enterprise cloud forum: turning big data into big dollars

Enterprise Cloud Forum:

“Turning Big Data into Big Dollars”

Presented By:

Rackspace Advisory Services

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Your Hosts

2

Brian Jawalka

Enterprise Solutions Architect,

Cloud Strategy


[email protected]

Anand Bhadouria

Enterprise Solutions Architect,

Cloud Strategy


[email protected]


What We Will Cover Today

Importance of Big Data to the Enterprise

Definition of Big Data

Big Data Skill Requirements/Gaps

Big Data Technologies & Implementation

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Why is BIG DATA so important for the enterprise?

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Big Data Importance & Benefits

5

Better Productivity

Higher Revenues

Better Decision-Making

Innovative Products, Services & Business Models

“The NEW raw material of business: an economic

input on par with capital and labor.”

- The Economist


If a median Fortune 1000 business increased the usability of its data by only

10%, it would earn an

extra $55,900 per employee or

$2+ billion a year in

added revenue. 6

“Measuring the Business Impacts of Effective Data, chapter 1,” University of Texas, September 2010, p3

BIG DATA


Industries most affected by Big Data

Computers & Electronics

Entertainment & Media

Finance

Healthcare

Information Services

Insurance

Retail

All levels of Government

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Massive amounts of data with opportunities for:

Mining for insights

Repackaging with new business models

EVERY Enterprise will benefit in:

Marketing

Product Development

Customer Service

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Importance of Big Data to Major Retailers

Transaction Data Drives Purchase Behavior

• Online search engine refinement

• Tailored offers aligning to consumer activity

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“… create a click frenzy.”


Big Data is changing the Healthcare Industry

Healthcare

Analyzing Patient Datasets to

find patterns…

Helping Doctors Save Lives.


10% more efficient usage of data pays off

$200 Billion SAVINGS per year!1

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Healthcare

Increase margins by 60%!1

Source: James Manyika et al, “Big Data: The next frontier for innovation,

competition, and productivity,” McKinsey Global Institute, May 2011, pp64, p39


Importance of Big Data to Operations

Customer Data Logistics Data Manufacturing Data

Enhanced Plant

Operations


What is BIG DATA anyway?

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What is “Big Data”

• E-mail & user-generated content

• Social media, B2B Transactions

• Mobile & GPS- equipped phones

• System logs

• RFID tag sensors

VOLUME

VELOCITY VARIETY

BIG DATA

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Structured vs. Unstructured Data

“80%-90% of today’s data is unstructured…”


How we measure Big Data Today….

Term Size Example of Capacity

Gigabyte (GB) 1,000,000,000

one billion bytes

1 GB = 2 hours of CD-quality audio or 7

minutes of HDTV

Terabyte (TB) 1,000,000,000,000

one trillion bytes

1 TB = 2,000 hours of CD-quality audio, or

almost 5 days of HDTV

Petabyte (PB) 1,000,000,000,000,000

one quadrillion bytes

1 PB = 7 weeks of HDTV,

or 1.5 million 64 GB iPods full

Exabyte (EB) 1,000,000,000,000,000,000

one quintillion bytes

1 EB = 16 months of HDTV,

or 15 million 64 GB iPods full

Sources: Rackspace, SKATelescope.org, whatsabyte.com

Table 1: Terms Used for Big Data Storage Capacity


Exponential Growth

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

A Decade of Digital Universe Growth

2005 2010 2015

130

1227

7910

Source: IDC/EMC Digital Universe Infographic, 2011

EXABYTES

So what do you

do with all of

this data? 544%

growth


BIG DATA Skill Requirements

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The Data Scientist “The Sexiest Job of the 21

st Century”

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Skill set:

Data Acquisition

Analysis

Visualization

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Delivering key customer insights from Big Data:

Who are our customers?

Why do they buy from us?

How can we get greater share of wallet?

How can we increase purchase frequency?

Source: Thomas H. Davenport and D. J. Patil, “Data Scientist: The Sexiest

Job of the 21st Century,” Harvard Business Review, October 2012

“A hybrid of Hacker, Analyst, Communicator

& Trusted Advisor”1


0

1000

2000

3000

4000

5000

6000

7000

8000

9000 A Decade of Digital Universe Growth

2005 2010 2015

130

1227

7910

Source: IDC/EMC Digital Universe Infographic, 2011

EXABYTES

544%

growth

4.4 M needed

1.4 Million

Jobs Filled

Competition for the Data Scientist is FIERCE

3 Million short by 2015


BIG DATA Technologies

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Scale Out Technology…Moving off Big Iron

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How Big Data Works

Unstructured Structured

Data Scientist Engineer/DBA

• Aggregation

• Archive

• Data Transformation

• Ad-Hoc

• Transaction of Record

HADOOP/

BIG DATA SQL


Big Data Rackspace Product Solutions


Big Data Challenges

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Thomas Davenport, Paul Barth and Randy Bean, “How ‘Big Data’ is

Different,” MIT Sloan Management Review, 30 July 2012

Mismatch with existing

infrastructure

Higher capital expenses

(CAPEX)

Higher costs for non-

strategic resources

Vendor lock-in that

limits choices

Existing technology won’t scale for Big Data

Mandatory rethinking of architecture to avoid

heavy compute & storage investment

Additional resources to ‘maintain’ hardware

storage & compute assets

• Limiting any future options for updating or

switching suppliers

• Even more threatening with the mass of Big Data


Big Data + Cloud

Source: MIT Sloan: Ibid, Davenport, Barth, and Bean

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“Cloud computing is well-suited to Big Data, since the cloud

matches the need for cost-effective mass storage,

elastic expandability, and pay-as-you-go pricing.”

-MIT Sloan


OPEN TECHNOLOGY AT WEBSCALE

Where to

deploy

How to

deploy

What features

to deploy

The Power of Open Cloud for Business

• Deploy anywhere, with

anybody

• Hosted or on-premise

• Provider of your choice

• Rapid innovation through

an active, growing

ecosystem

• Freedom to alter source

code for customization

• Use only features you

need

• Run it on any

hardware platform

• Public or Private

cloud

• Move workloads

across different OS

clouds

• OpenStack is Free


ONE CLOUD SOLUTION DOES NOT FIT ALL

Rackspace Provides Fanatical Support®

CUSTOMER SITE

DEDICATED, VIRTUALIZED

PUBLIC CLOUD PRIVATE CLOUD PRIVATE CLOUD

RACKSPACE

Dedicated / Virtualized:

• Highly Customizable

• Compliance Requirements

• Consistent Performance

Hosted Cloud:

• Highly Scalable

• Utility Consumption

• On Demand

Private Cloud:

• Highest Level Control

• Leverage Existing

Assets

Broad Portfolio + Fanatical Support = Optimized Solution

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What Covered Today

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Importance of Big Data to the Enterprise

Definition of Big Data

Big Data Skill Requirements/Gaps

Big Data Technologies & Implementation


Cloud Application Transformation Framework Creating Your Seamless Journey to the Cloud

On-Going Optimization

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IT Evolution

Workshop

Application

Profiling

Exercise

Cloud

Readiness

Assessment

Solution

Engineering

Engagement

Migration

Execution

Environment

Realization

Plan/Build/Deploy Assess Strategize

Customer

Data Center

Taking Enterprises from… “Cloud HOW?” “Cloud NOW”


Get SMART on Cloud

32

Rackspace Advisory Services:

Phone: 1-800-440-1249

Email : [email protected]

Website: rackspace.com/Advisory Services

“Our goal is to create the most

CLOUD SAVVY customers in the industry”

Recommended Rackspace Resources: • Cloud: Vision to Reality whitepaper (right side of page)

• Cloud: Economics whitepaper (right side of page)

• Take the Cloud Readiness Self Assessment

• Use cases:

– Hybrid Hosting: Dominos Pizza and watch the video

– RackConnect™: VEVO and watch the video

– Private Cloud: Lighthouse1

Recommended Industry Resources:

• The Big Switch, Nicholas Carr

• Cloudonomics: The Business Value of Cloud Computing, Joe Weinman

• www.Cloudability.com

• http://gigaom.com/

• www.gartner.com

• www.forrester.com

• www.idc.com

Rackspace Knowledge Center

http://www.rackspace.com/knowledge_center/cloudu/

http://www.linkedin.com/groups/Enterprise-Cloud-Forum-4167570?gid=4167570&trk=hb_side_g

http://www.rackspace.com/enterprise_hosting/advisory_services/

http://www.rackspace.com/enterprise_hosting/advisory_services/

http://www.rackspace.com/cloud/self_assessment/

http://www.rackspace.com/knowledge_center/dominos_casestudy

http://play.buto.tv/FB7HJ

http://www.rackspace.com/knowledge_center/search/site/vevo

http://www.youtube.com/watch?v=KhX6XqzCIqQ

http://www.rackspace.com/knowledge_center/search/site/lighthouse

http://www.nicholasgcarr.com/bigswitch/

http://www.cloudonomics.com/

http://www.cloudonomics.com/

http://www.cloudability.com/

http://gigaom.com/

http://www.gartner.com/

http://www.forrester.com/

http://www.idc.com/

http://www.rackspace.com/blog/rackspace-named-2012-microsoft-hosting-partner-of-the-year/

http://www.rackspace.com/knowledge_center/


Q & A

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THANK YOU Rackspace Advisory Services

Phone: 1-800-440-1249

Email : [email protected]

Website: rackspace.com/Advisory Services

enterprise cloud forum: turning big data into big dollars

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