Teradata CEO of Greater China: how to cope with the big data age

Teradata, chief executive of the Greater China region, Singlun, said in an interview with Sina Science and technology, with the arrival of large data era, enterprises should be in the internal training of three kinds of ability: first, the ability to integrate enterprise data; second, explore the value behind the data and the ability to develop precise action programmes; The ability to perform accurate and rapid real-time operations.

Rapid data growth

Teradata Company is an intelligent analysis solutions vendors, mainly for enterprises and government agencies do data integration, analysis, exploration, mining the value behind the data, thereby enhancing the competitiveness of customer production. At present, Teradata Company in Greater China has reached thousands of employees, customers across the telecommunications, finance, securities, aviation, insurance, transportation, manufacturing and other industries.

Singlun A recent interview with Sina Science and Technology, said, with the advent of large data era, enterprises do face some of the great challenges of information governance and management. For businesses, data growth will become very fast and complex.

According to statistics, computer processing is now mostly structured data, but this information only accounts for about 10% of Mobile information on the Internet. The other 90% data is unstructured, stored in audio, video, social media, web logs, and not directly stored in structured mode, and the value of this information has not been effectively tapped.

"In the past, it was possible to have more business data from ERP construction, CRM construction and related production applications," Singlun points out that as companies provide richer and better user experiences, more multiple data sources related to their businesses may be needed from within and outside the enterprise, such as social networking sites, mobile phones, sensors, New mechanical data.

According to IDC, a market research firm, the number of messages created in 2011 reached 1800EB, and is still growing at a rate of 60% a year, and by 2020 the world's annual digital message will reach 35ZB. And more of that data growth comes from unstructured data. (Each ZB =1024eb=10 trillion GB)

Enterprises need to develop three major abilities

Singlun that since there are many unstructured, relational data in these data, it is not an effective way to continue using traditional relational systems to process and manage large volumes of newly generated data quickly, cheaply and efficiently.

He pointed out that large data "big" is not only a large number of data, more reflected in the rich data types, complex data formats, rapid data changes and data depth analysis, rapid access to the complexity of intelligent information and so on.

To deal with big data, Singlun suggests that businesses should nurture three of competencies in-house: first, there is the ability to integrate data from a variety of different data sources and structures, and secondly, the ability to explore the value behind the data, and thirdly, to explore the guiding principles for precise action, At the same time, through this program to accurately fast real-time action capabilities.

"If companies develop these three capabilities in information governance, the ability to harness the data age of the future will be enhanced and the challenges faced will be minimized," he said. ”

Teradata Layout Large Data

In fact, the last two years Teradata company also through its own research and development capabilities and mergers and acquisitions by structured relational data analysis, continue to expand to the unstructured, large data areas.

2011, Teradata Company has acquired the integrated marketing Management cloud computing software company Aprimo and management analysis of a variety of unstructured data field market leader Aster data two companies. Teradata's intentions are clear – seizing the opportunity for the coming big data market. and May 8 this year, Aprimo acquired the cloud based digital marketing European leader ecircle, will further strengthen and expand Teradata large data market, the overall opportunity.

Teradata's first-quarter earnings in 2012 showed its first-quarter revenue of $613 million, an increase of 21% over the 2011-year period of 506 million. As data and analytics capabilities are increasingly being valued by enterprises, Teradata has also increased its annual revenue growth target for 2012.

Singlun said, "We have been focused on this field for 36 years, data warehousing, analysis, mining, from Headquarters, research and development to market sales, consulting, services, etc., we believe that the future growth of this area has 99% market share, the market potential is huge." "(Loliang)

Profile: Singlun, Teradata, chief executive of the Greater China region, joined the Teradata Company in April 2010. Prior to joining the company, he served as vice president of Microsoft Greater China, and general manager of Enterprise and partner Division, and was responsible for the development and service of business customers and partners in Greater China, including mainland, Taiwan and Hong Kong. Previously and served as the company's Greater China Business Advisory Services department general manager.

Prior to joining Microsoft, he served as a senior information advisor in California, providing consulting services on information and data planning for Silicon Valley enterprises including Intel, Visa Analysys, HP, and Pg&e. Singlun has a master's degree in computer science from Stanford University and a Master of Information Systems Management from New York University.

The following is a transcript of the interview:

Sina Science and Technology: "Big Data" large numbers become the new focus of IT industry, how do you understand this concept?

Singlun: Now the subject is really hot. Now the whole world is experiencing the evolution of the information age, in this process, information and information technology before the way to the intelligent, electronic, globalization, personalized direction, for the vast number of data in the depth and breadth of the demand for governance is also rapidly increased, so large data topics have been heated discussion and research.

In many industries, data is almost the most valuable asset of the enterprise, and one of the more important trends is that the data is generated not only by people doing some sort of transaction, but more by digitizing the information generated by social activities. As forums, social networks, microblogs, etc. are used in depth, this trend is becoming increasingly apparent.

Large data "Big" is not only a large amount of data, more reflected in the rich data types, complex data formats, rapid data changes and data depth analysis, rapid access to the complexity of intelligent information. So the ultimate goal of effectively harnessing big data is how to deliver much-needed information in real time to the right way and tools for the objects we serve. This is the background of the needs and large data topics of the whole environment.

Sina technology: Data will become an important asset in the future, how we use good data in the future becomes particularly important. With the rapid expansion of enterprise data, what challenges and opportunities will it bring to the enterprise?

Singlun: This is a very good topic. With the advent of the large data age, enterprises do face some great challenges of information governance and management. For businesses, the challenge in this area is to see that data growth is very fast and complex.

Over the past ten or twenty years, companies have been more able to deal with structured data, but now unstructured, non-relational information, especially web logs, social media and machine-generated data, is really a lot. Does the enterprise have a very effective management method? It's a big challenge because the data is not easy to manage.

If you continue to use the traditional relational system to deal with the current unstructured, non-relational data is not a very effective way, enterprises are faced with how to quickly, low-cost, efficient processing and management of a large number of newly generated data, indeed a problem.

Due to the high complexity of processing, the analysis of large data applications usually require professional resources, professional tools and a large number of accurate marketing, management methods, so enterprises and institutions, government units, need to adopt new technologies, new processes, to make full use of large data.

Now leading companies have adopted a series of management processes, technical means to explore the value of this data, from a large number of customer interaction data, Web site access behavior to identify customer access to data patterns, and obtain more accurate customer insights to develop a precise action program, To set better products and services for the objects of the service, and thus to achieve higher business benefits.

Sina technology: The future more data is not more from outside the enterprise? Will this impact the Data Warehouse?

Singlun: In the past, it was possible that more business data were generated from ERP construction, CRM construction and related production applications, of course these are structured data. As enterprises provide more and better user experience, more data sources may come from outside the enterprise, such as Web sites, mobile phones, sensors, etc. Of course, you can define this data as external data, but in the future the data from the enterprise or external, the line will be more and more blurred.

These data sources, the first need to have a collection of methods, at the same time have the ability to explore, explore what data is valuable to the enterprise, explore the future, and then to the existing system docking, for example, into the data warehouse for more than 360 degrees of analysis, so it is not to impact the use of data warehouses, on the contrary, is to increase the use of the Data Warehouse. In fact, it will not be eliminated, because it is accurate, fast, at the same time with cutting-edge capabilities for any one subject to achieve arbitrary granularity analysis, so the Data Warehouse platform and technology is always needed.

Large data needs to be analyzed, nothing more than through good collection means, exploration means, but also to analyze, to determine which data is included in the data Warehouse for coexistence, comprehensive analysis, the whole process is this. Whether it is traditional data, structured data, unstructured data needs, I suggest that enterprises have a good idea to carry out a comprehensive analysis.

In this way, I personally suggest that enterprises should cultivate three kinds of ability: first, to have the ability to integrate data, whether from a variety of different data sources, a variety of different structure of data; second, there is the ability to explore the value behind the data, and thirdly, to explore the guiding principles for precise action, At the same time through this program for accurate and rapid real-time action.

So in short, I suggest that our clients, whether government or business, should nurture these three competencies, integration, exploration, and mobility within the company. If these three abilities are nurtured in the information governance, the ability to control the future big Data age will be enhanced and the challenges will be minimized.

Sina Science and Technology: Teradata in the Data Warehouse, big data business in what kind of competitive position?

Singlun: We have been focused on this field for 36 years, data warehousing, analysis, mining, from Headquarters, research and development to marketing, consulting services. We believe that the future growth in this area will have 99% market share, the market potential is enormous.

Third party evaluation unit Gartner's assessment, in this field Teradata Company in technology, marketing, implementation capacity, forward-looking and so on the overall rating of 14 consecutive years is the world's No.1. In this process, we not only through their own research and development capabilities, but also through mergers and acquisitions, has been extended to the development of unstructured, large data areas.

Last January we acquired Aster data, a No.1 in the unstructured field, and we acquired Cloud services company Aprimo in precision Marketing and integrated marketing management platforms. We have just also acquired Ecircle, the world's leading cloud-based digital marketing manufacturer. Through our own research and acquisitions, we provide more abundant solutions and services to our customers in the field of data warehousing and large data analysis.

Sina Technology: Teradata have what typical or good data analysis case, can share with you?

Singlun: Teradata The past 36 years has been focused on the enterprise and government agencies to do data analysis, exploration, mining data behind the value, so as to improve customer production competitiveness. 500 of the world's top 100% of the communications industry Data Warehouse are using Teradata, financial institutions we have 60% of the ratio, aviation accounted for about 50%-60%, manufacturing industry accounted for about 50%-60%, as well as transportation, insurance, transportation and other aspects. There are a lot of cases.

For example, a telecom operator, according to the data of the traditional data Warehouse, screened out 20,000 target customers targeted promotional activities, resulting in 200 customers reply and reach a deal. But according to Teradata accurate Data warehouse and Dynamic Data Warehouse to do accurate marketing, we screened out 2000 target customers, the result is 200 customers to reach a deal. The cost of using Teradata Tools is 10 times times lower to achieve the same business purpose. In this process, also relative to the customer increased productivity and efficiency.

Sina technology: Teradata Greater China's performance has maintained a high growth rate, the growth momentum from where?

Singlun: I think a lot of it is attributable to communications, customers in finance, insurance, securities, aviation and other industries have been supporting us for a long time, so that we can share more in-depth solutions so that they can get higher and farther value in the construction of Data Warehouse, this is the 1th.

2nd, with the development of global competition mechanism, all walks of life need cutting-edge technology to assist them, so that their business can be upgraded, with higher competitiveness.

3rd, many of our employees in this field of focus are more than five years, ten years, in this field with passion, continue to in-depth research and development, so we can provide customers from all walks of life to bring higher, better value.

So growth comes from multiple aspects, and not a single aspect can have that effect. I would like to thank the customers who have long given us support, is their long-term support, so that Teradata Company has the opportunity to share with them to learn, while in this environment with customers to learn and grow together.

Sina technology: Which industry in the future needs of data analysis more?

Singlun: In the past more than 10 years, the telecommunications industry in the mainland, the financial industry relatively large amount of data, the competition within the peer relatively fierce, may be relatively early to take action to establish data analysis, precision marketing intelligent construction. In the past five years, we have seen more and more industries continue to work with us, which includes insurance, securities, aviation, transportation, express, energy, manufacturing, e-commerce, subways and so on.

As China improves its competitiveness and plays a more competitive role on the world stage, may not only rely on traditional mode to expand business, increase the strength of operational support, etc., may be more to rely on elite analysis means to dig, get the value behind the information, so that in the first point of time quickly respond to its service object To enhance the competitiveness of the overall business. This is an imperative trend, so the current trend is good and will play an absolutely positive role in the overall economic environment and China's competitiveness on the world stage.

(Responsible editor: The good of the Legacy)