Drive Innovation From Big Data

George Lumpkin Vice President, Product Management

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Agenda
Architecting Big Data Building Big Data Solutions

Oracle Big Data Appliance

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

Architecting Big Data

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

What Does a Big Data World Look Like?

Truck / Motor Manufacturer
What they collect
Monitors the complete car Miles Per Gallon, Driving techniques Location information

How they use it

Better tailored servicing plans Better targeted marketing Offer better finance deals or related options More data for R&D Sell on to partners

Big Data means

The ability to predict when components might fail Create better service plans based on actual usage Drivers can post their data to manufacturers website Black box data can help with accidents

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

What Does a Big Data World Look Like?

Retailer / White Goods
What they collect
Food monitoring by RFID tags Fridge monitors food usage and sellby dates

How they use it

Automated food ordering Better targeted marketing due to better data about how and when customer uses products

Big Data means

More detailed information about customers Better store based demand planning

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Sample of Big Data Use Cases Today

AUTOMOTIVE Auto sensors reporting location, problems FINANCIAL Retail / CPG COMMUNICATIONS What is the main difference in this data? SERVICES Sentiment analysis Location-based advertising Hot products Optimized Marketing Risk & portfolio analysis New products EDUCATION & RESEARCH Experiment sensor analysis

HIGH TECHNOLOGY / INDUSTRIAL MFG. Mfg quality Warranty analysis

Volume, Velocity, Variety

LIFE SCIENCES Clinical trials Genomics MEDIA/ ENTERTAINMENT Viewers / advertising effectiveness Cross Sell TRAVEL & Games These Characteristics Challenge your UTILITIES TRANSPORTATION Adjust to Smart Meter SensorArchitecture analysis for player Existing analysis for optimal traffic flows behavior In-Game Ads Customer sentiment network capacity, ON-LINE SERVICES / SOCIAL MEDIA People & career matching Web-site optimization HEALTH CARE Patient sensors, monitoring, EHRs Quality of care LAW ENFORCEMENT & DEFENSE Threat analysis social media monitoring, photo analysis

OIL & GAS Drilling exploration sensor analysis

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Building your big data architecture

Gradually Extending your Existing Architecture for Big Data: Step 1: Further Analyze Current Data Step 2: Architect for Data Variety and Volume Step 3: Architect for Data Velocity Step 4: Discover New Patterns

Increase

Business Value

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Step 0: Data Warehouse Foundation

High Density Data Oracle Database
Oracle BI Enterprise Edition

Dashboard Ad-Hoc Query

Acquire
8

Organize

Analyze

Decide

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Step 1: Deep Analysis of Current Data

High Density Data Oracle Database
Oracle BI Enterprise Edition

Dashboard Ad-Hoc Query Churn Locality

Spatial and Graph Advanced Analytics

Acquire
9

Organize

Analyze

Decide

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Step 2: Architect for Volume and Variety

High Density Data
Low Density variable Data

Oracle Database
Oracle BI Enterprise Edition

Dashboard Ad-Hoc Query Churn Locality Relationship Comments

Spatial and Graph Hadoop

Aggregate Pre-Analyze

Advanced Analytics

Acquire
10

Organize

Analyze

Decide

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

Step 3: Architect for Velocity

High Density Data
Low Density Batch Data Hadoop
Spatial and Graph Aggregate Pre-Analyze Advanced Analytics

Oracle Database Oracle BI Enterprise Edition

Dashboard Ad-Hoc Query Churn Locality Relationship Comments

Model Real Time Decisions

Streaming Data

Event Processing Act

Recommend Act

Acquire
11

Organize

Analyze

Decide

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Step 4: Discover New Information

Endeca Information Discovery

High Density Data

Low Density Batch Data Hadoop

Oracle Database Oracle BI Enterprise Edition

Spatial and Graph Aggregate Pre-Analyze Advanced Analytics

Dashboard Ad-Hoc Query Churn Locality Relationship Comments

Model Real Time Decisions

Streaming Data

Event Processing Act

Recommend Act
Discover

Acquire
12

Organize

Analyze

Decide

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Oracle Engineered Systems Simplify Big Data

Oracle Big Data Appliance

Oracle Exadata

Oracle Exalytics

Dashboard Ad-Hoc Query Churn Locality

InfiniBand

InfiniBand

Relationship Comments

Recommend Act
Acquire
13

Organize

Analyze

Decide

Discover

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Building Big Data Solutions

14

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Building a Big Data Solution

Customer Retention and Social Media
Apply classic churn models to the Data Warehouse data Add Social Data (Twitter) and Relationships (Facebook)

Analyze Social Data and Relationships

Deploy New Retention Policy into the Data Stream

Increase

Business Value

15

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Predict Customer Churn

Churn
Find at-risk customers
Predictive models

Widely used

16

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Oracle Advanced Analytics

Oracle Data Mining

12 Algorithms Extreme performance

Usage Data

Build Deploy Score Customer A: 0.49 Customer B: 0.25

GUI for Data Scientists

Acquire

Organize

Analyze

Decide

17

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Understand Your Customers

Churn
Find interesting data sets Process the data

Social Data

Uncover new relationships

New Facts

18

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Oracle Big Data Appliance

Big Data Acquisition and Organization
Twitter Data

Pre-integrated cluster
Sun Oracle hardware Cloudera CDH Massive scale
Internal Log Data
Acquire

Collect

Facebook Data

Sessionize Aggregate

Customer A: Customer B:

Organize

19

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Oracle Big Data Connectors

High performance Secure

Customer A: Customer B:

Customer A: Customer B:

Efficient

Cust A: 0.49 Cust B: 0.25

Acquire

Organize

20

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Oracle Advanced Analytics

Oracle R Enterprise

Open source compatible

Scales to huge data sets Extreme performance Widely used

Customer A: Customer B:

Model
0.25

D B

0.10

R
Cust A: 0.49 Cust B: 0.25
0.49

0.79

Organize

Analyze

Decide

21

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Real-Time Retention Decisions

Churn
React to real-time events Influence key customers

Social Data

Adjust in real-time

New Policy

New Facts

22

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Oracle RTD and Oracle NoSQL Database

Enrich

Decisions Model

Self learning Fast profile lookups

Tweet

Events

D B C

Integrated
Tweet

Instant Communication
Offer Ideas

Analyze

Decide

23

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Oracle Big Data Appliance

24

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Oracle Big Data Appliance

Get up and Running Quickly Improve Performance of Hadoop

Integrated with Exadata

Lower TCO for Big Data

25

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Price comparison
Oracle Big Data Appliance
Year 1 Year 2 Year 3 Total Servers and switches

Build-Your-Own HP hardware and Cloudera

Year 1 Year 2 Year 3 Total

BDA Cost

$450,000

$428,220

Support Cost On-site Installation

$54,000

$54,000

$54,000

Support Cost Installation & configuration not included

$136,233

$72,000

$72,000

$14,150

Total

$518,150

$54,000

$54,000

$626,150

Total

$564,453

$72,000

$72,000

$708,453

Full details at https://blogs.oracle.com/datawarehousing/entry/price_comparison_for_big_data

Big Data Appliance performance comparisons

6x faster than custom 20-node Hadoop cluster for large batch transformation jobs 2.5x faster than 30-node Hadoop cluster for tagging and parsing text documents

10 Time (hours) Time (hours)

10

0 Big Data Appliance DIY Hadoop Cluster

0 Big Data Appliance Cloud-based Hadoop

27

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