Speaker: Yu Hua Lim, Solutions Architect, ASEAN, AWS Customer Speaker: Vasanth Kumar, Head of Software Engineering, NTUC Link Pte Ltd Hear how local enterprise customers deliver business impact with AWS Analytics and Big Data services. We will cover data monetisation, creation of net new revenue streams, and agility in experimentation.

1. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Realising Business Value with
AWS Analytics services
Yu Hua Lim
Solutions Architect
Amazon Web Services
Vasanth Kumar
Head of Software Engineering
NTUC Link

2. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
What is Business Value?
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.

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Value Chain
Logistics Marketing
& Sales
Operations Service
Primary Activities
Procurement
Technology
Human Resources
Infrastructure
Support
Activities

4. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Diagnostic
Descriptive
Predictive
Prescriptive
Cognitive & AI
NowValue
Finding Value from your Data is a Journey
Analytics
Maturity
What’s
happening?
Why it
happened?
What will
happen?What should
I do?
What I
missed?

5. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Why should we
rethink what we
mean by data
and analytics?

6. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
This is data

7. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
This is data

8. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
This is data
Skip the trip.
one-hour delivery
Exclusively for Amazon Prime Members

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Reporting, analysis, and planning are not going away
OLTP ERP CRM LOB
Data warehouse
Business
intelligence
Effort
Experiments
?
Agility
Security

10. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
For data to be a differentiator, you need to be able to …
Capture non-relational data
Democratize access
Security and governance
Enable data science at scale
Facilitate experimentation
New types of analytics
New types of data
Dashboards Predictive Image
recognition
Natural
language
Real-time

11. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Rethinking data:
Example #1
Timeliness

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Process Data and
Gain Insights
Whenever You
Need
Ingest video &
data as it’s
generated
Process data
on the fly
Real-time
analytics/ML,
alerts, actions

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When do we need timely data?
Security
Monitoring
Industrial
Automation
Customer
Experience
IoT Device
Monitoring
Log
Analytics
Fraud
Detection

14. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Collect Process and Analyse data in real-time
Amazon Kinesis
Real-time
Fully managed
Scalable
Secure
Cost effective
EMR/Spark
Custom code on EC2
Amazon S3
Amazon
Redshift
Splunk
Ingest,
store data
streams
Kinesis
Data
Streams
Kinesis
Data
Analytics
Aggregate,
filter,
enrich data
Kinesis
Data
Firehose
Egress
data
streams
AWS Lambda
Amazon
Elasticsearch

15. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Rethinking data:
Example #2
Relevancy

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What are the types of data you might need?
Web portals for
consumers,
advisors/agents
Mobile apps for
consumers,
advisors/agents
Chatbots, voice
commands,
Alexa Skills
Email, text
alerts, push
notifications
Contact center
customer
service
Smart
devices

17. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Customers want to easily …
check a transactional status
secure, access, and monitor their data
receive instant notifications or alerts
get timely, personalized messages
Being right about
the conversation you
have,
the audience you
target,
and the place &
time you choose
to interact

18. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
How can we build new
types of applications that
can leverage timely and
relevant data?
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.

19. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Digital Transformation
@ NTUC Link
Vasanth Kumar
Head of Software Engineering
NTUC Link

20. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
2.1 million members
Singapore's favourite rewards
programme
162K
transactions daily
$4 billion
spend at merchants annually
1,200
partner retail outlets
$40 million
savings and benefits to members annually
Award 2x LinkPoints
$1,200 x 2 = 2,400 LinkPoints
Conversion
150 LinkPoints = $1
Shop
$1,200
Earn
2,400
LinkPoints
Redeem
2,400
LinkPoints

21. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Digital Transformation @ NTUC Link
3
2
1
DATA
IT INFRASTRUCTURE
DIGITIZE CORE PROCESSES
DIGITIZE EXTERNAL
STAKEHOLDER
INTERFACES
SCALE BUSINESS
THROUGH DATA
INSIGHTS
CUSTOMERS

22. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Plus! Mobile
User
Events
Tealium
Braze
Kochava
GA
Amazon Kinesis
(Event Stream)
Amazon S3
(Data Lake)
Amazon Redshift
(Warehouse)

23. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Campaign Management Platform
User Events Amazon Kinesis
Plus!
Mobile
Amazon
S3
Amazon
Redshift
Amazon RDS
(Campaign DB)
Marketing
Members
Campaign
Management
Platform
Loyalty
Engine
CRM
Channels

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recruitment@ntuclink.com.sg
Outcomes & Learnings
Outcome Learning
Targeted
Communications
Scalable
Cloud Platform
Discover
Deals and Rewards
360°
Member View
Omni-Channel
Strategy
Spend Behaviour
Insights

25. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Thank you!
S U M M I T © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Vasanth Kumar
Head of Software Engineering
NTUC Link

26. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Extracting Business Value - The flywheel of data
Better
decisions
Better
products
More
users
More
data
Governed
data lake
on AWS
Data
WH
Machine
learning
Real-time
analytics

27. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Ready to build better business from your data?
Build simple
data pipelines
that allow you
to test new
ideas, and fill
your data lake
Ask our solution
architects and
professional
services teams
to help you
build
Short list
projects that
directly impact
your customer
engagement
and adoption

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Thank you!
S U M M I T © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Yu Hua Lim
yhlim@amazon.com
Vasanth Kumar
vasanth@ntuclink.com.sg