Big Data Meets Big Analytics Theatre - June 18th, 14:00-14:30 The volume and sources of data are growing at an unprecedented rate, fuelled by a combination of trends including changing consumer behaviour and expectations, pervasive connectivity, the internet of connected things (including vehicle telemetry, media consumption and mobile usage data), ubiquitous sensors (including video and mature digital voice services) and the emergence of social media and influence networks. The analytic innovations that can harness this data explosion to create new value range from the traditional 'descriptive and predictive', to prescriptive and the emerging field of cognitive; we will talk about the capabilities that can unlock the value of this data to create actionable insights that change and direct the future of business. Hear about IBM's latest developments in big data & analytics technology - including Enterprise class Hadoop, streaming analytics and the Watson family - with real-life examples of how organisations are using these to drive transformation in our world today.

1. © 2014 IBM Corporation
Innovations in Big Data & Analytics
Phil Thomas
IBM Big Data & Analytics Architect
philip_thomas@uk.ibm.com

2. © 2014 IBM Corporation
Big Data & Analytics is a journey.
Be proactive
about privacy,
security and
governance
Build a culture
that infuses
analytics
everywhere
Invest in a
big data &
analytics
platform
Imagine It. Realise It. Trust It.

3. © 2014 IBM Corporation
Data at Scale Data in Many Forms Data in Motion Data Uncertainty
Big Data Is All Data
VolumeVolume VarietyVariety VelocityVelocity VeracityVeracity
But Without a Value Target and Case is Simply a Waste
ValueValue
Growth Efficiency Engagement Automation

4. © 2014 IBM Corporation
Analytics and big data includes traditional and new techniques
• Reconcile data sources together
• Query relational warehouses
• Individual transaction records
• Surface data directly from its source
• Query specialized systems
• Data relationships and networks
• Graphs and reports
• Hierarchical navigation
• Managed and adhoc delivery
• Manual analysis and action
• Visualize masses of data
• Context and relationship navigation
• Exploration of what’s important
• Automated action
• Numeric data and text attributes
• Sample based models
• Data analyzed at rest
• Humans interpret patterns
• Linguistic interpretation of meaning
• More accurate models
• Analyze stream data in motion
• Algorithms uncover hidden patterns
User
Interaction
Traditional Analytics + Big Data Analytics
Data
Access
Applied
Analytics
4

5. © 2014 IBM Corporation
New/
Enhanced
Applications
Why did it happen?
Reporting, Analysis, Content Analytics
What did I learn, what’s best?
Cognitive
What is happening?
Exploration & Discovery
What action should I take?
Decision Management
What could happen?
Predictive Analytics & Modelling
Be
More Right,
More Often
Realise It. Invest

6. © 2014 IBM Corporation
IBM Big Data & Analytics Platform
Systems, Security, Storage
IBM Big Data & Analytics Infrastructure
All Data
Reporting, Analysis,
Content Analytics
Cognitive
Exploration
& Discovery
Decision
Management
Predictive Analytics
& Modeling
Information Governance Zone
New/
Enhanced
Applications
Real-time
Analytics
Zone
Exploration,
Landing &
Archive Zone
Information
Ingestion &
Operational
Information
Zone
Enterprise
Warehouse,
Data Mart &
Analytic
Appliance
Zone
Realize It. Invest in a Big Data & Analytics platform.

7. © 2014 IBM Corporation
Unique – fuels journey to Cognitive
Innovative – easy to consume
Complete – enterprise-ready
Fast – start anywhere and grow
Watson Foundations
te cornerstone of our IBM
Big Data & Analytics Portfolio
WATSON FOUNDATIONS
Sales Marketing Finance Operations HRRisk ITFraud
IBM Watson™ and Industry Solutions
SOLUTIONS
CONSULTING AND IMPLEMENTATION SERVICES
BIG DATA & ANALYTICS INFRASTRUCTURE
Decision
Management
Planning &
Forecasting
Discovery &
Exploration
Business Intelligence & Predictive Analytics
Content
Analytics
Information Integration & Governance
Data Mgmt &
Warehouse
Hadoop
System
Stream
Computing
Content
Management
WATSON FOUNDATIONS
Sales Marketing Finance Operations HRRisk ITFraud
IBM Watson™ and Industry Solutions
SOLUTIONS
CONSULTING AND IMPLEMENTATION SERVICES
BIG DATA & ANALYTICS INFRASTRUCTURE
Decision
Management
Planning &
Forecasting
Discovery &
Exploration
Business Intelligence & Predictive AnalyticsBusiness Intelligence & Predictive Analytics
Content
Analytics
Information Integration & Governance
Data Mgmt &
Warehouse
Hadoop
System
Stream
Computing
Content
Management

8. © 2014 IBM Corporation
…Helps me discover fresh insights
Predictive and content analytics to
uncover patterns not yet known
Interactive exploration across all data
…Operates in a timely fashion
Real-time analytics as data flows through an organisation
Enterprise-class Hadoop that runs 4x faster
In-memory computing for speed of thought analytics
…Establishes trust so I can act with confidence
Governance across complete data lifecycle including Hadoop
Security and privacy with compliance
Transparency and context to decision-making process
WATSON FOUNDATIONS
Decision
Management
Planning &
Forecasting
Discovery &
Exploration
Business Intelligence & Predictive Analytics
Content
Analytics
Information Integration & Governance
Data Mgmt &
Warehouse
Hadoop
System
Stream
Computing
Content
Management
WATSON FOUNDATIONS
Decision
Management
Planning &
Forecasting
Discovery &
Exploration
Business Intelligence & Predictive AnalyticsBusiness Intelligence & Predictive Analytics
Content
Analytics
Information Integration & Governance
Data Mgmt &
Warehouse
Hadoop
System
Stream
Computing
Content
Management
Watson Foundations uniquely…

9. © 2014 IBM Corporation
Information Integration & Governance
Exploration,
landing and
archive
Trusted data
Reporting &
interactive
analysis
Deep
analytics &
modeling
Data types Real-time processing & analytics
Transaction and
application data
Machine and
sensor data
Enterprise
content
Social data
Image and video
Third-party data
Operational
systems
Actionable insight
Next generation architecture for delivering information and insights
Decision
management
Predictive analytics
and modeling
Reporting, analysis,
content analytics
Discovery and
exploration

10. © 2014 IBM Corporation
What Differentiates IBM’s Hadoop Offering?
BigInsights brings the power of Hadoop to the Enterprise by providing administration,
discovery, development, security, and best-in-class analytic capabilities.
BigInsights
(Blue Suit
Hadoop)
Pure Open Source
Code
+
Optional Enterprise
Class Extensions
IBM Support
Infrastructure
+=
“Our customers send roughly 35 billion emails every year, and with every email they send, we have more data that we
can analyse and feed back to them to help improve their success. Our work analysing email delivery times has already
given our customers a 15-25% lift in their email campaign performance – and that means more customers in their doors
and increased revenue.”
– Jesse Harriott, Chief Analytics Officer

11. © 2014 IBM Corporation
Streams
BigInsights builds on open source Hadoop capabilities for Enterprise Class Deployments
Watson
Explorer
Cognos
BI
• Accelerators
InfoSphere BigInsights
Open source
based
components
Workload
Management
Security
Development
Environment
Analytics
Extractors and
APIs
Enterprise
capabilities
performance gains* on average
over open source Hadoop
General Parallel
Filesystem
Big R
Open source
base
*. Audited STAC® Report Securities Technology Analysis Center
BigSheets
Watson
Explorer
Watson
Explorer
Cognos
BI
Watson
Explorer
Cognos
BI
Watson
Explorer
BigSheetsBigSheets
Streams
BigSheets
Streams
BigSheets
Streams
BigSheets
Streams Watson
Explorer
Watson
Explorer
Watson
Explorer
Watson
Explorer
Watson
Explorer
StreamsStreams Watson
Explorer
Streams
BigSheetsBigSheets Cognos
BI
BigSheets Cognos
BI

12. © 2014 IBM Corporation
Big SQL 3.0: Native SQL Query Access for Hadoop
Big SQL EngineBig SQL Engine
BigInsights
Data Sources
SQL
Hive Tables HBase tables CSV Files
Application
JDBC / ODBC Server
JDBC / ODBC Driver
Native SQL Access to data stored in
BigInsights
Rich SQL support (ANSI, IBM, Oracle,
Teradata)
IBM Optimiser, Compiler and Runtime
ported to Hadoop
Native Hadoop data formats
High performance, highly scalable
Federated query
Granular row / column security
Get the technical white paper at
https://ibm.biz/BdRWsK

13. © 2014 IBM Corporation
Big Data Exploration
Quick time to value for big data
discovery & exploration
•Locate and understand existing data sources
•Expose data for new uses, without copying the
data to a central location
•Get up & running quickly; discover and tag
relevant big data
•Develop new insights and hypotheses
•Connect employees with all of the data at the
point of impact
•Use big data sources in new information-
centric applications
13

14. © 2014 IBM Corporation
Watson Explorer
14
CM, RM, DM RDBMS Feeds Web 2.0 Email Web CRM, ERP File Systems
Connector
Framework
App Builder
BigInsights
Integration & Governance
UI / User
Streams WarehouseData Explorer
Find, visualise, understand all big data
to improve decision making
• Increase revenue, productivity
and efficiency by facilitating
navigation of Big Data (structured
& unstructured)
• Discover new insights by combining
and analysing various data types
residing in various federated data
repositories

15. © 2014 IBM Corporation
1515
Highly relevant,
personalised
results
Access across
many sources
Dynamic
categorisation
Leveraging
Structured and
unstructured content
Tagging and collaboration
Virtual folders for
organising content
Refinements based
on structured
information
Expertise
location

16. © 2014 IBM Corporation
Information Integration and Governance in times of Big Data
Monitor Data ActivityMask and Redact
• De-identify sensitive data at
source or within Hadoop
• Apply obfuscation
techniques to both
structured and unstructured
data
• Monitor big data sources
and Hadoop stack
• Real-time alerts
• Centralised reporting of
audit data
IBM InfoSphere BigInsights
MDM BigInsights
Big Match Engine
InfoSphere
Optim
InfoSphere
Guardium
Find & Integrate
Master Data
• Probabilistic matching on big
data platform
(BigInsights/Hadoop)
• Matching at a higher volume
• Matching of a wider variety
of data sets
InfoSphere Master Data Management

17. © 2014 IBM Corporation
InfoSphere Streams - Real-Time Analytics on Big Data
Volume
− Gigabytes per second or more
− Terabyte per day or more
Variety
− All kinds of data
− All kinds of analytics
Velocity
− Insights in microseconds
Agility
− Dynamically responsive
− Rapid application development
© 2013 IBM Corporation17
Millions of
events per
second
Microsecond
Latency
Sensor, video, audio, text,
and relational data sources
Just-in-time decisions
Powerful Analytics

18. © 2014 IBM Corporation
Market changes driving the need for next generation databases
Are you ready to respond?
How to do it leveraging existing investments?
How to achieve the full potential without disrupting the business?
The scale and scope of
big data present new
opportunities for
innovation and
competitive advantage
Technology allowsTechnology allows
us to consume moreus to consume more
data and generatedata and generate
new insightnew insight
Fast access toFast access to
insight is a topinsight is a top
requirementrequirement
These insights areThese insights are
sparking new &sparking new &
rapidly evolvingrapidly evolving
analytic requestsanalytic requests
Businesses need to more
quickly generate insight
from information to
accelerate decision
making
Organisations need fast,
simple and agile
technology strategies for
manipulating data and
developing new
applications

19. © 2014 IBM Corporation
Multi-workload database software for the era of big data
DB2 10.5 with BLU Acceleration
Everything you need for your business in ONE database
− Optimized for transactions and analytics
− Enterprise NoSQL for greater application flexibility – JSON, RDF-Graph, XML
Always available, fast transactions
− Online rolling maintenance updates with no planned downtime1
− Designed for disaster recovery over distances of 1000s km2
Real benefits, low risk
− In-memory speed and simplicity on existing infrastructure
− Optimized for SAP workloads
− Average 98% Oracle Database application compatibility3
1) Based on IBM design for normal operation with rolling maintenance updates of DB2 server software on a pureScale cluster. Individual results will vary depending on individual workloads, configurations and conditions,
network availability and bandwidth.
2) Based on IBM design for normal operation under typical workload. Individual results will vary depending on individual workloads, configurations and conditions, network availability and bandwidth.
3) Available with DB2 Advanced Enterprise Server Edition..

20. © 2014 IBM Corporation
What makes BLU Acceleration different?
Unmatched innovations from IBM Research & Development labs
Instructions Data
Results
C1 C2 C3 C4 C5 C6 C7 C8C1 C2 C3 C4 C5 C6 C7 C8
Next Generation In-Memory
In-memory columnar processing with
dynamic movement of data from storage
Analyse Compressed Data
Patented compression technique that preserves order
so data can be used without decompressing
CPU Acceleration
Multi-core and SIMD parallelism
(Single Instruction Multiple Data)
Data Skipping
Skips unnecessary processing of irrelevant data
Encoded

21. © 2014 IBM Corporation
Answers at the speed of thought
for growing revenue, reducing cost and lowering risk
Next generation in-memory with IBM Research innovations
8x-25x faster analytics, with some queries running more than 1000x faster1,2
The benefits of DB2 with BLU Acceleration
Analytics for the NOW business
In-memory performance not limited
by availability of memory
Operational simplicity with “load and go” performance
No need for indexes, aggregates, or tuning
Compression savings, “10x. That's how much smaller our tables are with BLU
Acceleration” – Andrew Juarez, Coca-Cola Bottling Co.
Automatically adapts to any server, large or small
Available for on premise or via the cloud
1 Based on internal IBM testing of sample analytic workloads comparing queries accessing row-based tables on DB2 10.1 vs. columnar tables on DB2 10.5. Performance improvement figures are cumulative
of all queries in the workload. Individual results will vary depending on individual workloads, configurations and conditions.
2 Based on internal IBM tests of pure analytic workloads comparing queries accessing row-based tables on DB2 10.1 vs. columnar tables on DB2 10.5. Results not typical. Individual results will vary
depending on individual workloads, configurations and conditions, including size and content of the table, and number of elements being queried from a given table.
FastFast
SimpleSimple AgileAgile
BLU
Acceleration

22. © 2014 IBM Corporation
Built-in Expertise
No indexes and minimal tuning
Data model agnostic
Fully parallel, optimised In Database Analytics
Integration by Design
Server, Storage, Database in one easy to use package
Automatic parallelisation and resource optimisation to scale economically
Enterprise-class security and platform management
Simplified Experience
Up and running in hours
Minimal ongoing administration
Standard interfaces to best of breed Analytics, BI, and data integration tools
Built-in analytics capabilities allow users to derive insight from data quickly
Easy connectivity to other IBM Big Data Platform components
IBM PureData System for Analytics

23. © 2014 IBM Corporation
Animated charts enhance the user experience of general reporting and Cognos Active
Report and allow users to pinpoint trends faster.
A paradigm shift for delivering value to users with the introduction of visualization
extensibility with RAVE (Rapid Adaptive Visualization Engine).
Interactive Visualisation
Cognos – mobile, interactive visualisation capabilities

24. © 2014 IBM Corporation
24
Browse, find and download visualisations from
the extensible visualisation community to
quickly provide the best visual for your
reporting needs
Scatter
Gantt
Area
Radar
Boxplot
Dial
Treemap / Heatmap
Plus a continually growing set of visualisations
analyticszone.com/visualization
New visualisations are a simple download away

25. © 2014 IBM Corporation
IBM SPSS Modeler predictive analytics
Hadoop, Netezza, R, DB2 … support Graphical interface, rich visualisations
Real-time deployment / execution Analytic Catalyst – “Analyst in the software”

26. © 2014 IBM Corporation© 2014 International Business Machines Corporation
Watson is cognitive computing
Understands
natural
language
Generates
and
evaluates
hypotheses
Adapts
and learns
Watson understands me.
Watson engages me.
Watson learns and improves
over time.
Watson helps me discover.
Watson establishes trust.
Watson has endless capacity for
insight.
Watson operates in a timely
fashion.

27. © 2014 IBM Corporation
Know me
Leverage profile data for
personalized insight into
client wants and needs to
contextualize experience
Client
Watson can transform the way people interact over the lifetime
of their relationship
Empower Me
Interactive, informed natural
language dialogue that enables
insights at the point of action
Engage me
Dynamic, evidence-based
omni-channel experiences
that adapt to client
preferences

28. © 2014 IBM Corporation
This will be Watson
Sees
Hears
Experiences
Understands natural language
Generates and evaluates hypotheses
Adapts and learns
Reasons
Explores
Visualizes

29. © 2014 IBM Corporation
Thank You

30. © 2014 IBM Corporation
Legal Disclaimer
• © IBM Corporation 2014. All Rights Reserved.
• The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained
in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are
subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. Nothing
contained in this publication is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and
conditions of the applicable license agreement governing the use of IBM software.
• References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or
capabilities referenced in this presentation may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to
future product or feature availability in any way. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by
you will result in any specific sales, revenue growth or other results.
• Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will
experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user's job stream, the I/O configuration, the storage
configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here.