Today, companies are using various channels to communicate with their customers. As a consequence, a lot of data is created, more and more also outside of the traditional IT infrastructure of an enterprise. This data often does not have a common format and they are continuously created with ever increasing volume. With Internet of Things (IoT) and their sensors, the volume as well as the velocity of data just gets more extreme. To achieve a complete and consistent view of a customer, all these customer-related information has to be included in a 360 degree view in a real-time or near-real-time fashion. By that, the Customer Hub will become the Customer Event Hub. It constantly shows the actual view of a customer over all his interaction channels and provides an enterprise the basis for a substantial and effective customer relation. In this presentation the value of such a platform is shown and how it can be implemented.

1. BASEL BERN BRUGG DÜSSELDORF FRANKFURT A.M. FREIBURG I.BR. GENEVA
HAMBURG COPENHAGEN LAUSANNE MUNICH STUTTGART VIENNA ZURICH
Customer Event Hub
The modern Customer 360° View
Guido Schmutz
@gschmutz

2. Guido Schmutz
Working for Trivadis for more than 19 years
Oracle ACE Director for Fusion Middleware and SOA
Co-Author of different books
Consultant, Trainer, Software Architect for Java, SOA & Big Data / Fast Data
Member of Trivadis Architecture Board
Technology Manager @ Trivadis
More than 25 years of software development experience
Contact: guido.schmutz@trivadis.com
Blog: http://guidoschmutz.wordpress.com
Slideshare: http://www.slideshare.net/gschmutz
Twitter: gschmutz
Customer Event Hub - the modern Customer 360° view2

3. Our company.
Customer Event Hub - the modern Customer 360° view3
Trivadis is a market leader in IT consulting, system integration, solution engineering
and the provision of IT services focusing on and
technologies
in Switzerland, Germany, Austria and Denmark. We offer our services in the following
strategic business fields:
Trivadis Services takes over the interacting operation of your IT systems.
O P E R A T I O N

4. COPENHAGEN
MUNICH
LAUSANNE
BERN
ZURICH
BRUGG
GENEVA
HAMBURG
DÜSSELDORF
FRANKFURT
STUTTGART
FREIBURG
BASEL
VIENNA
With over 600 specialists and IT experts in your region.
Customer Event Hub - the modern Customer 360° view4
14 Trivadis branches and more than
600 employees
200 Service Level Agreements
Over 4,000 training participants
Research and development budget:
CHF 5.0 million
Financially self-supporting and
sustainably profitable
Experience from more than 1,900
projects per year at over 800
customers

5. Customer 360° View - Introduction
Customer Event Hub - the modern Customer 360° view5

6. Why Customer 360° View?
“Get closer than ever to your
customers. So close that you tell
them what they need well before
they realize it themselves.”
Steve Jobs, Apple
q Enhance customer service
q Provides real-time personalization
q Opens doors to new applications
q Increases security
q Lowers operational costs
q Increases operational efficiency
Customer Event Hub - the modern Customer 360° view6

7. Customer 360°: Experience Expectations
Consistent
Across all channels, brands
and devices
Personalized
To reflect preferences and
aspiration
Relevant
In the moment to
customer’s needs and
expectations
Contextualized
To present location and
circumstances
Customer Event Hub - the modern Customer 360° view7

8. Customer 360°: Experience Expectations
Customer Event Hub - the modern Customer 360° view8

9. A Sample Customer 360° Profile
Who are you?
Where are you?
What have you
purchased?
What content do you
prefer?
Who do you know?
What can you afford?
What is your value to the
business?
How / why have you
contacted us?
Customer Event Hub - the modern Customer 360° view9

10. Customer 360° Screen Mocks
Customer Event Hub - the modern Customer 360° view10
Source: Canopy Labs
Source: Adacta Group
Source: Oracle

11. Customer 360 – Key Use Cases
• Customer micro
segmentation
• Next Best Offer
• Campaign Analytics
• Geo-Location
Analytics
• Recommendation
Models
• Churn Modeling &
Prediction
• Rotational / Social
Churn
• Customer Lifetime
Value
• Sentiment Analytics
• Price Elasticity
Modeling
• Proactive Care
Dashboard
• Customer Lifetime
Value
• Subscriber Analytics
• QoS Analytics
• Real-Time Alerts
Target Marketing &
Personalization
Churn Prevention &
Customer Retention
Proactive Care
Customer Event Hub - the modern Customer 360° view11

12. From Static to Dynamic, Real-Time Micro-Segmentation
Age
Gender
Average Spend
Price Plans
Usage History
Data, Voice, Text
Billing History
Device Upgrade
Traditional
Segmentation
Age
Gender
Average Spend
Price Plans
Usage History
Data, Voice, Text
Billing History
Device Upgrade
Device History
Other products / services
Bundling preferences
Offer History
Campaign Adoption
History
Call Center Tickets
Location
Social Influence
Applications Used
Content Preferences
Usage Details
Roaming Analysis
Travel Patterns
QoS History
Household Analysis
Lifetime Value
Churn Score
Clickstream Info
Channel Preferences
Survey
Real-Time Micro-
Segmentation
Customer Event Hub - the modern Customer 360° view12

13. Customer 360° View: Know your Customer
Customer Event Hub - the modern Customer 360° view13

14. Customer 360° View - Challenges
Customer Event Hub - the modern Customer 360° view14

15. Key Challenges in Driving a Customer 360° View
Data Silos
New Data Sources Costs of Data Processing
Data Volumes
• Multiple Data Silos
• Often store overlapping and
conflicting information
• Data growing rapidly
• Internet of Things will add to
that substantially
• Semi/Un-Structured Data
Sources
• Streaming / Real-time data
• Critical for building a true
360° view
• Cost prohibitive
• Cost of storing data in
relational database systems
per year
Clickstream Location/GPS
Call center
Records
Social Media
Customer Event Hub - the modern Customer 360° view15

16. Customer 360° View - Traditional Flow Diagram
Enterprise Data
Warehouse
ETL / Stored
Procedures
Data Marts /
Aggregations
Location
Social
Clickstream
Segmentation & Churn
Analysis
BI Tools
Marketing Offers
Billing &
Ordering
CRM / Profile
Marketing
Campaigns
Customer Event Hub - the modern Customer 360° view16

17. Customer 360° View - Traditional Flow Diagram
Enterprise Data
Warehouse
ETL / Stored
Procedures
Data Marts /
Aggregations
Location
Social
Clickstream
Segmentation & Churn
Analysis
BI Tools
Marketing Offers
Billing &
Ordering
CRM / Profile
Marketing
Campaigns
Limited
Processin
g Power
Does not
model easily
to traditional
database
schema
Limited
Processin
g Power
Storage
Scaling
very
expensive
Based on
sample /
limited data
Loss in
Fidelity
Other /
New Data
Sources
High
Voume
and
Velocity
Customer Event Hub - the modern Customer 360° view17

18. Customer 360° View: Why status quo won’t work?
• Most organizations have a static
version of the customer profile in
their data warehouse
• Mainly structured data
• Only internal data
• Only “important” data
• Only limited history
• Activity data – clickstream data,
content preferences, customer care
logs are kept in siloes or not kept at
all
Data Analyst
Data Analyst
Data Analyst
Data Analyst
Data Analyst
Detailed Customer Activity Data sits in silos!
Customer Event Hub - the modern Customer 360° view18

19. Customer 360° View – Big Data
Platform to the Resuce?
Customer Event Hub - the modern Customer 360° view19

20. Event
Hub
Event
Hub
Hadoop Clusterd
Hadoop Cluster
Hadoop Cluster
Customer 360° View – Flow with Big Data Hub
BI Tools
Enterprise Data
Warehouse
Location
Social
Click
stream
Sensor
Data
Billing &
Ordering
CRM /
Profile
Marketing
Campaigns
Event
Hub
Call
Center
Weather
Data
Mobile
Apps
SQL
Search
Online & Mobile
Apps
Search
Data Flow
NoSQL
Parallel
Processing
Distributed
Filesystem
• Machine Learning
• Graph Algorithms
• Natural Language Processing
20 Customer Event Hub - the modern Customer 360° view

21. Hadoop Clusterd
Hadoop Cluster
Hadoop Cluster
Customer Event Hub – taking Velocity into account
Location
Social
Click
stream
Sensor
Data
Billing &
Ordering
CRM /
Profile
Marketing
Campaigns
Call
Center
Mobile
Apps
Batch Analytics
Streaming Analytics
Event
Hub
Event
Hub
Event
Hub
NoSQL
Parallel
Processing
Distributed
Filesystem
Stream Analytics
NoSQL
Reference /
Models
SQL
Search
Dashboard
BI Tools
Enterprise Data
Warehouse
Search
Online & Mobile
Apps
File Import / SQL Import
Weather
Data
21 Customer Event Hub - the modern Customer 360° view

22. Big Data Ecosystem – Lot’s of choices ?
Hadoop Ecosystem – Hadoop Ecosystem & Distributions22

23. Big Data Ecosystem – Sorted J
Hadoop Ecosystem – Hadoop Ecosystem & Distributions23

24. Weather
Data
SQL Import
Hadoop Clusterd
Hadoop Cluster
Hadoop Cluster
Location
Social
Click
stream
Sensor
Data
Billing &
Ordering
CRM /
Profile
Marketing
Campaigns
Call
Center
Mobile
Apps
Batch Analytics
Streaming Analytics
Event
Hub
Event
Hub
Event
Hub
NoSQL
Parallel
Processing
Distributed
Filesystem
Stream Analytics
NoSQL
Reference /
Models
SQL
Search
Dashboard
BI Tools
Enterprise Data
Warehouse
Search
Online & Mobile
Apps
Customer Event Hub – Technologies Mapping
24 Customer Event Hub - the modern Customer 360° view

25. SQL Import
Hadoop Clusterd
Hadoop Cluster
Hadoop Cluster
Location
Social
Click
stream
Sensor
Data
Billing &
Ordering
CRM /
Profile
Marketing
Campaigns
Call
Center
Weather
Data
Mobile
Apps
Batch Analytics
Streaming Analytics
Event
Hub
Event
Hub
Event
Hub
NoSQL
Parallel
Processing
Distributed
Filesystem
Stream Analytics
NoSQL
Reference /
Models
SQL
Search
Dashboard
BI Tools
Enterprise Data
Warehouse
Search
Online & Mobile
Apps
Integrate Sanitize / Normalize Deliver
25 Customer Event Hub - the modern Customer 360° view

26. A Spectrum of Big Data Use Cases
OptimizeTransform
Business Impact
Use Case Complexity
Entry Advanced
Streamline Data
Refinery
Customer 360
Degree View
Data
Warehouse
Optimization
Monetize My
ata
Harnessing
Machine &
Sensor Data
Big Data
Predictive
Analytics
Next
Generation
Applications
Big Data
Exploration
On Demand Big
Data Blending
Customer Event Hub - the modern Customer 360° view26

27. Various forms of 360° Views
qAccount 360
qSupplier 360
qConsumer 360
qProduct 360
qAsset / IP 360
qSpend 360
qKey Opinion Leader 360
qSensor / Device 360
Customer Event Hub - the modern Customer 360° view27

28. Trivadis @ DOAG 2016
Booth: 3rd Floor – next to the escalator
Know how, T-Shirts, Contest and Trivadis Power to go
We look forward to your visit
Because with Trivadis you always win !
Customer Event Hub - the modern Customer 360° view28