Overview of the data landscape
Transcription
Overview of the data landscape
Overview of the Data Landscape How Big Data is Changing It… Paul Zikopoulos, BA, MBA IBM Vice President, Big Data and Technical Sales Paul C. Zikopoulos, B.A., M.B.A., is the Vice President of Technical Professionals for IBM Software Group’s Information Management division and additionally leads the World Wide Competitive Database and Big Data Technical Sales Acceleration teams. Paul is an award winning writer and speaker with more than 19 years of experience in Information Management. Paul is seen as a global expert in Big Data and database - independent groups often recognize Paul as a thought leader in Big Data, with nominations to SAP’s “Top 50 Big Data Twitter Influencers”, Big Data Republic’s “Most Influential”, and Onalytica’s “Top 100” lists. Technopedia listed him a “A Big Data Expert to Follow” and he was consulted on topic of Big Data by the popular TV show “60 Minutes”. Paul has written more than 350 magazine articles and 16 books, some of which include “Harness the Power of Big Data”, “Understanding Big Data: Analytics for Enterprise Class Hadoop and Streaming Data”, “Warp Speed, Time Travel, Big Data, and More: DB2 10 New Features”, “DB2 pureScale: Risk Free Agile Scaling”, “DB2 Certification for Dummies”, “DB2 for Dummies”, and more. In his spare time, he enjoys all sorts of sporting activities, including running with his dog Chachi, avoiding punches in his MMA training, and trying to figure out the world according to Chloë—his daughter. You can reach him at [email protected]. Studies show that organizations competing on analytics outperform their peers substantially outperform IBM IBV/MIT Sloan Management Review Study 2011 Copyright Massachusetts Institute of Technology 2011 1.6x Revenue Growth business initiative 2.5x Stock Price Appreciation BUSINESS IMPERATIVE 2.0x IQ EBITDA Growth without analytics BigData is just a bunch of data Disruptive Forces Empower Data Drive Marketing 1 The emergence of Big Data Creating new opportunities to capture meaningful information from new varieties of data and content coming at organizations in huge volumes and at accelerated velocity. 5 2 The shift of power to the consumer Creating the need for organizations to understand and anticipate customer behavior and needs based on customer insights across all channels. 3 Accelerating pressure to do more with less Creating the need for all parts of the organization to optimize all of their processes to create new opportunities, to mitigate risk, and to increase efficiency. There is a perfect storm where a vast constellation of applications meets a massive, ubiquitous, and unlimited network of endpoints Social Cloud Mobile Today’s Data: Auto-Temporal & Spatially Enriched Spatial Triggered-Based Marketing with Personalization Retailer Fan Page Retailer Customer Profile Product Catalog Telco Customer Profile Registers with Retailer, gives Follows a friend’s post on FB and clicks the Like button on an Item she likes Permissions to Retailer and Telco “Opt In” Receives a message with an offer reminding her to stop by if she’s in the area Lisa uses promo code to purchase offer at POS Receives promo code for offer while passing by the store Customer Action Telco / Retailer Action Intelligent Advisor Intelligent Advisor Platform platform processes Lisa’s activity for relevant actions using Telco and Retailer information v 41M data points (including court surface correlations) mixed with years of historical data to identify “Keys to the Match” predictors of winning a set 10 A Customer is a Puzzle Made up of Many Pieces Contact Information Name, address, employer, marital… Business Context Account number, customer type, purchase history, … Legal/Financial Life Property, credit rating, vehicles, … Social Media Every interaction requires someone to piece together parts of the puzzle Social network, affiliations, network … Leisure Hobbies, interests … Professional Life Employers, professional groups, certifications … Information about your customers is dispersed, forcing your employees to extract it pieceby-piece When the Unaffordable becomes Affordable… the Impossible becomes the Possible Threshold warnings and preferences Service Suspended in Past? Lost device? Payment? Lifecycle.. -moving -new TV -+++ Professional Architect & Small Business Owner Email Social apps Single mobile account for both personal and business use Web browsing Usage Classification High LD? Evenings? Roam? Storage on Device Personal & business calls Apps Married with no children Only somewhat tech-savvy Known for being indecisive, offer acceptance history Opt in | out promotions Public Calendar (Gift giving season) Increasing abundance of automated consumer-facing service opportunities gives us the data to know more about an entity than ever before – BUT ironically, we know less (think local banking branch) The Death of the Average: Client D.N.A Usage Data Summary (3 mos): 80% of calls out-of-network Made 3 calls to a competitor call center 5 streaming video events per day Heavily uses smartphone app Data roamed in Japan 6 times Service Profile: Current Handset = RealPhone Next Upgrade = March 2013 Data Plan = Unlimited Domestic Features = Basic Preferred Customer Insights: Product Cat egories referred Customer P Seg = SME Channel Lengt hCustomer of Time Value = High as Cust omer Influencer Score = Moderate Churn Risk = Mod/High Loyalty Member = No Recency + Frequency + Value Response t o Media Preference: Movies & video Sports International Travel Social Media (Facebook) Time unt il Repurchase in Key Cat egories E conomet ric: Real-est at e & Unemployment Annual S pend Level Annual Transact ions Age + Income + Geography Billing Profile: Average Bill = $200 per mo Pays by autopay Breadt h of Cat egories S hopped Ret urn / E xchange Behavior Use of S ervice Programs Use of In-House Credit Card Part icipat ion in Loyalt y Program Customer Profile: Gender = Male Marital = Married Children = No Income = Upper/Mid Tier Language = English D.N.A. Engineered Next Best Action Bill has had Impact on aAction number of Churn dropped $20 off this month’s bill calls Deliver an recently apology — Issue with cell tower being fixed this weekend 6 months free unlimited data plan Upgrade phone Impact on Customer Lifetime Value Likelihood to respond positively to action Bill called a competitor’s contact center Connect the Dots: Real Time Web Behaviors Audience and ID: Bill Middleton, 1234567 Products of Interest: NanoPhone Product Education: 20 Likelihood to Purchase: 20 Churn Risk: 65 Big Data CSR Dashboard of the Future Audience and ID: Bill Middleton, 1234567 Products of Interest: NanoPhone Product Education: 60 Likelihood to Purchase: 65 Churn Risk: 15 Focus on the Call Center How many places do your agents have to look? Knowledge about the customer Knowledge about the product How to diagnose the problem Domain knowledge Where’s the order? And more … It’s not unusual for agents to have to look into five or more different systems to resolve a single customer’s issue! • What is the impact on the customer? • What’s the impact on agent productivity? • What’s the impact on engagement and job satisfaction? Product offers based on past purchases and conversations Consolidated list of products owned based on account affiliation Contact information from CRM List of past purchases by this contact from order tracking system Recent conversations from multiple sources: e.g., CRM, e-mail, etc. It’s Not the Only Thing… BUT! Social Has Changed the Marketing Game After a poor customer experience, 26% of consumers posted a negative comment on a social networking site like Facebook or Twitter. By 2015, 75% percent of consumers will tell their friends about their good and bad experiences using social media, up from 25% in 2010. 1 in 3 social users prefer social care vs. contacting a company by phone Propensity to Purchase Financial Products within a Year Based on Social Media and Online Reviews. Text Analytics Use Cases • CRM Analytics • – Voice of customer – Product / Services gap analysis combined with churn prediction via Social Media • Social Media Analytics – Retail applications such as intent identification and customer churn – Reputational Risk applications such timeliness of response • Machine Data Analytics – Systemic risk analysis based on publicly available data – Event monitoring to help identify adverse events around counterparties from news articles and web sources • Email Analytics – Legal discovery – Regulatory compliance Healthcare Analytics – Extract facts from transcribed medical progress notes for complete patient • Digital Piracy – Illegal broadcast of streaming and video content – Illegal dissemination of copyrighted digital material – Parse logs into individual fields to enable applications such as detection and prediction of potential failures • Financial Analytics • Data Redaction – Identify sensitive information for redaction and masking Call Center Analytics Yes, I’m calling about my smart phone; you folks are seriously starting to…with all due respect because this is the first time we’ve talked, but really starting to annoy me. I’ve been transferred 3 times for starters. I’ve had more dropped calls than Mark Sanchez has fumbles… Smart Phone ticket for client Paul Zikopoulos Subject/Issue Polarity transferred 3 times Negative Parsing Action annoy calls Negative dropped ConnectTel Churn called Deep Understanding of Text Facts I’ve called ConnectTel, and they have a switch now offering that provides me with significant discounts above what you have in my current package. Example: Revenue for Drug by Region and Year • Information extracted in structured format for further automated analysis • Input data available as free text Input document: …\EliLilly-59478 Example Application: Lead Generation Real-time product intents enriched with consumer attributes Entries contain promotional messages, wishful thinking, questions, etc Integration across Social Media sites Micro-segmentation of product intents by occupation Real-time tracking by micro-segmentation For many of the attributes we need to extract, cleanse, normalize and categorize Micro-segmentation of consumers by hobbies Leading $2 Trillion Operations Global Finance Firm • Extract insights from massive volumes of publicly available data (structured and unstructured) to deliver actionable insights by determining high quality life-event based marketing leads based on their financial interest, needs, and intentions – Micro-segmentation insights from populations segmented by social, internal and combined attributes for brand management – Insights at individual level for use cases such as lead generation – Identification and categorization of concepts such as life-events, buzz and sentiment with high precision from noisy social media data – Lead analysis vs. internal data such as transaction and production ownership – Discovery of patterns in the data with micro-segment • Detected sentiment/reaction to the brand for existing and to be clients • Solution helped build a $40M pipe line of potential clients and delivered $1.5M of savings to a single division Which Ad Yields a Better Net Promoter Score? BETTER ENGAGEMENT BETTER REACH BETTER BETTER CHURN ENGAGEMENT BETTER SENTIMENT Data Quality: Turning Data into Trusted Information Control and Monitor Quality Assess and monitor the quality of your data in any place and across systems Unique capability to align Data quality metrics with Business and Governance objectives A Unsupervised Learning A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, , A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A, A • Pins / Re-pins • Likes / Dislikes • Tweets • Favorites Photo Albums and Pinboards • Photo Semantic Analysis • User Segmentation Models Products Style Kitchen Gallery Styles Logos Brands Consumer Computer Designs Dream Home • Advertisements • Promotions • Campaigns • Planning Wedding Retailers, Marketers and Planners • Preferred Styles • Designs • Products • Interests Business Analytics A Big Data Platform Manifesto Understand and Navigate Federated Big Data Sources Federated Discovery and Navigation Manage and Store Huge Volume of any Data Hadoop File System MapReduce Structure and Control Data In-Memory Analytics Data Warehousing Manage Streaming Data Analyze Unstructured Data Integrate and Govern all Data Sources Stream Computing Text Analytics Engine Integration, Data Quality, Security, ILM, MDM Business Analytics A Big Data Platform Manifesto Understand and Navigate Federated Big Data Sources Federated Discovery and Navigation Manage and Store Huge Volume of any Data Hadoop File System MapReduce All of the Demos youIn-Memory sawAnalytics Data Warehousing where built on the IBM Big Manage Streamingplatform Data Data that maps to Stream Computing this manifesto Structure and Control Data Analyze Unstructured Data Integrate and Govern all Data Sources Text Analytics Engine Integration, Data Quality, Security, ILM, MDM @BigData_paulz THINK and visit the IBM booth! 33