and it means a lot to our customers.” analytics, for example—are similarly in line for increased To track participating drivers and calculate discounts, usage, according to a report on the survey that was pub- huge volumes of data get processed and analyzed in the lished last December (see “Predicting High Growth”). cluster, which, like the Macy’s cluster, is based on the Hor- Machine learning tools and other types of artificial intel- tonworks distribution of Hadoop. Thus far, Progressive ligence technologies—deep learning and cognitive comput- has collected data on 2.4 billion driving trips by customers, ing among them—are also getting increased attention from and the company retains all the information. One of the technology users and vendors alike, as analytics teams look goals of the program is to identify bad habits that people to automated algorithms to help make sense of data sets can be alerted to—for example, hard braking, which “is that are getting larger and larger. very predictive of bad driving behavior,” Durkin said. For that kind of analysis, he added, “it’s the older data that’s more valuable. So we have to keep everything and analyze BIG DATA DRIVES BUSINESS BENEFITS everything.” Progressive Casualty Insurance Co. is another com- Crunching the data requires plenty of processing pany that’s already there. The business value of big data (Continued on page 6) 4 ADVANCED ANALYTICS TOOLS HELP USERS FIND MEANING IN BIG DATA NEW TOOLS, TECHNOLOGIES HELP BOOST BIG DATA INITIATIVES Home A Better Way to Analyze Data Big Data Drives Data Scientists Hard to Find—and Hold Onto Business Benefits ONE OF THE biggest things that can put stream enterprises, getting tangible the work is that they’re going to do— a damper on big data analytics pro- business benefits through effective how much money they’re going to put Going Deeper on Data Analytics grams has nothing to do with deploy- analytics is becoming a higher-profile in the pockets of people at tax time,” ing and managing advanced analytics priority. “The technology does what Loconzolo said. “That’s very attractive tools—it’s the challenge of hiring and it says it will,” Gartner analyst Merv to data scientists. They want to solve Hurdles Along the Big Data Path retaining skilled data scientists who Adrian said at the 2016 Pacific North- real problems.” can put the tools you’ve installed to west BI Summit in Grants Pass, Ore. good use. But, he added, integration problems AN OFFER THEY CAN’T REFUSE Sold on Improving Access to Data In a survey of business intelligence, and inadequate skills on both the data But even if you do find the data sci- analytics and data management pro- management and analytics sides often entists you need, it may be hard to fessionals conducted by TDWI in the hold companies back from making keep them from jumping ship when second half of 2015, a lack of skilled good on their investments. other companies come calling with personnel ranked second on a list of Bill Loconzolo, vice president of job offers. “Data scientists in my part top challenges that organizations face data engineering and analytics at of the world are changing jobs every in trying to embed analytics processes finance and accounting software three months,” said Mike Ferguson, into their business operations.
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