3 keys to improving your analytic results with hadoop
TRANSCRIPT
1© 2013 Alteryx, Inc.
3 Keys to Improving Your Analytic Results with Hadoop
2© 2013 Alteryx, Inc.
John KreisaVP Marketing Hortonworks
A veteran from the enterprise marketing industry John has worked on products at every level of the IT stack from the depths of storage through to the insight of business intelligence and analytics. Currently John leads partner and strategic marketing initiatives at open source leader Hortonworks who develops, distributes and supports Apache Hadoop.
Today’s Speakers
Brian DirkingDir. Product Mktg.Alteryx
Brian began his tech career as a product manager at OWL International. He has also held roles in business development and product marketing at Stellent, Oracle, and Box. At Alteryx, Brian is responsible for go-to-market strategy, planning and execution on partner and Big Data programs.
3© 2013 Alteryx, Inc.
• Where are you on your Hadoop journey?
Poll Question
4© 2013 Alteryx, Inc.
Big Data: Changing The Game for Organizations
Megabytes
Gigabytes
Terabytes
Petabytes
Purchase detail
Purchase record
Payment record
ERP
CRM
WEB
BIG DATA
Offer details
Support Contacts
Customer Touches
Segmentation
Web logs
Offer history
A/B testing
Dynamic Pricing
Affiliate Networks
Search Marketing
Behavioral Targeting
Dynamic Funnels
User Generated Content
Mobile Web
SMS/MMSSentiment
External Demographics
HD Video, Audio, Images
Speech to Text
Product/Service Logs
Social Interactions & Feeds
Business Data Feeds
User Click Stream
Sensors / RFID / Devices
Spatial & GPS Coordinates
Increasing Data Variety and Complexity
Transactions + Interactions + Observations
= BIG DATA
5© 2013 Alteryx, Inc.
The Business Analyst’s Guide to Hadoop
6© 2013 Alteryx, Inc.
• Apache Hadoop
• MapReduce
• Apache Hive
• Apache Pig
• Apache HCatalog
• Hortonworks Stinger Initiative
Key Hadoop Concepts
© Hortonworks Inc. 2013
Existing Data ArchitectureAP
PLIC
ATIO
NS
DATA
SYS
TEM
S
TRADITIONAL REPOSRDBMS EDW MP
P
DATA
SO
URC
ES
OLTP, POS SYSTEMS
OPERATIONALTOOLS
MANAGE & MONITOR
Traditional Sources (RDBMS, OLTP, OLAP)
DEV & DATATOOLS
BUILD & TEST
Business Analytics
Custom Applications
Enterprise Applications
Page 7
© Hortonworks Inc. 2013
Next-Generation Data ArchitectureAP
PLIC
ATIO
NS
DATA
SYS
TEM
S
TRADITIONAL REPOSRDBMS EDW MP
P
DATA
SO
URC
ES
OLTP, POS SYSTEMS
OPERATIONALTOOLS
MANAGE & MONITOR
Traditional Sources (RDBMS, OLTP, OLAP)
New Sources (web logs, email, sensors, social media)
DEV & DATATOOLS
BUILD & TEST
Business Analytics
Custom Applications
Enterprise Applications
ENTERPRISE HADOOP PLATFORM
Page 8
© Hortonworks Inc. 2013
Interoperating With Your Tools
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APPL
ICAT
ION
SDA
TA S
YSTE
MS
TRADITIONAL REPOS
DEV & DATATOOLS
OPERATIONALTOOLS
Viewpoint
Microsoft Applications
HORTONWORKS DATA PLATFORM
DATA
SO
URC
ES
Traditional Sources (RDBMS, OLTP, OLAP)
New Sources (web logs, email, sensors, social media)
© Hortonworks Inc. 2013
Big DataTransactions, Interactions, Observations
Hadoop Common Patterns of Use
Business Cases
HORTONWORKSDATA PLATFORM
Refine Explore Enrich
Batch Interactive Online
“Right-time” Access to Data
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© Hortonworks Inc. 2013
Business Cases of Hadoop
Vertical Refine Explore Enrich
Retail & Web • Log Analysis/Site Optimization
• Social Network Analysis• Dynamic Pricing• Session & Content
Optimization
Retail • Loyalty Program Optimization
• Brand and Sentiment Analysis
• Dynamic Pricing/Targeted Offer
Intelligence • Threat Identification • Person of Interest Discovery • Cross Jurisdiction Queries
Finance
• Risk Modeling & Fraud Identification
• Trade Performance Analytics
• Surveillance and Fraud Detection
• Customer Risk Analysis
• Real-time upsell, cross sales marketing offers
Energy • Smart Grid: Production Optimization
• Grid Failure Prevention• Smart Meters
• Individual Power Grid
Manufacturing • Supply Chain Optimization • Customer Churn Analysis• Dynamic Delivery• Replacement parts
Healthcare & Payer
• Electronic Medical Records (EMPI)
• Clinical Trials Analysis • Insurance Premium Determination
© Hortonworks Inc. 2013
Dat
a Sy
stem
sAp
plic
ation
sSo
urce
s
Infrastructure - Data LakeModern Data Architecture
Hadoop for Shared Data Lake
TRADITIONAL REPOS
RDBMS EDW MPP
Custom Analytic App
New Sources (logs, clicks, social media, sensors)
Packaged Analytic App
Traditional Sources (RDBMS, OLTP, OLAP)
• A more mature organization will have this as a goal for Hadoop
• Store all data and build/enable applications on shared “data lake”
• Delivers broad value across the enterprise
ENTERPRISE HADOOP PLATFORM
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HORTONWORKS DATA PLATFORM
© Hortonworks Inc. 2013
Sour
ces
Appl
icati
ons
Packaged Analytic App
Dat
a Sy
stem
s
Business ApplicationCatalyst: Type of Data
Hadoop for Targeted Applications
TRADITIONAL REPOS
RDBMS EDW MPP
Custom Analytic App
New Sources (logs, clicks, social media, sensors)
Traditional Sources (RDBMS, OLTP, OLAP)
• Many organizations start here & expand usage
• Driven by a type of data that was not capable of analysis before Hadoop
• Delivers explicit value for a business case or an individual LOB
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ENTERPRISE HADOOP PLATFORM
HORTONWORKS DATA PLATFORM
© Hortonworks Inc. 2012
OS Cloud VM Appliance
HDP: Enterprise Hadoop Distribution
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PLATFORM SERVICES
HADOOP CORE
DATASERVICES
OPERATIONAL SERVICES
Manage & Operate at
Scale
Store, Process and Access Data
HORTONWORKS DATA PLATFORM (HDP)
Distributed Storage & Processing
Hortonworks Data Platform (HDP)Enterprise Hadoop
• The ONLY 100% open source and complete distribution
• Enterprise grade, proven and tested at scale
• Ecosystem endorsed to ensure interoperability
Enterprise Readiness
© Hortonworks Inc. 2012
What We Do…
• We distribute the only 100% Open Source Enterprise Hadoop Distribution: Hortonworks Data Platform
• We engineer, test & certify HDP for enterprise usage
• We employ the core architects, builders and operators of Apache Hadoop
• We drive innovation within Apache Software Foundation projects
• We are uniquely positioned to deliver the highest quality of Hadoop support
• We enable the ecosystem to work better with Hadoop
Develop Distribute Support
We develop, distribute and support the ONLY 100% open source Enterprise Hadoop distribution
Endorsed by Strategic Partners
Headquarters: Palo Alto, CAEmployees: 200+ and growingInvestors: Benchmark, Index, Yahoo
16© 2013 Alteryx, Inc.
Utilize & Integrate any data source
Inte
gra
te
Rapid design of predictive
analytics with unique spatial understanding
Analy
ze
Busin
ess O
utp
ut
All Relevant Data
Enrich
Packaged Market & Customer
Data
Consumerize the use of sophisticated analytics
Alteryx Strategic Analytics
17© 2013 Alteryx, Inc.
Alteryx Industry Presence ExamplesTechnolog
yCable/
BroadbandConsultin
gRetail
Consulting
TelecomConsultin
gMedia
Technology
FinancialConsultin
gAuto
Consulting
OtherModling & AnalyticsConsumer Products
DataMarketing
Service Providers
DataReal EstateModling & AnalyticsGovernme
nt
Modelg & AnalyticsRestaurant
s
18© 2013 Alteryx, Inc.
Alteryx for Retail includes:• Demographic and
behavioral analysis• Localization• Consumer profiling
and targeting• Store clustering• Target retailers• Product allocation• Demand profiling• Market and territory
optimization• Gap analysis
Walmart Transformed Retail Operations
“Alteryx gives more insight to operational performance than I would have previously with Excel or Access.”Dana Pickup, Senior Manager, Strategy & Analysis
• Optimize new store investment ROI across network• Tailor each store merchandize mix to realities of local
markets• Evaluate and adjust with nightly financial audit of all
operations
19© 2013 Alteryx, Inc.
Lightpath Delivers Fast Crisis Response
• Rapid integration of infrastructure data with spatial analysis• Visual representation of outages focusing maintenance and
emergency response • Automation of data set creating accelerates analysis and lowers
costs
http://bit.ly/TableauConf2012
20© 2013 Alteryx, Inc.
• Hadoop to refine and load data into a data warehouse
• Hadoop platform as the data store
1. Understand the Value of Hadoop-based Analytics
21© 2013 Alteryx, Inc.
• Speed time to value• Blend data to add context• Analyze without complexity
2. Maximize the Value of Data Stored in Hadoop
22© 2013 Alteryx, Inc.
DEMONSTRATION
23© 2013 Alteryx, Inc.
3. Get Started with Hadoop-based Analytics Now
• Download the Demo - bit.ly/HadoopDemo• Download the Hortonworks Sandbox -
www.hortonworks.com/sandbox• Download the Alteryx Project Edition –
www.alteryx.com/download
© Hortonworks Inc. 2013
Hadoop Summit 2013
• June 26-27, 2013- San Jose Convention Cntr• Co-hosted by Hortonworks & Yahoo!• Theme: Enabling the Next Generation
Enterprise Data Platform
• 90+ Sessions and 7 Tracks:• Community Focused Event
– Sessions selected by a Conference Committee– Community Choice allowed public to vote for
sessions they want to see
• Training classes offered pre event – Apache Hadoop Essentials: A Technical
Understanding for Business Users– Understanding Microsoft HDInsight
and Apache Hadoop– Developing Solutions with Apache
Hadoop – HDFS and MapReduce – Applying Data Science using Apache Hadoop
Page 24
hadoopsummit.org
• Data Compliers• Data Aggregators• Data blending• Data integration• Data analyst• Business analyst• Data cleansing• Alteryx• Hortonworks• John Kreisa• Brian Dirking• Damian Austin• Predictive Analytics• Humanizing Big Data• Big Data Analytics• Alteryx Analytics Gallery• Hadoop Analytics
Key Terms