Databases Reference
In-Depth Information
CHAPTER
14
Implementing the Big Data -
Data Warehouse - Real-Life
Situations
Not everything that can be counted counts, and not everything that counts can be counted.
—Albert Einstein
INTRODUCTION: BUILDING THE BIG DATA - DATA WAREHOUSE
The next-generation data warehouse is an integrated architecture of Big Data and traditional data in
one heterogeneous platform. This is not the trend but will be the norm that is being adopted by large
enterprises. The question that confronts everybody is not why, but rather how to implement such a
complex architecture and what is the underlying business case to be developed for this initiative, the
cost of deployment, and the value realization from the new platform. This chapter discusses the real-
life implementation of the next-generation platform by three different companies and the direction
they each have chosen from a technology and architecture perspective.
Customer-centric business transformation
A leading multichannel multifaceted business organization recently started an enterprise transforma-
tion program to move from being a product or services organization to a customer-oriented or cus-
tomer-centric organization. The primary drivers for the business transformation include:
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CEO requests on business insights and causal analysis.
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Competitive research teams want more accurate data from customers, outside of the organizational
efforts like surveys, call center conversations, and third-party surveys.
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Customer attrition citing lack of satisfaction.
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Lackluster campaign performance.
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Same store sales and staff performance.
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Executive requests on corporate performance.
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Inventory and warehouse spending and cost issues.
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Improve web channel performance.
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Implement recommendation engines online.
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Implement a robust customer sentiment analytics program.
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Product propensity analytics.
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Demographic analytics.
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