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Trivadis TechEvent 2016 Customer Event Hub - the modern Customer 360° view by Guido Schmutz

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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

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Trivadis TechEvent 2016 Customer Event Hub - the modern Customer 360° view by Guido Schmutz

  1. 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. 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. 3. Big Data Use Cases Customer Event Hub - the modern Customer 360° view3
  4. 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. 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. 6. Customer 360° View Customer Event Hub - the modern Customer 360° view6
  7. 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. 8. Customer 360°: Experience Expectations Customer Event Hub - the modern Customer 360° view8
  9. 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. 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. 11. Customer 360° Screen Mocks Customer Event Hub - the modern Customer 360° view12 Source: Canopy Labs Source: Adacta Group Source: Oracle
  12. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 26. Our offering Customer Event Hub - the modern Customer 360° view27
  27. 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. 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. 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. 30. Customer Event Hub - the modern Customer 360° view31 References • Using Big Data to Drive Customer 360 by Cloudera Inc.
  31. 31. Guido Schmutz Technology Manager guido.schmutz@trivadis.com Customer Event Hub - the modern Customer 360° view32 @gschmutz guidoschmutz.wordpress.com

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