Customer Event Hub. The modern Customer 360 View. Guido

Transcription

1 Customer Event Hub The modern Customer 360 View Guido BASEL BERN BRUGG DÜSSELDORF FRANKFURT A.M. FREIBURG I.BR. GENEVA HAMBURG COPENHAGEN LAUSANNE MUNICH STUTTGART VIENNA ZURICH

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 Trivadis More than 25 years of software development experience Contact: guido.schmutz@trivadis.com Blog: Slideshare: Twitter: gschmutz 2

3 Our company. Trivadis is a market leader in IT consulting, system integration, solution engineering and the provision of IT services focusing on and technologies in Switzerland, Germany, Austria and Denmark. We offer our services in the following strategic business fields: O P E R A T I O N Trivadis Services takes over the interacting operation of your IT systems. 3

4 With over 600 specialists and IT experts in your region. COPENHAGEN HAMBURG 14 Trivadis branches and more than 600 employees 200 Service Level Agreements Over 4,000 training participants DÜSSELDORF Research and development budget: CHF 5.0 million FRANKFURT Financially self-supporting and sustainably profitable BASEL FREIBURG STUTTGART BRUGG ZURICH MUNICH VIENNA Experience from more than 1,900 projects per year at over 800 customers GENEVA BERN LAUSANNE 4

5 Customer 360 View - Introduction 5

6 Why Customer 360 View? Get closer than ever to your q Enhance customer service customers. So close that you tell q Provides real-time personalization them what they need well before q Opens doors to new applications they realize it themselves. q Increases security Steve Jobs, Apple q Lowers operational costs q Increases operational efficiency 6

7 Customer 360 : Experience Expectations Consistent Across all channels, brands and devices Personalized To reflect preferences and aspiration Contextualized To present location and circumstances Relevant In the moment to customer s needs and expectations 7

8 Customer 360 : Experience Expectations 8

9 A Sample Customer 360 Profile Who are you? Who do you know? Where are you? What can you afford? What have you purchased? What is your value to the business? What content do you prefer? How / why have you contacted us? 9

10 Customer 360 Screen Mocks Source: Oracle Source: Adacta Group Source: Canopy Labs 10

11 Customer 360 Key Use Cases Target Marketing & Personalization Churn Prevention & Customer Retention Proactive Care 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 11

12 From Static to Dynamic, Real-Time Micro-Segmentation Traditional Segmentation Age Gender Average Spend Price Plans Usage History Data, Voice, Text Billing History Device Upgrade 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 Real-Time Micro- Segmentation 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 12

13 Customer 360 View: Know your Customer 13

14 Customer 360 View - Challenges 14

15 Key Challenges in Driving a Customer 360 View Data Silos Data Volumes Multiple Data Silos Often store overlapping and conflicting information Data growing rapidly Internet of Things will add to that substantially New Data Sources Costs of Data Processing Clickstream Location/GPS Call center Records Social Media 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 15

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

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

18 Customer 360 View: Why status quo won t work? Data Data Analyst Analyst Data Data Analyst Analyst 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 Data Analyst Activity data clickstream data, content preferences, customer care logs are kept in siloes or not kept at all Detailed Customer Activity Data sits in silos! 18

19 Customer 360 View Big Data Platform to the Resuce? 19

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

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

22 Big Data Ecosystem Lot s of choices? 22 Hadoop Ecosystem Hadoop Ecosystem & Distributions

23 Big Data Ecosystem Sorted J 23 Hadoop Ecosystem Hadoop Ecosystem & Distributions

24 Customer Event Hub Technologies Mapping Enterprise Data Warehouse Billing & Ordering SQL Import Hadoop Clusterd Hadoop Cluster Hadoop Cluster CRM / Profile Marketing Campaigns Event Event Event Hub Hub Hub Distributed Filesystem Parallel Processing NoSQL Batch Analytics SQL Search BI Tools Search Location Mobile Apps Streaming Analytics Social Weather Data Stream Analytics NoSQL Online & Mobile Apps Click stream Call Center Reference / Dashboard Models Sensor Data 24

25 Integrate Sanitize / Normalize Deliver Enterprise Data Warehouse Billing & Ordering SQL Import Hadoop Clusterd Hadoop Cluster Hadoop Cluster CRM / Profile Marketing Campaigns Event Event Event Hub Hub Hub Distributed Filesystem Parallel Processing NoSQL Batch Analytics SQL Search BI Tools Search Location Mobile Apps Streaming Analytics Social Stream Analytics NoSQL Online & Mobile Apps Click stream Call Center Reference / Sensor Data Weather Data Models 25 Dashboard

26 A Spectrum of Big Data Use Cases Optimize Transform Business Impact Entry Data Warehouse Optimization Big Data Exploration Streamline Data Refinery Monetize My ata On Demand Big Data Blending Harnessing Machine & Sensor Data Use Case Complexity Customer 360 Degree View Big Data Predictive Analytics Next Generation Applications Advanced 26

27 Various forms of 360 Views qaccount 360 qsupplier 360 qconsumer 360 qproduct 360 qasset / IP 360 qspend 360 qkey Opinion Leader 360 qsensor / Device

28 DOAG 2016 Booth: 3rd Floor next to the escalator Know how, T-Shirts, Contest and Trivadis Power to go We look forward to your visit Because with Trivadis you always win! 28