creating single customer view (single view of entities) with data virtualization (session 6 from...

© 2013 Denodo Technologies

6 Sessions Covering Key Data Integration Challenges

Solved with Data Virtualization

Session 6: Data Virtualization for Single Entity/Customer View

Topics covered:*Making BI agile

*Integrating Big Data*Combining SOA and Data

Integration*Enhancing and Extending MDM

and DW*Creating a single view of your

customer


Today’s Speaker

■ Paul Moxon

Senior Director, Product Management


Agenda

■ The Need for a Single View of Customer

Data

■ Integrating External Data for a 360° View of

Your Customer

■ Customer Use Cases

■ Summary

■ Q&A and Next Steps


A World of Seven Billion “Me”s

■ Customers expect – even demand – a personal experience

■ Based on previous interactions with company

• But not ‘stale’ interactions

■ Don’t want recommendations from months ago

• Need ‘supplemental’ information

• Possibly from outside the organization

■ If you don’t do this, someone else will…


Predictive Analytics – The Holy Grail

■ Ultimate ‘use case’ is to predict the actions of the (prospective) customer

• Know what they are going to do (before they know it themselves)

■ Based on past data and current information

• Mood, location, aspirations, socio-economic, etc.

■ Prediction without being invasive or ‘creepy’

• Target – ‘Pregnancy prediction’ score

■ Significant competitive advantage for companies that get this right


An Imperfect Understanding – More Data Required

■ Companies need more than just ‘direct’ data on customer

• e.g. CRM data, clickstream data

■ Need to enhance this with customer ‘environment’ data

• e.g. location, alternatives (competitors or replacements), etc.

■ Go beyond traditional – typically internal – data sources

■ Create a ‘multidimensional’ view of the customer


Multidimensional View of the Customer

Source: “The Future Of Customer Data Management”, Forrester Research, April 2013


Agenda


Data


Your Customer


■ Summary



The Need for External Data

■ External data provides a fuller picture of your customer

• i.e. the ‘multidimensional view’

■ Goes beyond transactions with you

• e.g. who (or what) influences the customer? Does the customer influence others?

■ Are there external factors (social, geographical, political) that might affect your customer?

• Can you take advantage of these? Or at least recognize them?


Examples of External Data

■ Social Media

• Twitter, Facebook, LinkedIn, etc.

■ Federal government data

• Informational and regulatory websites e.g. CDC, FDA, SEC, etc.

■ State or local government data

• e.g. State and County court websites, Land/Deed Registry data, etc.

■ Mobile devices

• Mobile apps, geolocation, device ‘fingerprints’, etc.


Challenges Facing IT

Source: Global Customer Analytics Online Survey, Forrester Research, Q1 2012


Denodo Data Virtualization Platform

Data

Co

nsu

me

rsEnterprise Applications, ESB Reporting, BI, Portals Mobile, Web, Users

Data

Vir

tuali

za

tio

n Design Tools

Optimizer

Cache

Scheduler

Monitoring

Governance

Metadata

Security

Publish Real-time (Right-time) Data Services

Combine Transform, Improve Quality, Integrate

Connect Normalized Views of Disparate Data

Denodo Platform

Library of Wrappers Web Automation Any Data or Content Read and Write

Data

So

urc

es

Databases & Warehouses

EnterpriseApplications

Cloud / SaaSApplications

XML, Excel,Flat Files

Big Data, NoSQL

Web 2.0 Soc. Media

PDF, Docs,Index, Emails

More Structured Less Structured

Business SolutionsAccess Information-

as-a-Service

Denodo PlatformRight Information at the Right Time

Disparate DataAny SourceAny Format

Multiple Protocols,

Formats

Linked Data Services

Query, Search, Browse

Request/Reply,

Event Driven

Secure

Delivery


Key Technologies for Multidimensional of Customer



Technology Stack



Agenda


Data


Your Customer


■ Summary



Vodafone – Single View of Customer

■ Vodafone – Global telecommunications company

• Based in UK with operations worldwide

• £46B annual revenues (2012)

■ Vodafone-Communitel business unit focused on providing services to large business customers in Europe

• Very competitive segment of telecoms market

■ Customer retention (and loyalty) is key


Vodafone – Call Center Challenges

■ Average call time = 6 minutes

• Multiple applications

• Different access methods:

■ Web-based & proprietary client-server applications

■ A lot of training needed

• Incomplete data and stale data

• Whenever the operator needed additional information, he/she has to traverse several windows across the application:

■ Login/password, client selection, navigation, etc.

■ Need: optimize response time and improve quality of service perceived by the client

• Client Satisfaction Client loyalty


Vodafone Architecture

Performance: Less than 5 seconds to gather data from over 15 systems and ~100 data elements


Vodafone - Benefits

■ Average call time reduced to 2 minutes

• Better customer satisfaction scores

■ Higher customer retention and loyalty rates

■ Better information for upselling and cross-selling


R – Extended Single View of Customer

■ Fiber-optic communications provider in EMEA

• Serving commercial and residential customers

■ Mentioned previously in ‘Data Virtualization & Big Data’ webinar

• Session #3 in ‘Packed Lunch’ series

■ Wanted Single View of Customer for multiple applications

• Self-service Portal for customers

• Call Center system

• Partner (Distributor) Portal


R Architecture


R – Benefits

■ Significant reduction in call handling time and improvement in customer satisfaction

■ Deeper knowledge of customers and competitors allows R to anticipate customer needs

■ Reduction in time to market for new products & services

■ Reduced response time from IT in the creation of new data services to be used by the different business units (matter of hours instead of weeks/months)

cost reduction


Leading Insurance Company

■ One of the largest insurance and financial services companies in the world

• Fortune 500 company - Annual revenues $22.4B (2012)

• Over $250B assets under its control

• 32,000 employees

■ Needed single view of customer for underwriting activities

• Underwriting agents pulling data from multiple sources

• Incomplete view of customer

• Affects speed of underwriting process – or risks assumed


Insurance Company – Single Underwriting Desktop Architecture

Customer DB

Policy Data

Auto policy,

Homeowners,

RV, Motorcycle,

Umbrella

Support Info

Driving records

MVR Data

Credit score

Prior Loss Data

IMS DB system on IBM Mainframes

Acquired company

Policy and Support

information

Network of 750 Underwriting Agents

Enriched Single

Customer view

• Added customer

information from web,

cloud

Unified Data Layer

3rd party

appsWeb and cloud data

System Queues

Single Unified

Desktop Application

Time taken for

underwriting decisions

reduced by 66%


Agenda


Data


Your Customer


■ Summary



Summary

■ Single view of customer has clear benefits

• Better personalization for customer interactions

• Increased loyalty and revenues

■ Multidimensional view of customer involves more than internal data

• Need ‘customer environment’ information

■ Data virtualization key enabler for ‘single view of customer’

• Using internal data or multidimensional view combining external data

■ Remember – ‘Single view’ is not just of the customer

• Other business entities can benefit from a ‘single view’ project


Agenda


Data


Your Customer


■ Summary



Data Virtualization & Single Customer View – Questions?


Data Virtualization & Single View – Next Steps

Move forward at your own pace

Whitepaper: “Unlock the Value of Your Data & Dramatically Improve Your

Customer Service”

http://www.denodo.com/en/resources/solution_briefs/master_data_management/index.php

View Short Demo of Denodo Platform 5.0

http://www.denodo.com/en/resources/videocasts/platform5_demo.html

Packed Lunch Webinar Sessions on-demand – Data Virtualization for…

o Making BI Agile

o Integrating Big Data

Move forward with one of our Data Virtualization experts

Phone: (877) 556-2531 |Email: [email protected] | www.denodo.com

o Enhancing and Extending MDM and DW

o Creating a Single View of Your Customer

o Combining SOA

and Data Integration

http://www.denodo.com/en/resources/solution_briefs/master_data_management/index.php

http://www.denodo.com/en/resources/videocasts/platform5_demo.html

http://www.denodo.com/en/resources/webcasts/packed_lunch_series_agile_bi_strategy_na/em01.php

http://www.denodo.com/en/resources/webcasts/packed_lunch_series_big_data_na/em01.php

mailto:[email protected]

http://www.denodo.com/en/resources/webcasts/packed_lunch_series_data_virtualization_dw_mdm_na/em01.php

http://www.denodo.com/en/resources/webcasts/packed_lunch_series_customer_view_na/em01.php

http://www.denodo.com/en/resources/webcasts/packed_lunch_series_capitalizing_soa_na/em01.php


Stay Tuned – More to Come…

Topics covered:*Making BI agile

*Integrating Big Data*Combining SOA and Data

Integration*Enhancing and Extending MDM

and DW*Creating a single view of your

customer

Thank You!

creating single customer view (single view of entities) with data virtualization (session 6 from...

Data & Analytics

external data external

customer environment

single view of customer

crm data

big data

direct data

past data

clickstream data need