Digital Transformation Summary. March 16, 2017

Transcription

1 Digital Transformation Summary March 16, 2017

2 Today s Discussion 1. About Hertz 2. Why is a customer Golden Record Needed 3. Customer Application Functions 4. Customer Application Network 5. Match Engine Creating the Golden Record 6. Catch All Analytics 7. QA 2 2

3 Hertz - Presenter Ricardo Rangel Sr. Director Data Architecture Ricardo Rangel is the lead Data Architect for Hertz Global. With over 20 years experience in the Data Management space, he's currently working on implementing the global data program for Hertz that includes Governance, Master Data, Data Integration and Analytics. He has a Computer Systems Engineering degree from the Monterrey Institute of Technology. His focus has always been on the data space for the travel and hospitality industry having worked with Alamo/National/Enterprise, Hilton Worldwide and most recently Hertz Global. 3 3

4 Hertz Corporate Overview $8B Global Revenue In 2017 ~36k Employees Worldwide ~10k Locations Worldwide 700k+ Vehicles Globally 100M+ Customer Profiles 3M+ Corporate Accounts 4 4

5 Golden Record Definition A golden record is a single, well-defined version of all the data entities in an organizational ecosystem. Whatis.com 5 5

6 Why is a customer Golden Record Needed Enhance the customer experience? Marketing Capabilities? Personalization? Customer Service Requirements? Better Analytics? Project Requirements? Compliance? All of the Above? 6 6

7 Customer Application Functions Define and Map what are the main functions for each customer application CRM Manages Customer Profile Manages Preferences Marketing Digital Campaigns Marketing Campaigns Master Data Management Matching Engine Critical Data Elements Websites Mobile Apps Digital Channel Franchise/Partner applications 3 rd Party Apps that Interact with Us Lead Generation Tickets Complaints Claims Customer Service Social Media Twitter Instagram Facebook etc. Point of Sales Counter Applications Customer Satisfaction Surveys 7 7

8 Match Engine Creating the Customer Golden Record GID CUSTOMER MASTER MATCH ENGINE ID ID ID 00a ID xyz

9 Customer Application Network An application network is a way to connect applications, data, and devices through APIs that exposes their assets and data on the network. That network allows other consumers from other parts of the business to come in and discover and use those assets. DIGITAL CUSTOMER SERVICE PARTNERS ANALYTICS Application Network COUNTER Customer Gold Record is available as a service for the application network MDM GID s SURVEYS CRM 9 9

10 Catch All Analytics Sources Acquisition Storage Analytics Delivery The Right Data At The Right Time In the Right Place Telematics/Sensors Real Time Data Stream Ingestion Data Lake Dashboards Informed Decision Maker Cloud DW Mobile BI Application Network Application Network (MDM) API Integrations Machine Learning Data Governance, Security API Integrations Customer Interface 10 10

11 Putting It All Together Establish Governance Model Build Customer MDM (Golden Record) Build Analytics Platform Define Customer Data Objectives Map Customer Application Functions Build Application Network 11 11

12 Lessons Learned A Data Governance Program or Customer Data Governance must be put in place. Business Language must be clear. To leverage the golden record on different applications they must subscribe to the application network Customer 360 view can be built by the application network and used on any application that is part of the network. MDM becomes a tier one application. Let the applications do what they do best! (i.e. don t force MDM to do analytics, or force applications to do things they are not designed to do). The analytical platform needs to be able to ingest data in any format at any speed. Security (policies, monitoring, etc.) must be talked up front. Compliance can affect physical implementation 12 12

13 Q&A