improving the customer experience with big data wrangling on hadoop

© 2016 Royal Bank of Scotland Group. All rights ReservedThe classification of this document is PUBLIC.

“A little less conversation,a little more action…”

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Dan Jermyn | RBS Connor Carreras | Trifacta

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Improving the customer experience with Big Data wrangling on Hadoop


Data & Analytics at RBS

2© 2016 Royal Bank of Scotland Group. All rights ReservedThe classification of this document is PUBLIC.


Analytics is the discovery and communication of meaningful patterns in data.

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“

TrafficAs expected, the Christmas downtime resulted in a notable decrease in traffic to the website for both B&C and our Retail counterparts. Though the overall trend was down, Online Banking saw a small uplift as customers simply shifted their activity earlier in the month. Additionally, customers turned to self-serve channels over Christmas when our branches were closed, constrained by bank holidays as we are. The world is increasingly turning to digital alternatives to traditional face-to-face transactions, as evidenced by the increasing popularity of mobile banking, for example. Sales & MarketingGiven the strong performance of Online Banking activity, the overall decrease in visit volumes must mean bad news for our more sales-oriented traffic, to which we attribute the net traffic reduction. Traditionally high-quality marketing traffic from aggregators and affiliates has experienced decreases of up to 40% due to an intentional curbing of bidding activity, timed to cover the Christmas period–however, it would appear dangerous to reduce focus on these channels over December. The table below shows borrowing leads from natural (unpaid) sources only fell by 2.2% compared to 28% for paid campaign traffic, indicating that stopping campaigns over Christmas is not a clear-cut, black or white issue. The figures suggest that we can be less conservative in adjusting for shocks such as bank holidays and Christmas, as the general appetite for borrowing products appears largely unchanged.

The marketing channel mix has altered significantly in the last 2 months - traditionally we have seen most traffic from PPC, but this month Display beat it with nearly 70k clicks, as activity is ramped up. However, as the below table indicates, Display traffic's impressive volumes almost never convert directly to leads or sales, with the majority of traffic exiting on the campaign landing page. Although Display activity does also offer the less tangible benefit of increasing general brand awareness (even for those who do not click the ads), given the high cost (>£500 CPA) we should consider whether this activity is driving value for money.

Mobile Despite the festive period, mobile apps continued their upward trend in monthly visits, with an increase of 2.1%. If Santa brought you a shiny new phone or tablet for Christmas you are not alone - mobile technology appears to have been high on our customers' Christmas lists this year, with iPad usage in particular increasing from 5.1% to 6.2% in the week following Christmas.

TrafficAs expected, the Christmas downtime resulted in a notable decrease in traffic to the website for both B&C and our Retail counterparts. Though the overall trend was down, Online Banking saw a small uplift as customers simply shifted their activity earlier in the month. Additionally, customers turned to self-serve channels over Christmas when our branches were closed, constrained by bank holidays as we are. The world is increasingly turning to digital alternatives to traditional face-to-face transactions, as evidenced by the increasing popularity of mobile banking, for example. Sales & MarketingGiven the strong performance of Online Banking activity, the overall decrease in visit volumes must mean bad news for our more sales-oriented traffic, to which we attribute the net traffic reduction. Traditionally high-quality marketing traffic from aggregators and affiliates has experienced decreases of up to 40% due to an intentional curbing of bidding activity, timed to cover the Christmas period - however, it would appear dangerous to reduce focus on these channels over December. The table below shows borrowing leads from natural (unpaid) sources only fell by 2.2% compared to 28% for paid campaign traffic, indicating that stopping campaigns over Christmas is not a clear-cut, black or white issue. The figures suggest that we can be less conservative in adjusting for shocks such as bank holidays and Christmas, as the general appetite for borrowing products appears largely unchanged.

The marketing channel mix has altered significantly in the last 2 months - traditionally we have seen most traffic from PPC, but this month Display beat it with nearly 70k clicks, as activity is ramped up. However, as the below table indicates, Display traffic's impressive volumes almost never convert directly to leads or sales, with the majority of traffic exiting on the campaign landing page. Although Display activity does also offer the less tangible benefit of increasing general brand awareness (even for those who do not click the ads), given the high cost (>£500 CPA) we should consider whether this activity is driving value for money.

Mobile Despite the festive period, mobile apps continued their upward trend in monthly visits, with an increase of 2.1%. If Santa brought you a shiny new phone or tablet for Christmas you are not alone - mobile technology appears to have been high on our customers' Christmas lists this year, with iPad usage in particular increasing from 5.1% to 6.2% in the week following Christmas.

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Not real data

© 2016 Royal Bank of Scotland Group. All rights ReservedThe classification of this document is PUBLIC. 4

Tangled in a web of data

Websites Mobile E-mail Branch

BIG DATA

ATM/CDM Social Media Telephony Web Chat

© 2016 Royal Bank of Scotland Group. All rights ReservedThe classification of this document is PUBLIC. 5© 2016 Royal Bank of Scotland Group. All rights Reserved

Web chat analysis–creating order from chaos


Previous Web Chat Analysis Approach

Valuable frontline time taken up by manual process

Agent training based on analysis of small proportion of chats

Limited insight into what our customers are speaking to us about

250,000 customer chats per month launched for

multiple banking needs

Large volumes of unstructured web

chat data

200 chats manually extracted per month and analysed

for quality assurance

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On average, organizations only use 28% of their semi-structured

and 31% of their unstructured data. -Forrester

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DATA WRANGLING

Data Analytics Process

QUESTION ANALYZE INSIGHTDISCOVER STRUCTURE CLEANSE ENRICH VALIDATE PUBLISH

INGESTION

ACCESS

DATA SOURCES

Transactional Databanking

credit cardslendingwealth

mortgagesledgerstrades

payments

Interaction Datasocial

webchat

Analytics

Reporting

Data Product Models

BUSINESS OPERATIONS

Data Wrangling within the RBS Hadoop Data Lake

Discovery Zone

SharedZone

Raw DataZone

Big Data Wrangling with Trifacta

1. In-line Profiling: Surfaces distributional issues or quality problems as you work.

2. Sampling & Scalability: Enables real-time profiling and responsive wrangling that easily scales to many TB of data.

3. Structured Transformation Previews: Visualize the result of every transformation as you work. Reduced number of iterations.

4. Transformation Suggestions: Targeted suggestions based on prior behavior, metadata, and user interactions allow you to quickly transform your data…technical skills not required.

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Making the most of newly structured data

Ingestion into Hadoop

Big Data capability makes it possible to store large amounts

of newly structured data.

1Text Mining

Text mining techniques provide insight to what our customers

are speaking about.

2Sentiment Analysis

Sentiment analysis gives the opportunity to see how a customer is feeling during chat interactions.

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Improving operational efficiency with intuitive MI

Address Change

Balance Enquiry

Mobile App

Reward Account

Fraud

On average taking 12 minutes per chat

Quickly search for agent

Not real data


Visualisations unlock insight into customer behaviour

“My card has been blocked while I am away on holiday!!!”

Country: New ZealandNo. of Chats: 322Average chat length: 15 minutesAverage Age: 44

© OpenStreetMap Contributors

“I need to transfer some money to another account”

Location: Bermuda

Topic: Transfer Funds

Satisfaction: Satisfied

No. of Web Chats: 49

Average Chat Duration: 31 minutes

Topic: Loan Application

Satisfaction: Dissatisfied

Not real data 15© 2016 Royal Bank of Scotland Group. All rights Reserved


“The dashboard is transforming the way I run my business. It is improving the customer- centric approach in our chats and it is showing in the output that we now see” Akshay Vats - Head of Web Chat Operation (India)

16© 2016 Royal Bank of Scotland Group. All rights Reserved

Empowering our frontline staff


A little less conversation…

[12:22:39 PM] Grace: Hi, this is Grace at RBS support how can I help you Aaron?

[12:22:43 PM] Aaron: Hi Grace, my house has been broken into and I need to cancel my cards

[12:22:46 PM] Grace: Oh no – I am so sorry to hear that, yes I can help you with that right away.

[12:22:52 PM] Aaron: Thank you so much. It has been a horrible experience, my family is all shook up

[12:23:43 PM] Grace: I’m so sorry. Have you called the police?

[12:24:12 PM] Aaron: Yes they’re on their way.

[12:24:20 PM] Aaron: You expect these things to happen in the ghetto, not in our sleepy little village

[12:24:39 PM] Grace: I see from your account you also have home insurance with us, Aaron.

[12:24:53 PM] Aaron: Yes, protection of my family and our belongings is always on my mind

[12:25:46 PM] Grace: I can also help you with a claim now if you would like?

[12:26:12 PM] Aaron: That would be amazing, Grace

[12:26:43 PM] Grace: I’ll just have to ask you some security questions first, is that OK?

[12:27:12 PM] Aaron: Of course. I understand you guys have to have suspicious minds in your job

[12:27:32 PM] Grace: Don’t worry, we will get everything sorted for you right away

[12:22:39 PM] Grace: Hi, this is Grace at RBS support how can I help you Aaron?

[12:22:43 PM] Aaron: Hi Grace, my house has been broken into and I need to cancel my cards

[12:22:46 PM] Grace: Oh no – I am so sorry to hear that, yes I can help you with that right away.

[12:22:52 PM] Aaron: Thank you so much. It has been a horrible experience, my family is all shook up

[12:23:43 PM] Grace: I’m so sorry. Have you called the police?

[12:24:12 PM] Aaron: Yes they’re on their way.

[12:24:20 PM] Aaron: You expect these things to happen in the ghetto, not in our sleepy little village

[12:24:39 PM] Grace: I see from your account you also have home insurance with us, Aaron.

[12:24:53 PM] Aaron: Yes, protection of my family and our belongings is always on my mind

[12:25:46 PM] Grace: I can also help you with a claim now if you would like?

[12:26:12 PM] Aaron: That would be amazing, Grace

[12:26:43 PM] Grace: I’ll just have to ask you some security questions first, is that OK?

[12:27:12 PM] Aaron: Of course. I understand you guys have to have suspicious minds in your job

[12:27:32 PM] Grace: Don’t worry, we will get everything sorted for you right away

Agent Name: GraceCall Duration: 5 minutesTopic:Card CancellationSatisfaction: Extremely Satisfied

“Thank you very much!”

Not real data

See a Demo at Booth #309Download Trifacta Wrangler for Free trifacta.com/start-wrangling