Over 50% of the Big Data business opportunity comes from better understanding your customers. As a result, organizations with Sales and Marketing departments are finally aligning together by simply aligning around high value customers. EMC is a great example of Sales and Marketing teams ending the turf war, as both departments are working together to create a centralized customer analytics database to better identify customer segments for upsell/cross sell opportunities, target prospects who are more likely to bring in more value, and optimize operations. This Big Data transformation now enables Sales and Marketing to work off of the same customer account data to harmoniously build the EMC brand and business.
I became very interested in documenting the success of Big Data here at EMC so I captured one of the use cases around optimizing operations for EMC Maintenance and Renewals. Click here for this newly published Big Data success story that details how EMC gained an incremental $113M above revenue goal from a Big Data strategy that involved the right people, processes, and technology.
Traditional BI makes it very difficult for people in the business who know the story behind the data to actually gain direct access to the data. Instead, they submit data requirements to IT and when IT does finally deliver the data, it is typically only a subset or incomplete data, and in the wrong format. When data gets lost in translation, business users become frustrated, abandon analytics altogether, and operate on hunches and guesses. Fortunately Tableau solves this problem through its Self Service BI paradigm whereby any user in the organization can quickly gain direct access to the data needed, with flexibility to create any visualization imaginable (goodbye Excel!). But wait, there is more. Tableau has partnered with Pivotal to add a social element to these Self Service BI capabilities, whereby people in the business, data scientists, and IT can come together as a team to collaborate around data sets, visualizations, predictive models, and more to uncover new and better insight. The result – Big Data No Longer Lost in Translation.
Click inside to watch 11 Tableau customers talk about how Self Service BI has changed the way they do business
I spoke with Ted Wasserman, a Product Manager at Tableau to learn more about the value of their technology and partnership with Pivotal.
1. Let’s first talk about Tableau. Describe what part of the analytical process Tableau fits in and what problems it solves?
Our CMO Jeremy Burton is a visionary, always at least three steps ahead of the pack. I identified this gift early on, recalling Jeremy’s ability to excite a very calm and composed Technology Marketing team at Oracle 12 years ago through innovative ideas. I knew he was on the rise – Big and Fast. Yes, pun intended. Today, Jeremy’s vision at EMC is not only to harness Big Data to build a data-driven Marketing organization, but also to inspire other organizations to do the same in their Marketing departments through EMC’s Marketing Science Lab.
The Marketing Science Lab, built on EMC Big Data technology, provides a 360 degree view of customers in order to better understand their behavior and sentiment and improve marketing effectiveness. The Marketing Science Lab is not only accessible to EMC Marketers, but also presents itself through a highly visual dashboard application at EMC’s Executive Briefing Center in Santa Clara, CA. EMC’s Michael Foley leads the Marketing Science Lab and provides us with more insight into how this Big Data project is transforming EMC’s business and making everyone in Marketing addicted to analytics.
1. Can you describe the Big Data technology behind the Marketing Science Lab?
To accelerate the value of Big Data, many products have been developed to make data managed in Hadoop much easier to access and analyze through SQL. First there was Hive, which provides a SQL query abstraction layer by converting SQL queries into MapReduce jobs. More recently, Cloudera announced Impala which bypasses MapReduce to enable interactive queries on data stored in Hadoop using the same variant of SQL that Hive uses. And today, EMC Greenplum announced Pivotal HD, the only high performing, true SQL query engine on top of Hadoop. Don’t be confused by these approaches, as there is a common thread – to leverage Hadoop as a Big Data platform for running SQL queries. The major difference with Pivotal HD is that now there is a single, scalable, flexible, and cost-effective data platform for all of your analytic needs.
I spoke with Greenplum Chief Scientist Milind Bhandarkar to explain this breakthrough SQL interface to Hadoop.
1. How does Pivotal HD provide a true, high performing SQL interface to Hadoop?