Imagination at work

BDPA Speaker SeriesData, Friend or Foe?

November 18, 2015

Barb Kruetzkamp IT Digital Master Data Leader

Providing our aviation customers with the most technologically advanced & productive engines, systems & services for their success

Leading globally in power generation & water technologies

GE Business Portfolio

Revenue: $27.6B Profit: $5.4B

Pushing the boundaries of technology in oil & gas to bring energy to the world

Enabling utilities and industry to efficiently manage electricity from the point of generation to the point of consumption

Revenue: $18.7B Profit: $2.6B

Revenue: $7.3B Profit: $0.2B

Revenue: $24.0B Profit: $5.0B

Developing transformational medical technologies & services that are shaping a new age of patient care

Being a global technology leader & supplier to the railroad, mining, marine, stationary power & drilling industries

Answering real-life needs, defining trends & simplifying routines. Leading a global lighting revolution to deliver innovative solutions

Investing financial, human & intellectual capital to help our customers build their businesses

Revenue: $18.3B Profit: $3.0B

Revenue: $5.7B Profit: $1.1B

Revenue: $8.4B Profit: $0.4B

Source: 2014 GE Annual Report

Powering the world’s airline fleets

Every 2 SECONDS, an aircraft with GE engine technology is taking off somewhere in the world

At any given moment, MORE THAN 2,200 of these aircraft are in-flight, carrying between 50 and 500 passengers

That's MORE THAN 300,000people... right now... who are depending on our engines

*CFM International is a 50/50 JV between GE and SafranEA is a 50/50 JV between GE and PW

This is GE Aviation 3

Engine fleet: 41,000

GE Business Expansion

In Flight:Snapshot

On Ground: Flight Recorder

Environmental& Shop Data

Rapid Data Forensics

MyGEAviation

External

Internal

Data Lake

Products Services

Sept ‘15 creation of GE Digital

Digital

+ +

GE Digital

5 /GE /

December 3, 2015

�Determine altitude & cruising speed for optimal fuel burn

�Proactively order parts & stock parts for shop maintenance

�Obtain statistics on engine performance to predict & plan shop visits

Industrial Internet for Aviation

Asset Aircraft Airline Network

$32BEstimated Impact ofDelays and Cancellations

Turning data into solutions

through integration of

technologies and operations.

Using big data analytics and

expertise to improve the business

of flight by reducing operating

costs.

Predict + Prevent + Recover = Profit

AssetManagement + Analytics +

Experience

Value for GE and our customers

GE advantage…decades of machine analytics experience

Predictive

Analytics

Fleet EventsService

BulletinsTech Pubs

R&D Sales Manufacturing Support Service

DesignConfiguration

Perf Specs

ConfigurationTest Results

Contract Terms

WarranteesGuarantees

Shop VisitsRepairsService

Contracts

Enterprise Data

Machine Data

Master Data MgmtOwner Operator Contract

Engine Serial #

Tail

Position

Linking Industrial & Enterprise Data

�MDM links machine (engine) and enterprise data

� Engine performance data is tracked by aircraft tail number and engine position

�MDM ties the position to the Engine Serial Number, engine history, owner and operator

Landscape Storage

We capture 1TB of data per flight hour

• 6,921 network circuits

We move the equivalent of the

U.S. Library of Congress… every day!

Network

We have several identifiers for the same

data

IT Landscape

� Engine fleet expansion….50K engines operating by 2020

� Application portfolio reducing…100 pillar apps by 2020

� Storage costs per GB reducing (i.e. Hadoop)`

• 22,865 servers• 17 Petabytes of storage

across GE

1 Million stacks of paper as high as the

Eifel Tower

Opportunities

Data KeysApplications

We have 800 applications across

GE Aviation

All created in “silos”, with thousands of

integrations

DUNS #

Siebel URI

ICAO

OAR Code

IATA

Each application was built with Unique data that doesn’t match others

• Significant manual data aggregation to match data

99

Time for breakthrough approaches…

Architecture & Data Strategy

10

� Pillar Apps

� BI Tools

� Machine Data

� Industry (External) Data

� Master Data

Data Lake Data Alignment

Copy everything to one place & reap benefits

Cleanse & link the data across the enterprise

11

GE90 GE90 GE90

-100 -100B1-100B

-110B1L-115BL

1| Understand Data Definitions

Myth: Single version of Truth

Reality: Variations of truth, all correct

Engine Family

Engine Model

FleetSupport

Pre-NPI

Engine Sales

Post Production

Customer Designation

Post Production

FAA Engine Certification

Example: Engine Hierarchy

External

12GE Aviation

12/3/2015

Standardize CustomerCustomerCustomerCustomer

CCPortal

Single Single Single Single

point of point of point of point of

entryentryentryentry

FlowdownFlowdownFlowdownFlowdown

Rationalize AssetsAssetsAssetsAssets

IFSMultiple Multiple Multiple Multiple

points of points of points of points of

entryentryentryentry

One Version One Version One Version One Version

of Truthof Truthof Truthof Truth

Diagn.

Ascend

FlightAware

Centralize ContractContractContractContract

KYC

Validated

Customers

Sales

Commercial

Shops

Receivables

Analytics;

Customer

360

MDM

SFDC

IFS

DO

• Establish source(s) of

contract data

• Contract to Asset

Relationships

• Contract Terms

• New Business Opportunity

• Find “Double Dip” Discounts

• Customer Account Management

based on contract terms

ESN

Tail

Operator

Monitor

Owner

3rd Party

Aggregation

Rules

OAR

ERPs

Work Work Work Work

Backwards. Backwards. Backwards. Backwards.

Data Load Data Load Data Load Data Load

before before before before

AutomationAutomationAutomationAutomation

One Version of Customer flows to all Aviation Apps

Track Most Current Asset Relationship

Consolidate Data to Find Sources & Owners

2| Design an Entity Strategy

1313

Usage Based Data Governance

Get the data “right enough” for its use

Subject Usage Data Cleanliness

Engine Configuration / BOM Predictive Analytics to prevent in flight shutdown

Flawless

Asset-> Customer

relationship

Customer sees their engines in GE Portal

Close to perfect – lose credibility

Centralized Contract Header Find opportunity for new business

Directionally correct with gaps

Be realistic

� Legacy apps won’t change primary keys…..use cross-references

� Masking bad data doesn’t fix it….bring it in “dirty” and focus on fixing sources

1414

3| Align Legacy Data

Chromalloy

ChromalloyChromalloy

Thailand

1720 NATIONAL BLVD MIDWEST CITY, OK US

Bra

nch

/ P

hy

sica

l D

UN

S

Chromalloy Holland BV

ChromalloyIsreal LTD

ChromalloyComponent Services

ChromalloyGas Turbine LLC

ChromalloyMat’l Solutions LLC

ChromalloySan Diego

30 DART ROADNENAN, GA US

Le

ga

l D

UN

S

Av

iati

on

Ap

pli

cati

on

s G

lob

al

Ult

ima

te

ACSC AMPS ATI CaledonCorpMDM

CM DM FDW GEAM GEASO IFS JDE KYC McAllen OAR Siebel Strother Wales W-CApp

RecordCount 67 68 69 67 72 70 67 67 0 69 0 0 72 69 69 4 670 0

Align legacy data. Create new data once and flow down.

MDM

Build legacy cross-references in MDM to enable data roll-up

SIRIUSSTRAAT 55TILBURG

NOORD-BRABANT5015 BT NL

630 ANCHORS ST NWFT. WALTON BEACH,

FL 32548 US

25 M00 5 BUNGKHAM PROI

BANGKOK 12150 TH

Legacy:• 897 customer records were created. • 825 are duplicate entries

15GE Title or job number

12/3/2015

4| Capture Changes to Data Business Process MappingBusiness Process MappingBusiness Process MappingBusiness Process Mapping

� Identify where master data and data relationships will change

�Map business processes and identify interdependencies

� Then find applications that provide source of information

16

Traditional Model: Software Development Life Cycle

Result: Long lead times, a lot of money, and the data is still incomplete.

5| Change the Application Development Cycle

ETL Load

ETL Fixes

Siebel

Salesforce.com

Fleet Support

Produce

Accounts Receivable

Customer Portals

BI Reporting

ERPs

Consume

Clean

?

Load

Reject

MDM

421 3

5

� Identify Source Systems

�Build integrations

� Load only good data

�Consume

17

ETL Load

ETL Fixes

Siebel

Salesforce.com

Fleet Support

Produce

Accounts Receivable

Customer Portals

BI Reporting

ERPs

� Identify Source Systems

�Build integrations

� Load only good data

�Consume

Consume

Clean

?

Load

Reject

MDM

421 3

5

Traditional Model: Software Development Life Cycle

Learn from data before building integrations

New Model: Load & Learn

� Focus on OUTCOMES

�Consume data before building integrations

� Learn and build it once

� Load ALL data. Merge good data.

Siebel

Salesforce.com

Fleet SupportERPs

Identify Sources

Find

Accounts Receivable

Customer Portals

BI Reporting

Prove

Load

314 2 Load

Build integrations5

MDM

5| Change the Application Development Cycle

1818

6| Organization Structure & Roles

BusinessFunctions

Information Technology

Business

• Owns processes

• Owns rules

• Owns data

IT

• Owns infrastructure

• Develops software

• Applies governance

Traditional Model: Business Owns Data, IT Owns Technology

Misinterpretation & rework

New Model:Blended Roles

� Shared process design

� Shared technology development

� Shared data management

Learning leads to perfection

19GE Aviation

12/3/2015

Business Owns Data, IT Owns Technology Blended Roles.

IT Learns from Data

Golden Record: One Version of Truth

Golden Record: Multiple Versions, Related

Reject Bad Data.Load only Good Data

Load all data. Present defects as use cases, then fix.

Start with Source SystemsLoad Data, Learn,

then build integrations

Summary….Operate Differently

Industry Model GE Model

Imagination at work.

Outcome

Imagination at work. This is GE Aviation 20

21GE Aviation

12/3/2015

MDM Use Case

Tail #

and Engine position

ESN

Flight PerformanceFlight PerformanceFlight PerformanceFlight Performance

Owner Diagnostics

MoniitorOperator

Contracts

Engine Model, Family, Series Are any other engines having Are any other engines having Are any other engines having Are any other engines having

same behavior?same behavior?same behavior?same behavior?

Are there any engine part Are there any engine part Are there any engine part Are there any engine part

similarities?similarities?similarities?similarities?

Asset Configuration

What is recent engine(s)’ activity ?What is recent engine(s)’ activity ?What is recent engine(s)’ activity ?What is recent engine(s)’ activity ?

- Shop visit or repairsShop visit or repairsShop visit or repairsShop visit or repairs

- On Wing SupportOn Wing SupportOn Wing SupportOn Wing Support

- Recent incidents/casesRecent incidents/casesRecent incidents/casesRecent incidents/cases

What engines are under contract What engines are under contract What engines are under contract What engines are under contract

(Financial Impact)?(Financial Impact)?(Financial Impact)?(Financial Impact)?

� Engine performance issue requiring service bulletin for repair during next shop visit

� Not critical issue, but need to know what other engines are impacted

� GE funding change, so need to know financial impact

22

How are you thinking about Big Data?