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Tijdens de eerste editie van Data Donderdag sprak Sander Klous, hoofd van het Big Data en Analytics team bij KPMG over Big Data ecosystemen in bedrijfsleven en maatschappij.
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1 © 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Contents
Process
■ Approach
■ Big Data awareness event
■ Agile development
■ Evaluation
Examples
■ Life changing events
■ Financial health
■ Hospital care path optimization
■ Data driven decision making
■ Dynamic influencer modeling
■ Crowd monitoring and event security
■ In store customer buying patterns
Process
3 © 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Our approach for a value added result The process of achieving a proof of concept for the selected cases is aligned with the possibility to develop business cases for the other opportunities
Insight into digitalizationDiscovering the digital possibilities
Breaking the rules
Related worlds
Ambition
Ambition
Customer perspective
Powertrackplanning
Business value
Ideas for digitalizationVision Generating an appetite
Preparation for and creating client cases using a Big Data opportunity event Proof of Concept for selected cases and
hand over Transformation of the solution
and business model
Envisioning…
uncovering client cases using a Big Data opportunities
Preparing…
selected client cases for Proof of Concepts
Reviewing…
evaluating the results and determining the
way forward
Developing…
the Proof of Concepts of the
selected client cases
Coordinating the project using a phased and agile approach
Continuous interaction to orchestrate Big Data strategy process and if necessary
adjust business case directions.
2 weeks 10 weeks to be decided
Part of this proposal
Additional activities
Client cases
4 © 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Preparation for and creating client cases using a Big Data awareness event Stakeholder commitment and involvement are key in the activities that proceed to the Big data awareness and opportunity event
To achieve the mutually defined results during the Big data awareness session, preparation is key. This phase consists of multiple activities to prepare the necessary input for the awareness session. In addition to these activities, client stakeholder commitment and involvement are key success factors during this phase.
7: Opportunity event preparation
Conducting an extensive analysis that aims to identify relevant trends in the financial services industry and big data initiatives.
2: Forward Thinking
Identifying relevant business models in related industries will provide valuable learning experience as well as identifying future opportunities.
3: Related Worlds
A customer analysis identifies future needs and priorities that contribute in relevant customer profiles.
4: Customer Perspective
Based on the strategy, trends, and customer profiles analyses, the main value drivers are determined and will form the basis for potential business or revenue models.
5: Business Value
To realize a shared vision a strategy analysis is required and includes an understanding of corporate and e-strategy, a competitive benchmark, and portfolio analysis.
1: Shared vision
Creating client cases by stakeholders using an outside-in view on the possibilities of Big Data for the client business model and strategy.
8: Big Data opportunity event
Adding facts to the fact wall during the preparation will ensure that all insights are used during the event that contributes to client’s future business model.
6: Fact wall
5 © 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Pilot for selected cases and hand over Based on the selected client cases, working pilots are delivered in an agile approach
Scenario I. Using the Teradata EDW Scenario II. Using a Hadoop cluster Scenario III. Using a Teradata Aster cluster
Based on the selected client cases, the required Big Data environment is deployed. There are, for example, three scenario’s: 1. Using the existing Teradata EDW 2. Using a Hadoop cluster 3. Using a Teradata Aster cluster
1: Deploying the Big Data environment
The Scrum Team has to get ready and the Product Backlog has to be groomed. Refined client cases serve as the starting point for development.
2: Getting ‘Ready’
The Scrum Team and Product Owner develop working prototypes in 4 Sprints. Each Sprint starts with a Sprint Planning Meeting and end with a Retrospective. Our agile approach allows for changing requirements throughout the development cycle and ensures getting maximum value from the Big Data environment
3: Delivery using Scrum
6 © 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Pilot Retrospective
When the prototypes have been used for a couple of weeks/months, a pilot Retrospective will be held:
1. The value of the pilot will be evaluated. What did it contribute? What have we learned? This concerns both technical as well as organizational findings.
2. What is the future path for the client concerning Big Data? What are the next steps? How can we leverage data as a strategic asset? What is needed to make us a data-driven company?
The pilot Retrospective is used as input for development of the Big Data Strategy and allows for uncovering Big Data opportunities that maximize business value in support of the client's proposition or uncover possibilities for business model innovation.
Transformation of the solution and business model Evaluation of the pilot and defining the future path...
Using our proven assessment methodology, we will evaluate the pilot findings together.
1: Pilot review
The possibilities of Big Data for the client will be re-assessed. How do we leverage the value of our data? What actions are needed?
2: Future path Transformation of the solution and
business model
7 © 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Weeks (dates to be discussed)
1/2 3/4 5/6 7/8 9/10 11/12 13
8-12 Key players (Client)
1 SME (KPMG)
2 Facilitators (KPMG)
2 Data scientists (KPMG)
1 Project Manager (KPMG)
1 Teradata expert
1 Product Owner (Client)
2 Data scientists (KPMG)
1 Visualisation expert (KPMG)
1 Project Manager/Scrum Master (KPMG)
1 Teradata expert
■ End product
■ Documentation
■ Roadmap
Envision Prepare Develop
Client Big Data strategy development
■ Kick-off meeting
■ Awareness session
■ Workshops
■ Sprint Planning meetings, Demo’s, Retrospectives
Review
■ Workshop
■ Product Backlog ■ Retrospective
1 Product Owner (Client)
2 Data scientists (KPMG)
1 Visualisation expert (KPMG)
1 Project Manager (KPMG)
1 Teradata expert
■ Selected client cases
■ Organizational awareness
■ Working product increments (two week cycle)
■ Basic Big Data environment
■ Refined client cases
■ Ready Product Backlog and Ready Team
Activ
ities
R
esul
ts
Peop
le
4 Key players (Client)
1 SME (KPMG)
1 Facilitator (KPMG)
1 Data scientists(KPMG)
1 Project Manager (KPMG)
1 Teradata expert
Project management
Go / No Go
Go / No Go
Go / No Go
Timeline Approach is characterized by clear steps and focuses on delivery in 12 weeks
8 © 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Our DNA Service as a Data Institute in an Eco-System
• Output via API/ custom visualization
• Entire (custom) solutions for (multiple) clients
II. Crowd & Mobility Management
Storm Cluster Real-time processing
2a
1
Input Data
Monitoring: G
anglia
Configuration m
anagement: Puppet
Cloudera Hadoop Cluster
Batch processing
2b
MongoDB Cluster 3
4
Rest Interface
5a 5b
Widgets
Varnish Cache Varnish Cache 6
Load Balancer
User Request
1’ Web Apps
Service Layer
Security
KPMG Big Data Analytics Platform Optimize time to market
Backend
• Technologies employed
• Based on Open Source resources
• Flexible and scalable solution
Examples
For internal use only
10 © 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Personalized Offerings and Pricing Life-changing events
Combine the internal data of a bank with publicly available data from Funda.nl
Data Hub Customer Analytics Institute
Company A
Company B 1
3
3
2
encr
yptio
n
encr
yptio
n
&
11 © 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Risk Management Financial Health
Pattern recognition in income and expenses – Financial Health predictions
Parameters a & b towards Financial Health Dept.
Parameters a & b towards Non-Financial Health Dept.
Expenses within the range for sustainable behavior
Customers who were never considered by the Financial Health Dept. balanced their spending with their income.
12 © 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Monte Carlo simulation to analyze operational efficiency of Operation Room planning at a hospital.
Operational Excellence Hospital care path optimization
Sim
ulat
ion
Rea
lity
2012 2014
13 © 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Customer Profiling and Operational Efficiency Decision-making based on generated revenue
The most popular handset types used in the entire Netherlands versus Amsterdam. The information is based on the revenue per antenna from analysis of the call detail records. Note that Samsung is most popular in general, but in Amsterdam, the trendier Apple’s iPhone is mostly used instead.
14 © 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Customer Profiling Dynamic Influencer Modeling in Social Media Networks
Dynamic Influencer Model of Business on Twitter
Dynamic Influencer Modeling is used to mine social networks for their influential members. It calculates the influencers according to both the formal and informal connections. It computes the influencers dynamically, computing the influencers in real-time using the output of Tribes identification information. Each of the connections is weighted dynamically, to create ranking of members for diverse topics, such as “Toyota Prius”, “fuel economy” and “baseball draft”.
15 © 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Location Aware services Crowd monitoring and event security during the coronation
KPMG Managed Service Big Data Analytics platform
Analytics as a Service
(AaaS)
16 © 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Location Aware services In store monitoring: understanding customer buying patterns
Background
Tracking customer behaviour is important information which can be gathered using several types of sources. WiFi signals and old-school security cameras are for instance used more and more to store shopping patterns from customers.
Benefits
■ The goal is to define which variables affect a purchase and make changes accordingly. For example, a store might deploy more salespeople, alter displays or put out red blouses instead of blue, according to a story on Bloomberg
Challenges
■ Storing WiFi signals for analysis.
■ Analyzing the customer behavior and plotting patterns, graphs and trend lines.
■ Storing sales data, or motion sensors for extra information about certain products.
■ Storing other relevant (social Media) information.
Solution
■ The analysis of any of these separate data streams will provide vital information about the shopping behaviour of customers. Combining all the data creates even richer information.
17 © 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Location Aware services Live dashboards
Service Catalog Capture rate ■ How many people that walk by actually enter
Dwell time ■ How long does an average visitor stay inside
Conversion ■ How many customers that enter buy a product
Visits ■ How many people visit and how does this vary over stores
Returning visits ■ How often do customers visit a store
Heatmaps ■ What is the most visited area in a store
Benchmarking ■ A/B testing between different locations and dates
Store Layout Optimization ■ What is the best store layout
Trends ■ Above indicators over time
Customer Benefits Location based loyalty ■ Reward Programs (bonus miles) ■ Customer Engagement levels (bronze, silver, gold)
Location aware discounts ■ Based on customer loyalty
In store navigation ■ Help customers find their preferred store path
Queue time optimization ■ Minimize waiting time at cash registers or counters
Hottest item identification ■ Help customers identify best selling products
Collaborative filtering ■ Suggest new products related to customer interest
Personalized offerings ■ Personalized offerings based on better customer profiles
Customer journey ■ Help customers with their purchase decision in stores and at home
18 © 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Location Aware services Heatmap of CHEP 2013 (Conference in Beurs van Berlage)
© 2013 KPMG Advisory N.V., registered with the trade register in the Netherlands under number 33263682, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in the Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks or trademarks of KPMG International.