Tijdens de eerste editie van Data Donderdag sprak Sander Klous, hoofd van het Big Data en Analytics team bij KPMG over Big Data ecosystemen in bedrijfsleven en maatschappij.

1. Data analytics
Sander Klous
Big Data Analytics Lead
klous.sander@kpmg.nl

2. Contents
Process
■
Approach
■
Big Data awareness event
■
Agile development
■
Evaluation
Examples
■
Life changing events
■
Financial health
■
Hospital care path optimization
■
Data driven decision making
■
Dynamic influencer modeling
■
Crowd monitoring and event security
■
In store customer buying patterns
© 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
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3. Process

4. Our approach for a value added result
The process of achieving a proof of concept for the selected cases is aligned with the
possibility to develop business cases for the other opportunities
Ambition
Customer
perspective
Breaking the
rules
Vision
Insight into
digitalization
Discovering the digital possibilities
Related worlds
Generating an appetite
Ideas for
digitalization
Powertrack
planning
Business
value
Client
cases
Ambition
Preparation for and creating client cases using
a Big Data opportunity event
Proof of Concept for selected cases and
hand over
Transformation of the solution
and business model
Continuous interaction to orchestrate Big
Data strategy process and if necessary
adjust business case directions.
2 weeks
10 weeks
to be decided
Coordinating the project using a phased and agile approach
Envisioning…
Preparing…
Developing…
Reviewing…
uncovering client
cases using a Big
Data opportunities
selected client cases
for Proof of Concepts
the Proof of
Concepts of the
selected client cases
evaluating the results
and determining the
way forward
© 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Part of this
proposal
Additional
activities
3

5. Preparation for and creating client cases using a Big Data awareness event
Stakeholder commitment and involvement are key in the activities that proceed to the Big
data awareness and opportunity event
2: Forward
Thinking
Conducting an
extensive analysis
that aims to identify
relevant trends in
the financial
services industry
and big data
initiatives.
3: Related
Worlds
Identifying relevant
business models in
related industries
will provide
valuable learning
experience as well
as identifying
future
opportunities.
4: Customer
Perspective
A customer
analysis identifies
future needs and
priorities that
contribute in
relevant customer
profiles.
1: Shared vision
8: Big Data opportunity event
To realize a shared
vision a strategy
analysis is required
and includes an
understanding of
corporate and estrategy, a
competitive
benchmark, and
portfolio analysis.
5: Business
Value
Based on the
strategy, trends,
and customer
profiles analyses,
the main value
drivers are
determined and will
form the basis for
potential business
or revenue models.
6: Fact wall
Adding facts to the fact wall
during the preparation will
ensure that all insights are
used during the event that
contributes to client’s future
business model.
Creating client cases by stakeholders using an outside-in view on
the possibilities of Big Data for the client business model and
strategy.
7: Opportunity event preparation
To achieve the mutually defined results during the Big
data awareness session, preparation is key. This phase
consists of multiple activities to prepare the necessary
input for the awareness session. In addition to these
activities, client stakeholder commitment and
involvement are key success factors during this phase.
© 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
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6. Pilot for selected cases and hand over
Based on the selected client cases, working pilots are delivered in an agile approach
2: Getting ‘Ready’
The Scrum Team has to get
ready and the Product
Backlog has to be groomed.
Refined client cases serve
as the starting point for
development.
1: Deploying the Big Data
environment
3: Delivery using Scrum
The Scrum Team and Product Owner develop
working prototypes in 4 Sprints. Each Sprint
starts with a Sprint Planning Meeting and end
with a Retrospective. Our agile approach allows
for changing requirements throughout the
development cycle and ensures getting maximum
value from the Big Data environment
Based on the selected client cases, the
required Big Data environment is
deployed. There are, for example,
three scenario’s:
1. Using the existing Teradata EDW
2. Using a Hadoop cluster
3. Using a Teradata Aster cluster
Scenario I. Using the Teradata EDW
Scenario II. Using a Hadoop cluster
Scenario III. Using a Teradata Aster cluster
© 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
5

7. Transformation of the solution and business model
Evaluation of the pilot and defining the future path...
Pilot Retrospective
When the prototypes have been used for a couple of
weeks/months, a pilot Retrospective will be held:
1. The value of the pilot will be evaluated. What did it
contribute? What have we learned? This concerns
both technical as well as organizational findings.
1: Pilot review
Using our proven assessment
methodology, we will evaluate
the pilot findings together.
2: Future path
2. What is the future path for the client concerning Big
Data? What are the next steps? How can we leverage
data as a strategic asset? What is needed to make us
a data-driven company?
Transformation of the solution and
business model
The pilot Retrospective is used as input for development of
the Big Data Strategy and allows for uncovering Big Data
opportunities that maximize business value in support of the
client's proposition or uncover possibilities for business
model innovation.
The possibilities of Big Data for
the client will be re-assessed.
How do we leverage the value
of our data? What actions are
needed?
© 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
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8. Timeline
Approach is characterized by clear steps and focuses on delivery in 12 weeks
Weeks (dates to be discussed)
1/2
3/4
5/6
7/8
9/10
11/12
13
Client Big Data strategy development
Activities
Envision
Go /
No
Go
Prepare
Go /
No
Go
Go /
No
Go
Develop
■
Kick-off meeting
■
Workshop
■
Workshops
■
Awareness
session
■
Product Backlog
■
Sprint Planning meetings, Demo’s, Retrospectives
Review
■
Retrospective
■
End product
■
Documentation
■
Roadmap
Project management
Results
■
■
■
Selected client
cases
Organizational
awareness
Basic Big Data
environment
■
Refined client cases
■
Ready Product
Backlog and Ready
Team
2 Data scientists (KPMG)
2 Facilitators (KPMG)
1 Visualisation expert
(KPMG)
Working product increments (two week cycle)
1 Product Owner (Client)
1 SME (KPMG)
People
8-12 Key players
(Client)
■
2 Data scientists
(KPMG)
1 Project Manager
(KPMG)
4 Key players (Client)
1 Project Manager
(KPMG)
1 Product Owner (Client)
1 SME (KPMG)
2 Data scientists (KPMG)
1 Facilitator (KPMG)
1 Visualisation expert (KPMG)
1 Data
scientists(KPMG)
1 Project Manager/Scrum Master (KPMG)
1 Teradata expert
1 Project Manager
(KPMG)
1 Teradata expert
1 Teradata expert
© 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
1 Teradata expert
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9. KPMG Big Data Analytics Platform
Optimize time to market
Our DNA Service as a Data Institute in
an Eco-System
•
Output via API/ custom visualization
Input
Data
Entire (custom) solutions for (multiple)
clients
•
1
Real-time processing
Backend
Technologies employed
Cloudera Hadoop Cluster
Batch processing
2b
3
•
Based on Open Source resources
•
MongoDB Cluster
Flexible and scalable solution
4
Service Layer
Security
Rest Interface
5a
User Request
1’
Widgets
5b
Monitoring: Ganglia
•
2a
Configuration management: Puppet
Storm Cluster
Web Apps
Load Balancer
Varnish Cache
Varnish Cache
6
II. Crowd & Mobility Management
© 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
8

10. Examples
For internal use only

11. Personalized Offerings and Pricing
Life-changing events
Combine the internal data of a bank with publicly available
data from Funda.nl
Company A
Analytics
Institute
Data Hub
Customer
Company B
&
1
encryption
encryption
3
2
3
© 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
10

12. Risk Management
Financial Health
Pattern recognition in income and expenses – Financial Health predictions
Parameters a & b
towards Financial
Health Dept.
Expenses
within the
range for
sustainable
behavior
Parameters a & b
towards NonFinancial Health
Dept.
Customers who were never considered by
the Financial Health Dept. balanced their
spending with their income.
© 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
11

13. Operational Excellence
Hospital care path optimization
Simulation
Reality
Monte Carlo simulation to analyze
operational efficiency of Operation
Room planning at a hospital.
2012
2014
© 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
12

14. Customer Profiling and Operational Efficiency
Decision-making based on generated revenue
The most popular handset types used in the entire Netherlands versus Amsterdam. The information is based on the revenue
per antenna from analysis of the call detail records. Note that Samsung is most popular in general, but in Amsterdam, the
trendier Apple’s iPhone is mostly used instead.
© 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
13

15. Customer Profiling
Dynamic Influencer Modeling in Social Media Networks
Dynamic Influencer Modeling is used to mine social
networks for their influential members. It calculates
the influencers according to both the formal and
informal connections. It computes the influencers
dynamically, computing the influencers in real-time
using the output of Tribes identification information.
Each of the connections is weighted dynamically, to
create ranking of members for diverse topics, such
as “Toyota Prius”, “fuel economy” and “baseball
draft”.
Dynamic Influencer Model of Business on Twitter
© 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
14

16. Location Aware services
Crowd monitoring and event security during the coronation
KPMG Managed Service
Big Data Analytics platform
Analytics as a Service
(AaaS)
© 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
15

17. Location Aware services
In store monitoring: understanding customer buying patterns
Background
Tracking customer behaviour is important information which
can be gathered using several types of sources. WiFi signals
and old-school security cameras are for instance used more
and more to store shopping patterns from customers.
Benefits
■ The goal is to define which variables affect a purchase and
make changes accordingly. For example, a store might
deploy more salespeople, alter displays or put out red
blouses instead of blue, according to a story on Bloomberg
Challenges
■ Storing WiFi signals for analysis.
■ Analyzing the customer behavior and plotting patterns,
graphs and trend lines.
■ Storing sales data, or motion sensors for extra information
about certain products.
■ Storing other relevant (social Media) information.
Solution
■ The analysis of any of these separate data streams will
provide vital information about the shopping behaviour of
customers. Combining all the data creates even richer
information.
© 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
16

18. Location Aware services
Live dashboards
Service Catalog
Customer Benefits
Capture rate
■ How many people that walk by actually enter
Location based loyalty
■ Reward Programs (bonus miles)
■ Customer Engagement levels (bronze, silver, gold)
Dwell time
■ How long does an average visitor stay inside
Conversion
■ How many customers that enter buy a product
Visits
■ How many people visit and how does this vary over stores
Returning visits
■ How often do customers visit a store
Heatmaps
■ What is the most visited area in a store
Benchmarking
■ A/B testing between different locations and dates
Store Layout Optimization
■ What is the best store layout
Trends
■ Above indicators over time
Location aware discounts
■ Based on customer loyalty
In store navigation
■ Help customers find their preferred store path
Queue time optimization
■ Minimize waiting time at cash registers or counters
Hottest item identification
■ Help customers identify best selling products
Collaborative filtering
■ Suggest new products related to customer interest
Personalized offerings
■ Personalized offerings based on better customer profiles
Customer journey
■ Help customers with their purchase decision in stores and at home
© 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
17

19. Location Aware services
Heatmap of CHEP 2013 (Conference in Beurs van Berlage)
© 2013 KPMG Advisory N.V., registered with the trade register in The Netherlands under number 33263682,is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in The Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
18

20. © 2013 KPMG Advisory N.V., registered with the trade
register in the Netherlands under number 33263682, is a
subsidiary of KPMG Europe LLP and a member firm of
the KPMG network of independent member firms affiliated
with KPMG International Cooperative (‘KPMG
International’),
a Swiss entity. All rights reserved. Printed in the
Netherlands.
The KPMG name, logo and ‘cutting through complexity’ are registered
trademarks or trademarks of KPMG International.