Date post: | 06-Jan-2017 |
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Technology |
Upload: | capgemini |
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1 © Copyright 2016 EMC Corporation. All rights reserved. 1 © Copyright 2016 EMC Corporation. All rights reserved.
THE CONNECTED CONSUMER REAL-TIME CUSTOMER 360 MAY 04, 2016 Steve Jones
Global VP, Big Data and Analytics [email protected]
2 © Copyright 2016 EMC Corporation. All rights reserved.
THE BUSINESS CHALLENGE
Become a Digital Data
Driven Company
Position for the Future
Enable Omni-Channel Analytics
Capabilities
Current State
• Traditional Web based analytics for website.
• Limited, and slow, combination of information between we and other channels
• Unable to integrate internal and external insight in a consistent way
Future State • Omni-Channel Capability: Design, develop and implement a solution to more
effectively understand the omni-channel customer experience.
• 360 Customer Centric View: Enable the aggregation and analysis of online, offline, customer characteristic, and third-party into an environment that is accessible by analysts and business users, on a near real-time basis.
• Self-Service: Data democratization / Integration / On Demand Access - Develop a trusted data source with extensive drill-down capabilities that enables the users with ease of on-demand data access and addition of new sources
• Ease of Consumption: NRT Reporting / Analytics / Visualization - Design, develop, and implement tools, processes and methods to enable the consumption of data.
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As companies intends to be able to better analyze the customer omni-channel experience across all functions, it’s important to understand that the Digital Divide depicted below is a limitation to become a full-fledge Digital company.
BECOMING A DIGITAL ANALYTICS COMPANY: BRIDGING THE DIGITAL DIVIDE
Source: Capgemini Consulting-MIT Analysis – Digital Transformation: A roadmap for billion-dollar organizations; The Digital Advantage (c) 2012 and 2013
Analytics • Target marketing
more effectively • Personalize marketing
communications • Optimize pricing • Better qualify sales
prospects
Process Digitization • Automating processes • Monitoring operations
in real-time • Adaptability to
external changes
Internal Collaboration • Active knowledge sharing • Use of internal social
networks and video conf. • Working anywhere,
anytime, any device
Social Media • Monitor reputation • Promote products and services • Sell products and services • Provide customer service • Build customer communities
Customer Experience • Cross-channels consistency • Personalize the customer experience • Offer self-service
Mobile Channel • Promote products and services • Sell products and services • Provide customer service
Data Integration • Customer Data
• Other data (finance, supply-chain, operations)
Customer Engagement Operational Processes DIG ITAL DIVIDE
4 © Copyright 2016 EMC Corporation. All rights reserved.
A STANDARD REFERENCE ARCHITECTURE FOR DIGITAL ENGAGEMENT
CAPGEMINI’S BLUEPRINT FOR BUSINESS DATA LAKE:
Data Movement Design ETL/ELT processes for data movement from heterogeneous data sources to Hadoop and beyond
Data masking Design masking process on write (persistent data masking) or on read (dynamic data masking).
Analyze Provide data Visualization and Analytics tools, models and frameworks for analytics
Enrich Design Enrichment processes to prepare Hadoop Data And Augment It With Descriptive Metadata
Prepare Data for Analysis Define strategy for data preparation and provisioning to enable self service BI and advanced analytics
Database Design flexible and scalable database to evolve with the Omni-Channel requirements
Ingestion Design Ingestion process (batch and near real-time) for structured, semi-structured, and unstructured data sources
Discovery Design Data Discovery process for Data Catalogue, Data Profiling and Data Lineage.
Insights Provide Analytics at the Point of Relevance through front to back integration of tools
Customer 360 Design a trusted data source for 360-degree customer view
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ITS BIG, FAST AND CLEVER
Stream Processing
Transform
Dashboard
Ambari
Interactive Data
Storage
Streaming Fo
rward
to
sp
ark
ETL
Informatica BIG DATA Edition
Alerts
Ing
est to
HD
FS
JMS
Fast and Batch Ingest
Near Real-Time
Batch Interactive
Load to HDFS
SOURCE DATA
Email, Call Logs,
Documents
Click Stream
Policy, Quote, Claim Data
Customer Account Data/CRM/MDM
EDW
REST
Streaming
JMS Analytics
Tableau / Qlik /
SHINY
Distributed DB
Query Engine
NoSQL
HBase SQL
Interface
Phoenix
ETL / MDM
Customer 360
SQL on Hadoop
Ad-hoc BI
Tableau / Qlik
Analytics Engine
R / SAS
Informatica BIG DATA
Edition
Near Real-Time
Tableau / Qlik
Alerts
Machine Learning Improved Models
Streaming
Role Based Dynamic Data Masking
Adobe Insights (Online &
Offline Data)
Txt / Csv Import
FTP
6 © Copyright 2016 EMC Corporation. All rights reserved. 6 © Copyright 2016 EMC Corporation. All rights reserved.
DEMO
7 © Copyright 2016 EMC Corporation. All rights reserved.
Stream Processing
Transform
Dashboard
Ambari
Interactive Data
Storage
Streaming Fo
rward
to
sp
ark
ETL
Informatica BIG DATA Edition
Alerts
Ing
est to
HD
FS
JMS
Fast and Batch Ingest
Near Real-Time
Batch Interactive
Load to HDFS
SOURCE DATA
Email, Call Logs,
Documents
Click Stream
Policy, Quote, Claim Data
Customer Account Data/CRM/MDM
EDW
REST
Streaming
JMS Analytics
Tableau / Qlik /
SHINY
Distributed DB
Query Engine
NoSQL
HBase SQL
Interface
Phoenix
ETL / MDM
Customer 360
SQL on Hadoop
Ad-hoc BI
Tableau / Qlik
Analytics Engine
R / SAS
Informatica BIG DATA
Edition
Near Real-Time
Tableau / Qlik
Alerts
Machine Learning Improved Models
Streaming
Role Based Dynamic Data Masking
Adobe Insights (Online &
Offline Data)
Txt / Csv Import
FTP
WHAT YOU SAW
12,500 clicks a second
Sessionization and
Tokenization
Customer Records
Digital Profile
8 © Copyright 2016 EMC Corporation. All rights reserved.
WHAT IT RUNS ON – WELL THE DEMO RAN ON A SINGLE MACHINE BUT…
Tech
nic
al
Orc
hest
rati
on
S
erv
ice
Orc
hest
rati
on
Vm
war
e
V-R
ealiz
e Cort
ex
Client Specific Tools
Hortonworks Data Platform
Computer and Memory (EMC Big Data Systems)
Storage and Parallelization (Data Lake)
Software Defined Network
Monitoring &
Loggin
g
Audit R
eport
ing