Watch full webinar here: https://bit.ly/3Adl24C In today’s digital economy, customers are all-powerful. They have the ability to search for and find products and services, find reviews and ratings, find out about alternative products and services via search and social networks, ask questions of others about products and services, and find comparison sites. All of this can be done from a mobile device while on the move and with so many options available to them. They can switch to a competitor at the touch of a mobile phone screen or the click of a mouse. In this kind of economy, customer loyalty is cheap and so it is essential to know more about your customers, if you want to keep them. However, in many companies, customer data is fractured across many different systems with no way to share and access integrated customer data and insights across all channels to offer up a consistent, personalized customer experience. This webinar looks at this problem and shows how data virtualization can be used to create a Customer Data Platform to solve it. Discussion details: - Digital transformation and the impact on customers - The importance of the customer in the boardroom - Customer interaction - the impact of COVID-19 pandemic - Current problems facing many companies in the front-office from fractured customer data - The need for a Customer Data Platform to engage and retain customers while improving their overall experience - The central role of data virtualization as a foundation for a customer intelligent front-office

1. ANALYST WEBINAR
Enabling a Customer
Data Platform Using
Data Virtualization

2. Speaker
Mike Ferguson
Managing Director, Intelligent
Business Strategies
Director of Product Marketing, EMEA
& LATAM, Denodo
Robin Tandon

3. Enabling a Customer Data Platform
Using Data Virtualization
Mike Ferguson, Managing Director, Intelligent Business
Strategies

4. Data Virtualization and the
Customer Data Platform
Robin Tandon, Director of Product Marketing, EMEA &
LATAM

5. Agenda
1. The Denodo Platform
2. Eroski a 360 ° View of the Customer

6. 6
A logical data layer – a “data fabric” – that provides high-performant, real-time, and secure access to
integrated business views of disparate data across the enterprise
The Denodo Platform
• Data Abstraction: decoupling
applications/data usage from data
sources
• Data Integration without replication
or relocation of physical data
• Easy Access to Any Data, high
performant and real-time/ right-
time
• Data Catalog for self-service data
services and easy discovery
• Unified metadata, security &
governance across all data assets
• Data Delivery in any format with
intelligent query optimization that
leverages new and existing
physical data platforms

7. 7
Denodo Platform 8.0 Architecture
DATA CATALOG
Discover - Explore - Document
DATA AS A SERVICE
RESTful / OData
GraphQL / GeoJSON
BI Tools Data Science Tools
SQL
CONSUMERS
DATA VIRTUALIZATION
CONNECT
to disparate data
in any location, format
or latency
COMBINE
related data into views
with universal semantic
model
CONSUME
using BI & data science
tools, data catalog,
and APIs
Self-Service
Hybrid/
Multi-Cloud
Data
Governance
Query
Optimization
AI//ML
Recommendations
Security
LOGICAL
DATA
FABRIC
SOURCES
Traditional
DB & DW
150+
data
adapters
Cloud
Stores
Hadoop
& NoSQL OLAP Files Apps Streaming SaaS

8. 8
Denodo Data Catalog
Data Catalog within Data Virtualization to seamlessly integrate data catalog and data delivery
Dynamic Catalog of curated, timely, contextual, and reusable
information assets and data services.
Govern – Fine-grained privilege that governs access to the catalog;
both metadata and information assets.
Describe – Ability to describe data assets with categorization, tagging,
annotations, lineage and other business-oriented metadata.
Usage-based metadata – who, when, what, why, and how of data
consumption.
Lightweight Data Preparation – Ability to transform, refine, and
customize data assets for business use.
Enhanced UI – Business-friendly user interface geared to roles such as
data stewards, data analysts, and citizen analysts

9. Eroski: 360° View of the Customer

10. 10
How A Modern Data Architecture Can Improve Business
Self-service BI/Analytics
Empowered business users
with self-service access to
trusted data to enable faster,
more accurate decision-
making
Used data virtualization to
create a logical data
warehouse supporting 33
virtual data marts, with
reduced deployment time
360° View of Customer Cloud Data Integration
Streamlined process of
transitioning data to cloud
providing enhanced agility,
flexibility and efficiency of
data analytics process
Data virtualization was
chosen for speed and
agility, providing a
consistent security model
across applications
Data Services
Accelerated time to market
for development of new
data-driven apps for oil and
gas customers
Developed logical data
warehouse for efficient
access to structured and
unstructured data sources.
Went from 2 weeks to less
than day to create web
services
Enabled business users with
360° view of customer to
better understand customer
emotions, brand preferences
and purchase patterns
With Denodo acting as a
unifying layer on top of
multiple data sources, a
consolidated view of the
customer was created.
Enabling Eroski to better
understand and react to
customer needs

11. 11
Customer Use Case: Eroski
Business Need
▪ Eroski wanted to improve their view of
the customer, but their customer data
was held across over 30 different data
sources. These included customer
service, online activity, the Eroski loyalty
program as well as other sources, such
as consumer partnership data. Eroski
wanted to create a true 360 view of the
customer.
▪ Eroski’s marketing intelligence division
needed to create segment based
customer marketing initiatives based on
the demographic profile of their
customers
▪ The Denodo Platform for Data
Virtualization was invaluable in achieving
the business objectives of creating a
unified view. Denodo creates a virtualized
master data mart. Denodo connects to all
the disparate data sources seamlessly
creating a single unified view of the
customer. Denodo is also completely
flexible allowing Eroski to add data
sources such as social media or new
partnership data in real time allowing for
instant knowledge of end consumer.
Denodo helps Eroski have a full 360
view of the client.
Eroski was able to:
▪ Build client cards for individual customers
and make them available to stakeholders
▪ Enable customer analytics, based on all
available information through studies,
segmentation, and models
▪ Create comprehensive reports of
customer behavior
▪ Improve security and reduce risks related
to customers’ personal information
Solution Benefits
Operates approximately 2,000 retail outlets in particular supermarket
and hypermarkets across Spain as well as travel offices and gas
stations.

12. 12
Customer Use Case: Eroski
360° View of Customer
Enabled business users with
360° view of customer to
better understand
customer emotions, brand
preferences and purchase
patterns
With Denodo acting as a
unifying layer on top of
multiple data sources, a
consolidated view of the
customer was created.
Enabling Eroski to better
understand and react to
customer needs

13. 13
Conclusion
Denodo helps businesses create customer centric data
driven insights through Denodo’s Logical Data Fabric
and Data Virtualization technologies. Sowing together
enterprises data in a virtual environment,
democratizing the access layer to allow all business
users access to the data they need to make accurate
and customer centric decisions.

14. Q&A

15. 15
Next Steps
Access Denodo Platform 8.0 in the Cloud.
Start your Free Trial today!
G E T S TA R T E D TO DAY
www.denodo.com/free-trials
Enabling a Customer Data Platform Using Data
Virtualization
By Mike Ferguson, Intelligent Business Strategies
DOWNLOAD WHITEPAPER

16. Thanks!
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