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1 © Copyright 2012 EMC Corporation. All rights reserved.
Better Decisions With Big Data Enabled Applications
Rune Olsen Senior Systems Engineer EMC Information Intelligence Group
2 © Copyright 2012 EMC Corporation. All rights reserved.
Value Creation in the Information Economy
Strategic Business Transformation vs. Operational Efficiency
We have entered the era where information drives strategic transformation, not just operational
optimization
The Information Fabric must enable…
3 © Copyright 2012 EMC Corporation. All rights reserved.
Ad hoc customer
interactions
Production
Structured collaboration
Knowledge work is a different class of problem
Opportunity for differentiation
Distribution depends on
nature of work and culture
Fixed costs
Variable costs
Courtesy of Derek Miers, Principal Analyst, Forrester Research, 2012
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Big Data – What’s Different?
Source: 2011 IDC Digital Universe Study
Velocity
Variety
Volume
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The Journey To Big Data
Agile Analytics People & Productivity Focus
2 Data Science Collaboration Self-Service
Analytic Productivity Platform
Agile Process & Tools
3 Real Time Decisions New Applications Data Monetization
Predictive Enterprise Application Focus
Big Data Enabled Apps
All Data Faster Answers Elastic & Scalable
1
Big Data Infrastructure Technology Focus
Analytics Engines
Cloud Infrastructure
Analytic Engines
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Action from Insight
External Sources
Loading, streaming, etc
Ingest Analyze Act
xCP
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Documentum xCP: Action From Insight
Better, Faster Decisions
Deliver The Latest Data
Enable Contextual Decisions
Complete Audit Trail
Keep IT Audit Happy!
Reduce Information Risk
Easy To Build
A Tool For Non-Programmers!
Drag & Drop Process Modeling
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Sample Big Data Scenarios
AUTO INSURANCE IN P&C INSURANCE
LOAN PROCESSING IN BANKING
SMART GRID ANALYTICS IN UTILITIES/ENERGY
VIDEO ANALYTICS IN RETAIL
PROACTIVE EMERGENCY RESPONSE IN HEALTHCARE
REAL-TIME STATISTICAL PROCESS CONTROL
IN MANUFACTURING
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Big Data Transforms Retail Banking
“We leveraged the profitability system to analyze historical data and create a new set of assumptions for our loan officer.”
• Reduce customer attrition
– Proactive customer contact
• Increase revenue per customer
– Recommend products based on purchasing trends
• Improved operational efficiency
– Staff branches based on “who” banks “where”
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Big Data Enabled Underwriting Risk Level
LOW
HIGH
Underw
riting R
isk
Data Sources Leveraged in Loan Application and Underwriting Process
Loan Processing
Traditional Underwriting
Risk Level
TRADITIONAL DATA LEVERAGED BIG DATA LEVERAGED
2 to 3 weeks BIG DATA ENABLED
3 to 4 weeks TODAY
~30% TIME TO CLOSE IMPROVEMENT
AVERAGE TIME TO CLOSE A HOME LOAN
APPLICATION
STEP 1
PRE-APPROVAL
STEP 2
UNDERWRITING
STEP 3
CLOSING
STEP 4
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Auto Insurance
6 to 12 data points
1 to 8 data points
100 to 20,000 data points
10 to 1,000 data points
Application for Insurance
STEP 1
Credit Check
STEP 2
Telematics Integration
STEP 3
Social Graph Check
STEP 4
0%
100%
100%
Perc
ent
of Losses
Population (Sorted by Predicted Risk)
Model sourced from Progressive Investment Relation Meeting, June 2010
TYPICAL P&C PROVIDER TODAY BIG DATA ENABLED P&C PROVIDER
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Value Innovation
Cross-sell/ Upsell
Analyze large data sets for
lead generation
Rules-based and knowledge
worker identification of potential upsells
Better Decisions & Experience
Content analytics ensure
knowledge worker has best
information
More accurate approvals,
superior service, reduced risk
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CS
PROCESS
CONTENT
COLLABORATION
POLICIES
PEOPLE
DATA
IN CONTEXT CONTENT | PROCESS | ANALYTICS | INTERACTIONS
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Content and Analytics in Context
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Case Gives Deeper Understanding
Shared object model; heuristics and metrics are captured at each step in the process
Wealth Management Agent
Improved
Cross-sell/up-sell of additional products and
services
Loan Officer or Underwriter
Reduced risk; faster and more accurate
underwriting
Customer Service Representative
Better response to
offers; more competitive rates
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Opportunity: Give your work a GPS Goal-based routing / optimal path routing
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Optimal Path Routing
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Mortgage Application
Set-Up
Set-up the case
Offer Mortgage
Administer
Connected states
Validation
Optional fragments
Rethink how works gets done Case Management
Courtesy of Derek Miers, Principal Analyst, Forrester Research, 2012
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xCP
TOTAL SCAN TIME?
WHAT VALIDATION WAS NEEDED?
QUOTE INFO (MAKE, MODEL,
PRICE)?
HOW MANY ADDITIONAL
DOCS REQUIRED?
1 2
3 4
AGGREGATE DATA FROM MULTIPLE INSTANCES
Vision Scenario
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Greenplum
Vision Scenario
XCP GENERATES NEW
PROCESS SNIPPET
SELECT APPROPRIATE
PROCESS SNIPPET
xCP
DETERMINE OPTIMAL PATH
CONTINUOUS PROCESS
IMPROVEMENT
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Leadership Position in Gartner MQ for DWDBMS 2011 / 2012
22 © Copyright 2012 EMC Corporation. All rights reserved.
Invitasjon til EMC Forum
Norge 2012
Det er tid for transformasjon
IT + Business + Deg selv
Dato: 23 oktober 2012
Tid: 08:30 – 17:00