Partner Sales Training

Introduction to Data Analytics Concepts and Trends

Tom Lindsey
Global Sales Enablement
August 23, 2018

© Hitachi Vantara Corporation 2018. All Rights Reserved

Agenda and Key Take-aways
• Data and Analytics

• Industry Trends
• Customer Perspective
• Key Personas
• Stairway to Value
• Use Cases

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Digital Transformation and Analytics Opportunities
Business Initiatives (Defined) Hitachi Solutions and Capabilities (Vision)

Bridge the Gap

Discovery Process Customer Outcomes

• Business Initiatives • Business Impact
• Buyers and Personas • Use Cases and Wins
• Probing Questions • Leading to the Solution
© Hitachi Vantara Corporation 2018. All Rights Reserved
IDC 3rd Platform Explanation Video

§ https://www.idc.com/promo/thirdplatform

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Third Platform Technologies

§ Big Data / Analytics, Cloud, Mobility, Social Business…

‒ Data Analytics Priorities: Advanced / Predictive, Embedded Query/Reporting/Analysis
Tools, Content Analytics

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IDC Survey: How broadly is big data & business analytics
(BDA) deployed within organizations?

What are the top three ways that you are applying BDA initiatives within your organization?

Optimize processes

New DX models,
84% of revenue growth
respondents
already have Avoid business risk,
fraud, abuse
an Analytics
initiative
implemented

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Big Data Analytics

Big Data Analytics: A series of technologies and techniques to answer analytic

questions where traditional approaches fail

Revenue

Retention Efficiency

Disintermediate
Supply
Chain

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Business Initiative Four Pillars

Decision Making Customer Optimize Operations Monetization

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The Challenges Big Data, IoT Bring to Analytics

Big Data defines a class of information problems that are difficult or impossible to efficiently
solve using conventional tools and techniques.

• Large quantities of various

data sources, types

• Requires sophisticated
algorithms to drive insight
from the data

• Analytics and Big Data

combined is about
discovering new patterns,
correlations, trends

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Traditional and Big Data Structures
Relational Databases
• Default data warehousing tech, use SQL
• Stores data in tables – rows/columns
• Schema on write (structure when load)
NoSQL Data Stores
• Category of DBs that are not relational
• Tend to be schema-less; don’t have to specify
structure of data to be stored before loading
• May store data as documents – collection of
key/value pairs
Analytic Databases
• Still relational, but scales to allow faster analytic
queries on high volume data
• Use technologies like columnar structure, MPP,
clustering, bulk loading, etc.
Hadoop
• Core parts are file system (HDFS) and processing
framework (MapReduce)
• Runs on a cluster of commodity servers - scalable
• Schema on read (load first, then structure)
• Ecosystem of components constantly growing
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 The Big Data, Analytics Ecosystem
FILE SYSTEMS, FRAMEWORKS DATA TRANSFORMATION
& DATABASES
Hadoop MPP Data Data
Hadoop in
On-Premise the Cloudin Database Data
Integration Access
Transformation
Hadoop Hadoop
s
On-Premise the Cloud
Data Integration Data Preparation
Enterprise Data NoSQL
Warehouses (EDW) Databases
NoSQL Databases Spark
MPP Databases Cloud EDW ANALYTICS AND ADVANCED ANALYTICS

Spark Frameworks Analytics BI

Visualization Platforms
Platforms Data
DataScience Machine
Science Platforms
Platforms Learning
Visualizations Machine Learning
Framework
BI Platforms Real-Time
Real-Time
Horizontal AI

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Hitachi Vantara’s End-to-End Analytic Data
Pipeline

1. Unlock and Automate Data 2. Build and

Workflow Operationalize ML Models

Pentaho LOB
Applications
Transactions
– Batch &
Real-time Engineer
Features Train, Tune and
Test Models Evaluate Data
Metrics Scientist
Big Pentaho
Data
Medical and
Patient
Records HCI
Pentaho
Analytics
Analytics
3. Adopt and drive
data-driven culture
Business User
MRI, Medical
HCP (LOB, CMO, CFO)
Images

Enterprise Governance and Security

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Different Set of Buying Criteria, New Buyers

New Buying Criteria New Buyer Titles

VP Open Chief
Platforms & Analytics
Innovation Officer

Chief
Digital
Officer

Chief VP of
Operations Customer
Experience
Officer

Source: IDC © Hitachi Vantara Corporation 2018. All Rights Reserved

Buying Center
PRIMARY PERSONAS
IT personnel are responsible
for delivering data solutions to
the business
Line of Business (LoB)
personnel are responsible
for leveraging data solutions
for the business.
TYPICAL ROLE
Big Data/Principal/
Enterprise/Systems
Architect
Chief
Information/Financial//Data/
Technology Officer
Director of
Engineering/Analytics, VP of
IT/Development, LOB
Executive, Chief Marketing
Officer
Data Scientist, Business
Analyst, Sales Analyst,
Marketing Analyst, Business
User
ROLE FOCUS
Responsible for planning and designing next-generation big-
Champion data systems and managing large-scale development and
deployment of data applications
Responsible for enterprise wide governance and utilization of
Financial
information as an asset, via data processing, analysis, data mining,
Buyer
information trading and other means
Executive Provides management visibility into data-driven insights that inform
Buyer the business's strategic direction and KPI's
Makes value out of data ... duties typically include creating various
Influencer Machine Learning-based tools or processes within the company, such
as recommendation engines or automated lead scoring systems
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Shift in IT’s role

Workload Optimization Analytics & Data Intelligence

Traditional: Structured, Repeatable Big Data: Iterative, Exploratory

Business users Network Location

Social Media
define the IT delivers a
question to ask platform to create
EDW
Web discovery

IT structures Provisioning
the data Billing
Line of Business
sources to Owners explore
answer the pre- what questions
defined could be asked
question

Monthly Sales Reports

Profit Analysis, Fraud Detection, Product Strategy,
Surveys, Inventory Services Development, Churn
avoidance, Faster Loan
Applications © Hitachi Vantara Corporation 2018. All Rights Reserved
 Stairway to Value

Monetize
Deliver outcomes that capture the full economic value
Maximize Return On Data at every of all data inside the enterprise and beyond
step of the stairway to value.

Activate
Discover, integrate, and orchestrate enterprise data assets and
leverage analytics to generate actionable insights for every
enterprise interaction and application

Enrich
Enrich data with metadata classification and cataloging to provide
context for intelligent data management and governance

Excellence at each
Store step enables success
Store, manage, and protect data at the lowest cost and at the right service at the next level
levels across edge, private, hybrid, and multi-cloud

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Conversation Maps

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Sample Deliverables - Sales Plays

§ Sales plays documented, shared with partners, and uploaded to

Partner Connect

Big Conversations Sales Plays Blueprints

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Sales Motion

Understand Negotiate
the Align with a Define the Define the the Contract
Define the Blueprint & ‘As Is’ 'To Be' Prove the Deliver the
Business Value Value & Close the Solution
References Architecture Vision
Initiative Business

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Vertical Examples

§ Significant markets and how they use analytics:

‒ Marketing – campaign management, segmentation, locations
‒ Finance – risk management, fraud detection, trade surveillance
‒ Government – fraud detection, cyber-security, compliance
‒ Healthcare – quality and outcome management, experimental trial analysis
‒ Insurance – risk assessment, fraud detection, catastrophe planning
‒ Retail – merchandizing, loyalty program management, advertising
‒ Telecommunications – network planning, churn avoidance
‒ Manufacturing – Industry 4.0 and Smart Production

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Hyosung Tire | Using Data to Improve
Manufacturing Practices
§ Business Case
• Highly competitive market à Compete beyond price & focus on innovation and
product quality
• Optimize production quality of nylon being used to build tire cords, i.e.
determine right speed for spinning nylon

§ Challenges • Why Pentaho?

• Short time frame to implement solution for ingesting historical and real-time data • Seamless integration
into Hadoop and visualizing with custom dashboards and connectivity to all
data sources
• Existing & emerging data sources à 360-degree view of operations
• Embedded business
• Didn’t have an easy, automated way to create track KPIs, metrics analytics for fast time to
market
§ Benefits • Enterprise class
• Improved cord quality by preventing nylon from ripping à Determined ideal platform that provides
nylon spinning speed and predicting nylon velocity anomalies. data-driven insight

• Identify potential quality issues to prevent unexpected outages

CONFIDENTIAL – For use by Hitachi Vantara Corporation employees and other audiences under NDA only. © Hitachi Vantara Corporation 2018. All Rights Reserved
Hyosung Tire

Prediction Models in R
- Nylon Velocity
- Spinning speed
- Determine ideal
Sensor Data in real time

environment for
cord production

Data Integration Analytics

Server

Engineer
Analytics,
Real time
Monitoring
&
Custom
Dashboards
Data Integration

Sensor Data
History

CONFIDENTIAL – For use by Hitachi Vantara Corporation employees and other audiences under NDA only. © Hitachi Vantara Corporation 2018. All Rights Reserved
What Are You Selling?

§ For most customers, you are selling a solution that solves a technical
challenge that impedes a stated business initiative from being fully
realized

§ For some customers, you can enable them to realize the potential of a
stated initiative from the outset

Services-centric approach via discovery conversations, workshops, and

proof of value demonstrations that will in the end include Software
Licensing, Support, Services/Training and possibly infrastructure drag

HSDP
HVA
Lumada

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Questions To Help Uncover Information

§ Define the specific initiative / challenge the organization is facing

§ How will this project (name?) be measured? Who will benefit? Who cares the most?

§ What are your current analytic capabilities?

§ Are there any analytic insights the business requires but cannot deliver on?

§ What challenges are preventing the business from using Analytics to a greater degree?

§ Does the Business Intelligence/Analytics organization author it’s own strategy, or take
direction exclusively from the business strategy?

§ Do you have an active DX strategy? What DX initiatives are you working towards?

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 In Summary: Start By Identifying What Insight The
Customer is Trying Leverage
§ Solve Business Problems • Define the use case
§ Enhance existing applications and processes
• Communicate the value
§ Known but Unsolved Problems and expected outcome
§ Understand the current state
§ Create a vision of the future state

§ Inefficiencies
§ Supply chain KPIs, revenue loss, time to market, SLAs

§ Discovery - Explore the Data for Insights

§ LOB and data scientist/engineer exercise
§ Funding can be a challenge
© Hitachi Vantara Corporation 2018. All Rights Reserved
We are successful when we…

§ Target the right personas with key messages

§ Construct tension and ‘Challenge’

§ Represent the competence of One Hitachi

§ Ask the right Discovery questions and Qualify the

opportunity

§ Plan a sequence of steps that advance the deal

§ Work closely with the Pentaho teams

© Hitachi Vantara Corporation 2018. All Rights Reserved

Important Positional Messaging

NEW COMPETITION FROM DIGITAL DISRUPTORS

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“One Hitachi” Starts the Reframe

CITY CLOUD

Hitachi COMMUNICATIONS
INDUSTRIAL

OT IoT IT
105+ INSIGHT 56+ ARTIFICIAL
INTELLIGENCE
OU

YEARS YEARS

N
TC

BUSINESS
TIO
OM

AC
I.T. SYSTEMS
E

CONSUMER BIG DATA

CONFIDENTIAL – For use by Hitachi, Ltd. employees and other audiences under NDA only.
ANALYTICS
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Thank You

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© Hitachi Vantara Corporation 2018. All Rights Reserved