1. Mike GualtieriPrincipal AnalystForrester Research

2. Streaming Analytics Is IcingOn The Big Data CakeMike Gualtieri, Principal Analyst 3. Once, technology favored companies; now itempowers customersBefore Now 2014 Forrester Research, Inc. Reproduction Prohibited 4. We have entered the age of the customer 2014 Forrester Research, Inc. Reproduction Prohibited 5. Growth and customer experience are prioritiesto business leaders 2014 Forrester Research, Inc. Reproduction Prohibited 6. #Royalty 7. TrendConsumers want to be treated like royalty. 8. Royalty experienceshave contextualawareness and adapt toserve a single consumer. 9. Treat consumers like royalty to gettheir loyalty. 10. QuizHow well do you know this consumer? Male 35 years old Single Resides in New YorkCity Makes $100,000 peryear 2014 Forrester Research, Inc. Reproduction ProhibitedWhat do you predict he would doif the bank accidently transferred$5,000 into his bank account?A. Give the money backB. Take the money and run 11. George Costanza 12. #BigData 13. TrendBig Data means all your data. 14. Most technology decision makers get it; 30% ofbusiness decision makers are confused.30%7% 2014 Forrester Research, Inc. Reproduction Prohibited12%21%30%9% 8%14%35% 34%The term big datais very confusing; notsure what it meansIts a bunch of hypewith little substanceand few new ideasIts about newtechnologies thatallow us to handlemore dataIts an extension ofexisting analytics andBI practices suitedfor data that is largeror faster than we areused toIts a whole new wayof thinking about thevalue in data thatrequires newanalytics andleverages some newtechnologiesBusiness Decision Makers Technology Decision MakersBase: 452 North American technology decision-makersRespondents answering dont know are not shownSource: Global Data and Analytics Survey, 2014Base: 249 North American business decision-makersRespondents answering dont know are not shownSource: Global Data and Analytics Survey, 2014 15. Big Data gushes from many sources 2014 Forrester Research, Inc. Reproduction Prohibited Data described by a schema Relational database, XML,delimited flat file, system eventsStructuredtext Free-form text Email, documents, tweets, blogcomments, Facebook status,genomeUnstructuredtext Audio, images, video Surveillance cameras, geologicalsurvey maps, Siri voiceBinary 16. eCommerceMRPWeb analyticseCommerceWebMobileFinanceCustomer ServiceCRMClaimsBPMExcel & Access DatawarehousePlanningEmailCustomer ServiceERPMarketingSocialMediaPOSField OperationsVOC 17. What percentage of enterprise data do firmsuse for analytics? 2014 Forrester Research, Inc. Reproduction ProhibitedA. 12%B. 34%C. 53%D. 76%EnterpriseDataQuiz 18. What percentage of enterprise data do firmsuse for analytics? 2014 Forrester Research, Inc. Reproduction ProhibitedA. 12%B. 34%C. 53%D. 76%EnterpriseDataQuizSource: Forrester Research 19. 110010011011001010010011011001010011001101101010010011011001HistoricalTransactionsCustomer dataOps 20. 23 21. Gather all your data to breakdown silos andprepare it for deeper analysis.Data 22. ProcessNow, analyze the heck out of it - every which way. 23. But, this elephant is so lonely. 24. Big data is not about one technology; its avast ecosystem of data tools and technologiesSource: March 6, 2013, The Future Of Customer Data Management Forrester report 2014 Forrester Research, Inc. Reproduction Prohibited 25. Successful big data programs depend onintegrating all big data technologies together. 26. Momentum is strongest for streaming and predictiveanalytics, but underadopted.What is your firm's/business unit's current use of the following technologies?13%10%24%21%20%18%20%16%21%33%29%37%57%54%50%49%58%56%81%15%21%27%32%19%33%42%35%50%59%77%ReportingDashboardWeb AnalyticsPerformance analyticsEmbedded AnalyticsOlapProcess AnalyticsLocation AnalyticsSearch/Interactive DiscoveryPredictive AnalyticsMetadata Generated AnalyticsText AnalyticsAdvanced VisualizationStreaming AnalyticsNon Modeled Data Exploration And20142012+52%+62%Base: : Forrsights BI/Big Data Survey, Q3 2012: 634 Business Intelligence users and plannersBase: : Forrsights BI/Big Data Survey, Q2 2014: 452 Tech decision makers 27. #Predictive 28. TrendPredictive models can predict customerattributes and behavior. 29. FORRESTER Techniques, tools, and technologies that usedata to find models models that cananticipate outcomes with a significantprobability of accuracy.DEFINITION 30. Predictive models can be very powerfuland profitable, but understand that: Predictive models are about probabilities, notabsolutes Predictive models may not exist for everyquestionBut, when they work they give you anunfair advantage. 2014 Forrester Research, Inc. Reproduction Prohibited 31. 2014 Forrester Research, Inc. Reproduction ProhibitedData scientists use acombination of statisticaland machine learningalgorithms to findpatterns and predictivemodels. 32. Predictive analytics is very different from thetraditional analytics approachTraditional Analytics Data Science Choose a business outcome toimprove Discuss and decide what data willbe relevant Develop a data model Design reports and dashboards 2014 Forrester Research, Inc. Reproduction Prohibited Choose business outcome toimprove Assemble all possible data Run algorithms to find relevant data& predictive model Use the predictive model 33. RecommendHow can you provide a perfect, individualizedproduct recommendation? 34. TurkeyHow can you predict where customers will beon Thanksgiving. 35. #In-Memory 36. TrendThe velocity of business requiresin-memory computing. 37. Near latency-free applications enable a wholenew class of applications Detect, adapt, and act applications requirehigh-performance data access on the front-endand the back-end. Reduce development time by simplifying thearchitectural concerns of performance,scalability, and availability. 2014 Forrester Research, Inc. Reproduction Prohibited 38. #Streaming 39. TrendStreaming data is flowing by,and value is slipping away. 40. FORRESTER Software that can filter, aggregate, enrich, andanalyze a high throughput of data fromdisparate live data sources to visualize businessin real time, detect urgent situations, andDEFINITIONautomate immediate actions. 41. . . . and thinking in streams is different Filtering Aggregation/correlation Location/motion Time windows Temporal patterns Enrichment Query and action interfaces 2014 Forrester Research, Inc. Reproduction Prohibited 42. Streaming analytics can uniquely enablethree new tiers of app functionalitySource: April 22, 2014, Use Sensors To Take Apps To The Next Level Of Customer Engagement Forrester report 2014 Forrester Research, Inc. Reproduction Prohibited 43. Apps are blind use sensors to make them see. 44. If you can measure it, then you can use it 2014 Forrester Research, Inc. Reproduction Prohibited 45. StopWhat if you knew your customer was near yourstore on a sunny day? 46. 2014 Forrester Research, Inc. Reproduction ProhibitedNFLSensors in every players shoulder pads willchange the way we analyze and watch the game. 47. ActivityHow can Spotify use accelerometer datagenerated by customers while they listen? 48. 2014 Forrester Research, Inc. Reproduction ProhibitedMagicFantasy becomes reality at UniversalsWizarding World with RFID sensor packed wands. 49. 2014 Forrester Research, Inc. Reproduction ProhibitedThe Forrester Waveevaluates vendors ondifferentiated features,strategy, and marketpresence using 50streaming-specificcriteria.Source: July 17, 2014, The Forrester Wave: Big Data Streaming Analytics Platforms, Q3 2014 Forrester report 50. Each vendor is scored across 50 streaming-specificcriteria organized in 14 roll-upcategories 2014 Forrester Research, Inc. Reproduction Prohibited 51. Vendors are scored using a transparent scale. 2014 Forrester Research, Inc. Reproduction Prohibited 52. Source: July 17, 2014, The Forrester Wave: Streaming Analytics Platforms, 2014 Forrester report 2014 Forrester Research, Inc. Reproduction ProhibitedSoftware AGsvision puts real-timecustomer experiencefirst.- Forrester Research 53. #Apps 54. Streaming apps anticipate a customers intentand adapts to serve them.Trend 55. Design principles for streaming apps Learning who the customer really is Detect the customers intent in-the-moment Adapt functionality and content to match thepredicted intent Optimize for the device (human-computerinterface) Architect for low-latency (fast response) 2014 Forrester Research, Inc. Reproduction Prohibited 56. 2014 Forrester Research, Inc. Reproduction Prohibited 57. Trip1Easy. Buy a copper tube ice maker kit. 58. Trip2Buy a shut-off valve for the copper tubing. 59. Trip3Buy a T-connector to tap the cold watersupply line. 60. Trip4Whoops. Also need to buy a hacksawto cut the copper pipe. 61. Trip5Finally. A special drill bit to make a holein the kitchen floor for the copper tubing. 62. Streaming apps can make yourcustomers feel intensely loyal. 63. #Opportunity? 64. Customers are ready. 2014 Forrester Research, Inc. Reproduction Prohibited 65. Executives dont believe they have a clearvision for digital transformation 2014 Forrester Research, Inc. Reproduction Prohibited 66. #Imagination 67. What kinds of apps couldyou develop if you couldpredict, detect and adaptto what customers needin-the-moment? 68. Thank youMike Gualtierimgualtieri@forrester.com