Harnessing Hadoop Distuption: A Telco Case Study
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This document provides an overview of Verizon's adoption of Hadoop for big data analytics. It discusses Verizon's networks and leadership position in the telecommunications industry. It then describes Verizon's implementation of Hadoop across various data sources to enable cross-channel customer analytics and improve the customer experience. The document also addresses big data governance and the challenges of exploring disruptive technologies.
Harnessing Hadoop Distuption: A Telco Case Study
- 1. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. Harnessing Hadoop Disruption A Telco Case Study Ashok Prasad – Manager, Big Data IT Shivinder Singh – Senior Big Data Enterprise Architect
- 2. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 2 • The best, most reliable networks in the industry – The largest U.S. wireless company with the largest 4G LTE network – The largest all-fiber network in the U.S. – One of the largest, most reliable and secure global networks • #16 on the Fortune 500 (2014) ABOUT VERIZON Using technology to address big challenges Verizon Innovation Center in San Francisco, CA
- 3. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 3 • Largest wireless company in the U.S., with 108.2 million retail connections • Largest 4G LTE network in America – First tier-one provider in the world to build and operate a 4G LTE network – Available in more than 500 U.S. markets, covering more than 98 percent of the population • Unsurpassed customer loyalty, profitability and cost efficiency VERIZON WIRELESS The most advanced wireless technology and services
- 4. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 4 • Creating a platform for long-term growth for our customers, shareowners and society • Using our talent and technology to address society’s biggest challenges • Focusing on finding new ways our technology can improve healthcare, education and energy management • Focusing our philanthropic resources on becoming a channel for innovation and social change DEDICATED CORPORATE CITIZEN Applying innovative technology to social issues
- 5. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 5 • Training magazine: #1 for best training program 2014 • Diversity MBA magazine: Top 100 under 50 Diverse Executive & Emerging Leaders 2014 • Working Mother magazine: Among the Best Companies for Multicultural Women – 9 straight years • Military Friendly: Top 10 Military Friendly Employer 2015 • Careers & the disABLED Magazine: Top 50 Employer 2015 A GREAT PLACE TO WORK Providing a rewarding culture and great careers
- 6. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 6 Big Data in the Enterprise As the enterprise masters Big Data, it will become part of the enterprise solution framework
- 7. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 7 Shrinking the Interval from Customer Event to Action Analyzing Reporting Predicting Operationalizing Activating WHAT happened? WHY did it happen? WHAT is happening? What WILL happen? MAKING it happen! Batch Ad Hoc Analysis Analytics Continuous Updates / Short Queries Event-Based Triggering Understand Change Grow Compete Lead
- 8. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 8 Components of Big Data Architecture Data Scientists, Data Analysts, Business Analysts Unstructured data eChat, Social Media, CSR Notes, Audio, Video, E-mail, etc. Non-Traditional structured data ClickStream, Device Logs, Data Records, etc. Traditional structured data Customer Profile, Sales Transactions, Billing History, etc. Modern data architecture enabling data science and advanced analytics
- 9. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 9 Business Users Execute analytics with an intuitive and visual interface. Easily leverage and operationalize results. Data Scientists & Analysts Model and analyze data, discover and share insights. Computer Scientists Develop and support of data loads, processing, and platform operations. Users of the Big Data Platform Business value delivered through skill-based mapping to users to the unified data architecture
- 10. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 10 What is a Customer Journey? Understanding the path a customer takes and touch points they experience along the way
- 11. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 11 Cross Channel Analytics is fundamentally changing how we observe customer journeys across multiple channels, isolating improvement opportunities to enhance the overall experience and drive cost-savings back to the business Customer-centric cross channel analysisChannel-centric analysis performed in silos • Primary Objective: Channel-specific improvement opportunities • Data Focus: Narrow; 2-channel • Analysis: Transaction-Oriented Web Retail Store IVR Call Center Cross Channel Analytics Team Focus Web Call Center Web Analytics Team Focus IVR Call Center IVR Analytics Team Focus Call Center Retail Analytics Team Focus Retail Store • Primary Objective: Enhancing overall customer experience regardless of channel • Data Focus: Broader; all channels • Analysis: Customer Journey Mapping Changing the Way We Look at Customer Journeys Comprehensive Customer Experience Analysis Across ALL Channels
- 12. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 12 Thousands of Interactions/Month Millions Interactions/Month IVR, Care, Web, Mobile, Retail Billions Interactions/Month IVR, Care, Web, Mobile, Retail Network, Surveys, Chat, Voice, Text, Executive Relations, Social, Marketing Evolution of Cross Channel Analytics with Big Data Handset MyVerizon Web MyVerizon IVR(s) ACSS Retail (PoS / Express) Customer Customer IVRs Call-in Rate Reduction Self-Service Coversion Increase Agent Productivity Increase Outcomes Cross Channel Single Channel Multi-Channel Handset MyVerizon Web MyVerizon IVR(s) ACSS Chat Sales & Service NPS, Chat Exec Relations Social Media Network Exp Retail (PoS / Express) Customer Improved Customer Experience Cross Channel Expansion Targets $M’s in OPEX Opportunity and Improved Customer Experience
- 13. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 13 Big Data Governance Marketing Customer Service Supply Chain Process Engineering Finance Sales Operations App Teams Sys Admins Cloud Services EDW/BI Big Data Core Team System Governance for Multi- Tenancy Big Data Product Standards Data Governance Design & Development Standards Program Management Architecture Review Board Data Security & Access Control Metadata Management Cross-Functional Teams Knowledge Portals Big Data Champions Common Source Code Management Audit Log
- 14. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 14 Exploring Disruptive Technologies • Initial Reaction: Avoid Disruptive Technologies – We have no expertise in the new technology – Headcount will not increase to support this – Untested at the enterprise level – Where do we get support if it does not work? – How do we train? • Primary Objective of IT: – Keep the lights on – Focus on SLA – Multi Site Applications – Lean MTTR – Business Enabler
- 15. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 15 Oracle & VCS Oracle ASM & JVMDBA Build DB SA Raw Disk NFS VCS ZFS SA Raw Disk DBA ACFS ASM Build DB Load JVM DBA HDFS ACFS Java DB Build DB SA NFS VCS ZFS Raw Disk Big Data Oracle RDBMS NoSQL, Berkeley, Unbound ID ASM / Cluster Ware / RAC / ACFS MySQL / SQL Server 2004 2006 2008 2010 2012 2014 2016 Evolution / Revolution Hadoop, Mongo, Cassandra, Graph, Elastic Search, Exadata
- 16. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 16 Hadoop 1.3 Architecture
- 17. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 17 Hadoop 2.x Architecture
- 18. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 18 Millions of Terabytes per month Total Cost of Ownership Focus • Hardware & Software – Turning Innovation into Products – Improving system performance – Accommodate Future Growth vs. System Usage • People – Unlearning the old and assimilating the new – Cross Training on Multiple skill sets – A focus on process engineering – System Processes Automation0 0.5 1 1.5 2 2.5 3 3.5 4 2009 2010 2011 2012 2013 2014 Central and Eastern Europe Middle East and Africa Latin America Japan North America Asia-Pacific Western Europe Technology Challenges
- 19. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 19 Once Upon a Time There Was a Table… • Before… – Historical & Current data for every phone every customer ever had! – One Oracle Table housing 900million rows / 6 Terabytes – No partitions – Growth is unlimited - No purging or archiving – Utilized by customer care service representatives • After… – Use Hadoop Technologies to house the historical data – Use Java Berkeley DB technologies to store the most current view – Drop an unmanageable relational non scalable table – Built in scalable replication vs. add on products – Horizontal scalability Reduced Storage from 6T ~ 2.5T
- 20. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 20 You can reach us at ashok.prasad@vzw.com shivinder.singh@vzw.com Q & A Go to www.verizon.com/about/ for more information and news about our company, social responsibility, investor relations and careers.
Editor's Notes
- #2: Alternate cover design for presentations.
- #12: Cross Channel Analytics is leading the charge towards the future of Customer Experience Analytics. Utilize expertise to focus on end-to-end Customer Journey In-depth knowledge of IVR experience and call center/rep interaction Insight into typical customer pain points Build on Speech Analytics initiatives for deeper understanding Leverage relationships with other channels, systems, business groups to enhance CCA strategy & evolution