Big Data - Emerging Opportunities and Challenges

Big Data: Emerging Opportunities
and Challenges
Venky Ravirala, Chief Analytics Officer
MEDSEEK
Sept 24, 2013


Outline
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Big Data: Motivating with Healthcare Situation
Three Converging Market Drivers
So What, Now What?
Big Data Survey Across Industries
Recommendations for Getting Started
Key Solution Providers: Platform, BI & Analytics
Venky’s Analytics ecoSystem Vision for MEDSEEK
A few broad Use Cases
Appendix: Key Challenges Across Industries
2


Healthcare Top-of-Mind Concerns

Reforms & Regulation

Costs & Risk
(who pays and for what)

3


Converging Market Drivers
R&D (% of Total Spend)

4


Digital Growth created Big Data

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Converging R&D

• Central to this
conversation is the
Patient/Consumer
• Consumption
ripples to multichannel digital
media, devices and
instruments
• Innovation is
amplified with Big

Data & Analytic
Insights
6


Market Disruptions are Shifting Risk
• Just like Wall Street,
Healthcare is magnifying the
financial risk
• There are going to be
Winners & Losers!
• Irrespective of the payment
model, hospitals will
increasingly be evaluated
and paid for by what occurs
"Beyond the Four Walls"
7


So What, Now What?
How do I get started?
“Art of the Possible”


Managing Healthcare Outcomes

Treatment

9

Managing Patient Outcomes

Digital
Influence
Well

Researching

Preparing

Treatment

Evaluating

Recovering

Maintaining

Entire Person Health Continuum
10


Mechanisms of Influence
Entire Person Health Continuum
Well

Researching

Behavioral

Insights

Preparing

Treatment

Recovering

Evaluating

Maintaining

Findability
Predictive
Analytics

Collaborative
Interactions
Precision
Marketing

Self-Management
Tools

Compelling Calls
to Action

Targeted
Content
Advanced

Personalization


Any Questions
Before we jump into
Big Data
Across Industries?


Big Data Survey Across Industries
TCS surveyed 1,217 companies in nine countries
• 53% Use Big Data; 43%
Projected > 25% ROI
• 15% > $100 M; 7% >
$500M; 25% < $2.5M
• Sales (15.2%), Marketing
(15.0%), Customer Service
(13.3%) and R&D (11.3%);
24% Non-Rev (HR, Fin….)
• 50% is unstructured; 70% is
internal source

• Top Use Cases: Improving
customers’ offline experience
and marketing using location
• Internet and Mobile
companies focus on behavior
• Monitoring and Security are
big operations
• Big Data Analytics is typically

a separate core group
function
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Recommendations for Getting Started
• Understand the “Art of the
Possible” beyond status quo
• Define 3 business specific
use cases that create value
• Scope both internal and
external data sources & 3Vs
• Assess suitable
technologies, select 2
options and prove the
concept through ROI
• Achieve organizational
understanding and work
from a roadmap

• Expand the talent pool: IT, Data
Scientists, Analytics, Business
SMEs & Champions
• Ensure adoption concerns are
addressed: Data quality, privacy,
security etc., and organizational
roles & responsibilities
• Fail often and early to allow
learning and innovation within
technology, analytics, adoption,

and organization
• Make Analytics a separate core
group function to focus on
deriving Insights and proving
ROI
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Gartner Magic Quadrants
Cloud Infrastructure as a Service

Do not build your
own hardware
racks for largescale data.
Consider Cloud,
including
emerging MSFT
Azure
15


Gartner Magic Quadrants
Data Integration Platforms

Data Management
and ETL is not
going away.
Unstructured to
semi-structured
and structured ETL

is still necessary.

16


Gartner Magic Quadrants
BI & Analytics Platforms

Meta-data driven
dimensional
modeling (semistructured and
structured data),
visualization, and
predictive analytics
are a necessity.

17


Cloudera’s Apache Hadoop

18


Who is Cloudera?
The #1 commercial and non-commercial
Apache Hadoop distribution.
Who is Cloudera?

Complete, Integrated Hadoop Stack

Helps organizations profit from all their data
Largest contributor to Hadoop ecosystem
Provides the most widely used open source
distribution

File System Mount

Workflow
APACHE OOZIE

Develops the most sophisticated Hadoop
operations software
Trained the largest number of Hadoop

Scheduling
APACHE OOZIE

APACHE PIG, APACHE HIVE

APACHE FLUME,
APACHE SQOOP

Developers and Administrators

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SDK
HUE

Languages / Compilers
Data
Integration

Supports mission critical Hadoop clusters

UI Framework

FUSE-DFS

©2011 Cloudera, Inc. All Rights Reserved. Confidential. Reproduction
or redistribution without written permission is prohibited.

HUE SDK

Metadata
APACHE HIVE

Fast
Read/Write
Access
APACHE HBASE

Coordination

APACHE ZOOKEEPER


Specialized Analytics Vendors

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Analytics ecoSystem Vision
BI & Analyses
Portals &
Kiosks

Exec Dashboards

Scenarios & Strategy

Analytics Designs
+ Decision Sciences 
Strategy & Decisions

Simulations

s

Tests

ytic
Ana
l

IT & Data Systems

Decision Support & Strategy

Data Models
/Cubes

Diagnostics
& Quality

SAS/R
ETL

Reports

Computer Technology
+ Info/Data Sciences 
Crude Information & Reports
Visualization
.Net/Java

Sharepoint

Workflow

Optimization

Intranet
Views/Marts

Optimization
Models

Statistical Models

Biz Apps

EDW

Wiki

Hadoop
APIs

Meta Data
Services

Web Services

Mobile &
Social Media

Adapters

BIG DATA = MORE CRUDE Unstructured Data
Source System DBs

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MEDSEEK Analytics Cloud & Portals
Predict

Convert

Empower

Navigate

Intelligent Version of Influence
Analytic
Models Layer

Enterprise
Data Model

Patients
Behavior & Propensity

Insights
Layer
Data Access
Layer

Advanced
Personalization

Influence Strategy
Responses

Regional
Trends

Episodic

Variance & Trends

Hospital
Encounters

Rx Regimen
& Gaps

Encounters

Call Center
Lists

Marketing
Lists

Campaigns

Eligibility

Medical
Claims

Rx Claims

Lab Claims

Patients

Prospects

PDW with MDM
Data Movement

Hospital
Data

Experian

Claims

Member
Eligibility

Disease &
Wellness

Data Sources

Instruments

Clickstream

Social
Media

Mobile

Call
Center

22


Analytics ProgressionatePlan
gy
tr
S
&
t
r
po
p
Su
n
o
isi
c
De

Dashboards
Biz Apps
Portal/Kiosks

Reports

A
&
BI

Marts/Cubes

EDW

s
e
s
ly
na

Integrated
Marketing

Unstructur
ed Big Data
23


A few broad Uses Cases
• Needle in the Hay Stack (Search for Nuggets)
• 360-View for holistic assessments (Wallet Share)
• Mine the relationships and patterns (Amazon,
Genetic Factors for Diseases)
• Exceptions and Outliers (Fraud, Security)
• Advanced Predictive & Optimization Analytics
(Marketing Mix, Portfolio Risk, …..)

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360-View + Search + Patterns……
Medication Non-Adherence Impact

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