big data business forum

Extraordinary Stories from the Real-World

Accelerating Growth through Analytics

A think-tank of marketers, analysts and IT strategists sharing the tools, skills and insights needed at each stage of the data-to-value journey.

NEW KEYNOTE - THEORIGINAL GAME-CHANGERBilly BeaneGeneral ManagerOakland A's and Subject ofMoneyball

Rayid GhaniChief Data ScientistObama for America2012 Campaign

Philip ShelleyChief Technology OfficerSears

Dan MarksChief Marketing OfficerFirst Tennessee Bank

is proud to present

FAST TRACK YOUR BIG DATA PLAN TODAY

Sponsors:

Produced by:

Media Partners:

November 12-14, 2012 • Hotel Nikko, San Francisco, CA

CAPTURE INSIGHTS REAL-TIME the tools, technologies and infrastructure to enable the data

ANALYZE & PREDICT OPPORTUNITIESthe methodologies, knowledge and know-how to extract insights from structured and unstructured data

STRATEGICALLY UNLOCK NEW VALUEwhere marketing, customer management, human resources and product development leaders drive action

www.BigDataBusinessForum.com

www.BigDataBusinessForum.com • 1-800-882-8684 • [email protected] 2

WHO SHOULD ATTEND?

With so much hype around big data, it’s time to turn the promise into a reality, which is exactlythe mission of this event. With the “business value” rooted in every session, the Big DataBusiness Forum provides the tools, insights and practical advice – no matter where you are inyour data-to-value journey.

The sheer volume of data being generated is a global phenomenon. The dizzying amounts of customer records, sound recordings, text messages, Facebook comments and technicalinformation coupled with behavioral and transactional data can paralyze even the most agile organizations.

The fact is, many leading organizations are already succeeding in using big data analytics as their competitive advantage. The application for real-time analytics and predictive modelinglends itself to every business strategy – marketing, customer lifetime value, fraud detection,process improvements, new product development, call center performance – just to name afew. The value is enterprise-wide.

What we heard from research is the unprecedented need for IT and marketers to worktogether. For that reason, we’ve scoured the nation to bring you the smartest technologists,analysts and marketers – who collaborate and problem-solve under a unified vision.

There are so many compelling reasons to attend including:• The original game-changer - Billy Beane in a live moderated Q&A on how he forever

changed the game of baseball and how he approaches baseball analytics today.• The untold story – be the first to hear the back story of the most watched big data case

study of the year - Obama’s Chief Data Scientist Rayid Ghani.• Real-stories from corporate practitioners using analytics as a platform for change.• Customizable learning – personalize your experience by choosing between two unique

tracks – Data Mining/Advanced Analytics & Actioning the Insights.• Cross-industry speakers – Listen to a diverse group of speakers.• Skills-based workshops – to ensure you dive deep on methodologies and tools.• Get a year’s worth of technology vendor research done in a matter of three days.

This event does more than just talk big data. It engages, provokes, inspires and demonstratesthe HOW and WHY and WHAT.

This isn’t a fad, the big data movement is here to stay. Don’t get left behind.I look forward to seeing you this November in San Francisco.

Amanda PowersProgram DirectorBig Data Business [email protected]

Welcome to the event you’ve been asking for...

This event will be rich with key decisionmakers looking to make new investmentswith organizing and analyzing their data anddriving business initiatives. The Big DataBusiness Forum provides a perfect venue tomeet those who are actively seeking newideas and solutions to tap into big data.

There are only a limited number ofopportunities left. For more information onsponsorship and exhibiting opportunities,contact: Simon Copcutt [email protected] or call 1-212-885-2771.

Customer Management IQ provides news, research, training andnetworking to over 50,000 customer management executives. It’s aforum for sharing ideas, best practices and solutions within the businesscommunity. For more information visit,www.customermanagementiq.com

About The Organizer Take advantage of year round networking.

Connect with YourCommunity

Speak, Sponsor or Exhibit



If you’re involved in any aspect of the big data continuum, this event is for you.

IT Strategists: Enable the Data

The lure of big data has many ITstrategists moving quickly to consolidateand mash up their data assets to otherrelevant information. The tools are hereand the processes are in place to helpguide successful data enablement.

Analysts: Unlock the Value

You hold the key to unlocking theinsight yet data the former analysttechniques no longer work in a worldrich with unstructured data. This is yourchance to rise to expectations.

Marketers: Drive BusinessResults

Never before have business leaders beenable to understand their customers onsuch a microscopic level as today. Learnhow to use real-time analytics tooptimize your marketing and innovation.

To benefit the most, attend as a team. See page 9 for more details on group pricing.

NEW KEYNOTE ANNOUNCEDTHE ORIGINAL ANALYTICS GAME-CHANGER - BILLY BEANEWe're pleased to announce Billy Beane as the headlinekeynote at the event. Hear how he changed the way

baseball, sports and now businesses today use data analyticsto make smarter decisions. In this live moderated Q&A, you'll

have the chance to ask him your specific questions.

link the LinkedIn to: http://www.linkedin.com/groups?gid=4481158&trk=myg_ugrp_ovr

1:30 Enabling the Value of Big Data throughMetaDataFANNIE MAE

2:15 Using Non-Traditional Techniques and EmergingTechnologies for Customer/Market ResearchTIME WARNER CABLE

APPLICATION: CUSTOMER LIFETIME VALUE Achieving Customer Lifetime Value throughPredictive ModelingETSY

APPLICATION: HUMAN RESOURCESAddressing the Baby Boomer Retirement Tsunami:A Strategic Approach to Workforce PlanningCONAGRA FOODS

11:00 Registration for Workshops

11:30-1:30 WORKSHOP A: Data Visualization: Turning Large Data Sets into a Compelling Story (box lunch will be served)

1:30-3:30 WORKSHOP B: Big Data BootcampLINKEDIN

3:30-5:30 WORKSHOP C: Strategic Planning for Enterprise Big DataTHE PENNSYLVANIA STATE UNIVERSITY

5:45 Opening Night Keynote Opening Your Eyes to a Data-Driven WorldO'REILLY MEDIA

6:30 Monday Night Meet-Up

7:30 Registration & Coffee

7:50 Chairperson’s WelcomeChairman from 1010data

8:45 KEYNOTEMoneyball: The Art of Winning anUnfair GameOakland a's and subject Of MOneyball

9:00 Morning Networking & Refreshment Break (BigData Technology Showcase)

9:45 Big Data Getting Bigger 1010DATA, INC.

10:30 Profiting from Big Data: From the Trenchesto the BoardroomUNIVERSITY OF CALIFORNIA

11:15 KEYNOTE Data Analytics for thePresidential ElectionsOBAMA FOR AMERICA 2012 CAMPAIGN

12:00 Lunch


8:00 How to Organize a Crime Ring and CommitMortgage FraudLEXISNEXIS

8:45 KEYNOTE Going from Numbers to Knowing:Transforming Data into Stories & InsightNORTHWESTERN UNIVERSITY

9:30 Morning Networking & Refreshment Break

5:30 PANEL DISCUSSION Who Owns Big Data? The People Side of Weaving Big Data into the Organizational Fabric Moderated by: CLEARSTORY DATAPanelists include: FIRST TENNESSEE, MACY’S, US ARMY, ALTERYX

6:15 Close of Conference Day One

2:30 Afternoon Networking & Refreshment Break


3:30 From the Big Bang to eCommerce: A Journey in Making Sense of Big Data at CERN and at eBayEBAY

4:15 BRINGING IT ALL TOGETHER – CONCLUDING KEYNOTEMorphing into a Social Business: Moving from Strategy to ActualizationVERIZON COMMUNICATIONS

5:00 Close of Conference

PRE-CONFERENCE WORKSHOP & OPENING KEYNOTE DAY Monday, November 12, 2012

MAIN CONFERENCE DAY ONE Tuesday, November 13, 2012

MAIN CONFERENCE DAY TWO Wednesday, November 14, 2012

Track 1:DATA ARCHITECTURE & MINING

Track 2: ANALYTICS & ACTIONING THE INSIGHTS



Breakout sessions begin. You're welcome to move between tracks.

Breakout sessions begin. You're welcome to move between tracks.

3

Agenda at a Glance Speaker Faculty

CORPORATE LEADERSJoseph Adler, Sr. Data Scientist, LINKEDIN

Joseph Arsenault, Senior Manager,Analysis/Metrics/Reporting, TIME WARNER CABLE

K.C. Bradley, Manager, Integrated TalentManagement, CONAGRA FOODS

Sara Roberts, Ph.D., Team Leader, AdvancedAnalytics, Human Resources, CONAGRA FOODS

Sameer Chopra, VP, Advanced Analytics,ORBITZ WORLDWIDE

Gary Class, SVP, Enterprise Customer Analysis,WELLS FARGO

Patrick Deglon, Director of Global Traffic Analytics,EBAY

Reto F. Matter, Director, Enterprise DataArchitecture, GAP DIRECT

Dan Marks, CMO,FIRST TENNESSEE

Roberto Medri, Group Manager, Analytics, ETSY

John Mulholland VP, Enterprise Data Architecture &Center of Excellence,FANNIE MAE

Yin Nawaday, Director of Analytics & ProcessManagement, DIAMOND RESORTSINTERNATIONAL

Mason Nelder, Director of Social Media & DigitalStrategy, VERIZON COMMUNICATIONS

Jim Porzak, Senior Director, Business Intelligence,MINTED.COM

Philip Shelley, Chief Technology Officer, SEARS

Kerem Tomak, VP of Marketing Analytics, MACY’S

ACADEMICS, PUBLICSECTOR & THOUGHT-LEADERS

Ramakrishna “Ram” Akella, Professor andDirector, Center for Large Scale Analytics andSmart Services & Professor of Informatics, UNIVERSITY OF CALIFORNIA, BERKELEY,SANTA CRUZ & STANFORD UNIVERSITY

Laura Allen, CRM, US ARMY CORP OFENGINEERS

Mark Bower, VP of Product Management,VOLTAGE SECURITY

Kristian Hammond, Co-Founder, The IntelligentInformation Laboratory, McCormick School ofEngineering & Applied Science, NORTHWESTERN UNIVERSITY

Grant Ingersoll, Chief Scientist, LUCIDWORKS

Karthik Kannan, Senior Director, ProductManagement & Marketing, VMWARE

Keith Kohl, Director, Data Integration ProductManagement, SYNCSORT

Stephanie McReynolds, Vice President of Productsand Marketing, CLEARSTORY DATA

Rick Schultz , Senior VP of Marketing, ALTERYX

Jo Prichard, Architect, LEXISNEXIS

Sandy Steier, CEO, 1010DATA, INC.

KEYNOTES

Billy BeaneGeneral ManagerOakland A's and Subjectof Moneyball

Rayid GhaniChief Data Scientist,OBAMA FOR AMERICA2012 CAMPAIGN

Jonathan BrunerData Journalist & Editor-at-LargeO'REILLY MEDIA

1:00 Big Data Architecture: What to Know beforeYou Get StartedGAP DIRECT

1:45 Delivering on Expectations: Core Competenciesfor Data ScientistsORBITZ WORLDWIDE

3:15 Large Data Methods: Keeping it Simple on thePath to Big DataMINTED.COM

4:00 Large-Scale Search, Discovery and Analysis inActionLUCIDWORKS

APPLICATION: PRICING STRATEGIES Competing withBig Data: The Power of Near-Real-Time at Scale SEARS

APPLICATION: CUSTOMER SERVICECustomer Loyalty Resurgence: Using Structured andUnstructured Data to Uncover Customer DesiresDIAMOND RESORTS INTERNATIONAL

A Big Strategy to Securing Big Data VOLTAGE SECURITY

Making Sense of Social Data

10:15 The Power of Coalescing Mixed Data Types to Form a360 Degree View of your CustomerWELLS FARGO

11:00 Delivering Business Value and Growth with BigData IntegrationSYNCSORT

11:45 Instant Intelligence: Transforming Big Data intoBusiness Insights at Speed, at Scale, forCompetitive AdvantageVMWARE

12:30 Networking Luncheon

Pre-Conference Workshops • Monday, November 12, 2012

11:00 Registration for Workshops

11:30 - 1:30 (box lunch will be served)

Data Visualization: Turning Large Data Sets into a Compelling StoryA

3:30 - 5:30

Strategic Planning for Enterprise Big DataC

1:30 - 3:30

Big Data BootcampB

Monday, November 12, 2012 • 6:30pm •Location TBA

This is your chance to tap into the wisdom andexperience of your peers. Enjoy “off therecord” conversations with speakers, industryexperts and fellow attendees. Get a head starton networking by participating in thiscasualyet productive activity. (Cash bar event).

Jon Bruner, Data Journalist & Editor-at-Large, O'REILLY MEDIA &Contributor, FORBES MAGAZINE

Big data is transforming all aspects of business and society, shifting the problemsolving approach from experience and intuition to data and analysis fact-based.This form of data-driven management thanks to improved business intelligencetools and data gathering has become easier and cheaper. This excitingpresentation, will exemplify ways data-driven management has been used outsideof the private sector—in managing the dams on the Columbia River and keepingtraffic moving in Los Angeles, for instance. You don’t want to miss this tour aroundthe globe demonstrating the versatility and value of data-driven revolution.

Opening Night Keynote • Monday, November 12, 2012 • 5:45pm


Get a head start on your learning experience by attending a hands-on interactive workshop. Register for an all-access pass for the best value.

Opening Your Eyes to a Data-Driven World Monday Night Meet-Up

Over the past few years, many companies have engaged in data hoarding andsifting the astronomical amounts of information from a variety of sources,unstructured, fragmented, and randomly search around for patterns. As youmight suspect, this approach hasn’t been successful as it lacks clear direction.This workshop offers a basic introduction to practicing data science. We’ll walkthrough several typical projects that range from conceptualization to acquiringdata, to analyzing and visualizing it, to drawing conclusions. We assumefamiliarity with the command line and the ability to use libraries and code.

Topics covered include:

• Data acquisition and cleaning• Building practical data storage, analysis, and production systems• Visualizing data for exploration and presentation• Learning from data• Building a data science team

Joseph AdlerSr. Data ScientistLINKEDIN

Data visualization can be a powerful way to simplify complexity. Big Data has the promise to contain valuable information that will drive insights, innovationand discoveries, but it can be difficult to access, digest and communicate. This workshop will show how data visualization, can be used to simplify complexdata insights and drive a deeper understanding of the context in which we operate.

Organizations today are developing business-value-oriented approaches toincorporating big data techniques into their enterprise architecture (EA). Thisrequires your business to shift its thinking about business data from a cost to anasset. It also requires that IT avoid the temptation to view big data as a pointsolution in its own silo. Effective enterprise architecture is the key to enable theenterprise to address orders of magnitude increases in complexity and orders ofmagnitude increases in the rate of change. EA can be the linchpin to bridge thebig data strategy to execution.

This workshop will explore the role of enterprise architecture as a strategicplanning mechanism for enterprise big data and will discuss approaches andstructures for effective enterprise architecture.

Topics addressed include: • How to developing a holistic approach to information architecture. • Information architecture strategies that incorporate the special characteristicsof candidate big data sets.

• Key attributes required for analysis and develop a sourcing strategy to answerimportant questions about where the data will come from (organic growth oracquisition); how fast it must be captured; how good it is; and where it will bemaintained.

Brian H. Cameron, Ph.D.Executive Director, Center for Enterprise Architecture, College of Information Sciences and Technology,THE PENNSYLVANIA STATE UNIVERSITY

KEYNOTE

Check out his recentpodcast interview inthe resource center

Main Conference Day One • Tuesday, November 13, 2012

1:00 Big Data Architecture: What to Know before You GetStartedReto F. MatterDirector, Enterprise Data ArchitectureGAP DIRECT

If you’re new to big data and want to know how to get started,this session is for you. Reto Matter will share what you need toknow as you build out a roadmap as well as include tips on howto ensure your information architecture matches us with business needs.

Topics to be covered include:• How big is your Big Data?• Who is the audience for Big Data? • Big Data does not have to translate to Hadoop• Real Time vs. Right Time Data Needs• The NoSQL Landscape – it’s crowded • The (hidden) cost of Big Data• What to expect in the next few years

1:00 APPLICATION: PRICING STRATEGIESCompeting with Big Data: The Power of Near-Real-Time at scale Dr. Philip ShelleyChief Technology OfficerSEARS

In this session, you'll learn how Sears identified that while they had brandrecognition, they wanted to improve customer-specific rewards and offers:They wanted to be sure that their best customers are treated as their bestcustomers. Hear how Sears tackled this challenge using a Hadoop-basedplatform to gain a deep understanding of their customers and how they usedinsights to create an award-winning loyalty program.

Phil will introduce the emerging approach to convert legacy mainframe anddistributed workload to Hadoop, even in more traditional companies whereHadoop may not have previously been considered.• How to use big data analytics to create a personalized customer experience• Transforming from a legacy company to a big-data driven company• How to modernize your computing system using less expensive, moreeffective options

• How to realize substantial cost savings by leveraging Hadoop for heavybatch processing

Breakout sessions begin. You're welcome to move between the tracks to create your optimal learning experience.





8:00 Chairperson’s Welcome Chairperson address delivered by :

8:00 Moneyball: The Art of Winning an Unfair Game

Billy BeaneGeneral Manager,Oakland A's and Subject of Moneyball

Go behind the scenes of Michael Lewis' best-selling bookMoneyball (now a major motion picture) and discover Billy Beane'sstatistical methodology that inevitably led the Oakland A's, one ofthe worst teams in baseball, to four consecutive playoffappearances and three American League West Division Titles. Billywill share his inspiring underdog story of how he changed thegame and how businesses everywhere can implement statisticalmethodology to gain a competitive advantage.


9:45 Big Data Getting BiggerSandy SteierCEO1010DATA, INC.

When most people think about Big Data, they think about datacollected or generated by a single organization and, more oftenthat not, used by that same organization. With obvious exampleslike social media sites and telecoms, there is no question that thedata from one organization can be big. Looked at in this way, thechallenge of Big Data is primarily a technological one: How canan organization collect and manage Big Data and make itaccessible to users?

But what if we expand our thinking to allow organizations toshare their Big Data with other organizations? We now areconfronted with even greater technological hurdles and newchallenges with regards to how data is accessed, explored andanalyzed. In this session we will discuss some of the benefits, usecases and challenges of sharing Big Data.

KEYNOTE

10:30 Profiting from Big Data: From the Trenches to the BoardroomRamakrishna “Ram” AkellaProfessor and Director, Center for Large Scale Analytics and Smart Services &Professor of InformaticsUNIVERSITY OF CALIFORNIA, BERKELEY SANTA CRUZ & STANFORDUNIVERSITY

Have you noticed that now there’s big data about “big data?” Not only is bigdata increasing dominating in both consumer and trade media, but it’s winningmindshare in the C-suite across all industries. Yet, the reality of implementingstrategies to ensure the proper storage, management, analysis and usage ofunstructured and structured data is much more complex than the conversationspotlights. It requires the alignment of key stakeholders, development of a model andthe investment in tools and training. Using real-world examples, this session willillustrate how some companies have accelerated their path to achieving top andbottom-line growth showing business examples in marketing, product development,crisis identification and customer engagement. We’ll explore a variety of toolsavailable including search engines, text mining, social gaming and customer service.

This session will illustrate:• Goal setting: How to focus on effective and integrated metrics for success• How to identify the data components you need to avoid getting lost in a sea ofdata

• How to develop a model that illustrates strategy and guides effectiveimplementation

11:15 Data Analytics for the Presidential Elections

Rayid GhaniChief Data ScientistOBAMA FOR AMERICA 2012 CAMPAIGN

This year’s reelection campaign took a page out of the private sector, by hiringveteran data scientist, Mr. Ghani to serve as the “Chief Data Scientist” for theObama campaign. Mr. Ghani along with his team of analysts had the task ofsifting through reams of data available through the Internet and feeding it tohundreds of staff members on the ground in all 50 states. In this excitingkeynote address, you’ll get a first hand look inside the walls of the campaign andhow they used social, text and real-time analytics along with predictive modelingto identify voter patterns, sentiment and other opportunities. Taking place justone week following the election, you’ll be amongst the first to hear how big dataanalytics was applied at an unprecedented scale.

12:00 Lunch

http://www.bigdatabusinessforum.com/Event.aspx?id=787292

http://www.bigdatabusinessforum.com/Event.aspx?id=787292

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1:45 Delivering on Expectations: Core Competencies forData Scientists Sameer ChopraVP, Advanced AnalyticsORBITZ WORLDWIDEThe McKinsey Institute predicts a need for 1.5 million additionalmangers and analysts in the United States who can ask the rightquestions and consume the results of the analysis of big dataeffectively. This session is geared for statistical modelers and advancedanalytics professionals. You’ll learn about the changing landscape andthe skill sets required for data miners in the new era of Big Data.

• While statistical modeling is not going away, analytics groupsare advised to leverage machine-learning approaches as well.

• While traditional statistical modeling software packages are notgoing away, analytics groups need to actively embrace newskill-sets in emerging software such as open-source tools (e.g.,R, MongoDB) and Big Data tools (e.g: Hadoop).


3:15 Large Data Methods: Keeping it Simple on the Pathto Big DataJim PorzakSenior Director, Business IntelligenceMINTED.COM Let’s face it, doing big data is hard. Sure, if you are Facebook or eBaybig data is your world. Most of us are not there yet, but we wouldlike to be. In the meantime, we owe it to our business partners toanswer their data driven questions as quickly and efficiently aspossible. Can we start using traditional DBMS tools on our “largedata” and keep open a migration path to big data systems?

You will learn:• Why Minted.com chose to stay with traditional DBMS tools.• How we do what’s thought of as big data problems: log fileanalysis, sessionization of site visits, and segmentation of ourmember base.

• What our migration paths are to scale up to big data.

4:00 Large-Scale Search, Discovery and Analysis in ActionGrant IngersollChief ScientistLUCIDWORKSBuilding Big Data applications that offer the ability to obtain newand unique business insights -and also scale to meet the mostdemanding environments requires an echo-system of servicesthat seamlessly cooperate. Many open source tools exist whereeach plays a key role in the overall Big Data developmentchallenge. By tightly integrating these tools, a comprehensiveBig Data development platform emerges that takes advantage ofthe needed services, is low cost and extensible.• How to effectively leverage open source tools like Hadoop, Solr,Mahout and others to better enable user access to big data.

• The importance of discovering interesting information based ona variety of features like recommendations, summaries andother insights.

• Understanding the value of both ad hoc and real time access tolarge volumes of semi-structured content.

1:45 APPLICATION: CUSTOMER SERVICECustomer Loyalty Resurgence: Using Structured andUnstructured Data to Uncover Customer DesiresYin NawadayDirector of Analytics & Process ManagementDIAMOND RESORTS INTERNATIONAL

With more than 200 managed and affiliated resorts worldwideand half a million owners, Diamond Resort International is aglobal hospitality company and a leader in the vacationownership industry. This session will examine how Analytics hasdriven improved customer satisfaction and loyalty. How do wemake BI part and parcel of the Business? We will discuss how tomake data actionable and how transactional, behavioral,psychographic and demographic data are used to build a 360degree view of the customer. In addition, this session willprovide concrete examples of how data moves the needle atDiamond Resorts International.


3:15 A Big Strategy to Securing Big Data Mark BowerVP of Product ManagementVOLTAGE SECURITY

Big Data provides a powerful ability to gain deeper insights andmake more intelligent decisions in how you analyze and manageyour business. However, regulatory constraints and security riskscan limit the extent of adoption and the value that it can deliver.Traditional security defenses, including firewalls and accesscontrols, reduces the ROI on your Big Data investment byconstraining analytics to only non-sensitive information, andultimately lack the ability to adequately protect your data.

Taking a new, bigger security strategy can have a dramaticimpact in allowing you to realize the value of Big Data, whileensuring your data is completely protected across its entire life-cycle. This presentation will review some of the challenges andopportunities in securing sensitive corporate, financial andcustomer data in Big Data systems, including:• How to close the current security gaps and reduce exposure• How to ensure compliance to critical security and privacyregulations

• How a data-centric strategy can help reduce fraud, andmitigate risk

4:00 APPLICATION: DIGITAL MARKETINGMaking Sense of Social DataDigital data from growing customer interactions is growing at anexponential rate. You have information about your customers,prospects, influencers and competitors. Yet, it’s not until this datais analyses through linguistic and social sentiment analysis thatyou’re able to extract actionable insights. In this session, you’llhear how JPMorgan Chase has harnesses this data in a cost-effective way and identified patterns and opportunities whichthey’ve applied to get the most from their marketing efforts.

Breakout sessions continued...



6:15 Close of Conference Day One

Kerem TomakVP of Marketing AnalyticsMACY'S

Companies everywhere are turning to analytics to gain a competitive edge. As they do,they must resolve unique demands on their information technology, their structure,their process and their culture. Most critical is diversity of people at all levels and acrossfunctions to turn data into business value. Yet, this works against traditional businessmodels where functions operate in silos and marketing and technologists have typicallynot collaborated. This panel will discuss the enterprise-wide commitment andorganizational shift that is needed to weave analytics into the organizational fabric.You don’t want to miss this provocative and candid conversation with key leaderswho’ve sailed these waters already.

Did you know? First Tennessee Bank achieved an ROI of more than 600% usingpredictive analytics to more intelligently target offers to customers

Panelists: Dan MarksChief Marketing OfficerFIRST TENNESSEE

Laura AllenCRMUS ARMY CORP OF ENGINEERS

Rick SchultzSenior VP of MarketingALTERYX

Moderated by Stephanie McReynolds, Vice President of Products andMarketing, CLEARSTORY DATA

PANEL DISCUSSION

5:30 Who Owns Big Data? The People Side of Weaving Big Data into the Organizational Fabric

Main Conference Day One • Tuesday, November 13, 2012 continued

Main Conference Day Two • Wednesday, November 14, 2012

richer set of information on the Customer, as most interactionswere only available as unstructured data, if at all.

New data processing technologies now make practical theability to create a common topography of Customer-to-Firminteractions by coalescing structured (administrative), semi-structured (machine-machine communication) and unstructured(voice & video) data.

11:00 Delivering Business Value and Growth with BigData IntegrationKeith KohlDirector, Data Integration Product ManagementSYNCSORT

Successful Big Data initiatives require data integrationenvironments that are high-performing and highly-scalable toturn data into actionable insights — fast. In this environment,many organizations are realizing that conventional dataintegration approaches are not up to the challenge posed byBig Data; using them is too costly and complex to manage. Asa result, alternative solutions are gaining momentum amongthose who rely on Big Data to drive real business value.• comScore has built and defined a market by leveragingBig Data to help its customers succeed in the digital world.The company monitors, collects, and analyzes over 32 billionrecords a day — amounting to terabytes of information —to provide unique insights about users’ online and offlinebehavior.

• Attend this session to discover how comScore leveragesSyncsort DMExpress and Hadoop to uncover the fourth“V” of Big Data, Value, while allowing them to reduce costs,support business growth, and maintain competitiveness.

11:45 Instant Intelligence: Transforming Big Data intoBusiness Insights at Speed, at Scale, forCompetitive AdvantageKarthik KannanSenior Director, Product Management & MarketingVMware

It is no secret that broadband speeds and connectivity aredriving hyper growth in customer’s social conversations,mobile interactions and location-based applications inunprecedented ways. These actions are producing very largevolumes of data mostly unstructured (text, photo, video,audio) in a variety of ways and arriving at different velocitiesat the enterprise. In this session, you’ll learn how Cetas isenabling businesses to transform Big Data into businessinsights in real-time for a competitive advantage:• Learn to Discover new customer patterns and trends formonetization

• Know how to Analyze and correlate events from multipledata sources as they arrive

• Determine how to Predict events just before it reallyhappens

• Close the loop by Acting on insights that maximize returns

12:30 Networking Luncheon


8:00 How to Organize a Crime Ring and CommitMortgage FraudJo PrinchardArchitectLexisNexis

Fraud in the financial services sector is rampant costing theeconomy billions of dollars. Fraud schemes are constantlyevolving in the mortgage sector. Socialized and Crowd SourcedFraud operating in organized networks is extremely difficult todetect. This presentation will discuss how to organize a crimering, how fraud is scaled through social networks along with howto detect mortgage fraud leveraging Big Data. The presenter willcover the following: • Showcase a big data mashup involving 600 million deedsrecords, 4 billion person to person associations, 270 millionactive identities and mathematical graph magic (not a map-and-reduce process).

• Through visualizations discuss the many insights gained aboutschemes like equity stripping, strategic premeditated defaultsand more.

• Show how to translate these insights into enterprise productand growth opportunities.

8:45 Going from Numbers to Knowing: TransformingData into Stories & InsightKristian HammondCo-FounderTHE INTELLIGENT INFORMATION LABORATORY, McCormickSchool of Engineering & Applied Science, NORTHWESTERNUNIVERSITY

Conventional wisdom says that in order to understand anythingin business, you need to track it and amass the data associatedwith business processes, But this data is meaningless unless it canbe converted to insight and communication.

In this talk, you’ll learn about new Artificial Intelligencetechnology that is able to transform data into stories and insight.The core technology, developed by Narrative Science, is able togenerate evidence-based reports that are both insightful andindistinguishable from those written by people. Given any datarepository, the system can generate a wide variety of reports(long form reports, executive summaries, or even tweets) aimedat the goals and communication needs of different stakeholders.

• Transforming data into stories and insight• Automatic content generation• A data driven approach Artificial Intelligence


10:15 The Power of Coalescing Mixed Data Types to Form a360 Degree View of your CustomerGary ClassSenior Vice President, Enterprise Customer AnalysisWELLS FARGO

The 360 degree view of the Customer’s relationship to the Firm isa noble and illusive goal. Historically, the analyst and decision-maker in the Firm was hampered by the inability to gather a


Breakout sessions begin. See next page for details.

VENUE INFORMATIONThe Hotel Nikko222 Mason Street, San Francisco, CA 94102415-394-1111 • www.hotelnikkosf.com

Experience the fine art of hospitality and the ultimate inpersonal service set in the midst of a city world-famous for itscharming history and its cutting-edge style. Hotel Nikko, juststeps from Union Square in the heart of San Francisco, is anideal destination for business travel or a special getaway.

Group Rate-$299 + 15.65% taxPlease identify you are part of the IQPC – Big Data Business Forum groupto ensure the special rate. Note that you are eligible for this rate three dayprior and three days post the event.

Reservations Telephone- (415) 394 – 1111 or 800 – 248 - 3308

Please make your reservation before October 26, 2012 in order to ensureyou are eligible for the group rate.

2:15 Using Non-Traditional Techniques and EmergingTechnologies for Customer/Market ResearchJoseph ArsenaultSenior Manager, Analysis/Metrics/ReportingTIME WARNER CABLE

This session will utilize facilitated moderation to explore hownon-traditional methods and technologies can be leveragedacross massive data sets to gain customer and market insight. Inthis interactive session, you will participate in exploring strategiesfor:• Using customer satisfaction survey responses to drive newclient innovations

• Social media as a catalyst for real-time marketing feedback• Leveraging database and predictive analytics to driveperformance management

• Optimizing qualitative and quantitative measures


3:45 From the Big Bang to eCommerce: A Journey in Making Sense of Big Data at CERN and at eBayPatrick DeglonDirector of Global Traffic AnalyticsEBAYReflection on similarities and differences between big data analysis at CERN (the European Laboratory for Particle Physics), studying the creation ofthe Universe, and at eBay, studying customer behaviors to optimizing marketing, site and pricing. • How complexity can spark innovation, but also kill effectiveness • Why an embedded or client-centric Analytics organization is not necessarily a great idea • Why analyst creativity is antagonistic to executive reporting

2:15 APPLICATION: HUMAN RESOURCESAddressing the Baby Boomer Retirement Tsunami: AStrategic Approach to Workforce Planning K.C. Bradley, ManagerIntegrated Talent ManagementCONAGRA FOODS

At ConAgra Foods, approximately 40% of its employees will becomeretirement eligible in the next ten years. This will require to organize tofully mobilize its resources to fill these vacancies with high caliber talent.In this session, you’ll learn how data mining, forecasting and predictiveanalytics are being used to ensure that the organization is effectivelymanaging workforce planning. Specific areas addressed include:• Defining data requirements – how to get what we needed to makemeaningful decisions.

• Determining the process to effectively forecasting for a workforce of25,000 employees.

• Implementing the model – how to engage the organization in thework to be done.

• Realizing the benefits – how to dollarize the impact to the organization.

Breakout sessions begin. You're welcome to move between the tracks to create your optimal learning experience.

In this interactive session, we will explore challenges and approaches to how businesses are changing to embracethe future of social insights, internally and externally. Here are a few topics to seed this exploration. • Breaking data down to consumable value that maps to business priorities • Organizational structuring for collaboration• Balancing collaboration with the urgency of business• Internal focus for external success

Mason NelderDirector of Social Media &Digital StrategyVERIZON COMMUNICATIONS

BRINGING IT ALL TOGETHER – CONCLUDING KEYNOTE

4:30 Morphing into a Social Business: Moving from Strategy to Actualization

5:15 Close of Conference


Sara Roberts, Ph.D.Team Leader, Advanced Analytics,Human ResourcesCONAGRA FOODS

Main Conference Day Two • Wednesday, November 14, 2012 continued

1:30 Enabling the Value of Big Data through MetaDataJohn Mulholland VP Enterprise Data Architecture & Center of ExcellenceFANNIE MAE

The effective branding of Big Data has brought many serviceproviders to the marketplace with a primary focus of rapidlyadvancing IT tools and solutions. Unfortunately data issues cannotbe addressed by IT alone. Successful implementation of Big Datachallenges can only be realized when technology is effectivelyaligned with business processes, underlying data and it's lineage tointernal and external data models. The odds are that manyinitiatives will come up short unless programs include the corefoundational enablers provided through Meta Data management.

From this presentation you will learn:• Why Meta Data management is such a critical success factor toall data initiatives, regardless of industry sector

• How firms are addressing their data challenges and reaping thebenefits from leveraging the core foundational Meta Dataprograms.

• What is going on across industry sectors, legislation, and withinthe regulatory communities globally that is bringing this issueto the forefront

1:30 APPLICATION: CUSTOMER LIFETIME VALUEAchieving Customer Lifetime Value throughPredictive ModelingRoberto MedriGroup Manager, AnalyticsETSY

Customer Lifetime Value (CLV) is one of the most frequentlyreferenced and misinterpreted metrics in data-driven marketing.This talk will introduce a formal and understandable definitionfor CLV and will illustrate an approach to estimate it at theindividual customer level in a non-subscription business like Etsy.Individual-level estimation enables businesses to answerfundamental questions like 'Who will be my best customers?' or'Who are the customers that I am about to lose?'. We willprovide examples of initiatives Etsy has pursued following CLVdata, and what results they brought to the company.



LexisNexis® Risk Solutions offers a proven, data-intensive supercomputing platform designed for the enterprise to process andsolve Big Data analytical problems. As a superior alternative to Hadoop and legacy technology, HPCC Systems offers a consistentdata-centric programming language, two processing platforms and a single, complete end-to-end architecture for efficientprocessing. Customers, such as financial institutions, insurance carriers, insurance companies, law enforcement agencies, federalgovernment and other enterprise-class organizations leverage the HPCC Systems technology through LexisNexis® products andservices. For more information, visit HPCC Systems at http://hpccsystems.com.

Cetas by VMware provides Real-time Big Data analytics for online businesses and enterprises to help executives, strategists,marketers, business analysts and IT to extract insights, take action and influence business outcomes. In short, Cetas by VMwareprovides the fastest path from data to business insights. Cetas’ next-generation platform is designed to scan, index, and processover a billion events per day and correlate them from a variety of data sources including live data streams and provide insights inseconds or less. This high performance platform also provides advanced analytics capabilities including – clustering,recommendation, automatic pattern extraction, predictions and real-time navigation. http://www.cetas.net/

Syncsort is a leading provider of high-performance data integration solutions ideally suited for today’s complex Big Dataenvironments. For more than a decade, Syncsort DMExpress® software has been used to integrate, optimize and migrate data inthousands of applications around the world. DMExpress solutions enable organizations to maximize the value of Big Data throughthe application of fast, efficient, simple, cost-effective data integration technology. Independent analyst research has shown thatDMExpress typically delivers up to 65% lower TCO compared to convention data integration solutions, with a 200% ROI andnine-month payback period. For more information, visit www.syncsort.com/dmexpress.

1010data provides a unique, cloud-based platform that unifies Big Data and analytics. It is used by hundreds of the world’slargest retail, manufacturing, telecom, and financial services enterprises because of its proven ability to deliver actionable insightfrom very large amounts of data more quickly, easily andinexpensively than any other solution. The company combines ultra-fastdatabase technology, a broad array of built-in functions for advanced analytics, and an intuitive spreadsheet user interface, anddelivers them as a managed service. There is no hardware or software to buy, no technical skills are required, and setup is fastand easy .www.1010data.com

The Teradata Aster MapReduce Platform is the market-leading big data analytics solution. This analytic platform embedsMapReduce analytic processing for deeper insights on new data sources and multi-structured data types to deliver analyticcapabilities with breakthrough performance and scalability. Teradata's solution utilizes Aster's patented SQL-MapReduce® toparallelize the processing of data and applications and deliver rich analytic insights at scale. Companies including Barnes & Noble,Intuit, LinkedIn, and Gilt Groupe use Teradata Aster to deliver applications such as digital marketing optimization, social networkand relationship analysis, and data science. For more information, visit www.asterdata.com or for more about Teradata, visitwww.teradata.com.

Voltage Security®, Inc., is the leading data protection provider, delivering secure, scalable, and proven data-centric encryptionand key management solutions, enabling customers to effectively combat new and emerging security threats. Powered bygroundbreaking encryption innovations, including Identity-Based Encryption™, Format-Preserving Encryption™, and Page-Integrated Encryption™, our powerful data protection products allow any company to seamlessly secure all types of sensitivecorporate and customer information, wherever it resides and however it is used, while efficiently meeting regulatory complianceand privacy requirements. For more information, visit www.voltage.com.

LucidWorks is the trusted name in Search, Discovery and Analytics, delivering the only enterprise-grade embedded searchsolutions built on Apache Lucene/Solr open source search. The LucidWorks Product Suite consists of two development platforms –LucidWorks Search and LucidWorks Big Data. LucidWorks Search delivers unmatched scalability to billions of documents, withsub-second query and faceting response time. LucidWorks Big Data tightly integrates key Apache projects needed to build anddeploy applications needing access to multi-structured data. Leveraging the scalable power of Apache projects such asLucene/Solr, Hadoop, Mahout and Zookeeper enables organizations to meet Big Data requirements: Volume, Variety and Velocity.www.lucidworks.com

ClearStory Data makes it easy to gather and explore big, diverse, dispersed data for faster and more intuitive insights.ClearStory Data’s application enables business users to find, combine, and explore data from private Big Data, web, and premiumdata sources for converged insights. ClearStory Data’s solution is architected for high performance, scalable, interactive analysis ofdata derived from multiple sources. The New York Times has called ClearStory Data “Big Data for the Rest of Us.”www.clearstorydata.com

Alteryx, Inc. provides indispensable analytic solutions for enterprise companies making critical decisions about how to expandand grow. Our product, Alteryx Strategic Analytics, is a BI and analytics solution designed for Data Artisans and business leadersthat brings together the market knowledge, location insight, and business intelligence today's organizations require. For morethan a decade, Alteryx has enabled strategic planning executives to identify and seize market opportunities, outsmart theircompetitors, and drive more revenue. Customers like Experian Marketing Services and McDonald's rely on Alteryx daily for theirmost important decisions. Headquartered in Irvine, California, and with offices in Boulder and San Francisco, Alteryx empowers250+ customers and 200,000+ users worldwide. Get inspired today at www.alteryx.com or call 1-888-836-4274.Alteryx is a registered trademark of Alteryx, Inc. Other products named herein may be trademarks of their respective owners andare hereby recognized. www.alteryx.com

Factual provides access to definitive global data for powering web and mobile apps, mobile advertising, and enterprise solutions.Using its sophisticated big data stack, Factual builds data products that leverage contributions from partners, user communities,and the web. Factual’s first offering is its Global Places suite of data and APIs, which provides access to more than 63 millionplaces in 50 countries along with entity mapping, resolution, and geo ad-targeting services. Its second offering is its Productssuite of data and APIs. Factual is funded by Andreessen Horowitz and Index Ventures. For more information on Factual, go towww.factual.com.

If you're interested in exploring sponsorship and exhibiting opportunities, please contactSimon Copcutt at [email protected]. If you're interested in exploring mediapartnership opportunities, please contact Gahwui Kim at [email protected].


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