Partner Webcast – Oracle Endeca Information Discovery (EID) & Oracle Real-Time Decisions (RTD):...

1 Copyright © 2014, Oracle and/or its affiliates. All rights

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Oracle Endeca Information Discovery &

Real-Time Decisions: Evolving IT and Customer

Experience

Bilal Ibdah

Senior Technology Sales Consultant - Big Data, Business Analytics, ECM

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. 3

Agenda Part 1

What is Endeca?

Endeca components and use cases

Demo


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KNOWN

QUESTIONS

UNKNOWN

QUESTIONS

IDENTIFIED

DATA FOCUS

UNIDENTIFIED

DATA FOCUS

Business Intelligence

Broad Insight on

Modeled Questions

Data Discovery

Deep Insight on New

Questions

Business Intelligence and Data Discovery Distinct but Complimentary Capabilities for Business Analytics

Drive focus on data

that most impacts

the business

Incorporate new

questions and data

perspectives into

enterprise model


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Optimized

for Exalytics

In-Memory

Machine

Business Intelligence and Data Discovery More Powerful Together.

Analysis Problems Measure, Analyze, Report

Discovery Problems Investigate, Explore, Understand

Unstructured Data Diverse, textual,

uncertain quality

Structured Data Modeled and

conforming

Oracle Business Intelligence

Proven Answers to Known Questions

Oracle Endeca

Information Discovery

Fast Answers to New Questions

Identify what to

promote to

cultivated,

governed, and

widely available

Change requires

exploration,

new information;

Start from curated

information


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Data Discovery Offers Agility for the Unanticipated

Ask New Questions

Unscripted exploration across

wide range of data characteristics

See New Patterns

Interactive visualizations that

reveal patterns hidden in data Add New Data

Rapidly combine new data

with existing sources


Unstructured Data Unlocks Deeper Insights Combining Structured Data and Unstructured Dialogues Creates New Perspectives

Customer Reviews

“.. zoom feature must

be broken, seems

stuck on wide angle

setting..”

Employee Surveys

“.. compensation

changes are not

incenting sales team to

target SMB customers..”

Competitor FUD Public Opinions

“.. our new model

surpasses the D150 in

quality, functionality

and ease of use..”

“..posted some more

landscapes from my

D150. Love it, picture

quality is awesome..”

+ Sales History

Marketing Spend: +21%

# Platinum Customers: +7%

YOY Sales: -45%


Oracle Endeca Information Discovery

Oracle BI Server Models

Cloud and Social

Personal Excel Files

IT Provisioned Enterprise Data

Documents and Web Pages

Agility Quickly combine diverse content. Create

a dynamic relationship between business

and IT

Confidence Explore trusted enterprise data blended with

personal and external sources using powerful

managed infrastructure

Innovation Expose patterns in unstructured data and text heavy content,

including themes and sentiment, for broader perspectives and

deeper insights

Agile and Confident Data Discovery that Drives Innovation across the Enterprise


Endeca Information Discovery for Business Users The Complete Enterprise Solution for Self-Service Data Discovery

CONFIDENCE AGILITY INNOVATION

Easy self-service data mash up

Drag and drop discovery

dashboard creation

Consumer style exploration

Connect to trusted corporate

data sets

Robust enterprise platform

Tight integration with Oracle BI

Blend diverse content for unique

perspectives

Unlock hidden insights in dialogue

and text

Perform collective decision making


Endeca Information Discovery for IT Empower Business User Independence with Governance and Control

CONFIDENCE AGILITY INNOVATION

Deploy complex apps faster

than ever before

Reduce the BI request backlog

Build prototypes and explore

new ideas

Deliver access to data the

business can trust

Enterprise scalability and

performance

Control vigilante data discovery

Tackle big data variety

Model free discovery

Rapidly expose concepts and

sentiment

✓ +

Unstructured Text Structured Data

--alternator issue--------

--------------------------------

faulty alternator----------

--------------------------------

---------------alternator---

--------------------------------

alternator not charging

--------------------------------


Endeca Components


EID Studio

Mash up diverse data

and create discovery

applications anyone

can use

Self-Service

Provisioning

Sharing and

Collaboration

Drag & Drop

Composition

Intuitive

Exploration

Oracle Endeca Information Discovery Agile Platform for Data Discovery on Structured and Unstructured Data

State

CA (1,203)

NY (512)

IL (312)

MA (211)

CO (102)

Brand

Nikon (3,453)

Canon (1,512)

Fuji (322)

Panasonic (211)

search..

purchase intent

passionate user-

friendly loyalty

Price Range

Source

ORCL (301,203)

SAP (11,512)

EDW (10,312)

Discovery

Applications

Structured Data

Unstructured

Content

EID Integrator

Quickly integrate and

enrich structured and

unstructured data

Innovative

ETL

Web and File

Crawling

Text

Enrichment TEXT

Endeca Server

Scalable, secure and

centrally managed in-

memory search

analytic engine


Oracle Endeca Server At the Nexus of Key Technology Trends

Search

Index

In-Memory

Analytics /

Multi-core

Parallel Query

Columnar

Storage

Hybrid Search/Analytical Database

Analytical

Databases

Unstructured

Data Management

Endeca Query Language (EQL)


Integrator – Graphs and Discovery Components


Self-Service Data Mashup

and Discovery Dashboards

Endeca Studio Business User Agility with Self-Service Data Mashup

• Charts now use HTML5

for adaptive layouts

• Color pinning

• Date/time

improvements

• Multi-layer heat maps

• Driven by point density

and/or metric

aggregations

• All components now on

view layer

• Merged metric summary

and alerts

• Highly configurable

results list

• Metric driven tag clouds


Use cases


Oracle Endeca Information Discovery Understand the complete picture with context from any source

Transactions

TxnID ProductI

D Category

Amoun

t

12324 506 Mountain

Bike 499

12325 507 Road Bike 1399

BI Star Schemas

Metrics: Margin = Sales - Cost, …

Dimensions: Customer, Product, …

“The new 506 from

Acme is a solid road

bike. 3.5 stars.”

Websites

Product Reviews

“Thinking about buying a

new road bike. Anyone

know anything about the

Acme 506?”

Social Media

Customer Comments Enterprise Applications

Unstructured Text Fields

“Customer reported

receiving wheel with

bent spokes…”

Marketing Strategy

Document

Chapter 1. …

Enterprise Content System

MS Office Documents, Internal Notes

“Why did sales fall?

Was it bad reviews? An

unsuccessful marketing

campaign? Quality

issues?”


Quality Analysis – Detect Product Issues Earlier Predict potential quality problems by early detection of issues in the field

Warranty Claims

ClaimID ProdID PartID Date CustID Dealer PartCost LaborCost

12324 506 234 12/3 1233 Dealer1 $300 $200

12325 507 235 12/4 1545 Dealer2 $450 $900

Websites

Industry Forums

Product Quality Application

Customer Verbatim

Websites

Government Agencies

Sales Transactions

ProdID Wk CustID Date Dealer Price

506 25 1233 10/3 Dealer1 $35,000

507 26 1545 09/4 Dealer2 $22,000

EDW & BI Applications

Product Sales Metric: Sale Price

Dimensions: Customer, Product, Dealer,

Date

Warranty Claims Metric: Claim Count, Labor Cost, Part Cost

Dimensions: Customer, Product, Part,

Dealer, Date

“How do we avoid costly

product recalls?

What parts receive the most claims?

What other products contain those parts?

Who supplies those parts? What did the

customer say was wrong? What are

industry experts and other consumers

saying about our products?”

Safety Administration

Claim from Competitor X

– Model ABC – After

driving this car for only 3

months, I started having…

“.. focus on passenger

vehicle crashes, and are

used to investigate injury

mechanisms to identify

potential improvements

in vehicle design.…”

“Love my new car but

having difficulty controlling

steering on sharp

corners..”

Social Media

Consumer Comments and Sentiment

“..customer heard a

rattling sound toward left

front driver side. Had

issues with steering

column locking…”


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Oracle

Exalytics

InfiniBand

Oracle’s Big Data solution

Oracle

Big Data

Appliance Oracle

Exadata

InfiniBand

Acquire Organize & Discover Analyze Decide

Endeca Information Discovery

Oracle

Real-Time

Decisions

CEP


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Real-Time Decisions


reserved.

Agenda: Part 2

• Real Time Decisions Functionality & Use cases

• Real Time Decisions Technical Architecture

• Demo


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The Evolution of Decision Management

Yesterday

• From Point Optimization to Flow Optimization

Today & Tomorrow

Independent or coordinated marketing /

merchandizing programs

Interdependent cross-channel logic driving

optimized customer experiences

Dedicated call wrap-up slot

for contact center offers

Web

Call Center

Web Fully dynamic and personalized cross-

channel user interactions

offer / product / content / user flows

Dedicated slot for web

offers or product

recommendations

Branch

Social Media

Mobile


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What is Oracle Real Time Decisions? • Flexible Decision Management Framework

– Rules, Models, Arbitration, Optimization

– J2EE Application which can be integrated with multiple systems

– Flexibility to create both automated and deterministic

personalization logic including offline 3rd party models

• Automated Self Learning Models

– Incrementally and Automatically builds 1000s of decisioning

and learning models

– Provide insights into patterns of customers, processes and

interactions for better targeting

– Reports on which variables are most predictive to manage and

maintain

• Quantifiable Results

– Provides multiple test/control scenarios to measure and

evaluate success

Optimized Customer AND Business Centric Actions

Goal Arbitration

Eligibility Rules & Models

Choices/Offers


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Operational

Applications

RTD Enables Operational Business Intelligence

BI & Analytics

Solutions

Real-Time

Decision Solutions

Bridges gap between operational and analytical

worlds

Provides a channel agnostic real-time decision

engine to operationalize analytics in the context

of process workflow

Helps to optimize processes by applying

predictive logic

Creates new behavioral & contextual insights

through continuous learning


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RTD Enables Adaptive Business Processes Decisions as a Service

• Process learns and continuously optimizes in real-time or

batch based on closed loop information

• Analytical decisions for each interaction

• RTD Recommends with rules & predictive models

• RTD Learns from each interaction

• Process Optimization across business process goals

• Process leverages common data model of real-time and

historical data

• Decisions based on facts, context, analytic insights

Real-Time Closed Loop

Self-Learning

Business Process Execution

INFORMANT

Process data

ADVISOR

Recommendations

CRM data

SUPPLIERS

Enterprise Information Model OLTP BI Grid

INFORMANT

Feedback


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RTD for Optimized Decisioning Interaction-Centric Approach

Customer and

Transaction Data Data Mart

Scores

and Lists Operational

Systems

Traditional Analysis:

Real-Time Decisions: Predicate Incidence and Self-Learning Models

audit and collection cycle: model lags by weeks or months

Operational Systems

feedback: immediate

decisions

events

Self-Learning

Analytics Advantages:

• Automatic model creation

• Quick to react when behavior changes

• Allows broader scope of analysis

• Lower cost of ownership

Learned Indicators &

Heuristics

Behavior

Profiles

Codify and Automate


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© 2014 Oracle Corporation

RTD Use Cases


reserved.

Oracle RTD for Online Gaming


Client

• World's largest internet betting exchange, based in London

• Over 4M clients and a turnover in excess of £50m/week

• 3bn page impressions per day, 5m transactions/day

• Allows clients to bet at odds set by other clients rather than a traditional bookmaker business model

• Charges commission on all winning bets set at 5% of the net winnings for most markets

• Can be seen as bearing a strong similarity to that of the a Stock Exchange business model

Company Goals

• Increase customer revenues (ARPU) through personalized recommendations

• Maximize return and minimize cost of promotions

• Reduce operational cost by automation of business rules

Project #1 – My Market Recommendations

• Aim to provide personalized betting market recommendations to customers on homepage

• Utilizes RTD’s advanced multi dimensional modeling capabilities to predict customers interest in multiple

aspects and characteristics of sports events and betting markets

Project #2 – Promotion and Banner Recommendations

• Provides personalized banner and promotion recommendations on homepage


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Oracle RTD for Online Gaming

Personalised ‘My Market’ Recommendations


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Oracle RTD for Cross-Sell & Retention

• Client

– French mobile and internet service provider

– 14 M mobile customers, 6000 employees

– 3rd french cell operator, 1st to introduce 4 play offers, and other innovative offers

• Goals

– Leverage inbound interactions for cross-selling and up-selling

– Easy integration into contact center processes

– Unified Inbound – Outbound Marketing Strategy

– Build on new, Siebel based, 360° customer centric and multi-channel SOA

information system

• Implementation

– Contact Center deployment on top of Siebel

– Integration with Siebel Marketing (Dynamic Choices)

– Integration with Oracle OLTP and Teradata OLAP data sources

• Results

– Now deployed with 3000 agents

– Evaluating ROI on decisions scored by RTD predictive models

Telecom



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2 – « Recommandations RTD »

« Customer View » with RTD recommendations

1 – « Client 360 View »

3 – « Recommandation / Campaigns » 4 – « Response »


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RTD

OLTP

Oracle

OLAP

Teradata

Customer Profile

Campaigns

Interest Declarations

Interrupted browsing

Unpaid invoices

Household

…

Value Added Indicators

LTV indicators

RFM indicators

Alerts (Cancellation, Credit, …),

Customer Sales Agent

Oracle RTD for Cross-Channel Next Best Action Cross-Channel Deployment

Service Agent

Siebel Personalized List of Prioritized Next

Best Actions

Telecom


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Oracle RTD for Marketing Personalization

Client

• A global Financial Service Institution with 10+ years of experience executing successful real-time

personalization programs on their Ecommerce Banking Web site - 30 Million sessions per day

• Selected RTD out of 25 Vendors to support it’s 10+ years cross-channel “Personalization Utility”

roadmap - 400+ business requirements, 100M data records for predictive modeling benchmarking

•Top 150 US Web site according to Alexa.com traffic ranking

Goals

• Improve consumer’s online experience and maximize revenue opportunities from each web visit

• Combine offline & real-time predictive models to optimize offer click-thru & conversion rates

• Reduce time to market by providing business users controls over the lifecycle of offers

Financial Services

Online


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Oracle RTD for Customer Optimization Project Summary

Project 1 – Website Optimization

• Largest RTD worldwide deployment generates 100% lift in value per impression

• Support personalization for high traffic pages in the US and migrating international sites

• RTD handles 400M Marketing Messages per Month

Project 2 – Interactive Marketing Lifecycle Management of Choices

• Enabled daily change cycles, versus bi-weekly, by providing direct business user control over personalization logic & associated content

• End-to-end “campaign-to-offer-to-creative-to-placement-to presentment” in support of marketing “ideation to production workflow”

Project 3 – Recommendations For Mobile

•RTD is now being used to push personalized recommendations to Smart Phones and Tablets

Project 4 – Facebook Page Recommendations

• Rules utilize Facebook opt-in shareable/actionable profile attributes

• Utilize models based on Corporate web page choice presentments to push recommend offers .

Project 5 – Call Center Service Optimization

•Provide Next Best Action for Service Related Calls

•Improve Process related to determine automated approvals

Online

Financial Services


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The RTD Decision Framework Framework

• Choices

• Possible process outcomes: Offers, Messages, Svc Questions, Appropriate Agent, Content, Treatments, etc

• Entities

• Attributes used as inputs to decisions: customer, account and interaction data

• Models & Rules

• Rules that support decisions and scoring

• Predictive models that support decisions

• Performance goals

• Business objectives (KPI’s) by which value of decision is measured

• Decisions

• Executes models and rules, then applies performance goals to recommend ‘best’ Choices

• Real Time Analytical Reporting

• Executes models and rules, then applies performance goals to recommend ‘best’ Choices

Rules

& Models

Entities

Choices

Decisions

Recommendation(s)

Performance

Goals


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Eligibility

Engine

Scoring

Engine

Decision Server 1. Send session id

5. Determine

eligible choices

6. Score

eligible choices

7. Return ranked choices

Learning

Engine

8. Closed loop 9. Automated closed loop

3. Send context data 2. Create session &

load customer data

4. Request recommendation

Customer

Interaction

Touch Points

RTD Decision Framework

Personalized

Recommendations

• Oracle Database

• Oracle Business

Intelligence Enterprise

• Teradata (V2R6

12.0, 13.0, 13.1)

• IBM DB2

• Microsoft SQL Server

Data Sources

Learning &

Meta Data

• Oracle Database

• IBM DB2

• Microsoft SQL Server

http://www.getty-images.com/source/Search/23','1','IL172







reserved.

RTD Platform and Integration Points

CRM

System

Scoring

Data

Transaction

Data

Contact

Data

Suppliers

Advisors Informants

Enterprise Apps Customer Touch-points, …

Decision

Server

Profile Manager

Learning Engines

Decision Engines

Goal Manager Business

& IT User

Interface Inline

Service

• Informants & Advisors

– Handle information events

and requests for decisions

from enterprise applications

• Suppliers

– Deliver profile data on

demand

• User Interfaces

– Analyze data, create offers,

configure system


reserved.

Demo


reserved.

Q&A


reserved.

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Partner Webcast – Oracle Endeca Information Discovery (EID) & Oracle Real-Time Decisions (RTD):...

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Transcript of Partner Webcast – Oracle Endeca Information Discovery (EID) & Oracle Real-Time Decisions (RTD):...