big transaction data

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Big Transaction Data

Accelerating Business Growth

December 4, 2012 v. 3a © 2012 OpTier. All rights reserved.


Agenda

What is Big Data?

What is Big Transaction Data (BTD)?

Why does BTD reinvent the economics and approach of Data Analytics & Big Data?


What is Big Data?


Real World Architecture


Real World ProcessesCustomer

LoyaltyPrevious Orders

Tax Calculation

Rebates and Finance Offers Final Order

Value


Real World Data Stored in SilosCustomer

LoyaltyPrevious Orders

Tax Calculation

Rebates and Finance Offers Final Order

Value

Data is scattered across 20,000 machines

Transactions are recorded only by Customer loyalty number

Transactions only indexed by non-

synchronized clock time

Terabytes of data

Old system with no useful records

Only aggregate data: Per hour

totals

This drives significant inefficiencies and costs when analyzing data using traditional methods & also

with Big Data


The ChallengeWhich alternative IT investment will have the largest

impact on revenue?

What technology can be virtualized

or put in the cloud?

Which technology can I decommission with minimal impact

on business?

What improvements in IT performance will have the greatest impact on reducing churn of high

value customers?


Current Approach to Big Data

• $$$$ – Involves multiple technologies, large number of IT resources, and huge computing power/storage

• Complex – Requires manual data mapping, application knowledge, and data relationships determined through advanced statistical analysis

• Slow – Answering a business question can take months!

Analytics

Big Data Process – “4 Steps”

Data Collection

•System monitors

•Logs•Multiple Tools•Multiple DBs

Data Cleansing and Normalizing

•Statistical models

•SAS or other analytics engine

Data Transformation

•ETL •Typically custom development

Reporting

•Static Reports •Not real-time

The primary issue with Big Data today is not the large volumes, it is the need to clean, normalize, and infer data relationships through statistical modeling


Gartner Agrees

5-10%

10-15%

30-60%!!!

20-30%

20-30%

5-10%

Source: Gartner (March 2012) – Typical analytic process using CRISP-DM, the cross-industrystandard process for data mining methodology

Majority of time and $ spent in IT trying to make sense of and prepare data


Application and Infrastructure Performance

Business OutcomesUser and Session

Create a Business Transaction

Overcoming this Challenge

Web

Mobile

Device

• Create transactions across tiers in the context of a business process, user, location etc.

• Normalized, linked, real time data set.

• Addresses the primary challenge, and the largest effort by consumers of big data today is in finding the relationships or links between various data sets.


Visualize a Transaction


What is Big Transaction Data?

Analytics

Data Creation Experimentation Visualization and Dashboards

Big Transaction Data Process – “3 Steps”

It takes hours or days not weeks or months to get answers to your questions?

• Big Data – Big Data is the process of storing large amounts of data, performing analytics on those data, and providing real business benefit.

• Transaction – Refers to any business process that is supported by applications or systems.

• Context – The “who,” “what,” “where,” information associated with a transaction.

• User information and behavior

• End to end transaction topology

• Entity relationships and payload

• Session information• Performance of each

involved IT component• Business outcome

• Data visualization solution

• Dashboards

• Business analysts experiment directly with the data

• Data from other sources such as CRM and inventory, can be easily added


BTD’s Affect on Gartner’s Report• Almost eliminates the dependence on IT for analytics• Can remove all steps associated with data understanding and preparation• All time can be focused on understanding problems, modeling, and evaluating results

5-10%

10-15%

30-60%!!!

20-30%

20-30%

5-10%


Elements of a TransactionA business transaction is any interaction between an end-user and one or many

applications

BIG TRANSACTION DATAThe contextual relevance that are most valuable to 99% of business questions are rooted in the

following

USERS & CUSTOMERS

- User- Location- Device- Browser- Connection

Speed

BEHAVIOURS & ACTIONS

- Transaction type

- User actions- Visits- Result

SERVICE PROVIDED

- System Response Time

- Reliability (errors)

- IT Topology

BUSINESS OUTCOMES

- Call center volume

- IT costs- Revenue

transactions

3rd Party Data

CUSTOM BUSINESS

DATA- Trade Value- Search

Criteria- Funds

Transfer Amount

Unique to Application


Example Use CaseA simple illustrative example deals with IT investment that will have the biggest positive impact on revenue

USERS & CUSTOMERS

- User- Location- Device- Browser- Connection

Speed

BEHAVIOURS & ACTIONS

- Transaction type

- User actions- Visits- Result

SERVICE PROVIDED

- Front End Response Time

- Back End Response Time

- Reliability - IT Topology

EXTERNAL DATA

- Call center volume

- IT costs- Revenue

transactions- Marketing Info

INTERNAL BUSINESS

DATA- Shopping

Cart Value- Search

Criteria- Fund Transfer

Amount

General QuestionWhere should I invest IT budget to have the biggest impact on revenue?

E-Retailer Specific ExampleWhat is the infrastructure whose performance impacts customer purchase decisions the most?


Example Use Case – ContinuedThe analysis clearly shows that improving performance of the product catalog will have the biggest impact on revenue

Product Catalog DB – Strong Correlation Authentication Service - No Correlation

Doing this analysis with BTD is easy!

Step 1: Aggregate transaction stream into a clean historic data set. (Each visit, performance during that visit, the sales outcome)

Step 2: Explore historic data set by aggregating the visits into a report summary.(Tier performance by average revenue per visit)


Conclusion The primary issue with Big Data today is not the large volumes,

it is the need to clean, normalize, and infer data relationships through statistical modeling.

Big Transaction Data will: Save a single stream of Big Data, with context, generated

from transactions at the time of execution Store this contextual data as a normalized, linked, real time

data set Take analytics out of the hands of IT and put it in the hands

of the people who understand the business Allow business questions to be answered in a matter of

hours vs. months with traditional methods


APPENDIX


Who we are…

Application and Infrastructure Performance

Business OutcomesUser and Session

Business Transactions Are Our DNA

• Create over 3 Billion Business Transactions a Month

• Current client base using includes:World’s largest transaction processor company50% of Fortune 50 Financial InstitutionIndustry’s #1 retail mortgage lenderWorld’s largest mutual and property casualty insurance companyLargest SAAS company

• Historically analyzed Business Transactions for APM• Rebranding Offering to Include BTD

big transaction data - cmg vegas 2012

Documents

big data big data

data relationships

data topology dashboards

data understanding

big transaction data

big databig data process

real world data