Big Data Analytics
Reference Architecture and
Business Value Roadmap
Joann O’Brien, TM Forum
Dr. Mick Kerrigan, Amdocs Management Ltd
Wei Dong, Big Data Works
Nikos Tsantanis, Intracom Telecom
Introduction to the
Big Data Analytics Guidebook
• Team Leads and Sponsors
• Contributors
Big Data Analytics
Project Team
The Many V’s
of Big Data
Value
Velocity
Variety
Volatility
Validity
Volume
Big Data Analytics
Business Value Roadmap
Validate
Use
Cases
1
Building
Blocks
2
Reference
Model
3
A step-by-step process to enable a CSP to implement a BDA
use case that delivers real business value
1 BDA use case covering revenue
assurance
11 BDA use case covering customer case, proactive care,
and customer retention 3 BDA use case covering real-time
network optimization and
management
1 BDA use case covering partner value optimization
1 BDA use case covering business process optimization 11 BDA use cases
covering offer targeting and optimization
1 BDA use case covering CSP Data
Monetization
3 BDA use cases covering Network related planning and
capacity management
1 BDA use case covering market
watch
1 BDA use case covering fraud management
Big Data Analytics
Use Cases
Big Data Analytics
Building Blocks
Big Data Analytics
Reference Model
Descriptive
Analytics
Predictive
Analytics
Prescriptive
Analytics
Value
Velocity
Variety
Volatility
Validity
Volume
Big Data
Meets Analytics
Data Source
Network, OSS, BSS, Social Network, …
Data Ingestion
Integration, Import, Format
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S tr u ct u re d D a ta , U n st ru ct u re d D a ta , S e m i-st ru ct u re d D a taData Management
Transformation, Correlation, Enrichment, Retention CAPEX Reduction
Applications
OPEX Reduction
Applications CEM Applications
Revenue Generating
Applications
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D a ta E xc h a n g e S e rv ic e sData Analysis
Data Modeling, Metrics, Reports
Complex Event Processing
Alerts &Triggers
Batch
Streaming
GB979: Big Data Analytics
Reference Model
Data Source
Network, OSS, BSS, Social Network, …
Data Ingestion
Integration, Import, Format
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S tr u ct u re d D a ta , U n st ru ct u re d D a ta , S e m i-st ru ct u re d D a taData Management
Transformation, Correlation, Enrichment, Retention CAPEX Reduction
Applications
OPEX Reduction
Applications CEM Applications
Revenue Generating
Applications
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D a ta E xc h a n g e S e rv ic e sData Analysis
Data Modeling, Metrics, Reports
Complex Event Processing
Alerts &Triggers
Batch
Streaming
Data Ingestion
Integration, Import, Format
Data Management
Transformation, Correlation, Enrichment, Retention
Velocity
Variety
Volatility
Validity
GB979: Big Data Analytics
Reference Model
Data Source
Network, OSS, BSS, Social Network, …
Data Ingestion
Integration, Import, Format
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S tr u ct u re d D a ta , U n st ru ct u re d D a ta , S e m i-st ru ct u re d D a taData Management
Transformation, Correlation, Enrichment, Retention CAPEX Reduction
Applications
OPEX Reduction
Applications CEM Applications
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Applications
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Alerts &Triggers
Batch
Streaming
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S tr u ct u re d D a ta , U n st ru ct u re d D a ta , S e m i-st ru ct u re d D a taGB979: Big Data Analytics
Reference Model
Data Source
Network, OSS, BSS, Social Network, …
Data Ingestion
Integration, Import, Format
D
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p
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to
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S tr u ct u re d D a ta , U n st ru ct u re d D a ta , S e m i-st ru ct u re d D a taData Management
Transformation, Correlation, Enrichment, Retention CAPEX Reduction
Applications
OPEX Reduction
Applications CEM Applications
Revenue Generating
Applications
…
Other ApplicationsP
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D a ta E xc h a n g e S e rv ic e sData Analysis
Data Modeling, Metrics, Reports
Complex Event Processing
Alerts &Triggers
Batch
Streaming
Data Analysis
Data Modeling, Metrics, Reports
Value
GB979: Big Data Analytics
Reference Model
Data Source
Network, OSS, BSS, Social Network, …
Data Ingestion
Integration, Import, Format
D
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ta
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p
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si
to
ry
S tr u ct u re d D a ta , U n st ru ct u re d D a ta , S e m i-st ru ct u re d D a taData Management
Transformation, Correlation, Enrichment, Retention CAPEX Reduction
Applications
OPEX Reduction
Applications CEM Applications
Revenue Generating
Applications
…
Other ApplicationsP
ri
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D a ta E xc h a n g e S e rv ic e sData Analysis
Data Modeling, Metrics, Reports
Complex Event Processing
Alerts &Triggers
Batch
Streaming
GB979: Big Data Analytics
Reference Model
Value
Streaming
Complex Event Processing
Stream Processing
• Analyze Data as it arrives
• Constantly deliver outcomes
Data
Processing
Actions
(Near) Real-Time
Storage
Enables powerful use cases
with time-sensitive requirements
Streaming
millisecs
secs
mins
Reaction Time
Google Ads
display
Location-based
marketing
Credit Card
fraud
Real-Time
The Big Data Use Case ‘triplet’:
Insight + Action = Value
Example: Real Time Churn Prevention
Insight
Action
Value
Subscriber
Dissatisfaction
Retention
Campaign
Satisfied
Customer
CEP:
CEP:
CEP:
CEP: Enabler of Real
Enabler of Real
Enabler of Real
Enabler of Real----Time
Time
Time Insights & Actions
Time
Complex Event
Processor (CEP)
• Correlate events/data
• Detect event patterns
• Execute online algorithms
• Calculate KPIs
Identify Events
(Insights)
• Alerts (M2H)
• Triggers (M2M)
Respond to Events
(Actions)
All in real-time
+
Insight
+
Action
=
Value
CEP Example:
Real-time Personalized
Offers Based on Location
Big Data Analytics
Business Value Roadmap
Validate
Use
Cases
1
Building
Blocks
2
Reference
Model
3
A step-by-step process to enable a CSP to implement a BDA
use case that delivers real business value
Morning
• Long Lines
• Regular
Customers
• Morning Coffee
& Breakfast
Afternoon
• Empty Stores
• Infrequent
Customers
• Afternoon Tea &
Coffee Beans
Existing Ad
Campaigns
not Working
Real-Time Targeted Location-Based Advertising
Where are
my customers?
Geocoding
Key
Location
Profiling
Location
Prediction
Location
Detection
Real-Time Location
Detection
Time of Day, Day of
Week
Learn Key Locations
(Home & Work)
Capture Customer
Locations
Customer Location
Building Blocks
• New revenue source leads to
increased revenue
Service
Provider
• Relevant ads improve the customer
experience
Customer
• Time-of-day targetings increases offer
acceptance rate and profitability
Advertising
Partner
Privacy, Security, &
Compliance
P
ri
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P
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Management
Protection
Preservation
C
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p
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ce
C
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m
p
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a
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ce
Legal
Regulatory
S
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ri
ty
S
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cu
ri
ty
Encryption
Authentication
Access Control
BDA Reference Model
BDA Reference Model
Privacy, Security & Compliance Layer
P
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P
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cy
Management
Protection
Preservation
C
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p
li
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C
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p
li
a
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ce
Legal
Regulatory
S
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ty
S
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ri
ty
Encryption
Authentication
Access Control
BDA Reference Model
Privacy, Security & Compliance Layer
P
ri
v
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cy
P
ri
v
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cy
Management
Protection
Preservation
C
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p
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a
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ce
C
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p
li
a
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ce
Legal
Regulatory
S
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cu
ri
ty
S
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ri
ty
Encryption
Authentication
Access Control
BDA Reference Model
Privacy, Security & Compliance Layer
P
ri
v
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cy
P
ri
v
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cy
Management
Protection
Preservation
C
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p
li
a
n
ce
C
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m
p
li
a
n
ce
Legal
Regulatory
S
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cu
ri
ty
S
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cu
ri
ty
Encryption
Authentication
Access Control
Big Data Analytics
Project Milestones
Identify key analytics Use Cases
Define a BDA Reference Model
Decompose UCs to
reusable Building Blocks
Document Business Models
Frameworx 13 (April 2013)
TR202: Big Data Analytics
Reference Model
Frameworx 13.5 (Sept 2013)
GB979: Big Data Analytics
Guidebook
Frameworx 14 (May 2013)
GB979: Big Data Analytics
Guidebook
Extended Use Case Catalogue
Big Data Analytics Platform
and application Showcases
Dr. Mick Kerrigan, Amdocs Management Ltd
Nikos Tsantanis, Intracom Telecom
Paul Grepps, TEOCO Corporation
Dr. Gadi Solotorevsky, cVidya Networks Ltd.
