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How can Big Data help Marketeers improve Customer Intimacy and Develop New Business. What's the approach, which architecture to choose? Who can help? The role of the Data Scientist?
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Big Data Webinar Series
Big Data Webinar Series
Customer In4macy & Develop New Business March 11, 2014
Opera4onal Excellence March 18, 2014
March 25, 2014
April 1, 2014
April 3, 2014
Big Data in Public Services
Big Data in Healthcare & Life Sciences
Big Data in Human Resources
Big Data = Hype?
Transac4onal Event-‐Based
Response Based
Geographic Demographic
Basic Info
ID
• Payment History • Call Center Interac4ons • “Installed Base”
• ‘Enriched’ data Segments
• Name, Adress
• 14C545J..K
Customer Insight
Customer Insight: Mass Marke4ng
Omni-‐Channel Customer Experience
d
Web Search Web
Order Online Renew
Voice Get Help
In-‐Store Visit Retail Store
Print Read Ar4cle
See Promo4ons
Read Manual
Chat Ask for
Info
Email Get Confirma4on
Social Ask for Advice Tweet about
Experience
Need Research Select Buy Recieve Use Maintain Recommend
Ask for Recommendations Read Reviews
Change Order
Pickup Local Store
Step 1: Acquire & Organize
Preference
Online Behaviour
Context
Transac4onal Event-‐Based
Response Based Geographic Demographic
Basic Info
ID
• Sen4ment • Like, Unlike
• Follow Web Clicks • Device (PC, SmartPhone, Tablet,…)
• Loca4on • Shopping Basket • Payment History • Call Center Interac4ons • “Installed Base”
• ‘Enriched’ data Segments
• Name, Adress
• 14C545J..K
Step 2: Enrich & Analyze
ID: J23JHTTU
Jan Steen
35 Year
Antwerp
ID: LLHR765
Johan Steenacker
35 Year
Antwerp
Step 2: Enrich & Analyze
ID: J23JHTTU
Jan Steen
35 Year
Antwerp
Married, 3 children
Teacher
Trainer local Kids Soccer Team
Football, Ac4ve Cycling, Camping
ID: LLHR765
Johan Steenacker
35 Year
Antwerp
Complicated
Laywer
Chairman Belgian-‐Indian Diamond Trade Associa4on
High End Exo4c Travel, Extreme skiing, Golf
External
Internal
New
Step 3: Decide & Execute em
ail Loca4on Based
Offer
Coupon Banner
…
Mul4 Channel Cam
paign Managem
ent
Insight & Recom
menda4on
Selec4on
Repor4ng & Analy4cs
Data Flow Concepts
Analyze Acquire Organize Decide
OLTP Data
RDBMS ETL DWH BI
Analyze Acquire Organize Decide
RDBMS ETL DWH BI
New Data
OLTP Data
Data Flow Concepts
Use Case drives the Data Flows
Analyze Acquire Organize Decide
RDBMS ETL DWH BI
New Data
OLTP Data
Use Case drives the Data Flows
Analyze Acquire Organize Decide
RDBMS ETL
New Data
OLTP Data
Analyze
Streaming (CEP Engine)
Organize Acquire Decide
New Data
BI
BAM
BPEL
Use Case drives the Data Flows
Big Data Journey
Business Defines mandate and
requirements
IT Acquires and integrates data
Data Scien4sts Build and refine analy4c models
IT Publishes new Insights
Business Consumes insights and measures effec4veness
Cronos Big Data Services Offering
Use Case Discovery Workshop
Big Data Analytics
Implementation Services
Proof of Concepts
The role of the Data Scien4st
Business Strategy Analyst
Hadoop System
Administrator
Hadoop Developer
Data Architect Data Analyst/ Sta4s4cian
Iden4fy Business Pains &
demonstrate through
Analy4cal skills how the
available data can be exploited on a Strategic
Level
Hadoop Cluster installa4on & administra4on. Data Loading
Build the relevant dataset by cleansing, filtering,
grouping and aggrega4ng the data using
parallel processing
languages like MapReduce Hive, Pig, Impala,…
ETL tooling, MDM, Data Cleaning & Matching
Integra4on with Enterprise Architecture
Data Governance &
Security
Through sta4s4cal Analysis,
conceptual and predic4ve data
modeling, machine learning,…
Discover pajerns, trends, insights. Translate these to
Business Opportuni4es
Cronos Big Data References Use Case Discovery Workshop
Proof Of Concept
Implementa4on Services
Big Data Analy4cs
Call Center þ þ þ þ
Healthcare þ þ þ
U4lity þ þ þ
Editor þ þ þ
Telco þ þ
ISV þ
Media þ
Transport þ þ þ
Manufacturing & Distribu4on
þ
Online Gaming þ
þ
Clever usage of data to make bejer decisions
Conclusions
Contact: [email protected]` +32 496 57 66 27
