April 8, 2020
Mick Bass | Data Platforms 2017

Mick Bass | Data Platforms 2017

>>Live, from The Wigwam,
in Phoenix, Arizona, it’s theCube, covering
Data Platforms 2017. Brought to you by Cue Ball. Hey, welcome back everybody. Jeff Frick here with theCube. Welcome back to Data Platforms 2017, at the historic Wigwam Resort, just outside of Phoenix, Arizona. I’m here all day with
George Gilbert from Wikibon, and we’re excited to be
joined by our next guest. He’s Mick Bass, the CEO of 47Lining. Mick, welcome.>>Welcome, thanks for having me, yes.>>Absolutely. So, what is 47Lining, for
people that aren’t familiar?>>Well, you know every
cloud has a silver lining, and if you look at the periodic table, 47 is the atomic number for silver. So, we are a consulting services company that helps customers
build out data platforms and ongoing data processes
and data machines in Amazon web services. And, one of the primary use cases that we help customers with is to establish data lakes
in Amazon web services to help them answer some of their most valuable business questions.>>So, there’s always this
question about own vs buy, right, with Cloud and Amazon, specifically.>>Mm-hmm, mm-hmm.>>And, with a data lake,
the perception right… That’s huge, this giant cost. Clearly that’s from benefits that come with putting your data lake in AWS vs having it on Primm. What are some of the things
you take customers through, and kind of the scenario
planning and the value planning?>>Well, just a couple of
the really important aspects, one, is this notion of
elastic and on-demand pricing. In a Cloud based data
lake, you can start out with actually a very small
infrastructure footprint that’s focused on maybe just
one or two business use cases. You can pay only for the
data that you need to get your data leg bootstrapped, and demonstrate the business benefit from one of those use cases. But, then it’s very easy to scale that up, in a pay as you go kind of a way. The second, you know,
really important benefit that customers experience in a platform that’s built on AWS, is the breadth of the
tools and capabilities that they can bring to bare for their predictive analytics and descriptive analytics, and streaming kinds of data problems. So, you need Spark, you can have it. You need Hive, you can have it. You need a high performance,
close to the metal, data warehouse, on a cluster database, you can have it. So, analysts are really
empowered through this approach because they can choose the
right tool for the right job, and reduce the time to business benefit, based on what their business
owners are asking them for.>>You touched on something
really interesting, which was… So, when a customer is on Primm, and let’s say is evaluating
Cloudera, MaPr, Hortonworks, there’s a finite set of
services or software components within that distro. Once they’re on the Cloud,
there’s a thousand times more… As you were saying, you could
have one of 27 different data warehouse products, you could have many
different sequel products, some of which are really
delivered as services.>>Mm-hmm>>How does the consideration of the customer’s choice change
when they go to the Cloud?>>Well, I think that
what they find is that it’s much more tenable to take
an agile, iterative process, where they’re trying to align the outgoing cost of the data lake build to keep that in alignment
with the business benefits that come from it. And, so if you recognize the need for a particular kind of analytics approach, but
you’re not going to need that until down the road, two
or three quarters from now. It’s easy to get started
with simple use cases, and then like add those
incremental services, as the need manifests. One of the things that
I mention in my talk, that I always encourage our
customers to keep in mind, is that a data lake is more than just a technology construct. It’s not just an analysis
set of machinery, it’s really a business construct. Your data lake has a
profit and loss statement, and the way that you interact
with your business owners to identify this specific value sources, that you’re going to
make pop for you company, can be made to align
with the cost footprint, as you build your data lake out.>>So I’m curious, when
you’re taking customers though the journey to start
kind of thinking of the data lake and AWS, are there any specific
kind of application spaces, or vertical spaces where you
have pretty high confidence that you can secure an early,
and relatively easy, win to help them kind of move down the road?>>Absolutely. So, you know, many of our customers, in a very common, you know, business need, is to enhance the set of
information that they have available for a 360 degree
view of the customer. In many cases, this information and data, it’s available in different
parts of the enterprises, but it might be siloed. And, a data lake approach in AWS really helps you to pull it
together in an agile fashion based on particular, quarter by quarter, objectives or capabilities that
you’re trying to respond to. Another very common example
is predictive analytics for things like fraud detection,
or mechanical failure. So, in eCommerce kinds of situations, being able to pull together
semi-structured information that might be coming
from web servers or logs, or like what cookies are associated with this particular user. It’s very easy to pull together a fraud oriented predictive analytic. And, then the third
area that is very common is internet of things use cases. Many enterprises are augmenting their existing data warehouse with sensor oriented time series data, and there’s really no
place in the enterprise for that data currently to land.>>So, when you say they are
augmenting the data warehouse, are they putting it in the data warehouse, or they putting it in a sort of adjunct, time series database, from which they can sort
of curate aggregates, and things like that to
put in the data warehouse?>>It’s very much the latter, right. And, the time series data itself may come from multiple different vendors and the input formats, in which that information lands, can be pretty diverse. And so, it’s not really a good fit for a typical kind of data warehouse ingest or intake process.>>So, if you were to look at,
sort of, maturity models for the different use
cases, where would we be, you know, like IOT, Customer
360, fraud, things like that?>>I think, you know, so many customers have pretty rich fraud
analytics capabilities, but some of the pain points that we hear is that it’s difficult for them to access the most recent technologies. In some cases the order management systems that those analytics are
running on are quite old. We just finished some work with a customer where literally the
order management system’s running on a mainframe, even today. Those systems have the ability to accept steer from like a sidecar decision support
predictive analytic system. And, one of the things that’s
really cool about the Cloud is you could build a custom API just for that fraud analytics use case so that you can inject
exactly the right information that makes it super cheap and easy for the ops team, that’s
running that mainframe, to consume the fraud
improvement decision signal that you’re offering.>>Interesting. And so, this may be diving
into the weeds a little bit, but if you’ve got an
order management system that’s decades old and
you’re going to plug-in something that has to meet some stringent performance requirements, how do you, sort of, test… It’s not just the end
to end performance once, but you know for the 99th percentile, that someone doesn’t get
locked out for five minutes while he’s to trying to
finish his shopping cart.>>Exactly. And I mean, I think this is what is important about the concept
of building data machines, in the Cloud. This is not like a once
and done kind of process. You’re not building an
analytic that produces a print out that an executive
is going to look at (laughing) and make a decision. (laughing) You’re really creating a process that runs at consumer scale, and you’re going to apply
all of the same kinds of metrics of percentile performance that you would apply at
any kind of large scale consumer delivery system.>>Do you custom-build, a
fraud prevention application for each customer? Or, is there a template and then some additional capabilities that you’ll learn by running through their training data?>>Well, I think largely, there are business by
business distinctions in the approach that these customers take to fraud detection. There’s also business
by business direction distinction in their current state. But, what we find is that the
commonalities in the kinds of patterns and approaches
that you tend to apply. So, you know… We may have extra data about you based
on your behavior on the web, and your behavior on a mobile app. The particulars of that
data might be different for Enterprise A vs Enterprise B, but this pattern of joining
up mobile data plus web data plus, maybe, phone-in call center data. Putting those all together,
to increase the signal that can be made available to
a fraud prevention algorithm, that’s very common across all enterprises. And so, one of the roles that we play is to set up the platform,
so that it’s really easy to mobilize each of these data sources. So in many cases, it’s the
customer’s data scientist that’s saying, I think I
know how to do a better job for my business. I just need to be unleashed to
be able to access this data, and if I’m blocked, I
need a platform where the answer that I get back is oh, you could have that,
like, second quarter of 2019. Instead, you want to say, oh, we can onboard that data
in an agile fashion pay, and increment a little bit of money because you’ve identified
a specific benefit that could be made available
by having that data.>>Alright Mick, well
thanks for stopping by. I’m going to send Andy
Jassy a note that we found the silver lining to the Cloud (laughing) So, I’m excited for that, if nothing else, so that made the trip well worth while, so thanks for taking a few minutes.>>You bet, thanks so much, guys.>>Alright Mick Bass,
George Gilbert, Jeff Frick, you’re watching theCube, from Data Platforms 2017. We’ll be right back
after this short break. Thanks for watching. (computer techno beat)

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