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Unlock Your Data: Delivering a Real-Time Single Customer View to Drive Digital Transformation – Connect New York 2018

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Speaker: Jonathan Summerfield, CEO and Founder, Xiatech Consulting

For digital teams, marketing departments, and IT professionals, using data and integration to drive organizational growth is challenging and the utopia of any digital transformation. Traditional methods of integrating systems; data warehousing is often the cause of much debate, and therefore delivering a real-time single view of data such as customers, products, or sales has always proved time consuming, costly, and complex. With enormous advances in the latest big data, analytics, and microservices technology, you will hear about the transformational journey of a few different businesses and how they have adopted Xiatech’s Single Data View platform to help revolutionize their digital growth.

With Couchbase at the heart of the Single Data View platform, Xiatech has helped its clients to unlock their data to drive real-time system integration, make business decisions using analytics and insight, and deliver real-time feedback to customers using personalization, cross-sell, up-sell, and recommendations.

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Unlock Your Data: Delivering a Real-Time Single Customer View to Drive Digital Transformation – Connect New York 2018

  1. 1. Unlock Your Data: Creating a Single View of Customer (or Product, Inventory, Orders, Sales) to Drive Digital Transformation Jonathan Summerfield – CEO & Founder jonathan@xiatech.co.uk www.xiatech.co.uk @summerfieldj We make Technology. Simple.
  2. 2. • Who we are • Our customer successes • Data challenges • How we have solved them • Technical overview & Couchbase • Benefits • Roadmap – AI & Machine Learning Single Data View© platform Agenda
  3. 3. About Xiatech • Founded 2003 • Global reach with over 40 consultants • Specialists in B2B, B2C, eCommerce, CRM, System Integration, Big Data, BI and Analytics SERVICES: 1. Strategy & Architecture 2. Programme Delivery 3. Integration & Big Data Analytics
  4. 4. Who we’ve worked for
  5. 5. Our Customer Successes
  6. 6. Our Customer successes… • Driven a 25% YoY improvement in sales for a fashion footwear company • Uncovered $1m worth of ‘invisible’ inventory • Delivered real-time Black Friday dashboard • Integrated millions of Radio Barcode micro-transactions from Retailers’ stores • Accelerated time to market for a number of eCommerce platform implementations from 9 months to 3 • Enabled real-time cross-sell & up-sell, plus personalisation of eCommerce • Created a Single Customer View to enable 56% uplift in TV advertising revenue through more accurate targeting
  7. 7. DATA & INTEGRATION CHALLENGES
  8. 8. DATA CHAOS 90% OF THE WORLD’S DATA TODAY HAS BEEN CREATED IN THE LAST 2 YEARS* EVERY DAY WE CREATE 2,500,000, 000,000, 000,000 (2.5 QUINTILLION) BYTES OF DATA* *SOURCE: http://www.vcloudnews.com/every-day-big-data-statistics-2-5-quintillion-bytes-of-data-created-daily/ of DATA GENERATED IS ‘UNSTRUCTURED’* E.g. Tweets, Photos, customer history, customer service calls 90%
  9. 9. Equivalent to 10 million Blu-Ray Discs (4 x Eiffel Tower) EVERY DAY WE CREATE 2.5 QUINTILLION BYTES OF DATA* *SOURCE: http://www.vcloudnews.com/every-day-big-data-statistics-2-5-quintillion-bytes-of-data-created-daily/
  10. 10. How does this apply to me?
  11. 11. • Storage • Integration of new systems • Timeliness of data • Data silos • Different formats • Duplicated data • No golden record • No single version of truth • Complex Systems • Differing technologies • Company acquisitions/mergers • Speed of consumption (velocity) is restricted • EU Regulatory directives e.g. GDPR • Governance Corporate Information challenges…
  12. 12. CUSTOMER CHANNELS ECOMMERCE (Web & Mobile) STORES (Loyalty, ePOS etc) CUSTOMER SERVICES MARKET- PLACE/ B2B & B2D SOCIAL MEDIA OPERATIONAL SYSTEMS ORDER MNGMT CRM/ LOYALTY/ EMAIL ERP/ MERCHAND- ISING/ FINANCE PRODUCT, PRICE, PROMOS WAREHOUSE MNGMT SPREAD- SHEETS An example Retailer’s system landscape…
  13. 13. New systems take time to implement & are complex to integrate… ECOMMERCE (Web & Mobile) STORES (Loyalty, ePOS etc) CUSTOMER SERVICES MARKET- PLACE/ B2B & B2D SOCIAL MEDIA ORDER MNGMT CRM/ LOYALTY/ EMAIL ERP/ MERCHAND- ISING/ FINANCE PRODUCT, PRICE, PROMOS WAREHOUSE MNGMT SPREAD- SHEETS NEW SYSTEM
  14. 14. ECOMMERCE (Web & Mobile) STORES (Loyalty, ePOS etc) CUSTOMER SERVICES MARKET- PLACE/ B2B & B2D SOCIAL MEDIA ORDER MNGMT CRM/ LOYALTY/ EMAIL ERP/ MERCHAND- ISING/ FINANCE PRODUCT, PRICE, PROMOS WAREHOUSE MNGMT SPREAD- SHEETS Data sharing proves challenging as well… NEW SYSTEM
  15. 15. ECOMMERCE (Web & Mobile) STORES (Loyalty, ePOS etc) CUSTOMER SERVICES MARKET- PLACE/ B2B & B2D SOCIAL MEDIA ORDER MNGMT CRM/ LOYALTY/ EMAIL ERP/ MERCHAND- ISING/ FINANCE PRODUCT, PRICE, PROMOS WAREHOUSE MNGMT SPREAD- SHEETS Consequently, traditional Business reporting is hard to implement, inaccurate & costly… NEW SYSTEM BUSINESS REPORTING
  16. 16. …so creating a real-time single version of truth or 3600 view of any data is costly, complex and slow… CUSTOMER PRODUCT INVENTORY
  17. 17. ECOMMERCE (Web & Mobile) STORES (Loyalty, ePOS etc) CUSTOMER SERVICES MARKET- PLACE/ B2B & B2D SOCIAL MEDIA ORDER MNGMT CRM/ LOYALTY/ EMAIL ERP/ MERCHAND- ISING/ FINANCE PRODUCT, PRICE, PROMOS WAREHOUSE MNGMT SPREAD- SHEETS For example, Customer data… NEW SYSTEM BUSINESS REPORTING CUSTOMER CUSTOMER CUSTOMER CUSTOMER CUSTOMER CUSTOMER CUSTOMER CUSTOMER 3600 VIEW OF CUSTOMER
  18. 18. ECOMMERCE (Web & Mobile) STORES (Loyalty, ePOS etc) CUSTOMER SERVICES MARKET- PLACE/ B2B & B2D SOCIAL MEDIA ORDER MNGMT CRM/ LOYALTY/ EMAIL ERP/ MERCHAND- ISING PRODUCT, PRICE, PROMOS WAREHOUSE MNGMT SPREAD- SHEETS NEW SYSTEM BUSINESS REPORTING Or Product data… PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT3600 VIEW OF PRODUCT 3600 VIEW OF CUSTOMER
  19. 19. ECOMMERCE (Web & Mobile) STORES (Loyalty, ePOS etc) CUSTOMER SERVICES MARKET- PLACE/ B2B & B2D SOCIAL MEDIA ORDER MNGMT CRM/ LOYALTY/ EMAIL ERP/ MERCHAND- ISING PRODUCT, PRICE, PROMOS WAREHOUSE MNGMT SPREAD- SHEETS NEW SYSTEM BUSINESS REPORTING Or inventory data… INVENTORY INVENTORY INVENTORY INVENTORY INVENTORY INVENTORY INVENTORY 3600 VIEW OF INVENTORY 3600 VIEW OF PRODUCT 3600 VIEW OF CUSTOMER
  20. 20. GDPR(GENERAL DATA PROTECTION REGULATION) • Consent • Breach • Right to Access • Right to be forgotten • Privacy by Design • WTF? Regulation further complicates the solution…
  21. 21. CUSTOMER PRODUCT INVENTORY Why are traditional methods failing us?
  22. 22. OPERATIONAL SYSTEMS SYSTEM X SYSTEM Y SYSTEM Z SYSTEM A SYSTEM B What traditional data & integration solutions look like… EXTRACT TRANSFORM LOAD DATA WAREHOUSE REPORTING TOOLS Views Summaries Aggregates SYSTEM C EXTRACT TRANSFORM LOAD
  23. 23. • Changing requirements • Inflexible solution • Lack of Governance • Technology & business process constrained • Not-real time • Non-GDPR compliant • Expensive & complex to change • Not contextually aware (not event based) • No opportunity to react to data changes • Difficult to capture unstructured data • The Data Warehouse and CRM systems maintain the silos Why do traditional methods fail us…
  24. 24. CUSTOMER PRODUCT INVENTORY What’s the answer?
  25. 25. MAGIC?
  26. 26. STEP 0: Discovery (non-technical) What does good look like… CUSTOMER PRODUCT INVENTORY
  27. 27. Discovery (get the basics right) • Data audit • Scope/prioritise the incremental phases of delivery • Prepare the organisation – use champions • Create the ‘ground-swell’ • Establish Data Governance & Steering Group • Select technology & partner • Look for opportunities e.g. eCommerce project
  28. 28. STEP 1: Decouple your systems Use ‘Event-based’ Integration What does good look like… CUSTOMER PRODUCT INVENTORY
  29. 29. MICROSERVICES INTEGRATION & DATA PROCESSING OPERATIONAL SYSTEMS CUSTOMER CHANNELS ECOMMERCE (Web & Mobile) STORES (Loyalty, ePOS etc) CUSTOMER SERVICES MARKET- PLACE/ B2B & B2D SOCIAL MEDIA ORDER MNGMT CRM/ LOYALTY/ EMAIL ERP/ MERCHAND- ISING/FINANCE PRODUCT, PRICE, PROMOS WAREHOUSE MNGMT SPREAD- SHEETS NEW SYSTEM Step 1: Real-Time Event-based Integration EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS NEW SYSTEM
  30. 30. STEP 2: Real-Time Single View of Data What does good look like… CUSTOMER PRODUCT INVENTORY
  31. 31. MICROSERVICES INTEGRATION & DATA PROCESSING SINGLE DATA VIEW OPERATIONAL SYSTEMS CUSTOMER CHANNELS ECOMMERCE (Web & Mobile) STORES (Loyalty, ePOS etc) CUSTOMER SERVICES MARKET- PLACE/ B2B & B2D SOCIAL MEDIA ORDER MNGMT CRM/ LOYALTY/ EMAIL ERP/ MERCHAND- ISING/FINANCE PRODUCT, PRICE, PROMOS WAREHOUSE MNGMT SPREAD- SHEETS NEW SYSTEM Step 2: Single View of Data EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS
  32. 32. OPERATIONAL SYSTEMS CUSTOMER CHANNELS ECOMMERCE (Web & Mobile) STORES (Loyalty, ePOS etc) CUSTOMER SERVICES MARKET- PLACE/ B2B & B2D SOCIAL MEDIA ORDER MNGMT CRM/ LOYALTY/ EMAIL ERP/ MERCHAND- ISING/FINANCE PRODUCT, PRICE, PROMOS WAREHOUSE MNGMT SPREAD- SHEETS NEW SYSTEM Step 2: Single View of Data – but built incrementally MICROSERVICES INTEGRATION & DATA PROCESSING EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS SINGLE DATA VIEW
  33. 33. STEP 3: Data Lake & Reporting What does good look like… CUSTOMER PRODUCT INVENTORY
  34. 34. MICROSERVICES INTEGRATION & DATA PROCESSING REPORTING DATA LAKE DASHBOARDS & REPORTS OPERATIONAL SYSTEMS CUSTOMER CHANNELS ECOMMERCE (Web & Mobile) STORES (Loyalty, ePOS etc) CUSTOMER SERVICES MARKET- PLACE/ B2B & B2D SOCIAL MEDIA ORDER MNGMT CRM/ LOYALTY/ EMAIL ERP/ MERCHAND- ISING/FINANCE PRODUCT, PRICE, PROMOS WAREHOUSE MNGMT SPREAD- SHEETS NEW SYSTEM What does good look like… EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS EVENTS SINGLE DATA VIEW
  35. 35. Event-based integration allows us to create ‘Data Stories’ Customer LoggedIn Order Accepted Product Added ToBasket Basket Submitted Customer Viewed Product Product Searched Order Passed Fraud Check Order Created T0 T1 T2 T3 T4 T5 T6 T7 Time series of events Event data contains: • Key metadata (e.g. category, name, time, event time etc..) • Actual event data (eg Order created) • Timeseries & the latest snapshot eg Order Updates • Everything the Data Lake requires to record the event Event Metadata / Context EVENT Event Business Data Latest Refdata @ Time N contains Order@T1 Order@T2 Order@T3 Order@T4 Event Structure Ref Data Evolution – Immutable, timeseries snapshots LATEST
  36. 36. SDV - Operational Big Data & Analytics Processor Microservices eCommerc e ERP Databases Reporting Source Operational Systems Source Analytics Systems Online CRM Target Operational Systems BI Visualisation & Self Service Insight & Analytics Target Analytics Systems SDV – Data Lake CRM Customer Portals Legacy Business Users Data Analysts / Scientists APIG + Lambda + Go Microservices + Kinesis (event bus) Couchbas e Web Analytics The SDV© platform: Couchbase sits at the heart of our solution THE SDV PLATFORM AMAZON WEB SERVICES GOOGLE BIG QUERY Insight Customer Portals B2B Data Mining Real-Time Decisioning Segmentation B2B Company APIs REPORTING
  37. 37. Why Couchbase… • Lightning fast read/write performance • Linear performance when scaling out • Multi-dimensional scaling - scale query capability separately from indexing/storage capability • Native JSON storage – reduces transformation overhead • In-memory indexes • Numerous adapters: GoLang & Spark etc • Large community • N1QL (SQL-like querying) • Strong replication capability (intra-cluster and inter-cluster) • Very easy to configure • Fine grained access control with good Operations & management UI
  38. 38. CUSTOMER PRODUCT INVENTORY What is now possible?
  39. 39. Our Customer successes… • Driven a 25% YoY improvement in sales for a fashion footwear company • Uncovered $1m worth of ‘invisible’ inventory • Delivered real-time Black Friday dashboard • Integrated millions of Radio Barcode micro-transactions from Retailers’ stores • Accelerated time to market for a number of eCommerce platform implementations from 9 months to 3 • Enabled real-time cross-sell & up-sell, plus personalisation of eCommerce • Created a Single Customer View to enable 56% uplift in TV advertising revenue through more accurate targeting
  40. 40. What other possibilities are enabled… • Cross-data set analysis • Customer segmentation • Publishing of data from the Single Data View • Using dynamic customer segments for campaigns • Personalising the customer experience online • Access to previously untapped data • Internet of Things e.g. RFID • A.I and Machine Learning
  41. 41. Q: How has this technology contributed to a customer’s bottom line? A: Increases speed to market of new revenue generating systems e.g. eCommerce platform prebuilt connectors A: Decreases the cost of new system implementation A: Total cost of ownership is significantly lower than standard integration & DW platforms A: Cost of SDV implementation is on average 10 times lower than equivalent projects A: The analytics available offer deep insight through cross data-set analytics. This provides companies with the ability to optimise their channel trade through otherwise unavailable analysis Costs/Benefits
  42. 42. MICROSERVICES INTEGRATION & DATA PROCESSING SINGLE DATA VIEW REPORTING SDV DATA LAKE DASHBOARDS & REPORTS GDPR ADMIN OPERATIONAL SYSTEMS CUSTOMER CHANNELS ECOMMERCE (Web & Mobile) STORES (Loyalty, ePOS etc) CUSTOMER SERVICES MARKET- PLACE/ B2B & B2D SOCIAL MEDIA ORDER MNGMT CRM/ LOYALTY/ EMAIL ERP/ MERCHAND- ISING/FINANCE PRODUCT, PRICE, PROMOS WAREHOUSE MNGMT SPREAD- SHEETS NEW SYSTEM This is our Single Data View© platform…
  43. 43. 1. Event-based Integration platform as a Service (IPaaS) 2. Real-time 3600 view of your data 3. Industry-ready Reporting & Dashboards 4. Automated data compliance License-free, encrypted, cloud based, open source, resilient & elastically scalable Single Data View© platform Our platform
  44. 44. Why is it cool? • No license fee (open source) and very low TCO • Can be implemented in under 3 months • Real time ‘data-stories’ from the 3600 view of all your data across all your channels • Can integrate all your systems - even the old ones! • Provides industry-ready reports and dashboards out of the box • Uses latest technology (e.g. MicroServices) so we can attract the best talent • Continuous improvement – our roadmap is driven by the industry
  45. 45. We have prebuilt integrations into many platforms… Lottery
  46. 46. WHY COMPANIES CHOOSE OUR SINGLE DATA VIEW© PLATFORM UNLOCK YOUR DATA Secure & GDPR compliant Cloud based managed service & license free 3600 data view & industry ready real- time integration, reporting & analytics Quick to implement with pre-built connectors Highly scalable & resilient
  47. 47. Q&A info@xiatech.co.uk www.xiatech.co.uk

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