Adopting a customer-centric stance for your business is only possible when you have tools that allow a holistic view of your customers. Unfortunately, most enterprise data today is fragmented and siloed in databases, operational data marts, and legacy systems. To create a 360 view, all these inputs need to be aggregated, validated, and consolidated. Enter 360-degree data integration. Using drag & drop connectors, intuitive transformations, and automation features you can build complete, trusted data for accurate forecasting, reporting, and compliance. With a 360-degree customer view, you will get a better understanding of where your business stands with its customers and plan long-term strategies that allow you to engage them on their terms.

1. How 360 Degree Data Integration
Enables the Customer-Centric Business
Speakers:
Adnan Sami Khan – Manager, Product Marketing
Jay Mishra - COO

2. In 2020 – The Customer is King
• 67% of buyers cite a bad customer experience as the reason for switching to another
business. (Esteban Kolsky)
• 60% increase in profitability for customer-centric businesses compared to their product-centric
competitors (Deloitt/Touche)
• 1 point increase in CX investment by mass-market auto manufacturers lead to more than $1
billion in additional revenue (Forrester)
• 1,000,000,000 dollar-a-year-companies who invest in customer experience will earn at least
$700 million within three years
(Temkin Group)
• 9 times more likely to integrate data from multiple sources in order to improve customer
interaction across sales and marketing channels when customer-centricity is a driving objective.
(Pointillist)

3. For Your Reference
• Visit Astera.com/webinars for a complete replay of today’s discussion
• Type your questions into the chat bar, we will address as many a possible at the
end of the webinar.

4. Technology Alone Will Not Create
Customer-Centricity
• Digital transformation isn’t a choice it’s an inevitability. Yet, only 22% of businesses succeed in creating value from their
digital transformations.
• Most organizations only focus on the first step in the process which is investing in new hardware and software.
• However, innovation at this stage is still largely siloed specific functions i.e. a new CRM improves consolidation and
reporting in marketing, but these insights aren’t used to benefit other departments.
• To achieve a true transformation, an organization must broaden its horizons and develop a more holistic approach to their
digital assets.

5. Enter The 360 Degree View
In a 360 Degree Data Architecture
you should be able to extract data
quickly with minimal oversight.
Little to no lag time
between receipt of new
entries in source data and
updates/corrections in
destination system
Made up of cleansed, validated,
merged and aggregated data
Data is brought in
from internal and
external sources
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6. 360 View? Where’s the Value?
• Removes duplicated and contradictory data, so that a single source of truth can be created from
disparate sources.
• Time and touchpoint-sensitive
• Incoming data is updated dynamically so 360 view is always current as possible
• External sources provide context and history that enriches internal datasets
• A 360-degree infrastructure is designed for enterprise-wide accessibility. The goal is to allow
workforces must to derive insights from data based on their functional concerns.

7. The Challenges of Manual Implementation
Each siloed system will
house data in a unique
format and layout
A data steward will need to
be appointed to oversee
transfer of data
Processes will need to be
put into place to ensure
updates and changes to
sources systems are
transferred to the 360 view
as quickly as possible
Inconsistencies in how
source documents are
formatted and presented
The timeliness of
data may differ from
system to system
which will hamper
the accuracy of the
360 view
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8. Customer 360 in Auto Insurance - Background
• Companies such as Geico and AllState are leading the charge for customer-centricity
• 2nd and 4th largest market share in the auto insurance industry respectively.
• Differentiation through data-driven marketing, self-service sales enablement,
and highly personalized product offerings

9. How the 360 View Drives Innovation in
Auto-Insurance
Provides a wealth of new
datapoints for
underwriters.
Improves marketing
effectiveness as data from
online and offline touchpoints is
collected i.e social media, call
logs, CRM data
From sales perspective helps
identify opportunities for
upselling and cross-selling.
Predict out customers that are
likely to switch.
Improves fraud detection through
integration of external sources which
can be used to identify high-risk
claimants.
Enables integration of data from unstructured
sources such as telematics

10. Building a 360-Degree Solution with
Astera Centerprise
40+ in-built connectors
allow extraction from a
variety of sources
including APIs,
mainframes, RDBMS,
and cloud data
warehouses
Job scheduling features
automate extraction from
disparate data sources,
and facilitate dynamic
updates in Guardrive’s
360 view.
Smart transformations
allow for input data to be
matched, validated, and
aggregated based on pre-
set
parameters.
Multiple
dataflows can
be synchronized to run
concurrently through
workflow features.
Data pipeline can feed
into modern reporting
and analytics platforms
such as PowerBI.
Allowing
real-time data-driven
decision making.

11. Introducing Guardrive
• Nationally established auto insurance provider
• Serving up to 4 million customers across the United States
• Traditionally relied on remote brokers and agent for sales and support. Traditional media for marketing.
• Primarily rely on structured internal data for their underwriting i.e claims histories, customer profiles,
and incident details
• They are starting to lose market share in coveted 18-36 demographic.
• Smaller more agile competitors have launched price-sensitive competing products that leverage
customer data to provide tailored offerings based on customer’s details.
• Competitors also have a strong online presence on social media and mobile apps which allows them to
reach customers in ways Guardrive can’t

12. The Problem
• Invested millions in frontend applications and made increasing forays into the digital sphere in an effort to
catch up with newer buyers.
• Despite upgrades, Guardrive still relies on creaking legacy architecture made up of mainframe systems
that are designed to handle large volumes of transactional data but aren’t suited to reporting or analyses
• These systems use outdated programming languages like COBOL and are maintained by a dwindling pool
of specialist resources.
• Guardrive has created accessibility to these systems through a patchwork of frontend applications. Each
application is function-specific and cannot communicate with software from other departments.
• In many cases, users have to manually update data from legacy architecture to frontend applications in
order to have up-to-date information available for functions such as marketing, underwriting,
• Add to this, there’s no possibility of integrating external data into Guardrive’s current data architecture as
mainframe systems are simply not flexible enough to integrate with these sources. So underwriters,
marketers, salespeople are limited to a very narrow view of data to make their decisions.
• Rip-and-replace would require a substantial investment, take at least half a decade, and have no
guarantee of success.

13. The Outcome
Dedicated resources are
not required for COBOL
programming.
Guardrive’s data
architecture is now
scalable and can
accommodate new
sources with ease.
No longer reliant
on manual entry to
transfer data
from mainframe
to endpoint applications.
Underwriters have data
at hand to create more
sensitive pricing policies
Guardrive can now
undertake their digital
transformation on their
own terms
Real-time fraud detection
capabilities
Guardrive can create
tailored marketing
campaigns for segments
based on their value.
High payouts and
unattractive premium
policies can also be
minimized wherever
possible
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14. Q&A Session