Big data presents organizations with a massive opportunity to generate new sources of value, providing evidence and content for the design of new products, new processes, and more efficient operations. To generate this value, data-driven organizations are leveraging sources they were never able to analyze before, such as machine-generated data, log files, and transcripts, in addition to traditional relational files. But simply having access to more data than ever before does not automatically lead to usable business insights. The data still needs to be wrangled—explored, structured, and cleansed—before it can be analyzed effectively. The Royal Bank of Scotland serves over 30 million customers worldwide, and ensuring that they receive top-notch service is crucial for RBS’s business. Making use of big data—particularly unstructured and semistructured data from online customer web chats—allows RBS to understand the customer experience at all points of interaction with the bank and leverage that data to personalize and enhance their customer engagement processes. Dan Jermyn and Connor Carreras discuss how data wrangling has enabled RBS to easily extract insights from unstructured data stored in Hadoop and dramatically decrease the time required to prepare data for analytics. Dan and Connor then describe specific big data wrangling techniques that can be used to support organizational analytics goals and explain how successfully leveraging big data can transform the customer experience.

1. © 2016 Royal Bank of Scotland Group. All rights ReservedThe classification of this document is PUBLIC.
“A little less conversation,
a little more action…”
1
Dan Jermyn | RBS Connor Carreras | Trifacta
+
Improving the customer experience with
Big Data wrangling on Hadoop

2. © 2016 Royal Bank of Scotland Group. All rights ReservedThe classification of this document is PUBLIC.
Data & Analytics at RBS
2© 2016 Royal Bank of Scotland Group. All rights ReservedThe classification of this document is PUBLIC.

3. © 2016 Royal Bank of Scotland Group. All rights ReservedThe classification of this document is PUBLIC.
Analytics is the
discovery and
communication
of meaningful
patterns in data.
3
“
Traffic
As expected, the Christmas downtime resulted in a notable decrease in traffic to the website for
both B&C and our Retail counterparts. Though the overall trend was down, Online Banking saw a small
uplift as customers simply shifted their activity earlier in the month. Additionally, customers turned to self-
serve channels over Christmas when our branches were closed, constrained by bank holidays as we are.
The world is increasingly turning to digital alternatives to traditional face-to-face transactions, as evidenced
by the increasing popularity of mobile banking, for example.
Sales & Marketing
Given the strong performance of Online Banking activity, the overall decrease in visit volumes must mean
bad news for our more sales-oriented traffic, to which we attribute the net traffic reduction.
Traditionally high-quality marketing traffic from aggregators and affiliates has experienced decreases of up
to 40% due to an intentional curbing of bidding activity, timed to cover the Christmas period–however, it
would appear dangerous to reduce focus on these channels over December.
The table below shows borrowing leads from natural (unpaid) sources only fell by 2.2% compared to 28%
for paid campaign traffic, indicating that stopping campaigns over Christmas is not a clear-cut, black or
white issue. The figures suggest that we can be less conservative in adjusting for shocks such as bank
holidays and Christmas, as the general appetite for borrowing products appears largely unchanged.
The marketing channel mix has altered significantly in the last 2 months - traditionally we have seen most
traffic from PPC, but this month Display beat it with nearly 70k clicks, as activity is ramped up. However,
as the below table indicates, Display traffic's impressive volumes almost never convert directly to leads or
sales, with the majority of traffic exiting on the campaign landing page. Although Display activity does also
offer the less tangible benefit of increasing general brand awareness (even for those who do not click the
ads), given the high cost (>£500 CPA) we should consider whether this activity is driving value for money.
Mobile
Despite the festive period, mobile apps continued their upward trend in monthly visits, with an increase of
2.1%. If Santa brought you a shiny new phone or tablet for Christmas you are not alone - mobile
technology appears to have been high on our customers' Christmas lists this year, with iPad usage in
particular increasing from 5.1% to 6.2% in the week following Christmas.
Traffic
As expected, the Christmas downtime resulted in a notable decrease in traffic to the website for
both B&C and our Retail counterparts. Though the overall trend was down, Online Banking saw a small
uplift as customers simply shifted their activity earlier in the month. Additionally, customers turned to
self-serve channels over Christmas when our branches were closed, constrained by bank holidays as
we are. The world is increasingly turning to digital alternatives to traditional face-to-face transactions,
as evidenced by the increasing popularity of mobile banking, for example.
Sales & Marketing
Given the strong performance of Online Banking activity, the overall decrease in visit volumes must mean
bad news for our more sales-oriented traffic, to which we attribute the net traffic reduction.
Traditionally high-quality marketing traffic from aggregators and affiliates has experienced decreases of up
to 40% due to an intentional curbing of bidding activity, timed to cover the Christmas period - however, it
would appear dangerous to reduce focus on these channels over December.
The table below shows borrowing leads from natural (unpaid) sources only fell by 2.2% compared to 28%
for paid campaign traffic, indicating that stopping campaigns over Christmas is not a clear-cut, black or
white issue. The figures suggest that we can be less conservative in adjusting for shocks such as bank
holidays and Christmas, as the general appetite for borrowing products appears largely unchanged.
The marketing channel mix has altered significantly in the last 2 months - traditionally we have seen most
traffic from PPC, but this month Display beat it with nearly 70k clicks, as activity is ramped up. However,
as the below table indicates, Display traffic's impressive volumes almost never convert directly to leads or
sales, with the majority of traffic exiting on the campaign landing page. Although Display activity does also
offer the less tangible benefit of increasing general brand awareness (even for those who do not click the
ads), given the high cost (>£500 CPA) we should consider whether this activity is driving value for money.
Mobile
Despite the festive period, mobile apps continued their upward trend in monthly visits, with an increase of
2.1%. If Santa brought you a shiny new phone or tablet for Christmas you are not alone - mobile
technology appears to have been high on our customers' Christmas lists this year, with iPad usage in
particular increasing from 5.1% to 6.2% in the week following Christmas.
“
Not real data

4. © 2016 Royal Bank of Scotland Group. All rights ReservedThe classification of this document is PUBLIC. 4
Tangled in a web of data
Websites Mobile E-mail Branch
BIG DATA
ATM/CDM Social Media Telephony Web Chat

5. © 2016 Royal Bank of Scotland Group. All rights ReservedThe classification of this document is PUBLIC. 5© 2016 Royal Bank of Scotland Group. All rights Reserved
Web chat analysis–creating order from chaos

6. © 2016 Royal Bank of Scotland Group. All rights ReservedThe classification of this document is PUBLIC. 6
Previous Web Chat Analysis Approach
Valuable frontline time taken up by manual process
Agent training based on analysis of small proportion of chats
Limited insight into what our customers are speaking to us about
250,000
customer chats per
month launched for
multiple banking needs
Large volumes of
unstructured web
chat data
200
chats manually extracted
per month and analysed
for quality assurance

7. 7
On average, organizations only use
28% of their semi-structured and 31%
of their unstructured data.
-Forrester

9. DATA WRANGLING
Data Analytics Process
9
QUESTION ANALYZE INSIGHTDISCOVER STRUCTURE CLEANSE ENRICH VALIDATE PUBLISH

10. I
N
G
E
S
T
I
O
N
A
C
C
E
S
S
DATA SOURCES
Transactional Data
banking
credit cards
lending
wealth
mortgages
ledgers
trades
payments
Interaction Data
social
webchat
Analytics
Reporting
Data Product Models
BUSINESS OPERATIONS
Data Wrangling within the RBS Hadoop Data Lake
Discovery
Zone
Shared
Zone
Raw Data
Zone

11. Big Data Wrangling with Trifacta
1. In-line Profiling: Surfaces distributional issues or quality problems as you
work.
1. Sampling & Scalability: Enables real-time profiling and responsive wrangling
that easily scales to many TB of data.
1. Structured Transformation Previews: Visualize the result of every
transformation as you work. Reduced number of iterations.
1. Transformation Suggestions: Targeted suggestions based on prior behavior,
metadata, and user interactions allow you to quickly transform your
data…technical skills not required.
11

12. Demo

13. © 2016 Royal Bank of Scotland Group. All rights ReservedThe classification of this document is PUBLIC. 13
Making the most of newly structured data
Ingestion into Hadoop
Big Data capability makes it
possible to store large amounts
of newly structured data.
1
Text Mining
Text mining techniques provide
insight to what our customers
are speaking about.
2
Sentiment Analysis
Sentiment analysis gives the
opportunity to see how a customer
is feeling during chat interactions.
3

14. © 2016 Royal Bank of Scotland Group. All rights ReservedThe classification of this document is PUBLIC. 14
Improving operational efficiency with
intuitive MI
Address Change
Balance Enquiry
Mobile App
Reward Account
Fraud
On average taking 12
minutes per chat
Quickly search
for agent
Not real data

15. © 2016 Royal Bank of Scotland Group. All rights ReservedThe classification of this document is PUBLIC.
Visualisations unlock insight into
customer behaviour
“My card has been
blocked while I am
away on holiday!!!”
Country: New Zealand
No. of Chats: 322
Average chat length: 15 minutes
Average Age: 44
© OpenStreetMap Contributors
“I need to transfer
some money to
another account”
Location: Bermuda
Topic: Transfer Funds
Satisfaction: Satisfied
No. of Web Chats: 49
Average Chat Duration: 31 minutes
Topic: Loan Application
Satisfaction: Dissatisfied
Not real data 15© 2016 Royal Bank of Scotland Group. All rights Reserved

16. © 2016 Royal Bank of Scotland Group. All rights ReservedThe classification of this document is PUBLIC.
“The dashboard is transforming the way I run my business. It is improving
the customer- centric approach in our chats and it is showing in the output that
we now see” Akshay Vats - Head of Web Chat Operation (India)
16© 2016 Royal Bank of Scotland Group. All rights Reserved
Empowering our frontline staff

17. © 2016 Royal Bank of Scotland Group. All rights ReservedThe classification of this document is PUBLIC. 17
A little less conversation…
[12:22:39 PM] Grace: Hi, this is Grace at RBS support how can I help you Aaron?
[12:22:43 PM] Aaron: Hi Grace, my house has been broken into and I need to cancel my cards
[12:22:46 PM] Grace: Oh no – I am so sorry to hear that, yes I can help you with that right away.
[12:22:52 PM] Aaron: Thank you so much. It has been a horrible experience, my family is all shook up
[12:23:43 PM] Grace: I’m so sorry. Have you called the police?
[12:24:12 PM] Aaron: Yes they’re on their way.
[12:24:20 PM] Aaron: You expect these things to happen in the ghetto, not in our sleepy little village
[12:24:39 PM] Grace: I see from your account you also have home insurance with us, Aaron.
[12:24:53 PM] Aaron: Yes, protection of my family and our belongings is always on my mind
[12:25:46 PM] Grace: I can also help you with a claim now if you would like?
[12:26:12 PM] Aaron: That would be amazing, Grace
[12:26:43 PM] Grace: I’ll just have to ask you some security questions first, is that OK?
[12:27:12 PM] Aaron: Of course. I understand you guys have to have suspicious minds in your job
[12:27:32 PM] Grace: Don’t worry, we will get everything sorted for you right away
[12:22:39 PM] Grace: Hi, this is Grace at RBS support how can I help you Aaron?
[12:22:43 PM] Aaron: Hi Grace, my house has been broken into and I need to cancel my cards
[12:22:46 PM] Grace: Oh no – I am so sorry to hear that, yes I can help you with that right away.
[12:22:52 PM] Aaron: Thank you so much. It has been a horrible experience, my family is all shook up
[12:23:43 PM] Grace: I’m so sorry. Have you called the police?
[12:24:12 PM] Aaron: Yes they’re on their way.
[12:24:20 PM] Aaron: You expect these things to happen in the ghetto, not in our sleepy little village
[12:24:39 PM] Grace: I see from your account you also have home insurance with us, Aaron.
[12:24:53 PM] Aaron: Yes, protection of my family and our belongings is always on my mind
[12:25:46 PM] Grace: I can also help you with a claim now if you would like?
[12:26:12 PM] Aaron: That would be amazing, Grace
[12:26:43 PM] Grace: I’ll just have to ask you some security questions first, is that OK?
[12:27:12 PM] Aaron: Of course. I understand you guys have to have suspicious minds in your job
[12:27:32 PM] Grace: Don’t worry, we will get everything sorted for you right away
Agent Name:
Grace
Call Duration:
5 minutes
Topic:
Card Cancellation
Satisfaction:
Extremely Satisfied
“Thank you very much!”
Not real data

18. © 2016 Royal Bank of Scotland Group. All rights ReservedThe classification of this document is PUBLIC. 18© 2016 Royal Bank of Scotland Group. All rights Reserved
Any Questions?

19. See a Demo at Booth #309
Download Trifacta Wrangler for Free
trifacta.com/start-wrangling