@ratzesberger

SENTIENT ENTERPRISE OLIVER RATZESBERGER | Teradata

MOHAN SAWHNEY | Kellogg School of Management

@ratzesberger

400,000 LAUNCH DAY DOWNLOADS

@ratzesberger

REAL TIME INTERACTION

@ratzesberger

SELF SERVICE EVERYTHING

Data Graphic: d3js.org

@ratzesberger

Putting out fires?

Data Anarchy?

Humans Direct Data?

Sifting through

data?

@ratzesberger

18 MONTHS

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

ENTERPRISE DATA WAREHOUSE—EDW

@ratzesberger

EDW MARCH 2014

ACTIVE CUSTOMERS:

MARCH 2014

ACTIVE CUSTOMERS:

CMO

CFO

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

@ratzesberger

FIVE STAGES TOWARDS

SENTIENT ENTERPRISE

2

3

1

FIVE STAGES

5

4

@ratzesberger

@ratzesberger

EDW

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

DATA MART

@ratzesberger

EDW

VDM VDM

VDM

VDM

VDM

VDM

VDM

VDM

VDM

VDM

VDM

VDM

VDM

AGILE DATA WAREHOUSE

@ratzesberger

5

USERS

LAYERED DATA ARCHITECTURE

DATALAB Virtual Sandboxes & Prototypes

PRESENTATION Application Specific Views

AGGREGATIONAL BU Specific Rollups

CALCULATION Key Performance Indicators

INTEGRATION Integrated Model at Lowest Granularity

STAGING 1:1 Source Systems

4

3

2

1

0

BUSINESS ANALYSTS

POWER USERS

DATA SCIENTISTS

USER OWNED

ATOMIC DATA

USER OWNED

ATOMIC DATA

BUSINESS RULES

BUSINESS RULES

@ratzesberger

2

3

1

FIVE STAGES

The Agile Data Warehouse

moves traditional central DW structures to a balanced decentralized framework built for agility.

5

4

@ratzesberger

2

3

FIVE STAGES

1

5

4

@ratzesberger

TRANSACTIONAL DATA

@ratzesberger

BEHAVIORAL DATA

@ratzesberger

BEHAVIORAL PATTERNS

BEHAVIORAL DATA

@ratzesberger

MARCH

VISIT

APRIL PURCHASE

MAY

JUNE

CALL

EMAIL VISIT

JULY

PURCHASE

@ratzesberger

MARCH

VISIT

APRIL PURCHASE

MAY

JUNE

CALL

EMAIL VISIT

JULY

PURCHASE

BEHAVIOR

@ratzesberger

BEHAVIOR

BEHAVIOR

BEHAVIOR

BEHAVIOR

BEHAVIOR

BEHAVIOR

BEHAVIOR

BEHAVIOR

VDM

VDM

VDM

VDM

VDM

VDM

@ratzesberger

2

3

FIVE STAGES

1

5

4

From Transactional to Behavioral Data. Value comes from behaviors rather than transactions

@ratzesberger

EDIT:

3

FIVE STAGES

1

2

5

4

3

@ratzesberger

BEHAVIOR

BEHAVIOR

BEHAVIOR

BEHAVIOR

VDM

VDM

VDM

BEHAVIOR

BEHAVIOR

VDM

BEHAVIOR

@ratzesberger

@ratzesberger

SHARE

LIKE

SEARCH

DESIGN

INTERACT

ANALYZE

COLLABORATE

@ratzesberger

FIVE STAGES

1

5

4

LinkedIn for Analytics. From centralized Metadata to Crowd Sourced

Collaboration. Social interactions

connect the data within the enterprise

3

2

@ratzesberger

FIVE STAGES

1

2

3

5

4

@ratzesberger

@ratzesberger

EDW

A

A

A

APP

APP

APP

A

A

A

APP

APP

APP

@ratzesberger

SYSTEMS

DATA DATA

VDM VDM

VDM

VDM

VDM

VDM

VDM

VDM

DATA LISTENING

@ratzesberger

FIVE STAGES

1

2

3

Analytical Apps. From static applications and ETL to agile Self Service Apps.

From Extraction of Data to Enterprise Listening.

5

4

@ratzesberger

5

FIVE STAGES

1

2

3

4

@ratzesberger

OF TIME IS SPENT SIFTING THROUGH DATA

@ratzesberger

OF TIME IS SPENT SIFTING THROUGH DATA

OF TIME IS SPENT ON

DECISION MAKING

@ratzesberger

AUTOMATED CARS

Photo: commons.wikimedia.org

@ratzesberger

AUTOMATED TRADING

@ratzesberger

SHARE

SEARCH

DESIGN

INTERACT

ANALYZE

KNOW

IDENTIFY

DISCOVER

A COMPANY AS A SINGLE ORGANISM

@ratzesberger

FIVE STAGES

1

2

3

Predictive Technologies and Algorithms. From focusing

only 10% of time on decision making and 90% of sifting through data to 90% of decision making with the help of automated algorithms.

5

4

@ratzesberger

The Agile Data Warehouse

moves traditional central DW

structures to a balanced

decentralized framework

built for agility.

2

3

1

SHIFTS OF THE

FIVE STAGES

5

4

Analytical Apps. From static

applications and ETL to agile Self

Service Apps.

From Extraction of Data to

Enterprise Listening.

LinkedIn for Analytics. From

centralized Metadata to

Crowd Sourced

Collaboration. Social

interactions connect the

data within the enterprise From Transactional to

Behavioral Data. Value

comes from behaviors rather

than transactions

Predictive Technologies and

Algorithms. From focusing only

10% of time on decision

making and 90% of sifting

through data to 90% of

decision making with the help

of automated algorithms