UNLEASHING THE VALUE OF THE TERADATA UNIFIED DATA ARCHITECTURE WITH ALTERYX 1
Successful companies know that analytics are key to winning customer loyalty, optimizing business processes and beating their competitors. By integrating data from multiple parts of the organization to enable cross-functional analysis and a 360-degree view of the customer, businesses can make the best decisions possible. With more data and more sophisticated analytics, you can realize even greater business value. Today businesses can tap new sources of data for business analytics, including web, social, audio/video, text, sensor data and machine-generated data. But with these new opportunities come new challenges. For example, structured data (from databases) fits easily into a relational database model with SQL-based analytics. Other semi-structured or unstructured data may require non-sql analytics, which are difficult for business users and analysts who require SQL access and iterative analytics. strategic and operational analytics to the extended organization ~ ~ Data Discovery Discovery analytics to rapidly explore and unlock insights from big data using a variety of analytic techniques accessible to mainstream business analysts ~ ~ Data Staging A platform for loading, storing and refining data in preparation for analytics The Teradata Unified Data Architecture combines best-of-breed and complementary technologies to create a unified, high-performance analytic environment for the enterprise. This new approach to enterprise analytics applies the right technology for the task at hand to increase productivity, lower operating costs and deliver a real competitive advantage. It includes a Teradata data warehouse platform and the Teradata Aster discovery platform for analytics, as well as open-source Apache Hadoop for data management and storage as needed. Another challenge is identifying the nuggets of valuable data from among and between multiple data sources. Analysts need to run iterations of analysis quickly against differing data sets, using familiar tools and languages. Data discovery can be especially challenging if data is stored on multiple systems employing different technologies. Finally, there is the challenge of simply handling all the data. New data sources often generate data at extremely high frequencies and volumes. Organizations need to capture, refine and store the data long enough to determine which data to keep, all at an affordable price. This paper describes how you can combine the Teradata Unified Data Architecture with Alteryx solutions to create new insights and business opportunities from diverse data sources. TERADATA: ACCESS ALL YOUR DATA FOR BUSINESS INSIGHT To exploit the competitive opportunities buried in data from diverse sources, you need a strong analytic foundation capable of handling large volumes of data efficiently. Specifically, you need to address the following three capabilities: ~ ~ Data Warehousing Integrated and shared data environments for managing the business and delivering Figure 1. Teradata Unified Data Architecture. Data Warehousing The Teradata Active Enterprise Data Warehouse is the foundation of the integrated data warehouse solution. Teradata s active integrated data warehouse is the market-leading analytic platform for providing strategic and operational analytics from a single source of centralized 2
data. The Teradata Data Warehouse Appliance works well for smaller data warehouses or application-specific data marts. Data Discovery For data discovery, the Teradata platform uses patented SQL-MapReduce on the Aster Big Analytics Appliance, providing pre-packaged analytics and applications for data-driven discovery. Mainstream business users can easily access this insight using familiar SQL-based interfaces and leading business intelligence (BI) tools. If you are performing discovery on structured data, a partitioned data lab in the data warehouse is the recommended solution. Teradata Extreme Data Appliance offer cost-effective storage and analytics for structured data. The Teradata Unified Data Architecture integrates these components into a cohesive, integrated data platform that delivers the following capabilities: ~ ~ Unified management of both structured and unstructured data at optimal cost ~ ~ Powerful analytics spanning SQL and MapReduce analytics ~ ~ Seamless integration with the existing data warehouse environment and user skillset The Teradata Unified Data Architecture handles all types of data and diverse analytics for both business and technical users while providing an engineered, integrated and fully supported solution so you can focus on running your business. Teradata partner Alteryx provides innovative technology that can help you get the maximum business value from your analytics using the Teradata Unified Data Architecture. ALTERYX HUMANIZING BIG DATA Figure 2. Key components of the Teradata Unified Data Architecture. Data Staging Hadoop is an effective, low-cost technology for loading, storing and refining data within the unified architecture. However, Hadoop is not designed as an analytic platform. The Teradata Data Warehouse Appliance and the Companies can extract the highest value from big data by combining all relevant data sources in their analysis. Alteryx makes it easy for business analysts to create workflows that combine and blend data from relevant sources, bringing new and ad hoc sources of data into the Teradata Unified Data Architecture for rapid analysis. Analysts can orchestrate data within this environment using connectors and SQL-H interfaces for optimal processing. The biggest value in big data can be driven by combining big data with other corporate data. By putting what is found in big data into a larger context, the quantity and quality of insights will increase exponentially. This is why big data needs to be folded into an overall data strategy as opposed to having a stand-alone big data strategy. - Bill Franks, Taming the Big Data Tidal Wave 3
Alteryx lets you integrate available data with relevant third party data, including: ~ ~ Experian household, demographic, and segmentation data ~ ~ Dun & Bradstreet organizational firmographic data ~ ~ TomTom geo-spatial data for location intelligence ~ ~ US Census data Create Business Analytics in an Easy-to-Use Workflow Environment Using the design canvas and step-by-step, workflow-based environment of Alteryx, data artisans can create analytics and analytic applications. With a single click, they can put those applications and answers to critical business questions in the hands of those who need it most: decision-makers. And when business conditions and underlying data change, Alteryx helps you iterate your analytic applications quickly and easily, without waiting for overburdened IT organization or expensive statistical specialists. Figure 3: Alteryx graphical interface for creating analytic workflows. Base Your Decisions on the Foresight of Accessible Predictive Analytics Alteryx helps you make critical business decisions based on forward-looking, predictive analytics rather than past performance or simple guesswork. By embedding predictive analytics tools based on the R open source statistical language or any of the in-database analytic capabilities, Alteryx makes powerful statistical techniques accessible to everyone in your organization through a simple drag-and-drop interface. Understand Where and Why Things Happen: Location Matters Whether you re building a hyper-local marketing and merchandizing strategy or trying to understand the value of social media investments, location matters. Traditionally, this type of insight has been in the hands of a few geo specialists focused on mapping and trade areas. With Alteryx, you can put location specific intelligence in the hands of every decision maker. With the rise of location-enabled devices such as smart phones and tablets, consumer and business interactions increasingly include a location data-point. This makes spatial analysis more critical than ever before. Alteryx provides powerful geospatial and location intelligence tools as part of any analytic workflow. You can visualize where events are taking place and make location-specific decisions. Alteryx can push custom spatial queries into the Teradata Database to leverage its processing power and eliminate data movement. Enrich your spatial data within the Teradata system using any or all of these functions provided by Alteryx: ~ ~ Geocoding of data ~ ~ Drive-time analytics ~ ~ Trade area creation ~ ~ Spatial and demographic analysis ~ ~ Spatial and predictive analysis ~ ~ Mapping Alteryx simplifies the previously complex tasks of predictive and spatial analytics, so every employee in your organization can make critical business decisions based on real, verifiable facts. Deliver the Right Data for the Right Question To The Right Person To answer today s complex business questions, you need to access your sources of insight in a single environment. That s why Alteryx allows you to bring together data from virtually any data source, whether structured, unstructured or cloud data, into an analytic application. Using Alteryx, you can extend the reach of business 4
insight by publishing applications that let your business users run in-database analytics and get fast answers to their pressing business questions. TERADATA AND ALTERYX: POWERFUL INSIGHTS FOR BUSINESS USERS To exploit the opportunities of all their data, organizations need flexible data architectures as well as sophisticated analytic tools. Analysts need to rapidly gather, make sense of and derive insights from all the relevant data to make faster, more accurate strategic decisions. But given the variety of potential data sources, it is difficult for any single tool to be most effective at capturing, storing and exploring data. Using the Teradata Unified Data Architecture with Alteryx enables you to explore data from multiple sources, as well as the ability to deploy the insights derived from the data. You can create sophisticated analytics, taking advantage of new, multi-structured data sources to deliver the most ROI. The combined solution: ~ ~ Integrates and addresses both structured and emerging multi-structured data ~ ~ Leverages the Teradata Integrated Data Warehouse, Teradata Aster Discovery platform and Hadoop to optimal advantage ~ ~ Creates both in-database and cross-platform analytics quickly without requiring specialized SQL, MapReduce or R programming skills ~ ~ Lets you combine the capabilities of the Alteryx environment with routines developed in other analytical tools within a single analytical workflow ~ ~ Easily deploys analytics to the appropriate users beyond the analyst community The combined solution of Alteryx and the Teradata Unified Data Architecture provides an IT-friendly environment that supports the need to analyze data found inside and outside the data warehouse. Analysts and business users can leverage powerful engines to create and execute integrated applications. This kind of analysis is only possible with an environment that can bring together routines created by separate tools and running on different platforms. Enhancing the Teradata Unified Data Architecture with the speed and agility of Alteryx creates a powerful environment for traditional and self-service analytics using integrated data and massively parallel processing platforms. It delivers: ~ ~ A complete solution for the full lifecycle of strategic and big data analytics from transforming, enriching and loading data to designing analytic workflows and putting easy-to-use analytic applications in the hands of line-of-business users DATA BLENDING & MOVEMENT ANALYTICS CREATION & CONSUMPTION Discovery Platform Integrated Data Warehouse Visual Workflow Data Blending for Data Integration to Enable/Leverage Unified Data Architecture Capture Store Refine In-Database Analytics Easy-to-Build Analytic Apps, Data Sets for Visualization Figure 4: Teradata Unified Data Architecture with Alteryx. 5
~ ~ Improved ability to manage and extract value from structured and multi-structured data ~ ~ Ability for business analysts to create data labs and perform predictive and spatial analytics on the Teradata data warehouse and Teradata Aster discovery platforms ~ ~ Faster analytical processing within applications using in-database analytics in Teradata and SQL MapReduce functions in Teradata Aster The Alteryx solution helps customers with the Teradata Unified Data Architecture achieve these benefits by providing the following: ~ ~ Robust set of analytical functions ~ ~ Access to a rich catalog of horizontal and industry-specific analytic applications in the Alteryx Analytics Gallery ~ ~ Syndicated household, demographic, firmographic, map and Census data to enrich existing sources ~ ~ Native data integration and in-database analytical support for Teradata data warehouse and Teradata Aster capabilities ~ ~ Ability to leverage Teradata SQL-H for accessing Hadoop data from Aster or Teradata Database platforms USE CASE: PREDICTING AND PREVENTING CUSTOMER CHURN Problem A global communication service provider is interested in preventing customer churn by identifying at-risk customers and providing special offers that reduce the likelihood of churn in a profitable way. To do this, they need predictive analytics. Solution Teradata and Alteryx deliver an end-to-end analytic workflow process from data consumption and analysis to application deployment. Alteryx integrates and loads call detail records from diverse sources along with customer data from the Teradata warehouse into the Aster database to create a complete, rich data set for iterative analysis. Data scientists run iterative discovery analysis to determine the key indicators behind customer churn and loyalty. These key indicators are captured as repeatable applications to enrich the data warehouse with churn and loyalty scores. In addition, the discovery analysis is captured and deployed to the business users as a parameterized application for further iterative analysis. Benefits ~ ~ Ability to identify key customers that are likely churn candidates ~ ~ Determine problem spots on the network (cell sites, network elements) that are driving churn ~ ~ Discover other key reasons for churn (performance, competitive offers) ~ ~ Discover which offers have prevented churn for similar customers in the past ~ ~ Identify which offers will work and evaluate a least-cost offer to prevent churn ~ ~ Ability to make offers to keep customers from leaving ~ ~ Deeper understanding of customer behavior Key Solution Components ~ ~ Aster Discovery platform for deep analytics and segmentation ~ ~ Teradata data warehouse to operationalize and deploy insights and enriched data across the enterprise ~ ~ Alteryx for the user workflow engine to orchestrate data blending and analytics. 6
ABOUT ALTERYX, INC. Alteryx provides an indispensable and easy-to-use analytics platform for enterprise companies making critical decisions that drive their business strategy and growth. Alteryx Strategic Analytics runs analytic applications that empower executives to identify and seize market opportunities, outsmart their competitors, increase customer loyalty and drive more revenue. It Humanizes Big Data by enabling business analysts and Data Artisans to combine Big Data with market knowledge, location insight, and business intelligence; easily perform predictive and spatial analytics; and produce analytic apps that can be shared via the private cloud or the Alteryx Analytics Gallery public cloud. Customers like Experian Marketing Services and McDonald s rely on Alteryx daily. Headquartered in Irvine, California, and with offices in Boulder and Silicon Valley, Alteryx empowers 250+ customers and 200,000+ users worldwide. Visit Alteryx, the leader in Strategic Analytics, today at www.alteryx.com or call 1-888-836-4274. ABOUT TERADATA Teradata is the world s largest company focused on analytic data solutions through integrated data warehousing, big data analytics, and business applications. Only Teradata gives organizations the advantage to transform data across the organization into actionable insights empowering leaders to think boldly and act decisively for the best decisions possible. Visit teradata.com 10000 Innovation, Drive Dayton, OH 45342 teradata.com The Best Decision Possible, Unified Data Architecture, and SQL-H are trademarks, and Teradata, the Teradata logo and SQL-MapReduce are registered trademarks of Teradata Corporation and/or its affiliates in the U.S. and worldwide. Alteryx trademarked names or logos are trademarks of Alteryx, Inc. in the U.S. and/or other countries. Teradata continually improves products as new technologies and components become available. Teradata, therefore, reserves the right to change specifications without prior notice. All features, functions, and operations described herein may not be marketed in all parts of the world. Consult your Teradata representative or Teradata.com for more information. 7 Copyright 2013 by Teradata Corporation All Rights Reserved. Produced in USA.