The Importance Of Transactions In The World Of Analytics Doug Aoyama Director, Product Marketing

© 2012 OpTier. All rights reserved.

Why are we here?

© 2012 OpTier. All rights reserved.

Analytics is the process of gaining business or IT insights from large masses of data being collected within a data center. Transaction refers to any business process that is supported by applications or systems. Examples include “make payment,” or “checkout,” or “search” Context is the “who”, “what”, “where” information associated with a transaction - also referred to as meta-data. Overview and Definitions The common approach to analytics is complex, slow, and expensive The root cause of the problems is poor data Collecting transactional data with context solves the problems

Why analytics is hard: Complexity

Service-based application structures-multi-use

… and data is inconsistently organized and stored in silos.

The BI/Analytics Process Today BankingBrokeragePrivate Wealth Data Warehouse Enhanced DB Visualizations & Reporting Dedicated IT Team ETL/Modeling Dedicated IT Team MDM/ETL This is the source of the complexity, time and expense of legacy solutions

Typical BI/BA Effort Analysts Agree Source: Gartner (March 2012) Typical analytic process using CRISP- DM, the cross-industry standard process for data mining methodology.

What kind of information is in a transaction log? Each item in the cart Total basket size Cost of each item and total purchase Store ID Rebates or sales Rewards card information (ties to customer) etc… Retailers figured out 6-7 years ago that adding a unique identifier to every transaction running in POS and online allowed them to save a transaction log with all of the relevant contextual information to make analytics possible. There Is A Better Way THE TRANSACTION

We believe the key is establishing business context in as near real-time as possible. Without context lots of time and money is spent inferring context and relationships before you can even attempt to create insights.. Establishing business context means you have to capture in real-time: … across the entire customer interaction, and across the entire end – end business service The OpTier Perspective Business context is the key WHO End user and customer data WHAT What were the user actions and behaviors WHERE Location and access points HOW Device type, channel, formats, TRX path, etc. WHEN Timings, frequency, etc. WHAT Unique business data SERVICE Performance, topology, experience HOW Success / failure, abandon, follow-on

End User Management Web & Applications Servers MQ Queues & Web Service ESBs Middleware Servers Database & Storage Backend Systems Contextual Data Creates Business Value Authentication Web Application Servers ESBs Middleware Servers Database & Storage 3 rd Party Web Services Mainframe User Transaction The end-user initiates a transaction, such as checking their bank balance or sending a text message. User Transaction Each transaction is uniquely tagged so useful transactional data can be collected as it flows through your architecture. Authentication Web Application Servers ESBs Middleware Servers Database & Storage 3 rd Party Web Services Data is collected at each step of the transaction. This granular approach enables us to pinpoint and resolve problems quickly and predict potential problems. Mainframe Active Context Tracking Each piece of data is put into context to deliver useful real-time analytics. This unique and powerful concept is at the heart of OpTier’s technology. OpTier Real-time transactional dataset APM OPERATIONAL INTELLIGENCE BUSINESS INTELLIGENCE

Tier 2 Tier …N Tier 1 TX All Transactions, All The Time Think of OpTier’s Active Context Tracking like a “FedEx for Transactions”, in which we stamp a unique identifier to the transaction. Common Transaction Dimensions Application – Online Banking Type – Get Balance User – A.Gold55 Network Origin – OpTier's Active Context Tracking TM Business Service Performance Business Service Analytics End User Experience Root Cause and Tier Deep Dive Real-time Transaction Discovery & Flow SLA Management, Alerting, Reporting Cross Tier Latencies End – End Application Performance Out of the box! © 2012 OpTier. All rights reserved.

User Location Device Browser Connection Speed Unique to Application OpTier’s Contextual Big Data Deep Dive Into OpTier Data What is the contextual relevance most valuable to 99% of business questions? End to End Business Process Visibility Transaction Type User Actions Visits Result Peak Time Trade Value Transfer Amount Search Criteria Patient ID Account Balance System Response Time Reliability IT Topology Service Levels Call Center Volume IT Costs Revenue Per Transactions Marketing Effectiveness Users & Customers Behaviors & Actions Business Processes Service Provided Business Outcomes 3 rd Party Data

Summary Be like retail! - Basing your analytics off of transactional data will save 50-90% of the effort associated with answering questions, and could save years and millions in up front costs Modifying your applications directly to capture transactions is not a cost effective way to solve the problem A Transaction centric approach provides a way to collect all end to end transactions within your environment without modifying your applications, in real time.

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