Todd Biske: Outside the Box

Archive for the ‘Events’ Category

Joe McKendrick asks, “Is EDA the ‘new’ SOA?” First, I’ll agree with Brenda Michelson that EDA is an architecture that can effectively work in conjunction with SOA. While others out there view EDA as part of SOA, I think a better way of viewing it would be that services and events must both be part of your technology architecture.

The point I really want to make however, which expounds on my previous post, is that I simply think event-oriented thinking is the exception, rather than the norm for most businesses. I’m not speaking about events in the technical sense, but rather, in the business sense. What businesses are truly event driven, requiring rapid response to change? Certainly, the airlines do, as evidenced by JetBlue’s recent difficulties. There are some financial trading sectors that must operate in real-time, as well. What about your average retail-focused company, however? Retail thinking seems to be all about service-based thinking. While you may do some cold calls, largely, sales happen when someone walks into the store, goes to the website, or calls on the phone. It’s a service-based approach. They ask, you sell. What are the events that should be monitored that would trigger a change in the business? For companies that are not inherently event-driven, the appropriate use of events are for collecting information and spotting trends. Online shopping can be far more informative for a company than brick-and-mortar shopping because you’ve got the clickstream trail. Even if I don’t buy something, the company knows what I entered in the search box, and what products I looked at. If I walk into Home Depot and don’t purchase anything, is there any record of why I came into the store that day?

Again, how do we begin to go down the direction of EDA? Let’s look at an event-driven system. The October 2006 issue of Business 2.0 had a feature on Steve Sanghi, CEO of Microchip Technology. The article describes how he turned around Microchip by focusing on commodity processors. As an example, the articles states that Intel’s automotive-chip division was pushing for “a single microprocessor near the engine block to control the vehicle’s subsystems and accessories.” Microchip’s approach was “to sprinkle simpler, cheaper, lower-power chips throughout the vehicle.” Guess what, today’s cars have about 30 micro-controllers.

So, what this says is that the appropriate event-based architecture is to have many, smaller points of control that can emit information about the overall system. This is the way that many systems management products work today- think SNMP. To be appropriate for the business, however, this approach needs to be generating events at the business level. Look at the applications in your enterprise’s portfolio and see how many of them actually publish any sort of data on how it is being used, even if it’s not in real time. We need to begin instrumenting our systems and exposing this information for other purposes. Most applications are like the checkout counter at Home Depot. If I buy something, it records it. If I don’t buy something and just exit the store, what valuable information has been missed that could improve things the next time I visit?

I’d love to see events become more mainstream, and I fully believe it will happen. I certainly won’t argue that event-driven systems can be more loosely coupled, however, I’ll also add that the events we’re talking about then are not necessarily the same thing as business events. Many of those things will never be exposed outside of IT, nor should they be. It’s the proper application of business events that will drive companies opening up their wallets to purchase new infrastructure built around that concept.

I’m seeing more and more articles about complex event processing (CEP) these days. If you’ve followed by blog, you’ll know that I’m a big fan of events, so I try to read these when they come across my news reader. One of the challenges I see, however, is that event-driven thinking is not necessarily the norm for businesses. Yes, insurance companies may deal with disaster events, and financial services companies may deal with “life” events like weddings, births, kids going to college, but largely, the view is very service-based. It is reactionary in nature. You ask me for something, and I give it to you.

This poses a challenge for event processing to gain mindshare. While event processing is certainly the norm in user interface processing and embedded systems, it’s not in your typical business IT. Ask yourself- if you were to install a CEP system in your enterprise today, what events would it see?

The starting point that I see for events should merely be publication. Forget about doing anything but collecting statistics at the beginning. Since events don’t align with how we’re normally thinking, perhaps we should let them show us how we should be thinking. This gets into the domain of business intelligence. The beauty of events, however, is that they can make the intent explicit, rather than implicit. If I’m only performing analysis based on database changes, am I seeing the right thing, or am I only seeing symptoms of the event? Not all events may result in a database change, and that’s where the important correlations may lie. If some companies shows up on page one of the Wall Street Journal, it could result in increased trading activity for that company. My databases may record the increased trading, I may not have a record of the triggering event- the news story.

Humans are very good an inferring relationships between events, sometimes better than we think. But without any events, how can we infer any relationships? We don’t want to overwhelm the network with XML messages that no one ever looks at, but we shouldn’t be at the opposite extreme either. Starting with new applications, I’d make sure that those systems are publishing some key events based upon their functionality. Now, we can start doing some analysis and looking for correlations. We then start to encourage event-driven thinking about the business, and as a result, have now created the potential for CEP systems to be used appropriately.

As an example of how far we still have to go, let’s look at Amazon. They certainly leverage business intelligence extremely well. Unfortunately, as far as I can tell, it’s largely based upon tracking the event that impacts their bottom line directly- purchasing. If I were them, I’d be looking at wish list activity much more strongly. Interestingly, my wife gets more recommendations on technical books that I do. Why? Because she’s purchasing them as gifts for me. I put them on my wish list, she buys them. Because they’re looking at the wrong event, they now make an inference that she’s interested in them when she isn’t. I am. They need to track the event of me adding it to my wish list, along with someone purchasing it for me, and then turn around and make recommendations back to me. Of course, that’s part of the challenge, though. There is simply a ton of information that you could collect, and if you collect the wrong stuff, you can waste a lot of time. Start with a small set of information that you know is important to your business and build out from there.