Leveraging in-memory processing for advanced analytics paired with rich data visualization for business intelligence, Samsung is creating a flexible and scalable next-generation analytics platform built on Cloudera Enterprise.

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Samsung’s First 90-Days
Building a Next-Generation Analytics Platform

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Agenda
• Introductions
• Brief Market Overview
• Samsung’s First 90 Day
• Live Q&A

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Ranjith Raghunath
Sr. Manager Innovation, Big Data Architect
Samsung Electronics America
r.raghunath@sea.samsung.com

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Samsung Electronics America
Headquartered in Ridgefield Park, NJ, Samsung Electronics
America, Inc. (SEA), is a recognized innovation leader in consumer
electronics design and technology. A wholly owned subsidiary of
Samsung Electronics Co., Ltd., SEA delivers a broad range of digital
consumer electronics, mobile products and wearables, wireless
infrastructure, IT and home appliance products. Samsung is the
market leader for HDTVs in the U.S and one of America’s fastest
growing home appliance brand. To discover more, please
visit www.samsung.com
Employees: 1,001 – 5,000 employees
Industry: Consumer Electronics

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Market Overview

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External factors are making it harder to market.
Personalized emails improve
click-through rates by 14%, and
conversion rates by 10%.
(Aberdeen Group)
Fortune 500 turnover rate is
accelerating.
(Wired Magazine)
57% of the buying cycle is
completed before prospects
speaks to your company.
(CEB)
Personalization Expected Dynamic Markets Digital Landscape
Trends Driving Change

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3 years ago, Gartner predicted that by 2017
CMOs will spend more money on IT than CIOs.

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Investment Leads to Complex Landscape
1,876 purpose built
technologies, each with
their own data volume or
variety constraints.

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Effective marketing requires a data
and analytics first strategy.

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Samsung’s First 90 days

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US Strategic Analytics Team
Team Mission - Developing customer data assets and data-driven analytics
capabilities to help win in the market place by providing:
• Shared Infrastructure
• Data Governance
• Managed Analytical Products
Team Goals: Become the provider of choice within SEA for the following
competencies:
• Customer Analytics
• Device Analytics
• Social Analytics

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Who do we support?
Focus Areas Customer Profile Personalization
Engine
Social Media
Intelligence
Device
Analytics
Loyalty & Retention X X
Digital marketing X X X
E-commerce X X
Customer service X X
Product Planning X

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Traditional Customer Profile
Personal Info
Michael Harris mharris5@gmail.com
(201) 555-1403 5010 6th St, New York, NY 10012
Product Registrations & Purchases
Galaxy Note 3 Galaxy S 2
55” UHD Curved Smart TV
The business challenges
Constrained analytics (data volumes)
Duplicated & limited customer view
New data sources (e.g. social) inaccessible

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Operational efficiency architecture
The technical challenges
Traditional Architecture
Load ServeIngest
Data Sources Internal Database External Systems Users
SAP Database
Structured
Data
Merkle
Rosetta
Zendesk
Serve
Serve
Limited Customer Insights1
Privacy & Security Issues2
Data Latency3
Data Siloes4

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Operational efficiency architecture
The new way forward
Modern Architecture
Serve
Ingest
Data Sources Enterprise Data
Hub
Applications Users
Structured
Data
Serve
Serve
Diverse Customer Insights1
Consolidated Security2
Batch & Stream Processing3
Unified Data Sources
(Structured & Unstructured)
4
Unstructured
Data
External Systems
EDH
Tableau
Shell
HUE
Serve
Data Scientist/
Data Analyst
Business User
Serve

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The business benefits
Complete view of the customer
Immediate single source of truth
Consolidated data available for self service
Modern Customer Profile
Personal Info
Michael Harris mharris5@gmail.com
(201) 555-1403 @mike1582
5010 6th St, New York, NY 10012
Product Registrations & Purchases
Galaxy Note 3 Galaxy S 2
55” UHD Curved Smart TV
Demographics & Psychographics
White Male
Age 31 Income $90,000
Baseball Lover Verizon Wireless
Digital
Visited Samsung.com to Browse Tablets (last on April 10)
Opens 60% of Emails (last on June 3)
Services & Authentication
Silver Loyalty Tier
Listens to Milk Music 4x Weekly
Contacted Call Center About Smart Hub Features (Dec 26)

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Deployment Process
Building an Enterprise Data Hub
First 30 Days Second 30 Days Final 30 Days
1. Hardware implemented
2. Secure hardware
3. Install Hadoop
1. Test Hadoop
2. Begin Hadoop security
implementation
3. Begin governance, linage,
auditing implementation
1. Finish Hadoop security
implementation
2. Finish governance, linage,
auditing implementation
3. Begin first use cases

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Build on existing use cases
Focus Areas Customer Profile Personalization
Engine
Social Media
Intelligence
Device
Analytics
Loyalty & Retention X X
Digital marketing X X X
E-commerce X X
Customer service X X
Product Planning X

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Empowering the business
Traditional Customer Profile
Personal Info
Michael Harris mharris5@gmail.com
(201) 555-1403 5010 6th St, New York, NY 10012
Product Registrations & Purchases
Galaxy Note 3 Galaxy S 2
55” UHD Curved Smart TV
Modern Customer Profile
Personal Info
Michael Harris mharris5@gmail.com
(201) 555-1403 @mike1582
5010 6th St, New York, NY 10012
Product Registrations & Purchases
Galaxy Note 3 Galaxy S 2
55” UHD Curved Smart TV
Demographics & Psychographics
White Male
Age 31 Income $90,000
Baseball Lover Verizon Wireless
Digital
Visited Samsung.com to Browse Tablets (last on April 10)
Opens 60% of Emails (last on June 3)
Services & Authentication
Silver Loyalty Tier
Listens to Milk Music 4x Weekly
Contacted Call Center About Smart Hub Features (Dec 26)
Vs
Customer Profile Personalization
Engine
Social Media
Intelligence
Device Analytics

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Segment 2 Experience
Segment 3 Experience
Segment 1 Experience
Empowering the business
Vs
Action
What would
Lisa want?
Lisa’s Personalized Experience
Trigger
Segment 1
Segment 3
Segment 2
Customer Profile Personalization
Engine
Social Media
Intelligence
Device Analytics
What would
Lisa want?
Action
Trigger

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Empowering the business
Vs
Customer Profile Personalization
Engine
Social Media
Intelligence
Device Analytics
Social data was siloed making
it difficult to join with
additional data and use
across departments.
EDH
Lisa
Entrepreneur,
World Traveler
passionate about Social Media,
Charity, Art & Music.
Social Media Influencer
Unified customer profile
with the additional of
data for ad-hoc analyses.

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Empowering the business
Vs
Missed logs and limited
analytics
EDH
Complete log capture for ad
hoc analyses
Customer Profile Personalization
Engine
Social Media
Intelligence
Device Analytics

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Operational efficiency architecture
Tips and Tricks
• Get key stakeholders involved early
• How is the customer 360 profile going to be used?
• Crawl, walk, run
• Lean on experts in the community

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Q&A

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Tableau + Cloudera = Marketers' Dream
How Big Data Can Help Marketers Improve
Customer Relationships
December 3rd, 2015
10-11am PST

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Thank You