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Attivio: The Unsung Hero of Big Data: Unstructured Content Julio Gomez, GM, Financial Services, Attivio ANALYTICS AND VISUALIZATION FOR THE FINANCIAL ENTERPRISE CONFERENCE June 25, 2013 The Langham Hotel Boston, MA
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The Unsung Hero of Big Data: Unstructured Content
Sameer Nori, Sr Product Marketing Mgr Twitter: @sameernori
Julio Gomez, GM Financial Services Twitter: @juliogomez
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Big Data
Big Data encompasses getting insight and making smarter decisions from any information that is not easily tapped using
traditional BI and Analytics technology stacks.
Source: 'Big Data' Is Only the Beginning of Extreme Information Management, April 7, 2011, Gartner Group
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Big Data
Structured Data
Unstructured Data
Unstructured Data
Unstructured Content
Beyond Structured vs Unstructured
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Understanding the nature of data and how to get insight from it is fundamental to understand and succeeding with Big Data
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Big Data Maturity Model
Level 0: Current State
Level 1: Single source of Big Data Analyzed
Level 2: Multiple types of Big Data sources Analyzed
Level 3: Unified Big Data Architecture
Looking at a single source of Big Data: unstructured data or unstructured content
Looking at multiple sources of Big Data: unstructured data and unstructured content
Single point of access for all Big Data access and analysis with variety of access modes to support variety of business cases
Structured data analysis: EDW + BI
5
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Unstructured Data
• Brings the promise of inferring customer intent, identifying patterns of behavior and predicting future actions
• But gaining this insight requires large amounts of raw data, much of which is noise, to get what amounts to indirect insight
1000 rows of impression logs to get 1 click-thru; 6 months of click data to
be able to develop statistically meaningful user segments
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Unstructured Content
• Consider this single email:
To: Kristen Connors <kristnen.connors@banknorth.com> From: Mike Davis mike.davis@gmail.com Subject: SharpShare Date: 3-22-2013 01:35:00 Hi Kristen – A friend of mine recommended SharpShare as a great technology investment. The ticker is SS. Its fundamentals look really strong and the performance has been terrific over the last two years. I also like the fact that it’s an emerging market stock, because my corporate debt investments have been terrible this year. Should we add it to my portfolio? Possibly in my brokerage account?
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What does this single email tell us
• Consider this single email:
To: Kristen Connors <kristnen.connors@banknorth.com> From: Mike Davis mike.davis@gmail.com Subject: SharpShare Date: 3-22-2013 01:35:00 Hi Kristen – A friend of mine recommended SharpShare as a great technology investment. The ticker is SS. Its fundamentals look really strong and the performance has been terrific over the last two years. I also like the fact that it’s an emerging market stock, because my corporate debt investments have been terrible this year. Should we add it to my portfolio? Possibly in my brokerage account?
Positive sentiment
Customer name
Key terms for my industry
Customer email
Relevant account
Negative sentiment
Financial Services Solutions
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Unstructured Content in Customer Interactions
Every item from every one of these channels is your customer telling you directly what they like, what they don’t like, where they would like to see you take your products, etc…
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Attivio + Spotfire: Breaking Down the Silos
Communication
Client Understanding
Revenue Generation
Client Satisfaction
Market & Portfolio Insight
Personalized Service Active Intelligence Engine®
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Sales Enablement
Next Generation Agent Desktop
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Attivio Solutions – Financial Services
Customer Experience Management
Sales Enablement
Service Knowledge Expert
Regulatory & Risk Optimization
Unified Search & Discovery
How it works
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Spotfire and Attivio’s Unified View of Big Data
Leverage untapped data sources:
• Email, documents, contracts
• Social Media
• CMS & SharePoint content
Advanced text analytics:
• Keyphrase extraction
• Entity extraction
• Sentiment analysis
• Document classification
Empowers end-users with Google-like search within Spotfire
• User enters query in search box
• Data & content results are intuitively displayed
• User interacts with results as needed
Actionable Insights
from combining
Structured Data &
Unstructured Content
New Dimensions/New Insights
Key Concept Analysis
Entity Extraction
Sentiment Analysis
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AIE and Spotfire Integration
WEB SERVER
FILE SERVER EMAIL HADOOP CMS, CRM, ERP
Extracted or On-demand via JDBC
Spotfire Professional
Spotfire Web Player
RDBMS/EDW
Spotfire Server
Direct via ODBC
ACTIVE INTELLIGENCE ENGINE (AIE)
Spotfire can use AIE’s AI-SQL Extensions for Google-like search
within Spotfire dashboards
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Learn more
Attivio Big Data Resources
http://www.attivio.com/solutions/by-business-need/aie-for-big-data.html
Attivio and TIBCO Spotfire
http://www.attivio.com/partners/partner-showcase/technology-alliances/1110-tibco-
software.html
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Thank you!
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