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1: Bối cảnh Digital Transformation
+ Năng lực (con người) phát triển tuyến tính


+ Công nghệ phát triển theo hàm mũ
#BCG Digital Transformation Framework
* Số Hoá Core Domain


* Số Hoá Quy trình Tăng trưởng


* Con người và Tổ chức
#BCG Digitize Core Building Blocks
* Data & Analytics


* ML/DL


* Blockchain
Credit
#BCG Digitize Core Building Blocks - Domain Driven
* Business Model Canvas


* Customer Journey


* Event Storming


* Aggregate
Credit
#BCG Digital Transformation Framework
* Data & Analytics


* ML/DL


* Blockchain
#BCG Digitize Core Building Blocks
* Apache Family


* Domain-Driven Data
Architecture
Credit
Technology is ready. Business needs domain experts to drive the implementation.
1. Modern Business Intelligence Blueprint
Query and Processing
Output
Predictive
Historical
Storage
Sources
Ingestion and
Transformation
OLTP Databases
via CDC
Connectors
(Fivetran, Stitch,
Matillion)
Dashboards
(Looker, Superset,
Mode, Tableau)
Embedded
Analytics
(Sisense, Looker,
cube.js)
Augmented
Analytics
(Thoughtspot, Outlier,
Anodot, Sisu)
App Frameworks
(Plotly Dash, Streamlit)
Custom Apps
Ad Hoc Query
Engine
(Presto, Dremio/
Drill, Impala)
Real-time
Analytics
(Imply/Druid, Altinity/
Clickhouse, Rockset)
Applications/ERP
(Oracle, Salesforce,
Netsuite, ...)
Data Modeling
(dbt, LookML)
Spark Platform
(Databricks, EMR)
Databricks/
Delta Lake, Iceberg,
Hudi, Hive Acid
Parquet,
ORC, Avro
Python Libs
(Pandas, Boto,
Dask, Ray, ...)
Event Streaming
(Confluent/Kafka,
Pulsar, AWS Kinesis)
Stream
Processing
(Databricks/Spark,
Confluent/Kafka, Flink)
Metadata
Management
(Collibra, Alation, Hive,
Metastore, DataHub, ...)
Quality and Testing
(Great Expectations)
Entitlements
and Security
(Privacera, Immuta)
Observability
(Unravel, Accel Data,
Fiddler)
Batch Query
Engine
(Hive)
Event Collectors
(Segment, Snowplow)
Workflow
Manager
(Airflow, Dagster,
Prefect)
3rd Party APIs
(e.g., Stripe)
File and Object
Storage
Logs
Data Lake
Data Warehouse
(Snowflake, BigQuery, Redshift)
Data Science Platform
(Databricks, Domino, Sagemaker, Dataiku,
DataRobot, Anaconda, ...)
Data Science and ML Libraries
(Pandas, Numpy, R, Dask, Ray, Spark, ...
Scikit-learn, Pytorch, TensorFlow, Spark ML, XGBoost, ...)
S3, GCS,
ABS, HDFS
2. Multimodal Data Processing Blueprint
Query and Processing
Output
Predictive
Historical
Storage
Sources
Ingestion and
Transformation
OLTP Databases
via CDC
Connectors
(Fivetran, Stitch,
Matillion)
Dashboards
(Looker, Superset,
Mode, Tableau)
Embedded
Analytics
(Sisense, Looker,
cube.js)
Augmented
Analytics
(Thoughtspot, Outlier,
Anodot, Sisu)
App Frameworks
(Plotly Dash, Streamlit)
Custom Apps
Ad Hoc Query
Engine
(Presto, Dremio/
Drill, Impala)
Real-time
Analytics
(Imply/Druid, Altinity/
Clickhouse, Rockset)
Applications/ERP
(Oracle, Salesforce,
Netsuite, ...)
Data Modeling
(dbt, LookML)
Spark Platform
(Databricks, EMR)
Databricks/
Delta Lake, Iceberg,
Hudi, Hive Acid
Parquet,
ORC, Avro
Python Libs
(Pandas, Boto,
Dask, Ray, ...)
Event Streaming
(Confluent/Kafka,
Pulsar, AWS Kinesis)
Stream
Processing
(Databricks/Spark,
Confluent/Kafka, Flink)
Metadata
Management
(Collibra, Alation, Hive,
Metastore, DataHub, ...)
Quality and Testing
(Great Expectations)
Entitlements
and Security
(Privacera, Immuta)
Observability
(Unravel, Accel Data,
Fiddler)
Batch Query
Engine
(Hive)
Event Collectors
(Segment, Snowplow)
Workflow
Manager
(Airflow, Dagster,
Prefect)
3rd Party APIs
(e.g., Stripe)
File and Object
Storage
Logs
Data Lake
Data Warehouse
(Snowflake, BigQuery, Redshift)
Data Science Platform
(Databricks, Domino, Sagemaker, Dataiku,
DataRobot, Anaconda, ...)
Data Science and ML Libraries
(Pandas, Numpy, R, Dask, Ray, Spark, ...
Scikit-learn, Pytorch, TensorFlow, Spark ML, XGBoost, ...)
S3, GCS,
ABS, HDFS
3. AI and ML Blueprint
Clients
Data Sources
(Data lake +
data warehouse +
streaming engine)
Data Labeling
(Labelbox, Snorkel,
Scale, Sagemaker)
Dataflow Automation
(Airflow, Pachyderm, Elementl, Prefect, Tecton, Kubeflow)
Query Engines
(Presto, Hive)
Feature Server
(Tecton, Cassandra)
Compiler
(TVM)
Feature Store
(Tecton)
Data Science
Libraries
(Spark, Pandas,
NumPy, Dask)
Experiment
Tracking
(Weights and
Biases, Comet,
MLflow)
Model
Registry
(Algorithmia,
MLflow,
Sagemaker)
Visualization
(Tensorboard,
Fiddler)
Model Tuning
(Sigopt, hyperopt,
Ray Tune)
ML
Framework
(Scikit-learn,
XGBoost, MLlib)
DL
Framework
(TensorFlow, Keras,
PyTorch, H2O)
Model
Monitoring
(Fiddler, Arthur,
Arize)
Distributed
Processing
(Spark, Ray, Dask,
Distributed TF,
Kubeflow,
Horovod)
RL Libraries
(Gym, Dopamine,
RLlib, Coach)
Data Science Platform
(Jupyter, Databricks, Domino, Sagemaker, DataRobot,
H2O, Colab, Deepnote, Noteable)
Model Inference
Model Training and Development
Data Transformation
Batch Predictor
(Spark)
Online Model
Server
(TF Serving, Ray
Serve, Seldon)
Data Visualization
Data Connector


(Sourcing)
Data Engagement


(Activation/Reporting)
Data Security (Compliance)
Streaming


Processing
Data Modeling
Machine Learning
Data
Product


(SQL)
Query
Provider
Data Lake
Batch Processing
(2)
(1)
(1)
(2)
(2)
(2)
(1) Data Discovery


+ Ingest data from variety data
sources help cut down your
massive data set to a
manageable size where you
can focus your e
ff
orts on
analyzing the most relevant
data


+ Visualize data e
ff
iciency at
scale


+ Agile process for explaining,
exploration and deciding:
segmentation or campaign
orchestration


(2) Data Engagement


+ Plug and Play any kind of Data
Modeling either Statistical or
ML Model


+ Engage Data-driven sta
ff
for
making decision precisely


+ Campaign activation needs
near-realtime data for better
performance


+ Expose hidden-topic asap


(3) Data Governance


+ Secure data


+ Re
f
ine Data Integrity


+ Personalization requires data-
integrity
Data
Governance
(3)
(3)
(2)
Apache Bean Apache Hudi - Apache Atlas
Presto
Dagster - MLFlow
Tensor
f
low/PyTorch
Apache Ka
f
ka


Apache Bean
ReactJS Golang - Apache Karaf
Elastic Search


Clickhouse
Apache Superset Cadence
# Data Engine Block
Mô hình vận hành lõi về tăng trưởng (growth model) dựa trên nền tảng thực nghiệm và data.
2. PROCESS: MÔ HÌNH SCIENCE-BASED GROWTH
”data-driven & experiment-driven” là game changers của ”growth science”
Product
Channel
Model
Market
Model/Channel


Fit
Market/Model


Fit
Market/Product


Fit
Product/Channel


Fit
2. PROCESS: MÔ HÌNH SCIENCE-BASED GROWTH
Product
Channel
Model
Market
Model/Channel


Fit
Market/Model


Fit
Market/Product


Fit
Product/Channel


Fit
2. PROCESS: MÔ HÌNH SCIENCE-BASED GROWTH
Phân phối công nghệ ngày nay
3. Growth Science Views
Objectives
Strategy
Tactic
Performance
Process


Driven
Technology


Oriented
Data


Driven
Business
Oriented
Marketing Manager


Growth Hacker


Innovation Leader


Domain Expert
Marketing Executive


Product Manager


Product Engineer


Designer
Marketing Analyst


Data Scientist
Business Analysis


Domain Specialist
Lean Plum


Exponea


Google Optimizely


CleverTap


Insider
Holistic.io


Looker


Tableur


KNIME


Segment.io


Appsflyer


Adjust


Branch


CaptainGrowth


CleverTap


Insider


Adobe Marketo
4. Hệ sinh thái Công nghệ (gartner.com)
Credit: https://gtnr.it/39hcrkR
Credit: Marketing Transit-Map by Gartner.com


https://gtnr.it/39hcrkR
Mobile


Analytics


CX


Marketing
Mgmt.
HIGHLIGHT relevant zones
Mobile


Analytics


CX


Marketing
Mgmt.
PROCESS DRIVEN


OBJECTIVES + STRATEGY Credit: Marketing Transit-Map by Gartner.com


https://gtnr.it/39hcrkR
Mobile


Analytics


CX


Marketing
Mgmt.
PROCESS DRIVEN


OBJECTIVES + STRATEGY Credit: Marketing Transit-Map by Gartner.com


https://gtnr.it/39hcrkR
Mobile


Analytics


CX


Marketing
Mgmt.
PROCESS DRIVEN


OBJECTIVES + STRATEGY Credit: Marketing Transit-Map by Gartner.com


https://gtnr.it/39hcrkR
Mobile


Analytics


CX


Marketing
Mgmt.
PROCESS DRIVEN


OBJECTIVES + STRATEGY Credit: Marketing Transit-Map by Gartner.com


https://gtnr.it/39hcrkR
Mobile


Analytics


CX


Marketing
Mgmt.
PROCESS DRIVEN


OBJECTIVES + STRATEGY Credit: Marketing Transit-Map by Gartner.com


https://gtnr.it/39hcrkR
Mobile


Analytics


CX


Marketing
Mgmt.
PROCESS DRIVEN


OBJECTIVES + STRATEGY Credit: Marketing Transit-Map by Gartner.com


https://gtnr.it/39hcrkR
Mobile


Analytics


CX


Marketing
Mgmt.
DATA DRIVEN


PERFORMANCE + TACTIC Credit: Marketing Transit-Map by Gartner.com


https://gtnr.it/39hcrkR
Mobile


Analytics


CX


Marketing
Mgmt.
DATA DRIVEN


PERFORMANCE + TACTIC Credit: Marketing Transit-Map by Gartner.com


https://gtnr.it/39hcrkR
Mobile


Analytics


CX


Marketing
Mgmt.
DATA DRIVEN


PERFORMANCE + TACTIC Credit: Marketing Transit-Map by Gartner.com


https://gtnr.it/39hcrkR
Credit: Marketing Transit-Map by
Gartner.com


Mobile


Analytics


CX


Marketing
Mgmt.
DATA DRIVEN


PERFORMANCE + TACTIC

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Marketing vs Technology

  • 1. 1: Bối cảnh Digital Transformation + Năng lực (con người) phát triển tuyến tính + Công nghệ phát triển theo hàm mũ
  • 2. #BCG Digital Transformation Framework * Số Hoá Core Domain * Số Hoá Quy trình Tăng trưởng * Con người và Tổ chức
  • 3. #BCG Digitize Core Building Blocks * Data & Analytics * ML/DL * Blockchain Credit
  • 4. #BCG Digitize Core Building Blocks - Domain Driven * Business Model Canvas * Customer Journey * Event Storming * Aggregate Credit
  • 5. #BCG Digital Transformation Framework * Data & Analytics * ML/DL * Blockchain
  • 6. #BCG Digitize Core Building Blocks * Apache Family * Domain-Driven Data Architecture Credit Technology is ready. Business needs domain experts to drive the implementation.
  • 7. 1. Modern Business Intelligence Blueprint Query and Processing Output Predictive Historical Storage Sources Ingestion and Transformation OLTP Databases via CDC Connectors (Fivetran, Stitch, Matillion) Dashboards (Looker, Superset, Mode, Tableau) Embedded Analytics (Sisense, Looker, cube.js) Augmented Analytics (Thoughtspot, Outlier, Anodot, Sisu) App Frameworks (Plotly Dash, Streamlit) Custom Apps Ad Hoc Query Engine (Presto, Dremio/ Drill, Impala) Real-time Analytics (Imply/Druid, Altinity/ Clickhouse, Rockset) Applications/ERP (Oracle, Salesforce, Netsuite, ...) Data Modeling (dbt, LookML) Spark Platform (Databricks, EMR) Databricks/ Delta Lake, Iceberg, Hudi, Hive Acid Parquet, ORC, Avro Python Libs (Pandas, Boto, Dask, Ray, ...) Event Streaming (Confluent/Kafka, Pulsar, AWS Kinesis) Stream Processing (Databricks/Spark, Confluent/Kafka, Flink) Metadata Management (Collibra, Alation, Hive, Metastore, DataHub, ...) Quality and Testing (Great Expectations) Entitlements and Security (Privacera, Immuta) Observability (Unravel, Accel Data, Fiddler) Batch Query Engine (Hive) Event Collectors (Segment, Snowplow) Workflow Manager (Airflow, Dagster, Prefect) 3rd Party APIs (e.g., Stripe) File and Object Storage Logs Data Lake Data Warehouse (Snowflake, BigQuery, Redshift) Data Science Platform (Databricks, Domino, Sagemaker, Dataiku, DataRobot, Anaconda, ...) Data Science and ML Libraries (Pandas, Numpy, R, Dask, Ray, Spark, ... Scikit-learn, Pytorch, TensorFlow, Spark ML, XGBoost, ...) S3, GCS, ABS, HDFS
  • 8. 2. Multimodal Data Processing Blueprint Query and Processing Output Predictive Historical Storage Sources Ingestion and Transformation OLTP Databases via CDC Connectors (Fivetran, Stitch, Matillion) Dashboards (Looker, Superset, Mode, Tableau) Embedded Analytics (Sisense, Looker, cube.js) Augmented Analytics (Thoughtspot, Outlier, Anodot, Sisu) App Frameworks (Plotly Dash, Streamlit) Custom Apps Ad Hoc Query Engine (Presto, Dremio/ Drill, Impala) Real-time Analytics (Imply/Druid, Altinity/ Clickhouse, Rockset) Applications/ERP (Oracle, Salesforce, Netsuite, ...) Data Modeling (dbt, LookML) Spark Platform (Databricks, EMR) Databricks/ Delta Lake, Iceberg, Hudi, Hive Acid Parquet, ORC, Avro Python Libs (Pandas, Boto, Dask, Ray, ...) Event Streaming (Confluent/Kafka, Pulsar, AWS Kinesis) Stream Processing (Databricks/Spark, Confluent/Kafka, Flink) Metadata Management (Collibra, Alation, Hive, Metastore, DataHub, ...) Quality and Testing (Great Expectations) Entitlements and Security (Privacera, Immuta) Observability (Unravel, Accel Data, Fiddler) Batch Query Engine (Hive) Event Collectors (Segment, Snowplow) Workflow Manager (Airflow, Dagster, Prefect) 3rd Party APIs (e.g., Stripe) File and Object Storage Logs Data Lake Data Warehouse (Snowflake, BigQuery, Redshift) Data Science Platform (Databricks, Domino, Sagemaker, Dataiku, DataRobot, Anaconda, ...) Data Science and ML Libraries (Pandas, Numpy, R, Dask, Ray, Spark, ... Scikit-learn, Pytorch, TensorFlow, Spark ML, XGBoost, ...) S3, GCS, ABS, HDFS
  • 9. 3. AI and ML Blueprint Clients Data Sources (Data lake + data warehouse + streaming engine) Data Labeling (Labelbox, Snorkel, Scale, Sagemaker) Dataflow Automation (Airflow, Pachyderm, Elementl, Prefect, Tecton, Kubeflow) Query Engines (Presto, Hive) Feature Server (Tecton, Cassandra) Compiler (TVM) Feature Store (Tecton) Data Science Libraries (Spark, Pandas, NumPy, Dask) Experiment Tracking (Weights and Biases, Comet, MLflow) Model Registry (Algorithmia, MLflow, Sagemaker) Visualization (Tensorboard, Fiddler) Model Tuning (Sigopt, hyperopt, Ray Tune) ML Framework (Scikit-learn, XGBoost, MLlib) DL Framework (TensorFlow, Keras, PyTorch, H2O) Model Monitoring (Fiddler, Arthur, Arize) Distributed Processing (Spark, Ray, Dask, Distributed TF, Kubeflow, Horovod) RL Libraries (Gym, Dopamine, RLlib, Coach) Data Science Platform (Jupyter, Databricks, Domino, Sagemaker, DataRobot, H2O, Colab, Deepnote, Noteable) Model Inference Model Training and Development Data Transformation Batch Predictor (Spark) Online Model Server (TF Serving, Ray Serve, Seldon)
  • 10. Data Visualization Data Connector 
 (Sourcing) Data Engagement (Activation/Reporting) Data Security (Compliance) Streaming Processing Data Modeling Machine Learning Data Product (SQL) Query Provider Data Lake Batch Processing (2) (1) (1) (2) (2) (2) (1) Data Discovery + Ingest data from variety data sources help cut down your massive data set to a manageable size where you can focus your e ff orts on analyzing the most relevant data + Visualize data e ff iciency at scale + Agile process for explaining, exploration and deciding: segmentation or campaign orchestration (2) Data Engagement + Plug and Play any kind of Data Modeling either Statistical or ML Model + Engage Data-driven sta ff for making decision precisely + Campaign activation needs near-realtime data for better performance + Expose hidden-topic asap (3) Data Governance + Secure data + Re f ine Data Integrity + Personalization requires data- integrity Data Governance (3) (3) (2) Apache Bean Apache Hudi - Apache Atlas Presto Dagster - MLFlow Tensor f low/PyTorch Apache Ka f ka Apache Bean ReactJS Golang - Apache Karaf Elastic Search Clickhouse Apache Superset Cadence # Data Engine Block
  • 11. Mô hình vận hành lõi về tăng trưởng (growth model) dựa trên nền tảng thực nghiệm và data. 2. PROCESS: MÔ HÌNH SCIENCE-BASED GROWTH ”data-driven & experiment-driven” là game changers của ”growth science”
  • 14. Phân phối công nghệ ngày nay 3. Growth Science Views Objectives Strategy Tactic Performance Process Driven Technology Oriented Data Driven Business Oriented Marketing Manager Growth Hacker Innovation Leader Domain Expert Marketing Executive Product Manager Product Engineer Designer Marketing Analyst Data Scientist Business Analysis Domain Specialist Lean Plum Exponea Google Optimizely CleverTap Insider Holistic.io Looker Tableur KNIME Segment.io Appsflyer Adjust Branch CaptainGrowth CleverTap Insider Adobe Marketo
  • 15. 4. Hệ sinh thái Công nghệ (gartner.com) Credit: https://gtnr.it/39hcrkR
  • 16. Credit: Marketing Transit-Map by Gartner.com https://gtnr.it/39hcrkR Mobile Analytics CX Marketing Mgmt. HIGHLIGHT relevant zones
  • 17. Mobile Analytics CX Marketing Mgmt. PROCESS DRIVEN OBJECTIVES + STRATEGY Credit: Marketing Transit-Map by Gartner.com https://gtnr.it/39hcrkR
  • 18. Mobile Analytics CX Marketing Mgmt. PROCESS DRIVEN OBJECTIVES + STRATEGY Credit: Marketing Transit-Map by Gartner.com https://gtnr.it/39hcrkR
  • 19. Mobile Analytics CX Marketing Mgmt. PROCESS DRIVEN OBJECTIVES + STRATEGY Credit: Marketing Transit-Map by Gartner.com https://gtnr.it/39hcrkR
  • 20. Mobile Analytics CX Marketing Mgmt. PROCESS DRIVEN OBJECTIVES + STRATEGY Credit: Marketing Transit-Map by Gartner.com https://gtnr.it/39hcrkR
  • 21. Mobile Analytics CX Marketing Mgmt. PROCESS DRIVEN OBJECTIVES + STRATEGY Credit: Marketing Transit-Map by Gartner.com https://gtnr.it/39hcrkR
  • 22. Mobile Analytics CX Marketing Mgmt. PROCESS DRIVEN OBJECTIVES + STRATEGY Credit: Marketing Transit-Map by Gartner.com https://gtnr.it/39hcrkR
  • 23. Mobile Analytics CX Marketing Mgmt. DATA DRIVEN PERFORMANCE + TACTIC Credit: Marketing Transit-Map by Gartner.com https://gtnr.it/39hcrkR
  • 24. Mobile Analytics CX Marketing Mgmt. DATA DRIVEN PERFORMANCE + TACTIC Credit: Marketing Transit-Map by Gartner.com https://gtnr.it/39hcrkR
  • 25. Mobile Analytics CX Marketing Mgmt. DATA DRIVEN PERFORMANCE + TACTIC Credit: Marketing Transit-Map by Gartner.com https://gtnr.it/39hcrkR
  • 26. Credit: Marketing Transit-Map by Gartner.com Mobile Analytics CX Marketing Mgmt. DATA DRIVEN PERFORMANCE + TACTIC