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The role of Big Data and Modern Data Management in Driving a Customer 360 from the Cloud

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Organizations spanning all industries are in pursuit of Customer 360, which aims to integrate and enrich customer information across multiple channels, systems, devices and products in order to improve the interaction experience and maximize the value delivered. To achieve this real-time integration requires a modern approach to working with data and the Cloud is providing a differentiating strategic platform for many organisations. Discover how you can strategically structure your data environment leveraging the Cloud to empower analytical deployment, create next generation customer applications whilst also saving costs and realising greater efficiencies.

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The role of Big Data and Modern Data Management in Driving a Customer 360 from the Cloud

  1. 1. 1© Cloudera, Inc. All rights reserved. The Role of Big Data and Modern Data Management in Driving a Customer 360 from the Cloud Joel Roland // Sales Engineer
  2. 2. 2© Cloudera, Inc. All rights reserved. Data is Transforming Business How do you want to leverage your data assets? How do I build a 360 degree picture of my customer to deliver new revenue streams? Customer and Channel
  3. 3. 3© Cloudera, Inc. All rights reserved. Customer 360 – An Industry Perspective - What is Customer 360? A holistic real-time view of your individual customers Across all products, systems, devices and interaction channels In order to deliver a consistent, personalized, context specific and relevant experience
  4. 4. 4© Cloudera, Inc. All rights reserved. Key Challenges in Driving a Customer 360 DATA SILOS DATA VOLUMES NEW DATA SOURCES COSTS OF DATA PROCESSING • Multiple Data Silos • Often store overlapping and conflicting info • Issue compounded with multiple business units Care Product Catalog CRM Ordering Billing Legacy Enterprise Inventory OSS Network Customer Care Product Catalog Ordering Billing CRM Legacy Enterprise Inventory Supply Chain PoS • Data growing at ~100% YoY • Capturing new sources of insights and customer interactions Clickstream Location/ GPS Call center Records Social Media • Semi/ Un-Structured Data Sources • Streaming/ Real-time data • Critical for building a True 360 view • Cost prohibitive • $30,000 and $100,000 (USD) per TB – Cost of storing data in relational database systems per year
  5. 5. 5© Cloudera, Inc. All rights reserved. Consumer activity data sits in silos • 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, is kept in BU silos or not kept at all Customer 360 view: Why status quo won’t work AnalystData Analyst Data Analyst DataAnalystData AnalystData
  6. 6. 6© Cloudera, Inc. All rights reserved. Customer 360 – Traditional Data Flow Diagram Location Social Clickstream ETL/Stored Procedures Enterprise Data Warehouse Segmentation & Churn Analysis BI Tools Marketing Offers Data Marts / Aggregations Billing/ Ordering CRM/ Profile Marketing Campaigns
  7. 7. 7© Cloudera, Inc. All rights reserved. Customer 360 – Traditional Data Flow Diagram Location Social Clickstream ETL/Stored Procedures Enterprise Data Warehouse Segmentation & Churn Analysis BI Tools Marketing Offers Data Marts / Aggregations Billing/ Ordering CRM/ Profile Marketing CampaignsOther/ New Data Sources – Mobile, Sensors, Apps, Network Logs, Files Does not model easily into traditional database schema Limited Processing Power Limited Processing Power Storage scaling very expensive. Not designed for ELT Loss in Fidelity Manual work. Few automated system feeds. Based on sample/ limited data
  8. 8. 8© Cloudera, Inc. All rights reserved. A New Way Forward…
  9. 9. 9© Cloudera, Inc. All rights reserved. EDH based Architecture for Effective Data Mgmt. Enterprise Data Warehouse Enterprise Data Hub Data Sources DataIngest– StreamingorBatch Business Intelligence/ Reporting Tools Network Usage CRM Inventory Clickstream Sensors Machine Logs Social Billing Ordering Structured Unstructured /Semi-Structured OPERATIONS Cloudera Manager Cloudera Director DATA MANAGEMENT Cloudera Navigator Encrypt and KeyTrustee Optimizer BATCH Sqoop REAL-TIME Kafka, Flume PROCESS, ANALYZE, SERVE UNIFIED SERVICES RESOURCE MANAGEMENT YARN SECURITY Sentry, RecordService FILESYSTEM HDFS RELATIONAL Kudu NoSQL HBase STORE INTEGRATE BATCH Spark, Hive, Pig MapReduce STREAM Spark SQL Impala SEARCH Solr SDK Partners Deployment Flexibility On-Premises Appliances Engineered Systems Public Cloud Private Cloud Hybrid Cloud
  10. 10. 10© Cloudera, Inc. All rights reserved. Customer 360 – Flow with EDH Location Social Clickstream BI Tools Online & Mobile Apps Billing/ Ordering CRM/ Profile Marketing Campaigns Ingest Search EDW Sqoop or Native connector to Impala SQL via Impala Solr HBase N/W Logs Call Center Apps Network Other Structured Sources
  11. 11. 11© Cloudera, Inc. All rights reserved. How to Iteratively Build a True Customer 360? Customer Data Source Start with ingesting the “best” version of your customer profile Find your common identifiers across datasets: customer name, email, ID ID ChannelsPurchase History Add New Data SourceCommon IdentifierCurrent Source Enrich with additional demographic information (purchase history or channels) from other systems / sources Deliver A Use Case Deliver a specific use case based on the profile with new data sets: • Customer Lifetime value • Next Best offer • Omni Channel Enrich Your Profile • Enrich your customer profiles with purchase behavior • Continue to enhance with each new use case OPERATIONS Cloudera Manager Cloudera Director DATA MANAGEMENT Cloudera Navigator Encrypt and KeyTrustee Optimizer BATCH Sqoop REAL-TIME Kafka, Flume PROCESS, ANALYZE, SERVE UNIFIED SERVICES RESOURCE MANAGEMENT YARN SECURITY Sentry, RecordService FILESYSTEM HDFS RELATIONAL Kudu NoSQL HBase STORE INTEGRATE BATCH Spark, Hive, Pig MapReduce STREAM Spark SQL Impala SEARCH Solr SDK Partners
  12. 12. 12© Cloudera, Inc. All rights reserved. How to Iteratively Build a True Customer 360? Customer Data Source Start with ingesting the “best” version of your customer profile Find your common identifiers across datasets: customer name, email, ID ID ChannelsPurchase History Add New Data SourceCommon IdentifierCurrent Source Enrich with additional demographic information (purchase history or channels) from other systems / sources Deliver A Use Case Deliver a specific use case based on the profile with new data sets: • Customer Lifetime value • Next Best offer • Omni Channel Enrich Your Profile • Enrich your customer profiles with purchase behavior • Continue to enhance with each new use case Location Clickstream Continue to add new data sources iteratively to enhance your customer profile with new use cases Call center Social Media Apps External Data New Data Sources OPERATIONS Cloudera Manager Cloudera Director DATA MANAGEMENT Cloudera Navigator Encrypt and KeyTrustee Optimizer BATCH Sqoop REAL-TIME Kafka, Flume PROCESS, ANALYZE, SERVE UNIFIED SERVICES RESOURCE MANAGEMENT YARN SECURITY Sentry, RecordService FILESYSTEM HDFS RELATIONAL Kudu NoSQL HBase STORE INTEGRATE BATCH Spark, Hive, Pig MapReduce STREAM Spark SQL Impala SEARCH Solr SDK Partners
  13. 13. 13© Cloudera, Inc. All rights reserved. Customer 360 – Key Use Cases Churn Prevention & Customer Retention Targeted Marketing & Personalization Proactive Care • Churn Modeling & Prediction • Rotational/ Social Churn • Customer Lifetime Value • Sentiment Analytics • Price Elasticity Modeling • Customer micro-segmentation • Next Best Offer • Campaign Analytics • Geo-Location Analytics • Recommendation Models • Proactive Care Dashboard • Customer Lifetime Value • Subscriber Analytics • QoS Analytics • Real-Time Alerts
  14. 14. 14© Cloudera, Inc. All rights reserved. Thank you
  15. 15. 15© Cloudera, Inc. All rights reserved. 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? The Foundation of a “Segment of One”

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