Disrupt yourself with a real-time, customer-centric data platform

A real-time, event-driven, customer-centric data platform is a powerful and enlightening way to change how you do business. This is about how surfacing and using real-time data from the plethora of your modern and legacy applications, silos, warehouses and your interactions with customers, is a fresh way of finding those opportunities to disrupt. What you'll gain by having an event-driven, customer-centric data platform as a key foundational layer to your architecture. And how a central real-time data hub will really help you get the most out of your sales, marketing, BI and operational strategies, among others. Plus some pragmatic advice on how you can easily build, nurture and grow it to fit your business.

Transcript

1. Disrupting with a real-time, 

   customer-centric data platform
   11 July 2018
   Steven Ringo
   

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2. 2016 →
   Single-vertical
   Mobile
   2017 →
   Multi-vertical
   Mobile
   Energy
   Broadband
   Devices
   2018 →
   v.Next
   Consolidation
   Efficiency
   Rationalisation
   

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3. Finding

   “Data Unity”
   

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4. Our data lives in four verticals (and other supporting systems).
   Getting meaningful, contextual access to their data is hard — each
   system has a different domain and data models and ways (or
   not) to get to that data
   Our systems each have their own way (or don’t) to provide
   promotions, incentives, rebates and discounts each with their own
   quirks and features.
   We have no central place with a reliable compound aggregated
   view of customer data.
   We have no central co-ordinating function to manage multi-
   vertical initiatives
   We make do by creating workarounds and suboptimal processes
   

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5. Escape from
   ETL Hell
   

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6. Make sense of data after the fact
   Rely on data warehouses for operational exercises and targeting
   Lose valuable history of the data
   Lose context as to how the data got in there originally
   Finding the signal from noise
   ETL Hell
   

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7. Restricts agility and responsiveness
   Hinders the creation of awesome customer experiences
   

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8. How are we solving this?
   

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9. Eventful-thinking mindset
   

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10. Signed up Steven, broadband, premium
    Bought a device iPhone X, 256GB, Paypal
    Changed mobile plan UNL 15 → UNL 20
    Clicked an incoming link Google search results → mobile landing page
    Redeemed a promo code Mobile, 1 month free, code 18649
    Consumed data 100MB, RP 6
    Called the service centre Mary, Rate plan change, 11 minutes
    Made a call while overseas India → Australia, 3 minutes, 55378008
    Moved house 34 Eurack Court NSW 2587, Electricity
    Paid bill $89.44, on-time, 1 Feb 2018
    

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11. Context Data
    +
    

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12. Need easy and instant access to 

    data and its context over time
    

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13. vs
    

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14. • Great for one-on-one conversations
    • Conceptually easy
    • Vernacular
    • Conference calling impossible
    • Conversation ends when string snaps
    • Tightly coupled
    Point-to-point
    

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15. By nature, point-to-point
    protocols “lock” 

    that data to the parties having
    the conversation
    Information relevant to others is
    hard to surface
    Point-to-point
    

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16. CRM
    Portal
    Provisioning Warehouse
    Marketing
    CRM
    Portal
    Provisioning
    Customer Experience
    Vertical B
    Vertical A
    

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17. Broadcast
    • Group or one-on-one conversations
    • Interaction conceptually more complex
    • Common language for a conversation
    • Selective listening to relevant
    conversations
    • Conference calling intrinsic
    • Conversation continues even if one
    walkie-talkie malfunctions
    

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18. Application CRM
    Billing Identity
    Invoicing
    Warehouse
    Portal
    Provisioning
    Stream
    Database
    

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19. Decoupled
    

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20. Widely-used streaming platforms
    

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21. Process Store Present
    Capture
    The data journey
    

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22. Store
    Capture Process Present
    The data journey
    

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23. Stream readers
    Parse each event, identify named fields to build structure, and transform
    them to converge on a common format for easier, accelerated analysis and
    business value
    Dynamically transform and prepare your data regardless of format or
    complexity, e.g
    • Derive structure from unstructured data with grok
    • Decipher geo coordinates from IP addresses
    • Anonymize PII data, exclude sensitive fields completely
    • Ease overall processing independent of the data source, format, or
    schema.
    

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24. AWS Data Migration Service
    AWS Lambda
    Database Change Data Capture
    SDKs
    http
    wal binlog
    

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25. Off-the-shelf
    

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26. Store
    Process Present
    The data journey
    Capture
    

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27. Event processing
    • (Id)entity resolution and matching
    • Relationships and linking
    • On-the-fly ETL
    • Segmentation
    • Personalisation
    • NLP
    • Sentiment
    • Statistics
    

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28. Identity resolution
    

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29. Single view of customer and history
    

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30. Time is of the essence
    • Natural triggers
    • Scheduled
    • Near real-time
    • Synchronous
    • Asynchronous
    • Report/batch
    • Eventual consistency
    

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31. Data enrichment
    

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32. Data enrichment
    Number of visits to x page in the last 3 days
    Number of products owned
    Number of times called call centre
    Demographic for address from third-party
    Address cleansing
    Should receive offer
    

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34. Store Present
    The data + context journey
    Capture Process
    

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35. Snapshots and lenses
    • Snapshots are the key to a single
    view of the customer.
    • We can combine multiple sources of
    truth to create fit-for-purpose
    “lenses”
    • Relational
    • Document
    • Graph
    • Lake
    

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36. Databases fit for purpose
    Caching → front-ends
    Reporting → finance & accounting
    Indexing → search
    Aggregation → usage
    Athena
    Redshift
    

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37. Present
    The data + context journey
    Capture Process Store
    

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38. Presentation
    Metabase
    

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39. Audience building and activation
    

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40. APIs everywhere
    • APIs no longer defined by vertical
    • APIs optimised and fit-for-purpose
    • Enabling marketing automation
    • Back-end for front-end (BFF)
    • Alexa, AI
    • Third-party integrations
    • Consolidated views, e.g. dashboard, call-centre
    • Speedier customer experience
    • Keep devs happy :-)
    • Easier to respond to business requirements
    

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42. The CDP is a system designed to ingest and unify customer data from all
    sources in real-time, and make complete and linked customer data easily
    accessible to the business and digital services — a single customer view.
    This will be a key enabler in the migration of platforms by having better
    quality unified data readily available for import to new systems.
    As the key for better engagement and marketing, a CDP provides
    visibility into the entire customer lifecycle.
    A CDP enables engineering the optimal customer experience in real time
    by being a central repository for everything that is knowable about a
    customer.
    Takeaways
    

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43. A central location and clearinghouse for everything that is knowable
    about a customer.
    Identity resolution to ensure that discrete customer records in silos resolve
    to the same individual or household through deterministic matching.
    Pre-built integrations with popular and other third-party vendor systems
    as well as APIs and SDKs to enable integration with custom-built or in-
    house developed systems.
    Dynamic, on-the-fly segmentation for marketers and other individuals to
    instantly discover and create segments, and push segmented data into
    marketing technology platforms.
    Democratisation of data by providing anyone in the business with access
    to unified data in both batch and streaming formats.
    Takeaways
    

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44. Thank you
    

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