Architect’s Guideto CXTim Vincent, EMEA Solution Engineering Manager
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The Dawn of the Right-Now EnterpriseHow to win in an era of unprecedented disruption
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The Right-Now Economy: BusinessTransaction velocity continues to grow exponentially
Months > Weeks > Days > Hours > Min/Sec > NOW
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Expectation to EntitlementUsers continue to demand more
Relevantto me
Availablealways
Instantlyresponsive
Accessiblewherever I am
HoweverI want it
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The 5 dimensions that need to be addressed
to deliver superior customer experience
Customer Experience (CX) use cases
Customer 360
Loyalty Programs Consumer Fraud
Detection
Personalization &
Recommendation
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Application requirements for CX use casesin the Right-Now economy
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CX Use Cases 5 Dimensions Application Requirements
• Customer 360
• Personalization &
Recommendations
• Loyalty Programs
• Consumer Fraud
Detection
Relevancy Contextual
Availability Always On
Responsiveness Real Time
Accessibility Distributed
Engagement Scalable
The data architecture for the right-now customer experience
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C360Personalization &
Recommendations
Loyalty
Programs
Consumer Fraud
Detection
DataStax Enterprise (DSE) – powering the right-now customer experience
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An operational data layer of database, search, and
analytics, all independent of the underlying
infrastructure
DSE provides:
• Contextual customer views in real-time
• Hybrid cloud enablement
• Massive linear scalability and 100% uptime
• Consistent security model across entire data layer
• Integrated, end-to-end data ingest and analytics
• Flexible data model
Contextual customer views in real time
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Why does it matter?
• Providing great, instantly responsive
customer experience requires a holistic,
cross-touchpoint, fully contextual view of
every single customer.
How can DataStax Enterprise help?
• Contextualizes relationships between
customer data and other data (product,
channel, social, etc.)
• Reveal deeper insights that happen in the
moment of the interaction
• Deliver personalized, in-the-moment
customer experience
Hybrid cloud
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Why does it matter?
• Flexibility to manage your data and
applications on public cloud, on-premise,
hybrid cloud, or multi-cloud
How can DataStax Enterprise help?
• Provides consistent data management
layer for on-premise, multi-cloud, or hybrid
cloud deployments. This helps you:
• Gain business agility
• Achieve compliance, governance,
and sovereignty
• Remain competitive
HybridClouds
PrivateClouds
PublicClouds
Linear scalability and continuous availability
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Why does it matter?
• Customer data is constantly being
captured by different systems and devices
and data volume, speed, and format
change constantly and unexpectedly.
• Customers expect 24-7-365
application response.
How can DataStax Enterprise help?
• A masterless, distributed, active-active
architecture ensures on-demand
scalability and always-on availability,
while supporting a multi-datacenter
environment.
Security
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Why does it matter?
• Customer data often contains extremely sensitive
information, which means that even just a single data
breach can bring devastating consequences.
How can DataStax Enterprise help?
• Consistent security model across the entire data layer
that helps you achieve compliance and data governance.
It includes:
• Transparent data encryption
• Identity management for authentication and
authorization
• Granular control through RBAC and RLAC
• Auditing
Data
Auditing
Transparent Data
Encryption
External
Authentication
Integrated data ingest and analytics
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Why does it matter?
• Providing seamless customer experience requires
dismantling data silos and having a single, holistic,
real-time view of all customer data.
How can DataStax Enterprise help?
• Quickly ingest and integrate large volumes of siloed
customer data to provide comprehensive customer
views and real-time insights via:
• Fully integrated batch and streaming analytics
capabilities
• Connectors for popular reporting and
visualization tools
RDBMSJSONCSV
Bulk DataLoad
StreamProcessing
Flexible data model
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Why does it matter?
• Explosive growth in data volume and type including
static profiles, relationships, real-time activities, etc.
makes a single data model insufficient.
How can DataStax Enterprise help?
• Provides support for mixed workloads and all four
major data models
• Tabular
• Graph
• Key-value
• JSON/Document
Why is MDM not enough?
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Master data management, or MDM, provides
a static customer view and incorporates only
structured data.
A real CX data platform goes far beyond
MDM by:
• Integrating MDM and other data sources
• Delivering a contextual customer view
in real-time
• Operationalizing customer data for
instant insights and actions
• Guaranteeing 100% uptime
• Allowing global data access
Always-on
CX Data
Platform
Reporting
Analytics
Discovery
Customer Master
Macquarie
THE CHALLENGE: Drive digital transformation initiatives to
enhance customer experience.
• Macquarie uses DSE to drive their customer
experience initiative.
• Consolidated data from many disparate systems
delivers 360º, real-time customer visibility.
• Their world-class consumer banking app utilizes
real-time analytics and full text search.
• Customers now have better insight into
how they spent their money and where.
• Transformed from no retail presence to a
digital consumer banking juggernaut
in less than 2 years.
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Macquarie bimodal architecture
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Channel Services (APIs)
Smart Data Store (DSE)
High
Cadence
ESB / Product Services
Core Banking
Slow
CadenceCash Management Cards Wealth Mortgages
Macquarie – Customer 360
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Channel / Data Services
Logs
Geo
Text
Emails
CoreBanking
FIS
CRM
Streaming Data Events,Replicate Data,
Tables fromTransactional Applications
CoreBanking
Card Services(FIS)
CRM
Data Harbor(EnterpriseAnalytics)
Transactional Systems,Databases,Flat Files,
Batch Data Feeds
Re
al T
ime
Da
ta In
ge
stio
n &
Pro
ce
ssin
g
Product Services
Bu
lk D
ata
Ing
estio
n
Steam Processing Realtime Analytics Batch Analytics
Elastic Scalability Columnar Unstructured Data
Data Protection In Memory Cassandra
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…to proven data platform…
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…powering theRight-Now Enterprise.
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A unified CX data layer of
database, search, and analytics,
that enables enterprises to:
• Innovate by using our data
platform to gain a holistic view
of all customers
• Accelerate their customer
experience initiatives
• Mitigate risk and increase
flexibility for critical customer
experience initiatives
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DATASTAX ENTERPRISEIS POWERINGTHERIGHT-NOW ENTERPRISE