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Big Data and the Consumer Experience New developments in Cloud technologies have revolutionized the way organizations interact with their customers. Today it is all about Consumer experience, Consumer insights, Consumer behavior, Consumer Journey. The fact that many of the vendors with marketing product stacks have all rechristened their offerings under the “Consumer Experience” banner is. With rich media, the very focus of digital marketing and commerce has shifted from product-centric to consumer centric. Cloud computing has enabled the global access for consumers across the world – for the right person, at the right time, and the right content. The side effect of this is consumers are more empowered and therefore have much higher expectations. And the omni-channel nature of basic consumer interaction leads to very high demands on the ability to consume, analyze, and repurpose data to deliver a much more personalized consumer experience. Without the advancement in Big Data technologies, this would quickly become an infeasible and unmanageable situation. This session focuses on the application of Big Data to the business of digital commerce and marketing leading to digital transformations in the enterprise, with real-world examples. As with any new technology, the challenge is to leverage and apply it appropriately to specific scenarios in the industry. Some situations require aggregating data from multiple sources and repurposing consumer data to lead to better offers and recommendations for sales. Others require leveraging the information gathered from implicit consumer interaction with information from other digital touch points to create a 360 degree view of the consumer. All of these require decisions such as segmentation of data across brands, business units, markets, and products, as well as technology choices and on premise and off premise solutions for managing the data.
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1/4/2014
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About Ajit
• Associate Vice President, Digital Transformation, Infosys Limited
• Founding Editor of XML Journal
• J2EE Editor of Java Developer’s Journal/SOA Journal
• 125+ articles
• 20+ conferences, US and international
• 20+ years in IT and Marketing
I have a collection of 20,000+ comic books
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Χ Cloud infrastructure
Χ Big data technologies
Χ APIs and design patterns
Χ Java, XML, .NET, HTML5, …
Χ The answer to life, the universe, and everything (cause we all know it is 42)
About this session
Digital trends
The digital consumer
Omni-channel commerce
Cloud enabled marketing
Big data enabled analytics
Delivering customer experience
Positive I won’t cover I will cover
I hope to make this session informational, interactive, and entertaining
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© spacenerdsgroove.com http://spacenerdsgroove.com
It can’t do your homework
I WISH HE WOULD STOP OVERHEARING
MY CONVERSATIONS
DAD, I HAVE TONS OF HOMEWORK. CAN
SOLVE MY MATH PROBLEMS?
SO IT’S ANOTHER PIECE OF USELESS
TECHNOLOGY!!
BIG DATA IS NOT
MEANT TO DO
HOMEWORK.
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Digital Trends
Predictive Analytics
Actionable Insights
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Digital projections
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So what’s the Big Deal about Big Data?
Volume
Velocity
Variety
Insights
Intelligence
Virtualization
Veracity
Validity
Value The problem The solution The outcome
Big Data are high-volume, high-velocity, and/or high-variety information assets that require new forms of processing to enable enhanced decision making, insight discovery and process optimization - Gartner
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3 Enablers
• Massively Parallel Processing (MPP) • In-database processing • In-memory analytics
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Technologies NoSQL Databases MongoDB, CouchDB, Cassandra, Redis, BigTable, Hbase, Hypertable, Voldemort, Riak, ZooKeeper
MapReduce Hadoop, Hive, Pig, Cascading, Cascalog, mrjob, Caffeine, S4, MapR, Acunu, Flume, Kafka, Azkaban, Oozie, Greenplum
Storage S3,Hadoop Distributed File System
Servers EC2, Google App Engine, Elastic, Beanstalk, Heroku
Processing Yahoo! Pipes, Mechanical Turk, Solr/Lucene, ElasticSearch, Datameer, BigSheets, Tinkerpop
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The Yin and Yang of Digital Enterprise
Build the brand
Promote the Brand
Preserve the Brand
Promote loyalty
Sell the product
Manage the order
Serve the customer
Promote Loyalty
Digital Marketing
Digital Commerce
It’s all about the experience consumer
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Targeting the digital consumer
Digital Commerce
Digital Marketing Consumers
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Five recent enablers
Integrated Applications Deliver a seamless
experience across channels and functions
Actionable Intelligence
Valuable data to drive new levels of targeting, personalization, and
measurement enabled by
technologies
Smart Devices Connect consumers anywhere,
anytime to the things they need and want
Enabling Infrastructure
virtual, open, scalable
and secure to create a timely, consistent experience
Partner Ecosystem Focus on consumer experience
through Innovative collaboration to satisfy consumer expectations
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© spacenerdsgroove.com http://spacenerdsgroove.com
Too much Sass!
DAD, WHAT IS SAS? I REMEMBER YOU
TELLING ME NOT TO GIVE YOU ANY.
ARE YOU SAYING I’M TOO SASSY FOR YOU?
SAAS IS SOFTWARE-AS-A-SERVICE
OFFERED ON THE
NOT TO BE CONFUSED WITH YOUR SASS, WHICH DESCRIBES IMPERTINENT BEHAVIOR
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Why Cloud and Big Data?
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Why Cloud and Big Data?
multiple
Digital touch points
challenges in
Global access
Challenge in tracking
Campaign effectiveness
immeasurable
ROI Insufficient support for
Agility Incomplete understanding of
Consumer Behavior
Lack of
Data Privacy
Unable to build
Loyalty
slow
Responsiveness
unsupportable
Volumes
unmanageable
Content
unmanageable
Social Community Inability to meet
Customer Expectations
missing
Consumer Context
risk due to lack of
Compliance
unpredictable
Traffic
missing
Consumer Commitment
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Personalized Campaigns
Multichannel Reach
Social Collaboration
Ubiquitous Virtual Stores
Superb Buying
Experience
Order management
Actionable Consumer
Insights
Reaching the digital customer
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The Digital Enterprise
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EVALUATE
Reviews Word of Mouth
Engagement
EXPERIENCE
Sentiment Post-purchase Research
Validation
CONSIDER
Discovery Brand Strength
Introduction
LOYALTY
Sentiment Commitment
Advocate
PURCHASE
BUY use
Experience
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The Digital Customer
Demographics
Needs
New running shoes
A hybrid car
6 pack abs
Time since last purchase
Facebook/Twitter
Browsing history
Interests
Racquetball sports
Marathon running
Science fiction
Cooking
Wii games
iPad apps
Connections & Influences
Family
Social
Buying Behavior
Brand conscious
Loves gifting
Likes deals
Male, 40 years
Lives in Chicago
Married
Home Loan
Blogs
Wife
Daughter
Son
Customer
Kids aged 6 & 9
Friends University
Office
Wish list
@2013 Infosys Limited
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Identified consumer • Explicit interactions with a digital channel
– such as information captured through registrations, surveys, coupons, etc.
• The Customer is known to the channel in a secure manner
• Information about the Customer includes PII, profile, preferences, etc.
Anonymous consumer • The Customer’s behavior is interpreted
through his or her implicit interactions with the digital channel
• The Customer’s identity is not known through these interactions
• The Customer is known at an aggregate level as a part of a Customer segment
The 3600 view
The combination of these personas gives the of the customer 3600 view
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The digital customer identity
Big Data Analytics
Personalization
Segmentation
Actionable Insights
Recommendations
Digital delivery
Content
Single sign-on
Shared services, components
Unified Profile Store
Social Listening, sentiment
analysis
Offline feeds (Neilsen, IRI) Customer
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Marketing
Promote Sell Support
Commerce
Systems
Data
Insi
ghts
Omni Channel Delivery
Hosting
Desktop Tablet Mobile Social In-store Kiosk Call Center Print
Dig
ita
l arc
hite
ctu
re
@2013 Infosys Limited
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Big
Da
ta Im
ple
me
nta
tio
n
@2013 Infosys Limited
• Data acquisition • Data quality • Standardization and cleansing
• Proactive BI • Predicative BI • Machine-learning based analytics
• Multi-channel display • Configurable UI • Comprehensive analytics
Data analysis
Business Intelligence
Visualization
Acquisition & Integration
• Historical and operational data stores • Ability to process large data volumes
• Structured/unstructured data • Traditional/digital media • External/enterprise systems • Real-time/batch
Data sources
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How does big data drive a rich
consumer experience?
Right information at the
Right time for the
Right consumer at the
Right place
Right offer at the
Right time at the
Right location with the
Right context
Delivering through all the
digital touch points to the
same consumer, one that
you know very well
Leveraging
The Internet CLOUD and BIG DATA ANALYTICS
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© spacenerdsgroove.com http://spacenerdsgroove.com
It’s all relative
THIS IS SURREAL AND DEFINITELY
WEIRD
DAD ARE WE PRESENTING ON
AT A REAL CONFERENCE?
I’M THE ONE WHO’S BEEN DOING ALL THE WORK. I AM
A REAL LIFE TEEN IN A DIGITAL CARTOON AT A
CONFERENCE!!
I AM PRESENTING AT A CONFERENCE.
YOU ARE A DIGITAL
MANIFESTATIO
N OF MY IMAGINATION
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Delivering Consumer Experience
@2013 Infosys Limited
Clie
nts
3600 consumer view 3600 consumer view
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Thanks!!
