ants - 360 view of your customer - bigdata innovation summit 2016
TRANSCRIPT
Dr. Dinh Le DatANTS Co-founder & CEO
[email protected] | +84 91 2323 911http://ants.vn
BIG DATA
HCMC, 08/2016
3600 VIEW OF YOUR CUSTOMER
ConfidentialSource: ANTS 2015
Dr. Dinh Le Dat (1982)Co-founder & CEO of ANTS, BigData & Digital Business Evangelist, Expert in Big Data/Data-Driven Marketing at FPT Corporation.
• Co-founder, CEO of ANTS – Big Data in Advertising and Data-Driven Marketing Solution (ANTS.vn).• Former Chief Technology Officer at FPT Online Service JSC. • I worked for Boeing-Luxoft Russia, FPT Online Service JSC, FPT Technology Innovation.• 15+ years in Internet Technology and Product EcoSystem experience including Social Network/ Social
Media (Banbe.net, Nhacso.net), Online News (VnExpress.net, Ngoisao.net), Games Online (Gate.vn), eCommerce (Sendo.vn) and Online Advertising (ANTS.vn, eClick.vn).
• 10+ years in Technical Architect of High Scalability for Web/Mobile & Big Data/Analytics in Digital Content and Online Advertising.
• Co-founder, Former CTO of Yola JSC – Leading English E-learning Platform (Yola.vn)• Awarded Doctor of Philosophy in Physics and Mathematics (Ph.D.) at M.V. Lomonosov Moscow State
University with research “METADATA MODEL ONTOLOGY FOR GEOSPATIAL DATA AND SERVICES” (2008).• Finished with diploma with honors & medalist at Faculty of Computational Mathematics and
Cybernetics, M.V. Lomonosov Moscow State University (2004).
(https://www.linkedin.com/in/dinhledat & http://dinhledat.com)
Confidential
Sondergaard writes, “In 2009, 0.9B sensors and 1.6B personal devices – so roughly 2.5B ‘things’ – were connected. But by 2020, that will grow to become 30B ‘things.’ In fact, by 2020 all products costing more than $100 should have sensors embedded…”
#DigitalIndustrialEconomy
#DataDrivenEconomy
Confidential
Business leaders don’t think of digital as central to their business because in
the past, it hasn’t been. But now your customers, your products,
your business operations, and your competitors are fundamentally DIGITAL.
Confidential
Gartner - Data-driven marketing refers to acquiring, analyzing and applying information about customer and consumer wants, needs, context, behavior and motivations.
Source: Gartner, Publicis 2015
Confidential
Confidential
Confidential
Confidential
ONLINE
USER
OFFLINE
USER
CUSTOMER
CENTRIC -
360 0 VIEW
ConfidentialSource: BackBase 2016
ConfidentialSource: Steve Jobs, Apple
“Get closer than ever to your CUSTOMERS. So close that you tell them what they need wellbefore they realize it themselves.”
CRM
Location
Billing & OrderingSocial
Web/Apps/Clickstream Network/Usage
ChannelsDemographic
Service CallRecords
Devices
ConfidentialSource: Cloudera 2016
A holistic real-time view of your individual customers
Across all products, systems, devices and interaction channels
In order to deliver a consistent, personalized, context specific and relevant experience
ConfidentialSource: ANTS, Cloudera 2016
PERSONALIZEDto reflect preference
and aspirations
RELEVANTin the moment to
customer’s needs and expectations
CONSISTENTacross all channels,brands, and devices
CONTEXTUALIZEDto present location and circumstances
ConfidentialSource: Cloudera 2016
ConfidentialSource: Cloudera 2016
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 data
Activity data – clickstream data, content preferences, customer care logs, is kept in BU silos or not kept at all
ConfidentialSource: Cloudera 2016
Stru
ctu
red
Dat
a Is
lan
ds
Sem
i-St
ruct
ure
d
Dat
a Is
lan
ds
ConfidentialSource: Cloudera 2016
Stru
ctu
red
Dat
a Is
lan
ds
Sem
i-St
ruct
ure
d
Dat
a Is
lan
ds
Other/New Data Sources – Mobile,
Sensors, Apps, Network Logs, Files
Does not model easily into traditional
database schema
Limited processing
power
Storage scaling very expensive.
Not designed for ETL
Based on sample /
limited data
Manual work
ConfidentialSource: Cloudera 2016
Stru
ctu
red
Dat
a Is
lan
ds
Sem
i-St
ruct
ure
d
Dat
a Is
lan
ds
ConfidentialSource: ANTS, Cloudera 2016
Who are you?
Where are you?
What have you purchase?
What content do you prefer (+ads)?
Who do you know?
What can you afford?
What is you value to the business?
How / why have you contacted us?
ConfidentialSource: Cloudera 2016
ConfidentialSource: Cloudera 2016
ConfidentialSource: Cloudera 2016
Confidential
Confidential
Enrich Audience & Customer Data using Data Management
Platform
Customer Acquisition using Data-Driven and Automation
Digital Marketing
3600 Customer Insight and Journey in Omni-Channel
D A T A - D R I V E N & A U T O M A T I O N S A L E - M A R K E T I N G P L A T F O R M
• Unique Audience• 500+ Data Points/Audience:Demographics, Email, Phone, Location, Internet Behavior, Content Reading Trends, Social & Friends Graphs, Event, Interest, Ecommerce and Advertising Intent, Mobile, etc.
• Customer Profile • Customer and Product Data ModelBig Data Analytics, Customer Data Modeling based on multiple data points, Customer Segmentation and Marketing ROI, etc.
1 2 3
Ou
tco
me
& K
PIs
O
bje
ctiv
e
• Cost Per Lead• Cost Per CustomerMultichannel Brand & Performance Campaign with Lead/Customer Acquisition, Dynamic Content Optimization, Web UI/UX Optimization, Automation CRM-Mobile-Sale-CallCenter, etc.
Confidential
ConfidentialSource: DailySocial; eMarketer
CASE STUDY
Confidential
CASE STUDY
Confidential
CASE STUDY
ConfidentialSource: Gartner Catalyst 2014, ANTS
CASE STUDY
Last 24HMillion of Non-decision making target audience
Confidential
• 3600 View of Customer• Driver & User Experiences• Real-time Traffic Data• Dispatcher Optimization• Scheduling • Fraud Prediction• …
CASE STUDY
Confidential
CASE STUDY
• 3600 View of Customer• International• Social Media• Internet & OTT
• 2nd Screen• Gamification• Content on-demand• Recommendation (75% views)
75% of users select movies based on
RECOMMENDATIONS
• 27M Users• 30M Plays/Day• 40B Events/Day• 4M Rating/Day• 3M Search/Day
Confidential
• 3600 View of Customer• Mobile & Social• Connected Consumer• CRM• Augmented Reality• User Experiences• Real-time• Recommendation• Up-Sale/Cross-Sale• …
CASE STUDY
ConfidentialSource: Gartner, Publicis 2015
Unleash the full economic potential of #Digital Business!
ANTS | FPT Corporation / FPT Technology Innovation
Mobile: +84 91 2323 911 / Office: +84 8 7301 9199 / Fax: +84 8 7301 9199
FPT Building – 9th Floor, FPT Technology Innovation,
153 Nguyen Dinh Chieu Str., Ward 6, Dist.3, HCMC, Vietnam [email protected] | http://ants.vn | http://fptventures.vn
THANKS FOR
WATCHING