Sustainable Competitive Advantage

Through Better Decision:

How Big Data Information Discovery Provides Valuable Insights
Tidaporn Santimanawong, Sales Consulting Director, Oracle ASEAN Business Analytics

Copyright 2012, Oracle and/or its affiliates. All rights reserved.

Business Intelligence
  
(Multi-dimensional)


(Life Style, Value)

2012 Oracle Corporation

Confidential Oracle Internal

Generation Y, Young Generation

Generation Y
35

55%
)

(1,024

42%

2012 Oracle Corporation

Confidential Oracle Internal

Generation Y, Young Generation

Y

+,

2012 Oracle Corporation

Confidential Oracle Internal

Oracle Business Analytics

Drive Better Business Outcomes

BETTER
DECISIONS

ANY
DATA

Copyright 2012, Oracle and/or its affiliates. All rights reserved.

FASTER
ACTION

Oracle Confidential.

Dialogues Contain Critical, Untapped Insights

Why should I pay a
checking fee if other
banks dont charge
one?

She saved the project

with strong leadership
& building trust with the
customer.

Competitive pricing is
15% lower than yours
and they offer
discounted shipping.

Refuse collection hasnt

been so reliable recently
8 theyve been coming
late

Customers

Workforce

Supplier &
Partners

The Public

Copyright 2012, Oracle and/or its affiliates. All rights reserved.

New Insights Drive New Opportunities

Customers

Workforce

Revenue & margin

Customer retention
Brand perception
Segmentation and
targeting

Employee retention
Improved
productivity
Hiring& Staffing
Compensation

Impact
3rd Parties
Revenue
& margin
Revenue
& margin

Operational
efficiency
Operational efficiency.
Better
partnerships
Better
partnerships

Product
positioning
Product positioning.

Copyright 2012, Oracle and/or its affiliates. All rights reserved.

The Public

Public sentiment
Trends insight
Brand perception
Hiring ability

The Challenges of Unstructured Data

MOSTLY TEXT, AND
DIVERSE SCHEMAS

DATA CAN BE DIRTY OR

OF UNCERTAIN VALUE

DATA IS GROWING
IN VOLUME
AND DIVERSITY

XML
80% UNSTRUCTURED

20% STRUCTURED
Business Intelligence
and Data Warehouses

Text in Enterprise
Applications

Copyright 2012, Oracle and/or its affiliates. All rights reserved.

Enterprise Content Systems,

File Systems, Email

Websites

Social Media

Big Data

Oracle Endeca Information Discovery

Extend Business Analytics with Unstructured Data
Oracle Business Intelligence

Oracle Endeca Information Discovery

Best platform for integrated ROLAP and MOLAP

Best platform for Unstructured Analytics

Endeca Server

BI Server + Essbase

Hybrid Search/Analytical Database

Flexible Data Model

Common Enterprise
Information Model

Structured Data
OLTP & ODS
Systems

Enterprise Applications
(Oracle, SAP, Others)

Copyright 2012, Oracle and/or its affiliates. All rights reserved.

Unstructured Data
Data Warehouse
& Data Marts

Websites

Content Systems,
Files, Email

Social Media

Big Data

High Value Information Discovery use cases

impossible to address with traditional BI tools
Four example use cases:
1. Product Quality - Discovery and Analysis :- ERP Manufacturing Apps
2. Insurance Claims - Discovery and Analysis :- Insurance and Healthcare customers
3. Criminal Intelligence - Discovery and Analysis :-Law enforcement and intelligence
agencies
4. Social Media and Sentiment - Discovery and Analysis:- CRM Application

10

2011 Oracle Corporation

Confidential Oracle Internal

Use Case 1: Product Quality Discovery & Analysis

CUSTOMER PROFILE

PAINS

OBJECTIVES

Discrete manufacturer

Product failure data cant be

incorporated into improvement
processes because it is in
unstructured (text) format

Earlier detection of warranty or quality

concerns

Product population <100M

Difficult to prioritize manufacturing

fixes due to inability to quickly
measure risk of potential warranty
exposures
Inadequate information and
traceability to reclaim warranty
related costs from suppliers

IT Manager
Oracle allows us to correlate structured product
and supplier data with unstructured warranty
claim information. This effectively reduces the
issue discovery effort and time to correction.

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2011 Oracle Corporation

Confidential Oracle Internal

Unlimited exploration across all

dimensions of the source data
systems
Increased supplier recovery
Reduced detection to correction time
and warranty related costs
Reduced product launch risks

Global Automotive Manufacturer Gets Ahead of Quality

Issues
Investigate Root Cause
Reduce warranty costs and

detection to correction time

Common view of six years of
product and quality data from
multiple systems
Quality engineers explore root
cause (why) of product issues from
unstructured data.
Operates along side Oracle BI EE,
Essbase, EPM and PeopleSoft

12

Copyright 2012, Oracle and/or its affiliates. All rights reserved.

An Example: Automotive Quality

Correlation Analysis
identifies a high rate
of battery failures in
Scandinavia
Algorithm
Suspect

The Analyst Discovers:

Service technicians and vehicle owners
have complained about the problem in
unstructured text - and also mentioned
seat heating
The alternator on problem vehicles has
recently been second sourced from a
new supplier
This new alternator ...
... delivers insufficient power
... in extreme conditions
... in vehicles that have seat heating

13

Copyright 2012, Oracle and/or its affiliates. All rights reserved.

Using Endeca the analyst

investigates:

Data:
Structured &
Unstructured

Discover

Explore

Structured Data
- Defective parts and suppliers
- Vehicle models and options
- Weather patterns
- Manufacturing sites and dates
- Vehicle distribution and delivery
Unstructured Data
- Service Technician Reports
- Internet Forums

Opportunity 2: Insurance Claims Discovery & Analysis

Who buys it & what are they looking for?
CUSTOMER PROFILE

PAINS

OBJECTIVES

Insurance provider

Claims management system

notes cant be incorporated into
analysis because it is in
unstructured (text) format

Earlier, more accurate detection of

fraudulent insurance claims

Active claims between 1M and

10M

Difficult to identify fraudulent

claims without ability to correlate
information between different
sources
Existing BI tools arent designed
for use by front line claims
analysts with domain expertise

CIO
The notes in our claims management system
are finally available alongside our structured
data sources, supporting our fraud detection
efforts and improving call handling quality.
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2011 Oracle Corporation

Confidential Oracle Internal

Unlimited exploration across all

dimensions of the source data
systems
Consumer-friendly, search-oriented
interface
Reduced overall claims cost and
increased customer satisfaction

Customer Success: Liberty Mutual

Auto, Home and Life Insurance Provider
OVERVIEW
Liberty Mutual needed to reduce claims fraud and abuse while improving

overall customer satisfaction

CHALLENGES/OPPORTUNITIES
Existing BI standard (MicroStrategy) unable to combine notes fields from

insurance claims with structured data sources

Competitive pressure from low-cost providers to differentiate by providing best-

in-class customer service

SOLUTION
Provides a set of combined views across structured and unstructured data

from over 10 million active personal market claims

360 degree view of each claim enables faster and more accurate identification
of fraudulent and abusive claims
Front line claims analysts can access data while on the phone with a customer
to improve customer responsiveness and satisfaction

15

Copyright 2012, Oracle and/or its affiliates. All rights reserved.

RESULTS := Go-live 10/21/2011

Use Case 3: Criminal Intelligence Discovery & Analysis

CUSTOMER PROFILE

PAINS

OBJECTIVES

Law enforcement agencies

Information can be useless by the time it is

cleaned, processed and loaded into a
warehouse
Reduction in operating budget and
operations staff while activity levels are
increasing limits ability to quickly perform
crimes analysis
Activity history spread across several
different solutions, agencies and data
formats
Challenge to manage increase in activity for
major public events.

Advance detection and crime

prevention

Intelligence agencies
City, state and national
government

Deputy Superintendent of Police

Our aim is to improve our existing intelligence research capability and as a
result, deliver a better service to our community. The contextual navigation
offers our analysts visibility into critical information that was unattainable
until now, enabling greater discovery for better intelligence decision-making.

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2011 Oracle Corporation

Confidential Oracle Internal

Reduce operating costs and increase

intelligence visibility
Efficient deployment within first line
operations

Protecting Citizens
Discovering Protest Activities

Background

NATO Summit in Chicago, May 2012

7,000 Visiting Dignitaries

2,200 Journalists

10s of thousands of protestor

Thousands of Officers

Solution

17

Monitor Social Media to identify hot-spots

Correlate with police deployment

Initiate operational orders

Retrospectively identify potential witnesses

Copyright 2012, Oracle and/or its affiliates. All rights reserved.

Use case 4: Social Media and Sentiment Discovery & Analysis

Who Buys It & What Are They Looking For?
CUSTOMER PROFILE

PAINS

OBJECTIVES

Companies selling products or

services directly to consumers

Brand and reputations can be helped or

threatened quickly by the increasing
influence of social media
Need to justify and refine budgets for
social media campaigns and activity
Difficult to figure out the best ways to
capture, integrate and analyze this
growing amount of unstructured social
data
Most analytic tools are too generic to
address key social media analytic
requirements

Defend brand and reputation cost

effectively

Organizations and agencies that

take their message directly to
people

Emily, Director of IT Strategy

Weve been investing in social media without a plan for
long enough. Endeca allows us to measure the
effectiveness of our campaigns both online and off
while improving and protecting our brand.

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2011 Oracle Corporation

Confidential Oracle Internal

Gain deeper insight into overall social

media impact and campaigns
Gauge social media sentiment on new
products released
Correlate consumer behavior with
various new product and service
offerings

Better insight into regional sales performance

RESULTS

Explore New Concepts

1.5 years time savings and $4 million implementation cost

savings over alternative approach
Better insight on regional sales performance
Higher profit margins

OVERVIEW
Land OLakes, with annual revenues of $11B,
operates in the dairy products and agricultural
services segments. It is owned by and serves more
than 4,600 dairy farmers and some 980 community
cooperatives.

CHALLENGES/OPPORTUNITIES
Maximize profitability by positioning higher margin
products
Leverage detailed regional seed and crop
protection data to drive sales
Correlate marketing initiatives with sales
performance

19

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Consumer Goods: Discover New Insights from

Big Data
Consumer Sentiment Impact
on Sales
Understand consumer dialog to aid

sales performance
Integrated customer service center
conversations, social media dialog,
loyalty card transactions and ad
spend
Discovered how viral events
influence consumer brand
sentiment and impact to sales
performance

20

Copyright 2012, Oracle and/or its affiliates. All rights reserved.

Business Intelligence and Information Discovery

Complete Business Analytics Solution

Structured Data
Modeled and
conforming

Analysis Problems

Discovery Problems

Measure, Analyze, Report

Investigate, Explore, Understand

Existing DW
Proven Answers to Known Questions

Unstructured Data
Diverse, textual,
uncertain quality

21

Copyright 2012, Oracle and/or its affiliates. All rights reserved.

Information Discovery
Fast Answers to New Questions

Optimized
for Exalytics
In-Memory
Machine

Discovery often begins with a suspicion ...

ORACLE R Enterprise
Popular open source statistics package
Wide range of advanced analytical
functions
Integrated with database for scalability

Intuition

Report

Algorithm

Oracle Data Mining

In-database data mining algorithms
Text mining
Predictive Analytics

Suspect

Data:
Structured &
Unstructured

Value

22

Copyright 2012, Oracle and/or its affiliates. All rights reserved.

Discover

Explore

Endeca Information Discovery

Big Data Information Discovery

23

Oracle Confidential.

Diverse
Unstructured
Information

Solve the Mystery

of

Sustainable Competitive Advantage Through Better Decision

24

Copyright 2012, Oracle and/or its affiliates. All rights reserved.

25

Copyright 2012, Oracle and/or its affiliates. All rights reserved.