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A Customer Intelligence Perspective on Big Data

Presenting our approach to harnessing all available data to drive organizational understanding of customers and ultimately more effective marketing

WHAT WE HEARD

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1.View on customer data integration 2.View on extracting intelligence from the

customer hub 3.View on delivering measurable lift with

this intelligence 4.Reflect on what has and hasn’t worked

in client environments

AGENDA

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• Introductions

• POV on Big Data

• Data Integration

• Insight Platform

4

INTRODUCTIONS

Jeff

Marcus

BIG DATA

Understand our approach from a new and old perspective

“This Mr. Stay Puft's okay! He's a sailor, he's in New York…”

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DEFINED

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HISTORICAL PRECEDENT

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APPLIED DATA

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TARGETING

CAMPAIGN DESIGN

OPTIMIZED

OFFERS

MODELING

BEHAVIORAL ANALYSIS

CONSUMER

INSIGHTS

SOCIAL MEDIA

WEBSITES

EMAIL

TV

DIRECT MAIL

CALL CENTER

STORE

SEARCH

SYNDICATED

INTEGRATED

PROFILES

CUSTOMER ENGAGEMENT FRAMEWORK

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10

COLUMNAR

HADOOP

RDBMS

INSIGHT PLATFORM - THREE HUBS

INTELLIGENCE HUB

INTEGRATIONHUB

EXECUTION HUB

DATA

DATA INTEGRATION

Looking to future of multi-channel identity resolution.

“It’s all ball bearings these days…”

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DATA INTEGRATION OVERVIEW

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Historical • Mainframe based • Referential based terrestrial linkage

Recent Past / Today • SOA based • Mixed mainframe / database based • Cross media linkage (email, web, terrestrial, etc.)

What’s Next • SOA / No-SQL Based • Cross channel referential repositories (social, mobile, web, traditional, etc.)

CUSTOMER INTELLIGENCE

Data is only as valuable as what it enables you to do

“Pork Bellies and the GI Joe with Kung Fu Grip…”

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CUSTOMER INTELLIGENCE OVERVIEW

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Historical • IT Centric • EDW Type of analysis • Heavy lifting campaign management • Light analytics

Recent Past / Today • OLAP and Cube Based BI • Trigger based + Batch CM • Heavy analytical pull • Highly disparate communications

What’s Next • MAD (Magnetic, Agile, Deep) Data

concepts ** • Consistent customer definitions

** MAD Skills: New Analysis Practices for Big Data, Joseph Hellerstien, UC Berkely

© 2011 Experian Information Solutions, Inc. All rights reserved.