1dmp: marketing data platform - the future of data-driven marketing
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Company ProfileMake your data clever
Company Overview
cleverdata.ru | [email protected]
Make your data clever
Business development of international markets
One of the top-3 leadingRussian IT companies;43 branches in Russia and abroad;7000+ employees.
Marketing Data PlatformData collection, client profilebuilding, data enrichment, clients analytics;Data Marketing CloudCloud solution for effective interaction of data suppliers and consumers.
Development and implementation of predictive analytic models and Big Data processing solutions;In-house centers of development;Partnership with global leading companies; Centre of expertise for Big Data andDigital Marketing technologies.
1DMP
cleverdata.ru | [email protected]
What we do
• Development of high-load low-latency systems, distributed systems for data processing, and systems for messages and events processing;
• Installation, configuration and development of applications based on Hadoop and NoSQL solutions;
• Development of DW and automation of data stream processing.
• Rich expertise in machine learning algorithms (SVM, PCA, EM, Naïve Bayes, Deep Neural Networks);
• Utilization of advanced mathematic tools to solve complicated tasks within a commercial framework.
Development
Analytics Data Scientists
• Implementation of Campaign Management solutions based on IBM and Teradata products;• Automation of marketing functionality and detailed customer analytics ACRM;• Implementation of Splunk solutions for real-time operational analytics.
Implementation Implementation team
Big Data architects and developers
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cleverdata.ru | [email protected]
Business solutions
Data ManagementPlatforms
Customer baseand experience management
Marketing automation
Building of analytical DWs, development of solutions for raw data collection based on Hadoop stack and other Big Data technologies, and knowledge extraction and auditory segmentation.
Building of predictive models of data processing for effective retail customer relation management, churn management, cross-sales, micro-segmentation, 360° client profiling and scoring models.
Implementation of omni-channel targeted marketing across global leading vendors’ (campaigns, event-based marketing, customer web experience management).
Our objective is to make your business more effective with the help of DATA
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cleverdata.ru | [email protected] 5
Survival is not the strongest nor
the most intelligent, but
the one who best adapts to changes
cleverdata.ru | [email protected]
Now we are definitely in the DIGITAL BUSINESS era
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2000 2005 2015 2020
Web E-Business Digital Marketing
Autonomous Business
Digital Business
Business
PeoplePeople
Business
People
Business
People
Things
Business
People
Things
Smart Machines
In 2015, the big issue for enterprises is no longer about digital transformation. It’s now about what business
leaders will do with their digital advantage
cleverdata.ru | [email protected] 7
• Lives in the Digital word• Is always online• Has no focus• Is advertising immune
The Modern Client
cleverdata.ru | [email protected]
Client understanding = Business Priority №1
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89% of customers will switch to another brand because of a poor customer experience
We need to do two things: to attract customers and keep them.
The latter is more important but more difficult: Once the user is disappointed in the service, they are unlikely to return
cleverdata.ru | [email protected] 10
“In 2017, the CMO will spend on technology more than the CIO”
CMO - Chief Marketing OfficerCIO - Chief Information Officer
How to achieve all these goals at once?
What is the basis of the modern approach to marketing?
cleverdata.ru | [email protected]
WHICH of your clients WHAT product to recommend via WHAT channel of communications at WHAT time
• Customer profile building• Micro segmentation• Churn prediction
• Models for product recommendations
• Prediction of respond for each channel of communication
• Marketing signs and event detection• Detection of the moment of maximum
propensity to make a purchase
• Collection of any types of data related to sales and customers interactions;• Data processing with the use of machine learning algorithms.
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Interest to products
Last events for customer Х
Data-Driven marketing
DATA
Data-driven marketing based on Big DATA
1dmp.io | [email protected]
Three simple steps to efficiency• To collect a huge volume of DATA• To analysis DATA by using advanced analytics• To use insights with maximum effectiveness
Efficiency confirmed by real experience:
One of the options
Targeted marketing communications give + 14% CTR and +10% conversion
Targeted offers are 18 times more effective compared to standard e-mailing
Tripled marketing campaignseffectiveness
Data Marketing Platform Data Management Platform for Data-Driven Marketing
1dmp.io | [email protected]
1DMP
Data collection and management for in-house advanced analytics
«like ACRM but out of the box»
1DMC
«Data Exchange» for unique external data
delivery andcollaboration
with data partners
«like Equifax but for marketing»
customers leaveDIGITAL TRACKS
the most valuable customers leave traces
across your DIGITAL resources and IT
systems
IT’S YOUR OWN DATA
If this data is not collected and saved you will never know it’s value
Do not let the trail disappear
Data collection and analytics
1dmp.io | [email protected]
Customer TransactionsCRM
1th
Part
y
Campaign Management
Call Center
Web/Mobile analyticsApplications and systems integration
Queue dataProduct buying statisticsLoyalty and churn ratesSensibility to communications
Machine
Learning
Decision Modelli
ng
Personality
Profiling
Trigger Identific
ation
Event Predicti
on
Relationship
Profiling
Real-time
Analysis
Predefined models:
• Churn prediction
• Response prediction
• X-sale modeling
Advanced data analysis
• Machine learning algorithms application
• Rule-based segmentation
• Text mining and clustering
• Look alike algorithm for segmentation
• Internal and external data application
• Permanent self-learning modelsChurn 35%
Loan exposure.
LOW
Family income.MID
Investments, economy
66%
Cars50%
Real Estate90%
Savings80%
Technology63%
Activities28%
LTVMID
Life time35.2 m
Loyalty75%
Communication rate20%
Response rate 18%
Complaint0%
Data collection and analytics
1dmp.io | [email protected]
Customer TransactionsCRM
1th
Part
y
Campaign Management
Call Center
Web/Mobile AnalyticsApplications and systems integration
Queue dataProducts buying statisticsLoyalty and churn ratesSensibility to communications
(Prescriptive)What do I have to do next?
DATA(Predictive)What possible will happen?
(Diagnostic)Why did this happened?
(Descriptive)What happened?
Decision support
Decision automation
ACTIONDESICION
cleverdata.ru | [email protected]
Customer buying behavior from their receipt data
• People buy pharmacy goods will also − with a high probability − buy other pharmacy products (plausible).
• People who buy pharmacy goods will also − with a high probability − buy perfume (they are complimentary).
• Interestingly, pharmacy goods are also often bought together with stationery (this is not so obvious).
• Battery purchases are not correlated with anything (i.e. they are often bought alone).
How to increase sales based on data about pharmacy goods
We need more data!
1dmp.io | [email protected] 22
Digital channels now reach very deepinto people’s lives. To gain control over these points of access, forward- thinking businesses are creating highly personalized experiences that engage and delight consumers—without breaching their trust.
cleverdata.ru | [email protected]
Customer buying behavior from their receipt data
cleverdata.ru | [email protected]
• Data belongs to it’s owner;• Data Exchange does not determine prices.
Data Exchange is based on data owners interaction, not on aggregation and reselling
• +10 data suppliers;• Any types of data available on market;• Single point of integration and payments;• Data and auditory protection;• Cross-device identification, high data density,
maximum hit rate;• Unique interaction mode – shared learning.
Data supply:• Auditory segments
• Personal profiles• Data activation
• Targeted marketing;• Risks and scoring management.
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Data collection
Customer TransactionsCRM
1th
Part
y
Campaign Management
Call Center
Web/Mobile analyticsApplications and systems integration
Web Crawler
Online classifieds
Ecommerce sites
Forums and blogs
3rd
Part
y
Social media data
Online ads (RTB)
Internet traffic
Public Data
Exchange
Business partners data
2th
Part
y
Private DMP
• Text collection and analysis• Classification• Key words• Events and facts detection
• Payment systems• Retailers• Airlines• Auto dealers
Queue dataProducts buying statisticsLoyalty and churn ratesSensibility to communications
IntentionsPreferences and interests
Socio-demographic dataContacts, social networkBehavioral characteristics
Financial stateFinancial habits Products preferencesIntentions and events
1dmp.io | [email protected]
Channels for leads generation
• RTB advertising:
• Mobile marketing:
• Email marketing:
What is 3D customer profile
Churn 35%
Loan exposure.
LOW
Family income.MID
Investments, economy
66%
Cars50%
Real Estate90%
Savings80%
Technology63%
Activities28%
LTVMID
Life time35.2 m
Loyalty75%
Communication rate20%
Response rate 18%
Complaint0%
• Single customer or micro segment orientation;
• Reflection of the customer profile evolution –
trends and forecast;
• Real life operational data for marketing offers.
Accessible for marketers at any one time
1dmp.io | [email protected]
Marketing signal
Dynamics of Travel interest
1DMP - Data Marketing Platform
Data collection and storing:• In-house data• partnering companies data• open source data from the Internet• public data suppliers
3D customer profile calculated by using artificial intelligence
Use for targeted marketing across all channels
1dmp.io | [email protected]
1dmp.io | [email protected]
Data Management Data Analysis
Customers and Audience AnalysisCooperation with Partners
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cleverdata.ru | [email protected]
• Raw data storage and processing, including Big Data;
• Data source, DSP platforms and auction integration;
• High availability DW for processes information, customers segments and profiles in accordance with OpenRTB standard;
• Data collection from Internet (web crawler) and first-party data enrichment;
• Text in natural languages analysis;
• Auditory and customer base analytics, management and analysis;
• Data processing with the use of predictive analytics;
• Models and learning selections management;
• Web user tracking and tag management;
• Auditory segmentation and data mark-up, processing rules setting.
1DMP
Big Data storage
Machine Learning
Real Time storage
Predictive analytics
GUI
Tag
Man
ager
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Deployment options
Cloud service 1DMP.IO
On-premise deployment based on open source components
Oracle Big Data Appliance Deployment
1dmp.io | [email protected]
1DMP Cloud service current version
Customization
On-premise deployment and
integration
Analytical model customization
Customer version support
2-3 months for business results
Data suppliers connection
Solution delivery under AGPL license
1DMP for Enterprise
PARTNER PERSPECTIVE1DMP platform on Oracle Big Data Appliancewill allow customers to build their own datamanagement solutions, such as tools for the collection and classification of web data, and user profile management within the data driven marketing model
- Denis Afanasev, CEO
The system was able to handle 101 361.32 requests per second with the 99th percentile of latency equal to 1.17ms. This means that Big Data Appliance was able to handle 1.45 times more requests per second with the 1.7 times better latency using just a single nod;
Classification time of the same dataset on the 3 nodes of Oracle Big Data Appliance took 25.45 mins, which is 4.81 times faster than a baseline;
Classification time of the same dataset on the 6 nodes of Oracle Big Data Appliance took 11.28 mins, which is 5.43 times faster than the expected baseline.
COMPANY OVERVIEW CleverDATA Industry: Information technology Employees: 20 Revenue: $1M
GOALS/OBJECTIVES CleverDATA is a Big Data ISV in Russia specializing in solutions which support
our client’s marketing campaigns. The company developed 1DMP – a data management platform which uses Hadoop and Aerospike NoSQL DB on a technology layer. We are going to migrate 1DMP to Oracle NoSQL and BDA and to certify the solution on BDA under BDA Ready and Optimized Program
SOLUTIONS 1DMP 0.5.0.0 Oracle NoSQL Database Oracke Big Data Appliance Cloudera Distribution of Apache Hadoop (CDH 4.x & 5.x) + Cloudera
Manager
RESULTS
1dmp.io | [email protected]
1DMP.io | DMC.1DMP.io