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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
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)
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
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.
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
Confidential
Confidential
Confidential
Confidential
ONLINE
USER
OFFLINE
USER
CUSTOMER
CENTRIC -
360 0 VIEW
ConfidentialSource: BackBase 2016
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.”
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
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
ConfidentialSource: Cloudera 2016
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
ConfidentialSource: Cloudera 2016
StructuredData
Islands
Semi-Structured
DataIslands
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
ConfidentialSource: Cloudera 2016
StructuredData
Islands
Semi-Structured
DataIslands
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?
ConfidentialSource: Cloudera 2016
ConfidentialSource: Cloudera 2016
ConfidentialSource: Cloudera 2016
Confidential
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.
Confidential
ConfidentialSource: DailySocial; eMarketer
CASE STUDY
Confidential
CASE STUDY
Confidential
CASE STUDY
ConfidentialSource: Gartner Catalyst 2014, ANTS
CASE STUDY
Last 24H
Million of Non-decision making target audience
Confidential
• 3600 View of Customer
• Driver & User Experiences
• Real-time Traffic Data
• Dispatcher Optimization
• Scheduling
• Fraud Prediction
• …
CASE STUDY
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
Confidential
• 3600 View of Customer
• Mobile & Social
• Connected Consumer
• CRM
• Augmented Reality
• User Experiences
• Real-time
• Recommendation
• Up-Sale/Cross-Sale
• …
CASE STUDY
ANTS - 360 view of your customer - bigdata innovation summit 2016
ConfidentialSource: Gartner, Publicis 2015
Unleash the full economic potential of #Digital Business!
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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ANTS - 360 view of your customer - bigdata innovation summit 2016

  • 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. 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. 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. 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. 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
  • 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. 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. 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
  • 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
  • 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
  • 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?
  • 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.
  • 29. ConfidentialSource: Gartner Catalyst 2014, ANTS CASE STUDY Last 24H Million of Non-decision making target audience
  • 30. Confidential • 3600 View of Customer • Driver & User Experiences • Real-time Traffic Data • Dispatcher Optimization • Scheduling • Fraud Prediction • … CASE STUDY
  • 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. Confidential • 3600 View of Customer • Mobile & Social • Connected Consumer • CRM • Augmented Reality • User Experiences • Real-time • Recommendation • Up-Sale/Cross-Sale • … CASE STUDY
  • 34. ConfidentialSource: Gartner, Publicis 2015 Unleash the full economic potential of #Digital Business!
  • 35. 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