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Leveraging Big Data for Enhanced

Data-Driven Insights
An IDC InfoBrief

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Executive Summary

Organizations that treat data as a corporate asset and put analytics at the center of their data strategy make better decisions for the business.
The adoption of Hadoop and its ecosystem is growing, spurred by increased demands for data-driven insights and new data sources which
span customer transactions, security threats, mobile usage patterns, wireless sensor networks, and social media. Big data and analytics (BDA)
technologies will also play a critical role as it helps organizations analyze all the unstructured data generated as a result of the explosive growth in
connected devices.
This IDC InfoBrief summarizes the key findings from a recent Cloudera-sponsored survey conducted to better understand where Asia/Pacific
businesses are on their BDA journey. We also spotlight their challenges and outline the considerations for successful implementations.

Survey highlights:

40%

of enterprises are deploying


or planning to deploy Hadoop
in the next 12 months

80%

of enterprises expect the ROI


from their Hadoop investment
to be at least $5 million
within the first three years of
deployment.

TOP 3 TOP 3
reasons for deploying Hadoop
Retaining customers
Capturing new customers
Increase revenues from
existing products and
services

industries deploying Hadoop


in 2016
Wholesale & Retail
Manufacturing
Communications, Media &
Transport

Study Methodology

IDC surveyed 636 IT decision makers and influencers for BDA from large organizations with more than 500 employees, across a broad range of industries.
Respondents were executives and senior managers across IT, finance, marketing and business analytics. The goal of the survey was to understand current
priorities and challenges related to justifying the value of and implementing BDA initiatives. We also wanted to understand organizations future plans as
well as their awareness and perception of Hadoop, a key emerging BDA technology.

Source: 2015 IDC-Cloudera Big Data Analytics Survey (n=636)

rvi
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Se

11%

12%

12%

18%

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ur
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Con
and Rstruction
esou
rces

67

BI and Analytics
Sale
marks and
eting

ia
tral
Aus
China
nesia

Indo

12%

le Retail

7%

Ko
re
a

18%
Ma

ns,
icationsport
mun
Com and Tra
ia
Med

Wholesa

Singapore

12%

sia
lay

Ma

16%

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ar
e

cto

12%

36%

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Se

Japan

He

lic

14%

5%

ROLES

24

9%
b
Pu

7%

INDUSTRY VERTICALS

Financial Services

COUNTRIES

428

49

O
/ Risk
Financpeliance
Com
Inf
Tec orma
hno tion
log
y

68
LOB 208

Hadoop adoption trends

Hadoop No Longer the Elephant in the Room


Malaysia
Japan

43%

Indonesia

41%

Region

40%

40%

China

39%

Singapore

38%

Korea
Australia

Top 5 Hadoop Use Cases in


Asia/Pacific

50%

Is currently deployed or planning to


deploy Hadoop in the next 12 months.

37%
32%

TODAY

IN 12 MONTHS

Current number of Hadoop nodes

9%

have more
than
50 nodes

9%

8%

12%

23%

17%
31%

Source: 2015 IDC-Cloudera Big Data Analytics Survey (n=636)

1-10
11-20
21-30
31-40
41-50
50 and above

61%

of respondents will
deploy at least 20
nodes in the next 1
year

Queryable archive for both


traditional and nontraditional data
(web, machine, sensor, social)
Unified data platform for
enterprise information access

Data exploration and


discovery

Sandbox for advanced analytics

Top country with 27%


planning to deploy at least
30 nodes

Data Warehouse offloads or


extensions

Customer Insights are Gold

Organizations top reasons for investing in BDA are to uncover insights that enable them to serve their customers better. With proliferation of data footprint, it
is no surprise that operational efficiency and security are key motivating factors too. Improving customer engagement while ensuring compliance and security
standards are met is an ongoing business priority.

Most sought after insights


Retain existing customers

38%

Obtain new customers

38%

Increase revenues from


existing products/services
Personalize customer
experience
Improve operational
efficiency
Prevent security breaches

NOTE: Based on respondents citing very important

37%

Snapshot: Industries above the regional average

48% of communications, media &


transport companies and retailers
consider retaining customer very
important

53% of manufacturers and 48%


in healthcare invest to gain new
customers.

47% of financial services providers


spurred by customers expectations of
delivering a personalized experience.

48% of public organizations and 47% of


retailers focus on increasing revenue
from existing products and services.

34%
31%
27%

Rising ROI Expectations


?

What is the quantified business benefit that your organization has


realized or expects to realize, in the first three years by implementing
Hadoop?

TOP 5 INDUSTRIES THAT ARE BEGINNING TO


EXPECT RETURNS OF MORE THAN $50M

Communications, Media &


Transport

37%

12%

Construction & Resources

5%
Wholesale / Retail

16%

22%

Financial Services

7%

1%

$10 - $19.9 millions

$5 - $9.9 millions

$1- $4.9 million

Not yet estimated

>$50 millions

$20 - $49.9 millions

Services
<$1 million

Gap in Realizing the Value


of Data Assets
More than half or 53% of respondents want to use BDA
to both improve processes and drive innovation. However,
only 9% of organizations believe they completely meet
the decision-making requirements of business analysts and
operational employees.

Is your business looking at using BDA to improve


existing processes (e.g., for better decision-making;
governance, risk and compliances) to help drive
transformation initiatives and innovate in the next six
to 12 months?

Organizations that feel the


decision-making needs of their LOBs
have not been completely met

53%

32%

Improve existing processes


Transform business process
and drive innovation
Both

48%

Customer facing employees


Government agencies

46%

LOB managers

40%

Operational employees
Data scientists, data miners,
advanced analytics

15%

52%

Executives

Business analysts

32%
29%
19%

Unexplored Value: Mobile and Socials Trove of Data


Deriving value from mobile and social data remains an elusive goal. More than
three-quarters of organizations consider these as important, but significantly lower
proportion have begun to analyze these source.

How important is it for your company to track and analyze these data
sources for decision making? Please rate on a scale of 1 -5, where 4 is
important and 5 is very important)

To the best of your knowledge, how are these types of data currently
analyzed?

Telecommunications Take Big Leap

% of respondents

-50%
85%
35%

57%

Telcos have a wealth of data, including where their customers are, who
they are with, what they search for on the Internet, who they call, and
who messages them. They have the data and the technical capabilities to
analyze customer behavior and buying intentions should they choose to
do so. Service providers are looking to gain insights to improve customer
experience and drive new revenue streams.

55%

76%

77%

-19%

34%

44%

64%

71%

-20%

-37%

-22%

Organizations that
cite importance of
data source
Organizations
that have begun
analysis

Rich
Media
n=636

Social
Media

Location
Data

Logs
Data

Mobile
Data

True, a leading Thai Communications Conglomerate, offers


communications services to more than 1 million customers via its five
business units.
As True wants to provide services that best fit customers, they looked
into re-platforming its IT environment to deliver innovative solutions in
2015 True leverages Cloudera Enterprise to regularly analyze over 200
TB of customer data and perform micro-segmentation on its trove of
customer data.

Country Highlights

Transforming with Data-driven Insights


Current adoption trends

Digital transformation is one of the most key topics in Australia, as the country transforms away from
a mining-led economy to a more diverse economy. BDA maturity ranks highest in Australia across
APEJ. Previously, larger organizations in data-intensive industries were most inclined to be the early
adopters of digital transformation. Having experienced the benefits of digital transformation, these
organizations are now extending their adoption to wider use cases beyond customer analytics to areas
such as workforce optimization, IT operations and supply chain management. In addition, high profile
data breaches and the new data retention regulation are adding complexity to big data management.

Data > CXO priority

Wider BDA adoption

of CEOs in Australia are key


sponsors of BDA investments

Australian respondents have analyzed more


data sources, or initiated new KPIs in the
past 1-2 years

72%

2 in 3

Realized Benefits

Data Privacy Challenges

Highest in Australia achieved quantifiable


benefits in terms of revenue and costs in
BDA initiatives.

of Australian organizations put data


protection & IP as a critical priority

72%

45%

Australia
Latest industry transformation

Banking

The emergence of new FinTech solutions pushes the


incumbent banks to rethink and reinvent. All big-four
banks in Australia are early adopters of BDA.
Fraud and risk management
Customer engagement for cross sell/upsell
Cognitive advisory and risk assessment

Resources

High costs of labor and plunging prices drive mining


sector to leverage data for operational efficiency and
automation. Stockpiled machine data will be a treasure
mine.
Supply chain visibility
Remote service management
Preventive maintenance

Government

With the newly formed Data61, the largest data


innovation group under the government of PM
Turnbull, BDA will be better leveraged in the use of
public data. Data sharing bill 2015 also facilitates data
sharing across government agencies in NSW.
Whole-of-government decision making
National security and border control
Searchable open data

Transforming with Data-driven Insights


Current adoption trends

With the ambition of building a Smart Nation, the Singapore government is developing infrastructure,
resources and policies to promote data-driven innovations. The slowing economy drives organizations
to look into data assets for competitive advantages. Singapore leads in BDA maturity in APEJ and
data-intensive industries are either early adopters or experimenters. With noticeable increase in
productivity, customer engagement is the top focus in the next year, but having talent possessing both
business and analytics skills is one of the key roadblocks in wider adoption of BDA in Singapore.

Singapore
Latest industry transformation

Banking

Banks in Singapore continue to explore customer


insights and innovate with data to a different extent. The
emergence of FinTech solutions pushes the incumbent
banks to rethink and reinvent.
Customer profiling and behavior analysis
Cognitive advisory
Marketing campaign optimization

Engaging Customers

Almost half

Marketing Focus

2 in 3

(45%) of Singapore organizations


put better customer analytics as
top BDA priority.

Singapore respondents will leverage


Hadoop for marketing function

Productivity Gain

Skills Shortage

75%

(the highest) in Singapore achieved


quantifiable benefits in productivity in BDA
initiatives.

64%

in BDA is the top challenge facing


businesses in Singapore in delivering value
with 64% of organizations acquiescent.

Telecom Providers

In anticipation of the 4th operator, Singapore telecom


providers are in the phase of transformation to develop
digital capabilities to drive growth. Data, especially
location insights unique to telcos, becomes their new
competitive arena.
Geospatial data monetization
Precision advertisement
Cross-screen profiling

Government

Data analytics is an indispensable component of


the Smart Nation masterplan, as Singapore entered
the build phase. Data will be leveraged for better
productivity and better living.
Intelligent transportation
Crowd management
Innovation via open data

Transforming with Data-driven Insights


Current adoption trends

Malaysia is at an early stage in BDA maturity. The strong headwind impacting the economy is posing more
challenges in transformation spending. Nevertheless, the national budget 2016 signaled prioritization
of Malaysias digital drive. In a long term, the investments in broadband infrastructure and R&D will
accelerate broader BDA adoption. Malaysian organizations are looking to expand their market reach
using data analytics. In particular, they demonstrate strong interests in Hadoop deployments. Lack of
BDA skills, however, will remain a key challenge to deliver revenue benefits.

Expansion Priority

Half

Strong Hadoop Interests

1 in 2

(54%) of Malaysian organizations


want insights to gain new
customers.

Malaysian respondents plan to deploy


Hadoop clusters in 2016.

Productivity Gain

Skills Shortage

67%

in Malaysia have quantifiable benefits in


productivity in BDA initiatives, higher than
costs and revenue gains.

64%

in BDA is the top challenge facing


businesses in Malaysia in delivering value
with 59% of organizations acquiescent.

Malaysia
Latest industry transformation

Telecom Providers

Investment has been seen in Telco players to monetize


their data. Providing analytics services is also in the long
term plan of many telcos in Malaysia.
Customer churn analysis
Data monetization
Resource optimization

Banking

Malaysian banks have started to leverage analytics to


better target customers. At the same time, they are
looking for ways to monetize their data assets.
Marketing campaign optimization
Customer profiling and behavior analysis
Service optimization

Retail

Consumer-centric retailing is growing. The proliferation


of e-commerce and evolving consumer behaviors are
becoming norm.
Inventory management
In-store video analytics
Customer analytics

Transforming with Data-driven Insights


Current adoption trends

Despite of a slowing economy, BDA is one areas with continued growing interests in Korea. Korea has
progressed faster than average in the past 2 years, moving up as one of the leading APEJ countries in
terms of BDA maturity. According to South Korea's Ministry of Science, big data is one of the strategic
initiatives to drive employment, an essential part of Korean President Park Geun-hye's "creative economy
initiatives. Personalized customer experience is a focus across sectors, and early BDA adopters have
started to monetize their data and enjoying cost saving benefits. However, lack of skills will remain a key
challenge to broaden the adoption across enterprises.

Customer Experience

38%

Data Monetization Interests

35%

of Korean organizations want


insights to personalize customer
experience

Korean respondents are either selling data or


data-driven products/services

Costs Benefits

Skills Shortage

63%

in Korea have quantifiable benefits in costs


savings in BDA initiatives, higher than their
revenue and productivity gains.

59%

in BDA is the top challenge facing


businesses in Korea in delivering value
with 59% of organizations acquiescent

Korea
Latest industry transformation

Manufacturing

With ambitions on building smart industries, Korean


manufacturers have started to build smart solutions
with vendors, leveraging emerging technologies like
IoT, BDA and cognitive systems.
Preventive maintenance
Quality management
Supply chain management

Retail

Omni-channel experience is crucial as major retailers in


Korea expand into global arena. Data from mobiles and
online sites has great value.
Customer profiling
Omni-channel analytics
Marketing campaign optimization

Healthcare

SNUBH, the first paperless hospital in Asia Pacific, is


leading adoption of BDA in healthcare.
Data-driven clinical decisioning
Precision medicine

Transforming with Data-driven Insights


Current adoption trends

Indonesia is at an early stage in BDA maturity. The economic recession that started in early 2015
continues to impact spending. Moderate growth has been seen recently with the implementation of
stimulus packages, called Paket Kebijakan Ekonomi. The adoption of BDA in Indonesia is limited to
large, data-intensive organizations, as they are looking to expand their market reach with innovative
solutions and early adopters have started to experience costs benefits. Unstructured data that are
not analyzed, and performance of end-user tools and lack of analytics skills are the top roadblocks for
delivering value with BDA technologies.

Customer Experience

42%

Unexplored Data

Below Average

Almost Half (42%) of Indonesia


organizations want insights to gain
new customers.

14% of Indonesian respondents are


integrating and analyzing social media data,
below the 22% average.

Costs Benefits

Tool Performance and Skills Shortage

68%

in Indonesia have quantifiable benefits in


costs savings in BDA initiatives, higher than
productivity and revenue gains.

62%

of Indonesian organizations have chosen tool


performance and skills shortage as challenges
in delivering BDA value to business

Indonesia
Latest industry transformation

Telecom Providers

Telco players in Indonesia are looking to customer


analysis to reduce churn. At the same time, the
investment in IoT solutions, such as Telkomsel's T-bike
and Indosat's E-Magic, drives interests in BDA to
manage and leverage data from connected devices.
Customer churn analysis
Data monetization
Fleet management

Retail/E-Commerce

The proliferation of e-commerce and evolving consumer


behaviors are becoming norm. The emerging players
start to look into the value of the explosive data.
Microsegmentation of customers
Personalized offers
Pricing optimization

Banking

Indonesian banks are trying to build digital banking to


serve the unbanked population. Some bigger banks
have started to leverage analytics to better target
customers, and make risk analysis faster.
Marketing campaign optimization
Risk management

Transforming with Data-driven Insights


Current adoption trends

Despite of a slowing economy, IT spending remains stable in China with digital transformation. Chinas
13th five year plan, which have been effective early 2016, will drive innovation with investment in
infrastructure, Internet Plus and new technologies. The BDA maturity of China is close to average, but
has progressed fast in the past 2 years. In particular, BDA is moving up the CXO agenda with half of CEOs
as sponsors. Banks and Telcos are the early adopters of BDA to manage the massive consumer data, and
many have seen quantifiable benefits, in terms of revenue. However, the larger pool of enterprises will
look to not only big data management, but also to leverage better tools for business users or analysts as
the tools performance is the top challenge in delivering value to business.

Customer Retention

CEO Sponsorship

of Chinese organizations want


insights to retain customers and
increase revenue from existing
products

of CEOs in China are key sponsors for BDA


investment

Revenue Gains

Tool Performance

43%

63%

in China have quantifiable benefits in costs


savings in BDA initiatives, higher than their
revenue and productivity gains.

53%

58%

in BDA is the top challenge facing


businesses in China in delivering value
with 58% of Chinese organizations
acquiescent.

China
Latest industry transformation

Financial Services

Banks and Insurance companies in China are early


adopters of BDA to manage large volume of consumer
data. The emergence of Internet banks will drive more
innovation, and push the incumbents to evolve to gain
competitive advantages.
Customer profiling and behavior analysis
Risk management
Marketing campaign optimization

Retail/E-Commerce

Online-to-Offline (O2O) is a strategic area most retailers


in China have to look into, given the ubiquity of
e-commerce. At the same time, internet giants, Baidu,
Alibaba, and Tencent (BAT) are building BDA capabilities
to better serve other industries with Internet Plus
strategy.
Customer profiling
Omni-channel analytics
Marketing campaign optimization

Public Sector

Smart city construction and industry transformation


are key drivers in leveraging BDA. Following the
government agencies and local administrations,
healthcare and education will also look into better use
of data
National security and border control
Transport analysis
Data-driven clinical decisioning

Transforming with Data-driven Insights


Current adoption trends

Japanese economy is still moderately recovering, and this pushes organizations look to innovate with
emerging technologies. Strong interests in IoT, robotics and cognitive systems will drive investment in
big data management and data-driven insights. The BDA maturity of Japan is above the Asia Pacific
average. Operational efficiency is a top priority in Japanese organizations, and most early adopters have
gained quantifiable productivity benefits in their BDA initiatives. Data scientists are in high demand in
Japanese organizations, and many respondents look to improve performance of tools to data analysts
and data scientists, to better deliver value to businesses.

Operational Efficiency

Top priority

Demand in Data Scientists

43%

of Japanese organizations is
to gain insights to improve
operational efficiency

of Japanese respondents need to hire


more data scientists in the next 2 years, the
highest amongst AP countries.

Productivity Gains

Tool Performance

66%

in Japan have quantifiable benefits in


productivity in BDA initiatives, higher than
their revenue gains and cost savings.

59%

in BDA is the top challenge facing


businesses in Japan in delivering value
with 59% of Japanese organizations
acquiescent.

Japan
Latest industry transformation

Financial Services

Japanese banks are either collaborating with FinTech


start-ups or building their own FinTech solutions.
With continued focus on service quality, banks in
Japan have increasing needs to derive insights from
unstructured data.
Customer profiling and behavior analysis
Risk management
Personalized advisory with cognitive capabilities

Manufacturing

Japan holds a reputation as a producer of high-quality


goods. Analytics and growing connected devices will
allow industrial players to push the limit of yield and
costs benefits even further.
Preventive maintenance
Quality management
Customer analytics with connected devices

Retail/Restaurants

Retail/restaurants chains are early adopters of BDA


technology. Their top interests are not only to realize
operational efficiency but to develop omni-channel
marketing system.
Customer profiling
Omni Channel marketing
Operation management

Considerations for successful implementations

Success Factors to Unlock Greater Value from Hadoop


EASY

36%

of respondents want the


ability to derive from
insights fast
34% of Australian
organizations and 43%
of services providers
ranked this as extremely
important

FAST

46%

want it easy to use


for business users
68% of Australian
organizations
and 64% of Healthcare
providers ranked this as
extremely important

29%

want expertise and


guidance from solution
provider
42% of Malaysian
organizations and 36%
of wholesale/retailers
ranked this as extremely
important

68%

of organizations consider
enterprise-grade security
and support important.
In particular, Japanese
organizations and
service providers value
enterprise-grade
security even more

SECURE

Planning for your Hadoop deployment


Faster Insights

Organizations see Hadoop as more than just a scalable database, citing benefits as gaining real-time analytics and consequently receiving real-time
predictions more quickly.

Perceived Benefits of Hadoop

LOBs expect to gain insights faster

% of respondents

38%

Provide real-time analytics


Produce predictions more quickly

37%

Find trends and patterns

24%

Enhance existing datasets with other


large datasets

24%

Reduce cost in general

Source: 2015 IDC-Cloudera Big Data Analytics Survey (n=636)

20%

48%
48% of LOB respondents
cited real-time analytics
as a preferred benefit

42%
42% of LOB respondents
indicated preference for
real-time predictions

Planning for your Hadoop deployment


Easier to Insights

Accessibility and skills crucial for LOB to optimize the benefits of


Hadoop because centralised analytics group, innovation group and
operations will lead in experiencing the benefits first

Perceived Benefits of Hadoop

50%

47%

CXOs need to help to overcome obstacle for LOBs to leverage Hadoop,


especially in terms of skills and accessibility.

LOBs perception of challenges leveraging Hadoop

45%

Lack of skills to effectively use Hadoop


for decision making
Deriving actionable insights will take a
long time

70%
56%
50%

Difficult to access data in Hadoop


Data and insights may not be secure
Central
Analytics
Group

Innovation
Group

Source: 2015 IDC-Cloudera Big Data Analytics Survey (n=636)

Operation

Hadoop is too complex to us


IT lacks skills to manage Hadoop

15%
13%
7%

Planning for your Hadoop deployment


Security and Governance
Protecting a big data system
requires a comprehensive
approach, spanning from
data generation, through
information consumption,
and to data disposal.

79%

of organizations consider
governance as important
in leveraging BDA including
information governance, security,
data privacy and master data
management.

All business units across


an organization expect
availability and resiliency,
though only

14%

of organizations associate lack


of enterprise-grade security as
a top challenge with Hadoop
deployment.

Comprehensive access management can be a


challenge when integrating various data sources.

Partner to Overcome the Skills Gap Challenge


IDC predicts that the shortage of skilled staff will persist and extend from
data scientists to architects and experts in data management. Organizations
will need to partner right to ensure it has the right skills to get the most out
of their BDA investment as the demand for Hadoop skills will be among the
highest in the next two years.

Which of the following BDA resources exist within your


organization? Which of the following do you plan to hire
in the next 1-2 years for the respective categories?

Lack of Business and Analytics skills as


the TOP 3 barriers

76%
Hadoop
Specialist

Singapore Indonesia Malaysia

Korea

Source: 2015 IDC-Cloudera Big Data Analytics Survey (n=636)

Australia

China

Japan

Data
Data Engineer/
Modeler
Architect

Data
Analyst

Planned 1 - 2 years

Data
Scientist
Existing

28%

47%
28%

48%

36%

66%

19%

32%

50%

27%

41%

46%

49%

68%

Average
56%

53%

53%

59%

59%

62%

64%

% of respondents

Planned vs Existing BDA Roles

Administrator
Data
of BDA Mining
related IT
Specialist
Hardware

Role of Cloudera
Cloudera, a recognized player in the big data arena by 86% of survey
respondents, is the first to build its business on Hadoop. The company
has continuously contribute to the open source community and
expanded together with the evolution of Hadoop ecosystem.
The community-driven technology provider is on path to achieve its
aspiration of making Hadoop fast, easy, and secure. Cloudera has
partnered Intel to take advantage of the latest processor technology to
deliver real-time insights for its customers. Integration with Spark has
enabled Cloudera to drive faster in-memory analytics. Its latest Hadoop
storage solution, Kudo, has also been key in ensuring it is able to meet
organizations demand for faster analytics.
Cloudera is committed to groom talent in BDA. The company trained
more than 40,000 participants and certified more than 10,000 Hadoop
professionals. In April 2016, Cloudera launched the Big Data Analytics
Skills Enablement (BASE) initiative in Singapore and Malaysia, aiming
at filling the impending BDA skills gap. Wider industry partnership and
government support in the region can be expected in the coming years.
More than half or 67% of survey respondents associate Cloudera with
Hadoop, which is no surprise considering its heritage and it has Doug
Cutting, co-creator of Hadoop, as its Chief Architect since 2009. Cloudera
will continue to expand to cater to the increasing demands of Hadoop
solutions.

Essential Guidance
Deriving value from data assets is critical. What should you look for in your big
data solutions partner?

Consider these three top areas:


The number 1 challenge to delivering value to the business is the performance issues with
tools. Speak to your vendor partners about the challenges in matching your business needs to
Hadoops diverse ecosystem.
Do you have certainty and confidence in your vendors ability to help and manage the explosive
and diverse data sources securely?
Does your vendor have the knowledge, experience and the required Big Data and/or Hadoop
skills to support the evolving complexity of data architecture?

Copyright 2016 IDC. Reproduction without written permission is completely forbidden. This IDC InfoBrief was produced by IDC Asia/Pacific Custom
Solutions Services. Any IDC information or reference to IDC that is to be used in advertising, press releases, or promotional materials requires prior
written approval from IDC. For more information, visit: www.ap.idc.asia or email: gmsap@idc.com.

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