oracle big data and rtd v5

Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 1

권영혁

한국오라클유한회사

빅데이터로 미래 예측분석:

RTD로 과거 빅데이터

분석을 미래 예측으로 Endeca

RTD


Agenda

Data, Data, Data and Big Data

Value와 Analytics의 진화

오라클의 Business Analytics

RTD


90% Of the World’s Data

2 Years Has Been Created in the Last

Data, Data, Data


50X Estimated to Grow

2020

And That Data is

By


695,000 Status updates

510,040 Comments

2,000,000 Search Queries

204,166,667 Emails

571 New

Websites

Social Data Generated Every Minute


Internet Of Things

2012: 9 Billion Devices Connected to Internet

2020: 50 Billion

(More than Population of Earth)

Devices Connected to Internet


VELOCITY VOLUME VARIETY

is realized with

빅데이터: 4 V’s


Business Analytics의 Innovation

Descriptive Analytics What Happened?

Predictive Analytics What will happen?

차세대 BI: Predictive Analytics

전통 BI: Descriptive Analytics

느림

정형 및 비정형 정보 정형화된 정보

빠름

정보의 다양성

비즈니스

변화

Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 9 9

IT혁신: 기업 경쟁력은 어디에 있는가?

기간운영시스템

(프로세스혁신, 자동화)

- ERP, SCM, CRM, HCM -

경영관리시스템

(변화 와 통찰력, 개선)

- EPM, BI -

시간

$$$

경쟁력


오라클의 빅데이터 플랫폼

ANALYZE

DECIDE

ACQUIRE

ORGANIZE

DISCOVER

VISUALIZE

STREAM


오라클의 빅데이터 솔루션

Oracle

Exalytics InfiniBand

Oracle

Real-Time

Decisions

Oracle

Big Data Appliance Oracle

Exadata

InfiniBand

Acquire Organize Analyze Decide

Discover

Endeca

Information

Discovery

Oracle

Big Data

Connectors

CEP


Full Stack and Application Know-how

Engineered System: Lower Cost/Risk

and Extreme Performance

Application: BI Application

Big Data Full Solution

왜 Oracle인가?


CIO

PRIORITY FOR

2013

ANALYTICS

Source: September 2011, IDC #230022, Volume 1,

Business Analytics Solutions: Market Analysis

Source: Gartner 2012 Worldwide Survey of More Than 2,300 CIOs

Survey Shows CIOs are Using Technology to "Amplify" Enterprise

BUSINESS

ANALYTICS

MARKET LEADER


Oracle Complete Business Analytics Solution Complete, Open, Integrate

Integrated

Analytic

Applications

Any Data,

Any Source

Full Range of

Analytics

On Premise,

On Cloud,

On Mobile


Remember That Infamous Quote?

There are known knowns. These are

things we know that we know.

There are known unknowns. That is to

say, there are things that we know we

don't know.

But there are also unknown unknowns.

These are things we don't know we don't

know!

Donald Rumsfeld, Feb. 12 2002 Department of Defense News Briefing


Can RTD help?

We need to

know the things

we don’t know we don’t know


RTD in Production with multi-channel environment

• Service Processes

• Service Treatments Optimization

• Customer Retention Programs

• Call Center Optimization

• Risk and Fraud Analysis Enhancement

• Operational Processes

• Maintenance Recommendations

• Operational Process Optimization

• Marketing Processes

• Interactive Marketing Personalization

• Customer Experience Optimization

• Next Best Action

• A/B and Multivariate Testing

• Content Personalization

• Sales Processes

• Customer Acquisition Targeting

• Cross Sell/Up Sell

• eMail Targeting and Personalization

Web

Branch Call Center Social Media

Mobile

One Single Business Intelligence Platform for Multiple Decision Management Use Cases


What is Real-Time Decisions (RTD)?

Platform to:

optimise a business process by making

accurate decisions in real-time

using the most up to date information

consistently and in large volumes

learn from all available data and events

to automatically improve all future

decisions

Real-Time Decisions

Learning Management Decisions

RightNow

ContactCenterExperience

TM

RightNow

SocialExperience

TM

RightNow

WebExperience

TM

Intent Guide

Web / Mobile Self-Service

Chat / Co-Browse

Email Management

Self-Service Facebook

Support Community

Innovation Community

Social Monitor

Dynamic Agent Desktop

Customer Feedback, Outreach, Analytics

RightNow

EngageTM

App Builder, Knowledge Foundation,

Natural Language Search, Mission Critical Operations


Learn Decide Monitor RTD

How does RTD optimise a business process?

Process Intelligence - Insights

• Monitors process steps

• Uses context plus other available data

• Provides real-time process analytics

• Learns from process events

• Fully automated modelling – no wait time

Process Optimisation - Actions

• Makes optimised decisions within process

• No time lag as decisions are real-time

• Continuously improves decisions over time

• Outcome of decisions captured for learning = "close the loop"

• Automatically adapts to any changes

RTD makes optimised decision

RTD monitors key process steps

RTD learns based on feedback


Oracle Real Time Decisions

Benefits

– Enables closed loop process optimization in

context of business process execution

– Quantifiable and tangible ROI

Unique Features

– Enterprise Decision Management Framework

for real time, historic & predictive data

– Self-Learning predictive models, rules, test &

control, goal driven

– Integrates with BI Foundation Suite, Oracle

Advanced Analytics, Oracle Apps, bespoke

applications

Automated Decisions with Self-Learning

CHOICES /

ASSETS

Real-Time

Context & Data Predictive Modeling

σ

Performance Goals

Decisions

Insight

& Forecast

Self-Learning

Loop

Real-Time

Recommendations


Action Modeling Requires a Decision Framework

Rules & Predictive

Models

Real-time Context

+ Historical Data

Choices / Assets

Decisions

Performance

Goals

Insight &

Foresights

Closed-Loop

Learning

Rules + predictive analytics +

closed loop learning

• Define what is “best” based on

multiple and competing business

priorities

• Automatically predict and learn

based on feedback to continuously

improve results

RTD

Self Learning Optimized Recommendations +

BI Reports

Automated Decisions with Self-Learning


Example use cases

Customer Experience

Multi Channel

Marketing

Intelligent Process

Optimisation

Risk & Fraud Analytics

Big Data Analytics


Example: Inbound Event Real-time Deployment in Call Center

Advisor Decision (Choices)

Models / Scoring Rules

Performance Goals

Contact Center 상담원 화면 (고객별 Customized Screen)

Contact Center 상담원이 Event

List 중 우선순위를 고려하여

선택/상담 실행

Event에 대한 Offer 제시

고객의 Event Offer 반응

(수락 여부 등) Feedback

고객에 해당하는 Event 제공

(우선순위 높은 Event부터 List-

up)

Event별 Offer 제공

고객의 Event Offer 반응 입력

Real-time 이벤트

(Contact 이벤트 포함)

적용 고객의 반응

(Likelihood of Acceptance) 및 마케팅목표에 따른 Offer

우선순위 조정 (Predictive Modeling)

마케팅 목표에 따른 이벤트

우선순위 결정 지원

(Modeling)

In-bound Call

RTD

업무

Process

예 )고객관리 Event

• 해지고객 재약정 시기 도래 시

재가입 유치

• 이탈고객 Win-Back

• 타사 커플 고객 유치

• 인터넷 약정만료 해지방어

• 결합 만료 시 결합상품 해지방어

• 스마트폰/패드 고객 인터넷 이용

감소 시 해지방어

• 타사 집중도 높은 고객 이탈방지

• 다량 요금제 가입유도

• 자녀 부가서비스 사용 시 TV유치


Example: Real-time Web Marketing 웹 채널에서 고객별 Customized Offer를 제시하고, Click 등 고객 반응을 기반으로 Next Action을 제시하는 실시간 웹 마케팅이 가능

Advisor Decision (Choices) Models / Scoring

Rules Performance Goals RTD

Section Click &

Navigation

(거절 시) Alternative Offer 제시

업무

Process

웹 인입 (Log in)

첫 화면 My Page에 Customized Offer 제공

Offer에 대한 반응 및 Click

정보 Feedback

해당 Section의 특정 항목과 연관된 Click 정보 기반의

Customized offer 제공

해당 Section과 연관된 고객 정보 기반의

Customized offer 제공


RTD Learning Graph Automated Discovery for Big Data

Learn

Domain Specific RTD

Learning Graph

Billions

of

business

events

Hundreds of RTD

Learning Models


RTD Learn As You Go (LAYGO) Applications Automated Discovery for Big Data

RTD for predictive discovery automation

• Business can discover predictive drivers within

very large data sets

• Business can discover relationships across data

domains

Learning immediacy and interactivity

• Business can ask ad-hoc questions to the

“Learning Graph”

Learn & Act

• Predictive models can be used for discovery-

reporting and / or decision making

• No dependency on statisticians as model lifecycle

is fully automated

Creation – Validation – Updates – Recycling

RTD automatically

identifies predictive

drivers of business

events


Oracle

Exalytics

InfiniBand

RTD

Decisions

RTD and Big Data

Oracle

Big Data

Appliance

InfiniBand

Acquire Organize & Discover Analyze Decide

CEP

RTD Learning

Models

Oracle

Exadata

Optimize

LAYGO