The document discusses using a graph database foundation for customer information management. It outlines how traditional approaches using rigid SQL databases lack agility and require long implementation cycles. A graph database like Neo4j allows for a more flexible data model that can be visually modeled to the business and provide multi-dimensional, contextual views of customer data. It also discusses how the graph database can integrate diverse data sources, apply data quality processes, and provide insights through querying and visualization of the knowledge graph.

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. 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. 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. 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. © 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. 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. 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. 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. 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
End-to-End Customer Information Management

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. 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. 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. 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. Model to your business
15

16. Orchestrate
16
Design and Iterate Publish
Visualize Measure
Pitney Bowes | April 16, 2015

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. 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. • 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. Visualize the Knowledge Graph

21. Search the Knowledge Graph
Shows us as a
contact at a
commercial policy
Shows up as a
primary individual
policy holder

22. Search the Knowledge Graph
22

23. Search the Knowledge Graph
23

24. Integrate the Knowledge Graph

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. 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. 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