Big Data and the Consumer Experience New developments in Cloud technologies have revolutionized the way organizations interact with their customers. Today it is all about Consumer experience, Consumer insights, Consumer behavior, Consumer Journey. The fact that many of the vendors with marketing product stacks have all rechristened their offerings under the “Consumer Experience” banner is. With rich media, the very focus of digital marketing and commerce has shifted from product-centric to consumer centric. Cloud computing has enabled the global access for consumers across the world – for the right person, at the right time, and the right content. The side effect of this is consumers are more empowered and therefore have much higher expectations. And the omni-channel nature of basic consumer interaction leads to very high demands on the ability to consume, analyze, and repurpose data to deliver a much more personalized consumer experience. Without the advancement in Big Data technologies, this would quickly become an infeasible and unmanageable situation. This session focuses on the application of Big Data to the business of digital commerce and marketing leading to digital transformations in the enterprise, with real-world examples. As with any new technology, the challenge is to leverage and apply it appropriately to specific scenarios in the industry. Some situations require aggregating data from multiple sources and repurposing consumer data to lead to better offers and recommendations for sales. Others require leveraging the information gathered from implicit consumer interaction with information from other digital touch points to create a 360 degree view of the consumer. All of these require decisions such as segmentation of data across brands, business units, markets, and products, as well as technology choices and on premise and off premise solutions for managing the data.

1. 1
1/4/2014

2. About Ajit
•
•
•
•
•
•
2
Associate Vice President, Digital Transformation, Infosys Limited
Founding Editor of XML Journal
J2EE Editor of Java Developer’s Journal/SOA Journal
125+ articles
20+ conferences, US and international
20+ years in IT and Marketing
I have a collection of 20,000+ comic books
1/4/2014

3. About this session
I will cover
Positive






Digital trends
The digital consumer
Omni-channel commerce
Cloud enabled marketing
Big data enabled analytics
Delivering customer experience
I won’t cover
Χ
Χ
Χ
Χ
Χ
Cloud infrastructure
Big data technologies
APIs and design patterns
Java, XML, .NET, HTML5, …
The answer to life, the universe,
and everything
(cause we all know it is 42)
I hope to make this session informational, interactive, and entertaining
1/4/2014
3

4. 4
It can’t do your homework
DAD, I
I
HAVE TONS
OF HOMEWORK.
WISH HE
WOULD STOP
CAN
OVERHEARING
SOLVE
MY
MY MATH PROBLEMS?
CONVERSATIONS
BIG DATA
IS NOT
MEANT TO
DO
HOMEWORK.
1/4/2014
http://spacenerdsgroove.com
© spacenerdsgroove.com
SO
IT’S ANOTHER PIECE
OF USELESS
TECHNOLOGY!!

5. Digital Trends
Predictive Analytics
Actionable Insights
1/4/2014
5

6. Digital projections
1/4/2014
6

7. 7
So what’s the Big Deal about Big Data?
Big Data are high-volume, high-velocity, and/or high-variety information assets that require new forms of
processing to enable enhanced decision making, insight discovery and process optimization - Gartner
V
olume
V
V
elocity
ariety
The problem
1/4/2014
I
I
V
nsights
ntelligence
irtualization
The solution
V
V
eracity
alidity
Value
The outcome

8. 3 Enablers
• Massively Parallel Processing (MPP)
• In-database processing
• In-memory analytics
1/4/2014
8

9. Technologies
NoSQL Databases
MongoDB, CouchDB, Cassandra, Redis, BigTable, Hbase, Hypertable, Voldemort, Riak, ZooKeeper
MapReduce
Hadoop, Hive, Pig, Cascading, Cascalog, mrjob, Caffeine, S4, MapR, Acunu, Flume, Kafka, Azkaban, Oozie,
Greenplum
Storage
S3,Hadoop Distributed File System
Servers
EC2, Google App Engine, Elastic, Beanstalk, Heroku
Processing
Yahoo! Pipes, Mechanical Turk, Solr/Lucene, ElasticSearch, Datameer, BigSheets, Tinkerpop
1/4/2014
9

10. 10
The Yin and Yang of Digital Enterprise
 Build the brand
Digital Commerce
 Manage the order
 Promote the Brand
 Preserve the Brand
 Promote loyalty
It’s all about the
1/4/2014
 Sell the product
Digital Marketing
 Serve the customer
 Promote Loyalty
consumer experience

11. Targeting the digital consumer
Digital Commerce
Digital Marketing
1/4/2014
Consumers
11

12. 12
Five recent enablers
Enabling Infrastructure
virtual, open, scalable
and secure to create a timely, consistent
experience
Smart Devices
Connect consumers anywhere,
anytime to the things they
need and want
Partner Ecosystem
Focus on consumer experience
through Innovative collaboration to
satisfy consumer expectations
1/4/2014
Integrated Applications
Deliver a seamless
experience across channels
and functions
Actionable Intelligence
Valuable data to drive new levels of
targeting, personalization, and
measurement enabled by
technologies

13. 13
Too much Sass!
DAD, WHAT IS SAS?
I REMEMBER YOU
TELLING ME NOT TO
GIVE YOU ANY.
SAAS IS
SOFTWARE-AS-A-SERVICE
OFFERED ON THE
NOT TO
BE CONFUSED WITH YOUR
SASS, WHICH DESCRIBES
IMPERTINENT BEHAVIOR
1/4/2014
http://spacenerdsgroove.com
© spacenerdsgroove.com
ARE
TOO
YOU SAYING
SASSY
I’M
FOR YOU?

14. Why Cloud and Big Data?
1/4/2014
14

15. Why Cloud and Big Data?
risk due to lack of
Compliance
unmanageable
unsupportable
Social Community
Data Privacy
slow
Responsiveness
Global access
challenges in
Insufficient support for
unmanageable
Consumer Commitment
Inability to meet
Customer Expectations
Lack of
Volumes
Agility
missing
unpredictable
Traffic
missing
Challenge in tracking
Campaign effectiveness
Unable to build
immeasurable
ROI
Content Consumer Context
1/4/2014
Loyalty
Incomplete understanding of
Consumer Behavior
multiple
Digital touch points
15

16. Reaching the digital customer
Personalized
Campaigns
Actionable
Consumer
Insights
Order
management
Multichannel
Reach
The Digital
Enterprise
Superb
Buying
Experience
1/4/2014
16
Ubiquitous
Virtual Stores
Social
Collaboration
16

17. The Digital Consumer Journey
17
Engagement
EVALUATE
Discovery
Reviews
Brand Strength
Word of Mouth
BUY
CONSIDER
use
PURCHASE
Introduction
Experience
Sentiment
Commitment
Post-purchase Research
Sentiment
LOYALTY
Advocate
1/4/2014
EXPERIENCE
Validation

18. The Digital Customer
Needs
Time since last
purchase
A hybrid car
Facebook/Twitter
6 pack abs
Lives in Chicago
Browsing history
Demographics
Kids aged 6 & 9
Home Loan
Wife
Daughter
Family
Son
University
Office
Friends
Connections &
Influences
Racquetball sports
Twitter
Blogs
Marathon running
Social
Facebook
Customer
Brand conscious
Loves gifting
Buying Behavior
Likes deals
1/4/2014
Wish list
New running shoes
Male, 40 years
Married
18
Interests
Science fiction
Cooking
Wii games
iPad apps
@2013 Infosys Limited

19. 19
The 3600 view
Identified consumer
•
•
•
Explicit interactions with a digital channel
– such as information captured through
registrations, surveys, coupons, etc.
The Customer is known to the channel in a
secure manner
Information about the Customer includes
PII, profile, preferences, etc.
The combination of these personas gives the
1/4/2014
Anonymous consumer
•
•
•
The Customer’s behavior is interpreted
through his or her implicit interactions with
the digital channel
The Customer’s identity is not known
through these interactions
The Customer is known at an aggregate level
as a part of a Customer segment
3600 view of the customer

20. The digital customer identity
Unified Profile
Store
20
Social
Listening,
sentiment
analysis
Big Data Analytics
Shared services,
components
Personalization
Segmentation
Single sign-on
Actionable Insights
Content
Recommendations
Digital delivery
Customer
1/4/2014
Offline feeds
(Neilsen, IRI)

21. 21
1/4/2014
Tablet
Mobile
Social
In-store
Kiosk
Call Center
Marketing
Commerce
Systems
Data
Hosting
@2013 Infosys Limited
Print
Support
Sell
Promote
Insights
Digital architecture
Omni Channel Delivery
Desktop

22. Big Data Implementation
1/4/2014
Visualization
Business Intelligence
Data analysis
Acquisition & Integration
Data sources
@2013 Infosys Limited
• Multi-channel display
• Configurable UI
• Comprehensive analytics
• Proactive BI
• Predicative BI
• Machine-learning based analytics
• Historical and operational data stores
• Ability to process large data volumes
• Data acquisition
• Data quality
• Standardization and cleansing
•
•
•
•
Structured/unstructured data
Traditional/digital media
External/enterprise systems
Real-time/batch
22

23. How does big data drive a rich
consumer experience?
Right information at the
Right time for the
Right consumer at the
Right place
Right offer at the
Right time at the
Right location with the
Right context
The Internet CLOUD
Delivering through all the
digital touch points to the
same consumer, one that
and BIG
you know very well
Leveraging
1/4/2014
DATA ANALYTICS
23

24. 24
It’s all relative
DAD
ARE WE
PRESENTING ON
AT A
REAL CONFERENCE?
THIS
IS
SURREAL AND
DEFINITELY
WEIRD
I
AM
PRESENTING AT
A CONFERENCE.
YOU
ARE A
DIGITAL
MANIFESTATIO
N OF MY
IMAGINATION
1/4/2014
http://spacenerdsgroove.com
© spacenerdsgroove.com
I’M
THE ONE WHO’S BEEN
DOING ALL THE WORK.
I
AM
A REAL LIFE TEEN IN A
DIGITAL CARTOON AT A
CONFERENCE!!

25. Clients
Delivering Consumer Experience
3600 consumer view
3600 consumer view
1/4/2014
@2013 Infosys Limited
25

26. 26
Thanks!!
Ajit_Sagar@infosys.com
AjitSagar@gmail.com
1/4/2014