As consumer and business buying behaviors continually evolve, it’s become more challenging than ever to acquire, retain, and create happy customers. The good news is that the key to building successful customer relationships exists within the customer interactions that are captured in the form of big data. This presentation explores how Tableau paired with Cloudera's distribution of Hadoop will help marketers reveal customer insights that traditional technologies miss. Learn: -How Hadoop enables organizations to build a richer customer 360 profile -How Cloudera and Tableau are empowering marketers to become data-driven -How to use Tableau to reveal unknown leading indicators of customer churn

1. 1© Cloudera, Inc. All rights reserved.
Tableau + Cloudera =
Marketers’ Dream
How Big Data Can Help Marketers Improve Customer
Relationships

2. 2© Cloudera, Inc. All rights reserved.
Agenda
• Introductions
• Brief Market Overview
• How Cloudera & Apache Hadoop
Helps Marketers
• Tableau Demo
• Live Q&A
Speakers

3. 3© Cloudera, Inc. All rights reserved.
External factors are making it harder to market.
Personalized emails improve
click-through rates by 14%, and
conversion rates by 10%.
(Aberdeen Group)
Fortune 500 turnover rate is
accelerating.
(Wired Magazine)
57% of the buying cycle is
completed before prospects
speaks to your company.
(CEB)
Personalization Expected Dynamic Markets Digital Landscape
Trends Driving Change

4. 4© Cloudera, Inc. All rights reserved.
3 years ago, Gartner predicted that by 2017
CMOs will spend more money on IT than CIOs.

5. 5© Cloudera, Inc. All rights reserved.
Investment Leads to Complex Landscape
1,876 purpose built
technologies, each with
their own data volume or
variety constraints.

6. 6© Cloudera, Inc. All rights reserved.
Marketing your business requires a
modern data and analytics strategy.

7. 7© Cloudera, Inc. All rights reserved.
Operational efficiency architecture
The technical challenges
Traditional Architecture
Load
Ingest
Data Sources
Internal Database
3rd Party Systems Users
Structured
Data
Serve
Serve
Marketing CRM Support
Analytic Rigidity1
Privacy & Security Issues2
Data Latency3
Data Siloes4

8. 8© Cloudera, Inc. All rights reserved.
Introducing Cloudera’s Enterprise Data Hub
powered by Apache Hadoop
• One place for unlimited data
• Unified data access
• Fast, easy, and secure

9. 9© Cloudera, Inc. All rights reserved.
Operational efficiency architecture
The new way forward
Modern Architecture
Serve
Ingest
Data Sources Enterprise Data
Hub
Applications Users
Structured
Data
Serve
Serve
Unstructured
Data
3rd Party Systems
EDH
Tableau
Shell
HUE
Serve
Data Scientist/
Data Analyst
Business User
Serve
Analytic Agility1
Consolidated Security2
Batch & Stream Processing3
Open Unified Data
(Structured & Unstructured)
4

10. 10© Cloudera, Inc. All rights reserved.
One secure platform to…
• Optimize Campaign Investments
• Create Personalized Experiences
• Understand Customer Loyalty
Cloudera’s Enterprise Data Hub for Marketing

11. 11© Cloudera, Inc. All rights reserved.
The Cloudera and Apache Hadoop difference…
Optimize
Campaign
Investments
Create
Personalized
Experiences
Understand
Customer
Loyalty
Ingest Any Data
Securely Keep
Historic Data
Interactive Self-
Service Analysis
MarketingInitiative
Platform Capabilities

12. 12© Cloudera, Inc. All rights reserved.
Magnify delivers a
self-serve, 360-degree
customer view to
Fortune 100 clients
like Chrysler, DuPont
& Ford.

13. 13© Cloudera, Inc. All rights reserved.
The Cloudera and Apache Hadoop difference…
Optimize
Campaign
Investments
Create
Personalized
Experiences
Understand
Customer
Loyalty
Ingest Any Data
Securely Keep
Historic Data
Interactive Self-
Service Analysis
Micro Segment Audience
Leverage Data
Immediately
Serve Recommendations
at Scale
MarketingInitiative
Platform Capabilities

14. 14© Cloudera, Inc. All rights reserved.
Luxury department
store delivers a
personalized, virtual
shopping experience
that mirrors its in-
store service.

15. 15© Cloudera, Inc. All rights reserved.
The Cloudera and Apache Hadoop difference…
Optimize
Campaign
Investments
Create
Personalized
Experiences
Understand
Customer
Loyalty
Ingest Any Data
Securely Keep
Historic Data
Interactive Self-
Service Analysis
Micro Segment Audience
Leverage Data
Immediately
Serve Recommendations
at Scale
Enrich Customer Profile
Complete Data
Access
Real-Time
Monitoring
Raw Data
Enriched
Data
Trusted Data
MarketingInitiative
Platform Capabilities

16. 16© Cloudera, Inc. All rights reserved.
Casino operator
maximizes marketing
ROI with a 360-degree
global customer view.

17. 17© Cloudera, Inc. All rights reserved.
One data and analytics platform for all future
marketing initiatives.
Optimize
Campaign
Investments
Create
Personalized
Experiences
Understand
Customer
Loyalty
Ingest Any Data
Securely Keep
Historic Data
Interactive Self-
Service Analysis
Micro Segment Audience
Leverage Data
Immediately
Serve Recommendations
at Scale
Enrich Customer Profile
Complete Data
Access
Real-Time
Monitoring
Raw Data
Enriched
Data
Trusted Data
e-commerce
e-commercee-commerce
e-commerce
e-commerce
MarketingInitiative
Platform Capabilities

18. 18© Cloudera, Inc. All rights reserved.
Share and
strengthen the
customer 360
profile with every
analytic cycle.
Analyze,
Enrich
Act,
Recommend
Collect,
Create
1
2
3

19. 19© Cloudera, Inc. All rights reserved.
Tableau Demo

20. Tableau’s Mission
Help people
see and understand
their data

21. Let’s take a look.

22. 22© Cloudera, Inc. All rights reserved.
Q&A

23. 23© Cloudera, Inc. All rights reserved.
Visit…
www.cloudera.com/live

24. 24© Cloudera, Inc. All rights reserved.
Thank you.