Teradata Whitepaper_0.pdf

WHITE PAPER 02.13

TERADATA UNIFIED DATA ARCHITECTURE Give Any User Any Analytic on Any Data

EB 6705

TERADATA UNIFIED DATA ARCHITECTURE GIVE ANY USER ANY ANALYTIC ON ANY DATA

EXECUTIVE SUMMARY We are at a time in history when vast amounts of data bring tremendous opportunity. The combination of exploding data paired with advanced technologies for analytics represents an exciting new frontier for businesses. However, the challenges of capturing and interpreting all this data are significant. Enterprises need flexible, sophisticated, and cost-effective solutions that can complement existing technology and scale as the organization grows. The data warehouse continues to be a key component of the architecture to deliver these analytics, while complementing it with other technologies that are better suited at handling certain types of data or analytics provides even greater value. Companies need to capture, store, and analyze not only structured data, but new forms of multi-structured data such as web logs, social media, text, graphics, email, audio, machine-generated data, and much more. Their users need powerful analytics to discover patterns in this data using the skills and tools they already possess. Until now, these huge amounts of data have been ignored or underutilized simply because the tools didn’t exist to make sense of it all. The good news is that increasingly sophisticated software is combining with growing computing horsepower to produce new analytics platforms that can handle all types of data from disparate systems. Organizations can extract intelligence from their data to significantly outperform their rivals on growth, earnings, and performance. Teradata Unified Data Architecture™ is a new innovation that lets organizations do just that: leverage all their data for new insights and new business opportunities.

THE CHALLENGE: INTEGRATING AND EXTRACTING VALUE FROM ALL THE DATA Included in the notion of big data is not just its volume, but also its complexity—known as multi-structured data. In addition to structured data found in a typical database, such as ERP data, inventory records, and supply chain records, there are semi-structured data types such as weblogs, XML, JSON, social profiles, and Twitter feeds. Add to that unstructured data types such as images, audio, text, and video, and it’s evident that it’s not just more streams of data companies must contend with, but entirely new ones. In addition, big data is generated with high velocity and collected at frequent intervals, which is what makes it both valuable and difficult to analyze.

2

WHITE PAPER 02.13

EB 6705

BIG DATA IN TODAY’S WORLD Vast amounts of data are created every day by machines as well as billions of people using computers, smart phones, tablets, and other personal electronics. Companies are now capturing trillions of bytes of information about their customers, suppliers, and operations. Networked sensors in devices such as mobile phones, smart energy meters, automobiles, and industrial machines sense, create, and communicate data constantly. The sheer magnitude of the numbers around big data is breathtaking. Consider that: ~~ 2.7 Zetabytes of data exist in the digital universe today.1 ~~ According to industry analyst IDC, data volumes are expected to more than double every two years between now and 2015. 2 ~~ On Facebook alone, 30 billion pieces of content are shared every month. 3 ~~ 235 Terabytes of data have been collected by the U.S. Library of Congress in April 2011.4 ~~ YouTube users upload 48 hours of new video every minute of the day. 5

As a result, there are broad challenges to getting value from data. Different data carries different worth, comes in different formats, requires different analytics, and serves different business purposes. Enterprises need technologies that can address these challenges while delivering a holistic view across all of their data to make unique associations and ask the important questions about customers, products, or entities. So it reasons that employing multiple technologies may be the answer. These fall into three categories; data staging, data discovery, and data warehousing. Each brings unique value and capabilities. However, integrating these technologies can create additional overhead. Organizations must be careful to choose intelligent solutions that maximize business benefit and minimize or eliminate the overhead.

THE SOLUTION: TERADATA UNIFIED DATA ARCHITECTURE Teradata Unified Data Architecture™ is the most powerful and complete analytics solution available today. By integrating the Teradata data warehouse, Aster discovery platform, and open-source Hadoop into a cohesive and

TERADATA UNIFIED DATA ARCHITECTURE GIVE ANY USER ANY ANALYTIC ON ANY DATA

transparent fabric, Teradata Unified Data Architecture™ bridges the gap between the business language of SQL and the emerging popularity of MapReduce. The result is a unified, high-performance analytics environment. Organizations can ask any question of any data at any time and unlock new and valuable insights, resulting in higher productivity, lower costs, and new business opportunities. No data is too big or too complex. Users can ask the most challenging questions and get speedy answers.

WHITE PAPER 02.13

EB 6705

“As a big data practitioner and a data warehouse evangelist, what truly is a forward thinking architecture from my perspective is the ‘unified data architecture.’ This is where the rubber meets the road in my opinion. What this architecture does for users is create two platforms at the same time—one for exploration and mining purposes and the other for analytics and management reporting. You can push workloads across the different architectures here and leverage the power of all the pieces of the infrastructure. With the right approach and solution architectures, enterprises can take a giant leap forward for the big data journey on these types of platforms.” Krish Krishnan, President & CEO, Sixth Sense Advisors Inc

Figure 1. Teradata Unified Data Architecture™

Key components of Teradata Unified Data Architecture™ are data warehousing, data discovery, and data staging. (See Figure 2.) The Teradata® Database is the market-leading platform for delivering strategic and operational analytics throughout your organization so users can access a single source of consistent, centralized, integrated data. Teradata’s approach to integrated data supports the highest business value through cross-functional analysis. Users can ask any question at any time—from determining complex trends and anomalies in the business to automated custom web offers with thousands of short queries. You’ll have the flexibility to do it all—all at the same time—with intelligent query processing that supports any physical data model. With more than 30 years of cutting-edge development, Teradata Database runs the world’s leading data warehouses. The Teradata Aster Database brings the power of MapReduce to business users. Patented Aster SQLMapReduce® empowers business users to run MapReduce

3

functions using SQL, thus enabling data discovery through iterative analytics against both multi-structured data as well as structured data. Pre-packaged analytics allow businesses to quickly start their data-driven discovery. And companies can create their own custom reusable analytics and deploy to broad numbers of users through standard SQL. For companies that require an open source Hadoop solution, Teradata delivers an engineered and supported Hadoop appliance that goes beyond standard ones. Teradata integrates Hortonworks Hadoop with robust tools for system management, data access, and one-stop support for all Teradata products. Teradata Unified Data Architecture™ brings these powerful technologies together and integrates them with value-add software, staging, and support. Teradata Unified Data Architecture™ is the only truly unified solution on the market, leveraging the bestof-breed and complementary values of Teradata data warehouse, Aster discovery platform, and open-source Hadoop to align the best technology to the specific analytic need; all engineered, configured, and delivered ready to run. Teradata integrates key value-add enabling technologies such as Teradata BYNET® that unify the solution; allowing companies to focus their efforts on

TERADATA UNIFIED DATA ARCHITECTURE GIVE ANY USER ANY ANALYTIC ON ANY DATA

WHITE PAPER 02.13

EB 6705

~~ Smart Loader for Hadoop gives users and administrators a friendly point-and-click, drag-and-drop interface for bi-directional data movement between Teradata Database and Hortonworks Hadoop ~~ Unity Data Mover delivers intelligent, high speed data movement between Teradata systems. Its combination of command line or GUI driven interface coupled with its automatic selection of load utility gives users and administrators a powerful tool for data movement Single Operational View for Management

Figure 2. Key components of Teradata Unified Data Architecture™

~~ The ease-of-use and anytime, anywhere access of Teradata Viewpoint is now available on the Aster Big Analytics Appliance with support coming soon to Hortonworks Hadoop, giving administrators a single console for managing all the Teradata analytics systems in their environment

Transparent Access

~~ Teradata Vital Infrastructure brings one-stop support to the Teradata Workload-Specific Platform Family, Aster Big Analytics Appliance, and coming soon for Hortonworks Hadoop. Automated monitoring and fault escalation for all three technologies delivered from a single source

~~ SQL-H™ provides a robust interface for run-time data access from Aster Database to Hadoop, with Teradata Database to Hadoop support coming soon

~~ Unity Ecosystem Manager brings end-to-end monitoring of process, components, and data across Teradata systems

~~ SQL Assistant provides a user-friendly SQL creation front-end for a consistent experience across Teradata Database and Aster Database

~~ Unity Director makes managing multiple systems running the Teradata Database easy by intelligently applying database management commands to all participating Teradata systems

extracting business value from their analytics rather than trying to make them work together. These key value-addenabling technologies are:

~~ Unity Director automatically routes users and queries between Teradata systems based on context of the query and system availability Seamless Data Movement ~~ Connectors provide easy to use, high-speed data movement between Teradata Database and Aster Database, Aster Database and Hadoop, and Teradata Database and Hadoop

Maybank, a Malaysian bank, used Teradata Unified Data Architecture to improve its marketing campaigns. The campaigns were 10 times more successful than before, gaining RM 3 billion ($961 million) in new sales and realizing a 164 percent annualized ROI.

4

Bringing these technologies together allows organizations to quickly run iterative analytics against a broad, deep set of data using SQL, SQL-MapReduce, non-SQL languages and tools. Businesses can capture, store, and analyze data from all parts of the organization and turn it into actionable intelligence. By combining analytics capabilities, the unified data architecture allows business to explore vast stores of traditional and new data sources, resulting in knowledge and insight that can result in new revenue opportunities. Deriving meaning from all of their data is allowing companies to better understand and predict customer behaviors, and by doing so, improve the customer experience. Transactions, multi-channel interactions, social media, syndicated data through sources such as loyalty cards, and other customer-related information are enabling organizations to assemble a complete picture of customers’ preferences and demands.

TERADATA UNIFIED DATA ARCHITECTURE GIVE ANY USER ANY ANALYTIC ON ANY DATA

WHITE PAPER 02.13

EB 6705

EXAMPLE #1 Problem A large global bank was struggling with reducing churn in profitable customer segments. Part of the problem the bank had in tackling this issue was integrating customer interaction data across multiple channels from numerous silo’ed repositories. The size of the data—billions of records per month—also made the analysis of this information a very complex exercise. They sought a solution to proactively help detect and prevent churn amongst profitable customers. Solution Leveraging the powerful analytic capability of Teradata Unified Data Architecture™, this leading financial institution was able to build an enterprise view of all customer interactions with the bank and identify most frequent paths to account closure across all interaction channels. This solution allowed the bank to:

• Reduce churn amongst profitable customers by five percent This was achieved by using: • An enterprise data warehouse from Teradata for historical customer transaction, profile and product information • Aster Database to analyze and discover patterns through nPath analysis to determine which actions were most likely to lead an account closure • Hadoop for loading, storing and refining data and optimizing storage costs • Aprimo Relationship Manager to make real-time decisions and offers to enhance customer satisfaction and deliver the right offers at the right time preventing account closures and actually growing the customer relationship

• Identify the causal event • Remove that event

EXAMPLE #2 Problem

• Comparison of technology performance (3G vs. 4G)

A global communication service provider is interested in improving network performance by learning more about customer experience and device utilization/performance. This requires the deployment of continuous Deep Packet Inspection (DPI).

• Identification of potential problem devices

They wanted to determine customer activity impact on network performance.

5

• Reusable data for other business processes • Identification of potential malicious applications (fraud, denial of service, etc.) • Deeper understanding of customer behavior

Solution

This was achieved by using:

Teradata, with its industry application partner, developed the means to collect and filter DPI data into a more manageable Hadoop infrastructure. This condensed data (up to 85B data files/day) is then sent to the Teradata system, where additional filtering and enrichment is performed to prepare that data for a wide range of analytic and discovery processes with the Aster Database. The benefits realized include:

• Teradata Database and Aster Database for data processing, including

• Visualization of problem spots on the network (cell sites, network elements, etc.)

• Packet inspection, customer profile data, network inventory

–– Data collection, aggregation, rollup, consolidation –– Data filtering, enrichment with reference data, analytics • Hadoop for data collection

TERADATA UNIFIED DATA ARCHITECTURE GIVE ANY USER ANY ANALYTIC ON ANY DATA

WHITE PAPER 02.13

EB 6705

EXAMPLE #3 Problem A Global Communication Service Provider is interested in preventing customer churn by identifying at-risk customers and then providing special offers that reduce the likelihood of churn in a profitable way. This requires use of predictive analytics. Solution

• Determine problem spots on the network (cell sites, network elements, ...) that are driving churn • Understanding of other key reasons for churn— performance, competitive offers, ... • Discover what offers have avoided churn by similar customers in the past

Teradata and Alteryx delivers an end-to-end analytic workflow process from data consumption and analysis to application deployment. Alteryx integrates and loads call detail records from diverse sources along with customer data from the Teradata warehouse into the Aster Database to create a complete, rich data set for iterative analysis. This enables a data scientist to run iterative discovery analysis to determine the key indicators that cause churn and loyalty. These key indicators are captured as repeatable applications to enrich the data warehouse with churn and loyalty scores. In addition, the discovery analysis can be captured and deployed to the business users as a parameterized application for further iterative analysis. As a result the provider can:

• Identify which offers will work and evaluate a least cost offer to prevent churn

• Identify key customers that are likely churn candidates

• Alteryx for data blending and business user driven workflow

• Ability to make offers to keep customers from churning • Deeper understanding of customer behavior This was achieved by using: • Aster Database for data set creation and segment creation • Teradata Database for customer data and customer segmentation • Teradata Data Labs for combined data analytics

CONCLUSION Teradata is the best choice for companies that are serious about using data to build a competitive edge. Teradata Unified Data Architecture™ is the first to unify all forms of data into an architecture that enables business insights from across the enterprise.

To learn more about how Teradata can architect a custom solution designed to meet your organization’s needs and derive the greatest value from traditional and new data types, please visit www.teradata.com, or call your Teradata representative.

ENDNOTES 1. Infographic: Big Data Brings Marketing Big Numbers, Marketing Tech Blog, http://www.marketingtechblog.com/ibm-big-datamarketing/ 2. IDC Digital Universe study, “Extracting Value from Chaos” http://www.emc.com/collateral/analyst-reports/idc-extracting-valuefrom-chaos-ar.pdf 3. MGI Big Data Report, McKinsey Global Institute, http://www.mckinsey.com/Insights/MGI/Research/Technology_ and_ Innovation/Big_data_The_next_frontier_for_innovation 4. Infographic: The Potential of Big Data, http://blog.getsatisfaction.com/2011/07/13/big-data/?view=socialstudies 5. The Big List of Big Data Infographics, July 24, 2012, http://wikibon.org/blog/big-data-infographics/

10000 Innovation Drive Dayton, OH 45342

teradata.com

The Best Decision Possible, Unified Data Architecture and SQL-H are trademarks, and SQL-MapReduce, BYNET, Teradata and the Teradata logo are registered trademarks of Teradata Corporation and/or its affiliates in the U.S. and worldwide. Hadoop is a trademark of the Apache Software Foundation. Teradata continually improves products as new technologies and components become available. Teradata, therefore, reserves the right to change specifications without prior notice. All features, functions and operations described herein may not be marketed in all parts of the world. Consult your Teradata representative or Teradata.com for more information. Copyright © 2013 by Teradata Corporation All Rights Reserved. Produced in USA.