Data Driven Business Decisions Made Easy

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Data Driven Business Decisions Made Easy Kenneth Peeples Phil Simpson June 19, 2014

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2 Agenda ● Data-driven business decisions - a customer service example ● Providing context with JBoss Middleware –JBoss BRMS –JBoss Data Virtualization ● Demo

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3 A Customer Service Example Data Warehouse CRM Call Center Agents Transaction History Billing Accounts

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4 Data Warehouse CRM Call Center Agents Transaction History Billing Accounts Customer calls in… A Customer Service Example

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5 Data Warehouse CRM Call Center Agents Transaction History Billing Accounts Customer calls in… What do we know about this customer? -Records? -History? -Recent activity? A Customer Service Example

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6 Data Warehouse CRM Call Center Agents Transaction History Billing Accounts Customer calls in… What is the likely intent of this inquiry? •Complain? •Buy more product? •Terminate service? •Modify service? A Customer Service Example

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7 Data Warehouse CRM Call Center Agents Transaction History Billing Accounts Customer calls in… What are likely next best actions?? •Discount? •Replacement product? •Upgrade? A Customer Service Example

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8 2 Steps to Improving Customer Service 1. Provide a complete customer context – Structured data, likely from various data stores – Unstructured data – Historical data ● Long term from data warehouse ● Recent activity – Data from outside the organization ● Tweets ● Posts on social media

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9 2. Infer action from context – Determine likely intent – Identify paths to resolution 2 Steps to Improving Customer Service

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10 Better Decisions with JBoss Middleware Infer action Build context from disparate data

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11 A single, integrated, certified distribution for Business Rules Management and Complex Event Processing, based on open source community projects:

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12 BRMS Components

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13 Rules

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14 Red Hat JBoss Data Virtualization Complete View of Master and Transactional Data in Real-time

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15 JBoss Data Virtualization - Supported Data Sources

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16 JBoss Data Virtualization – Use Cases

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17 JBoss Data Virtualization – Architecture

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18 JBoss Data Virtualization – Benefits

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19 JBoss Architecture for Context & Actions Data Warehouse CRM Call Center Agents Transaction History Customer Context Actions Offers Recommendations Rules Twitter REST API or from Hadoop Third Party REST/SOAP API or from Hadoop Feedback Application That uses BRMS Knowledge Session and DV VDB

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20 JBoss Data Virtualization – Use Case Objective: Determine what offers or discounts can be offered to the customer according to the customer context Problem: Call center agents don't have easy access to all the data and the business rules are manual Solution: Use DV to create a unified view for a customer context which can then be applied to business rules in BRMS to automatically determine the offers or discounts for the customer

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21 Demonstration with DV and BRMS Customer 1 – Tom BAD Smith With 450 Credit Score, Cold Sentiment, 2 calls Customer 2 – Bryan VIP Jacobs With 750 Credit Score, Warm Sentiment, 7 calls Customer 3 – Michelle VIP Ramos With 650 Credit Score, Hot Sentiment, 2 calls Customer 4 – Tina REGULAR Romney With 705 Credit Score, Cold Sentiment, 4 calls Rule "BadCustomerSale" – When the Customer type on the sale is bad then sale is denied Rule “RegularSale” - When the Customer type is regular the sale is approved Rule “VipDiscount” - When the Customer type is VIP then the discount is .5 and sale is approved