Today’s world is awash in data, and organizations are rapidly discovering that putting this data to work is the single most important factor in their ability to remain relevant to hyper-connected consumers. In this session, HP will explore the new trends of this appified, thingified, context-rich world and how HP’s Haven platform can give you an edge over your competition.

1. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Playing the Big Data Game:
Go Big or Go Home
Christopher Surdak JD, Global Subject Matter Expert
16 July 2015
© Copyright 2015 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

2. Welcome!
Christopher Surdak, JD
Technology Evangelist, Award-Winning Author, Engineer, Data Guy, Rocket Scientist,
and Global Expert in Information Governance, Analytics, Privacy and Social Media
Held roles with leading companies such as Accenture, Siemens, Dell and
Citibank. Began my career with Lockheed Martin Astrospace, where I was a
spacecraft systems engineer and rocket scientist.
Holds a Juris Doctor from Taft University, an Executive Masters In Technology
Management and a Moore Fellowship from the University of Pennsylvania, a
Master’s Certificate in Information Security from Villanova University and a BS
in Mechanical Engineering from Pennsylvania State University.
Wrote “Data Crush: How the Information Tidal Wave is Driving New Business
Opportunities,” recipient of GetAbstract’s International Book of the Year Award,
2014.
Benjamin Franklin Innovator of the Year, 2015 by the Wharton Club of DC.
Honored Consultant, FutureTrek Community, Beijing, China

3. Changing Expectations

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Six Challenges of “The New Normal”
Purpose: Support customers’ need for and sense of purpose.
Quality: Consumers expect perfection. Deliver less and your customers will abandon you forever.
Ubiquity: Globalization means anything, anywhere, anytime. Anything less is unacceptable.
Immediacy: Immediate gratification. “There’s an app for that” instantly, predictively.
Disengagement: Don’t build, don’t run, don’t outsource, don’t care. I only buy a result.
Intimacy: Customers hunger for other forms of connectedness. Feeling like part of a community will
be even more important as our needs are met more anonymously.

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Information to insights – the Big Data landscape
Human InformationMachine Data
Business
Data
10% of Information
90% of Information
Annual
Growth
~100%
~10%

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A changing world demands a new style of IT
Develop
Operate
Secure
Govern Structured
data, process
Desktop, months
Harden the edge,
trust the core
Monetize
Local, procedural,
bureaucratic
Physical,
one-to-many
Old style of IT
Real-time analytics,
human information
Mobile, days
Borderless,
proactive, dynamic
Virtual, predictive
self-service
Digital,
one-to-one
New style of IT

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To remain relevant you must ask different questions
“Why” is what really matters
“Why” they buy?
“Why” they care?
“Why” they stay?
“What” used to be enough
“What” customer?
“What” need?
“What” product?
“What” price?

9. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.9
Big Data vs. “Big BI”
Big BI:
1. Same analyses as before, just more data
2. Batch or warehouse-type processing
3. Informative, but not really actionable
Which are you building?
Big Data:
1. Joining data sets never before joined, asking questions never before asked
2. Real-time or near-real-time, leading to predictive/persuasive
3. Action oriented, driving “Action at the Speed of Insight”

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The Customer Engagement Continuum
Timing:
Topic:
Purpose:
Value:
Reactive Responsive Predictive Persuasive
Past Present Future Future
What has
happened
What is
happening
What might
happen
What should
happen
Understand the
Past
Understand the
Present
Understand the
Future
Change the
Future
What worked
before may
work again
Is there an
opportunity
right now
Is there an
opportunity
coming
Can I create an
opportunity

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Creeping Towards Creepy

12. What’s the Issue, What’s at Stake?
• E-Coupons
Creepiness
The best companies must walk the razor’s edge between these two extremes
Intimacy
• I-Coupons
• “Liking” • Geo-Tracking
• Predictive Shipping
• Suggestion lists • Cookies
• Reverse Grouponing • Behavior Modeling
• Behavior Manipulation• Needs Anticipation

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Innovation Outpaces Morality?
“Like” this if
you feel
violated…

14. Why Care?
What if analytics and predictive
technologies can change customer
behavior 1%?
$18 billion in increased revenue!
Cha-Ching!!!
In reality, these technologies easily
double or triple results

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Prepare to be Uber-ed
Traditional taxi companies got
you to your destination…
This was necessary, but not
sufficient
Being PICKED UP QUICKLY, was
a key driver of perceived value
Disruption Occurs When
1. Existing data mated to new data provides new insights
2. Insight is combined with Social, Games, Cloud, Mobile and Crowdsource
3. All of this is used to dis-intermediate existing players from their customers

16. What is for sale?
Top 6 Companies in the World, by Market Capitalization, June 2014 (Source, PwC)
What do they Sell?Who?Rank
Phones?1
Oil2
Nothing?3
Money4
Oil5
Stuff6

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What is “Legal” Anymore?
Industry Company Model Status
Livery Uber Self-Employed, unlicensed drivers Technically illegal in many states, cities,
countries, etc.
Hospitality Airbnb Short-term rentals by owners Technically illegal in many states, cities,
countries, etc.
Aviation Flytenow Pilots share rides on private planes Semi-legal; FAA attempting to shut down
Airlines Skiplagged Help passengers beat city-pair price
manipulation by airlines
Legal, but “against policy.” Being sued by
United Airlines
Automotive Tesla Motors Sell cars direct to consumers Technically illegal in many states, cities,
countries, etc.

18. Companies like Google, Facebook, Yahoo, Twitter and Microsoft
(Bing) spend tens of billions of dollars per year on servers,
storage, networking and electricity
How much did you pay to use their services?
YOU ARE THE PRODUCT!

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Case Study: License Plate Recognition

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Analyze – Scene Analysis (Prisons)

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Face Recognition Demo: Office Entrance

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Use case – Police surveillance

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Use Case – Counting and Access control

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Industry-leading breadth & depth of capabilities
Contextual
search
Data
exploration
Image/video
analytics Geospatial
analytics
SQL on
HadoopAccelerated
analytics
Sentiment
analysis
Predictive
analytics
HP Haven Big Data platform
Access Explore Enrich Analyze Predict Serve Act
And
more...
Core big data business capabilities
On-premise In the Cloud

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Industry Leading Big Data Engines
“Analysis at the speed of business”
HP Vertica Analytics:
Purpose-built analytics to manage petabytes of
data at massive scale with blazing-fast analytics
How it works:
Native Columnar architecture with intelligent data
compression, MPP scale-out, distributed query, built-in
analytic functions, and open integration to meet analytic
use cases
Key advantage:
Extremely accessible technology to manage and analyze
massive volumes of data in seconds, not weeks
Spectrum of use cases:
Network QoS, fraud detection, ecommerce analysis,
sensor data analytics, customer analytics
Vertica
“Structure and insight from chaos”
HP IDOL Analytics:
Information platform for processing free text,
audio, video, image and “create” structured data
How it works:
Probabilistic modeling and
pattern-matching to understand
concepts in information in context
Key advantage:
Analyze diverse forms of unstructured information
to probe and explore data
Spectrum of use cases:
Information governance, eDiscovery, knowledge
management, insider trading
IDOL
Understand
& analyze
100% of your
information from
any source, with
extreme speed
and scale
+6,000 Haven Developers, +850 Haven Partners

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Leaders don’t make compromises
• Promotional Testing • Behavior Analytics
• Claims Analyses • Click Stream Analyses
• Patient Analyses • Network Analyses
• Clinical data Analyses • Customer Analytics
• Fraud Monitoring • Compliance Testing
• Financial Tracking • Loyalty Analysis
• Trading Analytics • Marketing Analytics
• Safe City • Sentiment Analysis

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Disruption is Guaranteed
Are you
disrupting,
or
being
disrupted?

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Are You Ready for “Globalization of the Mind?”
1 billion new entrants to the
global middle class by 2025
NONE of them in the
Developed World
(Where the middle class will shrink)
Think things are tough now?
You have no idea…

29. Email: Christopher.w.surdak@hp.com
Twitter: @csurdak
M: 714.398.4874
If you’d like to learn more, check out “Data Crush,”
getAbstract’s International Book of the Year, 2014
Also see my columns in European Business Review, HP Matter and TechBeacon Magazines, and my
blogs on HP.com, EBReview, ChinaBusinessReview, Dataconomy.com, Inc. Magazine, and About.com
Look for my second book, “Jerk,” coming in 2016, foreword by Don Tapscott, business guru and best-
selling author of “Wikinomics,” “Growing Up Digital” and 12 other best-selling business books
And thereafter, book three, “Rupture,” coming in late-2016
Thank You

30. Thank You!
An “expert” is anyone who is
one chapter ahead of you in
whatever book you happen
to be reading.