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ANTS - 360 view of your customer - bigdata innovation summit 2016

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ANTS - 360 view of your customer - bigdata innovation summit 2016

Dữ liệu lớn, theo nghĩa đen, không phải là một cái gì đó mới, nó đã hiện hữu trong một thời gian dài. Bất kỳ một công ty đã kinh doanh trong một vài năm đều sở hữu một khối lượng dữ liệu từ thông tin khách hàng thông qua hồ sơ giao dịch và sử dụng sản phẩm. Những doanh nghiệp khác nhau sẽ có những khả năng khai thác và sử dụng dữ liệu lớn khác nhau.

Một số doanh nghiệp đã đạt đến độ chín muồi, trong khi đó một số doanh nghiệp khác chỉ vừa bắt đầu cuộc hành trình. Tại Việt Nam các doanh nghiệp viễn thông, các hãng hàng không, các ngân hàng, các tập đoàn bán lẻ, các cơ quan chính phủ đang sở hữu một khối lượng dữ liệu khổng lồ, tuy nhiên, việc xử lý, phân tích dữ liệu lớn còn đang trong giai đoạn rất sơ khai.

Diễn đàn dữ liệu lớn sẽ tập trung chia sẻ những kiến thức thực tế và mang tính chất ứng dụng để người tham dự có thể tích luỹ và áp dụng.

Publicada em: Dados e análise
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ANTS - 360 view of your customer - bigdata innovation summit 2016

  1. 1. Dr. Dinh Le Dat ANTS Co-founder & CEO dat@ants.vn | +84 91 2323 911 http://ants.vn BIGDATA HCMC, 08/2016 3600 VIEW OF YOUR CUSTOMER
  2. 2. ConfidentialSource: ANTS 2015 Dr. Dinh Le Dat (1982) Co-founder & CEO of ANTS, BigData & Digital Business Evangelist, Expert in Big Data/Data-Driven Marketing at FPT Corporation. • Co-founder, CEO of ANTS – Big Data in Advertising and Data-Driven Marketing Solution (ANTS.vn). • Former Chief Technology Officer at FPT Online Service JSC. • I worked for Boeing-Luxoft Russia, FPT Online Service JSC, FPT Technology Innovation. • 15+ years in Internet Technology and Product EcoSystem experience including Social Network/ Social Media (Banbe.net, Nhacso.net), Online News (VnExpress.net, Ngoisao.net), Games Online (Gate.vn), eCommerce (Sendo.vn) and Online Advertising (ANTS.vn, eClick.vn). • 10+ years in Technical Architect of High Scalability for Web/Mobile & Big Data/Analytics in Digital Content and Online Advertising. • Co-founder, Former CTO of Yola JSC – Leading English E-learning Platform (Yola.vn) • Awarded Doctor of Philosophy in Physics and Mathematics (Ph.D.) at M.V. Lomonosov Moscow State University with research “METADATA MODEL ONTOLOGY FOR GEOSPATIAL DATA AND SERVICES” (2008). • Finished with diploma with honors & medalist at Faculty of Computational Mathematics and Cybernetics, M.V. Lomonosov Moscow State University (2004). (https://www.linkedin.com/in/dinhledat & http://dinhledat.com)
  3. 3. Confidential Sondergaard writes, “In 2009, 0.9B sensors and 1.6B personal devices – so roughly 2.5B ‘things’ – were connected. But by 2020, that will grow to become 30B ‘things.’ In fact, by 2020 all products costing more than $100 should have sensors embedded…” #DigitalIndustrialEconomy #DataDrivenEconomy
  4. 4. Confidential Business leaders don’t think of digital as central to their business because in the past, it hasn’t been. But now your customers, your products, your business operations, and your competitors are fundamentally DIGITAL.
  5. 5. Confidential Gartner - Data-driven marketing refers to acquiring, analyzing and applying information about customer and consumer wants, needs, context, behavior and motivations. Source: Gartner, Publicis 2015
  6. 6. Confidential
  7. 7. Confidential
  8. 8. Confidential
  9. 9. Confidential ONLINE USER OFFLINE USER CUSTOMER CENTRIC - 360 0 VIEW
  10. 10. ConfidentialSource: BackBase 2016
  11. 11. ConfidentialSource: Steve Jobs, Apple “Get closer than ever to your CUSTOMERS. So close that you tell them what they need well before they realize it themselves.”
  12. 12. CRM Location Billing & OrderingSocial Web/Apps/Clickstream Network/Usage ChannelsDemographic Service Call Records Devices ConfidentialSource: Cloudera 2016 A holistic real-time view of your individual customers Across all products, systems, devices and interaction channels In order to deliver a consistent, personalized, context specific and relevant experience
  13. 13. ConfidentialSource: ANTS, Cloudera 2016 PERSONALIZED to reflect preference and aspirations RELEVANT in the moment to customer’s needs and expectations CONSISTENT across all channels, brands, and devices CONTEXTUALIZED to present location and circumstances
  14. 14. ConfidentialSource: Cloudera 2016
  15. 15. ConfidentialSource: Cloudera 2016 Most organizations have a static version of the customer profile in their data warehouse • Mainly structured data • Only internal data • Only “important” data • Only limited data Activity data – clickstream data, content preferences, customer care logs, is kept in BU silos or not kept at all
  16. 16. ConfidentialSource: Cloudera 2016 StructuredData Islands Semi-Structured DataIslands
  17. 17. ConfidentialSource: Cloudera 2016 StructuredData Islands Semi-Structured DataIslands Other/New Data Sources – Mobile, Sensors, Apps, Network Logs, Files Does not model easily into traditional database schema Limited processing power Storage scaling very expensive. Not designed for ETL Based on sample / limited data Manual work
  18. 18. ConfidentialSource: Cloudera 2016 StructuredData Islands Semi-Structured DataIslands
  19. 19. ConfidentialSource: ANTS, Cloudera 2016 Who are you? Where are you? What have you purchase? What content do you prefer (+ads)? Who do you know? What can you afford? What is you value to the business? How / why have you contacted us?
  20. 20. ConfidentialSource: Cloudera 2016
  21. 21. ConfidentialSource: Cloudera 2016
  22. 22. ConfidentialSource: Cloudera 2016
  23. 23. Confidential
  24. 24. Confidential Enrich Audience & Customer Data using Data Management Platform Customer Acquisition using Data-Driven and Automation Digital Marketing 3600 Customer Insight and Journey in Omni-Channel D ATA - D R I V E N & A U T O M AT I O N S A L E - M A R K E T I N G P L AT F O R M • Unique Audience • 500+ Data Points/Audience: Demographics, Email, Phone, Location, Internet Behavior, Content Reading Trends, Social & Friends Graphs, Event, Interest, Ecommerce and Advertising Intent, Mobile, etc. • Customer Profile • Customer and Product Data Model Big Data Analytics, Customer Data Modeling based on multiple data points, Customer Segmentation and Marketing ROI, etc. 1 2 3 Outcome&KPIsObjective • Cost Per Lead • Cost Per Customer Multichannel Brand & Performance Campaign with Lead/Customer Acquisition, Dynamic Content Optimization, Web UI/UX Optimization, Automation CRM-Mobile-Sale-CallCenter, etc.
  25. 25. Confidential
  26. 26. ConfidentialSource: DailySocial; eMarketer CASE STUDY
  27. 27. Confidential CASE STUDY
  28. 28. Confidential CASE STUDY
  29. 29. ConfidentialSource: Gartner Catalyst 2014, ANTS CASE STUDY Last 24H Million of Non-decision making target audience
  30. 30. Confidential • 3600 View of Customer • Driver & User Experiences • Real-time Traffic Data • Dispatcher Optimization • Scheduling • Fraud Prediction • … CASE STUDY
  31. 31. Confidential CASE STUDY • 3600 View of Customer • International • Social Media • Internet & OTT • 2nd Screen • Gamification • Content on-demand • Recommendation (75% views) 75% of users select movies based on RECOMMENDATIONS • 27M Users • 30M Plays/Day • 40B Events/Day • 4M Rating/Day • 3M Search/Day
  32. 32. Confidential • 3600 View of Customer • Mobile & Social • Connected Consumer • CRM • Augmented Reality • User Experiences • Real-time • Recommendation • Up-Sale/Cross-Sale • … CASE STUDY
  33. 33. ConfidentialSource: Gartner, Publicis 2015 Unleash the full economic potential of #Digital Business!
  34. 34. ANTS | FPT Corporation / FPT Technology Innovation Mobile: +84 91 2323 911 / Office: +84 8 7301 9199 / Fax: +84 8 7301 9199 FPT Building – 9th Floor, FPT Technology Innovation, 153 Nguyen Dinh Chieu Str., Ward 6, Dist.3, HCMC, Vietnam Dat@ants.vn | http://ants.vn | http://fptventures.vn THANKS FOR WATCHING

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