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    Oracle Endeca Information DiscoveryOverview and Frequently Asked Questions Overview Most organizations have implemented business intelligence toenable decision makers to monitor, understand and improvebusiness performance.Yet over 80% of enterprise information exists as unstructureddata beyond the reach of traditional BI environments - inwebsites, social media, content management systems, emails,documents, sensor data, external databases, and more - and thisdiverse and changing data is growing exponentially.Organizations that cannot understand the insights buried withinthis data are at a critical competitive disadvantage.Oracle Endeca Information Discovery solutions unite theworlds of structured and unstructured data to provide businessusers with complete visibility into their business processes,creating new insights and enabling better business decisions.Only Oracle provides a complete, integrated solution forsuperior structured and unstructured data analysis, all deliveredon engineered systems optimized for performance and lowtotal cost of ownership.Oracle Endeca Information Discovery helps solve problemsassociated with analyzing unstructured data, in finding betterways to listen to customers, improving the relationshipbetween companies and their employees, getting to the realroot causes behind issues, or creating new products andservices through a better understanding of the market. OracleEndeca Information Discovery creates transformativeopportunities for the business, and enables IT to costeffectively support them. Key Capabilities ã   Intelligent Search Use intuitive, yet advanced, search forrapid identification of relevant business concepts and instantresults across all your data. Search helps users find whatthey need, even if they don't know how to ask for it. ã   Interactive Visualizations Visualize data in context toquickly investigate root causes, identify exceptions, andsurface new concepts. ã   Contextual Navigation Originally built for and proven onleading consumer web sites, interactive faceted navigationhelps users quickly make sense of unfamiliar data sets. ã   Universal Data Support Endeca’s unique hybridsearch/analytical database and comprehensive library of connectors for structured and unstructured sources supportintegration of any data, regardless of schema or type. ã   Text Enrichment and Sentiment Analysis Extractconcepts, entities, and meaning from unstructured text fieldsin databases or other content systems for entirely new typesof analysis. ã   Drag-and-Drop Application Composition Creatingcompelling user interfaces has never been easier with aninteractive, drag-and-drop authoring environment forquickly assembling enterprise-class discovery applications. ã   Dynamic Metadata Layer An optional, adaptive semanticlayer that allows incorporation of business definitions fromexisting BI tools without getting in the way. ã   In-Memory Architecture Highly scalable, column-oriented, multi-core parallelized, and natively in-memoryEndeca is built to optimally leverage engineered systemslike Oracle Exalytics In-Memory Machine to deliver speed-of-thought performance.  2   Frequently Asked Questions Overview What is Oracle Endeca Information Discovery? Oracle Endeca Information Discovery is an enterprise datadiscovery platform for rapid, intuitive exploration and analysisof data from any combination of structured and unstructuredsources. Why Oracle Endeca Information Discovery? Oracle Endeca Information Discovery enables organizations toextend their existing business analytics investments tounstructured sources – including social media, websites,content systems, files, email, database text, and Big Data -providing unprecedented visibility into data and businessprocesses, saving time and cost, and leading to better businessdecisions.With Oracle Endeca Information Discovery, customers can: ã   Easily combine structured and unstructured data andmetadata to understand key metrics in their relevant contextand evaluate new business situations. ã   Ask unanticipated questions of any data through intuitive,flexible, and highly interactive online discoveryapplications. ã   Mash up and recombine data and visualizations to composediscovery applications. ã   Leverage all of the rich metadata of their data models andthe semantic layer as a basis upon which to build discoveryapplications. ã   Unburden IT from the constant chasing of new requirementsand nontraditional data sources for incorporation into thedata warehouse, enabling them to deliver fast access torelevant data and self-service to business users whilemaintaining security, governance, and quality. What are examples of how customers use Oracle EndecaInformation Discovery? Many Oracle customers have successfully complemented theirexisting business analytics investments with Oracle EndecaInformation Discovery. Here are three examples: Automotive Manufacturing Several years ago a large automotive manufacturer issued amassive vehicle recall related to reports of unintendedacceleration leading to several deaths. While the CEO wascalled before Congress to explain the situation, they facedfundamental questions: “Is this a real quality problem, orsomething else? How exposed are we if it is a quality issue?What are our customers saying about it and how is it affectingour sales?”The company is a very happy Oracle Business Intelligencecustomer, but there were no reports to answer these questions.Using Oracle Endeca Information Discovery, they were able tocombine a variety of data from their warehouse and beyond –vehicle data, quality reports, internal warranty claims, salestransactions, service records, supply chain data, and more.When new questions required data from outside the companythey were able to readily incorporate claims from the NationalHighway Transportation Safety Authority and competitor salesdata from JD Power. Only by combining all of this data –replete with misspellings and bad grammar – did they have theright infrastructure in place to enable line of business workersto understand what was happening.The quality engineers, the marketing organization, and theteam managing the supplier relationships have the expertise toask questions about vehicles, suppliers, manufacturingprocesses and facilities, but they don't have the expertise towrite advanced queries or build reports. Oracle EndecaInformation Discovery enabled these business users to easilyexplore, analyze, and understand this diverse data.After a thorough investigation, the company was vindicated.The Transportation Secretary concluded there was noelectronic-based cause for unintended high-speed accelerationin their cars. Proving a negative – that the cars didn’t have anelectronic problem – was tough. And the Oracle EndecaInformation Discovery played a prominent role in exoneratingthe company.  3   The company estimated that it would have taken over a year tosolve this problem with their traditional BI tools. EID reducedtime to market by 80%. The company also estimates that theengineers’ ability to ask and answer their own questions asthey unfolded through the investigation saved hundreds of thousands of hours engineers would have spent waiting forreports to answer their new questions. Consumer Beverages A major consumer beverages company needed to understandvariances between demand forecasts and actuals. While this istypically a problem well served by business intelligence tools,their demand planners still had additional questions based onthe need to understand why inaccuracy existed in the demandplan. They wondered: “Could variations be due tounanticipated trade promotions with customers? Does pricingimpact the accuracy of the demand plan? What aboutunanticipated shipments of products between distributioncenters?”They built a discovery application for the demand planners thatcombined the forecasts out of SAS with the actuals from thedistribution transaction system, and then connected a separatemarketing database with the other two sources. When they sawthat some of the variances were still unexplained the plannershad more questions: Do promotions offered by our sales teamlead to unanticipated bulk buying? , To address this theyloaded Trade Promotion data from outside the data warehouse.Then the planners asked: Did our customers affect demand bychanging their prices? Did competitor pricing impactdemand? They then combined sales and pricing data acquiredfrom 3rd party sources. All of this happened in 8 weeks.Finally, planners discovered something they didn't expect.When they asked the question, How do out-of-lane shipmentsbetween distribution centers impact forecast accuracy? , theyactually found that unauthorized overrides to the demand planbeing performed by individuals in the field was actually helpto improve accuracy of the forecast. This was due to tribalknowledge of business conditions, impossible to predict in theplanning process. These tribal business practices have nowbeen captured and replicated across the business leading toaccuracy improvements of between 2-5%. Commercial Food Production The world population hit 7 billion last year. A large processedfood producer knows that corn yields have to go from about150 bushels an acre to about 200 to feed a growing world. Onedivision sells and distributes new strains of seed to increasefarmers' crop yields. But first, they have to get the farmers touse the seed. Farmers are no-nonsense people. And they oftencan't weather even a single season of poor yields. So the foodproducer has to make the case with data.Fortunately, there is lots of data available. The trick iscombining it cost-effectively and making it usable and useful.Oracle helped this food producer combine data from manysources including a transactional warehouse that indicatedwhich farmer had bought what, a marketing database thatindicated which farmer had been pitched what seed, and aseparate transactional warehouse with data from answerplots that the company plants all around the US at differentlatitudes in different soils with different seeds to demonstratethe actual yields. Finally, all this was combined withgovernment data on how many acres are planted with whichcrops. Data from these multiple sources, some of which areoutside the company’s control and can change at any time,were combined to derive insights.This application is now used by hundreds, and soon thousands,of salespeople, many of them former farmers. The companyexpects higher profit margins as a result. But already theyestimate they saved 1.5 years and $4M by solving this problemwith Oracle Endeca Information Discovery. How does Oracle Endeca Information Discovery differ fromOracle Endeca Commerce? In December 2011, Oracle acquired Endeca Technologies,Inc., a leading provider of unstructured data management, webcommerce and business intelligence solutions.Endeca InFront, now part of Oracle Commerce, is a leadingcustomer experience management platform that enablesbusinesses to deliver highly targeted and relevant customerexperiences online with advanced merchandising and contenttargeting tools for web commerce.Endeca Latitude, now called Oracle Endeca InformationDiscovery, is a technology platform that enables businesses to  4   enhance existing analytic investments by bringing informationfrom many unstructured and structured information sourcestogether. Unstructured What is unstructured data? Unstructured data has no pre-defined data model and/or doesnot fit well into relational tables. Typically, there is noidentifiable structure – it is text-heavy and generally in free-form text. A few examples of this type of data are email,documents, presentations, web content and social media. Dueto the explosion and proliferation of the internet and socialmedia, unstructured data is growing exponentially – andcompanies are looking for better ways to manage this data.In contrast, structured data can be organized and is easilyidentifiable. Users can search by data type within the actualcontent. For example, SQL (Structured Query Language)allows user to select specific pieces of information based oncolumns and rows in a field. Structured data has traditionallybeen captured and stored by enterprises. For example,information generated by enterprise resource planning andsupply chain applications is structured data. How does Oracle Endeca Information Discovery combinestructured and unstructured data? Oracle Endeca Information Discovery makes it easy to extendexisting business analytics with unstructured data from beyondthe warehouse through Oracle Endeca Server’s flexible datamodel and metadata layer.One of the main differentiators of Endeca Server is its flexibledata model. as described above, Endeca Server’s key-valuestore enables the rapid integration of any type of data, whetherstructured or unstructured, from inside or beyond the confinesof the enterprise data warehouse.Oracle Endeca Server also includes a unique flexible metadatamanagement capability – the View Layer – that enables directincorporation of semantic definitions from customers’ existingstructured BI environments for rapid time to analysis. Thisenables business users to understand familiar business metricsin the context of additional information from unstructuredsources. Why is Oracle Endeca Information Discovery perfect for socialmedia and other web content? Oracle Endeca Information Discovery is perfectly suited toacquire, store and analyze diverse and unstructured data frommodern online sources, such as social media sites, blogs andforums, news sites, consumer reviews, and public data sets.These sources present three serious challenges for traditionalanalytics tools: the data is often only accessible via a webservice, API, or content crawl instead of traditional SQL; mostof the valuable content is human language in text fields orspread across an array of metadata fields; and each source mayhave diverse and changing schemas. Because this data isinherently unstructured and unpredictable, it's difficult forusers to make sense of it. Endeca is designed from the groundup address these challenges by: providing connectivity and textenrichment for a wide variety of structured and unstructuredsources; managing content in a key-value store that supportsany data type without requiring a universal schema; andproviding an intuitive, interactive user interface for searching,exploring, and analyzing this diverse content to quickly surfacevaluable new insights. What is text enrichment? Text Enrichment is the process of deriving structure fromunstructured text, applying algorithms to extract entities,concepts, summaries, and sentiment, which are then appendedto existing records as new fields. Oracle Endeca InformationDiscovery provides this capability, along with basic term andregular expression whitelist tagging. What is sentiment analysis? Sentiment Analysis is a subset of text enrichment, for derivinga sentiment score and metadata around to what degree thewords represent positive, negative, or neutral emotion.
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