Welcome!

Cloud Expo Authors: Liz McMillan, Roger Strukhoff, Patrick Carey, Greg Akers, Elizabeth White

Related Topics: Cloud Expo, Java, SOA & WOA, Virtualization, Apache

Cloud Expo: Article

Transform Your Applications to Drive Business Innovation & Growth (Part 3)

Harnessing the power of Big Interaction Data

Businesses can be transformed, sometimes through new leadership, sometimes through new market realities or business relationships. But perhaps the easiest way, for IT at least, to transform the business is by enabling the business to evolve from a data silo'd organization to a data-centric enterprise and by unleashing the power of data in new ways.

Of course, easy is a relative term, and there are substantial challenges to truly transforming a business environment and proactively supporting business needs through the use of data. These include:

  • Achieving a Single Source of Truth Across all Enterprise Applications - A single, authoritative view of the customer is essential for a business to become truly customer-centric.
  • Achieving an Extended View of Business-Critical Data and Its Key Relationships - Understanding the true value of each customer hinges on possessing an extended view of all critical relationships.
  • Capitalizing on New Data Sources - New data is everywhere from social media data to sensor and RFID data to other types of interaction data. And it is Big Data offering big insights and big competitive advantages to those who can make the most of it in use cases such as sentiment analysis, and real-time supply chain analysis.

Why Master Data Management Hinges on Data Quality
In a recent Ovum Research study, entitled Optimizing Enterprise Applications: The Data Connection, providing a single version of the truth was ranked as the foremost challenge facing IT executives today. Gartner, meanwhile, ranks a single view of the customer/party as second only to improving reporting and analysis as a tactical master data management goal. Clearly achieving a single source of truth across applications is a top of mind concern. And the best way to accomplish this is to comprehensively manage master data across the applications.

Data quality is the lynchpin of master data management, and for obvious reasons. You do not put new wine into bad barrels unless you like expensive vinegar, and neither do you put dirty fuel into a race car unless you like losing. The very idea of having a source of "truth" hinges on its contents being high quality, thus the ability to match, cleanse and profile data as part of the master data management process is critical to the success of any master data management initiative.

Three Levels of Visibility to Transform the Business
Say you want a trusted single view of the customer. How do you go about creating this single source of truth across your many applications? A MDM hub will enable you to source the best (i.e., most correct and complete) information from all relevant applications and integrate it into a single "golden" profile. Integrated data quality capabilities within the hub ensure the data's correctness, completeness and consistency. The final step is to distribute the golden profile back to the business applications to be leveraged by users and business processes.

After achieving this single view, you can move to the second level of visibility: obtaining an extended or 360 degree customer view. This will enable you to understand your customer's key relationships such as family and business relationships and how those relationships impact your business - do I have an opportunity to cross-sell or create special offers based on these relationships?

Finally, you can progress to the third level of visibility: the complete customer view, which adds all interactions your organization has had with the customer.

Delivered in real time or near-real time, the transformative power of such views is immense. Customers can be wooed with genuinely meaningful, real time offers. Up-selling and cross-selling activities can be based on complete and up-to-the-minute customer information. The number of companies that are doing this today is not huge, but it is within the reach of most organizations and the number of empowered ones is growing fast.

Harnessing the Power of Big Interaction Data
An equally transformative power lies in new data sources, particularly Big Interaction Data. We are in the midst of an explosion of interaction data from social media, click streams, sensors and machines, call detail records and other sources. Unlike the transactional data that has been driving business processes for the past several decades, interaction data is unstructured and does not lend itself to processing in relational databases. And while transactional data started as a trickle and grew over time to a tsunami, interaction data has achieved tsunami status right out of the gate. It takes processing muscle to sift through and mine it for insights - cost-effective muscle like Hadoop environments and massively parallel processing databases. Similarly, it takes data integration muscle to manage, transform, and parse it for analytic and other processing.

Already, there are organizations in just about every industry sector, including the public sector, out in front of the pack in leveraging Big Interaction Data to attract and retain customers, more deeply and quickly understand their markets, and identify and influence their markets' influencers.

In order to gain business value from Big Interactive Data, organizations need... well, they need the "same old same old," but much, much more of it. In other words, you must have the facility to:

  • Get the relevant information you need, regardless of diversity of format, volume, location, or time scale (from years to micro-seconds).
  • Trust the data you will use to drive your business decisions and operations.
  • Combine traditional and non-traditional data sources in new and innovative ways to drive new insights and power business processes.
  • Reduce risk and improve compliance via real-time data.

This means investing in solutions that deliver trusted data on any scale, leveraging adaptive data services to meet the business needs of all projects as well as self-service integration that empowers users to obtain the information they need while IT remains in control.

While this sounds like a big order, the solutions to meet it are available. They have been for years, handling more conventional (by current standards) data management tasks, but ready and proven to scale to handle today's and tomorrow's non-conventional opportunities for maximizing the return on data.

More Stories By Adam Wilson

Adam Wilson is the General Manager for Informatica’s Information Lifecycle Management Business Unit. Prior to assuming this role, he was in charge of product definition and go-to-market strategy for Informatica’s award-winning enterprise data integration platform. Mr. Wilson holds an MBA from the Kellogg School of Management and an engineering degree from Northwestern University. He can be reached at [email protected] or follow him on Twitter @ a_adam_wilson

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


Cloud Expo Breaking News
Scott Jenson leads a project called The Physical Web within the Chrome team at Google. Project members are working to take the scalability and openness of the web and use it to talk to the exponentially exploding range of smart devices. Nearly every company today working on the IoT comes up with the same basic solution: use my server and you'll be fine. But if we really believe there will be trillions of these devices, that just can't scale. We need a system that is open a scalable and by using the URL as a basic building block, we open this up and get the same resilience that the web enjoys.
Cloud Computing is evolving into a Big Three of Amazon Web Services, Google Cloud, and Microsoft Azure. Cloud 360: Multi-Cloud Bootcamp, being held Nov 4–5, 2014, in conjunction with 15th Cloud Expo in Santa Clara, CA, delivers a real-world demonstration of how to deploy and configure a scalable and available web application on all three platforms. The Cloud 360 Bootcamp, led by Janakiram MSV, an analyst with Gigaom Research, is the first bootcamp that introduces the core concepts of Infrastructure as a Service (IaaS) based on the workings of the Big Three platforms – Amazon EC2, Google Compute Engine, and Azure VMs. Bootcamp attendees will get to see the big picture and also receive the knowledge needed to make the best cloud decisions for their business applications and entire enterprise IT organization.
The Internet of Things is a natural complement to the cloud and related technologies such as Big Data, analytics, and mobility. In his session at Internet of @ThingsExpo, Joe Weinman will lay out four generic strategies – digital disciplines – to exploit emerging digital technologies for strategic advantage. Joe Weinman has held executive leadership positions at Bell Labs, AT&T, Hewlett-Packard, and Telx, in areas such as corporate strategy, business development, product management, operations, and R&D.
SYS-CON Events announced today that DevOps.com has been named “Media Sponsor” of SYS-CON's “DevOps Summit at Cloud Expo,” which will take place on June 10–12, 2014, at the Javits Center in New York City, New York. DevOps.com is where the world meets DevOps. It is the largest collection of original content relating to DevOps on the web today Featuring up-to-the-minute news, feature stories, blogs, bylined articles and more, DevOps.com is where the thought leaders of the DevOps movement make their ideas known.
There are 182 billion emails sent every day, generating a lot of data about how recipients and ISPs respond. Many marketers take a more-is-better approach to stats, preferring to have the ability to slice and dice their email lists based numerous arbitrary stats. However, fundamentally what really matters is whether or not sending an email to a particular recipient will generate value. Data Scientists can design high-level insights such as engagement prediction models and content clusters that allow marketers to cut through the noise and design their campaigns around strong, predictive signals, rather than arbitrary statistics. SendGrid sends up to half a billion emails a day for customers such as Pinterest and GitHub. All this email adds up to more text than produced in the entire twitterverse. We track events like clicks, opens and deliveries to help improve deliverability for our customers – adding up to over 50 billion useful events every month. While SendGrid data covers only abo...
SYS-CON Events announced today that the Web Host Industry Review has been named “Media Sponsor” of SYS-CON's 15th International Cloud Expo®, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Since 2000, The Web Host Industry Review has made a name for itself as the foremost authority of the Web hosting industry providing reliable, insightful and comprehensive news, reviews and resources to the hosting community. TheWHIR Blogs provides a community of expert industry perspectives. The Web Host Industry Review Magazine also offers a business-minded, issue-driven perspective of interest to executives and decision-makers. WHIR TV offers on demand web hosting video interviews and web hosting video features of the key persons and events of the web hosting industry. WHIR Events brings together like-minded hosting industry professionals and decision-makers in local communities. TheWHIR is an iNET Interactive property.
SYS-CON Events announced today that O'Reilly Media has been named “Media Sponsor” of SYS-CON's 15th International Cloud Expo®, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. O'Reilly Media spreads the knowledge of innovators through its books, online services, magazines, and conferences. Since 1978, O'Reilly Media has been a chronicler and catalyst of cutting-edge development, homing in on the technology trends that really matter and spurring their adoption by amplifying "faint signals" from the alpha geeks who are creating the future. An active participant in the technology community, the company has a long history of advocacy, meme-making, and evangelism.
SYS-CON Events announced today that Verizon has been named “Gold Sponsor” of SYS-CON's 15th International Cloud Expo®, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Verizon Enterprise Solutions creates global connections that generate growth, drive business innovation and move society forward. With industry-specific solutions and a full range of global wholesale offerings provided over the company's secure mobility, cloud, strategic networking and advanced communications platforms, Verizon Enterprise Solutions helps open new opportunities around the world for innovation, investment and business transformation. Visit verizonenterprise.com to learn more.
SYS-CON Events announced today that TMCnet has been named “Media Sponsor” of SYS-CON's 15th International Cloud Expo®, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Technology Marketing Corporation (TMC) is the world's leading business to business and integrated marketing media company, servicing niche markets within the communications and technology industries.
"In my session I spoke about enterprise cloud analytics and how we can leverage analytics as a service," explained Ajay Budhraja, CTO at the Department of Justice, in this SYS-CON.tv interview at the 14th International Cloud Expo®, held June 10-12, 2014, at the Javits Center in New York City. Cloud Expo® 2014 Silicon Valley, November 4–6, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading Cloud industry players in the world.
“We are starting to see people move beyond the commodity cloud and enterprises need to start focusing on additional value added services in order to really drive their adoption," explained Jason Mondanaro, Director of Product Management at MetraTech, in this SYS-CON.tv interview at the 14th International Cloud Expo®, held June 10-12, 2014, at the Javits Center in New York City. Cloud Expo® 2014 Silicon Valley, November 4–6, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading Cloud industry players in the world.
"We are automated capacity control software, which basically looks at all the supply and demand and running a virtual cloud environment and does a deep analysis of that and says where should things go," explained Andrew Hillier, Co-founder & CTO of CiRBA, in this SYS-CON.tv interview at the 14th International Cloud Expo®, held June 10-12, 2014, at the Javits Center in New York City. Cloud Expo® 2014 Silicon Valley, November 4–6, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading Cloud industry players in the world.
Almost everyone sees the potential of Internet of Things but how can businesses truly unlock that potential. The key will be in the ability to discover business insight in the midst of an ocean of Big Data generated from billions of embedded devices via Systems of Discover. Businesses will also need to ensure that they can sustain that insight by leveraging the cloud for global reach, scale and elasticity. In his session at Internet of @ThingsExpo, Mac Devine, Distinguished Engineer at IBM, will discuss bringing these three elements together via Systems of Discover.
The Internet of Things promises to transform businesses (and lives), but navigating the business and technical path to success can be difficult to understand. In his session at 15th Internet of @ThingsExpo, Chad Jones, Vice President, Product Strategy of LogMeIn's Xively IoT Platform, will show you how to approach creating broadly successful connected customer solutions using real world business transformation studies including New England BioLabs and more.
All too many discussions about DevOps conclude that the solution is an all-purpose player: developer and operations guru, complete with pager for round-the-clock duty. For most organizations that is not the way forward. In his session at DevOps Summit, Bernard Golden, Vice President of Strategy at ActiveState, will discuss how to achieve the agility and speed of end-to-end automation without requiring an organization stocked with Supermen and Superwomen.