Big Data - New Insights Transform Industries

IBM Software
White Paper
Smarter Analytics
Big data: New insights
transform industries

2 Big data: New insights transform industries
Contents
3 What’s new in big data?
3 Know and serve customers as individuals, not segments
6 Run zero-latency operations
8 Innovate new products at speed and scale
8 Gain instant awareness of fraud and risk
10 Exploit instrumented assets
10 The IBM platform for big data
12 Transform business with big data
Organizations today are collecting tremendous volumes of
data, generated by a wide variety of sources, often at extreme
velocities. This is “big data”—the millions of stock trades, call
detail records (CDRs), social media posts and patient test
results produced every single day.
Leading organizations in financial services, telecommunications,
retail, healthcare, digital media, insurance and other industries
are adopting advanced technologies to generate new, actionable
insights from big data that can help them dramatically reduce
financial risks, increase operational efficiencies, enhance
customer loyalty and improve healthcare outcomes (see Figure 1).
These organizations are tapping into big data to transform
not only their businesses but also their industries.
Access to data
26%
54%
Draw insights
from data
26%
54%
Translate insight
into action
31%
57%
Outperformers Underperformers Source: IBM Global CEO Study 2012
Figure 1: Outperforming organizations (those with high revenue growth and
high profitability) surpass underperformers across three dimensions—data
access, insight and action—highlighting a correlation between success and
the ability to derive value from data.

Smarter Analytics 3
What’s new in big data?
In the past, organizations used technology solutions to
analyze historical data and identify broad trends based on
a limited collection of information housed in structured
databases. Today, however, cutting-edge technologies
enable organizations to analyze much more data from
an extensive array of sources at incredible speeds. Now,
leading organizations can:
• Conduct real-time analysis of customer behaviors to produce
tailored experiences and targeted promotions.
• Measure the effectiveness of online advertising to fine-tune
campaigns while they are in progress.
• Adopt advanced content analytics solutions to mine social
media posts and call-center logs in order to assess customer
sentiment and avoid churn.
• Analyze data continuously streaming in from operational
sensors to increase service uptime, facilitate better planning
and anticipate risks.
• Implement predictive analytics solutions to anticipate
future customer behaviors, avoid risks and identify
potential outcomes.
With the right tools, organizations are capitalizing on the
wealth of opportunities that big data presents.
Know and serve customers as individuals,
not segments
According to the IBM® Global CEO Study 2012, forward-
thinking CEOs identify customer insight as the most
important area for new investment.1
(See the sidebar,
“Invest in analytics to generate new customer insights.”)
These leaders want to capitalize on the vast potential of big
data to provide deeper insight into customer preferences,
needs and trends.

For most organizations, there is no shortage of customer data
available. Banking customers provide financial information on
credit applications and discuss banking problems during
customer service calls; telecommunications subscribers
continuously generate smartphone usage data; and retail
customers enter information for online transactions and
register their “likes” on social media networks. The challenge
lies in handling the volume and velocity: businesses must
efficiently analyze that data in order to generate timely insights
that can help them enhance the customer experience.
Many organizations already use data management solutions
to integrate customer information from multiple sources
and create a single, holistic view of each customer. New
solutions designed for understanding big data can now push
those capabilities further. Organizations can use advanced
analytics to provide near-real-time trend analysis and
anticipate future outcomes. These solutions can produce
insights that help organizations create targeted marketing
promotions, optimize ad campaigns, avoid churn and
improve cross- and up-sell opportunities.
Invest in analytics to generate new customer insights
The IBM Global CEO Study 2012, the fifth biennial CEO
study from IBM, drew on more than 1,700 interviews of
CEOs, general managers and senior public-sector leaders
from around the globe to assess how executives are
responding to the complexity of increasingly interconnected
organizations, markets, societies and governments.
According to the study, these leaders identify solutions
that can generate customer insights as by far the most
critical investment area for future success (see Figure 2).
By implementing solutions that analyze the increasing
volume and variety of customer data available, including
data generated through social media, organizations intend
to connect pieces of data into more complete profiles;
empower staff with predictive analytics to better
understand the individual customer’s needs; respond to
demands with focus, precision, relevance and speed; and
blend the physical and digital worlds to offer value
independent of the customer’s location.
Figure 2: CEOs and business leaders identified customer-insight solutions
as the most important area for new investments.
73%
Source: IBM Global CEO Study 2012
Customers
Operations
Sales
Markets and competitors
Human resources
Supply chain
Risk management
Financials
50%
49%
44%
43%
40%
38%
32%

Smarter Analytics 5
In retail, leading organizations are investing in advanced
analytics solutions to explore big data, detect patterns and
reveal new insights that are helping them better understand
and engage with individual customers. They are capturing
customer sentiment and discovering new insights by
examining a variety of structured and unstructured data,
ranging from information they have already collected to
sentiments expressed through social media.
Predictive analytics capabilities enable retailers to conduct
precise segmentation, down to the individual level, by
gauging future customer behaviors. Marketing teams can be
more precise in identifying prospects, managing their
marketing budgets to maximize their marketing return on
investment, and developing targeted and relevant offers across
all channels that deliver a richer, more personalized shopping
experience. (See the sidebar, “Better serve individuals across
multiple retail channels.”) At the same time, retailers can
optimize merchandising decisions for pricing, assortment,
inventory and demand forecast.
Some forward-thinking telecommunications companies are
capitalizing on big data to transform call centers from cost
centers to revenue drivers. They use solutions to analyze
previous customer interactions, integrate information with
existing customer information and present real-time results to
call-center agents so they can provide timely cross- and up-sell
offers. Drawing on micro-segment, location and search-history
information from across multiple channels (such as smartphone,
landline, TV and Internet services) enables companies to
deliver highly targeted product bundles.
Better serve individuals across multiple retail channels
Bass Pro Shops needed ways to increase retail shopping
consistency across a full range of channels, including its
retail store, boat dealership, Internet, catalog, wholesale,
restaurant and resort channels. The company selected an
IBM Netezza® customer intelligence appliance, which
provides retail marketers with business intelligence and
analytic reports on customer behavior.
Impact: The company can increase customer satisfaction
and improve loyalty by providing a consistent experience
no matter how customers choose to shop. New customer
insights enable the organization to tailor offers and fine-tune
each of its customer channels to maximize their appeal and
ultimately drive more sales.
IBM analytics allowed us to quickly get
information across our multiple channels
and lines of business in one place to deliver
meaningful analytics that drive top-line and
bottom-line results.We can now create and
deliver more targeted promotions,circulars
and catalogs to create a better customer
shopping experience.”
—Leslie Weber
Chief Information Officer
Bass Pro Shops
“

Communication service providers are also leveraging predictive
analytics to reduce customer churn. By gaining insight about
customers with a high propensity to change services or move to
competitors, they can proactively engage and service those
customers’ individual needs and retain their business. (See the
sidebar, “Anticipate customer behavior with predictive analytics.”)
At the same time, banks are using analytics solutions to mine
big data for insights that help them create more customer-
focused enterprises that foster lasting relationships. They are
moving beyond customer surveys and the review of customer
service logs to analyze a variety of structured and unstructured
information. For example, leading banks are analyzing Internet
feedback and social media posts to address negative comments
and build on positive ones to improve their reputation and
retain customers. Building stronger, lasting relationships with
customers is having a direct, positive impact on revenues.
Anticipate customer behavior with predictive analytics
US-based communications service provider XO Communications
wanted to reduce customer churn among midsized business
groups without having to devote additional resources to
managing those numerous accounts. XO implemented
IBM SPSS® predictive analytics software to analyze large
volumes of customer data and anticipate which midsized
businesses were most likely to move to competitors.
Impact: By predicting customer behavior and focusing
personnel resources on customers with a high churn
potential, XO has increased customer retention and
retained subscription revenues. Since deploying the
software, the company reduced churn by 8 percent in the
first year and an additional 18 percent in the second year.
Run zero-latency operations
While many organizations have experienced the benefits that
analytics and business intelligence solutions can provide for
specific back-office functions, advanced solutions for in-depth
analysis of big data are providing important new opportunities
to change the way businesses operate. Analyzing streaming data
from instrumented operational systems, deeply analyzing
data from inventory and supply-chain operations, and
analyzing data streaming from financial systems can help
organizations significantly increase operational efficiency,
boost revenues and ensure service availability.
For example, leading telecommunications organizations are
performing real-time, root-cause analysis on data streaming in
from a variety of sensors as well as retrospective analysis on
massive volumes of CDR and network event data. (See the
sidebar, “Spot problems and accelerate decision making with
real-time reporting.”) Instead of struggling to address customer
problems and unanticipated outages, organizations are using
solutions for analyzing big data to help rapidly respond to and
prevent connectivity and bandwidth problems while optimizing
performance and improving capacity planning. Business users
can perform network quality-of-experience (QoE) analysis,
traffic engineering and data analysis to identify and address
network bottlenecks faster.
Leading investment firms are using real-time analytics
solutions for big data to improve financial decision making.
For example, stock market traders are conducting real-time
analysis of streaming market data and incorporating contextual
awareness—such as global news events and weather—into
trading decisions. Consuming, analyzing and acting on
real-time market data helps traders maximize gains.

Smarter Analytics 7
Spot problems and accelerate decision making
with real-time reporting
iBasis, a leading provider of international voice over IP
(VoIP) network services, needed to analyze tremendous
amounts of CDRs to produce enterprise-critical reports on
revenue, margins, network traffic and quality. With the
volume of CDRs growing, the company’s infrastructure
could not deliver reports in real time or store sufficient
historical data for comprehensive trend analysis.
In a proof of concept, the company learned that a data
warehouse appliance—as part of the IBM big data
platform—could accelerate report delivery by an
impressive 125 times, reducing report processing time
from two hours to just one minute. After implementing
an IBM Netezza data warehouse appliance in production,
iBasis can now conduct complex CDR analysis on
150 million records in a matter of seconds.
Impact: With faster analysis and reporting, the company
can spot quality problems in real time and make better
decisions about pricing and network management.
“Our sophisticated back-office systems have
enabled us to turn complexity into competitive
advantage....The Netezza system will be a
vital tool in accelerating future improvements,
growth and profitability.”
—Paul Floyd
Senior Vice President, Research and Development
Engineering and Operations
iBasis

Innovate new products at speed and scale
In many industries, product innovation is critical for success,
but the process of researching, developing, testing, reporting,
adjusting and retesting new offerings can be long and
resource-intensive. Big data is a common factor in product
development efforts, and leading organizations are using it to
drive innovation by employing analytics solutions to explore
large, complex data sets and generate new insights.
Analytics solutions also enable organizations to test “what-if”
scenarios and anticipate the performance of new products
and services, fueling experimentation and guiding research
investments. Retailers, banks and telecommunications
companies can use analytics to collect valuable feedback on
current offerings and identify emerging market trends. These
organizations can draw insights from unstructured customer
data generated through social media posts, call-center
interactions and online chat sessions, and they can use these
insights as the basis for developing new products and services.
Predictive analytics solutions enable organizations to anticipate
how new products and services will be received in the
marketplace. By helping to gauge future customer behaviors,
predictive analytics solutions enable organizations not only to
create products that meet customer needs but also to scale
production appropriately.
In addition, analytics solutions help organizations in all
industries efficiently and successfully market innovative
products. (See the sidebar, “Fuel online innovation with
accelerated analytics.”) Using cluster analytics, organizations
can identify shared customer attributes that may not have
been obvious to analysts. Teams can then create marketing
campaigns or promotions tailored to precise customer
segments, allowing them to focus their resources on the
customers most likely to embrace new products.
Statistical analytics solutions also help companies test the
effectiveness of websites, direct email campaigns or other
marketing collateral. Organizations can determine which
outreach efforts generate the most qualified leads and
ultimately yield the strongest customers.
Gain instant awareness of fraud and risk
Effective analysis of big data provides tremendous potential for
enhancing risk management and avoiding costly losses. With
analytics solutions for big data, organizations gain instant
awareness of risks and can generate insights that help enhance
investment decisions, improve lending decisions and increase
fraud detection.
Leading financial services organizations are using big data
to minimize credit risks and make smarter investments.
Data management solutions help integrate market, credit,
operational and regulatory data to create a comprehensive

Smarter Analytics 9
view of enterprise risk exposure. Advanced analytics
capabilities enable these organizations to analyze years’
worth of structured and unstructured identity, behavior
and financial transaction data to make more informed
decisions. Implementing new solutions for analyzing big
data is delivering significant returns on the investment:
with better risk analysis, these organizations can reduce
write-offs and help minimize losses.
For savvy insurance companies, analytics solutions for big
data are helping to prevent and detect fraud—which can
account for a significant portion of an insurance company’s
losses. Predictive analysis technologies assess the future fraud
potential of policy applicants by scrutinizing the past history
of applicants and other people associated with them, giving
organizations another tool to help prevent fraud attempts.
Content analytics technologies deliver a more complete view
of information than service bureaus or existing solutions
can provide. As a result, organizations are able to correlate
information from multiple departments and data sources—for
example, they can monitor and analyze social media sources
for rumors, deliberate misinformation and fraudulent
impersonation of employees. Better fraud prediction and
detection helps these insurers significantly reduce costs.
Fuel online innovation with accelerated analytics
Kelley Blue Book (KBB), which offers factory list prices
and cash values for thousands of vehicles, selected an
IBM Netezza data warehouse appliance to accelerate
internal advertising forecasts and speed the value
calculations it provides to consumers in print and online.
Analytics are now at the heart of KBB’s online strategy:
the company can process all of its DoubleClick DART
(Dynamic Advertising Reporting and Targeting) forecast
models in one day instead of three to four days. Plus,
KBB can produce vehicle values in near-real time instead
of waiting up to two weeks to push those values out to
the marketplace.
Impact: Faster, more accurate forecasting enabled KBB
to increase advertising revenue and customer satisfaction,
making operations more profitable.
“Netezza is a critical component in the tech
stack that we use to analyze our DART data
and generate more ad revenue using existing
data.It is one of the best investments we have
made within our database infrastructure.”
—Karen Simmons
Senior Director of Data Warehousing
Kelley Blue Book

Exploit instrumented assets
From RFID tags and smart utility meters to building security
systems and railroad trackside sensors, today’s world is more
instrumented than ever before. Data collection devices offer
organizations access to a tremendous volume of information
that streams in at high velocity. Leading organizations are
capitalizing on this availability by employing analytics
solutions for big data to identify problems in real time, improve
asset management, enhance operational efficiencies and
provide real-time feedback to customers.
Many telecommunications companies, for example, are using
solutions for analyzing big data to improve service quality and
availability by analyzing data that streams in from a wide range
of sources. With analytics and reporting solutions for big data,
they can conduct operational and failure analysis from device,
sensor and GPS inputs to solve existing problems as well as
prevent future ones.
In healthcare, top providers are integrating large volumes of
data from multiple sources so that doctors can access a full
range of individual patient information—from previous
discharge orders to new test results—right away. They are
using analytics solutions for streaming data to improve
real-time decision making. (See the sidebar, “Provide life-
saving care by analyzing streaming biomedical data.”)
Incorporating content analytics capabilities enables healthcare
organizations to find valuable information in unstructured
content—such as doctors’ notes or medical journal articles—
to treat current patients, identify important trends and
improve treatment regimens over the long term.
The IBM platform for big data
The IBM platform for big data is a comprehensive collection
of best-of-breed technologies and services that helps
organizations integrate data from disparate sources, analyze
big data in real time, help anticipate future outcomes and
rapidly generate insights for capitalizing on new opportunities
(see Figure 3).
Provide life-saving care by analyzing streaming
biomedical data
Leading healthcare organizations are incorporating
solutions that enable real-time analytics for streaming data
to facilitate fast, real-time clinical decision making. For
example, the University of Ontario Institute of Technology
(UOIT) collaborated with IBM on a first-of-a-kind research
project to help doctors detect subtle changes in the
condition of critically ill premature babies. As part of the
project, physicians in neonatal intensive care units at
Toronto’s Hospital for Sick Children used IBM InfoSphere®
Streams to analyze a constant stream of biomedical data,
such as heart rate and respiration, along with environmental
data gathered from advanced sensors and more traditional
monitoring equipment on and around the babies.
Impact: The neonatal care team discovered important
correlations that helped doctors and nurses quickly respond
to immediate issues and anticipate potential future problems.
In the long term, neonatal care teams such as this one can
use collected data to fine-tune treatment protocols.

Smarter Analytics 11
Platform components include:
• IBM InfoSphere Data Explorer: Discovery and navigation
software (previously known as the Vivisimo® Velocity™
Platform) that provides real-time access and fusion of big data
with rich and varied data from enterprise applications for
greater insight and ROI.
• IBM InfoSphere BigInsights™: An enterprise-ready
Apache Hadoop–based system with sophisticated text
analytics, visualization, performance, security and
administrative features for managing and analyzing massive
volumes of structured and unstructured data.
• IBM InfoSphere Streams: In-motion streaming analytics
software that enables continuous analysis of massive volumes
of streaming data with sub-millisecond response times,
helping to improve your organization’s level of insight and
decision making, as well as promoting real-time response to
events as they happen.
• IBM Netezza: High-performance data warehouse appliances
that are purpose-built to make advanced analytics on
exploding data volumes simple, fast and accessible; uses
advanced analytics to deliver deep insights in minutes on
petabyte-scale volumes of relational data.
• IBM InfoSphere Warehouse: Comprehensive data
warehouse software platform that delivers access to
structured and unstructured information in real time;
supports operational analytics and applications with up-to-
the-minute insights.
• IBM InfoSphere Information Server: A complete collection
of data integration and data quality capabilities that help
ensure delivery of trusted information; enables organizations
to understand, cleanse, transform and deliver trusted
information to critical business initiatives by integrating big
data across enterprise IT systems.
• IBM InfoSphere Master Data Management: Creates
trusted views of master data about customers, products and
more, and provides a centralized data source that promotes
accuracy and data quality to help improve your applications
and business processes.
Powering analytics for big data requires a deliberate IT
architectural approach and infrastructure to reap the
benefits and drive business outcomes. The IBM Systems
and Technology Group offers flexible integrated systems
designed to access the latest information, regardless of type
or location, by allocating the right resources at the right time
for analysis on demand. These systems provide:
• A scalable systems and storage foundation that helps
improve IT economics and optimizes analytic workload
performance by using all available data and information.
• High-performance parallel technologies that optimize
complex decision making by spotting trends and anomalies to
predict outcomes.
• Resilient architectures, either on-premise or in the cloud,
that help organizations deploy analytics throughout their
business, and with customers and suppliers.
Figure 3: The comprehensive IBM platform for big data offers a broad range
of solutions for managing, analyzing and generating insights from big data.
Analytic applications
BI/Reporting Exploration/
Visualization
Functional
application
Industry
application
Predictive
analytics
Content
analytics
IBM platform for big data
Application
development
Visualization
and discovery
Systems
management
Accelerators
Stream computingApache Hadoop system Data warehouse
Information integration and governance
Infrastructure

A maturity model for big data
To help organizations assess their current standing and future
plans to work with big data, IBM Business Analytics and
Optimization services developed a unique maturity model for
big data. Based on an objective industry technique, this
maturity model helps organizations evaluate their place on the
big data adoption pattern and benchmark their status against
emerging best practices around big data. The maturity model
incorporates data and findings from the latest big data studies
and research, and helps organizations assess their maturity
level across big data-focused areas such as business strategy and
value, big data technologies, architectures and components,
approaches, governance and data types—key inputs for
defining a big data roadmap.
The business value accelerator for big data
IBM also offers a business value accelerator for big data, a
short-term consulting engagement that helps deliver business
value through an exploratory analysis of your voluminous,
rapidly generated or complex big data. It enables the
development of a prioritized list of initiatives and an
implementation roadmap based on the data exploration,
assessments, use-case prioritization and benchmarking
against industry best practices to enhance business value.
Transform business with big data
Analytics solutions for big data offer tremendous possibilities
for transforming businesses and their industries. Leading
organizations in retail, financial services, telecommunications,
healthcare and other industries are already capitalizing on
new opportunities.
In the past, the barriers to capitalizing on big data appeared
formidable. Today, the IBM platform for big data offers a
comprehensive, integrated collection of state-of-the-art
technologies for data management and analytics that can help
organizations address the challenges of big data and realize its
potential for transformation.
For more information
For more information on how IBM solutions can help your
organization capitalize on big data, visit: ibm.com/bigdata
© Copyright IBM Corporation 2012
IBM Corporation
Software Group
Route 100
Somers, NY 10589
Produced in the United States of America
October 2012
IBM, the IBM logo, ibm.com, BigInsights, Informix, InfoSphere and SPSS
are trademarks of International Business Machines Corp., registered in
many jurisdictions worldwide. Other product and service names might be
trademarks of IBM or other companies. A current list of IBM trademarks
is available on the web at “Copyright and trademark information” at
ibm.com/legal/copytrade.shtml
Netezza is a trademark or registered trademark of IBM International
Group B.V., an IBM Company.
Velocity and Vivisimo are trademarks or registered trademarks of Vivisimo,
an IBM Company.
This document is current as of the initial date of publication and may be
changed by IBM at any time. Not all offerings are available in every country
in which IBM operates.
The client examples cited are presented for illustrative purposes only. Actual
performance results may vary depending on specific configurations and
operating conditions. THE INFORMATION IN THIS DOCUMENT IS
PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR
IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF
MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE
AND ANY WARRANTY OR CONDITION OF NON-
INFRINGEMENT. IBM products are warranted according to the terms
and conditions of the agreements under which they are provided.
The client is responsible for ensuring compliance with laws and regulations
applicable to it. IBM does not provide legal advice or represent or warrant
that its services or products will ensure that the client is in compliance with
any law or regulation. Statements regarding IBM’s future direction and
intent are subject to change or withdrawal without notice, and represent
goals and objectives only.
1
IBM Global CEO Study 2012. ibm.com/services/us/en/c-suite/
ceostudy2012
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