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The big data era is upon us as organizations are awash in social, mobile and machine-generated data. Opportunity abounds. But competition threatens. Further this high volume, data-at-the-edge environment challenges centralized data warehouse approaches typical with BI and Analytics today. Data virtualization provides a more agile, leave-the-data-where-it-lies way to fulfill BI and Analytic needs and achieve key business outcomes.
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Data Virtualization: Turning Big Data into Better Business Outcomes
Robert Eve,
Director, Data Virtualization Business Unit, Cisco
Big Data Business Opportunities
“High-volume, velocity and variety information assets that demand cost-effective, innovative forms of information processing for enhanced insight and decision making.”
1% reduction in customer churn
1% improvement in average selling price
1% increase in customer satisfaction
= 6% increase in profits
= 8.7% increase in operating profits
= 5% increase in profits
= 25% retention improvement
“What is a 1% Change Worth?”
Cisco and/or its affiliates. All rights reserved. Cisco Public
What Changed?
2011 Internet-connected things: – 15+ billion permanent
– 50+ billion intermittent
2020 Internet-connected things: – 30+ billion permanent
– >200 billion intermittent
6
Content & Services via Connected
Products
Biometrics
Smart Cities
Building & Infrastructure Management
Cisco and/or its affiliates. All rights reserved. Cisco Public
What Are Your Big Data Plans?
Have Invested
Investing within next year
Investing within two years
No Plans
Don’t Know
7
Cisco and/or its affiliates. All rights reserved. Cisco Public
Big Data Investments On The Rise
8
Cisco and/or its affiliates. All rights reserved. Cisco Public
What Is Your Big Data Opportunity? As Data Grows, Leading Businesses Use It to Drive Better Business Outcomes
9
Other Businesses
Business Leaders
Busin
ess O
utc
om
es
Data
• Customer Profitability
• Faster Time to
Market
• Cost Reduction
• Risk Management
• Compliance
• Business & IT Agility
Business Outcomes
Big Data Integration Challenge
Cisco and/or its affiliates. All rights reserved. Cisco Public
Big Data Integration Challenge Data Silos Proliferating, Data Is Now Distributed Everywhere
How Does the Business Leverage All the Data?
Cloud Data
Sources Big Data / IoE
Sources
Traditional Data
Sources
Cisco and/or its affiliates. All rights reserved. Cisco Public
Business Outcome Objective: Increase Customer Profitability
Channel Profitability Analysis
Marketing Campaign Analysis
Customer Profitability Analysis
360 Degree View of Customer
Sales Force Mgmt. System Website Clickstream Data Store Trades & Asset Mgmt. System Email Management System
Campaign Management System
Cisco and/or its affiliates. All rights reserved. Cisco Public
Option 1: Hard-coded Interfaces
Channel Profitability Analysis
Marketing Campaign Analysis
Customer Profitability Analysis
360 Degree View of Customer
Sales Force Mgmt. System Website Clickstream Data Store Trades & Asset Mgmt. System Email Management System
Campaign Management System
Cisco and/or its affiliates. All rights reserved. Cisco Public
Option 2: Enterprise Data Warehouse
Channel Profitability Analysis
Marketing Campaign Analysis
Customer Profitability Analysis
360 Degree View of Customer
Sales Force Mgmt. System Website Clickstream Data Store Trades & Asset Mgmt. System Email Management System
Campaign Management System
Enterprise Data Warehouse
Cisco and/or its affiliates. All rights reserved. Cisco Public
Option 3: Data Virtualization
Channel Profitability Analysis
Marketing Campaign Analysis
Customer Profitability Analysis
360 Degree View of Customer
Sales Force Mgmt. System Website Clickstream Data Store Trades & Asset Mgmt. System Email Management System
Campaign Management System
Cisco Data Virtualization
Cisco and/or its affiliates. All rights reserved. Cisco Public
Data Virtualization Solution Unified, Business-friendly View Of All Data for Better Business Outcomes
Cloud Data
Sources Traditional Data
Sources
Cisco Data Virtualization
Analytics Business Intelligence
Big Data / IoE
Sources
Cisco and/or its affiliates. All rights reserved. Cisco Public
Reduce Portfolio Risk
17
• Cisco Data Virtualization federates market, on-line and historical credit market data across 89 sources
• Historical data moved to Hadoop for immediate access and analysis
• Better manage fixed
income portfolio risk
by extending
algorithms to historical
data
• Real-time market
data
• Online data (30
days / 400 million
records)
• Historical data on
tape (30 days to 5
years data)
Data Virtualization
Solution Impact on Customer Customer Challenge
• Better risk management of fixed income portfolio
• Saved over $1M in development costs using SQL vs. MapReduce
• Utilized Hadoop for price of tape
Cisco and/or its affiliates. All rights reserved. Cisco Public
Increase Customer Profitability
• Cisco Data Virtualization based virtual data layer across all source systems
• Run predictive analysis to make better business decisions and improve the customer experience
• Understand customers’ needs and ways to influence subscriber base
• Integrate and analyze Customer Survey Data, Operational Data & Demographic Data
Data Virtualization
Solution Impact on Customer Customer Challenge
• Now 5-6x faster customer adoption of products
• $21M in increased revenue in first year
Cisco and/or its affiliates. All rights reserved. Cisco Public
Optimize Upstream Business
19
Global Energy Firm
• “Single Source” with Cisco Data Virtualization for easy access to
• 30+ subject areas
• 650+ standard entities
• 45+ source systems
• Seeking an integrated,
holistic, view of
exploration and
production asset data
to optimize upstream
business
Data Virtualization
Solution Impact on Customer Customer Challenge
• 30-40,000 business queries per day
• 50% less costly than legacy solutions saving $2M per year
• 3x faster time to solution for new applications
• 80% data object reuse
Cisco and/or its affiliates. All rights reserved. Cisco Public
Data Virtualization Business Benefits Better Business Outcomes, Sooner, For Less
20
5-10x
Faster
Up to 75%
Cost Savings
Higher Impact Empower people to achieve better
business outcomes with instant access to
all the data they want, the way they want it.
More Agile Respond faster to your ever
changing business conditions and
analytics/BI needs.
Less Expensive Data virtualization’s streamlined
approach reduces complexity and
saves money.
Cisco Data Virtualization
Analytics Business Intelligence
Immediate
Access
Cisco and/or its affiliates. All rights reserved. Cisco Public
Are You Ready for Data Virtualization?
21
• What information are you struggling to deliver to your
business and why?
• What is your strategy to integrate Big Data and keep it from
becoming an isolated data silo?
• How will you continue to provide business with an integrated
view of data as you move applications to the Cloud?
For the
Technologist…
For the
Business
Consumer…
• What business outcomes are driving your agenda?
Customer Profitability, Faster Time to Market. Cost
Reduction. Risk Management. Compliance. Business and IT
Agility
• What key data needs are your IT teams struggling to
fulfill?
Cisco and/or its affiliates. All rights reserved. Cisco Public
Why Cisco for Data Virtualization?
For the
Business
Consumer…
We Wrote the Book on Data Virtualization
– Deepest data virtualization expertise
– Hundreds of published articles and blogs
Largest Data Virtualization Customer Base
– Highly complex implementations
– Greatest business outcomes
Performance Leader
– Most powerful optimization algorithms
– Only vendor to offer network, compute and data synergies
Cisco and/or its affiliates. All rights reserved. Cisco Public
Closing Thought Always Remember the Fourth V – Value!
23
Other Businesses
Business Leaders
Busin
ess O
utc
om
es
Data
• Customer Profitability
• Faster Time to
Market
• Cost Reduction
• Risk Management
• Compliance
• Business & IT Agility
Business Outcomes