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Confidential | Copyright © Fractal Analytics 2012 1
Art
Science
The world of payments and business intelligenceA peek into the future
Sankar Narayanan, Fractal AnalyticsDirector – Client Servicing
Kamran Ashraf, Visa EuropeHead of Analytics and Information Services
Big Data Innovation SummitLondon, 19 April 2012
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What is Big data?
Confidential | Copyright © Fractal Analytics 2012 2
Are we Gold prospectors?Are we Gold prospectors?
Information overloadInformation overload
What is the question?What is the question?
Information & espionageInformation & espionage
®The father of modern day analytics and Big Data? – c.1854
Confidential | Copyright © Fractal Analytics 2012 3
®
The world of payments and business intelligence
Confidential | Copyright © Fractal Analytics 2012 4
1. Predictive and accessible analytics
2. Sub-optimal models - Type
‘0’ and ‘A’
3. Critical success factors - T3 scorecard
4. Mobile and
convergence
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1.Learn from all customer behaviour data
Confidential | Copyright © Fractal Analytics 2012 6
Collaborative Filtering (learning from similar customers)Probabilistic Learning Algorithm
We use all data sources that provide information about a customer
Transaction data
Web behaviour Demographic
dataRewards
data
Shopper Intelligence
Self declared data
Product Intelligence
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1.Mapping labels to offers
Confidential | Copyright © Fractal Analytics 2012 7
Targeted OfferTargeted Offer
Customer Product Match : Medium
Offer : Wild Harvest Oatmeal x% off, Responsiveness: High, ROI: Medium, Attractiveness: LowOffer : Wild Harvest Oatmeal x% off, Responsiveness: High, ROI: Medium, Attractiveness: Low
Recent transactions Life events Recent Offers Rules
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Big data – Lets run a diagnostic on your organisation…
Big data plans (100%) Oops!
(5%)
Socialise benefits and get buy-in(65%)
Don’t knowDon’t know
YesYesNoNo
NoNo
Develop business case(25%)
Benefits realisation(1%)
NoNo
Wow ‘business’ with capability and design requirements (4%)
YesYes
YesYes
Business exploitation
strategy agreed?
Business exploitation
strategy agreed?
Budget allocated?
Budget allocated?
Exec buy-in?Exec buy-in?
…Very few organisations have tangible plans for leveraging Big data…Very few organisations have tangible plans for leveraging Big data
Confidential | Copyright © Fractal Analytics 2012 8
®2. Sub-optimal ‘Type 0’ and ‘Type A’ analytics engagement models
Confidential | Copyright © Fractal Analytics 2012 9
Digitisation of data, new data feedsDigitisation of data, new data feeds
Big data solutionsBig data solutions
Cutting edge modelsCutting edge models
Investment in pure science, no growth objectives
Investment in pure science, no growth objectives
Type AType A
Data governance, especially regulatoryData governance, especially regulatory
StrategicStrategic
Data warehouse consolidationData warehouse consolidationOperationalOperational
OptimisationOptimisation
Type 0Type 0‘0’ investment, no growth objectives‘0’ investment, no growth objectives
PlansPlansObjectivesObjectives
Longer lifecyclesLonger lifecycles
®3. Critical success factors (CSFs) in the BI/IT domain – T3 scorecard
Confidential | Copyright © Fractal Analytics 2012 10
…ever closer collaboration
Talent
Tangible
Trust
®3. Critical success factors (CSFs) in the BI/IT domain – T3 scorecard
Confidential | Copyright © Fractal Analytics 2012 11
Talent
Tangible
Trust
®3. Critical success factors (CSFs) in the Business domain
Confidential | Copyright © Fractal Analytics 2012 12
Move from product to customer view – value, behaviours, triggers and touch points
‘Must-have’ requirements which
WILL be applied to business problems
1. Leadership
2. Business application
3. Ownership
Vision, prototyping
ROI themes and ‘test & learn’
Metrics, KPIs = Data dictionary, quality
1Product
Product
Form
Form
TransactionTransaction
ChannelChannel
32
Usage – petrol offer in
cents or %
Activation – restaurant offer +50%
Test & learnThemes
Dormancy – holiday towel
offer +15%
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Leadership by the business and collaboration with BI – An example
Confidential | Copyright © Fractal Analytics 2012 13
®
4. Mobile as an engine for growth
Confidential | Copyright © Fractal Analytics 2012 14
Technology convergence and rise of mobile paymentsTechnology convergence and rise of mobile payments
Within ten years:
50 billion devices will be connected to the Web
Payments initiated by mobile will outnumber transactions on plastic cards
38 years 13 years 4 years 3 years
It took….It took….
….to reach 50m users….to reach 50m users2 years 2 years 1 year
Telephone Television Internet iPod iPhone Facebook Android
Avoid extinction…Avoid extinction…
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4. Impact on the payments landscape
Confidential | Copyright © Fractal Analytics 2012 15
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In summary & thank you for listening!
Confidential | Copyright © Fractal Analytics 2012 16
1. Predictive and accessible analytics
2. Sub-optimal models - Type ‘0’ and ‘A’
3. Critical success factors – T3
scorecard
4. Future (of payments) is mobile and managing convergence is key
1. Predictive and accessible analytics
2. Sub-optimal models - Type ‘0’ and ‘A’
3. Critical success factors – T3
scorecard
4. Future (of payments) is mobile and managing convergence is key
Art
Science
®
In case you didn’t know…
Confidential | Copyright © Fractal Analytics 2012 17
®Fractal’s clients achieve competitive advantage by institutionalising analytics
Confidential | Copyright © Fractal Analytics 2012 21
®Fractal’s clients achieve competitive advantage by institutionalising analytics
Confidential | Copyright © Fractal Analytics 2012 21
®
In case you didn’t know…
Confidential | Copyright © Fractal Analytics 2012 18
®
In case you didn’t know…
Confidential | Copyright © Fractal Analytics 2012 19
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