Watch full webinar here: https://bit.ly/3GI802M Organisations have struggled for years in understanding their customers, this has mainly been due to not having the right data available at the right point in time. In this session we will discuss the role of Data Virtualization in providing customer 360 degree view and look at some of the success stories our customers have told us about.

1. How a Logical Data Fabric enhances the
Customer 360° View
Prashant Lele
Sales Director - India

2. Agenda
1. What is Customer 360 °
2. Why should we aim for a customer 360° view
3. How does a Logical Data Fabric enhances this
4. What is Data Fabric
5. Denodo’s Role in logical Data fabric Architecture
6. Customer case study
7. Conclusions

3. What is Customer 360 °?

4. 4
What is Customer 360° ?
■ Data replicated 8-10x
■ Mobility, Cloud, Big Data
■ Project backlogs
■ Heterogeneity, Complexity
■ Governance, semantic issues
■ Exploding data volume

5. Why should we aim for a customer
360° view ?

6. 6
The value of knowing your customer
80% of buyers are more
likely to make a purchase
when brands offer
personalized experiences*
Source: Epsilon a leader in creating connections between people and brands

7. 7
The value of knowing your customer
• Better ROI on marketing Budget
• Improve customer experience
• Improve customer loyalty
• Superior predictive analytics

8. 8
How can you achieve a 360° view of the customer ?
1:- Unified desktop approach
2:- CRM approach
3:- ETL - approach

9. 9
Logical Data Fabric Approach
Logical Data
Fabric
Consumers
Data
Science
Machine
Learning
Artificial
Intelligence
Mobile
Applications
Predictive
Analytics
Business
Intelligence
Relational NoSQL Unstructured Docs Cloud Sensors IoT
Sources
Unified Data Security
Abstraction Layer
Universal Access Self-S
ervice
Data
Catalo
g

10. What is a Data Fabric ?

11. 11
Analyst Data Fabric Definitions
people
systems
information
According to Forrester:
“Orchestrating disparate data sources intelligently
and securely in a self-service and automated
manner, leveraging data platforms […] to deliver
a unified, trusted, and comprehensive real-time
view of customer and business data across the
enterprise.”
According to Gartner:
“Enables frictionless access and sharing of data in
a distributed data environment. It enables a
single and consistent data management
framework, which allows seamless data access
and processing by design across otherwise siloed
storage.”

12. 12
Analysts View of a Data Fabric
A data fabric is an architecture pattern that informs and automates the design, integration
and deployment of data objects regardless of deployment platforms and architectural
approaches
▪ It utilizes continuous analytics and AI/ML over all metadata assets to provide actionable
insights and recommendations on data management and integration design and
deployment patterns.
▪ This results in faster, informed and, in some cases, completely automated data access
and sharing
▪ Strongly supported by both Gartner and Forrester
Data Fabric Net
Compounds Customers Products Claims
RDBMS/OLTP Traditional Analytics/BI Data Lakes Cloud Data Stores Apps and Document
Repositories
Flat Files
Third Party
Legacy
Mart
Data Warehouse
Mart
ETL ETL
XML • JSON • PDF
DOC • WEB

13. 13
Logical Data Fabric- key attributes
• Data Abstraction: decoupling
applications/data usage from data
sources
• Data Integration without replication
or relocation of physical data
• Easy Access to Any Data, high
performant and real-time/
right-time
• Data Catalog for self-service data
services and easy discovery
• Unified metadata, security &
governance across all data assets
• Data Delivery in any format with
intelligent query optimization that
leverages new and existing
physical data platforms
A logical data layer – a “logical data fabric” – that provides high-performant, real-time, and secure
access to integrated business views of disparate data across the enterprise

14. Denodo’s Role in Logical Data
Fabric Architecture

15. 15
Logical Data Fabric
1
2 3
4 5

16. 16
Sources
1
• 150+ data adapters
• Relational, parallel, multidimensional, and
in-memory databases
• Cloud data warehouses
• NoSQL databases and Hadoop ecosystem
• SOAP/REST web services, SaaS applications
• Enterprise systems, web and file systems
• JMS queues and streaming technologies
• New adapters for Databricks Delta, Azure
Synapse, Google BigQuery and Cloud Data
Storages
DETAILS
• Agile connectivity to new data sources within minutes
• Broad range of source connectivity options
• Rapid integration of new sources
• Faster time to market
BENEFITS
SUMMARY
Industry’s broadest range of source connectivity options
USED BY
Data Engineers and Integrators
All available connectors are included within the Denodo Platform's cost”
– Gartner Magic Quadrant for Data Integration Tools, 2017

17. 17
Data Governance
2
• Metadata repository with multiple visualization
options
• Discover, introspect and transform source
metadata
• Refresh or propagate source metadata when it
changes
• Data lineage, change impact and dependency
analysis
• Ability to integrate with third-party governance
tools and catalogs
DETAILS
• Delivery of consistent, curated and contextual
data to users
• Controlled data virtualization and enterprise data
services capabilities
BENEFITS
SUMMARY
Comprehensive data and metadata governance
USED BY
Data Engineers and Integrators
Data Stewards and Analysts
Using Data virtualization to Harden Business Users’ self-Authored BI Application”
– Forrester: Divide (BI Governance From Data Governance) And Conquer, 2017

18. 18
Security
3
• Role-based access control to data services,
sources, and enterprise tools
• Single sign-on using Kerberos; Security
delegation; SAML, OAuth Support.
• Row and column level fine-grained authorization
• User authentication using LDAP, Active Directory
• Data Encryption, Masking, Tokenization and
Redaction for data privacy
DETAILS
• Easy to enforce security and policies in one central
place, the data virtualization layer
• Consistent security model for all sources and all
applications
• Secures both data and metadata.
BENEFITS
SUMMARY
All-encompassing unified security layer for data delivery
USED BY
Data Engineers and Integrators
Application & API Integrators
Denodo’s data fabric solution integrates key data management components, including data integration, data ingestion, data transformation, data
governance and security, to support new and emerging use cases including customers 360, real-time and on-demand analytics, IoT analytics, and self-service
analytics.”
– The Forrester Wave™: Enterprise Data Fabric, Q2 2020

19. 19
Data Catalog
4
• Google-like search capability for data and
metadata
• Business-friendly new UI geared to roles such as
data stewards, data analysts, and citizen analysts
• Ability to create business categories or tags
• Graphical representation of lineage, relationships
• Usage-based metadata – who, when, what, why,
and how of data consumption
• Enhanced collaboration features through user
warnings and comments
• Machine learning powered personalized
recommendation for data sets
DETAILS
• Data at the speed of business
• Users can easily search for data or metadata
• Facilitates Sharing and Collaboration
• Enhanced user experience with smart ranking of
search results
BENEFITS
SUMMARY
The only data virtualization solution that seamlessly integrates data catalog with data delivery.
USED BY
Data Stewards and Analysts
Citizen Integrators
Citizen Analysts
Through 2022, over 80% data lake projects will fail to deliver value as finding, inventorying and curating data will prove to be the biggest inhibitor to
analytics and data science success.”
- Gartner Augmented Data Catalogs: Now an Enterprise Must-Have for Data and Analytics Leaders, September 12, 2019

20. 20
Data Consumers
5
• Multiprotocol support including JDBC, ODBC,
Odata, GraphQL and GeoJSON
• SOAP and RESTful web services
• Output in XML, JSON and HTML for human and
machine consumption
• Portal widget for major portal support
• Native Denodo connector for major BI tools such
as Tableau, Microstrategy, Cognos, and PowerBI
DETAILS
• Empower business users with relevant and
contextual data at their fingertips
• Single source of truth across multiple BI tools
• Consistent security and governance across all
consuming applications
• Reduced API call overhead through GraphQL
BENEFITS
SUMMARY
Consistent view of information across any consuming application; Rationalize and Integrate multiple BI platforms.
USED BY
Citizen Integrators
Citizen Analysts

21. Customer Case Studies

22. 22
Vodafone Reduces Service Response Time by 66% and
Improves Overall Quality of Customer Service Using
Denodo Data Virtualization
Case Study
Vodafone is the world’s leading mobile telecommunications company with significant
presence in 31 countries and partnership collaboration agreements in another 40, all of
which cover 5 continents. The company offers global solutions for fixed telephone, data,
Internet, security services, data center, CRM, etc. to more than 323 million customers.
End-users, companies and communities, all of them better connected thanks to the
experience and leadership capabilities of Vodafone
▪ Perform non-productive steps such as
authentication, customer selection
and screens results navigation
▪ Data provided by the call center
applications was not current because
it was often accessed from a
replicated source such as a data
warehouse.
▪ Agents were not always conversant
which delayed their responses to the
customer and also led to higher
training costs for the company
▪ Diverse connectivity to disparate
source systems helped to provide
agents with a complete view of all
customer data while minimizing
replication.
▪ Real-time (or right time) delivery of
data allowed agents to work with the
most current version of the data.
▪ Connected with various applications
such as Application Service
Management Contact Center, Sales
Management Application, and
Distributors Portal
▪ Higher customer loyalty and retention
due to reduction in service response
time from 6 minutes to 2 minutes, a
66% reduction.
▪ Increased scalability of their data
infrastructure systems to support
business growth.
▪ Greater revenue opportunities from
upselling and cross-selling.
Company Confidential – Do not forward or distribute 22

23. 23
Customer Use Case: Major European Supermarket
Business Need
▪ The major supermarket wanted to
improve their view of the customer, but
their customer data was held across over
30 different data sources. These included
customer service, online activity, the
supermarket loyalty program as well as
other sources, such as consumer
partnership data. The supermarket
wanted to create a true 360° view of the
customer.
▪ The supermarket’s marketing intelligence
division needed to create segment based
customer marketing initiatives based on
the demographic profile of their
customers
▪ The Denodo Platform for Data
Virtualization was invaluable in achieving
the business objectives of creating a
unified view. Denodo creates a virtualized
master data mart. Denodo connects to all
the disparate data sources seamlessly
creating a single unified view of the
customer. Denodo is also completely
flexible allowing the supermarket to add
data sources such as social media or
new partnership data in real time allowing
for instant knowledge of end consumer.
Denodo helps the supermarket have a full
360° view of the client.
The supermarket was able to:
▪ Build client cards for individual customers
and make them available to stakeholders
▪ Enable customer analytics, based on all
available information through studies,
segmentation, and models
▪ Create comprehensive reports of
customer behavior
▪ Improve security and reduce risks related
to customers’ personal information
Solution Benefits
Operates approximately 2,000 retail outlets in particular supermarket
and hypermarkets across Europe as well as travel offices and gas
stations.

24. 24
Customer Use Case: Leading Supermarket chain
360° View of Customer
Enabled business users with
360° view of customer to
better understand customer
emotions, brand
preferences and purchase
patterns
With Denodo acting as a
unifying layer on top of
multiple data sources, a
consolidated view of the
customer was created.
Enabling the supermarket
to better understand and
react to customer needs

25. 25
Case Study : Single View of Customer
Business Need
• Business needed to differentiate themselves from their
competitors.
• Needed to provide better customer service.
• Existing contact center, with a CTI solution, required the use
of different systems and was complex.
• Large number of applications used by agents.
Benefits
• Increased their First Call Resolution by 5 points and reduces
client call times by 10%.
• Doubles their customer retention rate.
• Reduced back office workloads by more than 50%.
Solution

26. 26
Conclusion
Denodo helps businesses create customer centric data
driven insights through Denodo’s Logical Data Fabric
and Data Virtualization technologies. Sowing together
enterprises data in a virtual environment,
democratizing the access layer to allow all business
users access to the data need to make accurate and
customer centric decisions.

27. Thanks!
www.denodo.com info@denodo.com
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