SlideShare a Scribd company logo
Creating Customer-centric
Products using Big Data
From Too Late to Real-time in Financial
Services
Kriti Sharma
Head of Product, Real-time Analytics, Barclays
November 2015
2
Customers have access to more options than before, to succeed
retailers, businesses alike will need to flex to a new landscape of
personalisation and relevant engagement.
Next generation experiences are using omni-channel experiences to
drive customer satisfaction, loyalty, retention and growth and tackle
this new range of problems.
……Giving the right product, to the right customer, at the right time.
Intelligent Banking
3
Financial services need to disrupt the cycle in real-time to not miss the
moment….optimising every interaction with the customer.
Detecting opportunities in real time to engage in the
moments that matter…
Real-time Matters
4
The 20X Story
Our journey from being product-centric to customer-centric
Customer Small
Business
Corporates Start-ups
5
Profiling customers - who is most similar?
Jess Jane
Likes baking
Heavy metal fan
Accountant
Female
24 years old
24 years old
Male
Female
Salary = 35k
Goes to bars
Gym
Heavy metal fan
Gym
Goes to bars
Salary = 17k
Salary = 35k
Likes quiet
evenings in
Accountant
Plumber
39 years old
Appreciates
quality
Loves a
good deal Loves a
good deal
London
London
Manchester
Casual dress
Casual dress
Sophisticated
dress style
Joe
Lifestyle similarities Demographic similaritiesKey:
6
Social Data
@ӣ:%^?><:!;o)
7
Data Fusion
 Cybersecurit
y  Financial
Crime
 Fraud  Risk Marketing
Social Data
Application
Logs
Customer
interactions
Trades
Network
Traffic
Transactions
Analysis
Central Data
Engine :
Ingesting,
persisting,
processing,
servicing
in real-time
Ref : http://www.slideshare.net/fayyad
8
Data
Transformer
Reference Data
Model
Executor
Output
Dispatcher
Real time
Queue
Input
Adaptor
Output
Adaptor
Metadata
Fatafat: फटाफट
9
Fraud Prevention
Why fraud prevention is important?
• $16.3 billion in credit card fraud losses annually
• Fraud is growing more quickly than overall transaction value
• New types of fraud are one step ahead of existing solutions
How?
• Identify suspicious customers, merchants, and transactions by defining models
• Detecting activity in real time
• Triggering action
10
 Small team
 Seed money
 1 Use Case
Internal Network External Network Partnerships
Open Source at Barclays and Beyond
11
The Millennial Team
12
Join Us
Vision:
Data as a strategic asset that drives customer and client loyalty and business growth
Yasaman.hadjibashi@barclays.com |
kriti.sharma@barclays.com
Train
Work
Lead
Solve
Create
What do we offer?
In the latest open source, big data technologies like Hadoop, Spark, Scala
With top industry figures in Data, regular engagement with thought leaders
A diverse range of disruptive initiatives across the bank
Real, tough data challenges that impact millions of users
New revenue and growth opportunities for the businesses

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CREATING CUSTOMER-CENTRIC PRODUCTS USING BIG DATA - KRITI SHARMA

  • 1. Creating Customer-centric Products using Big Data From Too Late to Real-time in Financial Services Kriti Sharma Head of Product, Real-time Analytics, Barclays November 2015
  • 2. 2 Customers have access to more options than before, to succeed retailers, businesses alike will need to flex to a new landscape of personalisation and relevant engagement. Next generation experiences are using omni-channel experiences to drive customer satisfaction, loyalty, retention and growth and tackle this new range of problems. ……Giving the right product, to the right customer, at the right time. Intelligent Banking
  • 3. 3 Financial services need to disrupt the cycle in real-time to not miss the moment….optimising every interaction with the customer. Detecting opportunities in real time to engage in the moments that matter… Real-time Matters
  • 4. 4 The 20X Story Our journey from being product-centric to customer-centric Customer Small Business Corporates Start-ups
  • 5. 5 Profiling customers - who is most similar? Jess Jane Likes baking Heavy metal fan Accountant Female 24 years old 24 years old Male Female Salary = 35k Goes to bars Gym Heavy metal fan Gym Goes to bars Salary = 17k Salary = 35k Likes quiet evenings in Accountant Plumber 39 years old Appreciates quality Loves a good deal Loves a good deal London London Manchester Casual dress Casual dress Sophisticated dress style Joe Lifestyle similarities Demographic similaritiesKey:
  • 7. 7 Data Fusion  Cybersecurit y  Financial Crime  Fraud  Risk Marketing Social Data Application Logs Customer interactions Trades Network Traffic Transactions Analysis Central Data Engine : Ingesting, persisting, processing, servicing in real-time Ref : http://www.slideshare.net/fayyad
  • 9. 9 Fraud Prevention Why fraud prevention is important? • $16.3 billion in credit card fraud losses annually • Fraud is growing more quickly than overall transaction value • New types of fraud are one step ahead of existing solutions How? • Identify suspicious customers, merchants, and transactions by defining models • Detecting activity in real time • Triggering action
  • 10. 10  Small team  Seed money  1 Use Case Internal Network External Network Partnerships Open Source at Barclays and Beyond
  • 12. 12 Join Us Vision: Data as a strategic asset that drives customer and client loyalty and business growth Yasaman.hadjibashi@barclays.com | kriti.sharma@barclays.com Train Work Lead Solve Create What do we offer? In the latest open source, big data technologies like Hadoop, Spark, Scala With top industry figures in Data, regular engagement with thought leaders A diverse range of disruptive initiatives across the bank Real, tough data challenges that impact millions of users New revenue and growth opportunities for the businesses