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January 30, 2019
THE CLOUDERA STORY -
SHORTENING THE SALES CYCLE WITH A
MODERN DATA WAREHOUSE
2 © Cloudera, Inc. All rights reserved.
PRESENTERS
Stefanie Dombek
Director Marketing
Operations & Analytics
Mitch Gomulinski
Senior Marketing Manager
Customer Insights
Michael Stephenson
Senior Data Architect
3 © Cloudera, Inc. All rights reserved.
AGENDA
• Introduction
• The Challenge
• Our Solution
• Results
• Q&A
4 © Cloudera, Inc. All rights reserved.
We believe that data
can make what is
impossible today,
possible tomorrow
We empower people
to transform complex
data into clear and
actionable insights
We deliver an
enterprise data cloud
for any data, anywhere,
from the Edge to AI
the enterprise data cloud company
5 © Cloudera, Inc. All rights reserved.
TOP INDUSTRY VERTICALS
BANKING
TOP GLOBAL
• Spend analytics
• Churn modeling
prediction
• Proactive care
• Barclays
• Bank of America
• Citi
HEALTHCARE
TOP GLOBAL
• Single view of
patient
• Regulatory
compliance
• GlaxoSmithKline
• Symphony Health
• Sharp Healthcare
TECHNOLOGY
TOP GLOBAL
• Customer
analytics
• Sentiment
analytics
• Cisco
• Intel
• NetApp
TELCO
TOP GLOBAL
• Customer care
• QoS Analytics
• Social Churn
• Comcast
• British Telecom
• Bharti Airtel
CUTOMER
INSIGHTS
USE CASES
CUSTOMERS
Customers across
all verticals
568 Customers
with $100K+
Software ARR
Plant the flag
international
strategy
451RESEARCH.COM
©2018 451 Research. All Rights Reserved.
451RESEARCH.COM
©2018 451 Research. All Rights Reserved.
Digital transformation is about the application and exploitation
of technology in all aspects of an organization’s activity.
… Success isn't only about the technology.
It’s about rethinking strategy, culture, talent, operating models
and processes.
ˈdɪdʒɪt(ə)l/
adjective
ˌtransfəˈmeɪʃ(ə)n
nounDigital Transformation
451RESEARCH.COM
©2018 451 Research. All Rights Reserved.
451RESEARCH.COM
©2018 451 Research. All Rights Reserved.
Reducing customer
friction points
30%
Managing data growth Simplifying operations
to eliminate manual and
paper-based processes
34%42%
Pain points driving digital transformation
8 © Cloudera, Inc. All rights reserved.
DIGITAL TRANSFORMATION’S IMPACT ON SALES & MARKETING
DRIVING
MEANINGFUL
ENGAGEMENT
& GROWTH
REACHING
RIGHT PEOPLE
AT THE
RIGHT TIME
ALIGNING
SALES &
MARKETING
OBJECTIVES
TYING
DATA TO
DECISION
MAKING
9 © Cloudera, Inc. All rights reserved.
CLOUDERA APPROACH TO BECOMING DATA-DRIVEN
THINK BIG
START SMART
ITERATE OFTEN
10 © Cloudera, Inc. All rights reserved.
THE BUSINESS PROBLEM
Sales lacks integrated integrated
information to make informed,
educated business decisions
Who do we target, with what
message, when?
How do we create the most
comprehensive, single view of
customers?
THINK BIG
START SMART
ITERATE OFTEN
11 © Cloudera, Inc. All rights reserved.
THE SOLUTION
CREATE A SALES RECOMMENDATION ENGINE
THINK BIG
START SMART
ITERATE OFTEN
12 © Cloudera, Inc. All rights reserved.
INTENT DATA
Intent Data tells you what businesses are interested in
Through the observation of business users’ content
consumption, Intent Data identifies the increased interest and
research activity that takes place prior to purchase, thus
indicating potential ‘intent’ to take on action.
THINK BIG
START SMART
ITERATE OFTEN
13 © Cloudera, Inc. All rights reserved.
V0: THE EXCEL SPREADSHEET
THINK BIG
START SMART
ITERATE OFTEN
14 © Cloudera, Inc. All rights reserved.
V0: CREATE A SALES RECOMMENDATION ENGINE
THINK BIG
START SMART
ITERATE OFTEN
15 © Cloudera, Inc. All rights reserved.
V0: THE EXCEL SPREADSHEET
THINK BIG
START SMART
ITERATE OFTEN
16 © Cloudera, Inc. All rights reserved.
V0: CREATE A SALES RECOMMENDATION ENGINE
THINK BIG
START SMART
ITERATE OFTEN
17 © Cloudera, Inc. All rights reserved.
V1: PUT THE DATA INTO A MODERN DATA WAREHOUSE
THINK BIG
START SMART
ITERATE OFTEN
CRM Data
Intent Data
ENRICHMENT
Dashboards/
Actionable Insights
Hourly
Processing SFDC
Database
Structured
Day 1
Day 2
Day 3
Day N
...
Bombora
DatabaseDaily
Processing
Raw
INGEST &
STREAMING
DATA
SCIENCE
DATA
WAREHOUSE
OPERATIONAL
DATABASE
DATA
ENGINEERING
CORE
SERVICES
18 © Cloudera, Inc. All rights reserved.
The Industry’s First Enterprise Data Cloud
From the Edge to AI
Data
Engineering
Data
Warehouse
IoT, Ingest &
Streaming
AI, ML &
Data Science
Enterprise Data Cloud
19 © Cloudera, Inc. All rights reserved.
THE SOLUTION
CREATE A SALES RECOMMENDATION ENGINE
THINK BIG
START SMART
ITERATE OFTEN
20 © Cloudera, Inc. All rights reserved.
V1: VIEW 1
THINK BIG
START SMART
ITERATE OFTEN
21 © Cloudera, Inc. All rights reserved.
V1: VIEW 2
THINK BIG
START SMART
ITERATE OFTEN
22 © Cloudera, Inc. All rights reserved.
V2: CREATE A SALES RECOMMENDATION ENGINE
CREATE A SALES RECOMMENDATION ENGINE
THINK BIG
START SMART
ITERATE OFTEN
23 © Cloudera, Inc. All rights reserved.
V2: TRENDING
THINK BIG
START SMART
ITERATE OFTEN
24 © Cloudera, Inc. All rights reserved.
V3: THE BUTTERFLY CHART
THINK BIG
START SMART
ITERATE OFTEN
25 © Cloudera, Inc. All rights reserved.
V4: SALES RECOMMENDATION ENGINE
THINK BIG
START SMART
ITERATE OFTEN
26 © Cloudera, Inc. All rights reserved.
ALWAYS ON ADVERTISING
ANALYTICS
CORE
ANALYTICS
COMPETITOR
CLOUD
OTHER
MACHINE LEARNING
(CORE, CYBER, IOT)
THINK BIG
START SMART
ITERATE OFTEN
27 © Cloudera, Inc. All rights reserved.
RESULTS
SIGNIFICANT
BUSINESS
DEALS
INCREASE IN
CUSTOMER/
PROSPECT
ENGAGEMENT
DECREASE IN
COST PER
ACQUISITION
28 © Cloudera, Inc. All rights reserved.
WHAT’S NEXT? THINK BIGGER!
THINK BIGGER
START SMART
ITERATE OFTEN
29 © Cloudera, Inc. All rights reserved.
PICKING BETTER CUSTOMERS VIA MACHINE LEARING
THINK BIGGER
START SMART
ITERATE OFTEN
PROPENSITY
MODELING
ENTERPRISE
DATA CLOUD
Dashboards/
Actionable Insights
Which
companies
have
high-yield
potential?
Which potential
high-yield
companies are
likely to buy
soon?
What is the
probability of
winning a given
opportunity in
the pipeline?EXTERNAL
DATA
INTENT
DATA
CRM DATA INGEST &
STREAMING
DATA
SCIENCE
DATA
WAREHOUSE
OPERATIONAL
DATABASE
DATA
ENGINEERING
CORE
SERVICES
SUPPORT
DATA
© Cloudera, Inc. All rights reserved. 30
Quickly enable business analytics by sharing petabytes of verified
data
across thousands of users while surpassing demands of SLAs and
costs
Massive, Diverse Data Security,
Governance
User Profiles, Use Cases Self-Service EverythingAutomation, Consistency
Experiments, Time to Value
OUR VISION: CLOUDERA MODERN DATA WAREHOUSE
31 © Cloudera, Inc. All rights reserved.
REMEMBER, BECOMING DATA-DRIVEN IS A JOURNEY
THINK BIG
START SMART
ITERATE OFTEN
THANK YOU

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Shortening the Sales Cycle with a Modern Data Warehouse 1.30.19

  • 1. January 30, 2019 THE CLOUDERA STORY - SHORTENING THE SALES CYCLE WITH A MODERN DATA WAREHOUSE
  • 2. 2 © Cloudera, Inc. All rights reserved. PRESENTERS Stefanie Dombek Director Marketing Operations & Analytics Mitch Gomulinski Senior Marketing Manager Customer Insights Michael Stephenson Senior Data Architect
  • 3. 3 © Cloudera, Inc. All rights reserved. AGENDA • Introduction • The Challenge • Our Solution • Results • Q&A
  • 4. 4 © Cloudera, Inc. All rights reserved. We believe that data can make what is impossible today, possible tomorrow We empower people to transform complex data into clear and actionable insights We deliver an enterprise data cloud for any data, anywhere, from the Edge to AI the enterprise data cloud company
  • 5. 5 © Cloudera, Inc. All rights reserved. TOP INDUSTRY VERTICALS BANKING TOP GLOBAL • Spend analytics • Churn modeling prediction • Proactive care • Barclays • Bank of America • Citi HEALTHCARE TOP GLOBAL • Single view of patient • Regulatory compliance • GlaxoSmithKline • Symphony Health • Sharp Healthcare TECHNOLOGY TOP GLOBAL • Customer analytics • Sentiment analytics • Cisco • Intel • NetApp TELCO TOP GLOBAL • Customer care • QoS Analytics • Social Churn • Comcast • British Telecom • Bharti Airtel CUTOMER INSIGHTS USE CASES CUSTOMERS Customers across all verticals 568 Customers with $100K+ Software ARR Plant the flag international strategy
  • 6. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Digital transformation is about the application and exploitation of technology in all aspects of an organization’s activity. … Success isn't only about the technology. It’s about rethinking strategy, culture, talent, operating models and processes. ˈdɪdʒɪt(ə)l/ adjective ˌtransfəˈmeɪʃ(ə)n nounDigital Transformation
  • 7. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Reducing customer friction points 30% Managing data growth Simplifying operations to eliminate manual and paper-based processes 34%42% Pain points driving digital transformation
  • 8. 8 © Cloudera, Inc. All rights reserved. DIGITAL TRANSFORMATION’S IMPACT ON SALES & MARKETING DRIVING MEANINGFUL ENGAGEMENT & GROWTH REACHING RIGHT PEOPLE AT THE RIGHT TIME ALIGNING SALES & MARKETING OBJECTIVES TYING DATA TO DECISION MAKING
  • 9. 9 © Cloudera, Inc. All rights reserved. CLOUDERA APPROACH TO BECOMING DATA-DRIVEN THINK BIG START SMART ITERATE OFTEN
  • 10. 10 © Cloudera, Inc. All rights reserved. THE BUSINESS PROBLEM Sales lacks integrated integrated information to make informed, educated business decisions Who do we target, with what message, when? How do we create the most comprehensive, single view of customers? THINK BIG START SMART ITERATE OFTEN
  • 11. 11 © Cloudera, Inc. All rights reserved. THE SOLUTION CREATE A SALES RECOMMENDATION ENGINE THINK BIG START SMART ITERATE OFTEN
  • 12. 12 © Cloudera, Inc. All rights reserved. INTENT DATA Intent Data tells you what businesses are interested in Through the observation of business users’ content consumption, Intent Data identifies the increased interest and research activity that takes place prior to purchase, thus indicating potential ‘intent’ to take on action. THINK BIG START SMART ITERATE OFTEN
  • 13. 13 © Cloudera, Inc. All rights reserved. V0: THE EXCEL SPREADSHEET THINK BIG START SMART ITERATE OFTEN
  • 14. 14 © Cloudera, Inc. All rights reserved. V0: CREATE A SALES RECOMMENDATION ENGINE THINK BIG START SMART ITERATE OFTEN
  • 15. 15 © Cloudera, Inc. All rights reserved. V0: THE EXCEL SPREADSHEET THINK BIG START SMART ITERATE OFTEN
  • 16. 16 © Cloudera, Inc. All rights reserved. V0: CREATE A SALES RECOMMENDATION ENGINE THINK BIG START SMART ITERATE OFTEN
  • 17. 17 © Cloudera, Inc. All rights reserved. V1: PUT THE DATA INTO A MODERN DATA WAREHOUSE THINK BIG START SMART ITERATE OFTEN CRM Data Intent Data ENRICHMENT Dashboards/ Actionable Insights Hourly Processing SFDC Database Structured Day 1 Day 2 Day 3 Day N ... Bombora DatabaseDaily Processing Raw INGEST & STREAMING DATA SCIENCE DATA WAREHOUSE OPERATIONAL DATABASE DATA ENGINEERING CORE SERVICES
  • 18. 18 © Cloudera, Inc. All rights reserved. The Industry’s First Enterprise Data Cloud From the Edge to AI Data Engineering Data Warehouse IoT, Ingest & Streaming AI, ML & Data Science Enterprise Data Cloud
  • 19. 19 © Cloudera, Inc. All rights reserved. THE SOLUTION CREATE A SALES RECOMMENDATION ENGINE THINK BIG START SMART ITERATE OFTEN
  • 20. 20 © Cloudera, Inc. All rights reserved. V1: VIEW 1 THINK BIG START SMART ITERATE OFTEN
  • 21. 21 © Cloudera, Inc. All rights reserved. V1: VIEW 2 THINK BIG START SMART ITERATE OFTEN
  • 22. 22 © Cloudera, Inc. All rights reserved. V2: CREATE A SALES RECOMMENDATION ENGINE CREATE A SALES RECOMMENDATION ENGINE THINK BIG START SMART ITERATE OFTEN
  • 23. 23 © Cloudera, Inc. All rights reserved. V2: TRENDING THINK BIG START SMART ITERATE OFTEN
  • 24. 24 © Cloudera, Inc. All rights reserved. V3: THE BUTTERFLY CHART THINK BIG START SMART ITERATE OFTEN
  • 25. 25 © Cloudera, Inc. All rights reserved. V4: SALES RECOMMENDATION ENGINE THINK BIG START SMART ITERATE OFTEN
  • 26. 26 © Cloudera, Inc. All rights reserved. ALWAYS ON ADVERTISING ANALYTICS CORE ANALYTICS COMPETITOR CLOUD OTHER MACHINE LEARNING (CORE, CYBER, IOT) THINK BIG START SMART ITERATE OFTEN
  • 27. 27 © Cloudera, Inc. All rights reserved. RESULTS SIGNIFICANT BUSINESS DEALS INCREASE IN CUSTOMER/ PROSPECT ENGAGEMENT DECREASE IN COST PER ACQUISITION
  • 28. 28 © Cloudera, Inc. All rights reserved. WHAT’S NEXT? THINK BIGGER! THINK BIGGER START SMART ITERATE OFTEN
  • 29. 29 © Cloudera, Inc. All rights reserved. PICKING BETTER CUSTOMERS VIA MACHINE LEARING THINK BIGGER START SMART ITERATE OFTEN PROPENSITY MODELING ENTERPRISE DATA CLOUD Dashboards/ Actionable Insights Which companies have high-yield potential? Which potential high-yield companies are likely to buy soon? What is the probability of winning a given opportunity in the pipeline?EXTERNAL DATA INTENT DATA CRM DATA INGEST & STREAMING DATA SCIENCE DATA WAREHOUSE OPERATIONAL DATABASE DATA ENGINEERING CORE SERVICES SUPPORT DATA
  • 30. © Cloudera, Inc. All rights reserved. 30 Quickly enable business analytics by sharing petabytes of verified data across thousands of users while surpassing demands of SLAs and costs Massive, Diverse Data Security, Governance User Profiles, Use Cases Self-Service EverythingAutomation, Consistency Experiments, Time to Value OUR VISION: CLOUDERA MODERN DATA WAREHOUSE
  • 31. 31 © Cloudera, Inc. All rights reserved. REMEMBER, BECOMING DATA-DRIVEN IS A JOURNEY THINK BIG START SMART ITERATE OFTEN