Post on 15-Jul-2015
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Big Data and Analytics in Retail and Consumer Products
With Clarity Solution Group
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Your speakers…
Eric Thorsen General Manager, Consumer Products and Retail Hortonworks
Duane Lyons Practice Lead, Retail / CPG & Manufacturing Clarity Solution Group
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Agenda
Clarity and Hortonworks Partnership
Hortonworks Data Platform (HDP) overview
Consumer720 provided by Clarity Solution Group Overview
Summary / Call to action
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Clarity and Hortonworks partnership
Focused on enabling organizations to leverage big-data for positive business impact
• Drive better business outcomes through data and analytics
• Deliver unsurpassed client service
• Create a thriving community of employees
• Be the undisputed #1 specialist consultancy focused exclusively on data and analytic solutions
Clarity Mission
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Agenda
Clarity and Hortonworks Partnership
Hortonworks Data Platform (HDP) overview
Consumer720 provided by Clarity Solution Group Overview
Summary / Call to action
Page 7 © Hortonworks Inc. 2011 – 2015. All Rights Reserved
Traditional systems under pressure Challenges • Constrains data to app • Can’t manage new data • Costly to Scale
Business Value
Clickstream
Geolocation
Web Data
Internet of Things
Docs, emails
Server logs
2012 2.8 Zettabytes
2020 40 Zettabytes
LAGGARDS
INDUSTRY LEADERS
1
2 New Data
ERP CRM SCM
New
Traditional
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Hadoop emerged as foundation of new data architecture
Apache Hadoop is an open source data platform for managing large volumes of high velocity and variety of data • Built by Yahoo! to be the heartbeat of its ad & search business
• Donated to Apache Software Foundation in 2005 with rapid adoption by large web properties & early adopter enterprises
• Incredibly disruptive to current platform economics
Traditional Hadoop Advantages ü Manages new data paradigm ü Handles data at scale ü Cost effective ü Open source
Traditional Hadoop Had Limitations " Batch-only architecture " Single purpose clusters, specific data sets " Difficult to integrate with existing investments " Not enterprise-grade
Application
Storage HDFS
Batch Processing MapReduce
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Modern Data Architecture emerges to unify data & processing
Modern Data Architecture • Enable applications to have access to
all your enterprise data through an efficient centralized platform
• Supported with a centralized approach governance, security and operations
• Versatile to handle any applications and datasets no matter the size or type
Clickstream Web & Social
Geoloca3on Sensor & Machine
Server Logs
Unstructured
SOU
RC
ES
Existing Systems
ERP CRM SCM
AN
ALY
TIC
S
Data Marts
Business Analytics
Visualization & Dashboards
AN
ALY
TIC
S
Applications Business Analytics
Visualization & Dashboards
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HDFS (Hadoop Distributed File System)
YARN: Data Operating System
Interactive Real-Time Batch Partner ISV Batch Batch MPP EDW
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Agenda
Clarity and Hortonworks Partnership
Hortonworks Data Platform (HDP) overview
Consumer720 provided by Clarity Solution Group Overview
Summary / Call to action
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Maximizing the Value of Social Media
#1 #2 #3
• However, market leaders are already understanding the benefits of #3 and realizing tremendous competitive advantage
• Consumer720 focuses on allowing organizations to use social media to maximize the value of existing marketing processes and technologies
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What is Consumer720?
‘Social + Enterprise ‘ allows for creation the ‘Database of Affinity’
• Forrester defines the Database of Affinity as ‘A catalogue of people’s tastes and preferences collected by observing their social behaviors’
• ‘Affinity’ is different than ‘Intent’. A consumer may have a intent to purchase a stroller because of a newborn child. While valuable to a marketer, it has a limited shelf life. Knowing a consumers affinity for a brand, category, or something else is valuable long-term
Key
Ben
efits
of ‘
Soci
al +
Ent
erpr
ise’
• #1 –Predicated upon permission-based access to social profiles. The solution includes API’s to connect with social sources for profile integration
• #2 – Reusable data model to support social sources and Database of Affinity
• #3 – Sophisticated rules engine to determine affinity attributes for individual consumers based on their Facebook likes
• #4 – Social segmentation models to support targeted communications
Benefits
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Solution Overview: Clarity Solution Group offers a unique solution to Consumer720
• Consumer 720 combines internal company data with external social media data in order to rationalize and expand the view of the consumer
• Pre-Packaged Data Model • Facebook API’s (via social signon) • Ability to create a ‘Database of Affinity’
Key Accelerators
• Software / hardware neutral • Built to scale based on Big Data technologies • Accelerators enable quick, low-cost implementation • On-premise or hosted
The Clarity approach
Overcome barriers to personalized
consumer engagement
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Why is ‘Social + Enterprise’ Important? • Social Log-in is gaining
popularity – Both Google and Facebook
have publicly stated their intent to use social log-in to track users
– Reduced log-in fatigue - Social log-in allows consumers to remember fewer passwords
– Using social log-in is actually MORE secure
– Usage of cookies is dying
• The richness of Facebook profiles is amazing!
– Use social data to create the ‘Database of Affinity’
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A beverage company seeks to improve several aspects of its consumer marketing strategy
• A large international beverage company met with Clarity to discuss opportunities to improve consumer marketing effectiveness. The company faced several challenges in creating marketing impact among it’s targeted consumer base. Some of its primary obstacles included:
• Product Breakthrough: Consumers having more choice than ever before • Media Breakthrough: Becoming increasingly harder to win media moments • Message Breakthrough: Ensuring your message connects when you do reach them
Proprietary and Confidential - © 2014 Clarity Solution Group, Inc.
Clarity worked with the beverage company to identify potential solutions to these challenges. Several options were evaluated, but ultimately this company worked with Clarity to gain a more comprehensive view of the customer. Both organizations then worked to implement a solution with the following objectives in mind: • Create a consumer database that will allow building toward a unified view of the consumer • Understand the impact of various consumer touch points (consumer interactions were collected and stored separately),
validate and augment consumer segmentation, identify influencers, advocates and brand loyalists • Ultimately deliver more targeted communications and more efficient use of media spend. • Social segmentation in conjunction with ‘Database of Affinity’ resulted in 20%+ lift in campaign responses
Business Problem
Project Approach
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Case Study: CPG The implementation leveraged Clarity’s Consumer 720 Solution Platform & Delivery Approach
Data Exploration
• Data profiling and structuring • High-level quality issues • Schema discovery • Data into schema rationalization
• Attribute analysis • Identify common attributes • Identify groupings of attributes to support
entity resolution • Identify and prioritize attribute groupings for
demographic profile segmentation • Entity resolution
• Execute entity resolution for email address • Prototyped similarity-based resolution for
social profile
Data Integration
• Enhanced master Consumer Profile data model
• Perform entity resolution / matching to link enterprise and social profiles
• Implement survivorship rules to rationalize and enrich key attributes for campaign segmentation
• Enhance data model to support e-mail response data
Predictive Model
• Demographic Response Model: This model takes every individual and assigns them with a probability of attending an event based only on basic information.
• Social Activity Model: The output of this model is a grouping of people with similar interests, and a simple prediction model assigning people to these groups. The goal is to identify interests that have the highest rates of identified activity.
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Case Study: CPG Consumer720 Data Model integrates social and enterprise master and transactional data
Entity Resolution
Opt-in and Campaign Feedback
Affinity and Activity Identification
Golden Consumer Profile
Source Social Profile
Targeting Model
• Feature Extraction
• Activity Classification
• Influence Quantification
• Affinity Identification
Consolidated Consumer Demographics
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The Value of Consumer720 is Greatest if used in conjunction with Social Login, but it is not Required…
Incorporate public social feeds from sources such as Twitter and FB with the associated user profile info
Perform screen scraping for product pricing and reviews
Social Login
• Less than 30% of all retail and CPG’s are currently using social login. The good news is that usage is expected to grow 20%-30% annually
• There is definitely a maturity curve for leveraging social analytics
It is important to have a social analytics strategy
This starts with sentiment analysis and in more advanced scenarios can
be used to predict business outcomes
Very useful as an ‘Early Warning’ system for product defects, warranty
issues, recalls, etc…
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Agenda
Clarity and Hortonworks Partnership
Hortonworks Data Platform (HDP) overview
Consumer720 provided by Clarity Solution Group Overview
Summary / Call to action
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Only HDP delivers a Centralized Architecture
YARN
Other Hadoop Vendors A siloed “with” YARN architecture
Disjoint, Siloed Clusters
• Inefficient use of resources, single tenant, duplicate storage & processing
• Multiple implementations of governance, security and operations
• New applications require new clusters
Hortonworks Data Platform A centralized architecture built on YARN
Clu
ster
1
Application
Security
Storage
YARN
Governance
Operations
Batch
Storage
YARN: Data Operating System
Governance Security
Operations
Resource Management
Existing Applications
New Analytics
Partner Applications
(ie. SAS)
Clu
ster
2
Application
Security
Storage
Governance
Operations
Clu
ster
N
Application
Security
Storage
Governance
Operations
…
Interactive
Dedicated Resource mgt
Real-time
Dedicated Resource mgt
Single cluster, multiple applications • Efficient storage, processing
• Centralized Security, Operations, Governance
• Run a variety of applications simultaneously
Data Access: Batch, Interactive & Real-time
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HDP: Any Data, Any Application, Anywhere
Any Application • Deep integration with ecosystem
partners to extend existing investments and skills
• Broadest set of applications through the stable of YARN-Ready applications
Any Data Deploy applications fueled by clickstream, sensor, social, mobile, geo-location, server log, and other new paradigm datasets with existing legacy datasets.
Anywhere Implement HDP naturally across the complete range of deployment options
Clickstream Web & Social
Geoloca3on Internet of Things
Server Logs
Files, emails ERP CRM SCM
hybrid
commodity appliance cloud
Over 70 Hortonworks Certified YARN Apps
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“Hortonworks loves and lives open source innovation” World Class Support and Services. Hortonworks' Customer Support received a maximum score and was significantly higher than both Cloudera and MapR
A Leader in Hadoop
The Forrester Wave™ Big Data Hadoop Solutions Q1 2014
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Hadoop is a Platform Decision
Adoption follows a consistent journey Data architecture efficiencies, new analytic apps, and ultimately to a “data lake”.
HDP: A centralized architecture built on YARN Any application, any data, anywhere.
HDP: A completely open data platform Platforms are ultimately defined by open communities.
HDP subscription supports entire lifecycle World class experience to ensure success from architecture to production to expansion.
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Next Steps…
Download the Hortonworks Sandbox
Learn Hadoop
Build Your Analytic App
Try Hadoop 2
More about Clarity & Hortonworks http://hortonworks.com/partner/clarity-solution-group/
Contact us: events@hortonworks.com
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SAN JOSE June 9-11
BRUSSELS April 15-16
• Deep-dive technical content • 65+ sessions and 5 tracks • 1000 attendees • Sponsorships Available • Including Pre and Post event community meetups
and BOFs • Hadoop training available
• 100+ sessions and 7 tracks • Deep-dive technical content • 5000 attendees • Sponsorships Available • Including Pre and Post event community meetups
and BOFs • Hadoop training available
www.hadoopsummit.org
The Largest Hadoop Community Events in Europe and North America
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Cautionary Statement Regarding Forward-Looking Statements
This presentation contains forward-looking statements involving risks and uncertainties. Such forward-looking statements in this presentation generally relate to future events, our ability to increase the number of support subscription customers, the growth in usage of the Hadoop framework, our ability to innovate and develop the various open source projects that will enhance the capabilities of the Hortonworks Data Platform, anticipated customer benefits and general business outlook. In some cases, you can identify forward-looking statements because they contain words such as “may,” “will,” “should,” “expects,” “plans,” “anticipates,” “could,” “intends,” “target,” “projects,” “contemplates,” “believes,” “estimates,” “predicts,” “potential” or “continue” or similar terms or expressions that concern our expectations, strategy, plans or intentions. You should not rely upon forward-looking statements as predictions of future events. We have based the forward-looking statements contained in this presentation primarily on our current expectations and projections about future events and trends that we believe may affect our business, financial condition and prospects. We cannot assure you that the results, events and circumstances reflected in the forward-looking statements will be achieved or occur, and actual results, events, or circumstances could differ materially from those described in the forward-looking statements. The forward-looking statements made in this prospectus relate only to events as of the date on which the statements are made and we undertake no obligation to update any of the information in this presentation. Trademarks Hortonworks is a trademark of Hortonworks, Inc. in the United States and other jurisdictions. Other names used herein may be trademarks of their respective owners.