Oracle big data and rtd v5

Copyright © 2012, Oracle and/or its affiliates. All rights reserved.1
권영혁
한국오라클유한회사
빅데이터로 미래 예측분석:
RTD로 과거 빅데이터
분석을 미래 예측으로
Endeca
RTD

Agenda
 Data, Data, Data and Big Data
 Value와 Analytics의 진화
 오라클의 Business Analytics
 RTD

90%Of the World’s Data
2 Years
Has Been Created in the Last
Data, Data, Data

50X
Estimated to Grow
2020
And That Data is
By

695,000
Status updates
510,040
Comments
2,000,000
Search Queries
204,166,667
Emails
571
New
Websites
Social Data Generated Every Minute

Internet Of Things
2012: 9 Billion
Devices Connected to Internet
2020: 50 Billion
(More than Population of Earth)
Devices Connected to Internet

VELOCITYVOLUME VARIETY
is realized with
빅데이터: 4 V’s

Business Analytics의 Innovation
Descriptive Analytics
What Happened?
Predictive Analytics
What will happen?
차세대 BI:
Predictive Analytics
전통 BI:
Descriptive
Analytics
느림
정형 및 비정형 정보정형화된 정보
빠름
정보의 다양성
비즈니스변화

9
IT혁신: 기업 경쟁력은 어디에 있는가?
기간운영시스템
(프로세스혁신, 자동화)
- ERP, SCM, CRM, HCM -
경영관리시스템
(변화 와 통찰력, 개선)
- EPM, BI -
시간
$$$
경쟁력

오라클의 빅데이터 플랫폼
ANALYZE
DECIDE
ACQUIRE
ORGANIZE
DISCOVER
VISUALIZE
STREAM

오라클의 빅데이터 솔루션
Oracle
ExalyticsInfiniBand
Oracle
Real-Time
Decisions
Oracle
Big Data Appliance
Oracle
Exadata
InfiniBand
Acquire Organize Analyze Decide
Discover
Endeca
Information
Discovery
Oracle
Big Data
Connectors
CEP

Full Stack and Application Know-how
Engineered System: Lower Cost/Risk
and Extreme Performance
Application: BI Application
Big Data Full Solution
왜 Oracle인가?

CIO
PRIORITY FOR
2013
ANALYTICS
Source: September 2011, IDC #230022, Volume 1,
Business Analytics Solutions: Market Analysis
Source: Gartner 2012 Worldwide Survey of More Than 2,300 CIOs
Survey Shows CIOs are Using Technology to "Amplify" Enterprise
BUSINESS
ANALYTICS
MARKET LEADER

Oracle Complete Business Analytics Solution
Complete, Open, Integrate
Integrated
Analytic
Applications
Any Data,
Any Source
Full Range of
Analytics
On Premise,
On Cloud,
On Mobile

Remember That Infamous Quote?
There are known knowns. These are
things we know that we know.
There are known unknowns. That is to
say, there are things that we know we
don't know.
But there are also unknown unknowns.
These are things we don't know we don't
know!
Donald Rumsfeld, Feb. 12 2002
Department of Defense News Briefing

Can RTD help?
We need to
know the things
we don’t know we don’t know

RTD in Production with multi-channel environment
• Service Processes
• Service Treatments Optimization
• Customer Retention Programs
• Call Center Optimization
• Risk and Fraud Analysis Enhancement
• Operational Processes
• Maintenance Recommendations
• Operational Process Optimization
• Marketing Processes
• Interactive Marketing Personalization
• Customer Experience Optimization
• Next Best Action
• A/B and Multivariate Testing
• Content Personalization
• Sales Processes
• Customer Acquisition Targeting
• Cross Sell/Up Sell
• eMail Targeting and Personalization
Web
BranchCall Center Social Media
Mobile
One Single Business Intelligence Platform for Multiple Decision Management Use Cases

What is Real-Time Decisions (RTD)?
Platform to:
 optimise a business process by making
accurate decisions in real-time
using the most up to date information
consistently and in large volumes
 learn from all available data and events
to automatically improve all future
decisions
Real-Time Decisions
LearningManagementDecisions
RightNow
Contact
CenterExperience
TM
RightNow
SocialExperience
TM
RightNow
WebExperience
TM
Intent Guide
Web / Mobile Self-Service
Chat / Co-Browse
Email Management
Self-Service Facebook
Support Community
Innovation Community
Social Monitor
DynamicAgent Desktop
Customer Feedback, Outreach, Analytics
RightNow
Engage
TM
App Builder, Knowledge Foundation,
Natural Language Search, Mission CriticalOperations

LearnDecideMonitor
RTD
How does RTD optimise a business process?
Process Intelligence - Insights
• Monitors process steps
• Uses context plus other available data
• Provides real-time process analytics
• Learns from process events
• Fully automated modelling – no wait time
Process Optimisation - Actions
• Makes optimised decisions within process
• No time lag as decisions are real-time
• Continuously improves decisions over time
• Outcome of decisions captured for learning = "close the loop"
• Automatically adapts to any changes
RTD makes
optimised decision
RTD monitors key
process steps
RTD learns based
on feedback

Oracle Real Time Decisions
 Benefits
– Enables closed loop process optimization in
context of business process execution
– Quantifiable and tangible ROI
 Unique Features
– Enterprise Decision Management Framework
for real time, historic & predictive data
– Self-Learning predictive models, rules, test &
control, goal driven
– Integrates with BI Foundation Suite, Oracle
Advanced Analytics, Oracle Apps, bespoke
applications
Automated Decisions with Self-Learning
CHOICES /
ASSETS
Real-Time
Context & Data
Predictive Modeling
σ
Performance Goals
Decisions
Insight
& Forecast
Self-Learning
Loop
Real-Time
Recommendations

Action Modeling Requires a Decision Framework
Rules & Predictive
Models
Real-time Context
+ Historical Data
Choices / Assets
Decisions
Performance
Goals
Insight &
Foresights
Closed-Loop
Learning
Rules + predictive analytics +
closed loop learning
• Define what is “best” based on
multiple and competing business
priorities
• Automatically predict and learn
based on feedback to continuously
improve results
RTD
Self Learning
Optimized Recommendations +
BI Reports
Automated Decisions with Self-Learning

Example use cases
Customer
Experience
Multi
Channel
Marketing
Intelligent
Process
Optimisation
Risk & Fraud
Analytics
Big Data
Analytics

Example: Inbound Event Real-time Deployment in Call
Center
Advisor
Decision
(Choices)
Models /
Scoring Rules
Performance
Goals
Contact Center 상담원 화면 (고객별 Customized Screen)
Contact Center
상담원이 Event
List 중
우선순위를
고려하여
선택/상담 실행
Event에 대한
Offer 제시
고객의 Event
Offer 반응
(수락 여부 등)
Feedback
고객에 해당하는
Event 제공
(우선순위 높은
Event부터 List-
up)
Event별
Offer 제공
고객의
Event Offer
반응 입력
Real-time
이벤트
(Contact
이벤트 포함)
적용
고객의 반응
(Likelihood of
Acceptance) 및
마케팅목표에
따른 Offer
우선순위 조정
(Predictive
Modeling)
마케팅 목표에
따른 이벤트
우선순위 결정
지원
(Modeling)
In-bound
Call
RTD
업무
Process
예 )고객관리 Event
• 해지고객 재약정 시기 도래 시
재가입 유치
• 이탈고객 Win-Back
• 타사 커플 고객 유치
• 인터넷 약정만료 해지방어
• 결합 만료 시 결합상품 해지방어
• 스마트폰/패드 고객 인터넷 이용
감소 시 해지방어
• 타사 집중도 높은 고객 이탈방지
• 다량 요금제 가입유도
• 자녀 부가서비스 사용 시 TV유치

Example: Real-time Web Marketing
웹 채널에서 고객별 Customized Offer를 제시하고, Click 등 고객 반응을 기반으로 Next Action을 제시하는
실시간 웹 마케팅이 가능
Advisor Decision (Choices)
Models / Scoring
Rules
Performance GoalsRTD
Section Click
&
Navigation
(거절 시)
Alternative
Offer 제시
업무
Process
웹 인입
(Log in)
첫 화면 My Page에
Customized Offer 제공
Offer에 대한
반응 및 Click
정보
Feedback
해당 Section의 특정 항목과 연관된
Click 정보 기반의
Customized offer 제공
해당 Section과 연관된
고객 정보 기반의
Customized offer 제공

RTD Learning Graph
Automated Discovery for Big Data
Learn
Domain Specific RTD
Learning Graph
Billions
of
business
events
Hundreds of RTD
Learning Models

RTD Learn As You Go (LAYGO) Applications
 Automated Discovery for Big Data
 RTD for predictive discovery automation
• Business can discover predictive drivers within
very large data sets
• Business can discover relationships across data
domains
 Learning immediacy and interactivity
• Business can ask ad-hoc questions to the
“Learning Graph”
 Learn & Act
• Predictive models can be used for discovery-
reporting and / or decision making
• No dependency on statisticians as model lifecycle
is fully automated
 Creation – Validation – Updates – Recycling
RTD automatically
identifies predictive
drivers of business
events

Oracle
Exalytics
InfiniBand
RTD
Decisions
RTD and Big Data
Oracle
Big Data
Appliance
InfiniBand
Acquire Organize & Discover Analyze Decide
CEP
RTD Learning
Models
Oracle
Exadata
Optimize
LAYGO

Oracle big data and rtd v5

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