the business value of a cloud data platform€¦ · analysis of consumer behavior and preferences...

© 2019 Snowflake Inc. All Rights Reserved

The Business Value of a Cloud Data Platform

CLARKE PATTERSON, HEAD OF PRODUCT MARKETING - SNOWFLAKE

WHY BUSINESS VALUE?


REALITY CHECK:

“THE REAL FAILURE RATE OF BIG DATA

PROJECTS IS NOT 60%, BUT CLOSER TO 85%.”

GARTNER, VIA TECHREPUBLIC.COM, 85% OF BIG DATA PROJECTS FAIL, BUT YOUR DEVELOPERS CAN HELP YOURS SUCCEED, NOVEMBER 2017


FOCUS ON VALUE TO AVOID FALLING INTO THIS PREDICAMENT

Value Opportunities are Everywhere

Streamline the process of building data applications

Solve old businessproblems in new ways

Build data products for new sources of revenue


SOLVE OLD PROBLEMS IN NEW WAYS


WAYS TO USE SNOWFLAKE

SecureData SharingTurn data into a strategic business asset

DataApplicationsSnowflake as the backbone for mission critical apps

DataScienceSimplify machine learning and AI

AcceleratedAnalyticsDeliver faster analytics for better business results

DataLakeLeverage all your data regardless of format or scale

DataEngineeringRethink transformation with robust data pipelines

CloudEDWOptimize costs with a cloud native data warehouse


LET’S LOOK AT A MARKETING EXAMPLE

SecureData SharingShare data with partners and agencies rather than managing endless spreadsheets.

DataApplicationsBuild predictive models to predict churn, identify best customers, optimize offers, and more.

DataScienceSnowflake powers analytics for customer data platforms and point marketing solutions.

AcceleratedAnalyticsEmpower every marketing teammate to self-serve for fast insights via partner solutions like Tableau and Looker.

DataLake

DataEngineeringDecouple and accelerate data loading, eliminating data lag for campaign analysis.

CloudEDWBuild multi-touch attribution models using a single data warehouse that contains all structured and semi-structured data.Drive reporting from a single source of truth.


HEALTHCARE & LIFE SCIENCES

Healthcare Analytics ● Build advanced analytics, customer-facing

applications and industry data aggregation on top of Snowflake

Pharmaceuticals, Biotechnology & Medical Devices/IoT

● Measure drug performance/efficacy in trials● Improve sales, marketing, supply chain &

inventory analytics

Genomics● Conduct groundbreaking research on large

genomic datasets to inform drug development

Providers/Health Systems● Support clinical decision making to improve

patient experience and care outcomes ● Personalize care for specific patient

populations

Digital Health● Provide customers with medical

recommendations and health/wellness insights

Payers/Insurance● Optimize policies/programs and align

reimbursements with outcomes● Proactively recommend preventative

treatments using predictive analytics

Common Use Cases● Improve care with 360° view of patients/customers● Identify and reduce instances of fraud, waste and

abuse


SAMPLE HC & LIFE SCIENCES CUSTOMERS

SCENARIO● Equips patients with treatment

cost insights using proprietary healthcare database

PAIN POINTS● Large amounts of siloed,

sensitive data, concurrency issues and needed specialized talent

SNOWFLAKE SOLUTION● Workload isolation solved

concurrency issues, sensitive data protected and accessible to team

DIGITAL HEALTH HEALTHCARE ANALYTICS

SCENARIO● Serves life sciences organizations

that struggle with drug safety/surveillance

PAIN POINTS● Customers struggling with costly,

inflexible infrastructure that lags behind demands of pharmacovigilance

SNOWFLAKE SOLUTION● Built platform with advanced

analytics to help customers streamline drug safety operations & focus on patient safety

SCENARIO● Analytics provider interested in

monetizing data

PAIN POINTS● Source system data structure

meant for applications, not reporting

● Limited by processing capabilities

SNOWFLAKE SOLUTION● Generated entirely new revenue

stream by providing scalable service to pharmacy customers

ANALYTICS


RETAIL & CPG

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RETAIL & WHOLESALE ● In-store/regional reporting on

performance and inventory levels ● Analyze and share promotional data

with CPG partners● Reduce costs related to product waste

and staffing

CONSUMER PACKAGED GOODS (CPG)

● Increase revenue through targeted marketing and in-store execution

● Integrate shopper, retail, social media, & advertising data to understand consumer trends

● Exchange data with retail and advertising partners

ECOMMERCE● Tracking and analyzing buying process

and shopping cart abandonment● Offer real-time recommendations and

promotions

COMMON USE CASES● Build 360° view of customer across all

channels to personalize experiences, increase conversions and improve loyalty

● Improve supply chain planning and inventory management

● Anticipate item availability and forecast demand with predictive analytics

● Determine and optimize pricing


SAMPLE RETAIL & CPG CUSTOMERS

Scenario● Flash sales retail website serving

20M+ members

Pain / Impact● Poor understanding of customer

preferences and behavior patterns● Separate systems for transactional

and web-based semi-structured data

Snowflake Solution ● Personalized, impactful marketing

campaigns● Efficiently plan merchandise inventory

and avoid costly markdowns

Scenario● Leading provider of business

services and supplies

Pain / Impact● High costs to maintain inefficient

system● Internal competition for capacity and

struggle to add new users

Snowflake Solution● Estimated 70% YOY maintenance

cost reduction● Built a cross-cloud merchandising

ML/AI platform to optimize pricing and assortment

E-TAILERRETAILER


MEDIA & ENTERTAINMENT

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Common Use Cases● Build 360-degree customer view through

analysis of consumer behavior and preferences

● Strengthen personalized content recommendations and identify new cross/upsell opportunities

● Increase customer acquisition and retention and analyze customer churn

Digital Media and Entertainment ● Drive content development, acquisition and

monetization● Improve security analytics to monitor platform

usage

Online and Mobile Gaming ● Enhance game play experience through

game development and design● Customize gaming offers● Combat in-game abuse

Adtech, Advertising and Marketing● Automate and measure advertising success

and audience engagement across channels● Improve conversion rates by delivering more

targeted and personalized ads● Report on campaign performance and track

ad impressions

Traditional Media and Entertainment● Improve customer sentiment analysis ● Determine product, channel and pricing

strategies● Optimize programming and scheduling

Sports Leagues and Teams● Optimize marketing spend and boost

event attendance● Improve sports management analytics

to track player performance


SAMPLE MEDIA & ENTERTAINMENT CUSTOMERS

Scenario● Leading broadcasting company

advancing use of analytics to support digital transformation

Pain / Impact● Disparate systems and frequent

overprovisioning● Unreliable analytics due to

inconsistent view of data

Snowflake Solution / Benefits● Elimination of data silos, elastic scale

and performance● Effective content personalization,

marketing campaigns and cross brand collaboration

Scenario● Global leader in digital interactive

entertainment struggling with data management issues

Pain / Impact● Delayed access to data ● No holistic view of franchise revenue

across channels or platforms

Snowflake Solution / Benefits● Improved data management

processes and better customer intelligence

● Comprehensive view into franchise performance and new insights into subscription business

MEDIA GAMINGMARKETING

Scenario● Developer and provider of

software products for sales/inbound marketing

Pain / Impact● Significant investment in legacy

cloud solution● Detrimental resource contention

and performance issues

Snowflake Solution / Benefits● Support for BI, ETL and internal

users● Significantly faster performance

and improved scalability

© 2019 Snowflake Inc. All Rights Reserved 15

Software/SaaS ● Measure sales performance, drive

customer success and predict customer churn

● Share product usage data with customers

● Monitor and improve product security

Hardware/Semiconductors● Improve manufacturing output, delivery

and predictive maintenance ● Drive supply chain efficiency ● Reduce operational costs and optimize

pricing

Telecommunications● Improve network design, predict heavy

usage and plan infrastructure investment ● Analyze customer churn and optimize

service plan recommendations ● Improve payment recovery services

Common Use Cases● Gain 360-degree view of customer behavior and product usage● Improve BI/analytics functions across finance, marketing, sales ops, customer support and more● Determine and optimize pricing

Builders● Build advanced analytics and

external-facing applications on top of Snowflake

● Analyze customer usage to drive product improvement

TECHNOLOGY & TELECOMMUNICATIONS


STREAMLINE THE PROCESS OF BUILDING

DATA APPLICATIONS


WHAT YOUR DBA DOES TODAY…

Capacity PlanningPlanning for (and spending!) for the worst case scenario

Infrastructure Management

Maintaining infrastructure,whether you’re using it or not

Database Management & Tuning

Regardless of whether the data is actually used

Data & Service ProtectionBackups, access control and

monitoring

SecurityMonitoring the security of the

physical space


ISN’T A DATA LAKE THE ANSWER?

THE TROUBLE WITH DATA LAKES

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Poor resource & access controlMany formats, poor integration

No audit trail

Multiple systems, silos, copies Hard to manage

Expensive specialized labor

Poor GovernanceSlow PerformanceSlow queries

Unnecessary data reads Delays through data teams

High Complexity

!


WHAT YOUR DBA WILL DO WITH SNOWFLAKE…

Proactive MonitoringTake preventive/corrective

actions, as required

Performance Monitoring and TuningEnsure all your data workers

are happy!

Roles and PermissionsManage functional roles, not

users

Share with Partners and Customers

No more copies or multiple databases to manage.

Backup and RecoveryCloud, rewind data and replicate across clouds


FAST ELASTICITYPay for only what you use, at cloud economies of scale

21

Pay only for what you use Cloud economies of scale

$10,000 TB/yr

$1000 TB/yr

$360 TB/yr

Snowflake

Cloud data warehouse

On-premTraditional databases are inflexible

Snowflake uses the cloud to enable

elasticity

UsageVaries

Pay for only what you use with no overprovisioning

Eliminateoverbuy

Scale compute up and down,

transparently and automatically

No need for capacity planning,

make capacity decisions on the fly


FIND NEW SOURCES OF REVENUE BY BUILDING NEW DATA PRODUCTS

Source: Forrester Research

have launched, or plan to launch,

initiatives to improve their

ability to source external data

76%

currently commercialize

their data

47%

want to expand their use of

external data

80%

ACCESS TO DATA IS TOP PRIORITY FOR MOST ORGANIZATIONS

23

ACCESS TO DATA UNLOCKS NEW VALUE ACROSS INDUSTRIES

Usage-based insurance Hyper personalization

Location-based Advertising Risk management

Value-added Services

24

OutdatedUnsecure

DownloadDecryptDecompressDB and schema LoadError check

Hours

Hours

Query & Analytics

Data extractionCompressionEncryptionTransmission

Traditional Data Exchange

Provider

THE PROBLEM: EXCHANGING DATA IS DIFFICULT

Consumer

! 25

A BETTER WAY TO SHARE DATA

26

Seamless SharingData stays in owner’s account and can be shared with unlimited number of consumers

Global Data Sharing Cross-region, Cross-cloud

Direct Query AccessConsumers can immediately start querying and join to their own data

Data Providers Data Consumers

WHAT IS THE DATA EXCHANGE?

27

DATA PROVIDERS

DATA CONSUMERS

Discover

Access

Generate Insights

Create Awareness

Generate New Revenue

Improve Customer Experience

DATA EXCHANGE

ALL DATA AND VERTICALS STANDARD AND PERSONALIZED LISTINGS BI-DIRECTIONAL FULLY SECURE

• No need to pay for storage• No ETL required• Query data immediately

• No ETL required• Reduce costs• Increase awareness and revenues

DATA MONETIZATION VIA DATA EXCHANGE

28

Snowflake Data Exchange is opportunity to evolve their business and gain market share• Provide freemium data sets on Exchange:

Historical (3 years), Forecast (15 days), Climatology all US Zip codes

• Immediate Success < 1 month• New business/logos• Upsell existing customer

• How they monetize• Pre-packaged datasets by location or history

• Customized per customer 100+ mil rows 6.2 GBs


HOW DOES SNOWFLAKE HELP?

VALUE CREATION FROM A SINGLE PLATFORM

30

Streamline Testing & Development

Virtual WarehouseMedium

ContinuouslyLoad Data Without

Virtual WarehouseLarge

Virtual Warehouse2X-Large

Predict Future Outcomes with

Advanced Analytics

Scale withMore Users

on More Data

Virtual WarehouseAuto Scale – X-Large x 5

Streamline Testing & Development

VALUE CREATION FROM A SINGLE PLATFORM

31

Reduce time to market for new products and

services

Virtual WarehouseMedium

ContinuouslyLoad Data Without

Virtual WarehouseLarge

Virtual Warehouse2X-Large

Predict Future Outcomes with

Advanced Analytics

Scale withMore Users

on More Data

Virtual WarehouseAuto Scale – X-Large x 5

Better customer service to

reduce churn

Real time fraud detection and

prevention

Reduce operational

reporting time

Where will you find value?

Streamline the process of building data applications

Solve old businessproblems in new ways

Build data products for new sources of revenue


Thank you!

the business value of a cloud data platform€¦ · analysis of consumer behavior and preferences...

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