Accelerate Return on Data

Jeff T. Pollock
Program Director, Information Management

1 © 2012 IBM Corporation

A New Era of Computing

Information Radical Extreme
from Everywhere Flexibility Scalability

terabytes
million million per second
Tweets created daily trade events per second from CERN Hadron Collider


Optimize capital investments
based on 6 Petabytes
of information

Model the weather to optimize placement of turbines,
maximizing power generation and longevity
Build models to cover forecasting and real-time operation
of power generation units
Incorporate 6 PB of structured and semi-structured
information flows


Analyze 100k records/
second to address customer
satisfaction in real time

Analytic data mining model identifies patterns in
customer churn across 270 TB of data
Churn model is applied to each call, allowing immediate detection of
events (ex: dropped calls) that may lead to customer attrition
End goal: Personalizing model to each individual


30% increase in coupon
redemption rates

70x more queries on 5x data

Delivering personalized coupons to shoppers in
real time
Store and access 400B market basket records to provide personalized
experience
600 predictive models per year, 10X as many as before


Goal: Instrument 12M vehicles
to reduce road congestion while
providing visibility into driving
habits

Onboard vehicle tracking monitors length, distance and pollution
generated
Dashboard-mounted device allows drivers to monitor trip costs
Appropriate taxes and fees automatically generated and published to
public Web site


Unrelenting Challenges

At its current pace,

every two years.1

of CIO’s
cite Analytics and Information
Integration as part of their plans to
rein in data complexity2

go over schedule on their
project/ solution deployments3

1 Enterprise Systems Journal, “5 Best Practices for Reducing IT Complexity”)
2 IBM CIO Study 2010
7 3 IBM Market Intelligence Time-To-Value Study, National Analysts, November 2011 © 2012 IBM Corporation

IBM Comprehensive Vision
Traditional Approach New Approach
Structured, analytical, logical Creative, holistic, intuition

Data
Data Hadoop
Hadoop
Warehouse
Warehouse Streams
Streams
Transaction Data Web Logs

Internal App Data Social Data
Structured Information
Unstructured
Mainframe Data Repeatable Integration & Exploratory Text & Images
Linear Governance Iterative
OLTP System Data Sensor Data

ERP data Traditional
Traditional New
New RFID
Sources
Sources Sources
Sources


IBM Information Management

Single Platform Best Performance Industry Focused Fastest ROI
Unified Blueprints Fast Provisioning Total Governance Trusted Data
Cloud Ready Rapid Discovery Agile Frameworks Lowest TCO


Data Governance Imperative
Levels of Information Governance


Data Governance Solution
People Technology

Process

Only IBM offers the Unified Process and
Technology for comprehensive governance

Data Privacy and Security for Masking,
Hashing, Subsetting and Encryption, Activity
Monitoring, Redaction and Access Control
Data Quality for Discovery, Profiling,
Cleansing, Matching and Standardization
Data Integration with Business Glossary
for linking business terminology
Master Data for a Single View of
mission critical data records
Data Lifecycle for Archiving & more


Data Governance Impact

We see Optim as an integral part of our development
solution set. Optim’s data masking capabilities help ensure
that we can protect privacy in our development and testing
environments.” Arek Oy

3 of the world’s favorite beverage brands
4 of the top 4 health care providers
25 of the world’s leading telecoms
5 of the top 6 global insurers
2 of the top 3 global retailers
8 of the top 10 global banks
Top 3 auto makers

Data Privacy Solution
Business Imperative

of
compromised records
1.5m stolen 200K+ account originate in DB servers Customer data of 35M on-line
card numbers Link records stolen Link Link 2.5K brands lost Link accounts stolen Link

IBM Solution

Automated Database Activity Key Lifecycle Management
Monitoring & Vulnerability Assessment Data Relationship Discovery
Data Redaction & Data Masking
Data Hashing & Encryption

If we didn’t have InfoSphere Guardium, we
would need an army of additional
IT people.” Top Bank


Data Quality Solution
Understand
Investigate data sources
Discover hidden relationships
and linkages between tables IBM is helping us create a trusted data layer that
and data sources feeds all our applications and our analytic
Profile for anomalies processes”
HealthNow
Cleanse
Standardize data formats
Match and deduplicate data
from all business domains
Advanced survivorship and
householding of data

Monitor
Measure success with KPIs
Dashboards, graphics and
business level quality reports
Trend analysis, snapshots and
user-defined views


Data Integration Imperative

Business leaders frequently
make decisions based on
information they don’t trust, or Top quintile of CFOs are
don’t have

at integrating information
Business leaders say they don’t
’
have access to the information
they need to do their jobs

of CIOs cited “Business
intelligence and analytics” as
part of their visionary plans
to enhance competitiveness

of CEOs need to do a better job
capturing and understanding
information rapidly in order to
make swift business decisions


Data Integration Solution
Data Integration

Information
Workers

Deliver trusted information from
fragmented, disparate systems at
volume and velocity required.

Best Performance and Scale
Realtime or Batch Delivery
Lineage and Impact Analysis
Common Metadata Foundation
Broadest Connectivity & Reach


Data Integration Impact

Yum! Brands is using DataStage to make the most-up-to-date data from
their 9,500+ US company and franchise stores across 5 brands available
in Netezza EDW to increase service value and
service excellence to their customers.”
Yum! Brands

Deliver trusted information from
fragmented, disparate systems
at volume and velocity
required.

Address the diverse needs in the
business with relevant
information when, and where
they need it.


Master Data Imperative
Drive Revenue
Improve customer retention
Identify cross-sell, up-sell
opportunities
Introduce new products faster
Identify high value customers

Increase Agility
Consolidate data from
silos/Integrate new systems
quickly (M&A) Double-digit 5 year CAGR on
MDM global spend (Gartner)
Grow with the business
Meet demands of new
business channels

Cut Costs
Automate manual business
processes
Reduce data errors
Simplify integration projects
Eliminate excess mailings


Master Data Solution

All domains – customer, citizen, supplier,
employee, product or service, asset, financial,
and location data
All implementation styles
- virtual registry, physical repository
- hybrid, collaborative authoring
MDM powered solutions framework
Fully pre-built, modifiable pre-built,
or build-it-yourself platform

Master Data Impact

Our costs were approximately 50 percent lower due to utilizing
IBM’s MDM business services versus building them with another
MDM tool.”
Bank of America

Nationwide Insurance boosted
revenue by $31 Million via
cross selling across lines of
business

Moneygram stopped 2,200
fraudulent transactions
saving more than $7 million


Data Lifecycle Imperative
Increasing Costs

CapEx
Amount spent in 2011 on storageb
Storage
OpEx cost of storage OpEx
vs. cost to procurea

Poor App Performance
Time DBA’s spend weekly
on disk capacity issuesc

The amount of time needed to run “daily”
batch processesd

Compliance & Risk

of firms retain structured
data for 7+ yearse

of firms use back-up for
data retention needse


Data Lifecycle Solution
Application Archiving

Test Data Management

Full Lifecycle management of data
in mission critical applications
and corporate databases.

Discover, Understand, Classify
Data Growth Management
Data Subsetting and Masking
Application Retirement

Data Lifecycle Impact

Before implementing database archiving, we had been noticing execution times
for our batch process creeping steadily upward, which we attributed to the volume
of data our programs had to sift through. Those times are now shorter, and we
think that archiving contributed to that result.
American Electric Power

“We knew that Optim would
provide the capabilities we
needed to automate the
process of retrieving archived
records. So far, we have
shortened the retrieval
process from several days
to a few hours.”

Allianz Seguros


Any Data

In my fourteen years of using this product set, there has not been one solution
that I could not deliver due to complexity or timeliness.”
Shared Health


Single Platform Best Performance Industry Focused Fastest ROI
Unified Blueprints Fast Provisioning Total Governance Trusted Data
Cloud Ready Rapid Discovery Agile Frameworks Lowest TCO


IBM is Business Driven

Respond Quickly to Increase Revenue Rescue Runaway
Compliance Demands Opportunities Costs

Govern – Privacy – Quality – Integrate – Master – Lifecycle

Business Subject Matter Architects Data Developers DBAs
Users Experts Analysts


Smarter, Faster Integration

Balanced Optimization for
automatic use of most efficient
Massively Parallel Platforms (MPP)
- including Source, ETL Mid-Tier or
Target Data Warehouse Appliances
(such as Netezza)

Probabilistic Matching and
learning-based algorithms for
Data Quality and Cleansing

Native Big Data support for the
most popular Hadoop HDFS
systems (including BigInsights)
and built-in MPP grid for ETL


Accelerate Analytics Insight
Top challenges to effective Business Analytics projects:

30 “Defining Business Analytics and Its Impact on Organizational Decision-Making,” ComputerWorld © 2012 IBM Corporation

Measurable Returns
Enhance Customer Optimize Real-Time
Understanding Decisions
• Customer Churn • Trading Advantage
• Marketing Spend • Fraud Protection
• Sales Productivity • Health Monitoring

Foster Enable Enterprise
Collaborative Decisions Visibility
• Customer Service • Risk Management
• Channel Management • Demand Visibility
• Loan Origination • Strategy Alignment


IBM Delivers it Best
Most Innovative:
1st Integrated Platform
1st Governance Built-in
1st Unified MDM Solution
1st Big Data ETL Platform
1st Integrated Data Lifecycle

Market Leadership:
#1 ETL Market Share (IDC)
#1 MDM Market Share (Gartner)
#1 DQ Vision (Gartner)
#1 in Integration Capabilities (Gartner)
#1 Lifecycle Management (IDC)


Join the Community
IBM Information Governance Council
Practical Maturity Model since 2005 for
Information Governance leveraged by over
250 customers
Community now exceeds 1500 members
Join the community
www.infogovcommunity.com
Self assessment

Free workshops and assessments
http://www.infogovcommunity.com/self_assessment/first

Join the community and perform a self
assessment of your organization’s data
governance maturity, benchmark your
results against peers in your industry.


Gain Insight from IBM
Schedule an IBM Data
Governance Workshop
6 Steps to Governance
Get the IBM Unified Data
Governance Process
Conduct a Information
Governance Maturity
Assessment
Establish a Roadmap
Identify the Business Value
to justify an Information
Governance Program
Discuss common KPIs for
measuring success

http://www-01.ibm.com/software/data/info/information-
governance/?cm_sp=MTE22494


Attend an Event
http://www-01.ibm.com/software/data/information-integration-governance/forum/

Information
Integration &
Governance Events
are running all year

Meet and talk with
industry experts in
data integration and
governance

Check often for new
events in a city near
you


Accelerate Return on Data

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