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 steve.g.jones@capgemini.com

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.

3 © Copyright 2016 EMC Corporation. All rights reserved.

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

1

2

3 4

5 6

8

9

10

7

5 © Copyright 2016 EMC Corporation. All rights reserved.

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