1. Mike Gualtieri, Principal Analyst
Webinar Harnessing Customer Data And Predictive Analytics To Deliver Engaging Digital Experiences
Noel Yuhanna, Principal Analyst
Mike Gualtieri, Principal Analyst
December 7, Call in at 10:55 a.m. Eastern time

2. Outlook
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3. 96%
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96% of hardware decision-makers say that data stored in their firms is increasing.
Source: Forrsights Hardware Survey, Q3 2012

4. Business intelligence means customer intelligence
No. 1 priority for 2011
No. 5 priority for 2009
Source: May 27, 2011, “Forrsights: The Software Market In Transformation, 2011 And Beyond” Forrester report

5. 54%
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Budget decision-makers plan to increase spending in on real-time analytics and big data solutions.
Source: Forrsights Budgets And Priorities Tracker Survey, Q4 2012

6. The potential to acquire new customers is mind- boggling.
7 billion
Image source: NASA (
The potential to acquire new customers is mind- boggling.

7. October 6, 2016
© 2012 Forrester Research, Inc. Reproduction Prohibited 7

8. Melissa
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9. “Customer experience is the only sustainable source of competitive advantage.”
Harley Manning
Kerry Bodine
© 2012 Forrester Research, Inc. Reproduction Prohibited 9

10. Harold
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11. Make it
personal.
© 2012 Forrester Research, Inc. Reproduction Prohibited 11

12. Source: Aceshowbiz.com (http://www.aceshowbiz.com/)
Butler

13. 2016
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14. Firms that make it personal will thrive.
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Firms that make it personal will thrive.

15. “A multidimensional view of each individual customer is a prerequisite to delivering personalized customer experiences.”
Forrester Research
© 2012 Forrester Research, Inc. Reproduction Prohibited 15

16. Integrated with digital channels
What does the next-generation customer data management platform need to support?
Personal information
Predictive (butler)
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Real-time insights
Integrated with digital channels

17. The traditional 360° view of the customer is not enough to make it personal
CRM
Social data
Tweets
Interactions
Customer
Past orders
Items clicked
Clickstream
Other apps

18. Create a multidimensional view of Melissa and Harold to make it personal
Geolocation
Relationships
Mood
Aspirations
Competitive firms
Family
Personal information
Adjacent firms
Devices
Melissa’s
world
Tweets
Melissa
Interactions
Social data
Other apps
Items clicked
Past orders
Clickstream
CRM app

19. Customer data
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Do you have the right data tools, technology, and architecture to deliver personalized experiences for your customers?

20. Playing the silo-integration shuffle is insufficient.
Bad news
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Playing the silo-integration shuffle is insufficient.

21. No surprise: Integrating data from a variety of sources is a top challenge
Source: Q Global Customer Analytics Online Survey; August 8, 2012, “The State Of Customer Analytics 2012”
Forrester report

22. New architecture, tools, and technology exist now.
Good
news
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New architecture, tools, and technology exist now.

23. Three key investments to achieve a multidimensional view of a customer
Queries
Apps
Upsell/cross-sell
Design
Reports
Insights
Alerts 3 2
Real time/in-memory
Predictive analytics
Next-generation
customer data management 1
Traditional integration
Big data
Twitter
Clickstream
Logs
Facebook
CRM
Other apps

24. FORRESTER
“Big Data is the frontier of a firm’s ability to store, process, and access (SPA) all of the data it needs to operate, make decisions, reduce risks, and serve customers.”
DEFINITION

25. Big data technologies store, analyze, and access a multidimensional view of the customer
Can you collect and store all your data?
Store
Can you cleanse, enrich, calculate, translate, and run algorithms against the data?
Analyze
Can you retrieve, search, and visualize all your data?
Access

26. Big data requires an ecosystem of technologies to help handle customer data
Hadoop Distributed in-memory NoSQL databases Enterprise data warehouse

27. Predictive
analytics
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Predictive analytics will help you find valuable, personalized interactions with your customers.

28. Can you prevent Melissa from switching to a competitor’s mobile plan?
Churn
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Can you prevent Melissa from switching to a competitor’s mobile plan?

29. How can you provide Harold with a perfect recommendation?
Advice
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How can you provide Harold with a perfect recommendation?

30. Just a few examples of how organizations use predictive analytics today
Mobile carriers prevent customers from switching to another carrier.
Keep customers.
Netflix recommendation engine
Google search engine
Dazzle customers.
Reduce hospital re-admittance.
Human genome markers
Save lives.
Replace parts before they shut down the production line.
Prevent breakdowns.
Retail product placement/groupings
Sell more.
Energy exploration
Find opportunities.

31. Predictive analytics is a continuous process of discovery
The right data to establish a cause and effect
Enough data to be significant
Causative data
Understand business outcomes.
Create hypotheses about data mining algorithms that will create predictive rules.
Data analysts
Data preparation
Discovery (visualization and machine learning algorithms)
Evaluation and optimization
Modeling software
Data to feed model
Model execution (embedded and callable service)
Model deployment

32. In-memory delivers faster predictive modeling and real-time experiences
Customer data in-memory offers faster real-time data access, processes big data quickly, and offers new insights and opportunities.
Faster
Advanced analytics
Real-time
New opportunities
In-memory customer data
(Horizontal scale)
CRM
Social media
Clickstream
Big data
Logs

33. customer data management
Your next-generation customer data management platform
Queries
Apps
Upsell/cross-sell
Dashboard
Reports
Insights
Alerts
Real time/in-memory
Predictive analytics
Next-generation
customer data management
Traditional integration
Big data
Twitter
Clickstream
Logs
Facebook
CRM
Other apps

34. Invest heavily.
© 2012 Forrester Research, Inc. Reproduction Prohibited 34

35. To make it personal, invest heavily in a multidimensional customer data architecture
Invest in big data technologies like Hadoop. Invest in a comprehensive set of predictive analytics tools. Invest in distributed in-memory to support real-time predictive analytics and a multidimensional view of the customer. Create budgets for data research and customer experience design.

36. 7 billion
Image source: NASA (

37. Mike Gualtieri
Noel Yuhanna