Exclusive Verizon Employee Webinar: Getting More From Your CDR Data

Verizon & Big Data:
Getting More from CDR Data
© 2013, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555
The program will begin shortly.
Please listen to the webinar with your computer speakers turned on.
John Michael Brack, Manager - Northeast Region, Pentaho
Bo Borland, Head of System Engineers, Pentaho

Agenda
•  Project Profile
•  Pentaho Overview
•  Big Wireless Analytics
•  Call Detail Records (CDR) dashboard and analysis
•  Retail Sales Reporting, IR, Mobile and Analysis
•  DW Optimization
•  Rescuing CDR data from tape archive with Hadoop
•  Pentaho for Hadoop (ingestion, map reduce, orchestration, analysis)
2© 2013, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555

Verizon Project Profile
Audience:
Business, Executives, Management, IT, Architects
Company:
Verizon Communications Inc. was founded in 1983 and is based in New York, New York and
has over 180,000 associates and 115 B in revenue. Verizon Communications Inc., through its
subsidiaries, provides communications, information and entertainment products and services to
consumers, businesses, and governmental agencies worldwide. Its Verizon Wireless segment
offers access to various wireless voice and data services comprising Internet access through
smart phones and basic phones, and notebook computers and tablets; messaging services,
which enable customers to send and receive text, picture, and video messages; and consumer-
focused and business-focused multimedia applications. .
Goals:
•  Self Service Business Analytics
•  Better TCO
•  Data Integration
•  Self Service Powerful Reporting
•  Usability and connectivity
•  Self Service Dashboards
•  Time to Market
•  Access to Big Data and Analytical DB

A modern, unified embeddable platform built for the future of analytics,
including big data and cloud-ready analytics
CENTRAL ADMINISTRATION, AUDITING & MONITORING
DELIVER
When & Where
Users Need It
STREAMLINE
Information Delivery
VISUALIZE
& Report Information
In Any Style
ACCESS
All Enterprise
Data Sources
ISV & Packaged
Applications
SaaS / Cloud
Applications
EMBEDDED
Web
Mobile
Print
E-Mail
STANDALONE
‣  Advanced &
Predictive Analytics
DATA MINING
‣  Interactive
‣  Operational
‣  Enterprise
REPORTING
‣  Ad hoc Exploration
‣  Multi-Dimensional
ANALYSIS
‣  Interactive Metrics
‣  Rich Visualizations
DASHBOARDS
ERP / CRM /
Enterprise Apps
(e.g. SAP, Oracle)
Hadoop &
NoSQL Data
Unstructured &
semi-structured
(XML, Excel, Files, etc.)
Relational
Data Sources
Cloud
(e.g. Salesforce,
Amazon, Dell)
‣  Direct
Access
‣  Data Integration
‣  Hadoop
Clustering
‣  Graphical
ETL Designer
‣  Enterprise
Scalability
INTEGRATE,
CLEANSE,
& ENRICH DATA
‣  In Memory
Caching
‣  High
Performance
‣  Relational
OLAP Cubes
METADATA
LAYER

Over 1500 Customers Across All Industries
Skype – Sales & financial reporting with plans to analyze
user stats to improve performance monitoring.
Comcast – Data integration for “single version of the truth”
and new BI initiative to enable self service reporting/analytics
for business analysts.
Nuance – Use Pentaho to join and transform data from mobile
device usage logs to perform complex data analysis.
Bell Canada – Optimize project and consulting resources by
being able to view all project activity across multiple
teams (and acquisitions –all different data sources).

Pentaho for Hadoop
Large Financial Institution
6
Why Pentaho
•  Ability to load disparate data sources into
HDFS and Hbase
•  Ability to load post-processed data into
DB2
•  Ability to interface with caching and
message queue technologies via customer-
specific Java libraries
Business Challenge
To gain competitive advantage through intraday balance reporting for commercial customers.
Pentaho Benefits
•  Lowers technical barriers by providing an easy to use ETL
environment for designing MapReduce jobs without having
to write code
•  Provides a graphical orchestration environment for
Hadoop, HBase and DB2 data integration workloads
•  Processes Client, Account, Reference, Transaction and
Balance information at the lowest level of granularity
possible

Forrester Enterprise Hadoop Solutions Wave
Highest-Scored Analytics Vendor

Pentaho BIG Data & Data Integration
Walkthrough
Bo Borland
Head of System Engineers

Pentaho Platform Design Drivers
1.  Big data is changing the world
2.  Open systems are more innovative
3.  Subscriptions models reduce cost and risk
4.  Simplicity empowers the masses
5.  Pluggable java architectures enables flexibility and
competitive advantage
6.  Enterprise-wide integration reduce cost and complexity
7.  Predictive technologies are next big thing in analytics
9

Big Wireless

3
Calling
Plans
•  Nationwide
•  PAYG
•  Prepaid 50
2
Business
Units
•  B2B
•  B2C
7
Retail
Stores
7
Product
Lines
3
Websites
Big Wireless– Wireless Carrier
•  San Francisco
•  Boston
•  NYC
•  Paris
•  Tokyo
•  Sydney
•  London
•  Smartphones
•  Home Phones
•  Wifi Devices
•  Modems
•  Notebooks
•  Tablets
•  Accessories
•  Ecommerce Site
•  Reseller Portal
•  Manufacturer Portal
Store Managers
Executives & Product
Managers
Operations and Store
Employees
Marketing & Customer
Support
B2B Sales Organization
Databases
Call Detail
Records
Retail Sales
Website
Clickstream
Website
User Registration

2013 Performance Goals
12
Increase subscription revenue
Improve store profitability
Eliminate inventory stock outs
Leverage big data to maximize profits
Profile and target profitable customers
Improve supply chain visibility for partners

2013 Performance Goals
13
Goals Objectives Enablers
Increase
subscription
revenue
Analyze call data to upsell PAYG
customers to subscriptions
Improve store
profitability
Hold store managers accountable by
pushing store income statements to
email
Eliminate inventory
stock outs
Empower store employees with iPads
and real-time inventory reports
Profile and target
profitable
customers
Profile mobile plan customers with
high average call duration
Leverage big data
to maximize profits
Analyze e-commerce clickstream data
in MongoDB to profile purchasing
users and predict users propensity to
purchase.
Improve supply
chain visibility for
partners
Give phone manufacturers and
resellers web access to secure sales
reports

3
Calling
Plans
•  Nationwide
•  PAYG
•  Prepaid 50
2
Business
Units
•  B2B
•  B2C
7
Retail
Stores
7
Product
Lines
3
Websites
Enterprise-Wide Analytics
10
Resellers
10
Phone
Manf
Red River Mobile
•  San Francisco
•  Boston
•  NYC
•  Paris
•  Tokyo
•  Sydney
•  London
•  Smartphones
•  Home Phones
•  Wifi Devices
•  Modems
•  Notebooks
•  Tablets
•  Accessories
•  Ecommerce Site
•  Reseller Portal
•  Manufacturer Portal
EXTERNAL INTERNAL
IFrame Integration
Custom Widget
Embedding

Big Data

Mobile Network Provider
Call Detail Records (CDR)
•  Mobile networks generate vast amounts of daily call data
•  CDR tracks every voice, SMS, or location service
•  2 years of detailed CDR records in DW
•  Archived to tape after 2 years
Data Sources Data Warehouse Architecture
Data Warehouse
(Master & Transactional Data)
ERP
CRM
CDR
Analytic
Data Mart(s)
Analytic
Data Mart(s)
Analytic
Data Mart(s)
Tape
Archive

Current Data Warehouse Architecture
Data Sources Data Warehouse Architecture
Data Warehouse
ERP
CRM
CDR
Analytic
Data Mart(s)
Analytic
Data Mart(s)
Analytic
Data Mart(s)
Tape
Archive
With Current EDW Architecture With Hadoop
EDW stores only 2 years of data à Hadoop active archive for all history
Infrastructure at capacity à Frees EDW capacity for high value data
Expensive to scale à Lowers cost and inexpensive to scale
ETL process complex and slow à Streamlined ingestion of raw data
Only analyze 2 years of data à Analyze 10 years of data

Data Warehouse Optimization
Data Sources Big Data Architecture
Data Warehouse
ERP
CRM
CDR
Analytic
Data Mart(s)
Analytic
Data Mart(s)
Analytic
Data Mart(s)
Logs
Logs
Other Data
Raw Data
Parsed Data
Analytic Datasets
Master Data
Tape
Archive

ORCHESTRATE
ERP DW
Processing
CRM
Pig, Oozie, Flume, Hive,
Hbase, Sqoop
Raw Data
Parsed Data
Analytic Datasets
Pentaho Analytics for Hadoop
© 2013, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 19
Master Data
Analysis &
Reporting
A
N
A
L
Y
Z
E
Unstructured
Data
Structured
Data
I
N
G
E
S
T
Ingestion
VISUAL MAP REDUCE
Data Integration Analytics

Raw Data
Ingest Raw and Master Data
Master Data
Unstructured
Data
Structured
Data
I
N
G
E
S
T
Ingestion

Processing
Raw Data
Parsed Data
Analytic Datasets
Visual Map Reduce
Master Data
VISUAL MAP REDUCE
1.  Map Reduce Input – calling data
2.  Calculate Month, Day, Day of Week
3.  Extract 3 digit area code
4.  Lookup geo master data in HDFS
5.  Filter for weekend and US only calls
6.  Create “Value” field for Key-Value Pair
7.  Create “Key “ field for Key-Value Pair
8.  Map Reduce Output – Key-Value Pair
Java
Programing

Data Agnostic & Data Orchestration
Pentaho Data Integration

Parsed Data
Analytic Datasets
Hadoop Data Analysis
Analysis
A
N
A
L
Y
Z
E
•  Analyze 10 years of call data by
geography, time zone for US only calls
made on the weekend.
–  Understand annual growth rates
–  Which geographies are driving highest
call volume growth rates?

ORCHESTRATE
Raw Data
Parsed Data
Analytic Datasets
Pentaho Big Data Demonstration
Master Data
A
N
A
L
Y
Z
E
I
N
G
E
S
T
VISUAL MAP REDUCE
Ingest CDR data
into Hadoop1
Execute Map Reduce
to enrich CDR data2
Create and load a Hive
table with the map
reduce results3
Analyze 10 years
of call data 4

25
Thank You
Join the conversation. You can find us on:
blog.pentaho.com
@Pentaho
Facebook.com/Pentaho
Pentaho Business Analytics

Exclusive Verizon Employee Webinar: Getting More From Your CDR Data

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Exclusive Verizon Employee Webinar: Getting More From Your CDR Data