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© 2014 AIPMM 
www.aipmm.com 
AIPMM Webinar Series 
www.aipmm.com
© 2014 AIPMM 
www.aipmm.com
© 2014 AIPMM 
www.aipmm.com 
Follow: @AIPMM @hmdelcastillo 
Use: #AIPMM #ProdBOK 
Tweet!
© 2014 AIPMM 
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Participate and Win! 
Must be present to win! 
One lucky winner will get a free copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®)
© 2014 AIPMM 
www.aipmm.com 
Today’s Speaker 
Moderator: 
Hector Del Castillo, CPM, CPMM @hmdelcastillo 
Speaker: 
Dave Henry 
SVP of Enterprise Solutions 
Pentaho 
@Pentaho 
dhenry@pentaho.com 
www.pentaho.com
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
5 
Dave Henry 
SVP Enterprise Solutions 
August 22, 2014 
Data is Your Next Product Opportunity
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
6 
Pentaho 
We Enable & Empower Data-Driven Businesses 
Customer momentum 
•Over 1,200 commercial customers 
•Over 10,000 production deployments 
Innovation through open source 
•Open, pluggable, purpose-built for the future 
•Sustained leadership in Big Data ecosystem with technology innovation 
Modern, cohesive business analytics & data integration platform 
•Full spectrum of analytics for all key roles 
•Embeddable, cloud-ready analytics 
•Broadest and deepest Big Data integration
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
7 
Understanding Your Customer 
“In the age of relationship marketing when the focus has moved from the goal of simply moving or selling product to actually creating and maintaining a relationship with a customer, using the tools of anthropology will help marketers achieve those new goals”
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
8 
Business Leaders are Focused on Analytics 
Key Findings 
1.Analytics is a business process that requires continuous evaluation of new sources of data 
2.Many of these new data sources can’t fit into a traditional data warehouse. It’s necessary to use Hadoop or access data “on demand” from external sources
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
9 
1.Operational Reports 
2.Management Dashboards 
3.Interactive Analysis 
4.Advanced Analytics 
•Predictive 
•Prescriptive 
Analytics is More than Reports & Dashboards
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
10 
Get Ready for Advanced Analytics 
1.From Gartner research report – “Hype Cycle for Big Data 2014”, Published 4 August 2014
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
11 
Which of the following use cases do you have for advanced or predictive analytics? 
1.Using predictive analytics to acquire or retain customers 
2.Forecasting demand or capacity utilization 
3.Detect or prevent fraud 
4.Recommendation engine for users or customers 
5.Predict service or equipment outages 
Poll #1
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
12 
Scenario: Clickstream Data 
Pre-Enrichment
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
13 
Scenario: Clickstream Data 
Post-Enrichment
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
14 
Data Pipelines 
Preparing raw data for analysis 
Parsing & Validation 
Enrichment
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
15 
Realizing Value from Data 
Surfacing Blended Data to the End-User
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
16 
Sources of Data for Blending 
Integrating diverse data from multiple locations 
•Vendor (OLTP/DW) 
•3rd-Party Data Services 
•Customer Provided
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
17 
‘CRM for Universities’ Data service blends CRM info on students with: 
•Social influence data 
•Credit risk and income data 
•Customer’s Internal payments data 
Two Blending Examples 
‘Internet of Things’ 
•New product processes and parses wireless network data at retail store locations 
•Delivers analytics on foot traffic and blends with: 
•Anonymous income data 
•Purchase transaction data 
Wireless Network 
Demographic Data 
Internal Payments 
Twitter 
CRM data 
Demographic & Credit 
Internal 
SOURCE SYSTEMS: 
SOURCE SYSTEMS:
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
18 
Which of the following data sources would you consider blending to deliver analytics-ready data sets for customers or users? 
1.Your own internal data, from data warehouse or OLTP 
2.Your own internal data, from Hadoop or NoSQL stores 
3.Social media data – Facebook, twitter, LinkedIn, etc. 
4.Household/demographic data 
5.Data provided directly by your customers or users 
Poll #2
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
19 
Delivering Value with Enriched Data 
Core Products, Portals, & Apps that your customers are using today 
Product Data: Data warehouse, Big Data stores, raw data, APIs, and more… 
Data Publishing 
Current accounts – data analysts 
Self-Service Analytics 
Current accounts – analysts & business users 
New accounts in new markets – various roles 
Net New Data- centric Products, Portals, & Apps
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
20 
Information Supply Chains 
An ecosystem of Data Services connected via the Web
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
21 
Gartner on data monetization:1 
•“By 2016, 30% of businesses will have begun directly or indirectly monetizing their information assets via bartering or selling them outright ” 
•“Start building information product manager skills and analytical competencies in your organization.” 
•“Large retailers place their point of sales (POS) and other store promotion data online for their business partners to subscribe to.” 
Direct Data Monetization Opportunities 
1.From Gartner research report – “How Organizations Can Monetize Customer Data,” Analysts: Olive Huang, Douglas Laney; Published 6 March 2014
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
22 
What best describes your plans to monetize your data or generate new sources of revenue with your data? 
1.Have already launched projects 
2.Currently developing projects 
3.Plan to develop project within 1 year 
4.Plan to develop project within 2 to 3 years 
5.No plans at this time 
Poll #3
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
23 
•Analytics are a core part of every hosted solution 
•Significant opportunity to help customers with advanced analytics 
•Advanced analytics require mastery of data blending & enrichment 
•Data pipelines streamline data preparation and delivery 
•Useful sources of data are distributed across the web 
•By 2016, 30% of businesses will have directly or indirectly started to monetize data 
Summary
© 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 
25 
Thank You 
blog.pentaho.com @Pentaho Facebook.com/Pentaho Pentaho Business Analytics 
JOIN THE CONVERSATION. YOU CAN FIND US ON:
© 2014 AIPMM 
www.aipmm.com 
Q & A 
Moderator: 
Hector Del Castillo, CPM, CPMM @hmdelcastillo 
Speaker: 
Dave Henry SVP of Enterprise Solutions Pentaho @Pentaho dhenry@pentaho.com www.pentaho.com
© 2014 AIPMM 
www.aipmm.com 
Join AIPMM! 
For a limited time, get a one-year AIPMM membership when you purchase a copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®). Learn more here: http://bit.ly/1iUknEx.
© 2014 AIPMM 
www.aipmm.com 
Upcoming Courses 
Certified Product Manager® 
Sep 8-9, 2014 – Boston Metro Area 
Dec 8-9, 2014 – DC Metro Area 
Certified Product Marketing Manager® 
Sep 10-11, 2014 – Boston Metro Area 
Dec 10-11, 2014 – DC Metro Area 
Click on the dates above for more information. 
If you have a team of 10 or more that you want to certify, contact certification@aipmm.com.
© 2014 AIPMM 
www.aipmm.com 
Upcoming Learning Opportunity 
Certified Innovation Leader (CIL®) 
Oct 23-24, 2014 – Irvine, CA 
Oct 30-31, 2014 - Bethesda, MD 
Course Preview 
Interested in attending this course at a convenient location near you? Contact us.
© 2014 AIPMM 
www.aipmm.com 
Upcoming Conference 
Product Management Festival 2014 
Zurich, Switzerland 
September 17-18 
AIPMM is offering a 25% discount on admission price. Use promotional code to register: Discount-AIPMM. 
To learn more, visit: 
http://bit.ly/1r2SNPd.
© 2014 AIPMM 
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Please Join Us Again! 
Five Critical Strategies to Succeed Aug 29th, 12 – 1 p.m. ET 
AIPMM Webinar Series: 
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Data Is Your Next Product Opportunity - Pentaho

  • 1. © 2014 AIPMM www.aipmm.com AIPMM Webinar Series www.aipmm.com
  • 2. © 2014 AIPMM www.aipmm.com
  • 3. © 2014 AIPMM www.aipmm.com Follow: @AIPMM @hmdelcastillo Use: #AIPMM #ProdBOK Tweet!
  • 4. © 2014 AIPMM www.aipmm.com Participate and Win! Must be present to win! One lucky winner will get a free copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®)
  • 5. © 2014 AIPMM www.aipmm.com Today’s Speaker Moderator: Hector Del Castillo, CPM, CPMM @hmdelcastillo Speaker: Dave Henry SVP of Enterprise Solutions Pentaho @Pentaho dhenry@pentaho.com www.pentaho.com
  • 6. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 5 Dave Henry SVP Enterprise Solutions August 22, 2014 Data is Your Next Product Opportunity
  • 7. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 6 Pentaho We Enable & Empower Data-Driven Businesses Customer momentum •Over 1,200 commercial customers •Over 10,000 production deployments Innovation through open source •Open, pluggable, purpose-built for the future •Sustained leadership in Big Data ecosystem with technology innovation Modern, cohesive business analytics & data integration platform •Full spectrum of analytics for all key roles •Embeddable, cloud-ready analytics •Broadest and deepest Big Data integration
  • 8. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 7 Understanding Your Customer “In the age of relationship marketing when the focus has moved from the goal of simply moving or selling product to actually creating and maintaining a relationship with a customer, using the tools of anthropology will help marketers achieve those new goals”
  • 9. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 8 Business Leaders are Focused on Analytics Key Findings 1.Analytics is a business process that requires continuous evaluation of new sources of data 2.Many of these new data sources can’t fit into a traditional data warehouse. It’s necessary to use Hadoop or access data “on demand” from external sources
  • 10. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 9 1.Operational Reports 2.Management Dashboards 3.Interactive Analysis 4.Advanced Analytics •Predictive •Prescriptive Analytics is More than Reports & Dashboards
  • 11. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 10 Get Ready for Advanced Analytics 1.From Gartner research report – “Hype Cycle for Big Data 2014”, Published 4 August 2014
  • 12. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 11 Which of the following use cases do you have for advanced or predictive analytics? 1.Using predictive analytics to acquire or retain customers 2.Forecasting demand or capacity utilization 3.Detect or prevent fraud 4.Recommendation engine for users or customers 5.Predict service or equipment outages Poll #1
  • 13. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 12 Scenario: Clickstream Data Pre-Enrichment
  • 14. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 13 Scenario: Clickstream Data Post-Enrichment
  • 15. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 14 Data Pipelines Preparing raw data for analysis Parsing & Validation Enrichment
  • 16. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 15 Realizing Value from Data Surfacing Blended Data to the End-User
  • 17. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 16 Sources of Data for Blending Integrating diverse data from multiple locations •Vendor (OLTP/DW) •3rd-Party Data Services •Customer Provided
  • 18. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 17 ‘CRM for Universities’ Data service blends CRM info on students with: •Social influence data •Credit risk and income data •Customer’s Internal payments data Two Blending Examples ‘Internet of Things’ •New product processes and parses wireless network data at retail store locations •Delivers analytics on foot traffic and blends with: •Anonymous income data •Purchase transaction data Wireless Network Demographic Data Internal Payments Twitter CRM data Demographic & Credit Internal SOURCE SYSTEMS: SOURCE SYSTEMS:
  • 19. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 18 Which of the following data sources would you consider blending to deliver analytics-ready data sets for customers or users? 1.Your own internal data, from data warehouse or OLTP 2.Your own internal data, from Hadoop or NoSQL stores 3.Social media data – Facebook, twitter, LinkedIn, etc. 4.Household/demographic data 5.Data provided directly by your customers or users Poll #2
  • 20. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 19 Delivering Value with Enriched Data Core Products, Portals, & Apps that your customers are using today Product Data: Data warehouse, Big Data stores, raw data, APIs, and more… Data Publishing Current accounts – data analysts Self-Service Analytics Current accounts – analysts & business users New accounts in new markets – various roles Net New Data- centric Products, Portals, & Apps
  • 21. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 20 Information Supply Chains An ecosystem of Data Services connected via the Web
  • 22. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 21 Gartner on data monetization:1 •“By 2016, 30% of businesses will have begun directly or indirectly monetizing their information assets via bartering or selling them outright ” •“Start building information product manager skills and analytical competencies in your organization.” •“Large retailers place their point of sales (POS) and other store promotion data online for their business partners to subscribe to.” Direct Data Monetization Opportunities 1.From Gartner research report – “How Organizations Can Monetize Customer Data,” Analysts: Olive Huang, Douglas Laney; Published 6 March 2014
  • 23. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 22 What best describes your plans to monetize your data or generate new sources of revenue with your data? 1.Have already launched projects 2.Currently developing projects 3.Plan to develop project within 1 year 4.Plan to develop project within 2 to 3 years 5.No plans at this time Poll #3
  • 24. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 23 •Analytics are a core part of every hosted solution •Significant opportunity to help customers with advanced analytics •Advanced analytics require mastery of data blending & enrichment •Data pipelines streamline data preparation and delivery •Useful sources of data are distributed across the web •By 2016, 30% of businesses will have directly or indirectly started to monetize data Summary
  • 25. © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 25 Thank You blog.pentaho.com @Pentaho Facebook.com/Pentaho Pentaho Business Analytics JOIN THE CONVERSATION. YOU CAN FIND US ON:
  • 26. © 2014 AIPMM www.aipmm.com Q & A Moderator: Hector Del Castillo, CPM, CPMM @hmdelcastillo Speaker: Dave Henry SVP of Enterprise Solutions Pentaho @Pentaho dhenry@pentaho.com www.pentaho.com
  • 27. © 2014 AIPMM www.aipmm.com Join AIPMM! For a limited time, get a one-year AIPMM membership when you purchase a copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®). Learn more here: http://bit.ly/1iUknEx.
  • 28. © 2014 AIPMM www.aipmm.com Upcoming Courses Certified Product Manager® Sep 8-9, 2014 – Boston Metro Area Dec 8-9, 2014 – DC Metro Area Certified Product Marketing Manager® Sep 10-11, 2014 – Boston Metro Area Dec 10-11, 2014 – DC Metro Area Click on the dates above for more information. If you have a team of 10 or more that you want to certify, contact certification@aipmm.com.
  • 29. © 2014 AIPMM www.aipmm.com Upcoming Learning Opportunity Certified Innovation Leader (CIL®) Oct 23-24, 2014 – Irvine, CA Oct 30-31, 2014 - Bethesda, MD Course Preview Interested in attending this course at a convenient location near you? Contact us.
  • 30. © 2014 AIPMM www.aipmm.com Upcoming Conference Product Management Festival 2014 Zurich, Switzerland September 17-18 AIPMM is offering a 25% discount on admission price. Use promotional code to register: Discount-AIPMM. To learn more, visit: http://bit.ly/1r2SNPd.
  • 31. © 2014 AIPMM www.aipmm.com Please Join Us Again! Five Critical Strategies to Succeed Aug 29th, 12 – 1 p.m. ET AIPMM Webinar Series: http://aipmm.com/aipmm_webinars Global Product Management Talk http://www.blogtalkradio.com/prodmgmttalk Call For Speakers: http://www.boldpm.com/call_for_speakers Topic Suggestions: support@aipmm.com Announcements: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/