The Unsung Hero of Big Data: Unstructured Content

Sameer Nori, Sr Product Marketing Mgr Twitter: @sameernori

Julio Gomez, GM Financial Services Twitter: @juliogomez

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Big Data

Big Data encompasses getting insight and making smarter decisions from any information that is not easily tapped using

traditional BI and Analytics technology stacks.

Source: 'Big Data' Is Only the Beginning of Extreme Information Management, April 7, 2011, Gartner Group

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Big Data

Structured Data

Unstructured Data

Unstructured Data

Unstructured Content

Beyond Structured vs Unstructured

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1-2-2013 abc/bed/fnd 87 998 1-2-2013 abc/bed/fnd 87 998 1-2-2013 abc/bed/fnd 87 998 1-2-2013 abc/bed/fnd 87 998

57° 64° 71° 120°

Understanding the nature of data and how to get insight from it is fundamental to understand and succeeding with Big Data

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Big Data Maturity Model

Level 0: Current State

Level 1: Single source of Big Data Analyzed

Level 2: Multiple types of Big Data sources Analyzed

Level 3: Unified Big Data Architecture

Looking at a single source of Big Data: unstructured data or unstructured content

Looking at multiple sources of Big Data: unstructured data and unstructured content

Single point of access for all Big Data access and analysis with variety of access modes to support variety of business cases

Structured data analysis: EDW + BI

5

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Unstructured Data

• Brings the promise of inferring customer intent, identifying patterns of behavior and predicting future actions

• But gaining this insight requires large amounts of raw data, much of which is noise, to get what amounts to indirect insight

1000 rows of impression logs to get 1 click-thru; 6 months of click data to

be able to develop statistically meaningful user segments

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Unstructured Content

• Consider this single email:

To: Kristen Connors <kristnen.connors@banknorth.com> From: Mike Davis mike.davis@gmail.com Subject: SharpShare Date: 3-22-2013 01:35:00 Hi Kristen – A friend of mine recommended SharpShare as a great technology investment. The ticker is SS. Its fundamentals look really strong and the performance has been terrific over the last two years. I also like the fact that it’s an emerging market stock, because my corporate debt investments have been terrible this year. Should we add it to my portfolio? Possibly in my brokerage account?

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What does this single email tell us

• Consider this single email:

To: Kristen Connors <kristnen.connors@banknorth.com> From: Mike Davis mike.davis@gmail.com Subject: SharpShare Date: 3-22-2013 01:35:00 Hi Kristen – A friend of mine recommended SharpShare as a great technology investment. The ticker is SS. Its fundamentals look really strong and the performance has been terrific over the last two years. I also like the fact that it’s an emerging market stock, because my corporate debt investments have been terrible this year. Should we add it to my portfolio? Possibly in my brokerage account?

Positive sentiment

Customer name

Key terms for my industry

Customer email

Relevant account

Negative sentiment

Financial Services Solutions

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Unstructured Content in Customer Interactions

Every item from every one of these channels is your customer telling you directly what they like, what they don’t like, where they would like to see you take your products, etc…

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Attivio + Spotfire: Breaking Down the Silos

Communication

Client Understanding

Revenue Generation

Client Satisfaction

Market & Portfolio Insight

Personalized Service Active Intelligence Engine®

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Sales Enablement

Next Generation Agent Desktop

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Attivio Solutions – Financial Services

Customer Experience Management

Sales Enablement

Service Knowledge Expert

Regulatory & Risk Optimization

Unified Search & Discovery

How it works

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Spotfire and Attivio’s Unified View of Big Data

Leverage untapped data sources:

• Email, documents, contracts

• Social Media

• CMS & SharePoint content

Advanced text analytics:

• Keyphrase extraction

• Entity extraction

• Sentiment analysis

• Document classification

Empowers end-users with Google-like search within Spotfire

• User enters query in search box

• Data & content results are intuitively displayed

• User interacts with results as needed

Actionable Insights

from combining

Structured Data &

Unstructured Content

New Dimensions/New Insights

Key Concept Analysis

Entity Extraction

Sentiment Analysis

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AIE and Spotfire Integration

WEB SERVER

FILE SERVER EMAIL HADOOP CMS, CRM, ERP

Extracted or On-demand via JDBC

Spotfire Professional

Spotfire Web Player

RDBMS/EDW

Spotfire Server

Direct via ODBC

ACTIVE INTELLIGENCE ENGINE (AIE)

Spotfire can use AIE’s AI-SQL Extensions for Google-like search

within Spotfire dashboards

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Learn more

Attivio Big Data Resources

http://www.attivio.com/solutions/by-business-need/aie-for-big-data.html

Attivio and TIBCO Spotfire

http://www.attivio.com/partners/partner-showcase/technology-alliances/1110-tibco-

software.html

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Thank you!