benefiting from big data - a new approach for the telecom industry
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© 2014 Persontyle Ltd. All rights reserved.
Ali Syed Founder and Chief Data Scientist Persontyle
Customer Insight and Analytics in Telecoms 2014
Benefiting from Big Data A New Approach for the Telecom Industry
© 2014 Persontyle Ltd. All rights reserved.
One Objective, Fifteen Minutes
“To understand how Telecom companies can employ big data technologies and machine learning techniques to exploit user, network and traffic data assets.”
© 2014 Persontyle Ltd. All rights reserved.
LET’S SETTHE
SCENE
Amazing view of Manhattan, New York, in 1944
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"Creativity involves breaking out of established patterns in order to look at things in a different way"
- Edward de Bono
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DIGITAL TRANSFORMATION
GLOBALIZATION
9 BillionInternet Devices
in 2012
50 BillionBy 2020
DATA EXPLOSION
90% Created withinLast Two Years
50X GrowthBy 2020
RISE OF MOBILITY
6 Billion +Mobile
Connections
87%of World’s Population
Mobile Data
Growing 78% CAGR
CLOUD
90%of new software
delivery for Public Cloud
Public IT cloud services will
grow to $107B in 2017
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DATA AS A FABRIC OF DIGITAL AGE
All actions, interactions and behaviours both of humans and machines are stored and transmitted across networks to keep the engines of the digital age running.
The amount and complexity of data produced in science, business, and everyday human activity are increasing at staggering rates.
As we move from isolation into a massively connected world, making sense of data is the key ingredient in delivering meaningful value, competitive advantage, and prosperity.
© 2014 Persontyle Ltd. All rights reserved.
THE MASS SCALE DATAFICATION HAS LED TO AN EXPLOSION OF THE (big) DATA.
Social
Media Data
Operational Data e.g. CDRs, CRM, Financial, LOB, etc.
Machine Data
Big DataTransactions, Interactions, Observations
Clickstream
Data
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TELCOM BIG DATA CHALLENGES
Volume, granularity, diversity and latency of the data keeps growing
Need to shrink latency between business event and data availability for analysis and decision-making
Business mandate to obtain more value out of the data
The days of being impressed with standing up a petabyte system are over
Absence of data discovery and advanced analytics hindering discovery of business insights and value opportunities
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OPPORTUNITY
“People used to say that information is power but that’s no longer the case. It’s analysis of the data, use of the data, digging into it – that is the power”
Sir Martin Sorrell, CEO, WPP Group
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The State of Big Data and Analytics Market in 2014
MARKET
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- 94% of C-level executives say their organization is collecting and managing more business information today than two years ago, by an average of 86% more
- 29% of executives cited that they are not ready to manage the data deluge
- 93% of executives believe their organization is losing revenue –on average, 14% annually – as a result of not being able to fully leverage the information they collect
- 97% say their organization must make a change to improve information optimization over the next two years
Industry-specific applications are an important part of the mix; 77% of organizations surveyed use them today to run their enterprise—and they are looking for more tailored options
Source: Oracle.com
Big Data Requires a New Kind of Strategic Planning
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According to Gartner, 64% of large enterprises plan to implement a big data project in 2014, but 85% of the Fortune 500 will be unsuccessful in doing so.
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“Big data is here to stay, as it should be. But let’s be realistic: It’s an important resource for anyone
analysing data, not a silver bullet.”GARY MARCUS and ERNEST DAVIS
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Big Data isn’t new. What is new is the availability and power of the tools for collecting, storing, managing and analyzing data.
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Disruptive Innovations in Big Data
TraditionalDatabase
HADOOPNoSQL
DatabaseMPP
AnalyticsData
Warehouse
SchemaPre-defined, fixedRequired on write
Required on readStore first, ask questions later
ProcessingNo or limited
data processingProcessing coupled with data Parallel processing / scale out
Data typesStructured Any, including unstructured
Physical infrastructure
Enterprise grade
Mission critical
Commodity is an optionMuch cheaper storage
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Reference Architecture – Example
Infrastructure
Virtualization Compute / Storage / Network
Op
era
tion
s
Wo
rkflo
w a
nd
Sc
he
du
ling
Ma
na
ge
me
nt a
nd
Mo
nito
ring
Se
cu
rity
Data
Iso
latio
nA
cc
es
s M
an
ag
em
en
tD
ata
En
cry
ptio
n
Data Processing
Batch ProcessingReal Time/Stream
ProcessingSearch and Indexing
Application
Analytics Apps Transactional AppsAnalytics
Middleware
Presentation
Data Visualization and
ReportingClients
Data
Integration
Real Time
Ingestion
Batch
Ingestion
Data
Connectors
Metadata
Services
Data Management
Distributed
Processing
(MapReduce)
Non-relational
DB
Structured In-
Memory
Distributed
Storage
(HDFS)
Hadoop Core
Hadoop Projects
Adjacent Categories
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A Complete Enterprise Hadoop Data Platform
Source: Hortonworks
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Application Landscape - Example
ETL
Real Time
Streams(Social,
sensors)
Structured and Unstructured Data(HDFS, MAPR)
Real Time
Database(Shark,
Gemfire, hBase,
Cassandra)
Interactive
Analytics(Impala,
Greenplum,
AsterData,
Netezza…)
BatchProcessing(Map-Reduce)
Real-Time
Processing(s4, storm,
spark) Data Visualization(Excel, Tableau)
(Informatica, Talend,
Spring Integration)
Compute Storage Networking
Cloud Infrastructure
HIVE
Machine Learning(Mahout, etc…)
Source: Vmware
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“The role of a creative leader is not to have all the ideas; it’s to create a culture where everyone
can have ideas and feel that they’re valued” Sir Ken Robinson
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“Learn from companies such as Google and Facebook,
where data is king and virtually every product decision
flows from what the available data says about customers
and how it can be used.”
As ones and zeros eat the world, data is the new product and data science is the new process of innovation.
Optimizing routing and quality of service by analysing network traffic in real time Analysing call data records in real time to identify fraudulent behaviour immediately Allowing call centre reps to flexibly and profitably modify subscriber calling plans immediately Tailoring marketing campaigns to individual customers using location-based and social networking technologies Using insights into customer behaviour and usage to develop new products and services Big data can even open up new sources of revenue, such as selling insights about customers to third parties.
Source: Strategy& analysis
© 2014 Persontyle Ltd. All rights reserved. Source: Strategy& analysis
Big Data and Analyticsoffers benefits across the entire telecom value chain
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Telecom Organizations don’t need a Big Data Strategy; THEY NEED A BUSINESS STRATEGY THAT INCORPORATES BIG DATA.
Source: McKinsey & Company
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Stay Ahead of the Game Elephant in the Cloud (Platforms, Services and APIs)
Hadoop clusters bloom in the cloud. Use Hadoop in the cloud to meet demand for ad hoc analytics, yet on-premises adoption "won't slow down."
Apache Ambari and VMware vSphere Big Data Extensions Integrate to Provision and Manage Enterprise Hadoop Clusters
Hadoop: The New Enterprise Data Operating System
Hadoop won't be just for analytics.
Traditional database theory dictates that you design the data set before entering any data. A data lake, also called an enterprise data lake or enterprise data hub, turns that model on its head.
Data Science, Predictive Analytics and Machine Learning
SQL on Hadoop: Faster, better (HIVE, IMPALA, SPARK, etc.)
SQL becomes Hadoop's killer app
More, better NoSQL to power IOT and Industrial Net
Deep Learning + Cognitive Computing + Apps and APIs
In-memory Analytics (hybrid transaction/analytical processing (HTAP) — allowing transactions and analytic processing to reside in the same in-memory database.
© 2014 Persontyle Ltd. All rights reserved.
"LISTENING TO THE DATA -DOING EXPERIMENTS,
ANALYZING THE RESULTS, DIGGING DEEPER, FOLLOWING
UP ON SURPRISES - IS THE PATH TO SUCCESS."
PROF. PEDRO DOMINGOS
© 2014 Persontyle Ltd. All rights reserved.
What is Persontyle?
Persontyle is a people focused social enterprise obsessed with helping individuals, organizations and communities learn and apply Data Science to deliver real and meaningful value.
Born from the idea of creating a platform for the people, by the people to share passion, knowledge, theory and practices of analysing data scientifically.
© 2014 Persontyle Ltd. All rights reserved.
OUR MISSION IS TO PROMOTE DATA LITERACY AND EMPOWER YOU TO
ANALYZE DATA SCIENTIFICALLY.
EDUCATION
THE SCHOOL OF DATA SCIENCE
COMMUNITY SERVICES
DATA SCIENCE FOR
SOCIAL CHANGE
PROFESSIONAL SERVICES
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THE SCHOOL OF DATA SCIENCE SPECIALIZES IN HELPING YOU LEARN DATA SCIENCE AND MACHINE LEARNING IN SIMPLE HUMAN TERMS.
Join the Data RevolutionDATA SCIENCE MACHINE LEARNING DATA ENGINEERING DATA VISUALIZATION
OFFERING THE MOST COMPREHENSIVE SET OF DATA SCIENCE AND MACHINE LEARNING COURSES.
GARNER THE SKILLS NECESSARY TO SUCCEED IN THE FIELD OF DATA SCIENCE.
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We provide a full range of short courses and training programs to help you learn the skills you need to become a practicing data scientist.
Data Science and Machine Learning Courses
Big Data Academy
Corporate Data Science Training Solutions
The Data Science Incubator
Open Data Science Fellows Program
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