Utilizacion de Big Data - Paco Bermejo

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Utilización de Big Data en el sector turístico Oracle Big Data Platform

19 de Febrero de 2015


Big Data = The Rise of Data Capital Companies Use Data Capital Everywhere

44%

Customer Experience

30%

Operational Efficiency

26%

New Business Models

Source: Sloan Review, MIT 2013

4


Personalize customer offering and better internal decision support

Online Travel Agency


Extreme Search and Featured Result, new products/services to ease searches provide more value to customers

Travel


Improved, faster and personalized Revenue Management System by Advanced Analytics

Hospitality


Casos de uso de la tecnología Big Data en el sector turístico

Travel Distribution

External Sources

Better Decision Support

New Products/ Services

Better Customer

Relationship

Faster Analytical Response



Travel Distribution

External Sources



Better Customer

Relationship


• Travel distribution es uno de los aspectos de la industria más intenso en la generación de información

• Cubre todo lo relacionado con un paquete turístico, desde los tickets de avión hasta el alquiler de vehículos, habitaciones de hotel y más

• Múltiples proveedores en una única transacción



External Sources

Travel Distribution Better

Decision Support


Better Customer

Relationship


• External sources son proveedores de información relacionadas con la actividad de la compañía del sector

• Datos estadísticos, demográficos, redes sociales, meteorológicos, de suministradores energéticos

• Algunas organizaciones incluso se plantean convertirse a sí mismos en fuentes externas de información como valor añadido




Travel Distribution

External Sources


Better Customer

Relationship


• Acelerar la toma de decisiones con más y mejor información interna y externa

• Mejorar la eficiencia interna y la seguridad

• Realizar forecasting de la demanda de los clientes en base a fuentes externas como por ejemplo situación macroeconómica o predicciones de tiempo




Travel Distribution

External Sources


Better Customer

Relationship


• Preferencias en cuanto a destinos, compañía aérea, servicios de valor añadido (ancillary)

• Según Facebook cuanto más personalizado es la oferta (ad) hay 8 veces más probabilidad de que el cliente se interese por ella (click)

• Social marketing como herramienta de relación con clientes para agencias online




Travel Distribution

External Sources


Better Customer

Relationship


• Nuevos productos o funcionalidades para garantizar la posibilidad de venta

• Mejora de la experiencia de búsqueda

• Más fácil y personalizado, mayor posibilidades de venta

Amadeus – Extreme Search, Featured Results

Kayak – Precio predictivo en base a A/B testing

Hipmunk – Rating de vuelos y hoteles




Travel Distribution

External Sources


Better Customer

Relationship


• La tecnología Big Data buscar ofrecer el mejor ratio de precio vs rendimiento frente a paradigmas más tradicionales

• Muy importante en un sector donde el margen operativo es bastante reducido

• Confiar en appliances de alto rendimiento con bajo coste de adquisición, menor coste de la propiedad y un menor time-to-market


La Estrategia Big Data de Oracle

15


The Rise of Data Capital will require a

Fully Integrated 4th Generation

Data Architecture Act

Discover & Predict

Capture Transactions

& Events

16


Execution

Innovation

4th Generation Data Architecture for Big Data

Enterprise Data

Other Data Sources Business

Analytics

Discovery Lab

Data Streams

Event Engine

Data Warehous

e

Data Reservoir

Business Applications

S112 $1123

Actionable

Events

Actionable

Information

Actionable

Insights


Oracle Big Data Integration and Governance Ingest, Transform and Govern

Transform & Govern Ingest

• Runs Natively in Hadoop

• Real-time streaming supports Kafka, Storm, Spark via Oracle GoldenGate

• Data validation and cleansing, metadata management, business glossary

• Leverages: Spark, Pig, Oozie, MapReduce…

• Optimized for Oracle Engineered Systems


Oracle Big Data SQL: One fast query on all your data Oracle Smart Scan on Hadoop inspired by Exadata

Big Data Customer Experience

• Customer table in database

• Subset of customers with overdue accounts moved to database server

• Web log data in Hadoop

• Subset of customers who have accessed online account information moved to database server

• No application changes required

• Existing security policies extended to Hadoop & NoSQL

Oracle Big Data SQL

CUSTOMERS WEB_LOGS


Govern and Secure Your Data With Oracle Hadoop, NoSQL & Relational

• BDA Capability – Authentication through Kerberos

– Authorization through Apache Sentry

– Auditing through Oracle Audit Vault

– Encryption for Data-at-Rest

– Network Encryption

• Big Data SQL adds – Advanced Security on Hadoop & NoSQL

• Redaction

– Virtual Private Database • Fine-grain Access Control


• OBIEE

– Query & Report on Hadoop, NoSQL & Relational

– Certified with 12c & Big Data SQL

• Endeca – Use and extend your existing

investment

• Exalytics

– Certified with 12c & Big Data SQL

– Install Exalytics into BDA Starter Rack

Extend Oracle Business Analytics with Big Data

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Oracle Big

Data

Discovery In preview

Share

Find

Discover Transform

Explore


Announcing the X5 Generation of Engineered Systems Extending Oracle’s Market Leadership

SuperCluster

T5-8

SuperCluster

M6-32

Big Memory

Machine

Exadata

Database

Machine

Big Data

Appliance

Zero Data

Loss

Recovery

Appliance

Database

Appliance

Exalogic

Elastic

Cloud

Virtual

Compute

Appliance

23

New X5 Generation Systems Shipping with Exadata X5 Storage


Oracle Big Data Cloud Services

24


Oracle Big Data Cloud Service Overview

Object Storage Cloud

Service

Hadoop BDA Cloud Service

Event Data

Social Data

Enterprise Data Data Warehouse

(Exadata as a Service)

Data Enrichment Cloud Service

Oracle BI Cloud Service

Oracle Big Data Discovery Cloud

Service

Kakfa Queues Data Stream Processor


Summary

28


Faster, Lower Cost, Less Risk

Summary: Oracle’s Information Management Heritage

Enterprise Productivity

Disruptive Technology

29

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