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BASEL BERN BRUGG DÜSSELDORF FRANKFURT A.M. FREIBURG I.BR. GENF
HAMBURG KOPENHAGEN LAUSANNE MÜNCHEN STUTTGART WIEN ZÜRICH
C...
Guido Schmutz
Working at Trivadis for more than 20 years
Oracle ACE Director for Fusion Middleware and SOA
Consultant, Tra...
COPENHAGEN
MUNICH
LAUSANNE
BERN
ZURICH
BRUGG
GENEVA
HAMBURG
DÜSSELDORF
FRANKFURT
STUTTGART
FREIBURG
BASEL
VIENNA
With over...
Agenda
4
1. Customer 360° View – Introduction
2. Customer 360° View – Challenges
3. Customer 360° View – DataStax Enterpri...
Customer 360° View - Introduction
5
Why Customer 360° View?
“Get closer than ever to your
customers. So close that you tell
them what they need well before
th...
Customer 360°: Experience Expectations
7
“The Amazon effect” – why can’t I do .... as easy as
buying a product on Amazon
8
Each time a customer is exposed to an im...
Customer 360°: Experience Expectations
Consistent
Across	all	channels,	brands	
and	devices
Personalized
To	reflect	prefere...
Customer 360 – Key Use Cases
• Customer micro
segmentation
• Next Best Offer
• Campaign Analytics
• Geo-Location
Analytics...
From Static to Dynamic, Real-Time Micro-Segmentation
Age
Gender
Average Spend
Price Plans
Usage History
Data, Voice, Text
...
From Static to Dynamic, Real-Time Micro-Segmentation
Age
Gender
Average Spend
Price Plans
Usage History
Data, Voice, Text
...
A Sample Customer 360° Profile
Who are you?
Where are you?
What have you
purchased?
What content do you
prefer?
Who do you...
Customer 360° View - Challenges
16
Key Challenges in Driving a Customer 360° View
Data Silos
New Data Sources Costs of Data Processing
Data Volumes
• Multipl...
Customer 360° View - Traditional Flow Diagram
Enterprise Data
Warehouse
ETL / Stored
Procedures
Data Marts /
Aggregations
...
Customer 360° View - Traditional Flow Diagram
Enterprise Data
Warehouse
ETL / Stored
Procedures
Data Marts /
Aggregations
...
Customer 360° View: Why status quo won’t work?
• Most organizations have a static
version of the customer profile in
their...
Journey of Customer through multiple Siloed Systems
21
Social
Media
Call
Center
Complaint
Management
Marketing
Coupons
War...
Journey of Customer through multiple Siloed Systems
22
Social
Media
Call
Center
Complaint
Management
Marketing
Coupons
War...
Customer 360° View – DataStax
Enterprise (Graph) to the rescue
23
Why using Graph for Customer 360° View
24
Traditional RDBMS
• Multiple Data Locations => siloes
• Not all information rela...
Customer 360° View - Example
25
Geo Point
Customer
Address
Product
ownerOf
(since)
interestedIn
(since, degree)
lives (since)
ActivityparticipatesIn Termu...
Hadoop ClusterdHadoop Cluster
DSE Cluster
Batch Data Ingestion into Customer Hub
Billing &
Ordering
CRM /
Profile
Marketin...
Batch Data Ingestion into Customer Hub
DSE	Graph
DSE	
GraphLoaderRDBMS
Groovy	
Script
Click	
Stream
28
Geo Point
Customer
...
Streaming Ingestion into Customer Event Hub
Microservice Cluster
Microservice State
{		}
API
Stream Processing Cluster
Str...
Process native Event Streams
Twitter
Tweet-to-
Cassandra Cassandra
Tweet
Graph
Tweet-to-Graph
Customer	
Reference
Click
St...
Benchmark Single vs. Scripted Insert
34
• One Event ends up in many
modifications of vertex and edges
• many round-trips n...
Process Change Data Capture Events
CDC
Customer-to-
Cassandra Cassandra
Customer
DSE	Graph
Customer-to-
Graph
CustomerCDC
...
Streaming Oriented Ingestion into Customer Hub
Microservice Cluster
Microservice State
{		}
API
Stream Processing Cluster
...
How to implement an Event Hub?
Apache Kafka to the rescue
• publish-subscribe messaging system
• Designed for processing h...
Apache Kafka Connect
• Scalably and reliably streaming data between
Apache Kafka and other data systems
• not an ETL frame...
Declarative Dataflow Definition & Execution
43
Apache NiFi StreamSets
Hadoop ClusterdHadoop Cluster
DSE
Cluster
Streaming Ingestion into Customer Hub
OLAP
Microservice Cluster
Microservice Sta...
Hadoop ClusterdHadoop Cluster
DSE
Cluster
Streaming Ingestion into Customer Hub
OLAP
Microservice Cluster
Microservice Sta...
Questions which can only be answered by Graph
46
Dependencies
•	Failure	chains
•	Order	of	operation
Matching	/	
Categorizi...
Questions which can only be answered by Graph -
Visualize Customer 360
49
Source: Expero
Questions which can only be answered by Graph -
Visualize Customer 360
50
KeyLines
Cytoscape
LinkuriousJS
SigmajsD3
Source...
Guido Schmutz
Technology Manager
guido.schmutz@trivadis.com
@gschmutz guidoschmutz.wordpress.com
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Customer Event Hub – a modern Customer 360° view with DataStax Enterprise (DSE)

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Today, companies are using various channels to communicate with their customers. As a consequence, a lot of data is created, more and more also outside of the traditional IT infrastructure of an enterprise. This data often does not have a common format and they are continuously created with ever increasing volume. With Internet of Things (IoT) and their sensors, the volume as well as the velocity of data just gets more extreme.

To achieve a complete and consistent view of a customer, all these customer-related information has to be included in a 360 degree view in a real-time or near-real-time fashion. By that, the Customer Hub will become the Customer Event Hub. It constantly shows the actual view of a customer over all his interaction channels and provides an enterprise the basis for a substantial and effective customer relation.

In this presentation the value of such a platform is shown and how it can be implemented using DataStax Enterprise as the backend.

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Customer Event Hub – a modern Customer 360° view with DataStax Enterprise (DSE)

  1. 1. BASEL BERN BRUGG DÜSSELDORF FRANKFURT A.M. FREIBURG I.BR. GENF HAMBURG KOPENHAGEN LAUSANNE MÜNCHEN STUTTGART WIEN ZÜRICH Customer Event Hub Customer 360° view with DataStax Enterprise (DSE) Guido Schmutz – 21.6.2017 @gschmutz guidoschmutz.wordpress.com
  2. 2. Guido Schmutz Working at Trivadis for more than 20 years Oracle ACE Director for Fusion Middleware and SOA Consultant, Trainer Software Architect for Java, Oracle, SOA and Big Data / Fast Data Head of Trivadis Architecture Board Technology Manager @ Trivadis More than 30 years of software development experience Contact: guido.schmutz@trivadis.com Blog: http://guidoschmutz.wordpress.com Slideshare: http://www.slideshare.net/gschmutz Twitter: gschmutz 2
  3. 3. COPENHAGEN MUNICH LAUSANNE BERN ZURICH BRUGG GENEVA HAMBURG DÜSSELDORF FRANKFURT STUTTGART FREIBURG BASEL VIENNA With over 600 specialists and IT experts in your region. 14 Trivadis branches and more than 600 employees 200 Service Level Agreements Over 4,000 training participants Research and development budget: CHF 5.0 million Financially self-supporting and sustainably profitable Experience from more than 1,900 projects per year at over 800 customers 3
  4. 4. Agenda 4 1. Customer 360° View – Introduction 2. Customer 360° View – Challenges 3. Customer 360° View – DataStax Enterprise (Graph) to the rescue
  5. 5. Customer 360° View - Introduction 5
  6. 6. Why Customer 360° View? “Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” Steve Jobs, Apple q Enhance customer service q Provides real-time personalization q Opens doors to new applications q Increases security q Lowers operational costs q Increases operational efficiency 6
  7. 7. Customer 360°: Experience Expectations 7
  8. 8. “The Amazon effect” – why can’t I do .... as easy as buying a product on Amazon 8 Each time a customer is exposed to an improved digital experience, their engagement expectations are reset to a new higher level. Source: Forrester
  9. 9. Customer 360°: Experience Expectations Consistent Across all channels, brands and devices Personalized To reflect preferences and aspiration Relevant In the moment to customer’s needs and expectations Contextualized To present location and circumstances 9
  10. 10. Customer 360 – Key Use Cases • Customer micro segmentation • Next Best Offer • Campaign Analytics • Geo-Location Analytics • Recommendation Models • Churn Modeling & Prediction • Rotational / Social Churn • Customer Lifetime Value • Sentiment Analytics • Price Elasticity Modeling • Proactive Care Dashboard • Customer Lifetime Value • Subscriber Analytics • QoS Analytics • Real-Time Alerts Target Marketing & Personalization Churn Prevention & Customer Retention Proactive Care 10
  11. 11. From Static to Dynamic, Real-Time Micro-Segmentation Age Gender Average Spend Price Plans Usage History Data, Voice, Text Billing History Device Upgrade Traditional Segmentation Age Gender Average Spend Price Plans Usage History Data, Voice, Text Billing History Device Upgrade Device History Other products / services Bundling preferences Offer History Campaign Adoption History Call Center Tickets Location Social Influence Applications Used Content Preferences Usage Details Roaming Analysis Travel Patterns QoS History Household Analysis Lifetime Value Churn Score Clickstream Info Channel Preferences Survey Real-Time Micro- Segmentation 11 Individualization Engaging customers as a segment of one in real-time by listening, capturing, measuring, assessing, and addressing intent across every enterprise touchpoint. Source: Forrester
  12. 12. From Static to Dynamic, Real-Time Micro-Segmentation Age Gender Average Spend Price Plans Usage History Data, Voice, Text Billing History Device Upgrade Traditional Segmentation Age Gender Average Spend Price Plans Usage History Data, Voice, Text Billing History Device Upgrade Device History Other products / services Bundling preferences Offer History Campaign Adoption History Call Center Tickets Location Social Influence Applications Used Content Preferences Usage Details Roaming Analysis Travel Patterns QoS History Household Analysis Lifetime Value Churn Score Clickstream Info Channel Preferences Survey Real-Time Micro- Segmentation 12
  13. 13. A Sample Customer 360° Profile 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? 13
  14. 14. Customer 360° View - Challenges 16
  15. 15. Key Challenges in Driving a Customer 360° View Data Silos New Data Sources Costs of Data Processing Data Volumes • Multiple Data Silos • Often store overlapping and conflicting information • Data growing rapidly • Internet of Things will add to that substantially • Semi/Un-Structured Data Sources • Streaming / Real-time data • Critical for building a true 360° view • Cost prohibitive • Cost of storing data in relational database systems per year Clickstream Location/GPS Call center Records Social Media 17
  16. 16. Customer 360° View - Traditional Flow Diagram Enterprise Data Warehouse ETL / Stored Procedures Data Marts / Aggregations Location Social Clickstream Segmentation & Churn Analysis BI Tools Marketing Offers Billing & Ordering CRM / Profile Marketing Campaigns 18
  17. 17. Customer 360° View - Traditional Flow Diagram Enterprise Data Warehouse ETL / Stored Procedures Data Marts / Aggregations Location Social Clickstream Segmentation & Churn Analysis BI Tools Marketing Offers Billing & Ordering CRM / Profile Marketing Campaigns Limited Processing Power Does not model easily to traditional database schema Limited Processing Power Storage Scaling very expensive Based on sample / limited data Loss in Fidelity Other / New Data Sources High Voume and Velocity 19
  18. 18. Customer 360° View: Why status quo won’t work? • 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 are kept in siloes or not kept at all Data Analyst Data Analyst Data Analyst Data Analyst Data Analyst Detailed Customer Activity Data sits in silos! 20
  19. 19. Journey of Customer through multiple Siloed Systems 21 Social Media Call Center Complaint Management Marketing Coupons Warehouse CRM Shipping Billing Order Processing Web Application
  20. 20. Journey of Customer through multiple Siloed Systems 22 Social Media Call Center Complaint Management Marketing Coupons Warehouse CRM Shipping Billing Order Processing Web Application
  21. 21. Customer 360° View – DataStax Enterprise (Graph) to the rescue 23
  22. 22. Why using Graph for Customer 360° View 24 Traditional RDBMS • Multiple Data Locations => siloes • Not all information related • difficult to access all the different information and to relate to each other Graph Database • Connect all customer-related information • Model multi-connected customer relationships • Special questions graphs can answer • Performance & Scalability Partner Id FirstName LastName BirthDate ProfileImageURL Id CustomerId When Where Type Description Contacts Address Id PartnerId Street StreetNr ZipCode City Country Id Name Price Description ImageURL Products CustomerId ProductId Order Id CustomerId When Where InteractionType Description Customer Service Id ProductId Comment UserId Product Reviews Id PartnerId TwitterId FacebookId Customer Geo Point Customer Address Product ownerOf (since) interestedIn (since, degree) lives (since) ActivityparticipatesIn Termuses uses Employee interactsWith reference id name id when where text id firstName lastName birthDate profileImageURL uses id name imageURL id street streetNr zipCode city id name alternateNames location population elevation Country neighbour belongsTo id name iso2 iso3 isoNumeric capital area population continent uses ActivityType id name belongsTo id name at knows(since) mentions uses
  23. 23. Customer 360° View - Example 25
  24. 24. Geo Point Customer Address Product ownerOf (since) interestedIn (since, degree) lives (since) ActivityparticipatesIn Termuses uses Employee interactsWith reference id name id when where text id firstName lastName birthDate profileImageURL uses id name imageURL id street streetNr zipCode city id name alternateNames location population elevation Country neighbour belongsTo id name iso2 iso3 isoNumeric capital area population continent uses ActivityType id name belongsTo id name at knows(since) mentions uses Customer 360° View - Example 26
  25. 25. Hadoop ClusterdHadoop Cluster DSE Cluster Batch Data Ingestion into Customer Hub Billing & Ordering CRM / Profile Marketing Campaigns Location Social Click stream Sensor Data Weather Data Mobile Apps Emails v File Import / SQL Import Cassandra DSE Graph 27 high latency Event Stream
  26. 26. Batch Data Ingestion into Customer Hub DSE Graph DSE GraphLoaderRDBMS Groovy Script Click Stream 28 Geo Point Customer Address Product ownerOf (since) interestedIn (since, degree) lives (since) ActivityparticipatesIn Termuses uses Employee interactsWith reference id name id when where text id firstName lastName birthDate profileImageURL uses id name imageURL id street streetNr zipCode city id name alternateNames location population elevation Country neighbour belongsTo id name iso2 iso3 isoNumeric capital area population continent uses ActivityType id name belongsTo id name at knows(since) Transformation CSV / JSON Partner Id FirstName LastName BirthDate ProfileImageURL Id CustomerId When Where Type Description Contacts Address Id PartnerId Street StreetNr ZipCode City Country Id Name Price Description ImageURL Products CustomerId ProductId Order Id CustomerId When Where InteractionType Description Customer Service Id ProductId Comment UserId Product Reviews Id PartnerId TwitterId FacebookId Customer Real-Time Insights?
  27. 27. Streaming Ingestion into Customer Event Hub Microservice Cluster Microservice State { } API Stream Processing Cluster Stream Processor State { } API Billing & Ordering CRM / Profile Marketing Campaigns Location Social Click stream Sensor Data Weather Data Mobile Apps Email File Import / SQL Import Event Stream Event Hub Event Hub Event Hub Event Stream Event Stream Hadoop ClusterdHadoop Cluster DSE Cluster Cassandra DSE Graph 32
  28. 28. Process native Event Streams Twitter Tweet-to- Cassandra Cassandra Tweet Graph Tweet-to-Graph Customer Reference Click Stream Cllck Stream Activity-to- Graph DSE Cluster 33 Geo Point Customer Address Product ownerOf (since) interestedIn (since, degree) lives (since) ActivityparticipatesIn Termuses uses Employee interactsWith reference id name id when where text id firstName lastName birthDate profileImageURL uses id name imageURL id street streetNr zipCode city id name alternateNames location population elevation Country neighbour belongsTo id name iso2 iso3 isoNumeric capital area population continent uses ActivityType id name belongsTo id name at knows(since) Event Hub Stream ProcessingSensor
  29. 29. Benchmark Single vs. Scripted Insert 34 • One Event ends up in many modifications of vertex and edges • many round-trips need if done with single API calls • batch API calls into a Groovy script provides 3 – 5x performance gains DSE Graph Tweet-to-Graph Tweet User publishes Term * uses* DSE GraphTweet-to-Graph … ... Geo Point Customer Address Product ownerOf (since) interestedIn (since, degree) lives (since) ActivityparticipatesIn Termuses uses Employee interactsWith reference id name id when where text id firstName lastName birthDate profileImageURL uses id name imageURL id street streetNr zipCode city id name alternateNames location population elevation Country neighbour belongsTo id name iso2 iso3 isoNumeric capital area population continent uses ActivityType id name belongsTo id name at knows(since)
  30. 30. Process Change Data Capture Events CDC Customer-to- Cassandra Cassandra Customer DSE Graph Customer-to- Graph CustomerCDC AddressCDC ContactCDC Aggregate-to- Customer DSE Cluster 39 Geo Point Customer Address Product ownerOf (since) interestedIn (since, degree) lives (since) ActivityparticipatesIn Termuses uses Employee interactsWith reference id name id when where text id firstName lastName birthDate profileImageURL uses id name imageURL id street streetNr zipCode city id name alternateNames location population elevation Country neighbour belongsTo id name iso2 iso3 isoNumeric capital area population continent uses ActivityType id name belongsTo id name at knows(since) Partner Id FirstName LastName BirthDate ProfileImageURL Id CustomerId When Where Type Description Contacts Address Id PartnerId Street StreetNr ZipCode City Country Id Name Price Description ImageURL Products CustomerId ProductId Order Id CustomerId When Where InteractionType Description Customer Service Id ProductId Comment UserId Product Reviews Id PartnerId TwitterId FacebookId Customer Event Hub Stream ProcessingSensor
  31. 31. Streaming Oriented Ingestion into Customer Hub Microservice Cluster Microservice State { } API Stream Processing Cluster Stream Processor State { } API Billing & Ordering CRM / Profile Marketing Campaigns Location Social Click stream Sensor Data Weather Data Mobile Apps Email File Import / SQL Import Event Stream Event Hub Event Hub Event Hub Event Stream Event Stream Hadoop ClusterdHadoop Cluster DSE Cluster Cassandra DSE Graph 40
  32. 32. How to implement an Event Hub? Apache Kafka to the rescue • publish-subscribe messaging system • Designed for processing high-volume, real time activity stream data (logs, metrics, social media, …) • Stateless (passive) architecture, offset-based consumption • Initially developed at LinkedIn, now part of Apache • Peak Load on single cluster: 2 million messages/sec, 4.7 Gigabits/sec inbound, 15 Gigabits/sec outbound Reliable Data Ingestion in Big Data/IoT Kafka Cluster Consumer Consumer Consumer Producer Producer Producer Broker 1 Broker 2 Broker 3 Zookeeper Ensemble
  33. 33. Apache Kafka Connect • Scalably and reliably streaming data between Apache Kafka and other data systems • not an ETL framework • Pre-build connectors available for Data Source and Data Sinks • JDBC (Source) • Cassandra (Source & Sink) • Oracle GoldenGate (Source) • MQTT (Source) • HDFS (Sink) • Elasticsearch (Sink) • MongoDB (Sink) Reliable Data Ingestion in Big Data/IoT Source: Confluent
  34. 34. Declarative Dataflow Definition & Execution 43 Apache NiFi StreamSets
  35. 35. Hadoop ClusterdHadoop Cluster DSE Cluster Streaming Ingestion into Customer Hub OLAP Microservice Cluster Microservice State { } API File Import / SQL Import OLTP Parallel Processing Cassandra Cassandra Stream Processing DSEFS Billing & Ordering CRM / Profile Marketing Campaigns Location Social Click stream Sensor Data Weather Data Mobile Apps Email Event Stream Event Hub Event Hub Event Hub Event Stream Cassandra Replication 44
  36. 36. Hadoop ClusterdHadoop Cluster DSE Cluster Streaming Ingestion into Customer Hub OLAP Microservice Cluster Microservice State { } API File Import / SQL Import OLTP Parallel Processing Cassandra Cassandra Stream Processing DSEFS Billing & Ordering CRM / Profile Marketing Campaigns Location Social Click stream Sensor Data Weather Data Mobile Apps Email Event Stream Event Hub Event Hub Event Hub Event Stream Cassandra Replication 45
  37. 37. Questions which can only be answered by Graph 46 Dependencies • Failure chains • Order of operation Matching / Categorizing Highlight variant of dependencies Clustering Finding things closely related to each other (friends, fraud) Flow / Cost Find distribution problems, efficiencies Similarity Similar paths or patterns Centrality, Search Which nodes are the most connected or relevant Source: Expero
  38. 38. Questions which can only be answered by Graph - Visualize Customer 360 49 Source: Expero
  39. 39. Questions which can only be answered by Graph - Visualize Customer 360 50 KeyLines Cytoscape LinkuriousJS SigmajsD3 Source: Expero
  40. 40. Guido Schmutz Technology Manager guido.schmutz@trivadis.com @gschmutz guidoschmutz.wordpress.com

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