Data Driven Enterprise

The Future is Smart, Autonomous and Scalable

Derek Lam
Senior Director, Digital Expert
Oracle Cloud Platform, Asean

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Emerging Technologies Are Creating New
Opportunities

Artificial Blockchain Autonomous IoT Containers /

Intelligence / Software Serverless /
Machine Learning Microservices

Copyright
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reserved. 2
Innovation are Dependent on Data
Smart
Cities Precision
Higher Agriculture
Gene Therapy Factory of Education
the Future
Data
Monetization
Marketing
Analytics
Customer
Experience

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4

Data is the world’s

most valuable resource
The Economist

“
Computing hardware used to be a
capital asset, while data wasn’t thought
of as an asset in the same way. Now,
hardware is becoming a service people
buy in real time and the lasting asset is
the data.
’’
- Erik Brynjolfsson, Director, MIT Initiative
on the Digital Economy
https://www.economist.com/leaders/2017/05/06/the-worlds-most-valuable-resource-is-no-longer-oil-but-data

https://www.forbes.com/sites/bernardmarr/2018/03/05/heres-why-data-is-not-the-new-oil/#142ef9c23aa9

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Oracle Confidential – Internal/Restricted/Highly Restricted

Data is Now a Kind of Capital

84%
of market value of S&P 500 companies comes from intangible assets

5
 Customer 360
360 Customer View for
Deeper Insight and Actions

• Purchase Transactions
• Credit Card • Product Catalogue
Transactions • Campaigns Data
• Customer Profiles

Start by unifying owned, earned, and paid data assets and base these off a
living 360 degrees view of customers to generate deeper customer insights

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2014 Oracle its affiliates. All rights
its affiliates. reserved.
All rights | Confidential
reserved. – Oracle
| Confidential Internal/Restricted/Highly
– Oracle Restricted Restricted 6
 Customer Segmentation

High-Tech Millennial Accomplished Professional Frequent Shopper High Spender Affluent Family

• Single • Average 40 years old • Shop > 100x • Average Spend 230 Mio • Credit Limit > 230 Mio
• Low credit limit • Healthy Lifestyle • Low Recency • High Salary • High Salary
(< 18 Million) • Apple fanboy • Married • Family person
• Low spender • Traveler • Coffee Lover & Drinker • Work more than 6 years
( < 6 Million) • High spend on cosmetics
• Traveler products
• Online Shopper

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Market Basket by Segment
High Spender Affluent Family

100 100 100 67

% % % %

Match with
segment profiles!

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Market Basket by Segment
High-Tech Millennial Accomplished Professional

52 50 59 58
% % % %

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Target the Customer Segment at Right Time with Right
Campaign

• Age = 44
• Branch City = Hanoi No
• Card Grade = Classic Identifies to which Cluster the Probability of
• Card Tenure = 5 years customer belongs with certain belonging to a
level of probability cluster >= 80%?
• Card Type = Visa Credit
• Female
• Occupation = Da Ket Hon
• Transacts at 12:00am

Customer: Modern
Commuter Send offer
Probability = 0.46

Yes, 75%

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Solution Components (Technology Mapping)
Data Ingestion, Data Management and Analytics

Examples of Data Data Analytics Analytical Models Applications

Data Sources Integration Management Use Cases Examples
1ST Party Data
Customer Marketing Dashboards
Big Data / Options:
Oracle
Transactions Click-stream Object Analytics Workflows
Batch Storage
Data Machine - BuildEarlyYour
DefaultOwn

Email Call Centre

Data Lake (BILearning
+ Detection
CRM Banking
DI Advanced
Platform - Partner Solution Perspective
Analytics) Mobile Analytics
2nd Party Data
Oracle -…
Merchant Partner Database
Enterprise
Oracle
Streaming Data Store
Data Discovery Credit Scoring
Graph &
Location Device Advertisements
Spatial
Event Hub Oracle (Next Best) Offer
3rd Party Data
Big Data
Events
ADW
Real Customer
360 Analytic
11

Social Media Credit Agency

Data Mining Chatbot
Customer
Consumer Data Demographic Mobile App Perspective
Data
<- Security & Data Governance ->

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 Better than your competition
Create Data Understand Data Control Data Use Data

12
Seamless access to all data, leaving data in place
Operational
Data Data Security
Governance

Meta Data

Dictionary Seamless
In Memory Table
Lineage

Profiling
Data Customer

Prepare
Quality Archive History
Database
Profile
Hot Extended

Warm Enriched

Cold Integrated
Analytics
Data Security Big Data

13
Single Platform for Cold, Warm and Hot Data
- Oracle Hybrid Table

Cold
COLD Data
DATA SQL
SQL Hot Data
HOT DATA
ORDERS
Q4_2016 Q1_2017 Q2_2017 Q3_2017 Q4_2017 Q1_2018 Q2_2018 Q3_2018 Q4_2018

UPDATES
Updates

Table Partitioned
TABLE PARTITIONEDby
BYQuarter
QUARTER

ObjectSTORAGE
OBJECT Storage

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High Resiliency - Active Data Guard: DML Redirection
• Read mostly standby

5 Data is visible
1 DML to client
Primary Active standby

2 DML is redirected to primary

3 DML is applied to primary

4 Data change is streamed to standby

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 High Secure - Database Security
Compliance
Data Discovery Scan
Vulnerability Oracle Enterprise Manager
Scan
Patch
Activity Audit
Automation

Oracle Advanced Security

Auditing
Encrypted Data
Authorization
Applications Non-Production Data
Authentication
Network SQL Monitoring Oracle Data Masking
and Blocking

Oracle Audit Vault and Oracle Database Vault

Database Firewall Unauthorized Multi-factor
DBA Activity authorization

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Oracle Database 19c
• Latest innovations - Power applications on-premises, in the Cloud, Hybrid Cloud
• Simplify development and administration: single multi-model database for all workloads
• Drive cost savings and gain agility
• Increase high availability and scalability of mission critical applications
• Reduce risks and improve data security
• Accelerate Innovation with Oracle Autonomous Database

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Autonomous
Oracle Autonomous Database
Self-Repairing
Maximize availability;
downtime <2.5 min/mon for
planned & unplanned.
Self-Securing
Automatically apply
security patches with no
downtime.
Self-Driving
Automatically provision,
secure, monitor, backup,
recover, tune and upgrade.
Oracle Autonomous Database
Focus on Innovation
Shift resources to higher value
tasks, accelerate productivity
and time to insights.
Reduce Risks
Avoid breach costs,
reputational damage,
and revenue losses.
Reduce Costs
Reduce admin costs up to
80%; dynamically adjust
resources, save up to 70%.
 IT Needs

70% 39% 95%

of time spent on of DBAs handle 50 of DBAs are still
maintenance; IT is or more databases creating and updating
unable to keep up databases manually

Implement emerging Ensure performance Safeguard data so it

technologies to help the SLAs, Security, Regulatory can be trusted and
business innovate Compliance & Availability accessed to get insight
 Rapid Fintech Innovation

• Thai Fintech company, converting cash

into digital currency, 120K vending
machines , kiosks
• Using ADW to analyze 2M
transactions/day in real-time
• Up to 200X query performance
improvement via self-tuning
• IT staff now focused on higher value tasks
including segmentation analysis
Enterprise Data Warehouse

• 1000s of locations with 100,000s of

customer touch points a day
• Spin up a new database quickly; from 2
weeks to 8 minutes
• Reduced 70% of project launch time
• Every hour removed from admin now
spent on innovation
• Simple path to the future
• Cloud co-existence, leverage existing investments
• Complete, integrated platform; intelligence at every layer