Turning Your Data Lake into Measurable Business Value

Confidential © 2014 Actian Corporation1
Turning Your Big Data Lake Into
Measurable Business Value
Accelerating Big Data 2.0
John Santaferraro, Vice President, Marketing at Actian
Jim Walker, Director, Product Marketing at Hortonworks
May 20, 2014

Jim Walker
Director of Product Marketing
Hortonworks
@jaymce
John Santaferraro
VP of Solutions & Product Marketing
Actian
@santaferraro
Presenters

“In an on-demand world, consumers will judge brands by
their ability to deliver heighted experiences –
interactions, literally anywhere – that offer high levels of
value and are radically customized and easy to access
along the customer decision journey.”
McKinsey Quarterly, 2013
The Marketing Manifesto for the Digital World
Engage
Customers
Create
Conversations
Transform Brand
Experiences

Big Data Creates Significant Opportunities for You
Personalized Experiences
• Ad, offer, & content optimization
• Location-based content
• Pricing optimization by segment
Better Decision-Making
• True marketing ROI
• Predictive modeling
• Holistic campaign planning
• Profitability by affinity groups
Deep Audience Analysis
• Hyper-segmentation
• Full customer 360°
understanding
• Buying signal analysis
• Customer lifetime value More Effective Spend
• Omni-channel attribution
• Real-time ad & promo optimization
• Media mix optimization
• Brand monitoring

Big Data Creates $Billion Opportunities for You
Capture Share
Higher Returns
Higher Profits
Risk
14%
Advanced marketing
mix analysis delivers
higher profits
$226B
Retail Purchases
Online
$200B
15-20% improvement in
return on overall
marketing spend
2017
Year when CMO spend
On IT surpasses CIO

© Hortonworks Inc. 2011 – 2014. All Rights Reserved
Jim Walker
Director, Product Marketing – Hortonworks
Jim is a developer turned marketer with over twenty years experience building
products and developing emerging technologies. During his career, he has brought
multiple products to market in a variety of fields, including data loss prevention,
master data management and now big data. At Hortonworks, Jim is focused on
accelerating the development and adoption of Apache Hadoop.

Transformational ValueData Explosion
?
Actian Analytics PlatformTM
Analyze ActConnect
Customer
Delight
Competitive
Advantage
World-Class Risk
Management
Disruptive New
Business Models
Turning Digital Data into Transformational Value
Discovery without limitations
Low latency at any scale
Reactive to predictive
Static to dynamic flow
Segment of 1
Best in Class Usage
Design-time & run-time optimization
Linear parallelism
Rich analytics DNA
Pipeline architecture
Affordable unlimited scale
Best in Class Capabilities

1. Visual Framework for connecting, blending, & enriching
data, data science discovery, building and testing
predictive models
7 Ingredients Added to Hadoop to Create Value
Connect Blend & Enrich Discover Build & Test Models

1. Visual Framework: connecting, blending, & enriching data, data science discovery,
building and testing predictive models
2. 1500 KNIME Operators + R analytics running in parallel
on HDFS + Hadoop = The Open Source Trifecta
Gartner Magic
Quadrant for
Advanced Analytics
Platforms
Source: Gartner (February 2014)

Complete End-to-End Analytics on Hadoop
Source: 2013 Rexer Analytics Survey

2. 1500 KNIME Operators + R analytics running in parallel on HDFS + Hadoop = The
Open Source Trifecta
3. High-Performance, YARN-based data processing engine
running on HDFS

High Performance, Parallelized Processing
on HDFS Without Any Programming
Actian Analytics Platform
Hadoop – Leader Node
Optimized, On-HDFS Processing
Query Pipelining
CPU Pipelining
Reuse and share all
components from
operators to
workflows
Optimize
Choose from five sets
of operators:
Connections
Transformation
Data Quality
Analytics
Data Science
Automatically detect
resources, plan
optimal utilization,
and parallelize all
workloads on Hadoop
Use dual pipeline
parallelism to
accelerate
performance 30X
Run fully optimized
processing directly on
the Hadoop node via
YARN
Take processing to
where the data lives,
runs natively on
Hortonworks
Visual Framework
Manage the entire
analytic process in a
visual framework with
no coding required.
≠ ☼ ≡ ∞ ∆ ∑ √ ≈ ∑ = ? # ~ ‰

3. High-Performance, YARN-based data processing engine running on HDFS
4. High-Performance, vector processing engine as the
pattern for SQL on Hadoop

The Story of X100 - Vector
Peter Boncz
Performance
X100 Drives Stinger and Impala Aspirations!

4. High-Performance, vector processing engine as the pattern for SQL on Hadoop
5. Extreme-Performance, super-low latency, massively
parallel analytics engine

Libraries of Analytics
MassivelyParallel
Integration
Hadoop
Sophisticated,
Low Latency
Analytics in
Database
Connections for Any Data
Enterprise Data
Machine Data
Social Data
Business
Processes
Users
Machines
Applications
Data Warehouse
Real-Time
AnalyticServices
Visual Framework for Data and Analytic Workflows
SaaS Data
Actian Analytics Platform:
Next Generation Big Data Analytics
Amazon
Redshift
High
Performance
Data Science
Natively on
Hadoop

1. Visual Framework: connecting, blending, & enriching data, data science
discovery, building and testing predictive models
2. 1500 KNIME Operators + R analytics running in parallel on HDFS + Hadoop
= The Open Source Trifecta
4. High-Performance, vector processing engine as the pattern for SQL on
Hadoop
5. Extreme-Performance, super-low latency, massively parallel analytics
engine
6. Blueprints to accelerate analytics application
development and value creation

Big Data 2.0
Media Mix Modeling Blueprint
IMPACT
FORECAST
ANALYSIS
MARKETING
IMPACT
ANALYSIS
CRMdb
All Relevant
Account Info and
Demographics
CONNECT
BUILD
CUSTOMER
PROFILE
EDWdb
All Relevant Sales
Histories
ANALYZE ACT
MAXIMIZE
REVENUE
FROM
MARKETING
SENTIMENT
AND
CONTENT
ANALYSIS
AGGREGATE
SALES
DATA
Hadoop
Logs
Detailed ePOS
Receipts
SKU LEVEL
SALES DATA
BY GEO
JOIN
DERIVE
AGGREGATE
PREPARE
EDWdb
Marketing Vehicle
Details
CAPTURE
MARKETING
VEHICLES
MARKETING
MIX SALES
CONTRIBUTION
YEARLY CHANGE
REPORT
SALES
VOLUME,
EFFECTIVENES
S, EFFICIENCY
AND ROI
REPORT
NEW MEDIA
MIX
OPTIMIZATION
MINIMIZE
MARKETING
SPEND TO
REVENUE
RATIO
Hadoop
Text Files
Campaign Response
Notes
PREPARE
FOR TEXT
ANALYTICS
CUSTOMER
MATCH
WITH
CAMPAIGNS
VEHICLE
RESULTS
AT GEO,
STORE, SKU
AND
CUSTOMER
LEVEL

1. Visual Framework: connecting, blending, & enriching data, data science
discovery, building and testing predictive models
2. 1500 KNIME Operators + R analytics running in parallel on HDFS + Hadoop
= The Open Source Trifecta
4. High-Performance, vector processing engine as the pattern for SQL on
Hadoop
5. Extreme-Performance, super-low latency, massively parallel analytics
engine
6. Blueprints to accelerate analytics application development and value
creation
7. ??????

 Stay tuned for the announcement on June 3, 2014 at the
Hortonworks Hadoop Summit in San Jose, California!
 Join us for the webinar announcing “the seventh
ingredient” on Tuesday, June 17, 2014
The Seventh Ingredient Adds Perfection

Libraries of Analytics
MassivelyParallel
Integration
Hadoop
Extreme
Performance,
Low Latency
Analytics in
Database
Connections for Any Data
Enterprise Data
Machine Data
Social Data
Business
Processes
Users
Machines
Applications
Data Warehouse
Real-Time
AnalyticServices
Visual Framework for Data and Analytic Workflows
SaaS Data
Questions and Answers
Amazon
Redshift

Jim Walker
Director of Product Marketing
Hortonworks
jim@hortonworks.com
www.hortonworks.com
John Santaferraro
VP of Solutions & Product Marketing
Actian
john.Santaferraro@actian.com
www.actian.com
Thank You!

Turning Your Data Lake into Measurable Business Value

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Turning Your Data Lake into Measurable Business Value