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Predicting Customer Behavior with Customer Convsrsation Modeling

Hadoop Summit 2015

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Predicting Customer Behavior with Customer Convsrsation Modeling

  1. 1. Customer  Conversa-on  Modeling   Hadoop  Summit,  June  11th  2015  
  2. 2. 2  Copyright  2015  NGDATA ®,  Inc.    ConfidenCal  –  DistribuCon  prohibited  without  permission     §  Big  Data  Technology   §  ArCficial  intelligence   §  Complex  AnalyCcs  and  BI   §  Decision  systems   EXPERTISE  Introducing  NGDATA   §  70+  employees   §  Offices  in  the  US  and  Europe   §  SoTware  Vendor  –  on-­‐premise   enterprise   COMPANY   Lily  Enterprise   §  OperaConal,  Omni-­‐channel   Customer  AnalyCcal  Profile   Data  Management  PlaYorm   ECOSYSTEM   Transforming  Customer  Experience  in  Financial  Services  and  Communica-ons   §  Global  partnerships  with   pioneers  and  blue  chip   customers  in  Financial  Services   and  CommunicaCons   PRESENCE  
  3. 3. 3  Copyright  2015  NGDATA ®,  Inc.    ConfidenCal  –  DistribuCon  prohibited  without  permission     Relevancy:  What  Customer  Experience  is  All  About     OFFER THE RIGHT PERSON THE RIGHT TIME THE RIGHT CHANNEL THE RIGHT IMPROVED FREQUENCY IMPROVED SEPARATION
  4. 4. 4  Copyright  2015  NGDATA ®,  Inc.    ConfidenCal  –  DistribuCon  prohibited  without  permission     The  Customer  Journey   A  Con&nuous  Conversa&on   CUSTOMER  LIFETIME   ATTRITION  ACTIVATION   PERSONAL   ADVISE   CUSTOMER   SUPPORT   UP  SELLING   PERSONAL   ADS   PARTNER   PROGRAMS   RISK   PROGRAMS   CHURN   REDUCTION   ACQUISITION  
  5. 5. 5  Copyright  2015  NGDATA ®,  Inc.    ConfidenCal  –  DistribuCon  prohibited  without  permission     Op-mizing  the  Customer  Conversa-on   Central  Data  Availability  for  Consistency   CUSTOMER  LIFETIME   ATTRITION  ACTIVATION   MARGIN   PERSONAL   ADVISE   CUSTOMER   SUPPORT   UP  SELLING   PERSONAL   ADS   PARTNER   PROGRAMS   RISK   PROGRAMS   CHURN   REDUCTION   360  view  for   advisor   Content   recommendaCon   Micro  campaigns   Anonymous   Call  predicCons   Script   recommendaCons   Online  offers   121  Campaign   Personalized  ads   Personalized   Social   Support  partners   apps   Merchant  offers   AcriCon  programs   IdenCfy  Fraud   ACQUISITION  
  6. 6. 6  Copyright  2015  NGDATA ®,  Inc.    ConfidenCal  –  DistribuCon  prohibited  without  permission     Customer  Conversa-on  Modeling   4  Steps   1.  customer  idenCficaCon   2.  customer  profiling   3.  customer  behavior  analysis   4.  acConability   feedback  
  7. 7. 7  Copyright  2015  NGDATA ®,  Inc.    ConfidenCal  –  DistribuCon  prohibited  without  permission     Customer  Conversa-on  Modeling   Customer  Iden&fica&on   1.  customer  idenCficaCon   2.  customer  profiling   3.  customer  behavior  analysis   4.  acConability   feedback   §  anonymous  vs  idenCfied   §  browser  fingerprint,  cookie  id,   internal  id   §  device  vs  person   §  person  vs  household  
  8. 8. 8  Copyright  2015  NGDATA ®,  Inc.    ConfidenCal  –  DistribuCon  prohibited  without  permission     Customer  Conversa-on  Modeling   Customer  Profiling   1.  customer  idenCficaCon   2.  customer  profiling   3.  customer  behavior  analysis   4.  acConability   feedback   §  master  composiCon   §  customer-­‐level  metrics   §  temporal  and  other  dimensions   §  conCnuous,  real-­‐Cme  scoring  of   metrics   CONTRIBUTED+ OBSERVED+ CALCULATED+ PREDICTED+ Fields' Aggregates' Formulas' Scores' Facts+ CRM+ DWH+ Custom+ Metrics+ Behavior+ TransacBons+ Clickstream+ PredicBve++Models+ Machine+Learning+
  9. 9. 9  Copyright  2015  NGDATA ®,  Inc.    ConfidenCal  –  DistribuCon  prohibited  without  permission     Customer  Conversa-on  Modeling   Customer  Behavioral  Analysis   1.  customer  idenCficaCon   2.  customer  profiling   3.  customer  behavior  analysis   4.  acConability   feedback   §  evoluCon  of  metrics  over  Cme   §  trend  &  acceleraCon  are  more   important  than  value   §  pacern  recogniCon   (e.g.  seasonal  behavior)  
  10. 10. 10  Copyright  2015  NGDATA ®,  Inc.    ConfidenCal  –  DistribuCon  prohibited  without  permission     Customer  Conversa-on  Modeling   Ac&onability   1.  customer  idenCficaCon   2.  customer  profiling   3.  customer  behavior  analysis   4.  acConability   feedback   §  anomaly  detecCon   §  alerts  triggering  acCons   §  business  rules   §  act  on  inacCvity  !  
  11. 11. 11  Copyright  2015  NGDATA ®,  Inc.    ConfidenCal  –  DistribuCon  prohibited  without  permission     Improve  Your  Conversa-ons  with  Customer  DNA   Inbound  Outbound   more  relevant  &  precise   target  lists   Mass   MarkeCng   Individual   individual-­‐level  data-­‐driven   approach,  alerts,  using  channel   preferences,  past  purchase  history   personalizaCon  Online   Service   Desk   anCcipaCon,     guided  conversaCon  
  12. 12. 12  Copyright  2015  NGDATA ®,  Inc.    ConfidenCal  –  DistribuCon  prohibited  without  permission     CCM  with  Hadoop   Architecture   itx   enCty   metrics  calculaCon  engine   DNA   metrics  update  monitor   alert  manager   rule  engine   metric   updates   triggers   Flume   HDFS   KaCa   Zoo-­‐   keeper   Spark   models   HBase   Phoenix   Calcite   lambda architecture
  13. 13. 13  Copyright  2015  NGDATA ®,  Inc.    ConfidenCal  –  DistribuCon  prohibited  without  permission     Storing  Data   ▪ customer-level multi-dimensional primitive aggregates −  time travel −  day > week > month −  efficiency at update & retrieval ▪ on-the-fly metrics representation
  14. 14. 14  Copyright  2015  NGDATA ®,  Inc.    ConfidenCal  –  DistribuCon  prohibited  without  permission     Interes-ng  Conversa-onal  Metrics   ▪ next-best-action scoring ▪ per-offer propensity scoring ▪ journey scores !  distinction between ‘slow’ (classic) and ‘fast’ metrics −  socio-demographic (slow): define WHAT to do −  behavior-based (fast): define WHEN & HOW (channel) ▪ Leverage the complete and up-to- date profiles through metrics ▪ Use DNA to capture intentions and apply alerts to trigger actions ▪ Avoid rule engine nightmare and keep rules as simple as possible ▪ Avoid post scoring rules – focus on actions €
  15. 15. 15  Copyright  2015  NGDATA ®,  Inc.    ConfidenCal  –  DistribuCon  prohibited  without  permission     Advanced  CCM   ▪ cross-metric pattern alignment ▪ cliques: group behavior (cluster / graph analysis) −  social leaders −  households −  network effects ▪ automatic, unsupervised segmentation
  16. 16. 16  Copyright  2015  NGDATA ®,  Inc.    ConfidenCal  –  DistribuCon  prohibited  without  permission     Customer  DNA:  A  Fundamental  Break  from  the  Past   Tradi&onal  Approaches Lily  Opera&onalizes  Analy&cs Real  Time   ConCnuous   Long  Data  IntegraCon   Slow  Update  cycles   Limited  Data  Volumes   Incomplete  Customer  picture   Manual  Work,  Limited  audience   Expensive   Specialized  Staffing   SegmentaCon,  Low  precision   Atomic  Level     Complete  View   Automated   Learning   Omni  Channel   Impact   One  SoluCon   MulC  Use  
  17. 17. Ques-ons?   stevenn@ngdata.com  

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  • whome00

    Jul. 14, 2015
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    Oct. 10, 2015

Hadoop Summit 2015

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