Unternehmen kommunizieren heute über verschiedenste Kanäle mit ihren Kunden. Dabei entstehen viele Daten in unterschiedlichen Systemen, immer öfter auch ausserhalb des Unternehmens. Diese Daten haben oft keine einheitlichen Formate und werden kontinuierlich und mit grösser werdendem Volumen erzeugt. Mit IoT Anwendungen wird dies nur noch extremer. Um eine komplette und konsistente Sicht über den Kunden zu haben, müssen all diese kundenbezogenen Informationen in eine 360 Grad Sicht einbezogen werden und dies möglichst in Echtzeit. Der Customer Hub wird damit zum Customer Event Hub

1. BASEL BERN BRUGG DÜSSELDORF FRANKFURT A.M. FREIBURG I.BR. GENF
HAMBURG KOPENHAGEN LAUSANNE MÜNCHEN STUTTGART WIEN ZÜRICH
Customer Event Hub
The modern Customer 360° View
Guido Schmutz
@gschmutz guidoschmutz.wordpress.com

2. Guido Schmutz
Working for Trivadis for more than 19 years
Oracle ACE Director for Fusion Middleware and SOA
Co-Author of different books
Consultant, Trainer, Software Architect for Java, SOA & Big Data / Fast Data
Member of Trivadis Architecture Board
Technology Manager @ Trivadis
More than 25 years of software development experience
Contact: guido.schmutz@trivadis.com
Blog: http://guidoschmutz.wordpress.com
Slideshare: http://www.slideshare.net/gschmutz
Twitter: gschmutz
Customer Event Hub - the modern Customer 360° view2

3. Big Data Use Cases
Customer Event Hub - the modern Customer 360° view3

4. Big Data Definition (4 Vs)
+ Time to action ? – Big Data + Real-Time = Stream Processing
Characteristics of Big Data: Its Volume, Velocity
and Variety in combination
Customer Event Hub - the modern Customer 360° view4

5. A Spectrum of Big Data Use Cases
OptimizeTransform
Business Impact
Use Case Complexity
Entry Advanced
Streamline Data
Refinery
Customer 360
Degree View
Data
Warehouse
Optimization
Monetize My
Data
Harnessing
Machine &
Sensor Data
Big Data
Predictive
Analytics
Next
Generation
Applications
Big Data
Exploration
On Demand Big
Data Blending
Customer Event Hub - the modern Customer 360° view5

6. Customer 360° View
Customer Event Hub - the modern Customer 360° view6

7. Why Customer 360° View?
“Get closer than ever to your
customers. So close that you tell
them what they need well before
they realize it themselves.”
Steve Jobs, Apple
q Enhance customer service
q Provides real-time personalization
q Opens doors to new applications
q Increases security
q Lowers operational costs
q Increases operational efficiency
Customer Event Hub - the modern Customer 360° view7

8. Customer 360°: Experience Expectations
Customer Event Hub - the modern Customer 360° view8

9. Customer 360°: Experience Expectations
Consistent
Across all channels, brands
and devices
Personalized
To reflect preferences and
aspiration
Relevant
In the moment to
customer’s needs and
expectations
Contextualized
To present location and
circumstances
Customer Event Hub - the modern Customer 360° view9

10. A Sample Customer 360° Profile
Who are you?
Where are you?
What have you
purchased?
What content do you
prefer?
Who do you know?
What can you afford?
What is your value to the
business?
How / why have you
contacted us?
Customer Event Hub - the modern Customer 360° view10

11. Customer 360° Screen Mocks
Customer Event Hub - the modern Customer 360° view12
Source: Canopy Labs
Source: Adacta Group
Source: Oracle

12. Customer 360 – Key Use Cases
• Customer micro
segmentation
• Next Best Offer
• Campaign Analytics
• Geo-Location
Analytics
• Recommendation
Models
• Churn Modeling &
Prediction
• Rotational / Social
Churn
• Customer Lifetime
Value
• Sentiment Analytics
• Price Elasticity
Modeling
• Proactive Care
Dashboard
• Customer Lifetime
Value
• Subscriber Analytics
• QoS Analytics
• Real-Time Alerts
Target Marketing &
Personalization
Churn Prevention &
Customer Retention
Proactive Care
Customer Event Hub - the modern Customer 360° view13

13. From Static to Dynamic, Real-Time Micro-Segmentation
Age
Gender
Average Spend
Price Plans
Usage History
Data, Voice, Text
Billing History
Device Upgrade
Traditional
Segmentation
Age
Gender
Average Spend
Price Plans
Usage History
Data, Voice, Text
Billing History
Device Upgrade
Device History
Other products / services
Bundling preferences
Offer History
Campaign Adoption
History
Call Center Tickets
Location
Social Influence
Applications Used
Content Preferences
Usage Details
Roaming Analysis
Travel Patterns
QoS History
Household Analysis
Lifetime Value
Churn Score
Clickstream Info
Channel Preferences
Survey
Real-Time Micro-
Segmentation
Customer Event Hub - the modern Customer 360° view14

14. Various forms of 360° Views
qAccount 360
qSupplier 360
qConsumer 360
qProduct 360
qAsset / IP 360
qSpend 360
qKey Opinion Leader 360
qSensor / Device 360
Customer Event Hub - the modern Customer 360° view15

15. Key Challenges in Driving a Customer 360° View
Data Silos
New Data Sources Costs of Data Processing
Data Volumes
• Multiple Data Silos
• Often store overlapping and
conflicting information
• Data growing rapidly
• Internet of Things will add to
that substantially
• Semi/Un-Structured Data
Sources
• Streaming / Real-time data
• Critical for building a true
360° view
• Cost prohibitive
• Cost of storing data in
relational database systems
per year
Clickstream Location/GPS
Call center
Records
Social Media
Customer Event Hub - the modern Customer 360° view16

16. Customer 360° View - Traditional Flow Diagram
Enterprise Data
Warehouse
ETL / Stored
Procedures
Data Marts /
Aggregations
Location
Social
Clickstream
Segmentation & Churn
Analysis
BI Tools
Marketing Offers
Billing &
Ordering
CRM / Profile
Marketing
Campaigns
Customer Event Hub - the modern Customer 360° view17

17. Customer 360° View - Traditional Flow Diagram
Enterprise Data
Warehouse
ETL / Stored
Procedures
Data Marts /
Aggregations
Location
Social
Clickstream
Segmentation & Churn
Analysis
BI Tools
Marketing Offers
Billing &
Ordering
CRM / Profile
Marketing
Campaigns
Limited
Processin
g Power
Does not
model easily
to traditional
database
schema
Limited
Processin
g Power
Storage
Scaling
very
expensive
Based on
sample /
limited data
Loss in
Fidelity
Other /
New Data
Sources
High
Voume
and
Velocity
Customer Event Hub - the modern Customer 360° view18

18. Customer 360° View: Why status quo won’t work?
• Most organizations have a static
version of the customer profile in
their data warehouse
• Mainly structured data
• Only internal data
• Only “important” data
• Only limited history
• Activity data – clickstream data,
content preferences, customer care
logs are kept in siloes or not kept at
all
Data Analyst
Data Analyst
Data Analyst
Data Analyst
Data Analyst
Detailed Customer Activity Data sits in silos!
Customer Event Hub - the modern Customer 360° view19

19. Event
Hub
Event
Hub
Hadoop Clusterd
Hadoop Cluster
Hadoop Cluster
Customer 360° View – Flow with Big Data Hub
BI Tools
Enterprise Data
Warehouse
Location
Social
Click
stream
Sensor
Data
Billing &
Ordering
CRM /
Profile
Marketing
Campaigns
Event
Hub
Call
Center
Weather
Data
Mobile
Apps
SQL
Search
Online & Mobile
Apps
Search
Data Flow
NoSQL
Parallel
Processing
Distributed
Filesystem
• Machine Learning
• Graph Algorithms
• Natural Language Processing
20 Customer Event Hub - the modern Customer 360° view

20. Hadoop Clusterd
Hadoop Cluster
Hadoop Cluster
Customer Event Hub – taking Velocity into account
Location
Social
Click
stream
Sensor
Data
Billing &
Ordering
CRM /
Profile
Marketing
Campaigns
Call
Center
Mobile
Apps
Batch Analytics
Streaming Analytics
Event
Hub
Event
Hub
Event
Hub
NoSQL
Parallel
Processing
Distributed
Filesystem
Stream Analytics
NoSQL
Reference /
Models
SQL
Search
Dashboard
BI Tools
Enterprise Data
Warehouse
Search
Online & Mobile
Apps
File Import / SQL Import
Weather
Data
21 Customer Event Hub - the modern Customer 360° view

21. Weather
Data
SQL Import
Hadoop Clusterd
Hadoop Cluster
Hadoop Cluster
Location
Social
Click
stream
Sensor
Data
Billing &
Ordering
CRM /
Profile
Marketing
Campaigns
Call
Center
Mobile
Apps
Batch Analytics
Streaming Analytics
Event
Hub
Event
Hub
Event
Hub
NoSQL
Parallel
Processing
Distributed
Filesystem
Stream Analytics
NoSQL
Reference /
Models
SQL
Search
Dashboard
BI Tools
Enterprise Data
Warehouse
Search
Online & Mobile
Apps
Customer Event Hub – technologies mapping
22 Customer Event Hub - the modern Customer 360° view

22. SQL Import
Hadoop Clusterd
Hadoop Cluster
Hadoop Cluster
Location
Social
Click
stream
Sensor
Data
Billing &
Ordering
CRM /
Profile
Marketing
Campaigns
Call
Center
Weather
Data
Mobile
Apps
Batch Analytics
Streaming Analytics
Event
Hub
Event
Hub
Event
Hub
NoSQL
Parallel
Processing
Distributed
Filesystem
Stream Analytics
NoSQL
Reference /
Models
SQL
Search
Dashboard
BI Tools
Enterprise Data
Warehouse
Search
Online & Mobile
Apps
Integrate Sanitize / Normalize Deliver
23

23. Customer Event Hub - Architecture
Capture Customer
interactions from all
channels
Technical Concepts:
Channel integration
Event Consolidation
Integrate
Normalize and enrich
events to create
consistent view
Technical Concepts:
Event Normalization
Exception Control Flow
Sanitize / Normalize
Propagate and deliver
events to destination
stores and applications
Technical Concepts:
Data-store Integration
Application Integration
Deliver
Customer Event Hub - the modern Customer 360° view24

24. SQL Polling
Change Data Capture
(CDC)
File Stream (File Tailing)
File Stream (Streaming
Appender)
Enabling Real-Time Data Ingestion
Sensor Stream
Customer Event Hub - the modern Customer 360° view25

25. Customer Event Hub - Challenges
Physical and Logical
Infrastructure changes
rapidly
Key Challenges:
Infrastructure Automation
Edge Deployment
Infrastructure Drift
Data Structures and formats
evolve and change
unexpectedly
Key Challenges:
Consumption Readiness
Corruption and Loss
Structure Drift
Data semantics change
with evolving applications
Key Challenges
Timely Intervention
System Consistency
Semantic Drift
Customer Event Hub - the modern Customer 360° view26

26. Our offering
Customer Event Hub - the modern Customer 360° view27

27. Big Data Roadmap
Customer Event Hub - the modern Customer 360° view
Orientation
Workshop
Potential
Analysis
Strategy-
Roadmap
Implemen.
Services
Big Data
Introduction
Business/
Use-Case
Big Data
Productive
Technical
Starter KitTools
and Methods
Evaluation
Tools/Methods
Choose
Technology
Big Data
Mainten.
& Operation
SLA
Services
Know
How
Training
Tools
Methods
Reference-implementation + setup & config Test
VMs + Services + Examples
Workshop(s), Analyis and
Interviews
Workshop(s) with
individual Content Project
Project
Training
PoC, Eval
AMS & IMS
Services
Initial
Workshop
28

28. Customer Event Hub - the modern Customer 360° view29
360° Customer View – Trivadis Portfolio
Customer Event Hub
§ IT Strategy & Architectures
§ Advanced Analytics
§ Visualization
Method & Technology
Trainings
Consulting &
Managed
Services
Data & Process Integration
§ Real-Time Data Ingestion
§ Data Virtualization & Federation
§ Streaming Analytics
§ Customer Event Hub
Use Case Support
§ Requirements Analysis
§ Workshops, Coaching, Interviews
Application
Development
Technology Evaluation
§ Proof-of-Concept
§ Functional &
Load Testing

29. Trivadis Consulting & Solutions - Customer 360° View
Customer Event Hub - the modern Customer 360° view30
Channel integration &
Event Consolidation
Advanced Analytics
& Reporting
Architecture &
Technology
Consulting
ETL& Data
Warehousing
Big Data / BI Training &
Know-How Transfer
Data Store Integration&
Application Integration
Data
Governannce&/
Master Data
Management
Event Normalization &
Data Enrichment
Design Patterns &
Best Practice
Templates

30. Customer Event Hub - the modern Customer 360° view31
References
• Using Big Data to Drive Customer 360 by Cloudera Inc.

31. Guido Schmutz
Technology Manager
guido.schmutz@trivadis.com
Customer Event Hub - the modern Customer 360° view32
@gschmutz guidoschmutz.wordpress.com