The Big Trends in Big Data Timo Elliott

The Big Trends in Big Data
Timo Elliott, Global Innovation Evangelist, SAP @timoelliott

Agenda
Big Data Directions
Using Big Data to Improve The Customer Experience
Using Big Data to Empower Employees
Using g Big Data to Optimize Resource Use
Using Big Data for Business Networks
Wrap-up
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 1

Big Data Directions

Information Becomes a Profit Center
Product  Customer Experience
Iterative, Real-time,
ever-changing highly
personalized
Business Ownership

Analytics Moves to the Core

Big Data Adds New Data Opportunities
Process data
Human data
Machine data

Predictive Reaches Maturity
Prescriptive:
How can we
make it happen?
Predictive:
What will happen?
Diagnostic:
Why did it happen?
Descriptive:
What happened?
Hindsight Insight Foresight

Companies Don’t Use Most of Their Data Today
SMBs: LEs:
Unstructured
9 TB 50TB 75 TB
Only
0.6 TB
Semi-
structured
2 TB
5 TB
12%
used today
Structured
4 TB 12 TB
50 TB
Average data volume

per company
Source: Forrsights Strategy Spotlight: Business Intelligence And Big Data, Q4 2012. Base: 634 business intelligence users and planners

Big Data Is Not Only About “Big” Data
“My analytics are becoming more difficult because of the variety and types of
data sources (not just the volume)”
Source: Paradigm4 data scientist survey 2014

www.paradigm4.com/wp-content/uploads/2014/06/P4-data-scientist-survey-FINAL.pdf
Transactions Are Still a Big Part of Big Data
“Which types of data do you anticipate using in the next year?”
Source: Paradigm4 data scientist survey 2014

www.paradigm4.com/wp-content/uploads/2014/06/P4-data-scientist-survey-FINAL.pdf
What Is Big Data? The Google Summary …
nonsense

Big Data Is Heading for the “Trough of Disillusionment”
Source: Gartner, August 2014, www.gartner.com/newsroom/id/2819918

Benefits from Big Data Initiatives
# 5 Identified new product opportunities (6%)
#4 More reliable decision making (9%)
#3 Improved operational efficiency (11%)
#2 Identified new business opportunities (31%)
#1 “DON’T KNOW” (51%)
Source: Information Difference Research Study Dec 2013: “Big Data Revealed” http://helpit.com/us/industry_articles/big_data_revealed.pdf

Hadoop and Other “NoSQL” Technology
Enterprise “Data Lakes” and “Data Hubs”

A Typical Example of DW and Hadoop Integration

OLTP + OLAP = HTAP
HTAP = Hybrid transaction/analytical processing

A single system for both OLTP (operational) and
OLAP (analytical) processing. Data is stored once, in-
memory, and so instantly available for analytics.
“Hybrid transaction/analytical processing will

empower application leaders to innovate via greater
situation awareness and improved business agility.
This will entail an upheaval in the established
architectures, technologies and skills driven by use
of in-memory computing technologies as enablers.”
Gartner, 2014
Source: Gartner 2014, “Hybrid Transaction/Analytical Processing Will Foster Opportunities for Dramatic
Business Innovation” www.gartner.com/doc/2657815/hybrid-transactionanalytical-processing-foster-opportunities

With HTAP, the Operational Schema Looks Like a DW
Customer Risk Management Finance and Account Executive

Service Team Operations Administration Management
SAP HANA
SAP HANA
Live
(Virtual
Data Model)
Customers Inventory Channel Products Suppliers Pricing Accounting Planning Forecasting

Big Data Architecture Directions: Short Term
Where does data arrive?

When does it need to move? BI
Tools
Where does modeling happen?
What can users do themselves? Data
Warehouse
What governance is required?
Hadoop HTAP

Big Data Architecture Directions: Long Term
Where
Where does
does data
data arrive?
arrive?
Metadata
Metadata abstraction
abstraction
When
When does
does itit need
need to
to move?
move? BI
Increasingly
Increasingly automated
automated Tools
Where
Where does
does modeling
modeling happen?
happen? Learning
Learning algorithms
algorithms
Content
Content & Process
and Process
Data Included
Included
What
What can
can users
users do
do themselves?
themselves?
Warehouse
What
What governance
governance is
is required?
required?
Integrated
IntegratedData
Data“System”
“System”(cloud
(cloudand
Hadoop on-premise)
& on-premise) HTAP
BI
Tools

Opportunity Areas for Innovation
Big Data initiatives are typically in one of the following areas:
Engage & empower Plan & optimize

Hyper-personalize
Workforce of the Resources in
Customer Experience
Future Real Time
Harness the intelligence of

Networked Economy

Using Big Data to Improve the Customer Experience

80% of CEOs think they deliver a superior customer
experience – but only 8% of customers agree.
Source: The New Yorker

Real-Time Retail Insights

Social Data

Unstructured Data
1 patient every 4s = 7M/year

Combine structured and unstructured data
for complaint handling and patient
experience reporting
OmniChannel

Sharing Data with Customers

© 2014 SAP AG. All rights reserved. 27
Optimizing the Customer Experience
Experience Intelligence
Center
Event Interception Business Transformation

Optimizing the Customer Experience (cont.)

New Products and Services

Network Analysis
Churn model accuracy

improved by 47% with
social

Using Big Data to Empower Employees

Worldwide, Only 13% of Employees Are Engaged at Work
100%
75%
Actively Disengaged
50%
Not Engaged
Engaged
25%
30%
Source:
17% 16% Gallup State of the Global
9% Workplace Report 2013
0%
USA UK Canada France
Getting Data into the Hands of Employees
Adapting to the analytics

needs of your employees

“Self-Service” Analytics

Analytics Collaboration

Collaborative Analytics

Using Big Data to Optimize Resource Use
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1010010101001111010
1010100101110101010
1010101001001010010
0100101110110101010

Unilever
“if we knew then what we know now, we would have started deploying
SAP HANA much earlier, because it’s so important for business... We
think it’s even more disruptive than we initially thought — we’ve only
just started”
Marc Béchet, VP Global IT ERP, Unilever

Textile Rubber & Chemical Company
500 Employees, 4 internal IT staff

Business Suite on HANA
“ Why in-memory?
Because it
simplified our IT
Landscape
In 5 minutes we
could see more
information than
we could in the
last 7 months
© 2014 SAP SE or an SAP affiliate company. All rights reserved.

” 40
Wearable devices have grown by 2x month over month
since October 2012.
Source: Mary Meeker’s Internet Trends, 2013
Photo: Intel Free Press

The “Datafication” of Daily Life

Unexpected Uses of Existing Data
Source: https://jawbone.com/blog/napa-earthquake-effect-on-sleep/

The Datafication of Reading

Sensors Allow Tracking of the Previously Untrackable

Sensors + Cloud + Mobile + Analytics
1. Install flow sensors on your beer lines
3. Data sent to HANA in 4. Mobile interfaces to

the cloud analyze consumption
2. The sensors beam data to box

plugged into the internet
http://weissbeerger.com/
Sensors + Cloud + Mobile + Analytics (cont.)

Networked Crane Safety

Crane Safety

Sensors + Analytics + Predictive Maintenance

Making It Easier to Add Sensors

Using Big Data for Business Networks

Networked economy: the next economic revolution
$90.0T
Gross
world
product
$27.50T
$12.10T
$0.36T
1850 1970 1990 2020
Industrial IT Internet Networked

economy economy economy economy
All figures are in Trillions; 1990 international dollars; Source: Department of Economics, UC Berkeley, BAIN 8 MacroTrends Brief.

Information Ecosystems
54
Business Networks Are Becoming Information Networks
Ariba Network
More than 1M suppliers in

more than 190 countries Procurement
around the world Sales
Finance
Logistics
Transact with suppliers – The Supply Chain
Network handles over $460 Sustainability
Compliance
billion per year in commerce
Reduce supply costs – Suppliers

Buyers
Customers save a combined
total of $82M daily Partners

The SAP Big Data Strategy

SAP Big Data Architecture
Big Data
BI &
Development
Reporting
Tools
Visualization Industry
& Exploration Apps
In-memory &
petabyte-scale Line of
Advanced
Business
Analytics
Apps
Streaming Data
Analytics Connectors
ETL

Three Core Areas of Big Data Strategy
Big Data
Data Science
Analytics & Apps
Apply Achieve
Big Data Platform
Accelerate

The SAP HANA Platform and Hadoop
Custom Apps Mobile Apps Big Data ERP Apps SAP Analytics
Apps
SAP HANA PLATFORM

SAP ERP In-memory processing platform for real-time transactions + end-to-end
BW SAP SLT / analytics that offers massive simplification.
Data Ingestion\ Acquisition
Rep Server
Extended Application Services
Application Unified
Development Administration
SAP IQ
SAP SQL
Anywhere Processing Engine
Web / Database Services Hadoop

Sensor SAP ESP Hive
(OLTP + OLAP)
Call Application Function Libraries & Data Models

Center
SAP Data
Services Integration Services
Other
Hadoop Smart Data Transfer
Data Sources Adapter Access Datasets
Hortonworks Data Partner Hadoop Intel Distribution

Platform Distributions for Hadoop

Front-End Tools Adapted to Different Needs
DECISION
MAKER
DESIGNER
ENGAGE
Enterprise BI
Explore Monitor
VISUALIZE
Agile Visualizations
Design Plan People
PREDICT
Advanced Analytics
Govern DATA Enrich Explain
DATA
ANALYST/SCI
ENTIST

Big Data Applications — E.g., Risk, Sensing, …

Design Thinking

Wrap-Up

7 Key Points to Take Home
1. Big Data is a huge opportunity
2. Get closer to your customers through better insight and hyper-

personalization
3. Use “datafication” to make better use of resources
4. Empower your employees to make better decisions
5. Leverage your business networks
6. Big data is the heart of your next IT platform — simplicity and flexibility
are essential
7. The biggest barriers are ideas and culture — use design thinking to help

Thank you
Timo Elliott, SAP
timo.elliott@sap.com
Twitter: @timoelliott
Blog: timoelliott.com
© 2014 SAP SE or an SAP affiliate company. All rights reserved.

© 2014 SAP SE or an SAP affiliate company.
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(or an SAP affiliate company) in Germany and other countries. Please see http://global12.sap.com/corporate-en/legal/copyright/index.epx for additional
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These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind,
and SAP SE or its affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP SE or
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The Big Trends in Big Data

Timo Elliott, Global Innovation Evangelist, SAP @timoelliott

Big Data Directions

Using Big Data to Improve The Customer Experience

Using Big Data to Empower Employees

Using g Big Data to Optimize Resource Use

Using Big Data for Business Networks

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 1

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 2

Product  Customer Experience

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 3

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 4

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 5

Hindsight Insight Foresight

Average data volume

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 7

Source: Paradigm4 data scientist survey 2014

“Which types of data do you anticipate using in the next year?”

Source: Paradigm4 data scientist survey 2014

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 10

Source: Gartner, August 2014, www.gartner.com/newsroom/id/2819918

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 11

# 5 Identified new product opportunities (6%)

#4 More reliable decision making (9%)

#3 Improved operational efficiency (11%)

#2 Identified new business opportunities (31%)

#1 “DON’T KNOW” (51%)

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 12

Enterprise “Data Lakes” and “Data Hubs”

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 13

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 14

HTAP = Hybrid transaction/analytical processing

“Hybrid transaction/analytical processing will

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 15

Customer Risk Management Finance and Account Executive

Customers Inventory Channel Products Suppliers Pricing Accounting Planning Forecasting

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 16

Where does data arrive?

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 17

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 18

Big Data initiatives are typically in one of the following areas:

Engage & empower Plan & optimize

Harness the intelligence of

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 19

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 20

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 21

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 22

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 23

1 patient every 4s = 7M/year

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 25

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 26

Event Interception Business Transformation

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 29

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 30

Churn model accuracy

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 31

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 32

Adapting to the analytics

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 34

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 35

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 36

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 37

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 38