benefiting from big data - a new approach for the telecom industry

© 2014 Persontyle Ltd. All rights reserved.

Ali Syed Founder and Chief Data Scientist Persontyle

Customer Insight and Analytics in Telecoms 2014

Benefiting from Big Data A New Approach for the Telecom Industry


One Objective, Fifteen Minutes

“To understand how Telecom companies can employ big data technologies and machine learning techniques to exploit user, network and traffic data assets.”


LET’S SETTHE

SCENE

Amazing view of Manhattan, New York, in 1944


"Creativity involves breaking out of established patterns in order to look at things in a different way"

- Edward de Bono


DIGITAL TRANSFORMATION

GLOBALIZATION

9 BillionInternet Devices

in 2012

50 BillionBy 2020

DATA EXPLOSION

90% Created withinLast Two Years

50X GrowthBy 2020

RISE OF MOBILITY

6 Billion +Mobile

Connections

87%of World’s Population

Mobile Data

Growing 78% CAGR

CLOUD

90%of new software

delivery for Public Cloud

Public IT cloud services will

grow to $107B in 2017


DATA AS A FABRIC OF DIGITAL AGE

All actions, interactions and behaviours both of humans and machines are stored and transmitted across networks to keep the engines of the digital age running.

The amount and complexity of data produced in science, business, and everyday human activity are increasing at staggering rates.

As we move from isolation into a massively connected world, making sense of data is the key ingredient in delivering meaningful value, competitive advantage, and prosperity.


THE MASS SCALE DATAFICATION HAS LED TO AN EXPLOSION OF THE (big) DATA.

Social

Media Data

Operational Data e.g. CDRs, CRM, Financial, LOB, etc.

Machine Data

Big DataTransactions, Interactions, Observations

Clickstream

Data


TELCOM BIG DATA CHALLENGES

Volume, granularity, diversity and latency of the data keeps growing

Need to shrink latency between business event and data availability for analysis and decision-making

Business mandate to obtain more value out of the data

The days of being impressed with standing up a petabyte system are over

Absence of data discovery and advanced analytics hindering discovery of business insights and value opportunities


OPPORTUNITY

“People used to say that information is power but that’s no longer the case. It’s analysis of the data, use of the data, digging into it – that is the power”

Sir Martin Sorrell, CEO, WPP Group


The State of Big Data and Analytics Market in 2014

MARKET


- 94% of C-level executives say their organization is collecting and managing more business information today than two years ago, by an average of 86% more

- 29% of executives cited that they are not ready to manage the data deluge

- 93% of executives believe their organization is losing revenue –on average, 14% annually – as a result of not being able to fully leverage the information they collect

- 97% say their organization must make a change to improve information optimization over the next two years

Industry-specific applications are an important part of the mix; 77% of organizations surveyed use them today to run their enterprise—and they are looking for more tailored options

Source: Oracle.com

Big Data Requires a New Kind of Strategic Planning


According to Gartner, 64% of large enterprises plan to implement a big data project in 2014, but 85% of the Fortune 500 will be unsuccessful in doing so.


“Big data is here to stay, as it should be. But let’s be realistic: It’s an important resource for anyone

analysing data, not a silver bullet.”GARY MARCUS and ERNEST DAVIS


Big Data isn’t new. What is new is the availability and power of the tools for collecting, storing, managing and analyzing data.


Disruptive Innovations in Big Data

TraditionalDatabase

HADOOPNoSQL

DatabaseMPP

AnalyticsData

Warehouse

SchemaPre-defined, fixedRequired on write

Required on readStore first, ask questions later

ProcessingNo or limited

data processingProcessing coupled with data Parallel processing / scale out

Data typesStructured Any, including unstructured

Physical infrastructure

Enterprise grade

Mission critical

Commodity is an optionMuch cheaper storage


Reference Architecture – Example

Infrastructure

Virtualization Compute / Storage / Network

Op

era

tion

s

Wo

rkflo

w a

nd

Sc

he

du

ling

Ma

na

ge

me

nt a

nd

Mo

nito

ring

Se

cu

rity

Data

Iso

latio

nA

cc

es

s M

an

ag

em

en

tD

ata

En

cry

ptio

n

Data Processing

Batch ProcessingReal Time/Stream

ProcessingSearch and Indexing

Application

Analytics Apps Transactional AppsAnalytics

Middleware

Presentation

Data Visualization and

ReportingClients

Data

Integration

Real Time

Ingestion

Batch

Ingestion

Data

Connectors

Metadata

Services

Data Management

Distributed

Processing

(MapReduce)

Non-relational

DB

Structured In-

Memory

Distributed

Storage

(HDFS)

Hadoop Core

Hadoop Projects

Adjacent Categories


A Complete Enterprise Hadoop Data Platform

Source: Hortonworks


Application Landscape - Example

ETL

Real Time

Streams(Social,

sensors)

Structured and Unstructured Data(HDFS, MAPR)

Real Time

Database(Shark,

Gemfire, hBase,

Cassandra)

Interactive

Analytics(Impala,

Greenplum,

AsterData,

Netezza…)

BatchProcessing(Map-Reduce)

Real-Time

Processing(s4, storm,

spark) Data Visualization(Excel, Tableau)

(Informatica, Talend,

Spring Integration)

Compute Storage Networking

Cloud Infrastructure

HIVE

Machine Learning(Mahout, etc…)

Source: Vmware


“The role of a creative leader is not to have all the ideas; it’s to create a culture where everyone

can have ideas and feel that they’re valued” Sir Ken Robinson


“Learn from companies such as Google and Facebook,

where data is king and virtually every product decision

flows from what the available data says about customers

and how it can be used.”

As ones and zeros eat the world, data is the new product and data science is the new process of innovation.

Optimizing routing and quality of service by analysing network traffic in real time Analysing call data records in real time to identify fraudulent behaviour immediately Allowing call centre reps to flexibly and profitably modify subscriber calling plans immediately Tailoring marketing campaigns to individual customers using location-based and social networking technologies Using insights into customer behaviour and usage to develop new products and services Big data can even open up new sources of revenue, such as selling insights about customers to third parties.

Source: Strategy& analysis


Telecom Organizations don’t need a Big Data Strategy; THEY NEED A BUSINESS STRATEGY THAT INCORPORATES BIG DATA.

Source: McKinsey & Company


Stay Ahead of the Game Elephant in the Cloud (Platforms, Services and APIs)

Hadoop clusters bloom in the cloud. Use Hadoop in the cloud to meet demand for ad hoc analytics, yet on-premises adoption "won't slow down."

Apache Ambari and VMware vSphere Big Data Extensions Integrate to Provision and Manage Enterprise Hadoop Clusters

Hadoop: The New Enterprise Data Operating System

Hadoop won't be just for analytics.

Traditional database theory dictates that you design the data set before entering any data. A data lake, also called an enterprise data lake or enterprise data hub, turns that model on its head.

Data Science, Predictive Analytics and Machine Learning

SQL on Hadoop: Faster, better (HIVE, IMPALA, SPARK, etc.)

SQL becomes Hadoop's killer app

More, better NoSQL to power IOT and Industrial Net

Deep Learning + Cognitive Computing + Apps and APIs

In-memory Analytics (hybrid transaction/analytical processing (HTAP) — allowing transactions and analytic processing to reside in the same in-memory database.


"LISTENING TO THE DATA -DOING EXPERIMENTS,

ANALYZING THE RESULTS, DIGGING DEEPER, FOLLOWING

UP ON SURPRISES - IS THE PATH TO SUCCESS."

PROF. PEDRO DOMINGOS


What is Persontyle?

Persontyle is a people focused social enterprise obsessed with helping individuals, organizations and communities learn and apply Data Science to deliver real and meaningful value.

Born from the idea of creating a platform for the people, by the people to share passion, knowledge, theory and practices of analysing data scientifically.


OUR MISSION IS TO PROMOTE DATA LITERACY AND EMPOWER YOU TO

ANALYZE DATA SCIENTIFICALLY.

EDUCATION

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COMMUNITY SERVICES

DATA SCIENCE FOR

SOCIAL CHANGE

PROFESSIONAL SERVICES


THE SCHOOL OF DATA SCIENCE SPECIALIZES IN HELPING YOU LEARN DATA SCIENCE AND MACHINE LEARNING IN SIMPLE HUMAN TERMS.

Join the Data RevolutionDATA SCIENCE MACHINE LEARNING DATA ENGINEERING DATA VISUALIZATION

OFFERING THE MOST COMPREHENSIVE SET OF DATA SCIENCE AND MACHINE LEARNING COURSES.

GARNER THE SKILLS NECESSARY TO SUCCEED IN THE FIELD OF DATA SCIENCE.


We provide a full range of short courses and training programs to help you learn the skills you need to become a practicing data scientist.

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ALI SYED @aaalee

[email protected]

JOIN THE CONVERSATION: @persontyle@schooltds

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benefiting from big data - a new approach for the telecom industry

Data & Analytics