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1/4/2014
About Ajit
•
•
•
•
•
•

2

Associate Vice President, Digital Transformation, Infosys Limited
Founding Editor of XML Journa...
About this session
I will cover
Positive







Digital trends
The digital consumer
Omni-channel commerce
Cloud enab...
4

It can’t do your homework
DAD, I

I
HAVE TONS

OF HOMEWORK.

WISH HE

WOULD STOP

CAN

OVERHEARING

SOLVE

MY

MY MATH ...
Digital Trends

Predictive Analytics
Actionable Insights
1/4/2014

5
Digital projections

1/4/2014

6
7

So what’s the Big Deal about Big Data?
Big Data are high-volume, high-velocity, and/or high-variety information assets ...
3 Enablers
• Massively Parallel Processing (MPP)
• In-database processing
• In-memory analytics

1/4/2014

8
Technologies
NoSQL Databases
MongoDB, CouchDB, Cassandra, Redis, BigTable, Hbase, Hypertable, Voldemort, Riak, ZooKeeper

...
10

The Yin and Yang of Digital Enterprise
 Build the brand

Digital Commerce

 Manage the order

 Promote the Brand
 ...
Targeting the digital consumer

Digital Commerce

Digital Marketing

1/4/2014

Consumers

11
12

Five recent enablers
Enabling Infrastructure

virtual, open, scalable
and secure to create a timely, consistent
experi...
13

Too much Sass!
DAD, WHAT IS SAS?
I REMEMBER YOU
TELLING ME NOT TO
GIVE YOU ANY.

SAAS IS
SOFTWARE-AS-A-SERVICE
OFFERED...
Why Cloud and Big Data?

1/4/2014

14
Why Cloud and Big Data?
risk due to lack of

Compliance
unmanageable

unsupportable

Social Community

Data Privacy

slow
...
Reaching the digital customer
Personalized
Campaigns
Actionable
Consumer
Insights

Order
management

Multichannel
Reach

T...
The Digital Consumer Journey

17

Engagement

EVALUATE
Discovery

Reviews

Brand Strength

Word of Mouth

BUY

CONSIDER

u...
The Digital Customer
Needs

Time since last
purchase

A hybrid car

Facebook/Twitter

6 pack abs

Lives in Chicago

Browsi...
19

The 3600 view
Identified consumer
•

•
•

Explicit interactions with a digital channel
– such as information captured ...
The digital customer identity
Unified Profile
Store

20
Social
Listening,
sentiment
analysis

Big Data Analytics

Shared s...
21

1/4/2014

Tablet

Mobile

Social

In-store

Kiosk

Call Center

Marketing

Commerce

Systems
Data

Hosting
@2013 Infos...
Big Data Implementation
1/4/2014

Visualization
Business Intelligence

Data analysis
Acquisition & Integration

Data sourc...
How does big data drive a rich
consumer experience?
Right information at the
Right time for the
Right consumer at the
Righ...
24

It’s all relative
DAD

ARE WE

PRESENTING ON
AT A

REAL CONFERENCE?

THIS

IS

SURREAL AND
DEFINITELY
WEIRD

I

AM

PR...
Clients

Delivering Consumer Experience

3600 consumer view

3600 consumer view
1/4/2014

@2013 Infosys Limited

25
26

Thanks!!
Ajit_Sagar@infosys.com
AjitSagar@gmail.com

1/4/2014
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Big data and the consumer experience cloud expo 2013, salta clara convention center, 06 nov 2013

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Big Data and the Consumer Experience

New developments in Cloud technologies have revolutionized the way organizations interact with their customers. Today it is all about Consumer experience, Consumer insights, Consumer behavior, Consumer Journey. The fact that many of the vendors with marketing product stacks have all rechristened their offerings under the “Consumer Experience” banner is. With rich media, the very focus of digital marketing and commerce has shifted from product-centric to consumer centric.

Cloud computing has enabled the global access for consumers across the world – for the right person, at the right time, and the right content. The side effect of this is consumers are more empowered and therefore have much higher expectations. And the omni-channel nature of basic consumer interaction leads to very high demands on the ability to consume, analyze, and repurpose data to deliver a much more personalized consumer experience. Without the advancement in Big Data technologies, this would quickly become an infeasible and unmanageable situation.

This session focuses on the application of Big Data to the business of digital commerce and marketing leading to digital transformations in the enterprise, with real-world examples. As with any new technology, the challenge is to leverage and apply it appropriately to specific scenarios in the industry. Some situations require aggregating data from multiple sources and repurposing consumer data to lead to better offers and recommendations for sales. Others require leveraging the information gathered from implicit consumer interaction with information from other digital touch points to create a 360 degree view of the consumer. All of these require decisions such as segmentation of data across brands, business units, markets, and products, as well as technology choices and on premise and off premise solutions for managing the data.

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Transcript of "Big data and the consumer experience cloud expo 2013, salta clara convention center, 06 nov 2013"

  1. 1. 1 1/4/2014
  2. 2. About Ajit • • • • • • 2 Associate Vice President, Digital Transformation, Infosys Limited Founding Editor of XML Journal J2EE Editor of Java Developer’s Journal/SOA Journal 125+ articles 20+ conferences, US and international 20+ years in IT and Marketing I have a collection of 20,000+ comic books 1/4/2014
  3. 3. About this session I will cover Positive       Digital trends The digital consumer Omni-channel commerce Cloud enabled marketing Big data enabled analytics Delivering customer experience I won’t cover Χ Χ Χ Χ Χ Cloud infrastructure Big data technologies APIs and design patterns Java, XML, .NET, HTML5, … The answer to life, the universe, and everything (cause we all know it is 42) I hope to make this session informational, interactive, and entertaining 1/4/2014 3
  4. 4. 4 It can’t do your homework DAD, I I HAVE TONS OF HOMEWORK. WISH HE WOULD STOP CAN OVERHEARING SOLVE MY MY MATH PROBLEMS? CONVERSATIONS BIG DATA IS NOT MEANT TO DO HOMEWORK. 1/4/2014 http://spacenerdsgroove.com © spacenerdsgroove.com SO IT’S ANOTHER PIECE OF USELESS TECHNOLOGY!!
  5. 5. Digital Trends Predictive Analytics Actionable Insights 1/4/2014 5
  6. 6. Digital projections 1/4/2014 6
  7. 7. 7 So what’s the Big Deal about Big Data? Big Data are high-volume, high-velocity, and/or high-variety information assets that require new forms of processing to enable enhanced decision making, insight discovery and process optimization - Gartner V olume V V elocity ariety The problem 1/4/2014 I I V nsights ntelligence irtualization The solution V V eracity alidity Value The outcome
  8. 8. 3 Enablers • Massively Parallel Processing (MPP) • In-database processing • In-memory analytics 1/4/2014 8
  9. 9. Technologies NoSQL Databases MongoDB, CouchDB, Cassandra, Redis, BigTable, Hbase, Hypertable, Voldemort, Riak, ZooKeeper MapReduce Hadoop, Hive, Pig, Cascading, Cascalog, mrjob, Caffeine, S4, MapR, Acunu, Flume, Kafka, Azkaban, Oozie, Greenplum Storage S3,Hadoop Distributed File System Servers EC2, Google App Engine, Elastic, Beanstalk, Heroku Processing Yahoo! Pipes, Mechanical Turk, Solr/Lucene, ElasticSearch, Datameer, BigSheets, Tinkerpop 1/4/2014 9
  10. 10. 10 The Yin and Yang of Digital Enterprise  Build the brand Digital Commerce  Manage the order  Promote the Brand  Preserve the Brand  Promote loyalty It’s all about the 1/4/2014  Sell the product Digital Marketing  Serve the customer  Promote Loyalty consumer experience
  11. 11. Targeting the digital consumer Digital Commerce Digital Marketing 1/4/2014 Consumers 11
  12. 12. 12 Five recent enablers Enabling Infrastructure virtual, open, scalable and secure to create a timely, consistent experience Smart Devices Connect consumers anywhere, anytime to the things they need and want Partner Ecosystem Focus on consumer experience through Innovative collaboration to satisfy consumer expectations 1/4/2014 Integrated Applications Deliver a seamless experience across channels and functions Actionable Intelligence Valuable data to drive new levels of targeting, personalization, and measurement enabled by technologies
  13. 13. 13 Too much Sass! DAD, WHAT IS SAS? I REMEMBER YOU TELLING ME NOT TO GIVE YOU ANY. SAAS IS SOFTWARE-AS-A-SERVICE OFFERED ON THE NOT TO BE CONFUSED WITH YOUR SASS, WHICH DESCRIBES IMPERTINENT BEHAVIOR 1/4/2014 http://spacenerdsgroove.com © spacenerdsgroove.com ARE TOO YOU SAYING SASSY I’M FOR YOU?
  14. 14. Why Cloud and Big Data? 1/4/2014 14
  15. 15. Why Cloud and Big Data? risk due to lack of Compliance unmanageable unsupportable Social Community Data Privacy slow Responsiveness Global access challenges in Insufficient support for unmanageable Consumer Commitment Inability to meet Customer Expectations Lack of Volumes Agility missing unpredictable Traffic missing Challenge in tracking Campaign effectiveness Unable to build immeasurable ROI Content Consumer Context 1/4/2014 Loyalty Incomplete understanding of Consumer Behavior multiple Digital touch points 15
  16. 16. Reaching the digital customer Personalized Campaigns Actionable Consumer Insights Order management Multichannel Reach The Digital Enterprise Superb Buying Experience 1/4/2014 16 Ubiquitous Virtual Stores Social Collaboration 16
  17. 17. The Digital Consumer Journey 17 Engagement EVALUATE Discovery Reviews Brand Strength Word of Mouth BUY CONSIDER use PURCHASE Introduction Experience Sentiment Commitment Post-purchase Research Sentiment LOYALTY Advocate 1/4/2014 EXPERIENCE Validation
  18. 18. The Digital Customer Needs Time since last purchase A hybrid car Facebook/Twitter 6 pack abs Lives in Chicago Browsing history Demographics Kids aged 6 & 9 Home Loan Wife Daughter Family Son University Office Friends Connections & Influences Racquetball sports Twitter Blogs Marathon running Social Facebook Customer Brand conscious Loves gifting Buying Behavior Likes deals 1/4/2014 Wish list New running shoes Male, 40 years Married 18 Interests Science fiction Cooking Wii games iPad apps @2013 Infosys Limited
  19. 19. 19 The 3600 view Identified consumer • • • Explicit interactions with a digital channel – such as information captured through registrations, surveys, coupons, etc. The Customer is known to the channel in a secure manner Information about the Customer includes PII, profile, preferences, etc. The combination of these personas gives the 1/4/2014 Anonymous consumer • • • The Customer’s behavior is interpreted through his or her implicit interactions with the digital channel The Customer’s identity is not known through these interactions The Customer is known at an aggregate level as a part of a Customer segment 3600 view of the customer
  20. 20. The digital customer identity Unified Profile Store 20 Social Listening, sentiment analysis Big Data Analytics Shared services, components Personalization Segmentation Single sign-on Actionable Insights Content Recommendations Digital delivery Customer 1/4/2014 Offline feeds (Neilsen, IRI)
  21. 21. 21 1/4/2014 Tablet Mobile Social In-store Kiosk Call Center Marketing Commerce Systems Data Hosting @2013 Infosys Limited Print Support Sell Promote Insights Digital architecture Omni Channel Delivery Desktop
  22. 22. Big Data Implementation 1/4/2014 Visualization Business Intelligence Data analysis Acquisition & Integration Data sources @2013 Infosys Limited • Multi-channel display • Configurable UI • Comprehensive analytics • Proactive BI • Predicative BI • Machine-learning based analytics • Historical and operational data stores • Ability to process large data volumes • Data acquisition • Data quality • Standardization and cleansing • • • • Structured/unstructured data Traditional/digital media External/enterprise systems Real-time/batch 22
  23. 23. How does big data drive a rich consumer experience? Right information at the Right time for the Right consumer at the Right place Right offer at the Right time at the Right location with the Right context The Internet CLOUD Delivering through all the digital touch points to the same consumer, one that and BIG you know very well Leveraging 1/4/2014 DATA ANALYTICS 23
  24. 24. 24 It’s all relative DAD ARE WE PRESENTING ON AT A REAL CONFERENCE? THIS IS SURREAL AND DEFINITELY WEIRD I AM PRESENTING AT A CONFERENCE. YOU ARE A DIGITAL MANIFESTATIO N OF MY IMAGINATION 1/4/2014 http://spacenerdsgroove.com © spacenerdsgroove.com I’M THE ONE WHO’S BEEN DOING ALL THE WORK. I AM A REAL LIFE TEEN IN A DIGITAL CARTOON AT A CONFERENCE!!
  25. 25. Clients Delivering Consumer Experience 3600 consumer view 3600 consumer view 1/4/2014 @2013 Infosys Limited 25
  26. 26. 26 Thanks!! Ajit_Sagar@infosys.com AjitSagar@gmail.com 1/4/2014
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