3. Our
today’s
topics
• Data – more
available
now
than
even
before
• Collecting consumer
data
– business
most
valuable
asset
• From
data
to
actionable
insights
4. Every
two
days
we
create
as
much
information
as
we
did
from
the
dawn
of
civilization
up
until
2003
…
That’s
something
like
five
exabytes*
of
data.
“Eric
Schmidt
executive
chairman
of
Google
*1
EB
=
1
Million
TB
=
1
billion
GB
5. Data
generated
by
users
across
multiple
devices,
applications
and
variety
of
media
10. Consumer
Behaviors
Research
Before
… Now
…
Brand
feeling
purchases
Data
Driven
purchases
Brand
A
or
B?
Consumers
Panels Mobile
consumers
97%
Gen
Y
91%
Gen
X
12. BUT
-‐ Your
consumers
are
people
…
…
NOT
devices
13. Data
guides
the
way
…
but
…
Acquiring
the
information
is
one
thing.
Knowing
how
to
integrate
it,
effectively
analyze it
and
make
the
right
decisions
about
it
are
other
matters.
14. CMO’s
Keys
to
success
in
2015Top
cross-‐channel
marketing
barriers
32% 31% 31%
Data
Linkage Technology Organisational
Structure
Top
challenges
to
creating
a
single
customer
view
43%
Poor
Data
quality
Siloed
departments
Lack
of
relevant
technology
Inability
to
link
different
technology
39% 37% 34%
Source:
Experian
Marketing
Service,
IBM
CMO
C-‐Suite
Studies
on
1’700
CMOs
Only
24%of
companies
say
they
have
a
single
customer
view
0% 10% 20% 30% 40% 50% 60% 70% 80%
Privacy
considerations
Decreasing
brand
loyalty
Financial
constraints
Shifting
consumer
demographics
Growth
of
channel
and
devices
Social
media
Data
explosion
Feeling
the
pain
– CMO’s
source
of
concern
and
underpreparedHaving
a
360° Single
Customer
View
17. Consumer
Relationships
Trend
Single
Channel Multiple-‐Channel Cross-‐Channel Omni-‐channel
• Single
Touch-‐points
experience
• Multiple
independent
Touch-‐points
experience
• Technical
&
Functional
Silos
• Brand’s
Multiple
Touch-‐points
experience
• Single
view
of
customer
but
operated
in
functional
silos
• Customer
experience
a
brand,
not
a
channel
• Single
view
of
customer
in
coordinated
and
strategic
way
1995 2000 2008 2015+
18. Omni-‐channel
Data
Strategy
Journey
Identify
your
customer
data
&
Single
Customer
View
Bring
down
data
silos
&
Assess
your
data
quality
Grow
with
your
customers
Apply
Data
Management
&
Governance
Framework
Develop
Customer
Insights
Who/How/
What
4
56
3
Define
key
business
capabilities
&
objectives
1
2
19. Omni-‐channel
&
Customer
Insights
Maturity
ModelCustomer
Focus
Conversion
Focus
Transactional Experiental
Descriptive
-‐ Novice
–
Data
Diagnostic
-‐ Builder
-‐
Information
Predictive
-‐ Leader
-‐
Knowledge
Prescriptive-‐ Master
–
Wisdom
Pre-‐Social Connection Engagement Social
Advantage
Reactive Re-‐Using Organized Centralized
Single Multiple Cross Omni
Listening
Broadcasting
Engaging
Omni
-‐ Social
Intelligent
U s e r
E x p e r i e n c e
Organizational
Maturity
What
happened?
Why
did
it
happen?
What
will
happen?
How
can
we
make
it
happen?
23. DWH
&
BIG
DATA
Ecosystem
Integration
External
DataInternal
Data
DATA
Source DATA
Systems Applications
DWH
DATA
Integration
HDFS
MapReduce
HBASE
PIG HIVE
ETL
&
Scheduling
&
Monitoring
Rep
&
Analytics
Layer
24. …
and
the
Benefits
Marketing
Expense
Actionable
Big
Data
Empower
Analytics
Customer
Data
Quality
&
Accessibility
Harmonize
Omni-‐channels
CRM
to
Customer
behaviour
Customer
Segment
Time
to
Market
Help
protect
privacy
Customer
Experience
Efficient
Campaigns
Repetitive
Customers
Company
Performance
Competitive
Advantage
25. New
opportunities
for
all
…
some
examples
Anomaly
Detection
Consumer
Behaviours
Agriculture
Automation
Energy
Savings
Payment
Fraud
Detection
and
Investigation
Location
Optimization
Mobility
Optimization
Healthcare
Efficiency
The
future
is
…
now
26. Why
invest
in
customer
intelligence
HUB
Source:
The
digital
Marketing
insights
Report
2014
– Teradata
/
Celebrus
Top
4
benefits
of
customer
analytics
&
Single
customer
view
are
71%
Better
Customer
Targeting
Higher
conversion
Rate
Improved
marketing
personalization
Enhanced
customer
experience
59% 51% 51%
Data
storage and
integration
as
their
biggest
data
challenge36%
have
a
single
centralised
DB
or
Big
Data
storage
platform
for
their
customer
data
50%
Top
analytics
barriers
for
customer
analytics
Lack
of
time
47%
Lack
of
internal
skills
and
expertise37%
Personalisation
Is
critical to
their
current
digital
marketing
efforts,
in
two
years
it
will
rise
to
51% 80%
Are
currently
making
use
of
real-‐time
datain
their
channel
personalisation,
but
by
2016
…
45% 78%
Enable
Customer
intelligence
to
focus
on
individual
and
not
only
to
the
market!
28. Make
Data
Security
a
Priority
Security
is
by
far
the
top
spending
priority
for
CIOs
in
2015
Retail
CIOs
Balance
Dual
Priorities
of
Security
and
Digital
Innovation
Source:
National
Retail
Federation/Forrester
Research
Inc.
Report
“Retail
CIO
Agenda
2015:
Secure
And
Innovate”,
Corporate
IT
Security
Risks
survey
36%
Customer’s
Personal
Data
36%
Financial
Data
31%
Employee
Data
30%
Intellectual
property
Most
frequently
stolen
data
How
to
protect
your
customer
data?
