The document details a roundtable session involving Cloudera, Platfora, and Kelley Blue Book (KBB), focusing on how KBB utilizes big data to enhance user engagement and analytics. Key figures from the organizations share their backgrounds and insights on leveraging customer data to improve marketing efficiency, optimize ad spend, and create a more personalized customer experience. The session highlights the transition from legacy data approaches to modern, real-time analytical methods for comprehensive customer understanding.

1. 1© Cloudera, Inc. All rights reserved.
How KBB uses Big Data to Increase
User Engagement Over 100%
Roundtable Session with Cloudera, Platfora
and Kelley Blue Book (Cox Automotive)

2. 2© Cloudera, Inc. All rights reserved.
Title: Senior Partner Marketing Manager
Bio:
• Currently manages ISV marketing engagement for
Cloudera’s top ISV Partners
• Over 15 years experience in Tech Industry
• Professional background includes 10 years in
sales & marketing roles at Intel, software
engineering and financial analysis.
• B.S. in Finance at Santa Clara University & studied
Computer Science at Chico State
Mike Moreno – from Cloudera

3. 3© Cloudera, Inc. All rights reserved.
Rob Rosen – from Platfora
Title: Senior Director, Partner Solutions
Bio:
• Leads Platfora’s Partner Solutions team
• Extensive experience with Hadoop and NoSQL
technologies
• Prior to Platfora, Rob led technical teams for
Hadoop distributor MapR Technologies, storage
innovator NetApp, security leader Check Point
Software and Unix pioneer at Sun Microsystems.
• B.S. in Electrical Engineering and Computer
Science from UC, Berkeley.

4. 4© Cloudera, Inc. All rights reserved.
Title: Senior Director of Enterprise Data Services
Bio:
• Over 25 years experience in IT
• Holds a Masters in Information Systems and MBA
• Focus areas include BI, Data Warehousing and Big
Data
• Professional industry background in Automotive,
Financial, Pharmaceuticals, Restaurants,
Entertainment, Healthcare and Manufacturing
Karen Simmons – from KBB (Cox Automotive)

5. 5© Cloudera, Inc. All rights reserved.
Title: Manager of Enterprise Data Services
Bio:
• Over 15 years experience in data engineering
• Worked on numerous initiatives including
traditional data warehousing and Big Data on
Hadoop
• Currently managing agile teams in Enterprise
Data Services supporting product and analytic
enablement
Eric Kim– from KBB (Cox Automotive)

6. 6© Cloudera, Inc. All rights reserved.
DRIVE CUSTOMER INSIGHTS
IMPROVE PRODUCT &
SERVICES EFFICIENCY LOWER BUSINESS RISKS
Data is Transforming Business
MODERNIZE ARCHITECTURE

7. 7© Cloudera, Inc. All rights reserved.
Real-time & Responsive Applications Across Industries
Financial Services Public Sector
Healthcare
Telecommunications
Retail
Customer retention,
network optimization
Anti-fraud,
anti-money laundering
Cyber security
Product recommendations Predictive Intervention,
Personalized medicine

8. 8© Cloudera, Inc. All rights reserved.
Challenges with legacy approaches to Customer 360°
Batch or highly latent
Limited, analytical, impersonal
Decision support
Summarized
Real-time or immediate
Responsive, operational, personal
Actionable & based on Machine
Learning
Granular – “Segment of One”
Legacy Approach Current Demands

9. 9© Cloudera, Inc. All rights reserved.
How to Iteratively Build a True Customer 360
Customer
Data Source
ID
ExperiencePurchase History
Add New Data SourceCommon IdentifierCurrent Source
Enterprise Data Hub
Security and Administration
Unlimited Storage
Process Discover Model Serve
Deliver A Use Case Enrich Your Profile
Location Clickstream
Continue to add new data sources iteratively to
enhance your customer profile with new use cases
Call center
Social Media Apps
External
Data
New Data Sources

10. 10© Cloudera, Inc. All rights reserved.
10
360-degree
Customer
Data Sources
• Transactions
• Site Metrics
• CRM
• Email
• Social
• Mobile
• Voice Of
Customer
• Data
Enrichment
Platfora for Customer Analytics
FAST, ITERATIVE CUSTOMER ANALYSIS, SEGMENTATION AND DISCOVERY
Analyze Multi-Channel Customer Behaviors
Identify patterns in the actions of users and machines not
possible with traditional BI solutions.
Stitch together all Customer
Touchpoints with self-service
data prep
Putting “you” in the UI so that you
can quickly prepare your own
datasets for discovery.
Discover high-value
Segments through
Interactive Visualization
Bring your analysis to life and
share it with rich, compelling
web-based visualizations.
ANALYSIS
DATA
PREP
ENRICHMENT
Export
segments for
personalization,
offers, and
retargeting

11. 11© Cloudera, Inc. All rights reserved.
SEGMENTS
Explore, organize and measure clusters
of users
Improve Marketing & Customer Experience
with Deep Segmentation
• Slice & dice populations by any combination
of attributes, behaviors, metrics, or cohort
• Augment the data model for use in external
tools or cross-silo behavioral analysis
• Extract for personalization
and retargeting

12. 12© Cloudera, Inc. All rights reserved.
BEHAVORIAL ANALYTICS
Identify patterns in the actions of
users and machines not possible with
traditional BI solutions
Detect, Understand & Act on Customer Behaviors
• Know not only what happened, but how
• Illuminate the most critical sequences and
stages in a customer journey
• Visually understand pathing analysis or
calculate attribution

13. 13© Cloudera, Inc. All rights reserved.
Kelley Blue Book: Optimizing Ad spend & Accelerating the
Path to Purchase
With Platfora, Kelley Blue Book analyzed its
website traffic, revenue, and advertising data to:
• Realize a 37% improvement in advertising efficiency
• Reduce Google keywords from 30 million to 3 million focused
keywords
• Uncover previously hidden relations between customer behavior
and effective ad placement

14. 14© Cloudera, Inc. All rights reserved.
Q & A
Senior Director of Enterprise Data
Services
KBB (Cox Automotive)
Senior Director of Partner Solutions
Platfora
Manager of Enterprise Data
Services
KBB (Cox Automotive)
Karen Simmons Rob Rosen Eric Kim

15. 15© Cloudera, Inc. All rights reserved.
How to Get Started
Test Drive Platfora Software Define a Hadoop ProjectLearn more about Hadoop

16. 16© Cloudera, Inc. All rights reserved.
Thank you!
For more information, check out
www.cloudera.com