It’s Not About Big Data – It’s About Big Insights - SAP Webinar - 20 Aug 2013 - PDF

Getting Big Value from Big Data

August 20, 2013 - Webinar

© 2013 SAP AG. All rights reserved. 1

Agenda

1. Big Data “Art of the Possible”

2. Insight Driven Marketing

3. CIO View: How SAP Uses Big Data

4. SAP Solutions & Services

Scott Mackenzie

Sr. Director, Platform & Analytics CoE

Michael Golz

CIO for SAP Americas

Ken Demma

VP, Insight Driven Marketing


Lots of Hype and Expectations A Reality Check

I know Big Data’s

Important, I just don’t

know where to get

started.

We’ve got a pilot,

we’re trying to figure

out where to go next.

Big Data? We’re not

leveraging the data

we already have!

We have a strategy,

but we’re trying to

figure out how to

implement it. It’s not about Big

Data, it’s about

Big Insights!

This isn’t a nice to

have, it’s a must have

initiative to survive!


Big Data is Among Us Terabytes Petabytes Zettabytes

**IDC Digital Universe Study Extracting Value from Chaos;

http://www.dbms2.com/2008/10/15/teradatas-petabyte-power-players/

500+ EACH DAY

TERABYTES

LARGE NORTH AMERICAN FINANCIAL SERVICES FIRMS

1.5+ PETABYTES

1.8 IN 2011, THE AMOUNT OF DATA SURPASSED

ZETTABYTES

User adoption is low

75% of Enterprise

Employees will need

analytics by 2020…

yet only 10% use

today.

How will you

drive analytic

use?

10%

75%

Use Analytics

Today

Need Analytics

by 2020

$2.01B Annual revenue increase

possibility if the median

Fortune 1,000 business

increased the usability of

its data by just 10%

1,000% return on investment for every $1 spent on analytics

Nucleus Research, Gartner, Fortune Magazine

New information signals

:-) Brand

Sentiment

Higher NPS

360O Customer View

Loyal Customers

Product

Recommendation

More Sales

Propensity to

Churn

Greater

Retention

Real-time Demand/

Supply Forecast

More Efficient

Predictive

Maintenance

Less Downtime

Fraud Detection

Lower Risk

Network

Optimization

Lower Cost

Insider Threats

Greater

Security

Risk Mitigation, Real-

time

Retain Market Value

Asset Tracking

Increase Productivity

Personalized Care

Loyal Customers

What signals are

you missing?

“

”

In 2011 the amount

of data surpassed

1.8 Zettabytes

90% of the data in

the world today has

been created in the

last two years

alone

IDC Digital Universe

Study Extracting

Value from Chaos

A changing relationship with

information

From mass

production to

mass

specialization

Personalized

Insights

Advanced Planning and Forecasting

Sensing and Responding

Predictive Modeling

Real-time Reporting and Analysis

“

”

Every product and

service will be

offered to us in

exactly the way we

need it, not how

manufacturers want

to deliver it.

A Demographic of One,

Michael S. Malone

Network of Truth Connecting people

to data

Real-time data

platform

Optimized for people

Information culture

Automate where

possible

“

”

70% of respondents

can envisage a “killer

application” for big data

that would be “very

useful” or “spectacular”

for their business.

The majority chose not

to disclose what that

application would be

because it would

provide a competitive

advantage.

AIIM survey of 345

Information

Professionals 2012

Transaction Engine

Dimensional Engine

Analytic Engine

Predictive Engine

Text Engine

Information Culture

Use information as a strategic

asset in decisions

Build and tell fact-based

stories

Maximize performance with

effective use of information

Connecting people

to data

“

”

The stone age was

marked by man's

clever use of crude

tools; the

information age, to

date, has been

marked by man's

crude use of clever

tools.

Anon


Has your BI Strategy been updated for Big Data?

SAP BI Strategy Framework

Objectives Business

Needs

Business

Benefit Technology Organization

Background and

Purpose

Current State and

History

BI Objectives and

Scope

Summary of BI

needs

Envisioned To-Be

State

Priorities and

Alignment

Value Proposition

of BI

Expected Benefits

– Future State KPI

Business Case

Information

Categories

Architecture and

Standards

BI Applications

Governance

Structure

Program

Management

Roadmap and

Milestones

Measurement

Education /

Training

Support

User Engagement and Change Management are

critical success factors. Do you have a BICC?


SAP Big Data Analytics Maturity Model Levels of performance across 5 key best practice domains

Level 1 Level 2 Level 3 Level 4

People &

Skills

Use Cases

Governance

No specific skills,

Executive Audience,

Personal Service

Some limited skills to

bring data into decision

making

BI Roles, Stakeholders

and regular information

skills

Big Data Culture,

Information integration in all

practices, protecting info

assets

No Big Data business

programs, seen as

technology

Line of Business example

use cases; coping.

Understanding and

managing Big Data

insights

Big Data Business Model

Innovation

No Big Data Governance Business Driven Big Data

Governance

Competency Center & Big

Data Governance

Enterprise-wide Big Data

Governance with Business

Leadership

Standards &

Practices Do not exist or are not

uniform Evolving effort to

formalize Exist but are not uniform Uniform, followed and

audited

Information &

Application

Architecture

No Big Data in any

Process

Some Isolated Big Data

Applications

Big Data Projects across

business

Big Data Drives Business

Design


Best Practices Implementation Approach

for Big Data Analytics

Step 1: Assess where you are today

Step 2: Define where you want to go

What are the top 3-5 business objectives?

What key use cases are needed?

What analytics are critical? What data do you need/have?

Step 3: Identify the gaps

Step 4: Develop a roadmap to get there

Step 5: Build consensus


Agenda






What BIG DATA Means at SAP Marketing…

1.0B 50M

800/200

4.0M…2.0M

2.0B 5 0 0 M

27M-25M


What BIG DATA Means at SAP Marketing…

Large volumes of transactions processed

Large data sets used for analysis and

insight development

Combining of data sources…

• Customer Master Data

• Derived and predictive data

• Web data

• Social data

• Unstructured data

• Community data

Unconnected systems combined…

intelligence appended


What BIG DATA Means to SAP Marketing…

Think it…Deliver it

Velocity of insights and outputs

Quality of Marketing Science

Focus on user-consumption and user-

direction

New areas of analysis…

…More analysis in current areas

Unleash creativity


BIG DATA means Insight-Driven Marketing

Marketing

Optimization

Personalized Lead Delivery

to sales agents World-wide Demand

Management & Optimization

CMO Dashboard

Insight-Driven

Events

Product

Recommendations

Digital Experience

Personalization,

Optimization & Insight

Social and Voice of

the Customer Insight Always on Marketing

Effectiveness


In short…BIG DATA is affording more & better Marketing Science

Increasing data volumes while

concurrently reducing the technical

barriers of data sourcing,

integration, processing power,

preparation and delivery…

Allow for ubiquitous Marketing

analytics, delivered more readily,

more consumable and with more

impact

Increased Technical Abilities Greater Human Outcomes


Agenda






Determining your ‘Big Data’ needs

Visualize Predict Analyze Report

You need Big Data solutions if your

current IT systems limit your ability to:

Capture Engage


Understanding the IT Environments that need to support

Big Data

Information Views

EDW / Data Marts

Data Mining /

Predictive Analysis

Real-time

Database

Insight

Discovery Real-time Value

Business

Applications & Processes

Analytic Tools, Custom Data

Analysis Applications BI Tools

Business

Intelligence

Analytic Data Warehouse

Transactional

Databases

Other Application/

Data Sources

Social Media

Content

Unstructured

Content

Machine

Data

00110101 10010110 01001101


Technology Innovation: In-memory Computing

Yesterday Today

Disk

Partitioning

Insert Only on Delta Compression

Row and Column Store

No aggregates Memory

+ +

+ +

Memory

Logging and Backup –

Solid State / Flash / HDD

CPU

Multi-Core

Massively Parallel

SingleOptimized Platform

64-bit address space

supports 2TB RAM

100GB/s throughput

Software and data reside on HDD

• IO constraint

• Support many platforms

• Optimized for None

• Take advantage of latest advances in hardware

• Minimum IO time

• Optimized for x86 platform

Disk

CPU

+


SAP HANA Transforms both Businesses and IT

Sharpen marketing effectiveness

56x faster reporting: micro-targeted

customer offers

Accelerate monthly close & spending insight

75% reduction in CRM query

~23 to 6 seconds

Launch new products or markets

400x faster report execution: Forecast

sales-trends in real-time

Remote roadside diagnostics in real-time

Analyze 15 years 1 TB data

in seconds

Deeper customer relationships

360 customer view and comprehensive

experience

Reduce waste & fraud in government fund

<2 min for detecting 100,000 names over

90M records

Identify cancer DNA variants for treatment

216x faster results: 3 days 20 minutes

Improve diagnostic through pattern detection

300M records; analysis in 2-10 seconds

Predict customer purchase sentiment

Seasonality Analysis in 5 seconds

Improve labor utilization

1131x faster reporting time

“Perfect order” experience

60x faster real-time insights


Big Data – Big Insights in Healthcare

SAP HANA powers the

“Oncolyzer”, which can

help doctors find the best

therapies for 15 million

of new cancer patients

each year.


SAP powers analytics that

track more than 6 billion

U.S. stock trades per day to

identify fraud and protect

investors.

Big Data – Big Insights in Financial Services


SAP Runs SAP Our SAP HANA Journey

• Sales Pipeline (CRM)

• Profitability Analysis (CO-PA)

• Asset Accounting (FI-AA)

• Overhead Management & CostCenter-Analysis

• Rapid Deployment Solutions (e.g. FIN RDS)

• SAP Community Network – Sentiment Analysis

• Business Warehouse (BW) on HANA

• Business Planning & Consolidation integrated

to BW-Integrated Planning

• Cash & Liquidity Management

• Energy Management

Business

Suite on HANA

Side-by-Side

Primary Data

Store for BW

New

Applications CRM on HANA LIVE

ERP on HANA in August


SAP Runs SAP HANA – Example Lead-2-Revenue Automation

One Global Platform Supporting Marketing While Connecting with Sales

OnDemand On-Premise

HANA

More Sales

Ready Leads

Faster At a

Fraction Of The

Cost

Increase In

Revenue

Expand Funnel

Accelerate

Funnel

Conversion

Rate


Agenda






SAP Real-Time Data Platform Unified open software platform for real-time business

SAP Real-Time Data Platform foundations

● Cross-paradigm data access for new

models of value discovery.

● Hyper-performance on all classes of

application and usage scenarios

● Price-Performance value across all use

cases

Benefits

● Execute, record, analyze, and optimize

without system limitations

● Embrace and extend across variations of

data forms and processing models

● Common modeling, integrated

development environment, shared

systems management infrastructure, and

deployment-independent solutions

● Trusted and unified data environment

In-memory/real-time

SAP HANA

SAP Real-time Data Platform

SAP Sybase ESP streams

SAP Sybase SQL

Anywhere mobile & embedded

SAP Sybase IQ EDW

SAP Sybase ASE transactions

SAP Data Services Information management*

Common programming APIs

SA

P S

ybas

e P

ow

erD

esig

ner

m

od

elin

g

SA

P S

ybase C

on

trol C

enter

mo

nito

ring

Hadoop Big Data

* Information management solutions include: SAP Data Services Enterprise, SAP Enterprise Master Data Management,

SAP NetWeaver Information Lifecycle Management, SAP Enterprise ECM solutions by OpenText, SAP Sybase Replication Server

SAP HANA Insights: Big Data Starter Package

*SAP BusinessObjects business intelligence (BI) solutions; SAP solutions for enterprise information Management (EIM);

Built by Sanjay Poonen, Copyright SAP, Representative figures based off CIO interviews, showing approximate proportional quantities of IT spending in Analytics

TCO Reduction

by Approx 60%

Traditional Stack = $15

SAP HANA Insights = $6

Oracle DB

(e.g. Exadata)

Informatica ETL

BusinessObjects BI*

SAS Predictive

DBA and

IT Costs

Teradata/Exalytics

$4

$1

$3

$1

$4

$2

$4

$2 DBA and IT Costs

BI Suite

HANA Enterprise

Predictive

SAP HANA Insights

SAP BI Analytics Edition Package

SAP Business Objects

BI Suite

Sybase IQ

(32 cores / instance)

Data Integrator

(10 CPU)

+

+

Up to €2.4 Million in Savings

BI Suite

(Full Use)

Sybase IQ Enterprise

(32 Cores / instance – RUNTIME)

Data Integrator (10 CPU / instance – RUNTIME)

SAP BI Analytics Edition


How SAP Can Help

Vision

• Vision Workshop

• Innovation Day

• Co-Innovation

Operationalize

• Design Thinking Use

Case Workshop

• BI Strategy

Assessment/ Update

• Big Data/Business

Analytic Services

Pilot

• Full Day Big Data

Workshop

• Pilot Planning &

Roadmap

• SAP Analytics Insights

(Big Data Starter Kit)

Education – Technologies – Services – Industry Expertise


Questions?

To Learn More

Call: 1 888-817-2292

Visit: www.sap.com/bigdata

Thank You!


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