IBM Systems Magazine, Mainframe - November/December 2013 - 23

zEnterprise hybrid technology
helps redefine business analytics
By Harry Batten, Mark Simmonds and Caryn Meyers k Illustration by Andy Potts
rganizations are experiencing unprecedented
changes-economic,
financial and strategic-all in a
highly volatile marketplace where
business models have to agilely
adapt and change for enterprises
to survive. Consumers are far
savvier and well connected, using
mobile devices and the Internet
to express their experiences and
sentiments via social media, as
well as researching new products
and services.
Accordingly, businesses are
becoming equally savvy. They
leverage all of this consumer data
along with traditional transactional
data, using cloud technologies for
rapid and flexible deployment of
services. Doing this allows them
to get a better understanding
of the opportunities, risks and
costs of doing business. Thus,
they consistently augment their
knowledge about the world
around them.
Today it's not good enough
to have a great product.
Organizations need to build
and leverage relationships with
individual consumers to stay
ahead of their competition.

O

Big Can Be Beautiful
Many enterprises have petabytes
(PB) of data stored in the

databases that support the
transactions performed via
IMS*, DB2* for z/OS* and CICS*
on the IBM System z* platform.
Data warehouses store masses
of information that help analyze
and predict trends. This is reliable
data decision makers know and
trust because they understand the
provenance behind it. For these
reasons, much of today's analytics
are based on this data-and many
organizations have moved their
analytics closer to this rich source
of valuable insights.
For many, System z technology
became a "circle of trust,"
but surrounding all of this
structured data is a growing
amount of "other" data. This
noise, often somebody else's
problem at the periphery of an
organization, had been largely
ignored-until now.
Potential opportunities
are hidden in this other data.
Companies are discovering they
can lower risk and cost while
uncovering upsell and cross-sell
opportunities by examining information on social media, studying
data from telemetry devices, and
detecting customer sentiment in
emails, audio and video.
The real challenge is integrating these insights. How can
IT organizations compile and

➔ The explosion of unstructured data
generated via social media, mobile
devices and other sources presents an
opportunity for organizations.

deliver all of the information
business users need at their
fingertips-on their tablets,
smartphones and desktops?
Businesses are widening their
circle of trust to include other
forms of differently structured
data from non-relational data
sources like emails, social
media and texts. Leveraging this
additional information helps
enhance and augment existing
knowledge, making businesses
smarter. This data is becoming
more mainstream as enterprises
look for a broader view of their
customers, products and overall
market. How can they extend that
circle of trust to include more of
this data?

Big Data and
zEnterprise
The more organizations
know about the world, the
better informed they become,
resulting in better decisions.
By integrating different threads
of information, experiences,
thoughts and memories, people
create a complete picture.
Similarly, big data analytics
endeavors to integrate results
from various sources. It doesn't
matter where information
resides or where it's processed,
as long as organizations can

➔ Combining and analyzing this data
in concert with traditional, transactional
information already in mainframes
can help generate a clearer picture of
individual consumers as well as larger
market trends.

➔ By leveraging zEnterprise hybrid
computing capabilities and IBM
analytics solutions, organizations can
readily uncover the insights needed to
improve service to their customers and
stand out from their competition.

ibmsystemsmag.com NOVEMBER/DECEMBER 2013 // 23


http://www.ibmsystemsmag.com

IBM Systems Magazine, Mainframe - November/December 2013

Table of Contents for the Digital Edition of IBM Systems Magazine, Mainframe - November/December 2013

Table of Contents
Editor's Desk: On the road with analytics
IBM Perspective: Extending IBM's commitment to big data and analytics
Trends: IBM Capacity Management Analytics for zEnterprise cost-effectively ensures optimal performance
IT Today: IBM DB2 Analytics Accelerator V4.1 expands the value of high-performance analytics
Case Study: The State of Consolidation: Oklahoma improves service levels by consolidating its IT on zEC12
Cover Story: Big Data's Big Impact: zEnterprise hybrid technology helps redefine business analytics
Feature: The System z Crystal Ball?: Teach the mainframe to predict the future using analytics and automation
Tech Corner: Alternative metrics deliver a more complete view of hardware for server RFPs
Administrator: QMF extends its analytics capabilities to help meet the demands of big data and mobile
Solutions: TestBase; Vanguard Offline
Stop Run: Historic property has much to teach retired IBMer
Reference Point - Global Events, Education, Resources for Mainframe
2014 Mainframe Solutions Edition Product Index
IBM Systems Magazine, Mainframe - November/December 2013 - Intro
IBM Systems Magazine, Mainframe - November/December 2013 - Cover1
IBM Systems Magazine, Mainframe - November/December 2013 - Cover2
IBM Systems Magazine, Mainframe - November/December 2013 - 1
IBM Systems Magazine, Mainframe - November/December 2013 - Table of Contents
IBM Systems Magazine, Mainframe - November/December 2013 - 3
IBM Systems Magazine, Mainframe - November/December 2013 - 4
IBM Systems Magazine, Mainframe - November/December 2013 - 5
IBM Systems Magazine, Mainframe - November/December 2013 - Editor's Desk: On the road with analytics
IBM Systems Magazine, Mainframe - November/December 2013 - 7
IBM Systems Magazine, Mainframe - November/December 2013 - IBM Perspective: Extending IBM's commitment to big data and analytics
IBM Systems Magazine, Mainframe - November/December 2013 - 9
IBM Systems Magazine, Mainframe - November/December 2013 - Trends: IBM Capacity Management Analytics for zEnterprise cost-effectively ensures optimal performance
IBM Systems Magazine, Mainframe - November/December 2013 - 11
IBM Systems Magazine, Mainframe - November/December 2013 - 12
IBM Systems Magazine, Mainframe - November/December 2013 - 13
IBM Systems Magazine, Mainframe - November/December 2013 - IT Today: IBM DB2 Analytics Accelerator V4.1 expands the value of high-performance analytics
IBM Systems Magazine, Mainframe - November/December 2013 - 15
IBM Systems Magazine, Mainframe - November/December 2013 - 16
IBM Systems Magazine, Mainframe - November/December 2013 - 17
IBM Systems Magazine, Mainframe - November/December 2013 - Case Study: The State of Consolidation: Oklahoma improves service levels by consolidating its IT on zEC12
IBM Systems Magazine, Mainframe - November/December 2013 - 19
IBM Systems Magazine, Mainframe - November/December 2013 - 20
IBM Systems Magazine, Mainframe - November/December 2013 - 21
IBM Systems Magazine, Mainframe - November/December 2013 - Cover Story: Big Data's Big Impact: zEnterprise hybrid technology helps redefine business analytics
IBM Systems Magazine, Mainframe - November/December 2013 - 23
IBM Systems Magazine, Mainframe - November/December 2013 - 24
IBM Systems Magazine, Mainframe - November/December 2013 - 25
IBM Systems Magazine, Mainframe - November/December 2013 - 26
IBM Systems Magazine, Mainframe - November/December 2013 - 27
IBM Systems Magazine, Mainframe - November/December 2013 - Feature: The System z Crystal Ball?: Teach the mainframe to predict the future using analytics and automation
IBM Systems Magazine, Mainframe - November/December 2013 - 29
IBM Systems Magazine, Mainframe - November/December 2013 - 30
IBM Systems Magazine, Mainframe - November/December 2013 - 31
IBM Systems Magazine, Mainframe - November/December 2013 - Tech Corner: Alternative metrics deliver a more complete view of hardware for server RFPs
IBM Systems Magazine, Mainframe - November/December 2013 - 33
IBM Systems Magazine, Mainframe - November/December 2013 - 34
IBM Systems Magazine, Mainframe - November/December 2013 - 35
IBM Systems Magazine, Mainframe - November/December 2013 - Administrator: QMF extends its analytics capabilities to help meet the demands of big data and mobile
IBM Systems Magazine, Mainframe - November/December 2013 - 37
IBM Systems Magazine, Mainframe - November/December 2013 - 38
IBM Systems Magazine, Mainframe - November/December 2013 - Solutions: TestBase; Vanguard Offline
IBM Systems Magazine, Mainframe - November/December 2013 - Stop Run: Historic property has much to teach retired IBMer
IBM Systems Magazine, Mainframe - November/December 2013 - Cover3
IBM Systems Magazine, Mainframe - November/December 2013 - Cover4
IBM Systems Magazine, Mainframe - November/December 2013 - Reference Point - Global Events, Education, Resources for Mainframe
IBM Systems Magazine, Mainframe - November/December 2013 - 2014 Mainframe Solutions Edition Product Index
IBM Systems Magazine, Mainframe - November/December 2013 - SE2
IBM Systems Magazine, Mainframe - November/December 2013 - SE3
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