Harness the power of data

Harness the power of data
Now is the time to become an analytics-driven organization.
Discover how.

Imagine this...
…You are reviewing the weekly spreadsheet that’s just been delivered
to your email. You spot an anomaly in the financial data that you don’t
understand—despite the pivot table provided in the report that allows
you to drill down to at least some level of detail.
You ask your operations analyst what’s going on. To which your analyst
responds, “I’m not sure. Let me find out.”
The next day, the analyst tells you that the reason for the anomaly is
the fact that productivity was way down at the manufacturing plant.
“That doesn’t make sense,” you say. “Can you ask Human Resources if sick days
are impacting the productivity numbers? Or could it be that there was an
issue with the time-capture application at the plant?”
“It will take a week to get that data and merge it with the financial data,”
your analyst says.
“Can’t you just send me a dump of the data from the ERP and time
application, and I’ll work with it myself?”
The analyst responds,
INTRODUCTION
“I don’t have access to the data, and it will take a few
days to submit the right tickets to get access to it.”
2

DATA ARCHITECTURE BEHAVIOR
Sound familiar?
Your organization
is not alone.
3
The key fact is that every organization has a
growing data problem. First reactions often lead
companies to believe that these issues are related
to business intelligence processes and tools.
However, the real hurdle is the inability to simply
assess the data that enterprises already have.
With artificial intelligence and machine-learning
capabilities coming to fruition, now is the time
to harness the power of information to become
a data-driven organization.
How does data architecture behave?
Just as nerve endings extend throughout the
human body, sending sensory signals to be
processed by our brains, data architectures move
information across modern networks. They have
the ability to receive, process, and store data from
anywhere, inside and outside the enterprise.The
signals are processed in real time and acted upon
by machine-learning algorithms. These capabilities
are applicable across the board, not only to
specialized data scenarios.

4
Decentralized data
Siloed data exists across many applications, storage system
databases, and data warehouses. Storing data requires its own
access roles, rules, and processes.
How do you derive meaning from all of your data when you
cannot access all of your data?
Diverse data
New data types are being created: Internet of Things sensor, images,
videos, social media, text, and documents. Legacy systems have
issues handling these new data types. Data can now be
semi-structured or unstructured. Diverse data storage and analysis
differs from that of traditional relational or transactional data.
How do you store and analyze new data types with analytics
tools that are not optimized for new data types?
Delayed data
Batch data loading is still pervasive. Nightly batch jobs involve
extracting data from one system, transforming it, and loading it into
another system. This transferred data can be analyzed or used for
another purpose. The transfer of data creates delays for data availability.
How can you make a decision based on up-to-the-minute data
if the data is not available until a later time?
Dark data
You have data, but not all of it is loaded into your data warehouse.
Data warehouse capacity is limited and unstructured data is difficult.
Your data model does not have the right fields.
How do you get insights from all your data when all your data
is not being analyzed?
DYSFUNCTIONAL DATA
Harnessing data means
removing the dysfunctions
Big data problems are more than just about
volume. Most organizations will encounter some
or all of these common data dysfunctions.

DYSFUNCTIONAL DATA
5
Conclusion
If these points are familiar to you, it may be time to revisit your approach to data
and analytics, and how your architecture enables it. You can now deploy fit-for-purpose
analytics solutions (storage, processing, querying, analysis, presentation) to meet
existing and future business and IT challenges.
Duplicate data
Data silos may store duplicate data. Different departments store
and use customer data for different purposes. Each department
may use unique customer data. Some data may be common across
these departments.
How do you determine which system to get the duplicated
data from?
Deleted data
Interesting data may be deleted. Older data that may seem to
provide little use today could be deleted. However, teams may
need to analyze deleted data.
How can you take advantage of data if it has been intentionally
or unintentionally deleted?
Deserted data
Data may be stored for a new project. Data may be deserted
when: the project is cancelled, priorities shift, and people change
jobs. This data can still have purpose, meaning, and be useful.
However, people may not be aware of what the data is or its value.
How do you incorporate valuable deserted data into
your analytics?
Dirty data
To confirm data is as clean as possible before being stored
and analyzed, forms, rules, and other validations are necessary.
Interesting data, such as unstructured or object-based data,
may not be so clean.
How do you explore dirty data to understand what value it
can provide?

Once you’re ready to tackle your
big data problem, what can you
reasonably expect to accomplish
with a modern analytics platform?
6
Store it all in one place—an
organization-wide data lake.
The advantages to data lake architectures:
• Store any data, in any format
• Durable, highly available
• Extends to petabyte and exabyte scale
• Secure, compliant, and auditable
• Handles regulatory and privacy
requirements
Modern analytics
platforms enable critical
business insights
Run any type of analytics from simple SQL queries
to complex data warehouse, big data, machine
learning, and predictive analytics. Data lake
architectures decouple compute from storage so
that you can scale either as needed. They can
also implement storage tiering to optimize data
availability and storage costs.
Access to any and all data
Data-driven decisions necessitate access to all
your data—areas, systems, applications, and data
sources—by those who need it, when they want it.
DATA LAKE ARCHITECTURES

CASE STUDY/FORTNITE
7
Fortnite by Epic Games is set in a world where
players can cooperate on various missions to fight
back against a mysterious storm or attempt to
be the last person standing in the game’s Battle
Royale mode. It has become a phenomenon,
attracting more than 125 million players in less
than a year.
How is revenue achieved
Fortnite is free to play with its revenue coming
entirely from in-game microtransactions,
meaning its revenue depends on continuously
capturing the attention of gamers through new
content and continuous innovation.
How Epic Games harnesses the power
of data
Epic Games needs an up-to-the-minute
understanding of gamer satisfaction so they can
create an experience that keeps them engaged.
Epic Games collects billions of records on a daily
basis, tracking virtually everything happening
within the game: how players interact, how often
they use certain weapons, and even the strategies
they use to navigate the game universe. It’s a
massive amount of information, and it’s all stored
in their data lake for analysis. When the company
introduces new elements and updates, they can
use analytics to almost instantly learn how the
Fortnite community is engaging, and then
respond accordingly.
Watch the presentation
Keeping sophisticated
gamers engaged

8
WHY A MODERN ANALYTICS PLATFORM?
Why use an analytics platform? Simply stated,
one size does not fit all data or use cases, and
using separate tools to analyze disconnected data
is complex. A modern analytics platform can handle
diverse data types, wide-ranging use cases, and
multiple analytics approaches on an organization-
wide data lake.
What do modern analytics tools need?
They need to access and process any data from the same source—your data lake.
How does it access data?
Many analytics tools can access and process data directly from a data lake.
Data can also be copied from your data lake into a modern data warehouse
to fit a structured and normalized data model that takes advantage of a
high-performance query engine.
Traditional data warehousing vs. modern data warehousing
Traditional data warehousing and visualization tools may fit basic reporting,
dashboards, and ad hoc queries on structured data that resides in data warehouses
and data marts. Some use cases require access to data that is not in your data
warehouse and analyzed in context with the normalized data in the data warehouse.
A modern data warehouse can extend data warehouse queries to include data
residing in both the data warehouse and the data lake. This happens without any
delay of data transformation or movement, so you always get those essential
timely insights.
Can other analytics tools access the same data lake?
Other tools like big data analytics on unstructured data, real-time data stream
analytics, and predictive analytics require purpose-built analytics tools that can
access the same data in the data lake. This allows everyone across the
organization, from business users to data scientists, and everyone in-between,
to have confidence in both the data and their analytics results.
Use purpose-built analytics
tools on the same data

Keeping customers constantly motivated
Equinox Fitness—a company with integrated luxury
and lifestyle offerings centered on movement,
nutrition, and regeneration—replaced its traditional
on-premises data warehouse with a cloud data lake
analytics platform.
The system collected data for their cloud data lake and data warehouse from:
• Exercise equipment (gamified cycling machines, cardio machines, etc.)
• Clickstreams
• Cycling logs
• Service-enhancing software
How Equinox Fitness builds on purpose-built analytics
Purpose-built analytics tools perform simple and complex queries against
both structured and semi-structured data. Developers, business analysts, and
data scientists throughout the company are empowered with the insights
they need. Customer experience, engagement, and overall satisfaction has
improved as a result.
Read the blog
9
CASE STUDY/EQUINOX FITNESS

REAL-TIME DATA AVAILABILITY
10
Real-time data availability for analytics
The speed at which decisions can be made is dictated
by the availability of the data to be analyzed; and it
needs to be extracted, transformed, and loaded before
it can be analyzed. Therefore, we should expect
modern analytics systems to ingest and analyze data
in near real time and be responsive to changes from
upstream data sources.
Key facts
• Ingesting data into your data lake or data warehouse in periodic batches,
typically each day, delays time-to-insight.
• You should never have to wait for the daily batch to be completed to
understand where your business stands.
• Streaming technologies allow data to be ingested at a massive scale, in
real time, so you can perform analytics almost instantaneously.

CASE STUDY/DATAXU
11
Keeping real-time information streaming
DataXu provides programmatic advertisement
bidding software that helps some of the world’s
most valuable brands and advertisers understand
and engage with consumers.
How their system works
Their real-time bidding system helps put the right ad campaign in front of
the right customer, at the right time, and find more consumers that are likely
to convert. When a consumer uses a device and views content, a request
comes in from the ad server and is redirected to an ad exchange.
This sends a message to real-time ad bidders on the DataXu system, and the
winning bidder’s ad is then served out to the consumer’s device.
How DataXu leverages its data lake
DataXu streams and processes more than three million bid requests per
second, 86 billion messages daily, in 180+ terabytes of compressed log data
from their bidding and retargeting platform. All data lands in their data lake
to provide reports and visualizations to their clients that help them analyze
winning and losing bids, tune their buying strategy, and better reach their
consumer base.
Watch the story

Interactive insights where and how you want them
By considering the user experience when interacting with data,
Business Intelligence (BI) tools have made things better. No
longer do users have to suffer frustrating analytic experiences,
delays, or complex searching for the data they need.
However, the number of tools provided to organizations requires users to be experts in each
one. With infrequent use of tools, users experience frustration and costs can become exorbitant.
A modern analytics platform should empower users by providing interactive reporting,
dashboards, as well as easy and intuitive visualizations. The platform should also have flexible
licensing with pay-as-you-go terms and come with the freedom to explore the data without
incurring large IT investments in infrastructure and licensing.
MODERN ANALYTICS
12

USE CASE/NFL MLBAM
13
Keeping data visualizations in front
of decision makers
The National Football League is a professional
American football league consisting of 32 teams,
divided equally between the National Football
Conference and the American Football Conference.
Modern business intelligence (BI) tools allow the NFL to quickly build fast,
interactive dashboards that seamlessly integrate with their Next Gen Stats
applications. They extend these secure, customized, and easy-to-use
dashboards to each Club without having to provision or manage
infrastructure, all while only paying for actual, pay-per-session usage.
Read the NFL story
MLB Advanced Media (MLBAM) is a full-service
solutions provider delivering world-class digital
experiences and content. The company operates
the official website for Major League Baseball (MLB)
and 30 MLB club websites via MLB.com, which draws
four million hits per day.
Modern BI tools provide MLBAM with a real-time, 360-degree view of their
business without being constrained by prebuilt dashboards and metrics.
This helps MLBAM expand their use of data to make more informed decisions.
Watch the MLB story

ARTIFICIAL INTELLIGENCE
14
Intelligence embedded in
the business
Artificial intelligence and machine learning are
leading the way. Advances in machine learning
frameworks, coupled with the use of specialized
servers utilizing graphics processing units (GPUs),
are enabling all kinds of new capabilities, like
autonomous driving.
Where does data come in?
In order to train machine-learning models, vast
amounts of data are required—data stored in
your data lake. Organizations are already starting
to take advantage of these AI/ML capabilities to
drive new outcomes not previously possible, such
as being able to better predict health outcomes
based on retinal imaging.
How do you integrate algorithms with
business processes?
Getting the insight or data science model created
is the easy part—getting it integrated into your
insurance policy engine or retail platform is the
hard work. These systems do not typically have
the ability to integrate outside data sources or
APIs.This is a great opportunity to consider moving
these systems to the cloud to take advantage
of all the services available to help modernize or
re-architect them.

CASE STUDY/SIEMENS
Siemens Cyber Defense Center
Keeping customers completely secure
The Siemens Cyber Defense Center (CDC) protects Siemens and its customers
from viruses, malware, intellectual property theft, and other forms of cybercrime.
The magnitude of detecting and dealing with cyber threats exceeds the capacity
of human teams to solve it.
Solving for cyber threats
CDC is a next-generation data analytics platform that collects six terabytes of
data per day and stores the data in their data lake for historical analysis by
their security staff.
How Siemens exceeds security benchmarks
• Uses machine learning solutions to lable and prepare data
• Chooses and trains machine learning algorithms
• Makes predictions and acts on suspicious threats
Their AI-driven cybersecurity platform exceeds the strongest published
benchmarks in the world. It handles as many as 60,000 potentially critical
events per second with a staff of less than a dozen people.
Read the story
15

THE SUCCESSFUL ORGANIZATION
Organizing for success
Technology is only one component when building an advanced analytics
capability at your company. The organization—its processes, governance,
and people—creates the biggest challenge. So how do you organize your
analytics investment for success?
Start with an analytics Center of Excellence
Spearhead the change with a team and a leader as you move from strategy
and intent to meaningful progress. Set up an analytics Center of Excellence
(COE), starting small and growing to service more needs.
Large enterprises who already have established shared services organizations
for business intelligence or reporting can seed the analytics COE with
technical and business roles. Similar to IT infrastructure organizations, they
should not only supply the talent, but also be a key driver and sponsor for
the effort.
Over time, they will evolve to either adapt or become part of the analytics
COE. The starter roles are often data engineers and business intelligence
analysts. The leader will work across multiple organizations, business units,
and back-office groups, such as finance and IT.
16
It’s not about having the latest tools in the belt; it’s about
making it easy for your customers to get what they need.
“You must use our reporting solution
and you will like it.”
When establishing a new analytics COE, set expectations for how
the group acts and makes decisions. Position the shared services
reporting organizations to answer the different questions that
come from employees, business leads, and customers.
“What are your analytics needs and
how can we help enable you?”
Serve all your customers’ needs
It’s all about making a mental shift from:

TWO CUSTOMER TYPES
17
The data and analytics consumers
The decision makers, data scientists, business intelligence (BI) analysts, and
developers who are concerned with the quality of the tools and services available
to them to process and present data.
The data producers
The owners of applications, infrastructure, and devices who will supply the data
into the platform. These customers need services to easily publish their data into
the analytics platform and define a data contract. This includes the domain model
of the data, frequency of refresh, and definition of policies, for example, a security
policy outlining who can access their data.
Those who manage the data and stand in between data producers and data
consumers often have a difficult mission. Data managers communicate across a
potentially very large and diverse set of business units and personas—and if they do
not meet expectations, then the analytics effort will not deliver the business value.
Some organizations set up advisory boards or work with a few key stakeholders
to drive the need. There is no single correct answer. One crucial need is to have the
mechanism to prioritize and capture the voice of the customer(s).
The analytics COE will need
to service two types of customers

MODERN ANALYTICS
18
Adapting to evolving technologies
This is the era of rapidly evolving technologies including big data, rich
visualizations, automated decision-making, AI, and machine learning.
In today’s climate, it’s just not possible to have a single technology stack.
COEs run the risk of becoming concierge services. That can be fine for
certain types of requests, but the COE can quickly get overwhelmed
and backlogged with requests. There needs to be scalable, self-service
mechanisms and transparent prioritization and governance processes
in place.
Analytics COEs need to engineer and architect data platforms that
are self-service, secure, operable, and scalable. The ecosystem needs
to be ever-evolving with technologies that can process, analyze, and
present insights.
Rethink the COE
An analytics Center of Exellence presents
a specialized set of cloud services focused
on meeting analytics needs.
The present
Making it easy for your customers (producers
or consumers) to get what they need
The past
Reporting and BI organizations often provided
a one-size-fits-all strategy

The steps forward
1. Establish a data lake as your central, all-encompassing
data repository in just a matter of days. Establish security,
governance, and auditing policies in one place, applicable
across the data lake to all users and all applications.
2. Utilize crawlers to crawl through your existing data silos
and create a centralized data catalog that can be used by
multiple services.
3. Connect your data warehouse and other analytics tools
to the data lake and data catalog.
4. Empower business users, developers, and data scientists
to access the same data catalog and data. Enable self-
service to the data through multiple, fit-for-purpose
analytics tools.
5. Keep up the momentum and focus. Maintain open and
frequent communication with your data and analytics
consumers, and your data producers.
19
Sink or swim–What do I do today?
Put your data to work. Move it to the cloud.
Data is your strategic asset—have all your data, applications, and analytics
workloads in the cloud. Start with one project, upon its success, gain
momentum to move on to the next project and the next.
CLOSING SUMMARY
Benefits
Speed, agility, and flexibility
Avoid
Planning, buying, installing,
configuring, managing, and
maintaining infrastructure

Data harnessing starts by working modern
A modern analytics platform, with a data lake at its center, opens up a
world of opportunities that can help your organization harness the power
of data.
Imagine this journey…
…From the moment you begin to book your next trip, the airline, the hotel,
the car rental, your data can make exclusive choices just for you.
Your favorite airline seat. The car you love to drive by the beach. The hit
playlist, you know the one, that only you could find relaxing. Maybe it’s
the new summer read, for the beach only. That movie you didn't know you
wanted to see, delivered to you on board. Or that cheese you’ve always
wanted to try, in that perfect idyllic local restaurant, yes, it really does exist.
With your data, discover the best adventures, perfect for you.
Kick-start your journey today
It all starts with capturing and storing data in a data lake and analyzing the
data with a modern analytics platform. The more data you collect and keep,
the greater the possibilities for using that data in new and innovative ways.
Plan out your analytics solutions, map out your data architecture to incorporate
data lakes, and harness the power of your data.
Today is the day to become a data-driven organization.
CLOSING SUMMARY
20
Learn more about Data Lakes
and Analytics today

Harness the power of data

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