Buyers Guide Final PDF

BIG DATA ANALYTICS
BUYERS GUIDE
TABLE OF CONTENTS
02
Why Buy?
03
Steps for Selecting A Big Data Analytics Solution
06
Step 1: Define Decision Criteria
08
Step 2: Agree on Use Cases
16
Step 3: Qualify Solutions
25
Step 4: Validate Solution
36
Key Takeaways (Reducing Time to Value)
01
BUILDING A BIG DATA ANALYTIC

SOLUTION CAN TAKE OVER A YEAR...
BUILD
Data loading
Transform data and

perform data quality
Analyze data
Visualize data
Export data
Secure data
Monitoring
Scheduling and
dependencies
14+ months
BUY
Data loading
Scheduling and
dependencies
3 months
AND COST YOU OVER $1M IN SALARIES

ALONE FOR 1 YEAR
JOB TITLE
BAY AREA
NEW YORK
IT Project Manager
$ 140,000.00
$ 126,000.00
System Administrator
$ 117,000.00
$ 105,000.00
Network Administrator
$ 119,000.00
$ 107,000.00
Database Administrator
$ 125,000.00
$ 119,000.00
IT Security Manager
$ 116,000.00
$ 104,000.00
Business Intelligence Analyst
$ 137,000.00
$ 133,000.00
Data Scientist
$ 138,000.00
$ 133,000.00
Java Developer
$ 136,000.00
$ 133,000.00
QA Engineer
$ 120,000.00
$ 114,000.00
$ 1,148,000.00
$ 1,074,000.00
Big Data Analytics Buyers Guide
02
SELECTING A BIG DATA ANALYTICS

SOLUTION CAN TAKE MONTHS
Define
Decision
Criteria
(.5 month)
Agree on
Use Case
(1 month)
Qualify
Solutions
(1 month)
Validate
Purchase
(1.5 months)
(.5 month)
AND ALMOST $150K BEFORE YOU

START THE PROJECT
Salaries based on 4.5 months of yearly average
JOB TITLE
BAY AREA
NEW YORK
Project Manager
52,500
47,250
Business Intelligence Analyst
51,375
49,875
IT Administrator
44,645
40,125
$ 148,500
137,250
03
THERE ARE MANY ADVANTAGES TO

BUYING A BIG DATA ANALYTICS SOLUTION
Below are 3 key reasons we wanted to highlight:
1. Fewer steps in the process
Instead of hiring developers, ramping them up, defining, developing, testing, deploying and then analyzing,
you can go directly to defining and analyzing.
2. One pre-built solution
Instead of manually building capabilities for data loading, data parsing, data analytics, visualization,
scheduling, dependency management, data synchronization, monitoring API, management UI, and security
integration, you can have it in one, purchased platform.
3. Pre-built integration, analytics and visualization functionality
Seamless Data Integration
Powerful Analytics
Business Infographics
Structured, semi and unstructured

Pre-built connectors
Connector plug-in API
Interactive spreadsheet UI
Built-in analytic functions
Macros and function plug-in API
Combine anything, WYSIWYG

Infographics and dashboards
Visualization plug-in API
In this guide, well discuss how you can expedite the deployment and
selection process by:
Providing a template for decision criteria

Criteria for identifying big data use cases
Qualification criteria for the solution
Validating and calculating ROI to compare your options
04
STEPS FOR SELECTING

A BIG DATA ANALYTICS
SOLUTION
HOW THIS GUIDE WILL HELP YOU

SELECT A BIG DATA ANALYTICS
SOLUTION FASTER
Creating a streamlined buying process is critical. A streamlined buying
process paves the way and sets the stage for a streamlined deployment.
There are 4 key steps in selecting your big data analytics solution. This guide will go through the things you can
do to expedite that buying process.
Define
Decision
Criteria
Agree on
Use Case
Qualify
Solutions
Validate
Define decision criteria:

Before you buy something, you will need to agree on your decision criteria. In this guide, well share a checklist of
the criteria we have seen customers use during their decision making process.
Agree on use case(s):
Often times companies are looking for a place to begin. This part of the guide will help you identify the ideal big
data use cases to go after as well as show you examples of big data use cases companies have implemented.
Qualify solutions:
What is the functionality you need in a big data analytics solutions? What are the capabilities you should look for?
This part of the guide will outline the key capabilities so you can shorten your list of options to evaluate.
Validate:
In this part of the process, you need to consider how you will validate if a solution meets your requirements. Look
for ways to validate that are cost effective. This part of the guide will give you tips on how to expedite the validation
process as well as provide an framework to compare your options.
06
STEP 1
DEFINE DECISION
CRITERIA
DEFINE DECISION CRITERIA
DECISION CRITERIA FOR SELECTING

A BIG DATA ANALYTICS SOLUTION
After working with hundreds of customers, weve found the following are the
top things to look for in a Big Data Analytics Solution.
Ease of use
Does the business need IT to help?
Can a business analyst use the tool to do analysis?
Integration with existing IT infrastructure

Does the solution support import from and export into
other BI systems?
Data Integration
Does system support native connectors to
unstructured and semi-structured data sources (e.g.
log files, social, SaaS, machine data)? Does it support
flexible partitioning of the data so that it is easy to work
with large amounts of data? Does the solution provide
data quality functions so that the data can be quickly
normalized and transformed?
Administration
Does the system support flexible security integration
with LDAP or ActiveDirectory?
Analytics
Does the solution provide an intuitive environment (e.g.
spreadsheet) that business users can quickly use?
Does the solution include pre-built analytic functions?
Does the system provide a preview to validate analysis
and show data lineage for auditing data flows? Do
data models have to be defined before insights can be
gained? Do analysts need to know what they want to
do before they have had a chance to look at the data?
Can analysts look at the data, iterate, make the
changes they need and analyze without involving IT?
Visualizations
Does the solution support complete freeform
visualization? Or is it just a combination of reports and
dashboards?
Extensibility
Does the solution support open APIs for custom data
connections and custom visualizations?
Architecture
Does the solution run natively on Hadoop? Is a
separate cluster required (ideally no separate cluster
should be required)? Is the product limited by the
availability of the memory within the nodes? The ideal
solution should have no memory constraints. Does the
solution provide a job planner and optimizer to ensure
the lowest number of MapReduce jobs is executed?
Vendor requirements
Is the system proven, does it have numerous major
releases? How much is it in enterprise use, has it
analyzed substantial data, (terabytes, petabytes or
exabytes)?
09
STEP 2
AGREE ON
USE CASES
WHAT DOES A BIG DATA USE CASE HAVE?

What does a Big Data Analytics use case look like?
This part of the process has taken some companies the longest. First, it is important to understand what a Big Data
Analytics use case is not. Second, it is important to understand the characteristics of a Big Data Analtyics use case.
What is NOT a Big Data Analytics use case?
Its important to draw the distinction between a Big Data Analytics use case and a Business Intelligence use case.
Business intelligence use cases are about structured data and lead to reports that aggregate or summarize that
data. These use cases require data models that lead to a set of known questions that can be asked of the data. BI
use cases involve moderate volumes of structured data, and therefore BI solutions were not designed to handle the
big data use cases that require larger data volumes and different types of data that change frequently.
On the other hand, the data in Big Data Analytics use cases are of high complexity, meaning they have data in high
volumes, high variety and high velocity.
The ideal Big Data Analytics solution enables users to integrate, analyze, and visualize data to discover insights.
Users get deeper insights across not only transactions but also interactions to reveal more precise insights, predict
behavior and even make recommendations of future behavior.
In the following pages, youll see examples of Datameers customer use cases. These use cases detail the variety,
volume and velocity of data.
The goal of depicting these use cases is to help you identify potential use cases of your own. Bottom line: faster
time to value.
10
WHAT IS AN EXAMPLE OF A USE CASE?
MARKET BASKET ANALYSIS AND

PRICING OPTIMIZATION
Analyze pricing and historical data to price and advertise effectively
In retail, historical inventory, pricing and transaction data are spread across multiple devices and sources. This data
changes on a daily - often hourly basis. Business users need to pull together this information to understand the
seasonality of products, come up with competitive pricing, determine which platforms to support so that their
online users have optimal performance, and where to target ads.
Historical
Inventory
Pricing
Transaction
Variety
Historical, inventory, pricing, and transaction data
Volume
3000 TB
Velocity
1M+ rows of additional pricing data added daily
11
PREDICT SECURITY THREAT

Identify where security threats may occur
The security landscape is always changing. So changes in behavior can indicate where the next attack may occur.
For example, this company used Datameer to follow a virus that started in Russia, moved across Asia, to the US,
and forcing Windows upgrades in its path. By seeing where the traffic was generated in particular geographic
areas, they could predict where the next security threats would be.
Log Files
Firewall
Feeds
Variety
50+ different feeds, MySQL and JSON data from message queues and flat files, and log files
Volume
As their customer base grew, data volumes outstripped the capacity of their existing
RDMBS-based system.
Velocity
To maintain SLAs within hours, the company had to rapidly analyze data across growing
volumes of customer data.
12
BEHAVIORAL ANALYTICS
Improve game flow and increase number of paying customers
The game for gaming companies is to increase customer acquisition, retention and monetization. This means
getting more users to play, play more often and longer, and pay. First, analysts use Datameer to identify common
characteristics of users. As a result, gaming companies can target these users better with the right advertising
placement and content. To increase retention, analysts use Datameer to understand what gets a user to play
longer. A user who plays longer and interacts with other players makes the overall gaming experience better.
Game Event Logs
User Prole
Variety
Game event logs, user profile data, social interaction data captured during games
between players
Volume & Velocity
150+ points of data collected from millions of monthly users
13
PREDICTIVE SUPPORT
Identify operational failure and address them before they are reported
A couple of hours of downtime in a store or production environment means lost revenue, sometimes in the
millions of dollars. The clues to where downtime may occur are spread across devices around a store or facility
including WLAN controllers, mobile devices, routers and firewall devices. For this customer, these devices are
used to run operations such as tracking inventory. Each network device generates enormous amounts of
machine-generated data.
Store X
Store Y
Store Z
Variety
Device data from WLAN controllers, mobile devices, routers and firewall devices
Volume & Velocity
10B records per week from all the stores
14
FRAUD DETECTION
Identify potential fraud
Credit card fraud has changed. Instead of stealing a credit card and using it to buy big ticket items, some credit
card thieves have become more sophisticated. For example, they can now making numerous, small transactions
that are seemingly benign. But if Joe is making 100 $5 margarita transactions at various locations, something is
wrong. By analyzing point of sale, geolocation, authorization, and transaction data with Datameer, this financial
customer was able to identify fraud patterns in historical data.
Point of Sale
Geo-location
Authorization
Transaction
Variety
Point of Sale, Geo-location, Authorization, Transaction data
Volume & Velocity
7.5B transactions per month
15
WHAT IS AN EXAMPLE OF A USE CASE
DEVICE ANALYTICS
Enable business analysts or non-technical users through a spreadsheet
interface to analyze and do big data discovery
This enterprise hardware company was generating and collecting data that was doubling every 15 months. In
addition to the rapidly growing data volumes, there were hundreds of different semi-structured and unstructured
log formats. Before Datameer, analysts were forced to write ad hoc Perl code to parse a subset of the log files and
store data locally. By using Datameer, the company was able to derive valuable insights that helped virtually every
group Support, Development, Marketing, and Services. For example, Support was able to send out a
replacement part before the component actually failed. Sales was able to look at usage patterns to improve
forecasting and renewal negotiations.
Log Files
Data Store
Transaction Data
Variety
100s of files, logs and other data sources
Volume & Velocity
Data volume growing 2x every 15 months
16
STEP 3
QUALIFY
SOLUTIONS
SOLUTIONS QUALIFICATION CRITERIA
WHAT FUNCTIONALITY DO I NEED?

Now that weve talked about the criteria you need to make a decision and how to identify the big data use cases,
lets talk about the functionality you need or how to qualify that solution will meet your needs. Your big data
analytics solution should have the following capabilities:
Data Loading
Data Loading
A software has to be developed to load data from multiple, various data sources. This system needs to deal with
the distributed nature of Hadoop on the one side and the non-distributed nature of the data source. The system
needs to deal with corrupted records and need to provide monitoring services.
Data Parsing
Data Parsing
Most data sources provide data in a certain format that needs to be parsed into the Hadoop system. For example,
lets consider parsing a log file into records. Some formats are complicated to parse like JSON where a record can
be on many lines of text and not just one line per record.
Data Analytics
Data
Visualization
Scheduling
Dependency
Management
Data
Synchronization
Monitoring API
Management UI
Security
Integration
Data Analytics
In order for data to be properly analyzed, a big data analytics solution needs to support rapid iterations.
Data Visualization
In order for an analyst to see the insights, data needs to be visualized. Integrating visualization is difficult because
middleware needs to be built to deliver the data out of Hadoop and into the visualization layer.
Scheduling
All the items discussed above need to be orchestrated and scheduled. Scheduling needs to be easy to configure. In
addition, the scheduling needs have monitoring services to notify administrators of jobs that fail.
Dependency Management
There are complex dependencies that must be managed. For example, certain data sets have to be loaded before
certain jobs in Hadoop can be run.
Data synchronization
Data often needs to be pushed from Hadoop in to a data store like a database or in-memory system.
Monitoring API
Every aspect of a big data analytics solution needs to be monitored. Things that need to be monitored include who
has access to the system, job health, performance, and data throughput.
Management UI
A management user interface is critical for ease of configuration and monitoring.
Security Integration
For security purposes, it is important to be able to integrate with Kerberos and LDAP.
These capabilities map to the steps of the big data analytics process, including:
integration
functional analytics
visualization
smart analytics
Well walk through the things youll want to look for to address each of these steps in the following pages of this section.
18
BIG DATA ANALYTICS REQUIRES RAPID

INTEGRATION OF ALL TYPES OF DATA
To help qualify your solutions (and shorten the list of solutions you
evaluate), look for the following integration characteristics.
Import any data type
Import Jobs
Datameer loads all data in raw format directly into
Hadoop. The process is optimized and supported with
robust sampling, parsing, scheduling and data
retention tools that make it simple and efficient for any
user to get the data they need quickly.
Ensure that data is always current

Data Links
Some use cases, such as analyzing constantly
changing user data, lend themselves to streaming the
data into Hadoop as analytics are run. This ensures
that user data is always up to date. Datameer provides
data links to any data source for just that purpose.
An open data platform

Data Export
The beauty of Datameers unique integration and
analytics capabilities is that their results can be
exported to other data stores, such as a databases,
remote file servers, data warehouses, or third-party BI
(business intelligence) software packages. You can
initiate a one-time manual export, configure the job to
run each time the workbook is updated, or at a
specific time interval.
19
ANALYTICS IS AN ITERATIVE PROCESS

Analytics requires an iterative tool that is also easy to use
You need a complete solution to analyze structured and unstructured data. Integrate all types of data with
pre-built data connectors to databases, SaaS, log files and other unstructured data sources. Prepare and
Analyze with point-and-click functions so your analytics are only limited by your imagination. Even the most
complex nested joins of a large number of datasets can be performed using an interactive dialog. Visualize
and present your analytics on any device and any browser.
Prepare and Analyze
Visualize
Integrate
Deploy
Pre-built Functions with a Spreadsheet Interface

The spreadsheet interface should offer pre-built functions such as currency conversion, date functions etc.
20
ANALYTICS REQUIRES VISUALIZATION

THAT END USERS CAN INTERPRET
Flexible data visualization
You need a library of widgets that includes tables, graphs, charts, diagrams, maps, and tag clouds. This enables
users to create simple dashboards or stunning business infographics and visualizations. The end result, data
visualizations that communicate data.
Beyond static dashboards, your data visualizations should have no built-in constraints. Users need to be able to
drag and drop any widget, graphic, text, dashboard or infographic element as needed or desired.
Pageviews
The most popular pages, represented in the tag cloud by page
views this month...
na
ter
ex
busin
ess_
The most common click paths followed by visitors
news
Click paths
rum
_fo
ity
un
mm
co
Daily Average Visitors

Our stickiest web pages, measured by dwell time
w...
ment_ne
infotain
11.0
10.5
10.0
9.5
9.0
8.5
8.0
7.5
7.0
6.5
6.0
5.5
5.0
co
mm
un
ity
_n
ew
10
20
30
40
50
60
70
80
90
100
110
120
130
140
150
160
170
180
190
200
210
220
230
240
250
260
New vs. Returning Visitors
infotain
m
ent_hi
s...
Our stickiest web pages, measured by dwell time
21
SMART ANALYTICS FUNCTIONALITY

Automatically find groups and relationships hidden in your data
Clustering
With clustering (a K-means algorithm) Datameer automatically finds non-obvious but related groups within your data
by automating the process of identifying and measuring common attributes within the dataset. The obvious benefit
is that if you can segment your data into groups, you can treat the groups differently.
For example, automatically identify groups in:
Customer databases
Text documents
Product libraries
POS data
Weblogs
Health records
Social media
Online gaming logs
Clickpaths
Decision Trees
Datameers decision trees (random forest algorithm) help you understand the different combinations of data
attributes that result in a desired outcome. Decision trees are often used when enriching a dataset with additional
data sources to optimize a process for a better outcome. The structure of the decision tree reflects the structure
that is possibly hidden in your data.
For example, find out what common attributes influence:
Disease risk
Fraud risk
Customer churn
Purchases
Online signups
Root-cause
Product conversions
22
...continued
SMART ANALYTICS FUNCTIONALITY
Column Dependencies
Want to know how strongly a single data attribute like age, location, or gender, relates to other data attributes like
income, college degree, or credit score? The column dependency algorithm automatically compares every possible
data attribute combination and visually ranks the strengths of those relationships so you can instantly see where to
focus further. Those relationships are important themselves and is often used to help target further analysis.
For example, see the relationship between:
Title and purchase amount
Transaction type and frequency
Location and product selection
Average session length and virtual goods purchase
Age and disease type
Account age and product type
Age and number of SMS messages
Recommendation Engine
Datameers recommendation engine automatically predicts interests of a person based on historical observations of
similar peoples interests so you can increase engagement, recommend more relevant choices, increase customer
satisfaction, and more.
For example, predict interest in:
Music
Movies
Content
Services
Products
Documents
Applications
23
SUMMARY ON HOW TO QUALIFY A

BIG DATA ANALYTIC SOLUTION
To summarize a comprehensive big data analytic solution consists of an
end-to-end, scalable platform that enables any user to integrate, analyze
and visualize all types of data.
The following are things to look for when selecting a Big Data analytics solution:
1.
Ease of Use Does the Solution:
3.
Analytics Does the solution support:
Provide an intuitive user interface that can be used

by anyone?
A comprehensive set of analytic and transformation

functions?
Have a web based user interface?
Special functions for unstructured data?
Support all popular browsers?
Instant feedback and preview to validate analysis?
Support HTML5 for usage on desktops, tablet and

mobile devices?
Data lineage to audit data flows?

Grouping of analytics into logical groups?
Offer an undo capability?
Analysis of structured and unstructured data?

Sentiment analysis?
2.
Data Integration Does the solution support:

A large set of native connectors for the integration of
all types of disparate data (databases, file systems,
social media, mainframe, SaaS applications)?
Support for structured and unstructured data
Self service data integration without IT
4.
Visualizations Does the solution:

Provide an extensive library of graphic widgets
including tables, graphs, charts, diagrams, maps,
and tag clouds?
The ability to work with dirty data?
Provide a free form canvas layout with no built in

placement constraints?
Parallel loading of data into Hadoop?
Support for network diagram relationships
No size limitations on data?
Include fonts, color, shapes and clipart?
Support data retention policies and management
Support multiple pages of visualizations?
Offer flexible data partitioning?
Importing of images for backgrounds?
Data links to data sources that streams the data into

Hadoop as analytics are run?
Support annotations?
Ingestion of data in raw format directly into Hadoop

with robust parsing and sampling?
Enable content sharing?
Offer REST API to start and monitor import or

export of data?
Include comparing current and historical data?
next page...
Exception reporting on data?

An API to create custom connectors for proprietary/
custom/legacy applications?
24
...continued
5.
HOW TO QUALIFY A BIG DATA ANALYTIC SOLUTION
Integration with existing IT infrastructure

Does the solution:
7.
Extensibility Does the solution provide:

An SDK to add custom functions?
Provide integration with HIVE?
Support for Java, R, Ruby, Python?
Support all major Hadoop distributions?

Provide a REST API for orchestrating integration
8.
System Architecture Describe how the solution:

Provides linear scalability
6.
Administration Does the solution provide:

Role based security?
Run natively on Hadoop without a separate layer

of integration
Authentication through LDAP or Active Directory?
Support virtualized environments
Data retention policy management?
Allow import and export of data from other Hadoop

clusters
Multi-tenancy within cluster and other apps?
Is architected from the ground up for Big Data and

not just an add on or connector
Ad-hoc and scheduling of import jobs?

Web based UI for quick deployment from any
browser/desktop?
Centralized management through a web based
interface?
Log file viewer to audit logs?
9.
Vendor Requirements Is/Does the vendor:

Built upon years of deep Hadoop experience?
Well financed/stable?
Have customer support globally?
Have a strong customer base?
25
STEP 4
VALIDATE
SOLUTION
VALIDATE SOLUTION
VALIDATE AND CALCULATE ROI

Now you need to consider how you will validate if a solution will meet your requirements. Look for ways to validate
that are cost effective. An extensive validation process can take many resources including people, equipment and
time. In many cases you could end up spending more money on the resources to evaluate than on the purchase
price of the solution you chose. Include:
references a solution provider can offer as a way to validate
ROI and TCO analysis based on actual customer experiences
This section will go into the ROI and TCO framework in more detail. Well also walk through some examples of
ROI so that you have an idea of the ROI that can be achieved with Big Data use cases.
Below is a framework for measuring return. Return is simply the benefits (which are business benefits and IT
savings) the total costs (which are related to hardware, software, integration, etc).
$$$
TCO
Return
Identify Fraud
Hardware
$$$
Lower Customer
Acquisition Costs
Software
Time
Increase Retention
Integration
Flexibility
Increase
Conversion Rate
People
Lower IT Costs
Operations
Logistics
27
VALIDATE SOLUTION
BUSINESS VALUE AND ROI

Measuring ROI is a process.
Step 1: You first need to estimate ROI or business value to provide justification and set goals for your project.
Step 2: Then you measure the actual ROI.
Step 3: With the ROI metrics (e.g. % increase in customer conversion), you can update the model after each
project. With your updates and your model, you can map out future projects.
Step 1
Step 2
Step 3
Estimate
ROI
Measure
ROI
Update
Model
per month / quarter
28
VALIDATE SOLUTION
MEASURE ROI
Typical TCO (total cost of ownership) and ROI (return on investment) analyses show hardware savings, software
savings, and productivity gains. In addition, the Datameer analysis provides business benefits such as the increased
customer conversion rate that leads to $20M in new revenue. This business benefit is magnitudes larger than the IT
savings. Take the time to find the business benefits and become the big data hero. IT savings are signifcant, but
business benefits are greater. Datameer can help with this.
Have a big vision. Start small. Iterate. Build on your successes.
Once youve measured the ROI for one project you can reuse that ROI metric (e.g. % increase in customer
conversion rate) to estimate ROI gains for other projects within your organization that have similar use cases.
Project 3
Project 2
Project 1
Hardware
Savings
Software
Savings
Productivity
Business
Benefit
29
VALIDATE SOLUTION
HOW HAS BIG ANALYTICS HELPED?

In this section, youll see how Datameer customers have calculated ROI from
using Datameer
USE CASE
INDUSTRY
BENEFIT
Optimize Funnel Conversion
Software Security
Increased customer conversion by 3x
Behavioral Analytics
Online Gaming
2X Revenue
Customer Segmentation
Financial Services
Decreased customer acquisition costs by 30%
Predictive Support
Enterprise Storage
Decreased customer churn
Market Basket Analysis and
Retail
Reduced time to insight from 12 weeks to 3 days
Predict Security Threat
Software Security
Predict security threats within hours
Fraud Detection
Financial Services
Prevented $2B in potential fraud
Pricing Optimization
You can use these returns in your estimation of return from a big data analytics project.
In the following pages you will see examples of our previous use cases and how Datameer customers have
captured ROI.
30
VALIDATE SOLUTION
OPTIMIZE FUNNEL CONVERSION

Identify roadblocks in funnel conversion
Generating traffic is good. But generating traffic that leads to sales is better. Datameer has helped companies
identify which Google AdWords lead to sales. By analyzing Google AdWords, Salesforce, and Marketo data, this
company was able to track a lead from AdWord click through to transaction. As a result, this company was able to
improve funnel conversion by 3x, leading to $20M in additional revenue.
Conversion
60%
Customer conversion increased by 60%
31
VALIDATE SOLUTION
BEHAVIORAL ANALYTICS
Improve game flow and increase number of paying customers
The game for gaming companies is to increase customer acquisition, retention and monetization. This means
getting more users to play, play more often and longer, and pay. First, analysts use Datameer to identify common
characteristics of users. As a result, gaming companies can target these users better with the right advertising
placement and content. To increase retention, analysts use Datameer to understand what gets a user to play
longer. A user who plays longer and interacts with other players makes the overall gaming experience better. To
increase monetization, analysts use Datameer to identify the group of users most likely to pay based on common
characteristics. As a result of this analysis the company was able to double their revenue to over $100M.
Game Event Logs
User Prole
Revenue
2x
Increase revenue by 2x
32
VALIDATE SOLUTION
PREDICTIVE SUPPORT
Identify operational failure and address them before they are reported
A couple of hours of downtime in a store or production environment means lost revenue, sometimes in the
millions of dollars. The clues to where downtime may occur are spread across devices around a store or facility
including WLAN controllers, mobile devices, routers and firewall devices. For this customer, these devices are
used to run operations such as tracking inventory. Each network device generates enormous amounts of
machine-generated data. By using Datameer to analyze all network data, this company was able to detect
potential network failures faster. As a result, they were able to reduce the number of network failures by 30%.
Store X
Store Y
Store Z
Failure
30%
Reduced network failure by 30%
33
VALIDATION CRITERIA
MARKET BASKET ANALYSIS AND

PRICING OPTIMIZATION
Analyze pricing and historical data to price and advertise effectively
In retail, historical inventory, pricing and transaction data are spread across multiple devices and sources.
Business users need to pull together this information to understand seasonality of products, come up with
competitive pricing, determine which platforms to support so that their online users would have optimal
performance, and where to target ads. With Datameer, these business users could do their analysis in 3 days
instead of 12 weeks with their traditional tools and heavy IT involvement.
Historical
Inventory
Pricing
Transaction
12 weeks
to
3 days
Report time from 12 weeks to 3 days
34
VALIDATE SOLUTION
PREDICT SECURITY THREAT

Identify where security threats may occur
The security landscape is always changing. So changes in behavior can indicate where the next attack may occur.
For example, this company used Datameer to follow a virus that started in Russia, moved across Asia, to the US,
and forcing Windows upgrades in its path. By seeing where the traffic was generated in particular geographic
areas, they could predict where the next security threats would be. This enabled them to proactively go after the
security threats and reduce the risk of a data breach, which on average costs organizations $5.5M.
Log Files
Firewall
Feeds
Predict
threat
Predict security threats within hours
35
VALIDATE SOLUTION
FRAUD DETECTION
Identify potential fraud
Credit card fraud has changed. Instead of stealing a credit card and using it to buy big ticket items, some credit
card thieves have become more sophisticated. For example, they can now making numerous, small transactions
that are seemingly benign. But if Joe is making 100 $5 margarita transactions at various locations, something is
wrong. By analyzing point of sale, geolocation, authorization, and transaction data with Datameer, this financial
customer was able to identify fraud patterns in historical data. This analysis helped the firm identify $2B in fraud.
By applying the fraud model to new transactions, the company was able to identify potential fraud and proactively
notify customers.
Point of Sale
Geo-location
Authorization
Transaction
Prevent
fraud
Prevented $2B in fraud
36
KEY TAKEAWAYS
1. Have you defined your decision criteria?
(See Decision Criteria for selecting a big data analytics solution p.6)
2. Have you defined and identified your big data use cases?
3. Have qualified the solutions so that you have only one or two solutions to validate?
4. Have validated the solution and created the ROI/TCO to compare the solution?
If you have any questions or comments, please contact Karen Hsu

khsu@datameer.com
37

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BIG DATA ANALYTICS

Steps for Selecting A Big Data Analytics Solution

Step 1: Define Decision Criteria

Step 2: Agree on Use Cases

Step 3: Qualify Solutions

Step 4: Validate Solution

Key Takeaways (Reducing Time to Value)

BUILDING A BIG DATA ANALYTIC

Transform data and

AND COST YOU OVER $1M IN SALARIES

Business Intelligence Analyst

Big Data Analytics Buyers Guide

SELECTING A BIG DATA ANALYTICS

AND ALMOST $150K BEFORE YOU

Business Intelligence Analyst

Big Data Analytics Buyers Guide

THERE ARE MANY ADVANTAGES TO

Structured, semi and unstructured

Combine anything, WYSIWYG

Providing a template for decision criteria

Big Data Analytics Buyers Guide

STEPS FOR SELECTING

HOW THIS GUIDE WILL HELP YOU

Define decision criteria:

Big Data Analytics Buyers Guide

DEFINE DECISION CRITERIA

DECISION CRITERIA FOR SELECTING

Integration with existing IT infrastructure

Big Data Analytics Buyers Guide

WHAT DOES A BIG DATA USE CASE HAVE?

Big Data Analytics Buyers Guide

WHAT IS AN EXAMPLE OF A USE CASE?

MARKET BASKET ANALYSIS AND

Historical, inventory, pricing, and transaction data

1M+ rows of additional pricing data added daily

Big Data Analytics Buyers Guide

WHAT IS AN EXAMPLE OF A USE CASE?

PREDICT SECURITY THREAT

Big Data Analytics Buyers Guide

WHAT IS AN EXAMPLE OF A USE CASE?

Game Event Logs

Volume & Velocity

150+ points of data collected from millions of monthly users

Big Data Analytics Buyers Guide

WHAT IS AN EXAMPLE OF A USE CASE?

Volume & Velocity

10B records per week from all the stores

Big Data Analytics Buyers Guide

WHAT IS AN EXAMPLE OF A USE CASE?

Point of Sale, Geo-location, Authorization, Transaction data

Volume & Velocity

7.5B transactions per month

Big Data Analytics Buyers Guide

WHAT IS AN EXAMPLE OF A USE CASE

100s of files, logs and other data sources

Volume & Velocity

Data volume growing 2x every 15 months

Big Data Analytics Buyers Guide

SOLUTIONS QUALIFICATION CRITERIA

WHAT FUNCTIONALITY DO I NEED?

SOLUTIONS QUALIFICATION CRITERIA

BIG DATA ANALYTICS REQUIRES RAPID

Ensure that data is always current