Understanding Big Data: Strategies To Re-Envision Decision-Making

Understanding Big Data:
Strategies to Re-envision
Decision-Making
Amy Mayer, Vice President, Capgemini
Oracle Analytics Leader, North America
Agenda
Introduction and Session Objectives
What is Big Data and Business Analytics?
Market View (The Economist Intelligence Unit Survey Results)

Business Opportunity
Big Data Strategy
Why Oracle?
Why Capgemini?
Presentation Title | Date

Copyright Capgemini 2012. All Rights Reserved
Session Objectives
Objective 1:
Learn how to optimize Big Data strategy to obtain

meaningful results
Objective 2:
Find out how your organization can react more quickly and
effectively to data
Objective 3:
Improve business performance with Oracle assets for an
effective Big Data Strategy

Capgemini Business Analytics, Big Data &

Business Information Management
Capgemini s global reach with operations in 36
countries and a focus on Business Analytics with
over 7,000 Business Information practitioners.
Austria
Finland
France
Italy
Germany
Norway
Canada
United States
China
Morocco
Mexico
India
A uniquely integrated approach to Information

Strategy based around the Capgemini Intelligence
Enterprise.
Deep Industry sector knowledge supported by Sector
Specific Business Analytical solutions.
Capgeminis best-in-class Rightshore capability
with over 2000 Business Information experts in our
India CoE.
A unmatched (and vendor independent) depth of
technology experience. Capgemini works with all the
major software vendors to deliver solutions
appropriate to the customers needs.
Netherlands
Poland
Spain
Sweden
Switzerland
UK
Brazil
Australia
Argentina
Pinnacle Awards
2009 and 2011
Global Partner
Diamond Partner 2010,
BI Specialized Partner 2011
Partner of the Year

2009 & 2010
Platinum Partner & UK
Partner of the Year 2009
IM Award 2009
Innovation awards
2009 & 2010
A global business analytics practice network

What is Big Data and

Business Analytics?

Big Data What is all the fuss about?

The effective use of big data has the
potential to transform economies,
delivering a new wave of productivity
growthUsing big data will become a
key basis for competition
We estimate that a retailer embracing big data

has the potential to increase operating margin by
more than 60%
$300m the potential saving in US healthcare
$250m the potential saving in European Public Sector

McKinsey Institute Big Data: The next frontier for innovation, competition and productivity May 2011
Data-Driven Decision-making can explain a 5-6% increase in output and productivity, beyond what
can be explained by traditional inputs and IT usage.
MIT Strength in Numbers April 2011
Survey participants estimate that, for processes where big data analytics has been applied, on
average, they have seen a 26% improvement in performance over the past three years, and they
expect it will improve by 41% over the next three.
&
What is Big Data?
Many PBs
of data every
day
25+ TBs
of log data
every day
12+ TBs
of tweet data
every day
30 billion
RFID tags
today (1.3B in
2005)
4.6 billion
camera
phones world
wide
100s of
millions of
GPS enabled
devices sold
annually
2+ billion
people on the
Web by end
2011
76 million
smart meters
in 2009
200m by
2014
80%
Of worlds data
is unstructured

What is Business Analytics?

Business Analytics is the uses of advanced analytical techniques
to find trends and predict future outcomes which are used to
optimize business processes, customer interaction and manage
risk and fraud.
Business
Analytics
Business it is the use of
analytics to directly target a business
issue or process and as such is sold
to the Business. Examples are
customer retention, increasing wallet
share, fraud reduction
Analytics it makes extensive use

of data, statistical and quantitative
analysis, explanatory & predictive
modeling, and fact-based
management to drive decision
making.
Big data is providing the new data sources for business analytics
The Market View

The Market View

Capgemini commissioned the Economist Intelligence Unit to
survey over 600 business leaders, across the globe and industry
sector, about the use of Big Data in their organizations.
Specifically looking at:
Their use of big data today and planned in the next 3 years
The advantages they have seen
The issues they have in using it
43%
of participants are C-level and

board executives
10
The Economist Intelligence Unit Survey:
(1 of 2)
The Deciding Factor: Big Data and Decision Making

What we found:
75%
Believe their organizations

to be data-driven
but
9 10
out
of
say the decisions theyve made in the past 3 years would

have been better if theyd had all the relevant information
Survey respondents say that unstructured
content is too difficult to interpret
85%
42%
Say the issue is not about volume but the ability

to analyse and act on the data in real time
11
The Economist Intelligence Unit Survey:
(2 of 2)
The Deciding Factor: Big Data and Decision Making
26%
41%
56%
62%
is the level of performance improvement already

seen from the application of big data analytics
is the level of performance improvement
expected in the next 3 years
cited organization silos in the top three

impediment to effective decision making
50%
cited shortage
of data analyst
Dispute the proposition that most operational / tactical

decisions that can be automated have been automated

12
The Business Opportunity

13
Business Opportunities
Big data provides opportunities across the spectrum of business
activity, but the prime benefits can be grouped under three
headings:
1. Improving interaction with the ecosystem, particularly with customers.
2. Improving business processes.
3. Risk mitigation.

14
Business Opportunity Examples

Improving
Interaction
with
Customers
Improving
Business
Processes
Customer & Marketing Analytics

The client required a Customer & Marketing Analytics Solution that required growth in
its customer base. They were looking for a Customer and Marketing Analytics solution
that enable the client to implement various customer strategies up-sell, cross-sell,
customer total value, next best product, etc. The solution integrated click- stream data,
customer account data, social media data and channel data to enable comprehensive
strategies.
Manufacturing & Driving Efficiency in Production Process

Big Data is allowing manufacturers to use real-time data from sensors to improve
efficiency of the manufacturing production process (reducing waste and maximizing
output)

15
Case Studies 2:
Public Sector
Fraud Detection Tax Payers, Unemployment Insurance, and Benefits
Manage Security Threats
Risk
Mitigation
Healthcare
Detect Fraud and misuse of healthcare benefits
Reduction in performance inefficiencies and medical errors
Financial Services
Risk and Fraud Management Reductions in fraudulent transactions

16
Who can benefit from Big Data analytics?

1.
CEO / CMO We are using Big Data Analytics to help our clients to truly understand their customer what they
think about your products and services, how to increase your wallet share with them, how to retain them. We can
help you in defining how Big Data can improve your business model or add new business opportunities
2.
CMO We are using analytic to look at the effectiveness of marketing campaigns and matching that to
customer profiles to reduce cost (more targeted) and increase conversion rates. Big Data is also the way to give
you access to your customers through social network (trends, influences, ...)
3.
COO We are helping client to improve reliability and availability of plant and equipment whilst reduce
operational cost by using predictive asset maintenance
COO - We are using detailed analysis of activities locations and schedules to optimise workforce, supply
chains and logistics achieving substantial performance improvements
4.
CFO Understanding the value drivers, real profitability through enterprise performance analytics is changing
business strategies
CFO - We are helping client to optimise back-off through revenue leakage management, working capital,
expenses and controlling analysis and optimisation
5.
Risk Manager Risk is a complex area, analytics (and increasing the use of big data) is helping our client to
quantify and manage those risks
17
Why Capgemini?

18
Capgeminis Consultancy Services

Capgemini has a global practice network for Business Analytics
and Big Data linking business consulting, industry & technology
experts along with business process outsourcing teams.
We provide a range of service for our clients:
Big Data & Analytics strategy
Big Data technology advice
Proof-of-Value (prototyping of big data & analytical models)
Analytics-as-a-Service
Analytical Model build and deployment
Big Data & Analytics Process Outsourcing
Operational Support of Big Data Analytics
Capgemini can help you determine the right Big Data

Analytics Strategy and Technology solutions
19
Big Data Methodology

We have developed a Big Data strategy, methodology and delivery
capability to help clients take advantage of big data:
Big Data Process Model
New Business Model or Business Model Improvement
Acquisition
Marshalling
Collection of data
Organization and
storing of data
Analysis
Action
Finding insights
Predictive modelling
Changing business
outcomes
Big Data PoV
Data Governance
Development and Implementation Considerations

Managing
Data
Integration integration of
Data
Integrity
Master data,
governance &
data quality &
filters
Privacy &
Security
Dealing with
new customer
data sources
Architecture Tools choice
Data
Storing
Structured, non
structured
modelling, ...
Action
M2M, ERP
injection, dialog
with suppliers...
data sources
Analytics
Value
Models that
deliver
business value
First use
Be sure the
first project
step will be a
success !
20
Capgemini Big Data Process Model

Acquisition
Marshaling
Analysis
Action
Collection of data from

sources
Organization (and
storing) of data
Finding Insight /
predictive modelling
Using Insights to change

business outcomes
Traditional ETL but often

real-time constant
acquisition due to volume &
velocity
As data is often external
there are issues of security
and trust
Licence for data, / privacy
issues for external data
Open Data (publicly
available sources like
http://data.gov.uk/)
Large volumes / constant

feed
Need to consider how it will
be consumed (real-time,
ASAP, history) and filtered
appropriately
Format structured, semistructured on unstructured
Modelling from raw form to
highly structured depending
on source and use
Data lifecycle: transient vs.
long term storage / archival
Forward (prediction) rather

than historic
Modelling behaviour how
will customers react? When
is the optimum time to
replace parts.
Probabilistic rather than
definitive
Text, voice and video
analysis
Outputs are:
Human (e.g. reports and
analysis that people then act
on)
Machine (more common
with big data) e.g.
automatic assessment of
customer to adjust offer (e.g.
Amazon proposed products
based on customer profile)
BPM technology / Real-time
decisioning
Partners Information System
Master Data Management & Data Governance

21
9 Big Data Analytics Solutions

As new data sources
come online they

Marketing
Analytics
allow us to expand
Risk
Analysis
the analytical models

to enrich the content
and provide a new
Customer
Analytics
Social Media
Analytics
Social Media data

Machine sensor data
Voice data from call centres
Web transaction data
Telco network data
Smart meter data
holistic view of
customers, products,
markets and
business operations.
Fraud
Management
Business
Analytics for
Telco
Smart
Analytics
for Utilities
Enterprise
Performance
Advanced
Planning &
Scheduling
Predictive
Asset
maintenance

22
Capgemini Business Analytics & Big Data

BUSINESS
VALUE DRIVEN
END-TO-END
SOLUTIONS
Our prime focus for big data analytics is to deliver business value through
enhancing business processes and operations
We bring together business and industry consulting skills with deep technical
capability and BPO services to provide end-to-end solutioning
INDEPENDENCE We work with all the major Information management and big data
technologies and can provide informed independent guidance
& BREADTH
ANALYTICAL
SKILLS
We have delivered over 200 high-end analytical solutions to clients. We know

how to use analytics effectively
INFORMATION
MANAGEMNT
We are leaders in Business Information Management having delivered some

of the largest BIM solutions globally
ANALYTICS
SOLUTIONS
We have a portfolio of Business Analytical solutions, accelerators and tools

that will speed time to value
Making Business Analytics & Big Data deliver on the promise

23
Capgemini Proven Track Record
Many vendors of predictive analytics aspire to provide business solutions though not all have
Capgemini's history of consulting-led predictive analytic projects.
Many of Capgemini's competitors - particularly other IT services vendors - claim to offer end-toend capabilities in their predictive analytics services/business solutions. Capgemini really does,
from both an IT and business perspective.
Ovum Predictive Analytics Service Audit
We helped a global medical equipment company achieve 10x improvement in customer

response times from their mobile workforce - (Advance Planning & Scheduling)
For a telco provider we achieved
200% improvement in marketing
effectiveness
We achieved a 16m annual saving for a Utility

company through Enterprise Performance Analytics
We achieved an $88m revenue uplift from multi-channel customer

analytics social media, mobile, web & traditional sales channels
Respondents in the Capgemini / Economist Intelligence Unit survey estimated they had achieved a
26% improvement in performance from the application of big data analytics
24
Why Oracle?

25
Oracle Big Data Architecture: Example 1

26

27

28
For more information:

Amy Mayer
amy.mayer@capgemini.com
651-403-6521
About Capgemini
With around 120,000 people in 40 countries, Capgemini is one of
the world's foremost providers of consulting, technology and
outsourcing services. The Group reported 2011 global revenues
of EUR 9.7 billion.
Together with its clients, Capgemini creates and delivers
business and technology solutions that fit their needs and drive
the results they want. A deeply multicultural organization,
Capgemini has developed its own way of working, the
Collaborative Business Experience, and draws on Rightshore,
its worldwide delivery model.
www.capgemini.com
The information contained in this presentation is proprietary.
2012 Capgemini. All rights reserved.
Rightshore is a trademark belonging to Capgemini.

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Understanding Big Data:

Market View (The Economist Intelligence Unit Survey Results)

Presentation Title | Date

Learn how to optimize Big Data strategy to obtain

Presentation Title | Date

Capgemini Business Analytics, Big Data &

A uniquely integrated approach to Information

Partner of the Year

A global business analytics practice network

What is Big Data and

Presentation Title | Date

Big Data What is all the fuss about?

We estimate that a retailer embracing big data

$250m the potential saving in European Public Sector

What is Big Data?

Presentation Title | Date

What is Business Analytics?

Analytics it makes extensive use

The Market View

Presentation Title | Date

The Market View

of participants are C-level and

The Economist Intelligence Unit Survey:

The Deciding Factor: Big Data and Decision Making

Believe their organizations

say the decisions theyve made in the past 3 years would

Say the issue is not about volume but the ability

The Economist Intelligence Unit Survey:

The Deciding Factor: Big Data and Decision Making

is the level of performance improvement already

cited organization silos in the top three

Dispute the proposition that most operational / tactical

Presentation Title | Date

The Business Opportunity

Presentation Title | Date

Presentation Title | Date

Business Opportunity Examples

Customer & Marketing Analytics

Manufacturing & Driving Efficiency in Production Process

Presentation Title | Date

Presentation Title | Date

Who can benefit from Big Data analytics?

Presentation Title | Date

Capgeminis Consultancy Services

We provide a range of service for our clients:

Big Data & Analytics strategy

Big Data technology advice

Proof-of-Value (prototyping of big data & analytical models)

Analytical Model build and deployment

Big Data & Analytics Process Outsourcing

Operational Support of Big Data Analytics

Capgemini can help you determine the right Big Data

Big Data Methodology

Big Data PoV

Development and Implementation Considerations

Architecture Tools choice

Capgemini Big Data Process Model

Collection of data from

Using Insights to change

Traditional ETL but often

Large volumes / constant

Forward (prediction) rather

Master Data Management & Data Governance