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Mastering Customer Information
with a Graph DB foundation
The foundation for an Agile Enterprise
Navin Sharma
VP, Product ...
Agenda
The Shameless Plug
Market Definition through the lens of a customer problem
Why Neo?
Our Solution and IP
Pitney Bow...
We focus on helping you get it right by enabling
transactions in commerce across five key areas.
Pitney Bowes | January 14...
Mission for Customer Information
Management
Strategic CIM should enable…..
Business Agility – The capacity to
identify and...
© 2013 Forrester Research, Inc. Reproduction Prohibited 5
Source: October 10, 2013, “Technology Management In The Age Of T...
CIM: A New Approach is Required
6
Information Dynamics
Exponential Changes in Data Dynamics
Create New Challenges for the ...
Core
Customer
Data
Data integration
Data cleansing (data
quality)
Data
supplementation
(new data)
Data enrichment
(geocodi...
The Challenge
Pitney Bowes | CIM Positioning | March, 2015 8
Client Value?
Every business unit
and application
needed data...
Impact to the Business
Pitney Bowes | CIM Positioning | March, 2015 9
Business could not understand what customers were bu...
10
End-to-End Customer Information Management
Traditional Approach
 Understanding is constantly
evolving and dynamic
 Multi-dimensional views enabled
and searchable a...
powered by
Choosing Graph and Neo4j
Started with graph databases and Neo4j
in 2010
Early prototypes revealed key
different...
powered by
Neo4j Implementation – Pitney IP
Visual schema management
Visual Query builder
Visual Data Discovery
SOAP/R...
powered by
Best of Suite Information Management
Platform approach must account for
all key CIM functions:
• Data Modeling
...
Model to your business
15
Orchestrate
16
Design and Iterate Publish
Visualize Measure
Pitney Bowes | April 16, 2015
Integrate and Federate
Text Based
CSV
XML
SharePoint
Unstructured
• MS Word
• PDF
• HTML
• Excel
• Other
Big Data
Cassandr...
Apply Data Quality and Process Governance
18
Spectrum
Accounts, contacts
and leads
Standardize
address
Identify
duplicates...
• Who is a high spender?
• What is their propensity
to buy?
• Is the customer within my
pre-defined Geo-fence?
• How does ...
Visualize the Knowledge Graph
Search the Knowledge Graph
Shows us as a
contact at a
commercial policy
Shows up as a
primary individual
policy holder
Search the Knowledge Graph
22
Search the Knowledge Graph
23
Integrate the Knowledge Graph
Other key capabilities
• Master-Slave architecture
• Hot Back-up support
• Full ACID-compliance
• Role-based security at t...
Benefits
Agile and incremental approach not only
supports getting up and running in a matter
of weeks, but evolves as the ...
Stay ahead of customer
needs and preferences.
Gaining an accurate picture of
your customers’ preferred choices
and behavio...
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Using a Graph Database for Next-Gen MDM

Pitney Bowes

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Using a Graph Database for Next-Gen MDM

  1. 1. Mastering Customer Information with a Graph DB foundation The foundation for an Agile Enterprise Navin Sharma VP, Product Management Navin.Sharma@pb.com
  2. 2. Agenda The Shameless Plug Market Definition through the lens of a customer problem Why Neo? Our Solution and IP Pitney Bowes | CIM Positioning Review | March 2015 2
  3. 3. We focus on helping you get it right by enabling transactions in commerce across five key areas. Pitney Bowes | January 14, 2015 3 Customer Information Management Connect all relevant data and insights across digital and physical boundaries Location Intelligence Adding location context to business data for enhanced insight Customer Engagement Delivering relevant and engaging interactions across the customer lifecycle Shipping & Mailing Driving parcel handling and mailing efficiency with end-to-end innovation Global Ecommerce Simplifying a complex global marketplace with predictable results
  4. 4. Mission for Customer Information Management Strategic CIM should enable….. Business Agility – The capacity to identify and capture opportunities more quickly than rivals 4Pitney Bowes | Confidential | March 11, 2015
  5. 5. © 2013 Forrester Research, Inc. Reproduction Prohibited 5 Source: October 10, 2013, “Technology Management In The Age Of The Customer” Forrester report Why does it matter? Data makes this possible.
  6. 6. CIM: A New Approach is Required 6 Information Dynamics Exponential Changes in Data Dynamics Create New Challenges for the Business • While the dynamics of data have drastically changed CDM has remained the same (fixed schema, limited capacity, lengthy implementation) IM (no change) Customer Expectations The Age of the Customer Brings Infinitely Greater Expectations Upon your Business • To rise to the new challenge a fundamentally new approach is required (need for greater size, scope, speed, seamlessness)
  7. 7. Core Customer Data Data integration Data cleansing (data quality) Data supplementation (new data) Data enrichment (geocoding Single View of Customer Relationships Products and services Purchased Household Relationships Organizational Relationships Location Relationships Social Network Complete View of Customer Interactions Single view of Customer + relationships + all interactions Transactional Information with Business Applications Interactions Information from Social Media Sales, Billing, Customer center, Support, etc The Anatomy of a Customer Knowledge Graph Applying analytical capability to create insight Customer-centric Insights Explore Data Predict future behavior Optimize Interactions Anonymous Web & Mobile Interactions
  8. 8. The Challenge Pitney Bowes | CIM Positioning | March, 2015 8 Client Value? Every business unit and application needed data: “their way” Every business unit had applications that supported their LOB or Div. LOB 3 Div 2 Div 1 Div 3 LOB 4 Div 7 LOB 5 Div 8 Div 5 Div 6 LOB 2 LOB 1 Who is my best client? What did they buy? How much did they buy? What should we sell them? Difficult to Share Data Non-Standard Data Business needed answers: Customer duplicates generated due to lack of standardization and governance enforcement…
  9. 9. Impact to the Business Pitney Bowes | CIM Positioning | March, 2015 9 Business could not understand what customers were buying because no single view of customer was measurable. Customer • Sales • Ordering/Shipping/Returning/ Billing • Registration and enrollment • Services/Warranty/Repair • Taxing Jurisdictions Mobile Social In Store Contact Center Field Service Direct Sales Channel SalesWeb
  10. 10. 10 End-to-End Customer Information Management
  11. 11. Traditional Approach  Understanding is constantly evolving and dynamic  Multi-dimensional views enabled and searchable all at once in the right context  Instant Gratification X Rigid data models tied to RDBMS lack agility X Limited views force the business to know all the questions to ask up-front X Long implementation cycles
  12. 12. powered by Choosing Graph and Neo4j Started with graph databases and Neo4j in 2010 Early prototypes revealed key differentiators for MDM space Why Neo4j? Java Multi-platform High Performance ACID Market Leader Operational/Real-Time
  13. 13. powered by Neo4j Implementation – Pitney IP Visual schema management Visual Query builder Visual Data Discovery SOAP/REST web services Security features Integration with Spectrum dataflow paradigm Maintain metadata counts Concurrent access Multiple access modes Automatic deadlock recovery/retry NLP-inspired model browser Audit and history logging
  14. 14. powered by Best of Suite Information Management Platform approach must account for all key CIM functions: • Data Modeling • Data Integration • Data Quality • Data Enrichment • Master Data Management • Data Governance • Predictive Analytics • Data Federation
  15. 15. Model to your business 15
  16. 16. Orchestrate 16 Design and Iterate Publish Visualize Measure Pitney Bowes | April 16, 2015
  17. 17. Integrate and Federate Text Based CSV XML SharePoint Unstructured • MS Word • PDF • HTML • Excel • Other Big Data Cassandra Hive Hadoop MongoDB Couchbase HDFS Cloudera* Hortonworks* Relational Greenplum Teradata SAP Hana H2 Ingres MySQL Netezza PostgreSQL Oracle DB2 MSSQL Sybase … Applications Salesforce.com Siebel SAP Netsuite* MS Dynamics CRM* Google Spreadsheets ESRI Mapinfo Oracle Spatial MS SQL Spatial PostGIS HL-7 Cloud Amazon S3 MS Azure Amazon Redshift SimpleDB * Coming in Q2
  18. 18. Apply Data Quality and Process Governance 18 Spectrum Accounts, contacts and leads Standardize address Identify duplicates Validate address Append DUNS Exceptions Data steward process Salesforce Salesforce Operational scorecard Pitney Bowes | April 16, 2015
  19. 19. • Who is a high spender? • What is their propensity to buy? • Is the customer within my pre-defined Geo-fence? • How does it influence my marketing offers? • Who is both influential in their community & a high spender? • Which products would customers prefer that others “like” them have purchased? And Combine it with Insights
  20. 20. Visualize the Knowledge Graph
  21. 21. Search the Knowledge Graph Shows us as a contact at a commercial policy Shows up as a primary individual policy holder
  22. 22. Search the Knowledge Graph 22
  23. 23. Search the Knowledge Graph 23
  24. 24. Integrate the Knowledge Graph
  25. 25. Other key capabilities • Master-Slave architecture • Hot Back-up support • Full ACID-compliance • Role-based security at the entity, relationship or property level • Merge or Split hierarchies • SOA enabled services • Integrated DI, DQ, Stewardship • Built-in reporting and analytics • Rules-based event triggers 25
  26. 26. Benefits Agile and incremental approach not only supports getting up and running in a matter of weeks, but evolves as the business understanding evolves Fosters collaboration and trust between business and IT by enabling business SMEs to model to the business outcome and work with IT to source “trusted” data Delivers business value with access to timely and relevant information across silos, across domains and in context through knowledge graphs 26
  27. 27. Stay ahead of customer needs and preferences. Gaining an accurate picture of your customers’ preferred choices and behaviors is challenging in an increasingly digital world where customer data is fragmented, low-quality or incomplete. See how PB can help. http://www.pitneybowes.com/us/custo mer-information-management.html Pitney Bowes | January 14, 2015 27

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