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Kelley Blue Book Uses Big Data to Increase User Engagement Over 100%

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Kelley Blue Book Uses Big Data to Increase User Engagement Over 100%

Kelley Blue Book Customer Use Case In this webinar, you will learn how KBB has: - Experienced a 37% increase in ad spend efficiency - Drove an incremental 1 billion impressions from its target segments - Observed a 24% lift in website engagement

Kelley Blue Book Customer Use Case In this webinar, you will learn how KBB has: - Experienced a 37% increase in ad spend efficiency - Drove an incremental 1 billion impressions from its target segments - Observed a 24% lift in website engagement

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Kelley Blue Book Uses Big Data to Increase User Engagement Over 100%

  1. 1. 1© Cloudera, Inc. All rights reserved. How KBB uses Big Data to Increase User Engagement Over 100% Roundtable Session with Cloudera, Platfora and Kelley Blue Book (Cox Automotive)
  2. 2. 2© Cloudera, Inc. All rights reserved. Title: Senior Partner Marketing Manager Bio: • Currently manages ISV marketing engagement for Cloudera’s top ISV Partners • Over 15 years experience in Tech Industry • Professional background includes 10 years in sales & marketing roles at Intel, software engineering and financial analysis. • B.S. in Finance at Santa Clara University & studied Computer Science at Chico State Mike Moreno – from Cloudera
  3. 3. 3© Cloudera, Inc. All rights reserved. Rob Rosen – from Platfora Title: Senior Director, Partner Solutions Bio: • Leads Platfora’s Partner Solutions team • Extensive experience with Hadoop and NoSQL technologies • Prior to Platfora, Rob led technical teams for Hadoop distributor MapR Technologies, storage innovator NetApp, security leader Check Point Software and Unix pioneer at Sun Microsystems. • B.S. in Electrical Engineering and Computer Science from UC, Berkeley.
  4. 4. 4© Cloudera, Inc. All rights reserved. Title: Senior Director of Enterprise Data Services Bio: • Over 25 years experience in IT • Holds a Masters in Information Systems and MBA • Focus areas include BI, Data Warehousing and Big Data • Professional industry background in Automotive, Financial, Pharmaceuticals, Restaurants, Entertainment, Healthcare and Manufacturing Karen Simmons – from KBB (Cox Automotive)
  5. 5. 5© Cloudera, Inc. All rights reserved. Title: Manager of Enterprise Data Services Bio: • Over 15 years experience in data engineering • Worked on numerous initiatives including traditional data warehousing and Big Data on Hadoop • Currently managing agile teams in Enterprise Data Services supporting product and analytic enablement Eric Kim– from KBB (Cox Automotive)
  6. 6. 6© Cloudera, Inc. All rights reserved. DRIVE CUSTOMER INSIGHTS IMPROVE PRODUCT & SERVICES EFFICIENCY LOWER BUSINESS RISKS Data is Transforming Business MODERNIZE ARCHITECTURE
  7. 7. 7© Cloudera, Inc. All rights reserved. Real-time & Responsive Applications Across Industries Financial Services Public Sector Healthcare Telecommunications Retail Customer retention, network optimization Anti-fraud, anti-money laundering Cyber security Product recommendations Predictive Intervention, Personalized medicine
  8. 8. 8© Cloudera, Inc. All rights reserved. Challenges with legacy approaches to Customer 360° Batch or highly latent Limited, analytical, impersonal Decision support Summarized Real-time or immediate Responsive, operational, personal Actionable & based on Machine Learning Granular – “Segment of One” Legacy Approach Current Demands
  9. 9. 9© Cloudera, Inc. All rights reserved. How to Iteratively Build a True Customer 360 Customer Data Source ID ExperiencePurchase History Add New Data SourceCommon IdentifierCurrent Source Enterprise Data Hub Security and Administration Unlimited Storage Process Discover Model Serve Deliver A Use Case Enrich Your Profile Location Clickstream Continue to add new data sources iteratively to enhance your customer profile with new use cases Call center Social Media Apps External Data New Data Sources
  10. 10. 10© Cloudera, Inc. All rights reserved. 10 360-degree Customer Data Sources • Transactions • Site Metrics • CRM • Email • Social • Mobile • Voice Of Customer • Data Enrichment Platfora for Customer Analytics FAST, ITERATIVE CUSTOMER ANALYSIS, SEGMENTATION AND DISCOVERY Analyze Multi-Channel Customer Behaviors Identify patterns in the actions of users and machines not possible with traditional BI solutions. Stitch together all Customer Touchpoints with self-service data prep Putting “you” in the UI so that you can quickly prepare your own datasets for discovery. Discover high-value Segments through Interactive Visualization Bring your analysis to life and share it with rich, compelling web-based visualizations. ANALYSIS DATA PREP ENRICHMENT Export segments for personalization, offers, and retargeting
  11. 11. 11© Cloudera, Inc. All rights reserved. SEGMENTS Explore, organize and measure clusters of users Improve Marketing & Customer Experience with Deep Segmentation • Slice & dice populations by any combination of attributes, behaviors, metrics, or cohort • Augment the data model for use in external tools or cross-silo behavioral analysis • Extract for personalization and retargeting
  12. 12. 12© Cloudera, Inc. All rights reserved. BEHAVORIAL ANALYTICS Identify patterns in the actions of users and machines not possible with traditional BI solutions Detect, Understand & Act on Customer Behaviors • Know not only what happened, but how • Illuminate the most critical sequences and stages in a customer journey • Visually understand pathing analysis or calculate attribution
  13. 13. 13© Cloudera, Inc. All rights reserved. Kelley Blue Book: Optimizing Ad spend & Accelerating the Path to Purchase With Platfora, Kelley Blue Book analyzed its website traffic, revenue, and advertising data to: • Realize a 37% improvement in advertising efficiency • Reduce Google keywords from 30 million to 3 million focused keywords • Uncover previously hidden relations between customer behavior and effective ad placement
  14. 14. 14© Cloudera, Inc. All rights reserved. Q & A Senior Director of Enterprise Data Services KBB (Cox Automotive) Senior Director of Partner Solutions Platfora Manager of Enterprise Data Services KBB (Cox Automotive) Karen Simmons Rob Rosen Eric Kim
  15. 15. 15© Cloudera, Inc. All rights reserved. How to Get Started Test Drive Platfora Software Define a Hadoop ProjectLearn more about Hadoop
  16. 16. 16© Cloudera, Inc. All rights reserved. Thank you! For more information, check out www.cloudera.com

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