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Samsung’s First 90-Days Building a Next-Generation Analytics Platform

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Leveraging in-memory processing for advanced analytics paired with rich data visualization for business intelligence, Samsung is creating a flexible and scalable next-generation analytics platform built on Cloudera Enterprise.

Publié dans : Logiciels
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Samsung’s First 90-Days Building a Next-Generation Analytics Platform

  1. 1. 1© Cloudera, Inc. All rights reserved. Samsung’s First 90-Days Building a Next-Generation Analytics Platform
  2. 2. 2© Cloudera, Inc. All rights reserved. Agenda • Introductions • Brief Market Overview • Samsung’s First 90 Day • Live Q&A
  3. 3. 3© Cloudera, Inc. All rights reserved. Ranjith Raghunath Sr. Manager Innovation, Big Data Architect Samsung Electronics America r.raghunath@sea.samsung.com
  4. 4. 4© Cloudera, Inc. All rights reserved. Samsung Electronics America Headquartered in Ridgefield Park, NJ, Samsung Electronics America, Inc. (SEA), is a recognized innovation leader in consumer electronics design and technology. A wholly owned subsidiary of Samsung Electronics Co., Ltd., SEA delivers a broad range of digital consumer electronics, mobile products and wearables, wireless infrastructure, IT and home appliance products. Samsung is the market leader for HDTVs in the U.S and one of America’s fastest growing home appliance brand. To discover more, please visit www.samsung.com Employees: 1,001 – 5,000 employees Industry: Consumer Electronics
  5. 5. 5© Cloudera, Inc. All rights reserved. Market Overview
  6. 6. 6© Cloudera, Inc. All rights reserved. External factors are making it harder to market. Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Aberdeen Group) Fortune 500 turnover rate is accelerating. (Wired Magazine) 57% of the buying cycle is completed before prospects speaks to your company. (CEB) Personalization Expected Dynamic Markets Digital Landscape Trends Driving Change
  7. 7. 7© Cloudera, Inc. All rights reserved. 3 years ago, Gartner predicted that by 2017 CMOs will spend more money on IT than CIOs.
  8. 8. 8© Cloudera, Inc. All rights reserved. Investment Leads to Complex Landscape 1,876 purpose built technologies, each with their own data volume or variety constraints.
  9. 9. 9© Cloudera, Inc. All rights reserved. Effective marketing requires a data and analytics first strategy.
  10. 10. 10© Cloudera, Inc. All rights reserved. Samsung’s First 90 days
  11. 11. 11© Cloudera, Inc. All rights reserved. US Strategic Analytics Team Team Mission - Developing customer data assets and data-driven analytics capabilities to help win in the market place by providing: • Shared Infrastructure • Data Governance • Managed Analytical Products Team Goals: Become the provider of choice within SEA for the following competencies: • Customer Analytics • Device Analytics • Social Analytics
  12. 12. 12© Cloudera, Inc. All rights reserved. Who do we support? Focus Areas Customer Profile Personalization Engine Social Media Intelligence Device Analytics Loyalty & Retention X X Digital marketing X X X E-commerce X X Customer service X X Product Planning X
  13. 13. 13© Cloudera, Inc. All rights reserved. Traditional Customer Profile Personal Info Michael Harris mharris5@gmail.com (201) 555-1403 5010 6th St, New York, NY 10012 Product Registrations & Purchases Galaxy Note 3 Galaxy S 2 55” UHD Curved Smart TV The business challenges Constrained analytics (data volumes) Duplicated & limited customer view New data sources (e.g. social) inaccessible
  14. 14. 14© Cloudera, Inc. All rights reserved. Operational efficiency architecture The technical challenges Traditional Architecture Load ServeIngest Data Sources Internal Database External Systems Users SAP Database Structured Data Merkle Rosetta Zendesk Serve Serve Limited Customer Insights1 Privacy & Security Issues2 Data Latency3 Data Siloes4
  15. 15. 15© Cloudera, Inc. All rights reserved. Operational efficiency architecture The new way forward Modern Architecture Serve Ingest Data Sources Enterprise Data Hub Applications Users Structured Data Serve Serve Diverse Customer Insights1 Consolidated Security2 Batch & Stream Processing3 Unified Data Sources (Structured & Unstructured) 4 Unstructured Data External Systems EDH Tableau Shell HUE Serve Data Scientist/ Data Analyst Business User Serve
  16. 16. 16© Cloudera, Inc. All rights reserved. The business benefits Complete view of the customer Immediate single source of truth Consolidated data available for self service Modern Customer Profile Personal Info Michael Harris mharris5@gmail.com (201) 555-1403 @mike1582 5010 6th St, New York, NY 10012 Product Registrations & Purchases Galaxy Note 3 Galaxy S 2 55” UHD Curved Smart TV Demographics & Psychographics White Male Age 31 Income $90,000 Baseball Lover Verizon Wireless Digital Visited Samsung.com to Browse Tablets (last on April 10) Opens 60% of Emails (last on June 3) Services & Authentication Silver Loyalty Tier Listens to Milk Music 4x Weekly Contacted Call Center About Smart Hub Features (Dec 26)
  17. 17. 17© Cloudera, Inc. All rights reserved. Deployment Process Building an Enterprise Data Hub First 30 Days Second 30 Days Final 30 Days 1. Hardware implemented 2. Secure hardware 3. Install Hadoop 1. Test Hadoop 2. Begin Hadoop security implementation 3. Begin governance, linage, auditing implementation 1. Finish Hadoop security implementation 2. Finish governance, linage, auditing implementation 3. Begin first use cases
  18. 18. 18© Cloudera, Inc. All rights reserved. Build on existing use cases Focus Areas Customer Profile Personalization Engine Social Media Intelligence Device Analytics Loyalty & Retention X X Digital marketing X X X E-commerce X X Customer service X X Product Planning X
  19. 19. 19© Cloudera, Inc. All rights reserved. Empowering the business Traditional Customer Profile Personal Info Michael Harris mharris5@gmail.com (201) 555-1403 5010 6th St, New York, NY 10012 Product Registrations & Purchases Galaxy Note 3 Galaxy S 2 55” UHD Curved Smart TV Modern Customer Profile Personal Info Michael Harris mharris5@gmail.com (201) 555-1403 @mike1582 5010 6th St, New York, NY 10012 Product Registrations & Purchases Galaxy Note 3 Galaxy S 2 55” UHD Curved Smart TV Demographics & Psychographics White Male Age 31 Income $90,000 Baseball Lover Verizon Wireless Digital Visited Samsung.com to Browse Tablets (last on April 10) Opens 60% of Emails (last on June 3) Services & Authentication Silver Loyalty Tier Listens to Milk Music 4x Weekly Contacted Call Center About Smart Hub Features (Dec 26) Vs Customer Profile Personalization Engine Social Media Intelligence Device Analytics
  20. 20. 20© Cloudera, Inc. All rights reserved. Segment 2 Experience Segment 3 Experience Segment 1 Experience Empowering the business Vs Action What would Lisa want? Lisa’s Personalized Experience Trigger Segment 1 Segment 3 Segment 2 Customer Profile Personalization Engine Social Media Intelligence Device Analytics What would Lisa want? Action Trigger
  21. 21. 21© Cloudera, Inc. All rights reserved. Empowering the business Vs Customer Profile Personalization Engine Social Media Intelligence Device Analytics Social data was siloed making it difficult to join with additional data and use across departments. EDH Lisa Entrepreneur, World Traveler passionate about Social Media, Charity, Art & Music. Social Media Influencer Unified customer profile with the additional of data for ad-hoc analyses.
  22. 22. 22© Cloudera, Inc. All rights reserved. Empowering the business Vs Missed logs and limited analytics EDH Complete log capture for ad hoc analyses Customer Profile Personalization Engine Social Media Intelligence Device Analytics
  23. 23. 23© Cloudera, Inc. All rights reserved. Operational efficiency architecture Tips and Tricks • Get key stakeholders involved early • How is the customer 360 profile going to be used? • Crawl, walk, run • Lean on experts in the community
  24. 24. 24© Cloudera, Inc. All rights reserved. Q&A
  25. 25. 25© Cloudera, Inc. All rights reserved. Tableau + Cloudera = Marketers' Dream How Big Data Can Help Marketers Improve Customer Relationships December 3rd, 2015 10-11am PST
  26. 26. 26© Cloudera, Inc. All rights reserved. Thank You

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