The document discusses Actian's Clear Path Program which aims to help companies accelerate their customer analytics ROI through the use of pre-built analytics blueprints. The program provides blueprints, workflows, and workshops to help customers address challenges in areas like customer profiling, segmentation, lifetime value, campaign optimization, and churn analysis. It also describes Actian's Analytics Center of Excellence which develops the blueprints by applying data science expertise to real-world problems. Example use cases are provided that demonstrate how the blueprints can help optimize campaigns, ad placement, and increase revenues.

1. Jump Start your Analytics
Investments and Accelerate
Your Customer Analytics ROI
Christy Maver, Global Product Marketing Director, Actian Analytics
Joshua Poduska, Sr. Business Analytics Consultant, Actian Analytics Center of Excellence
August 27, 2014
Confidential 1 © 2014 Actian Corporation

2. Christy Maver
Global Product Marketing Director,
Actian Analytics
Joshua Poduska
Sr. Business Analytics Consultant,
Actian Analytics Center of Excellence
Confidential 2 © 2014 Actian Corporation

3. Agenda
1. Introductions
2. Actian Big Data 2.0
Clear Path Program
3. Blueprints:
Customer Analytics
4. Blueprint Demo
5. Questions
Confidential 3 © 2014 Actian Corporation
All lines are muted
To ask a question, use
Chat or Q&A panel
Recording will be made
available

4. Delivering Transformational Value Requires Measuring
Business Outcomes with Relevant KPIs
Confidential 4 © 2014 Actian Corporation
Transformational Value
Customer
Delight
Disruptive New
Business Models
Increase
Customer Loyalty
Retain High
Value Customers
Improve Supply
Chain Management
Plan/Optimize
Product Pricing
• Customer satisfaction
surveys
• Customer intent to
repurchase
• Net Promoter Scores
• Overall Satisfaction
• Brand Attributes
• Benchmarks (internal
and external
• Order fulfillment times
• Inventory to sales ratio
• Inventory Accuracy
• Back order/ Perfect
Order rate
• Rate of return
• Top line revenue
numbers
• Direct Price
• Price relative to
competition
• Total cost to customer
(relative to
competition)
• Average customer
duration with company
• Retention rates
• Percent of repeat
customers
• Percent of new business
from repeat customer
• Percent of revenue
from existing customers
Business
Outcomes
KPIs

5. Confidential 5 © 2014 Actian Corporation
Time
Journey to Best in Class Analytics
Value
Proactive
Discover and
Predict Performers
Reactive
Static Monitor and Alert Followers
Report and Drill-down
Laggards
Dynamic
Analytics-enabled
business processes
Innovators

6. Analytics Projects are Stuck in the Lab
% of Analytics Projects in Production
Confidential 6 © 2014 Actian Corporation
30%
70%
In Production Non Production
% of Analytics Projects with Use
40%
Case
60%
Use Case No Use Case

7. The Big Data 2.0 Clear Path Program Provides a Jump
Start to Accelerate Analytics ROI
Clear Path packages the data science expertise from
Actian’s Analytics Center of Excellence in the form of
analytics blueprints to jump start analytics projects.
Confidential 7 © 2014 Actian Corporation

8. What is the Clear Path Program?
Helps you address big data analytics challenges by laying out a
clear path and accelerating you along your analytics journey
• Continually increase the accuracy of decision-making
• Discover things well in advance of the competition
• Address skills gap by packaging pre-built workflows and expertise of
Actian’s data scientists
Delivers Analytics Blueprints, created by the Actian Analytics
Center of Excellence, backed by the Actian Analytics Platform
• Validated approaches to real-world big data problems
• Stepwise methodology incorporating advanced analytics
• Starting points for deeper analysis, better accuracy
• Covers the full analytics processes
• Delivers faster time to value, increased accuracy, deeper discovery
Confidential 8 © 2014 Actian Corporation

9. Clear Path Program Deliverables
The Clear Path Program delivers:
A blueprint diagram that lays out the methodology
A blueprint workflow you can use with their own data
A workshop on how to apply the blueprints based on your
unique problems and data sets
Confidential 9 © 2014 Actian Corporation

10. The Actian Analytics Center of Excellence Provides Data
Science Expertise Against Real-World Big Data Problems
Team of experienced data scientists and analytics platform experts
that help organizations realize extreme value from Big Data analytics
■ Implement solutions for optimal performance and scalability
in multi-threaded environment
■ Develop next-generation multifaceted solution architectures
(including Hadoop, MPP, graph DB)
■ Conduct analytics workshops to jump-start clients
■ Provide thought leadership on breakthrough analytics
derived from Big Data
■ Develop Big Data analytics blueprints based on real-world
customer engagement
Confidential 10 © 2014 Actian Corporation

11. Big Data 2.0 Clear Path Program:
Customer Analytics Blueprints
Customer Profile: Create a 360-degree view of customer
Micro-Segmentation: Create segments of one
Customer Lifetime Value: Discover and cultivate high-value
customers
Next Best Action: Predict and influence customer decisions
Campaign Optimization: Rapidly build and refine
campaigns
Churn Analysis: Prevent high-value customers from leaving
Market Basket Analysis: Uncover hidden profitability
Industry-specific blueprints will follow, starting
with Healthcare and Financial Services
Confidential 11 © 2014 Actian Corporation

12. Big Data 2.0 Clear Path Program:
Customer Analytics Blueprints
The Customer Analytics Blueprints help you
■ Understand customers better, down to an individual level
■ Improve and deepen customer engagement and relationships
■ Predict and influence customer behavior
 Which ultimately leads to increased wallet and market share.
Confidential 12 © 2014 Actian Corporation

13. Measure, Monitor and Manage Business Outcomes with
Relevant KPIs
Confidential 13 © 2014 Actian Corporation
Transformational Value
Customer
Delight
Disruptive New
Business Models
Increase
Customer
Satisfaction / Loyalty
Improve Supply
Chain Management
• Customer satisfaction
surveys
• Customer intent to
repurchase
• Net Promoter Scores
• Overall Satisfaction
• Brand Attributes
• Benchmarks (internal
and external
• Order fulfillment times
• Inventory to sales ratio
• Inventory Accuracy
• Back order/ Perfect
Order rate
• Rate of return
Business
Outcomes
KPIs
Increase
Campaign Revenue
• Top line revenue
numbers
• Percent of sales
from campaign
• Responses to
campaign
• Number of inquiries
related to campaign
• Campaign
promotion views
• Revenue generated
from campaign
Minimize Campaign
Costs
• Marketing spend
numbers
• Cost per action
• Conversion rate
• Cost per conversion
• Percent of
marketing budget
• Ratio of campaign
cost to campaign
revenue

14. Increase Revenues from Ad Optimization
10,000 customer segments & 50,000 attributes recalculated 20X a day;
plus more than 300,000,000 daily ad optimizations
Confidential 14 © 2014 Actian Corporation
“[We only have] a matter of minutes to serve up
ads to people who have demonstrated an interest
in travel before they book. Going from hours to
minutes on segment creation and publishing is a
huge win for us.”
CTO, Leading Internet
Corporation
Rapid data analysis of 183 million
users of 180 countries in 40
languages
Banner ads automated based
on live conversations
Optimized media placement across
10B media impressions per month,
regularly delivering 10,000
segmentations in 24 hours
Scaled to 80Tb of data in-memory.
24/7 ad hoc reporting for 400
million unique users

15. Big Data 2.0
Campaign Optimization Blueprint
Mobile Device Data in
Hadoop
CONNECT ANALYZE ACT
API Level
Connection
to CRM
Database
Level
Connection
Connect to HDFS
Connect to HDFS
Confidential 15 © 2014 Actian Corporation
Projected
Product
Supply
Connect to Text
Customer
Near- Term
Value Scores
Customer Match
Join
Derive
Aggregate
Prepare
Optimized
Customer List
Business Rule
Triggers
Optimize
Outbound
Marketing
with Targeted
Customer
Lists
Build
Customer
Profile
Aggregate
and
Discover
Product
History by
Customer
Customer Match
Join
Derive
Aggregate
Prepare
Web Behavior
Capture Campaign
Rules and Objectives
Account Info and
Demographics
Transaction
History
Real- Time Digital
Media Feeds
Marketing
Automation
Increase
Campaign Revenue
Improve Supply
Chain Management
Web Activity
Mobile Behavior
Quantify
Social Activity
API Level
Connection to
Marketing
Automation
Minimize
Campaign
Costs
Minimize Campaign
Costs
Increase
Customer Satisfaction /
Loyalty

16. Reference Architecture for Campaign Optimization
CONNECT ANALYZE ACT
API
CONNECTOR
DATABSE
CONNECTOR
CONNECTOR
CONNECTOR
CONNECTOR
Web Activity
Confidential 16 © 2014 Actian Corporation
ANALYTICS DATABASE QUERY
DATABASE CLUSTER/SERVER
DATAFLOW ENGINE
OPTIMIZED CUSTOMER
LIST
CUSTOMER MATCH
JOIN
DERIVE
AGGREGATE
PREPARE
OPTIMIZE OUTBOUND
MARKETING WITH
TARGETED CUSTOMER
LISTS
PROJECTED PRODUCT
SUPPLY
HADOOP CLUSTER/YARN
VISUALIZATION
REPORTING
ANALYTICAL
TOOLS
AND APPS
HDFS/NFS
LOW LATENCY QUERY
HDFS
HDFS
TEXT
INTEGRATION SERVER BI SERVER
CRM Account Info
and Demographics
EDW Transaction
History
API
CONNECTOR
HDFS API
DATA BLENDING AND ENRICHMENT
INTEGRATION
ENGINE
ACTIAN ANALYTICS PLATFORM
ADVANCED ANALYTICS
Mobile Device Data in
Hadoop
Real- Time Digital
Media Feeds
Marketing
Automation
Increase
Campaign Revenue
Minimize
Campaign
Costs
Minimize Campaign
Costs
Increase
Customer Satisfaction /
Loyalty
Improve Supply
Chain Management
CUSTOMER
NEAR- TERM VALUE SCORES

17. Get started today!
www.actian.com/customer-analytics
1
2 Request a blueprints workshop :: analytics@actian.com
Confidential 17 © 2014 Actian Corporation

18. Thank You
www.actian.com
facebook.com/actiancorp
@actiancorp
Confidential 18 © 2014 Actian Corporation