Creating New Business Value with Big Data Attivio Active Intelligence Engine® Creating New Business Value with Big Data

55% of all Big Data projects are: never completed Big Data Survey 55% of all Big Data projects are: never completed do not meet objectives Why? Source: Infochimps, CIOs & Big Data: What your IT Team wants you to Know (2013). Survey of IT professionals involved in Big Data projects.

Big Data Survey Top two reasons why Big Data projects are never completed or fail to meet expectations Inaccurate scope 51% Technical roadblocks 41% Source: Infochimps, CIOs & Big Data: What your IT Team wants you to Know (2013). Survey of IT professionals involved in Big Data projects. Source: Infochimps, “CIOs & Big Data: What your IT Team wants you to Know” (2013). 4

Top two reasons why Big Data projects fail outright Big Data Survey Top two reasons why Big Data projects fail outright Lack of business context around the data 51% Inability to connect the dots between data sources 51% Source: Infochimps, CIOs & Big Data: What your IT Team wants you to Know (2013). Survey of IT professionals involved in Big Data projects. Source: Infochimps, “CIOs & Big Data: What your IT Team wants you to Know” (2013). 5

80% Big Data Survey Single greatest challenge to Big Data projects: Gathering data from information silos 80% Source: Infochimps, CIOs & Big Data: What your IT Team wants you to Know (2013). Survey of IT professionals involved in Big Data projects. Source: Infochimps, “CIOs & Big Data: What your IT Team wants you to Know” (2013).

Attivio’s Active Intelligence Engine effectively addresses these critical Big Data issues. Source: Infochimps, CIOs & Big Data: What your IT Team wants you to Know (2013). Survey of IT professionals involved in Big Data projects.

Original heavy focus on Big Data infrastructure (volume)…

…while Big Data success requires dealing with Variety and Complexity

Attivio’s Active Intelligence Engine® (AIE®) Attivio AIE Structured Data Unstructured Data Unstructured Content CRM ERP Enterprise Data Warehouses Data Marts Integrate information of any type (structured, unstructured), in any format, from any repository, internal or external Correlate information across sources at query time, with no data modeling required Access information at any level – document, record, thumbnail, aggregate/trend – using search or SQL Build analytics that incorporate information from all silos of information Sensor data • Log files • Clickstreams

The Solution is Unified Information Access Information Landscape The Solution is Unified Information Access “Unified information access platforms will emerge to knit together information silos across the enterprise, no matter the format or the content. They are capable of indexing and integrating large volumes of unstructured, semi-structured, and structured information into a unified environment for information discovery, analysis, and decision support.” Worldwide Big Data Technology and Services 2012–2015 Forecast 11

ACTIVE INTELLIGENCE ENGINE (AIE) SEARCH & DISCOVERY ENTERPRISE APPLICATIONS PERSONALIZED CONTENT & eCOMMERCE ACTIVE DASHBOARDS AD HOC QUERY TOOLS BUSINESS INTELLIGENCE TOOLS ACTIVE INTELLIGENCE ENGINE (AIE) Web Server File Server Email Server CMS, CRM, ERP Hadoop A/RDBMS/EDW

QUERY/RESPONSE WORKFLOWS SEARCH & DISCOVERY ENTERPRISE APPLICATIONS PERSONALIZED CONTENT & eCOMMERCE ACTIVE DASHBOARDS AD HOC QUERY TOOLS BUSINESS INTELLIGENCE TOOLS SEARCH API SQL over ODBC/JDBC QUERY/RESPONSE WORKFLOWS Active Security • In-Engine Analytics • Alerts UNIVERSAL INDEX Schema-less Indexing • Ad hoc Query-Time JOIN of all data & content • Linear Scalability INGESTION WORKFLOWS Content & Data Transformation • Text Analytics • Real-Time Updates • Triggers CONTENT API Push or stream data/content into AIE DATA & CONTENT CONNECTORS Web Server File Server Email Server CMS, CRM, ERP Hadoop A/RDBMS/EDW

GE Aviation Create new BI platform to more proactively manage customer engine fleets Improve efficiency, customer satisfaction and repeat business Need to understand WHY trends in engine key metrics were taking place - requires deeper understanding beyond “just the numbers” Problem

GE Aviation 15 Problem Solution: AIE Create new BI platform to more proactively manage customer engine fleets Improve efficiency, customer satisfaction and repeat business Need to understand WHY trends in engine key metrics were taking place - requires deeper understanding beyond “just the numbers” Problem “Analyze Everything” platform for agile BI Integrates, correlates and presents data and content, with no advance data modeling required: Engine sensor data, generated in Big Data volumes Service status data, quality metrics, CRM and other databases Customer case management notes; service tech notes BI tool support with SQL support & ODBC/JDBC connectivity Solution: AIE 15

Packaged Applications Active Dashboard Toolkit Ad hoc Query Tools Integration Correlation Access Analytics Simple Search UIA UIA Applications Packaged Applications Active Dashboard Toolkit Ad hoc Query Tools BI & Data Visualization Tools SEARCH API SQL over ODBC/JDBC QUERY/RESPONSE WORKFLOWS UNIVERSAL INDEX GE Aviation identified several essential performance metrics, requiring data from multiple sources, including: --Engine diagnostic data constantly generated by sensors throughout each engine’s operation, approaching “big data” volumes. --Manufacturing quality metrics, already maintained in a data warehouse. --Customer Resource Management (CRM) records. --Engine service status data (e.g., engine utilization, service hours since last maintenance, etc.). SENSOR DATA INGESTION WORKFLOWS CONNECTORS Web Server File Server Email Server Content MGMT CEP Engine CRM, ERP ADBMS/EDW

Packaged Applications Active Dashboard Toolkit Ad hoc Query Tools Integration Correlation Access Analytics Simple Search UIA UIA Applications Packaged Applications Active Dashboard Toolkit Ad hoc Query Tools BI & Data Visualization Tools SEARCH API SQL over ODBC/JDBC QUERY/RESPONSE WORKFLOWS UNIVERSAL INDEX GE Aviation identified several essential performance metrics, requiring data from multiple sources, including: --Engine diagnostic data constantly generated by sensors throughout each engine’s operation, approaching “big data” volumes. --Manufacturing quality metrics, already maintained in a data warehouse. --Customer Resource Management (CRM) records. --Engine service status data (e.g., engine utilization, service hours since last maintenance, etc.). SENSOR DATA QUALITY METRICS INGESTION WORKFLOWS CONNECTORS Web Server File Server Email Server Content MGMT CEP Engine CRM, ERP ADBMS/EDW

Packaged Applications Active Dashboard Toolkit Ad hoc Query Tools Integration Correlation Access Analytics Simple Search UIA UIA Applications Packaged Applications Active Dashboard Toolkit Ad hoc Query Tools BI & Data Visualization Tools SEARCH API SQL over ODBC/JDBC QUERY/RESPONSE WORKFLOWS CUSTOMERS PRODUCTS UNIVERSAL INDEX GE Aviation identified several essential performance metrics, requiring data from multiple sources, including: --Engine diagnostic data constantly generated by sensors throughout each engine’s operation, approaching “big data” volumes. --Manufacturing quality metrics, already maintained in a data warehouse. --Customer Resource Management (CRM) records. --Engine service status data (e.g., engine utilization, service hours since last maintenance, etc.). SENSOR DATA QUALITY METRICS INGESTION WORKFLOWS CONNECTORS Web Server File Server Email Server Content MGMT CEP Engine CRM, ERP ADBMS/EDW

Packaged Applications Active Dashboard Toolkit Ad hoc Query Tools Integration Correlation Access Analytics Simple Search UIA UIA Applications Packaged Applications Active Dashboard Toolkit Ad hoc Query Tools BI & Data Visualization Tools SEARCH API SQL over ODBC/JDBC QUERY/RESPONSE WORKFLOWS CASE NOTES EXTRACTED ENTITES CUSTOMERS SERVICE TECH NOTES EXTRACTED ENTITES PRODUCTS UNIVERSAL INDEX SENSOR DATA QUALITY METRICS Having selected Attivio’s AIE as its analytic platform, GE Aviation was able to complete its informational picture by also integrating and correlating critical unstructured content, including: --Customer case management notes. --Engine maintenance system notes (extended ‘memo’ text fields containing service technician observations, notes and comments). Attivio AIE ingests such text-based information, applying advanced text analytics to enrich and normalize the content. Some of Attivio’s text processing capabilities include entity and key phrase extraction with the ability to normalize terms, synonym expansion and spelling correction. Attivio’s text analytics maximize the value to the BI user by correlating structured and unstructured content for a more complete understanding the business, beyond what would be possible working with KPIs alone. INGESTION WORKFLOWS CONNECTORS Web Server File Server Email Server Content MGMT CEP Engine CRM, ERP ADBMS/EDW

Packaged Applications Active Dashboard Toolkit Ad hoc Query Tools Integration Correlation Access Analytics Simple Search UIA UIA Applications Packaged Applications Active Dashboard Toolkit Ad hoc Query Tools BI & Data Visualization Tools Simple Search UIA UIA Applications Packaged Applications Active Dashboard Toolkit AD HOC Query Tools BI & Data Visualization Tools SEARCH API SQL over ODBC/JDBC QUERY/RESPONSE WORKFLOWS CASE NOTES EXTRACTED ENTITES CUSTOMERS SERVICE TECH NOTES EXTRACTED ENTITES PRODUCTS UNIVERSAL INDEX SENSOR DATA QUALITY METRICS Unlike traditional data warehouses and other information management solutions, Attivio AIE freely integrates and correlates all enterprise information – structured data, semi-structured and unstructured content alike – with no advanced data modeling required. (Query-time JOIN) INGESTION WORKFLOWS CONNECTORS Web Server File Server Email Server Content MGMT CEP Engine CRM, ERP ADBMS/EDW

Attivio AIE Unifies All Data and Content Integration Correlation Access Analytics Attivio AIE Unifies All Data and Content GE Aviation senior management staff can now explore and discover new correlations between changes in metrics, recurring key phrases such as ‘low pressure’ written in the service notes, and match it against the engine data collected along with the service work performed.

Integration Correlation Access Analytics Attivio AIE Unifies All Data and Content Spike in “Low pressure” keyphrase found in multiple service tech notes a leading indicator to subsequent data sensor alerts By integrating, correlating and presenting these structured and unstructured sources of information into a single analytic dashboard, the company has realized a new, deeper level of operational insight to more quickly and proactively identify the root causes of problems and take corrective action.

GE Aviation 23 Problem Solution: AIE Results Case Study Create new BI platform to more proactively manage customer engine fleets Improve efficiency, customer satisfaction and repeat business Need to understand WHY trends in engine key metrics were taking place - requires deeper understanding beyond “just the numbers” Problem “Analyze Everything” platform for agile BI Integrates, correlates and presents data and content, with no advance data modeling required: Engine sensor data, generated in Big Data volumes Service status data, quality metrics, CRM and other databases Customer case management notes; service tech notes BI tool support with SQL support & ODBC/JDBC connectivity Solution: AIE BI pilot in just 5 weeks – “a new standard BI time to market” Managers analyze engine KPIs correlated with key phrases from service and customer notes; The “why” behind the “what” New insights into root causes behind service issues Already seeing reduction in engine sensor alerts and unscheduled service Results 23

Attivio AIE: A Platform for Big Data Innovation Conclusions… Attivio AIE: A Platform for Big Data Innovation “Analyze Everything” platform with agility vital for Big Data success One-stop analysis of “what” and “why” behind business activity Complete 360-degree view of customers, products, markets, competitors... Quickly iterate solutions for unmatched time to value, rapid deployment 24