Today, companies are capturing information about customers at every touchpoint, but the reality is that most companies are working with siloed marketing data because they’re using disparate tools to track online, offline, web, social, mobile, and advertising data. In this presentation, Rod Fontecilla, VP of Application Modernization at Unisys, explains how his team uses Platfora to analyze, interact and understand data to drive customer success at Unisys. Rod will highlight three specific Unisys use cases of Platfora, one of which involved a timely text survey sentiment analysis that produced insights enabling a course correction in favor of improved customer satisfaction.

1. Gain a Holistic
View of Your
Customer with
Platfora Big Data
Analytics.
Mark Frigon
Director of Product Management

2. Siloed Data Makes it Difficult to Understand Your Audience
Forcing you to analyze a subset of your data
2
Site Metrics
Social
Transactions CRM
Mobile Email

3. Today’s Solutions are Wasting Your Time and Money
At the same time your data is becoming less valuable
3
months training
to get up to speed
Months
vs. years of
data
$40-50k
per storage
unit

4. Analysis
Data
Preparation
10
%
100%
PRE-2005 “BI”
Analyst
IT
TODAY: “MULTI-STRUCTURED
DATA ANALYSIS”
Analyst
In this new world of
Multi-Structured
Data, you need to be
able to ask new
questions iteratively,
against 100% of
your data.
2005 - TODAY
IT
“DATA
DISCOVERY”
Analyst

5. INTRODUCING PLATFORA CUSTOMER ANALYTICS SOLUTION
Introducing Platfora for Cu stomer Analytics
Customer Analytics
Transactions
Customer
Interactions
Machine
Data

6. Platfora for Customer Analytics
Gain a holistic view of your customer’s journey through Big Data Analytics
Understand your audience like
never before
Customer Analytics
Ask unlimited questions about your
data
Benefit from economies of scale

7. Understand Your Audience Like Never Before
Segmentation Analysis
• Understand a wide variety of your
audience’s characteristics
Connections at every touchpoint
Behavioral Analysis
• Improve your targeting with robust
behavioral measures
Event Series Analysis
• Unite and make sense of raw data
overtime

8. Ask Unlimited Questions About Your Data
Self-service, iterative, and interactive
Add new datasets instantly
• Quickly add new datasets and analyze
interesting data in Hadoop immediately in
minutes, not months
Zero in on what matters
• Create Lenses to analyze the data that is
most valuable to your business
No code required
• Drag and drop functionality eliminates the
need for code

9. Benefit from Economies of Scale
Analyze 100% of your data
• Have confidence in your decisions by
analyzing more accurate trends over a
longer time period
Democratize your data
• Easily share insights with your coworkers
regardless of their technical skill level
Get up & running easily
• Visualize insights from raw data in
a day
Easy to use, scalable, and affordable

10. Get Up and Running in a Day
“Platfora not only
accelerates our
results – some
analytics tasks which
once took weeks can
now be completed in
20 minutes – it allows
us to do things which
before were simply
not possible.”
DR. KARL GEIGER
INNOVATION, DATA & TOOLS
1
2
3
4
Point Platfora at Hadoop
Supports Cloudera, Hortonworks, MapR, Pivotal, and Amazon
Add & Connect Details
Visual catalog and raw data wrangling
Pick Interesting Data
Automatically drives Hadoop to building
Visualize & Find Patterns
Follow patterns down to any level of detail
Share or drive actions
Collaborate, publish, or export
STEPS 3-5
Business Analyst
iterates & repeats
5

11. Linking Advertising Influence and Consumer Behavior
The Challenge:
• A need to integrate clickstream, search and inventory
data across four disconnected business units.
• A desire to decelerate investments in traditional EDWs
and analytic databases.
The Solution:
• Integrated and visualized TV spot data, fine-grained web
site traffic metrics and car dealer inventory to better
understand the influence on the consumer's journey.
• Created vizboards that demonstrated immediate
consumer behavior shifts influenced by OEM TV ads
during the SuperBowl.
• Project to ROI in 6 weeks. Gained insights in
significantly less time and saved $100K’s.
“…enabled us to quickly understand precisely how advertising
investments influence consumer behavior.”
– ED SMITH
CTO, Auto Trader

12. Reinventing Loyalty Marketing with Big Data Analytics
The Challenge:
• Experienced a dramatic growth in customer data volumes
and they needed a streamlined process for rapid data
visualization in order to facilitate data exploration for
patterns that were important to customers.
The Solution:
• With Platfora, Paytronix was able to cut the turnaround
time on analytics to customers in half.
• Platfora’s full stack solution eliminated the need for time
and resource consuming ETL cycles.
• It’s now easy and faster for them to instantly create their
own visual analysis of data using our Big Data Analytics
platform.
“ With Platfora, we can shave weeks off the time (it takes) to
integrate social media, mobile, online and in-store data to
reinvent what loyalty marketing means to restaurateurs and
their guests.”
– ANDREW ROBBINS, CEO & FOUNDER

13. 13
DEMO

14. Driving Customer Success with Platfora
Rod Fontecilla
VP of Application Modernization

15. Introduction
Dr. Rod Fontecilla
VP of Application Modernization, Unisys
• Leads Unisys Global Big Data Analytics Center of
Excellence, focusing on all aspects of data
analytics, software development, system
integration, and mobile development
• 25+ years of experience implementing large and
complex mission-critical IT solutions to the federal
government
• Expertise in cloud computing, mobile
development, enterprise architecture, data
analytics, SOA-based solutions and IT
governance

16. Our Challenges Accessing Big Data Analytics
Inefficient Data
Exploration
• Forced to use excel
to analyze datasets
• Only analyzing a
fraction of all the data
Scalability
Issues
• BI Tools could only
handle small
datasets from
clients
• Unable to analyze
large datasets (2-3
years worth of data)
from clients
Stale
Data
• Took us 6-12
months to even
begin to analyze
data
• By the time we
could access and
analyze the data, it
was no longer
valuable
Lack of
Resources
• Existing Java
developers were
spending time on
mundane tasks
(MapReduce jobs
using Hadoop)
• Lack of talented
Java developers in
the market

17. Benefits of Using Platfora’s End-to-End Platform
Easy
Implementation
• Able to explore data
instantly
• Gained insights within
a week
End-to-End
Platform
• A complete solution
that lets us go from
raw data to insights in
seconds
• Native on Hadoop
Self Service
Analytics
• Empowers business
analysts to explore
data and find
insights without
burdening IT
• No Training
Required
Speed to
Market & Scale
• Ability to quickly
interact with
petabytes of Big
Data
• Provides timely
insights vs. waiting
weeks or months
after the fact

18. Driving Customer Success with Platfora
Via three distinct business use cases
GLOBAL
PHARMACEUTICAL
COMPANY
TEXT SURVEY
GROUP
Ability to perform advanced statistical volume
forecasting
Performed advanced analytics in order to get ahead
of market trends
Ability to quickly implement changes to drive customer
satisfaction

19. Driving Customer Success with Platfora
The Challenge
• Unable to do accurate predictive
analysis with traditional BI tools
• Less that 20% accuracy in volume
forecasting for resources needed:
- Supply forecast needed for 3- 6
months
- Number of resources needed to
effectively support the business
The Solution
• Performed advanced statistical
volume forecasting using Platfora’s
R Connector
• Within minutes, the Unisys team
was able to predict with 90%
probability the supply quantity
needed for the upcoming 3-6
months
GLOBAL
PHARMACEUTICAL
COMPANY

20. Driving Customer Success with Platfora
The Challenge
• Existing datasets from around 14
months of website data was growing
and multiplying
• Needed a way to analyze all the
growing data to predict market
trends to drive the business forward
The Solution
• Implemented and used Platfora for
data exploration to analyze large
website datasets
• Discovered and fixed problems
related to airlines and shipper
behavior in the portal system
• Empowered our team to provide
better services to customers
shipping cargo throughout the
world

21. Driving Customer Success with Platfora
The Challenge
• Text survey group sends out surveys
to get feedback on their products
• Didn’t have the right tools that
enabled them to perform sentiment
analysis on text surveys
The Solution
• By using Platfora, the company
was able to perform sentiment
analysis on text surveys
• Able to discover that in past 6
months the audience sentiment
was turning negative
• These insights allowed them to
quickly change direction and
implement changes to make their
customers happier
TEXT SURVEY
GROUP

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23. You should know.