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OpTier Webinar 12/12/12


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OpTier Webinar 12/12/12

  1. 1. www.optier.comSegment, Explore, React, Profit:Big Data Analytics for Customer InsightDecember 12, 2012 v. 3a © 2012 OpTier. All rights reserved.
  2. 2. www.optier.comOverview and Definitions The common approach to segmentation is through clickstream data or custom developed solutions Clickstream data is too simplistic and custom solutions require guesswork and are static and inflexible The root cause of the problems is poor data Collecting data with “context” solves the problems OpTier can help collect business data with “context” Big Data Analytics is the process of storing large amounts of data, performing analytics on those data, and providing real business benefit. It is NOT solely data generated by social media outlets Transaction refers to any business process that is supported by applications or systems. Examples include “make payment,” or “checkout,” or “search” Context is the “who”, “what”, “where” information associated with a transaction - also referred to as meta-data.
  3. 3. www.optier.comSegmentation Challenge 1: Clickstreams are too simplisticClickstream tools provide pre-defined groups that are easy to find (east vs. west coast)and used by everyone. Success is completely dependent upon the vendor guessingwhat your segments are. The Impact It is very expensive (or impossible) to customize, and you cannot experiment to find groupings that are relevant to you. 3
  4. 4. www.optier.comSegmentation Challenge 2: Custom GuessworkThese groupings are a point in time – they get stale or change dynamically.In order for IT to determine what data need to be collected,business has to pre-define their use cases and makeassumptions around what segmentation groups areimportant.The ImpactYou don’t have the ability to let the data drive segmentation from thebeginning, and collecting new data will often involve applicationchanges, making it very expensive to make changes if you are wrong. 4
  5. 5. www.optier.comSegmentation Challenge 3: Static and Inflexible GroupsEven if you correctly guess the data that IT needs to collect, businesses and customerbehavior changes rapidly. Static groups defined by business are only valid for a point intime.A customer segmentation strategy that involves analyticstools that are decoupled from an IT-driven data collectionprocess, will not provide the agility to keep up with change.The ImpactYou don’t have the ability to let the data drive segmentation from thebeginning, and collecting new data will often involve applicationchanges, making it very expensive to make changes if you are wrong. 5
  6. 6. www.optier.comHow Transactional Data Captured in Context Helps Solve These Problems Segmentation Challenge OpTier Big Data Analytics Solution Simplistic Go beyond the browser! Don’t rely on 3rd party software vendors to tell you what segmentation groups are important to your business. Let your transactional data drive your segmentation. Custom Guesswork OpTier collects and store all transaction instances and provides business users direct access to experiment with data, “test” new segmentation groups, and re-define segmentation as needed based on the data being collected. Static and Inflexible Go beyond the browser! Many tools can do click-stream analysis, but most of your critical business data is inside the application. OpTier opens this data up to you. Ask the wrong questions! Analytics, including customer segmentation is an experimental, trial and error process. OpTier gives you flexibility on the data you collect and how it is analyzed in real time, without the dependency and expense of IT. 6
  7. 7. www.optier.comWhy is it like this? Because of how data gets generated. 7
  8. 8. www.optier.comIn the real world, multiple processes are initiated…. 8
  9. 9.… and data is inconsistently organized and stored in silos. 9
  10. 10. www.optier.comWhich Leads to Vast Amounts of Effort in Prep& the core reason why it’s hard to be flexible Typical BI/BA Effort Source: Gartner (March 2012) Typical analytic process using CRISP-DM, the cross-industry standard process for data mining methodology 10
  11. 11. www.optier.comThe OpTier Perspective The key to segmentation is establishing business context in as near real-time as possible in order to capture: WHO End user and customer data WHAT What were the user actions and behaviors WHERE Location and access points HOW Device type, channel, formats, TRX path, etc. WHEN Timings, frequency, etc. WHY Unique business data SERVICE Success / failure, abandon, follow-up … across the entire customer interaction, and across the entire end – end business service 11
  12. 12. www.optier.comOpTier Big Data Analytics • Creates a new and continually updated data set of transactions in real time, that has "in the moment" information about the customer • Blend transactional data with your traditional customer static database • Slice and dice customer behaviors • Instance storage • Easy to use analytics tools and dashboards to give business users crucial information without a lot of work 12
  13. 13. www.optier.comData Capture – Context Building Big Data Store Web User Experience Internal Data Business Outcomes Mobile User Classification Device 13
  14. 14. www.optier.comActive Context Tracking TM  Business Service Performance  Business Service Analytics Common Transaction Dimensions  End User Experience Application – Online Banking  Root Cause and Tier Deep Dive  Real-time Transaction Discovery & Flow Type – Get Balance  SLA Management, Alerting, Reporting User – A.Gold55  Cross Tier Latencies Network Origin –  End – End Application Performance All Transactions, All The Time Tier 11 Tier Tier …N Tier 2 Tier 2 Think of OpTier’s Active Context Tracking like a TX “FedEx for Transactions”, in which we stamp a unique identifier to the transaction. 14
  15. 15. www.optier.comDemonstration • Creating an enhanced customer data set with real-time flows of data and third party data • Including business relevant indicators and statistics into traditional customer behavior dashboards. • Extracting the true meaning of customer behaviors by looking deeper in to the infrastructure • Removing the division between your analytics process and your visualization/reporting process. • Re-segmenting your customers in real-time, using your own business rules • Re-segmenting your customers from the original instance data, not aggregated statistics 15
  16. 16. www.optier.comCustomer Segmentation Without OpTier External Accounts Internal Accounts Net Worth Update Service Main Frame Web Reporting Toolset CRM Customer Segment User Data Aggregator ETL Tool Business Forms Toolset Web Txn Aggregator Click Stream Web Service Adapter Click Stream Data Provider Web Portal Mid Tier Services Back End 16
  17. 17. www.optier.comOpTier BDA Solution Web Portal Customer CRM Mid Tier Services Context Builder Designer Real-time Big Data Store Analytics Engine Build Workflows classification and Build Dashboards assembly Explore Data Web Dashboard Back End Services Net Worth Services 17
  18. 18. www.optier.comAbout OpTierOpTier’s patented Active Content Tracking Over 3 Billion Transactions Every Daytechnology has been creating transactions, collectingdata, and providing analytics since 2005.Recently, we introduced OpTier Big Data Analyticsthat leverages our 8 year history while solving newchallenges that exist today with Big Data.Learn More• Request a 1-on-1 demonstration on our website at• Learn more about OpTier by visiting our blog at• Stay connected with Optier on Facebook, LinkedIn, Twitter and YouTube! 18