How a Logical Data Fabric Enhances the Customer 360 View
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The document discusses the concept of Customer 360°, emphasizing its importance in enhancing customer experience, loyalty, and predictive analytics through a unified view of data. It highlights the role of a logical data fabric in achieving this view, detailing its architecture, key attributes, and Denodo's contributions in data virtualization and governance. Case studies illustrate successful implementations of Customer 360° using Denodo's platform, demonstrating improved customer service and actionable insights.
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Analyst Data Fabric Definitions
people
systems
information
According to Forrester:
“Orchestrating disparate data sources intelligently
and securely in a self-service and automated
manner, leveraging data platforms […] to deliver
a unified, trusted, and comprehensive real-time
view of customer and business data across the
enterprise.”
According to Gartner:
“Enables frictionless access and sharing of data in
a distributed data environment. It enables a
single and consistent data management
framework, which allows seamless data access
and processing by design across otherwise siloed
storage.”](https://image.slidesharecdn.com/fds18-apac-breakout-howalogicaldatafabricenhancesthecustomer360view-prashantlele-220531163950-f599b4de/95/How-a-Logical-Data-Fabric-Enhances-the-Customer-360-View-11-638.jpg)
How a Logical Data Fabric Enhances the Customer 360 View
- 1. How a Logical Data Fabric enhances the Customer 360° View Prashant Lele Sales Director - India
- 2. Agenda 1. What is Customer 360 ° 2. Why should we aim for a customer 360° view 3. How does a Logical Data Fabric enhances this 4. What is Data Fabric 5. Denodo’s Role in logical Data fabric Architecture 6. Customer case study 7. Conclusions
- 3. What is Customer 360 °?
- 4. 4 What is Customer 360° ? ■ Data replicated 8-10x ■ Mobility, Cloud, Big Data ■ Project backlogs ■ Heterogeneity, Complexity ■ Governance, semantic issues ■ Exploding data volume
- 5. Why should we aim for a customer 360° view ?
- 6. 6 The value of knowing your customer 80% of buyers are more likely to make a purchase when brands offer personalized experiences* Source: Epsilon a leader in creating connections between people and brands
- 7. 7 The value of knowing your customer • Better ROI on marketing Budget • Improve customer experience • Improve customer loyalty • Superior predictive analytics
- 8. 8 How can you achieve a 360° view of the customer ? 1:- Unified desktop approach 2:- CRM approach 3:- ETL - approach
- 9. 9 Logical Data Fabric Approach Logical Data Fabric Consumers Data Science Machine Learning Artificial Intelligence Mobile Applications Predictive Analytics Business Intelligence Relational NoSQL Unstructured Docs Cloud Sensors IoT Sources Unified Data Security Abstraction Layer Universal Access Self-S ervice Data Catalo g
- 10. What is a Data Fabric ?
- 11. 11 Analyst Data Fabric Definitions people systems information According to Forrester: “Orchestrating disparate data sources intelligently and securely in a self-service and automated manner, leveraging data platforms […] to deliver a unified, trusted, and comprehensive real-time view of customer and business data across the enterprise.” According to Gartner: “Enables frictionless access and sharing of data in a distributed data environment. It enables a single and consistent data management framework, which allows seamless data access and processing by design across otherwise siloed storage.”
- 12. 12 Analysts View of a Data Fabric A data fabric is an architecture pattern that informs and automates the design, integration and deployment of data objects regardless of deployment platforms and architectural approaches ▪ It utilizes continuous analytics and AI/ML over all metadata assets to provide actionable insights and recommendations on data management and integration design and deployment patterns. ▪ This results in faster, informed and, in some cases, completely automated data access and sharing ▪ Strongly supported by both Gartner and Forrester Data Fabric Net Compounds Customers Products Claims RDBMS/OLTP Traditional Analytics/BI Data Lakes Cloud Data Stores Apps and Document Repositories Flat Files Third Party Legacy Mart Data Warehouse Mart ETL ETL XML • JSON • PDF DOC • WEB
- 13. 13 Logical Data Fabric- key attributes • 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 A logical data layer – a “logical data fabric” – that provides high-performant, real-time, and secure access to integrated business views of disparate data across the enterprise
- 14. Denodo’s Role in Logical Data Fabric Architecture
- 15. 15 Logical Data Fabric 1 2 3 4 5
- 16. 16 Sources 1 • 150+ data adapters • Relational, parallel, multidimensional, and in-memory databases • Cloud data warehouses • NoSQL databases and Hadoop ecosystem • SOAP/REST web services, SaaS applications • Enterprise systems, web and file systems • JMS queues and streaming technologies • New adapters for Databricks Delta, Azure Synapse, Google BigQuery and Cloud Data Storages DETAILS • Agile connectivity to new data sources within minutes • Broad range of source connectivity options • Rapid integration of new sources • Faster time to market BENEFITS SUMMARY Industry’s broadest range of source connectivity options USED BY Data Engineers and Integrators All available connectors are included within the Denodo Platform's cost” – Gartner Magic Quadrant for Data Integration Tools, 2017
- 17. 17 Data Governance 2 • Metadata repository with multiple visualization options • Discover, introspect and transform source metadata • Refresh or propagate source metadata when it changes • Data lineage, change impact and dependency analysis • Ability to integrate with third-party governance tools and catalogs DETAILS • Delivery of consistent, curated and contextual data to users • Controlled data virtualization and enterprise data services capabilities BENEFITS SUMMARY Comprehensive data and metadata governance USED BY Data Engineers and Integrators Data Stewards and Analysts Using Data virtualization to Harden Business Users’ self-Authored BI Application” – Forrester: Divide (BI Governance From Data Governance) And Conquer, 2017
- 18. 18 Security 3 • Role-based access control to data services, sources, and enterprise tools • Single sign-on using Kerberos; Security delegation; SAML, OAuth Support. • Row and column level fine-grained authorization • User authentication using LDAP, Active Directory • Data Encryption, Masking, Tokenization and Redaction for data privacy DETAILS • Easy to enforce security and policies in one central place, the data virtualization layer • Consistent security model for all sources and all applications • Secures both data and metadata. BENEFITS SUMMARY All-encompassing unified security layer for data delivery USED BY Data Engineers and Integrators Application & API Integrators Denodo’s data fabric solution integrates key data management components, including data integration, data ingestion, data transformation, data governance and security, to support new and emerging use cases including customers 360, real-time and on-demand analytics, IoT analytics, and self-service analytics.” – The Forrester Wave™: Enterprise Data Fabric, Q2 2020
- 19. 19 Data Catalog 4 • Google-like search capability for data and metadata • Business-friendly new UI geared to roles such as data stewards, data analysts, and citizen analysts • Ability to create business categories or tags • Graphical representation of lineage, relationships • Usage-based metadata – who, when, what, why, and how of data consumption • Enhanced collaboration features through user warnings and comments • Machine learning powered personalized recommendation for data sets DETAILS • Data at the speed of business • Users can easily search for data or metadata • Facilitates Sharing and Collaboration • Enhanced user experience with smart ranking of search results BENEFITS SUMMARY The only data virtualization solution that seamlessly integrates data catalog with data delivery. USED BY Data Stewards and Analysts Citizen Integrators Citizen Analysts Through 2022, over 80% data lake projects will fail to deliver value as finding, inventorying and curating data will prove to be the biggest inhibitor to analytics and data science success.” - Gartner Augmented Data Catalogs: Now an Enterprise Must-Have for Data and Analytics Leaders, September 12, 2019
- 20. 20 Data Consumers 5 • Multiprotocol support including JDBC, ODBC, Odata, GraphQL and GeoJSON • SOAP and RESTful web services • Output in XML, JSON and HTML for human and machine consumption • Portal widget for major portal support • Native Denodo connector for major BI tools such as Tableau, Microstrategy, Cognos, and PowerBI DETAILS • Empower business users with relevant and contextual data at their fingertips • Single source of truth across multiple BI tools • Consistent security and governance across all consuming applications • Reduced API call overhead through GraphQL BENEFITS SUMMARY Consistent view of information across any consuming application; Rationalize and Integrate multiple BI platforms. USED BY Citizen Integrators Citizen Analysts
- 22. 22 Vodafone Reduces Service Response Time by 66% and Improves Overall Quality of Customer Service Using Denodo Data Virtualization Case Study Vodafone is the world’s leading mobile telecommunications company with significant presence in 31 countries and partnership collaboration agreements in another 40, all of which cover 5 continents. The company offers global solutions for fixed telephone, data, Internet, security services, data center, CRM, etc. to more than 323 million customers. End-users, companies and communities, all of them better connected thanks to the experience and leadership capabilities of Vodafone ▪ Perform non-productive steps such as authentication, customer selection and screens results navigation ▪ Data provided by the call center applications was not current because it was often accessed from a replicated source such as a data warehouse. ▪ Agents were not always conversant which delayed their responses to the customer and also led to higher training costs for the company ▪ Diverse connectivity to disparate source systems helped to provide agents with a complete view of all customer data while minimizing replication. ▪ Real-time (or right time) delivery of data allowed agents to work with the most current version of the data. ▪ Connected with various applications such as Application Service Management Contact Center, Sales Management Application, and Distributors Portal ▪ Higher customer loyalty and retention due to reduction in service response time from 6 minutes to 2 minutes, a 66% reduction. ▪ Increased scalability of their data infrastructure systems to support business growth. ▪ Greater revenue opportunities from upselling and cross-selling. Company Confidential – Do not forward or distribute 22
- 23. 23 Customer Use Case: Major European Supermarket Business Need ▪ The major supermarket 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 supermarket loyalty program as well as other sources, such as consumer partnership data. The supermarket wanted to create a true 360° view of the customer. ▪ The supermarket’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 the supermarket to add data sources such as social media or new partnership data in real time allowing for instant knowledge of end consumer. Denodo helps the supermarket have a full 360° view of the client. The supermarket 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 Europe as well as travel offices and gas stations.
- 24. 24 Customer Use Case: Leading Supermarket chain 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 the supermarket to better understand and react to customer needs
- 25. 25 Case Study : Single View of Customer Business Need • Business needed to differentiate themselves from their competitors. • Needed to provide better customer service. • Existing contact center, with a CTI solution, required the use of different systems and was complex. • Large number of applications used by agents. Benefits • Increased their First Call Resolution by 5 points and reduces client call times by 10%. • Doubles their customer retention rate. • Reduced back office workloads by more than 50%. Solution
- 26. 26 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 need to make accurate and customer centric decisions.
- 27. Thanks! www.denodo.com info@denodo.com © Copyright Denodo Technologies. All rights reserved Unless otherwise specified, no part of this PDF file may be reproduced or utilized in any for or by any means, electronic or mechanical, including photocopying and microfilm, without prior the written authorization from Denodo Technologies.