Hortonworks and Clarity Solution Group

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Big Data and Analytics in Retail and
Consumer Products
With Clarity Solution Group

Your speakers…
Eric Thorsen
General Manager, Consumer Products and Retail
Hortonworks
Duane Lyons
Practice Lead, Retail / CPG & Manufacturing
Clarity Solution Group

Agenda
Clarity and Hortonworks Partnership
Hortonworks Data Platform (HDP) overview
Consumer720 provided by Clarity Solution Group Overview
Summary / Call to action

Clarity and Hortonworks partnership
Focused on enabling organizations to leverage big-data for positive
business impact
•  Drive better business outcomes through data and analytics
•  Deliver unsurpassed client service
•  Create a thriving community of employees
•  Be the undisputed #1 specialist consultancy focused exclusively on
data and analytic solutions
Clarity Mission

Traditional systems under pressure
Challenges
•  Constrains data to app
•  Can’t manage new data
•  Costly to Scale
Business Value
Clickstream
Geolocation
Web Data
Internet of Things
Docs, emails
Server logs
2012
2.8 Zettabytes
2020
40 Zettabytes
LAGGARDS
INDUSTRY
LEADERS
1
2 New Data
ERP CRM SCM
New
Traditional

Hadoop emerged as foundation of new data architecture
Apache Hadoop is an open source data platform for
managing large volumes of high velocity and variety of data
•  Built by Yahoo! to be the heartbeat of its ad & search business
•  Donated to Apache Software Foundation in 2005 with rapid adoption by
large web properties & early adopter enterprises
•  Incredibly disruptive to current platform economics
Traditional Hadoop Advantages
ü  Manages new data paradigm
ü  Handles data at scale
ü  Cost effective
ü  Open source
Traditional Hadoop Had Limitations
" Batch-only architecture
" Single purpose clusters, specific data sets
" Difficult to integrate with existing investments
" Not enterprise-grade
Application
Storage
HDFS
Batch Processing
MapReduce

Modern Data Architecture emerges to unify data & processing
Modern Data Architecture
•  Enable applications to have access to
all your enterprise data through an
efficient centralized platform
•  Supported with a centralized approach
governance, security and operations
•  Versatile to handle any applications
and datasets no matter the size or type
Clickstream
Web

&
Social

Geoloca3on
Sensor

&
Machine

Server

Logs

Unstructured

SOURCES
Existing Systems
ERP
CRM
SCM

ANALYTICS
Data
Marts
Business
Analytics
Visualization
& Dashboards
ANALYTICS
Applications
Business
Analytics
Visualization
& Dashboards
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HDFS
(Hadoop Distributed File System)
YARN: Data Operating System
Interactive Real-TimeBatch Partner ISVBatch Batch
MPP
EDW

Maximizing the Value of Social Media
#1 #2 #3
•  However, market leaders are already understanding the benefits of #3 and realizing tremendous competitive
advantage
•  Consumer720 focuses on allowing organizations to use social media to maximize the value of existing marketing
processes and technologies

What is Consumer720?
‘Social + Enterprise ‘ allows for creation the ‘Database of Affinity’
•  Forrester defines the Database of Affinity as ‘A catalogue of people’s tastes and
preferences collected by observing their social behaviors’
•  ‘Affinity’ is different than ‘Intent’. A consumer may have a intent to purchase a stroller
because of a newborn child. While valuable to a marketer, it has a limited shelf life.
Knowing a consumers affinity for a brand, category, or something else is valuable long-
term
KeyBenefitsof‘Social+Enterprise’
•  #1 –Predicated upon permission-based access to
social profiles. The solution includes API’s to
connect with social sources for profile integration
•  #2 – Reusable data model to support social
sources and Database of Affinity
•  #3 – Sophisticated rules engine to determine
affinity attributes for individual consumers based
on their Facebook likes
•  #4 – Social segmentation models to support
targeted communications
Benefits

Solution Overview:
Clarity Solution Group offers a unique solution to Consumer720
•  Consumer 720 combines internal company data with external social media data
in order to rationalize and expand the view of the consumer
•  Pre-Packaged Data Model
•  Facebook API’s (via social signon)
•  Ability to create a ‘Database of Affinity’
Key Accelerators
•  Software / hardware neutral
•  Built to scale based on Big Data technologies
•  Accelerators enable quick, low-cost implementation
•  On-premise or hosted
The Clarity approach
Overcome barriers to
personalized
consumer engagement

Why is ‘Social + Enterprise’ Important?
•  Social Log-in is gaining
popularity
–  Both Google and Facebook
have publicly stated their
intent to use social log-in to
track users
–  Reduced log-in fatigue -
Social log-in allows
consumers to remember
fewer passwords
–  Using social log-in is
actually MORE secure
–  Usage of cookies is dying
•  The richness of Facebook
profiles is amazing!
–  Use social data to create the
‘Database of Affinity’

A beverage company seeks to improve several aspects of its
consumer marketing strategy
•  A large international beverage company met with Clarity to discuss opportunities to improve consumer marketing
effectiveness. The company faced several challenges in creating marketing impact among it’s targeted consumer base.
Some of its primary obstacles included:
•  Product Breakthrough: Consumers having more choice than ever before
•  Media Breakthrough: Becoming increasingly harder to win media moments
•  Message Breakthrough: Ensuring your message connects when you do reach them
Proprietary and Confidential - © 2014 Clarity Solution Group, Inc.
Clarity worked with the beverage company to identify potential solutions to these challenges. Several options were
evaluated, but ultimately this company worked with Clarity to gain a more comprehensive view of the customer. Both
organizations then worked to implement a solution with the following objectives in mind:
•  Create a consumer database that will allow building toward a unified view of the consumer
•  Understand the impact of various consumer touch points (consumer interactions were collected and stored separately),
validate and augment consumer segmentation, identify influencers, advocates and brand loyalists
•  Ultimately deliver more targeted communications and more efficient use of media spend.
•  Social segmentation in conjunction with ‘Database of Affinity’ resulted in 20%+ lift in campaign responses
Business Problem
Project Approach

Case Study: CPG
The implementation leveraged Clarity’s Consumer 720 Solution Platform & Delivery Approach
Data Exploration
• Data profiling and structuring
•  High-level quality issues
•  Schema discovery
•  Data into schema rationalization
• Attribute analysis
•  Identify common attributes
•  Identify groupings of attributes to support
entity resolution
•  Identify and prioritize attribute groupings for
demographic profile segmentation
• Entity resolution
•  Execute entity resolution for email address
•  Prototyped similarity-based resolution for
social profile
Data Integration
•  Enhanced master Consumer Profile data
model
•  Perform entity resolution / matching to link
enterprise and social profiles
•  Implement survivorship rules to rationalize
and enrich key attributes for campaign
segmentation
•  Enhance data model to support e-mail
response data
Predictive Model
•  Demographic Response Model: This model
takes every individual and assigns them
with a probability of attending an event
based only on basic information.
•  Social Activity Model: The output of this
model is a grouping of people with similar
interests, and a simple prediction model
assigning people to these groups. The goal
is to identify interests that have the highest
rates of identified activity.

Case Study: CPG
Consumer720 Data Model integrates social and enterprise master and transactional data
Entity Resolution
Opt-in and Campaign Feedback
Affinity and Activity
Identification
Golden Consumer
Profile
Source Social Profile
Targeting Model
•  Feature Extraction
•  Activity Classification
•  Influence
Quantification
•  Affinity Identification
Consolidated Consumer
Demographics

The Value of Consumer720 is Greatest if used in conjunction with Social Login,
but it is not Required…
Incorporate public
social feeds from
sources such as
Twitter and FB with
the associated
user profile info
Perform screen
scraping for
product pricing and
reviews
Social Login
•  Less than 30% of all retail and CPG’s are currently using social login. The good news is that usage is
expected to grow 20%-30% annually
•  There is definitely a maturity curve for leveraging social analytics
It is important to have a social analytics strategy
This starts with sentiment analysis
and in more advanced scenarios can
be used to predict business
outcomes
Very useful as an ‘Early Warning’
system for product defects, warranty
issues, recalls, etc…

Only HDP delivers a Centralized Architecture
YARN
Other Hadoop Vendors
A siloed “with” YARN architecture
Disjoint, Siloed Clusters
•  Inefficient use of resources, single tenant, duplicate storage & processing
•  Multiple implementations of governance, security and operations
•  New applications require new clusters
Hortonworks Data Platform
A centralized architecture built on YARN
Cluster1
Application
Security
Storage
YARN
Governance
Operations
Batch
Storage
YARN: Data Operating System
Governance Security
Operations
Resource Management
Existing
Applications
New
Analytics
Partner
Applications
(ie. SAS)
Cluster2
Application
Security
Storage
Governance
Operations
ClusterN
Application
Security
Storage
Governance
Operations
…
Interactive
Dedicated
Resource mgt
Real-time
Dedicated
Resource mgt
Single cluster, multiple applications
•  Efficient storage, processing
•  Centralized Security, Operations, Governance
•  Run a variety of applications simultaneously
Data Access: Batch, Interactive & Real-time

HDP: Any Data, Any Application, Anywhere
Any Application
•  Deep integration with ecosystem
partners to extend existing
investments and skills
•  Broadest set of applications through
the stable of YARN-Ready applications
Any Data
Deploy applications fueled by clickstream, sensor,
social, mobile, geo-location, server log, and other new
paradigm datasets with existing legacy datasets.
Anywhere
Implement HDP naturally across the complete
range of deployment options
Clickstream
Web

&
Social

Geoloca3on
Internet
of

Things

Server

Logs

Files,
emails
ERP
CRM
SCM

hybrid
commodity appliance cloud
Over 70 Hortonworks Certified YARN Apps

“Hortonworks loves and lives
open source innovation”
World Class Support and Services.
Hortonworks' Customer Support received a
maximum score and was significantly higher
than both Cloudera and MapR
A Leader in Hadoop
The Forrester Wave™
Big Data Hadoop Solutions
Q1 2014

Hadoop is a Platform Decision
Adoption follows a consistent journey
Data architecture efficiencies, new analytic apps, and
ultimately to a “data lake”.
HDP: A centralized architecture built on YARN
Any application, any data, anywhere.
HDP: A completely open data platform
Platforms are ultimately defined by open communities.
HDP subscription supports entire lifecycle
World class experience to ensure success from architecture to
production to expansion.

Next Steps…
Download the Hortonworks Sandbox
Learn Hadoop
Build Your Analytic App
Try Hadoop 2
More about Clarity & Hortonworks
http://hortonworks.com/partner/clarity-solution-group/
Contact us: events@hortonworks.com

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June 9-11
BRUSSELS
April 15-16
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and BOFs
•  Hadoop training available
•  100+ sessions and 7 tracks
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•  5000 attendees
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•  Including Pre and Post event community meetups
and BOFs
•  Hadoop training available
www.hadoopsummit.org
The Largest Hadoop Community Events in  
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Cautionary Statement Regarding Forward-Looking Statements
This presentation contains forward-looking statements involving risks and uncertainties. Such
forward-looking statements in this presentation generally relate to future events, our ability to
increase the number of support subscription customers, the growth in usage of the Hadoop
framework, our ability to innovate and develop the various open source projects that will enhance
the capabilities of the Hortonworks Data Platform, anticipated customer benefits and general
business outlook. In some cases, you can identify forward-looking statements because they
contain words such as “may,” “will,” “should,” “expects,” “plans,” “anticipates,” “could,” “intends,”
“target,” “projects,” “contemplates,” “believes,” “estimates,” “predicts,” “potential” or “continue” or
similar terms or expressions that concern our expectations, strategy, plans or intentions. You
should not rely upon forward-looking statements as predictions of future events. We have based
the forward-looking statements contained in this presentation primarily on our current expectations
and projections about future events and trends that we believe may affect our business, financial
condition and prospects. We cannot assure you that the results, events and circumstances
reflected in the forward-looking statements will be achieved or occur, and actual results, events, or
circumstances could differ materially from those described in the forward-looking statements.
The forward-looking statements made in this prospectus relate only to events as of the date on
which the statements are made and we undertake no obligation to update any of the information in
this presentation.
Trademarks
Hortonworks is a trademark of Hortonworks, Inc. in the United States and other jurisdictions.
Other names used herein may be trademarks of their respective owners.

Hortonworks and Clarity Solution Group

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