It seems that everyone is talking about Big Data these days. As the Industrial Internet evolves and continues to feed the Big Data machine, companies are finding it more and more critical to develop strategies for turning data into information and information in intelligence. There’s certainly not a shortage of technologies in the marketplace to start playing with the petabytes of data coming from within and outside of the enterprise. This is the powerpoint presentation used by our guest speaker Barbara (Barb) Kruetzkamp, IT Leader in Data Management at GE Aviation, to discuss approaches and frameworks to enhance business intelligence capabilities by linking industrial and enterprise (internal) data. We also compared traditional vs. transformational IT execution models, and how to put data first. Barb was born and raised in Cincinnati, Ohio. She attended Thomas More College in Kentucky, graduating with a B.A. in Computer Science and Business Administration. She built technical depth leading infrastructure architecture, then as a Chief Enterprise Architect at GE Corporate. Barb returned to GE Aviation in 2014 to lead the master data management initiative. Barb enjoys volunteering with the developmentally disabled, STEM and high school band students. She also likes to cook, jazzercise, and travel abroad. Her 3 kids keep life active and fun.

1. Imagination at work
BDPA Speaker Series
Data, Friend or Foe?
November 18, 2015
Barb Kruetzkamp
IT Digital Master Data Leader

2. Providing our aviation
customers with the most
technologically advanced &
productive engines, systems
& services for their success
Leading globally in power
generation & water
technologies
GE Business Portfolio
Revenue: $27.6B
Profit: $5.4B
Pushing the boundaries of
technology in oil & gas to
bring energy to the world
Enabling utilities and industry
to efficiently manage
electricity from the point of
generation to the point of
consumption
Revenue: $18.7B
Profit: $2.6B
Revenue: $7.3B
Profit: $0.2B
Revenue: $24.0B
Profit: $5.0B
Developing transformational
medical technologies &
services that are shaping a
new age of patient care
Being a global technology
leader & supplier to the
railroad, mining, marine,
stationary power & drilling
industries
Answering real-life needs,
defining trends & simplifying
routines. Leading a global
lighting revolution to deliver
innovative solutions
Investing financial, human &
intellectual capital to help our
customers build their
businesses
Revenue: $18.3B
Profit: $3.0B
Revenue: $5.7B
Profit: $1.1B
Revenue: $8.4B
Profit: $0.4B
Source: 2014 GE Annual Report

3. Powering the world’s airline fleets
Every 2 SECONDS, an aircraft with
GE engine technology is taking off
somewhere in the world
At any given moment, MORE THAN
2,200 of these aircraft are in-flight,
carrying between 50 and 500
passengers
That's MORE THAN 300,000
people... right now... who are
depending on our engines
*CFM International is a 50/50 JV between GE and Safran
EA is a 50/50 JV between GE and PW
This is GE Aviation 3
Engine fleet: 41,000

4. GE Business Expansion
In Flight:
Snapshot
On Ground:
Flight Recorder
Environmental
& Shop Data
Rapid Data Forensics
MyGEAviation
External
Internal
Data Lake
Products Services
Sept ‘15 creation of GE Digital
Digital
+ +
GE Digital

5. 5 /
GE /
December 3, 2015
Determine altitude & cruising speed for optimal fuel burn
Proactively order parts & stock parts for shop maintenance
Obtain statistics on engine performance to predict & plan shop visits
Industrial Internet for Aviation

6. Asset Aircraft Airline Network
$32B
Estimated Impact of
Delays and Cancellations
Turning data into solutions
through integration of
technologies and operations.
Using big data analytics and
expertise to improve the business
of flight by reducing operating
costs.
Predict + Prevent + Recover = Profit
Asset
Management
+ Analytics +
Experience
Value for GE and our customers
GE advantage…decades of machine analytics experience

7. Predictive
Analytics
Fleet Events
Service
Bulletins
Tech Pubs
R&D Sales Manufacturing Support Service
Design
Configuration
Perf Specs
Configuration
Test Results
Contract
Terms
Warrantees
Guarantees
Shop Visits
Repairs
Service
Contracts
Enterprise Data
Machine Data
Master Data Mgmt
Owner Operator Contract
Engine Serial #
Tail
Position
Linking Industrial & Enterprise Data
MDM links machine (engine) and enterprise
data
Engine performance data is tracked by
aircraft tail number and engine position
MDM ties the position to the Engine Serial
Number, engine history, owner and operator

8. Landscape
Storage
We capture 1TB of data
per flight hour
• 6,921 network circuits
We move the equivalent
of the
U.S. Library of
Congress… every day!
Network
We have several
identifiers for the same
data
IT Landscape
Engine fleet expansion….50K engines operating by 2020
Application portfolio reducing…100 pillar apps by 2020
Storage costs per GB reducing (i.e. Hadoop)`
• 22,865 servers
• 17 Petabytes of storage
across GE
1 Million stacks of
paper as high as the
Eifel Tower
Opportunities
Data KeysApplications
We have 800
applications across
GE Aviation
All created in “silos”,
with thousands of
integrations
DUNS #
Siebel URI
ICAO
OAR Code
IATA
Each application was built
with Unique data that
doesn’t match others
• Significant manual data
aggregation to match
data

9. 99
Time for breakthrough approaches…

10. Architecture & Data Strategy
10
Pillar Apps
BI Tools
Machine Data
Industry (External) Data
Master Data
Data Lake Data Alignment
Copy everything to one
place & reap benefits
Cleanse & link the data
across the enterprise

11. 11
GE90 GE90 GE90
-100 -100B1
-100B
-110B1L
-115BL
1| Understand Data Definitions
Myth: Single version of Truth
Reality: Variations of truth, all correct
Engine Family
Engine Model
Fleet
Support
Pre-NPI
Engine Sales
Post Production
Customer Designation
Post Production
FAA Engine Certification
Example: Engine Hierarchy
External

12. 12
GE Aviation
12/3/2015
Standardize CustomerCustomerCustomerCustomer
CC
Portal
SingleSingleSingleSingle
point ofpoint ofpoint ofpoint of
entryentryentryentry
FlowdownFlowdownFlowdownFlowdown
Rationalize AssetsAssetsAssetsAssets
IFS
MultipleMultipleMultipleMultiple
points ofpoints ofpoints ofpoints of
entryentryentryentry
One VersionOne VersionOne VersionOne Version
of Truthof Truthof Truthof Truth
Diagn.
Ascend
Flight
Aware
Centralize ContractContractContractContract
KYC
Validated
Customers
Sales
Commercial
Shops
Receivables
Analytics;
Customer
360
MDM
SFDC
IFS
DO
• Establish source(s) of
contract data
• Contract to Asset
Relationships
• Contract Terms
• New Business Opportunity
• Find “Double Dip” Discounts
• Customer Account Management
based on contract terms
ESN
Tail
Operator
Monitor
Owner
3rd Party
Aggregation
Rules
OAR
ERPs
WorkWorkWorkWork
Backwards.Backwards.Backwards.Backwards.
Data LoadData LoadData LoadData Load
beforebeforebeforebefore
AutomationAutomationAutomationAutomation
One Version of Customer flows to all Aviation Apps
Track Most Current Asset Relationship
Consolidate Data to Find Sources & Owners
2| Design an Entity Strategy

13. 1313
Usage Based Data Governance
Get the data “right enough” for its use
Subject Usage Data Cleanliness
Engine Configuration / BOM Predictive Analytics to prevent
in flight shutdown
Flawless
Asset-> Customer
relationship
Customer sees their engines
in GE Portal
Close to perfect – lose
credibility
Centralized Contract Header Find opportunity for new
business
Directionally correct with
gaps
Be realistic
Legacy apps won’t change primary keys…..use cross-references
Masking bad data doesn’t fix it….bring it in “dirty” and focus on fixing sources

14. 1414
3| Align Legacy Data
Chromalloy
Chromalloy
Chromalloy
Thailand
1720 NATIONAL BLVD
MIDWEST CITY, OK US
Branch/Physical
DUNS
Chromalloy
Holland BV
Chromalloy
Isreal LTD
Chromalloy
Component Services
Chromalloy
Gas Turbine LLC
Chromalloy
Mat’l Solutions LLC
Chromalloy
San Diego
30 DART ROAD
NENAN, GA US
Legal
DUNS
Aviation
Applications
Global
Ultimate
ACSC AMPS ATI Caledon
Corp
MDM
CM DM FDW GEAM GEASO IFS JDE KYC McAllen OAR Siebel Strother Wales W-CApp
Record
Count 67 68 69 67 72 70 67 67 0 69 0 0 72 69 69 4 670 0
Align legacy data. Create new data once and flow down.
MDM
Build legacy cross-references in MDM to enable data roll-up
SIRIUSSTRAAT 55
TILBURG
NOORD-BRABANT
5015 BT NL
630 ANCHORS ST NW
FT. WALTON BEACH,
FL 32548 US
25 M00 5 BUNGKHAM
PROI
BANGKOK 12150 TH
Legacy:
• 897 customer records were created.
• 825 are duplicate entries

15. 15
GE Title or job number
12/3/2015
4| Capture Changes to Data
Business Process MappingBusiness Process MappingBusiness Process MappingBusiness Process Mapping
Identify where master data and data relationships will change
Map business processes and identify interdependencies
Then find applications that provide source of information

16. 16
Traditional Model: Software Development Life Cycle
Result: Long lead times, a lot of money, and the data is still incomplete.
5| Change the Application Development Cycle
ETL Load
ETL Fixes
Siebel
Salesforce.com
Fleet Support
Produce
Accounts Receivable
Customer Portals
BI Reporting
ERPs
Consume
Clean
?
Load
Reject
MDM
421 3
5
Identify Source Systems
Build integrations
Load only good data
Consume

17. 17
ETL Load
ETL Fixes
Siebel
Salesforce.com
Fleet Support
Produce
Accounts Receivable
Customer Portals
BI Reporting
ERPs
Identify Source Systems
Build integrations
Load only good data
Consume
Consume
Clean
?
Load
Reject
MDM
421 3
5
Traditional Model: Software Development Life Cycle
Learn from data before building integrations
New Model: Load & Learn
Focus on OUTCOMES
Consume data before
building integrations
Learn and build it once
Load ALL data. Merge
good data.
Siebel
Salesforce.com
Fleet Support
ERPs
Identify
Sources
Find
Accounts Receivable
Customer Portals
BI Reporting
Prove
Load
314 2
Load
Build integrations5
MDM
5| Change the Application Development Cycle

18. 1818
6| Organization Structure & Roles
Business
Functions
Information
Technology
Business
• Owns processes
• Owns rules
• Owns data
IT
• Owns infrastructure
• Develops software
• Applies governance
Traditional Model:
Business Owns Data,
IT Owns Technology
Misinterpretation & rework
New Model:
Blended Roles
Shared process design
Shared technology development
Shared data management
Learning leads to perfection

19. 19
GE Aviation
12/3/2015
Business Owns Data,
IT Owns Technology Blended Roles.
IT Learns from Data
Golden Record:
One Version of Truth
Golden Record:
Multiple Versions, Related
Reject Bad Data.
Load only Good Data
Load all data.
Present defects as use
cases, then fix.
Start with Source Systems
Load Data, Learn,
then build integrations
Summary….Operate Differently
Industry Model GE Model

20. Imagination at work.
Outcome
Imagination at work. This is GE Aviation 20

21. 21
GE Aviation
12/3/2015
MDM Use Case
Tail #
and Engine position
ESN
Flight PerformanceFlight PerformanceFlight PerformanceFlight Performance
Owner Diagnostics
Moniitor
Operator
Contracts
Engine Model, Family, Series Are any other engines havingAre any other engines havingAre any other engines havingAre any other engines having
same behavior?same behavior?same behavior?same behavior?
Are there any engine partAre there any engine partAre there any engine partAre there any engine part
similarities?similarities?similarities?similarities?
Asset Configuration
What is recent engine(s)’ activity ?What is recent engine(s)’ activity ?What is recent engine(s)’ activity ?What is recent engine(s)’ activity ?
- Shop visit or repairsShop visit or repairsShop visit or repairsShop visit or repairs
- On Wing SupportOn Wing SupportOn Wing SupportOn Wing Support
- Recent incidents/casesRecent incidents/casesRecent incidents/casesRecent incidents/cases
What engines are under contractWhat engines are under contractWhat engines are under contractWhat engines are under contract
(Financial Impact)?(Financial Impact)?(Financial Impact)?(Financial Impact)?
Engine performance issue requiring service bulletin for repair during next shop visit
Not critical issue, but need to know what other engines are impacted
GE funding change, so need to know financial impact

22. 22
How are you thinking about Big Data?