1DMP: Marketing Data Platform - the future of data-driven marketing

Company ProfileMake your data clever

Company Overview

cleverdata.ru | [email protected]

Make your data clever

Business development of international markets

One of the top-3 leadingRussian IT companies;43 branches in Russia and abroad;7000+ employees.

Marketing Data PlatformData collection, client profilebuilding, data enrichment, clients analytics;Data Marketing CloudCloud solution for effective interaction of data suppliers and consumers.

Development and implementation of predictive analytic models and Big Data processing solutions;In-house centers of development;Partnership with global leading companies; Centre of expertise for Big Data andDigital Marketing technologies.

1DMP


What we do

• Development of high-load low-latency systems, distributed systems for data processing, and systems for messages and events processing;

• Installation, configuration and development of applications based on Hadoop and NoSQL solutions;

• Development of DW and automation of data stream processing.

• Rich expertise in machine learning algorithms (SVM, PCA, EM, Naïve Bayes, Deep Neural Networks);

• Utilization of advanced mathematic tools to solve complicated tasks within a commercial framework.

Development

Analytics Data Scientists

• Implementation of Campaign Management solutions based on IBM and Teradata products;• Automation of marketing functionality and detailed customer analytics ACRM;• Implementation of Splunk solutions for real-time operational analytics.

Implementation Implementation team

Big Data architects and developers

3


Business solutions

Data ManagementPlatforms

Customer baseand experience management

Marketing automation

Building of analytical DWs, development of solutions for raw data collection based on Hadoop stack and other Big Data technologies, and knowledge extraction and auditory segmentation.

Building of predictive models of data processing for effective retail customer relation management, churn management, cross-sales, micro-segmentation, 360° client profiling and scoring models.

Implementation of omni-channel targeted marketing across global leading vendors’ (campaigns, event-based marketing, customer web experience management).

Our objective is to make your business more effective with the help of DATA

4

cleverdata.ru | [email protected] 5

Survival is not the strongest nor

the most intelligent, but

the one who best adapts to changes


Now we are definitely in the DIGITAL BUSINESS era

6

2000 2005 2015 2020

Web E-Business Digital Marketing

Autonomous Business

Digital Business

Business

PeoplePeople

Business

People

Business

People

Things

Business

People

Things

Smart Machines

In 2015, the big issue for enterprises is no longer about digital transformation. It’s now about what business

leaders will do with their digital advantage


• Lives in the Digital word• Is always online• Has no focus• Is advertising immune

The Modern Client


Digital Business

Client is in focus


Client understanding = Business Priority №1

9

89% of customers will switch to another brand because of a poor customer experience

We need to do two things: to attract customers and keep them.

The latter is more important but more difficult: Once the user is disappointed in the service, they are unlikely to return


“In 2017, the CMO will spend on technology more than the CIO”

CMO - Chief Marketing OfficerCIO - Chief Information Officer


MORE MORE LESS

3 PURPOSES OF MARKETING

CLIENTS SALES SPEND

How to achieve all these goals at once?

What is the basis of the modern approach to marketing?


WHICH of your clients WHAT product to recommend via WHAT channel of communications at WHAT time

• Customer profile building• Micro segmentation• Churn prediction

• Models for product recommendations

• Prediction of respond for each channel of communication

• Marketing signs and event detection• Detection of the moment of maximum

propensity to make a purchase

• Collection of any types of data related to sales and customers interactions;• Data processing with the use of machine learning algorithms.

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Interest to products

Last events for customer Х

Data-Driven marketing

DATA

Data-driven marketing based on Big DATA

1dmp.io | [email protected]

Three simple steps to efficiency• To collect a huge volume of DATA• To analysis DATA by using advanced analytics• To use insights with maximum effectiveness

Efficiency confirmed by real experience:

One of the options

Targeted marketing communications give + 14% CTR and +10% conversion

Targeted offers are 18 times more effective compared to standard e-mailing

Tripled marketing campaignseffectiveness

Data Marketing Platform Data Management Platform for Data-Driven Marketing


1DMP

Data collection and management for in-house advanced analytics

«like ACRM but out of the box»

1DMC

«Data Exchange» for unique external data

delivery andcollaboration

with data partners

«like Equifax but for marketing»

customers leaveDIGITAL TRACKS

the most valuable customers leave traces

across your DIGITAL resources and IT

systems

IT’S YOUR OWN DATA

If this data is not collected and saved you will never know it’s value

Do not let the trail disappear

Data collection and analytics


Customer TransactionsCRM

1th

Part

y

Campaign Management

Call Center

Web/Mobile analyticsApplications and systems integration

Queue dataProduct buying statisticsLoyalty and churn ratesSensibility to communications

Machine

Learning

Decision Modelli

ng

Personality

Profiling

Trigger Identific

ation

Event Predicti

on

Relationship

Profiling

Real-time

Analysis

Predefined models:

• Churn prediction

• Response prediction

• X-sale modeling

Advanced data analysis

• Machine learning algorithms application

• Rule-based segmentation

• Text mining and clustering

• Look alike algorithm for segmentation

• Internal and external data application

• Permanent self-learning modelsChurn 35%

Loan exposure.

LOW

Family income.MID

Investments, economy

66%

Cars50%

Real Estate90%

Savings80%

Technology63%

Activities28%

LTVMID

Life time35.2 m

Loyalty75%

Communication rate20%

Response rate 18%

Complaint0%

Data collection and analytics



1th

Part

y

Campaign Management

Call Center

Web/Mobile AnalyticsApplications and systems integration

Queue dataProducts buying statisticsLoyalty and churn ratesSensibility to communications

(Prescriptive)What do I have to do next?

DATA(Predictive)What possible will happen?

(Diagnostic)Why did this happened?

(Descriptive)What happened?

Decision support

Decision automation

ACTIONDESICION


Customer buying behavior from their receipt data

• People buy pharmacy goods will also − with a high probability − buy other pharmacy products (plausible).

• People who buy pharmacy goods will also − with a high probability − buy perfume (they are complimentary).

• Interestingly, pharmacy goods are also often bought together with stationery (this is not so obvious).

• Battery purchases are not correlated with anything (i.e. they are often bought alone).

How to increase sales based on data about pharmacy goods

We need more data!

1dmp.io | [email protected] 22

Digital channels now reach very deepinto people’s lives. To gain control over these points of access, forward- thinking businesses are creating highly personalized experiences that engage and delight consumers—without breaching their trust.


Customer buying behavior from their receipt data


• Data belongs to it’s owner;• Data Exchange does not determine prices.

Data Exchange is based on data owners interaction, not on aggregation and reselling

• +10 data suppliers;• Any types of data available on market;• Single point of integration and payments;• Data and auditory protection;• Cross-device identification, high data density,

maximum hit rate;• Unique interaction mode – shared learning.

Data supply:• Auditory segments

• Personal profiles• Data activation

• Targeted marketing;• Risks and scoring management.

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Data collection


1th

Part

y

Campaign Management

Call Center

Web/Mobile analyticsApplications and systems integration

Web Crawler

Online classifieds

Ecommerce sites

Forums and blogs

3rd

Part

y

Social media data

Online ads (RTB)

Internet traffic

Public Data

Exchange

Business partners data

2th

Part

y

Private DMP

• Text collection and analysis• Classification• Key words• Events and facts detection

• Payment systems• Retailers• Airlines• Auto dealers

Queue dataProducts buying statisticsLoyalty and churn ratesSensibility to communications

IntentionsPreferences and interests

Socio-demographic dataContacts, social networkBehavioral characteristics

Financial stateFinancial habits Products preferencesIntentions and events


Channels for leads generation

• RTB advertising:

• Mobile marketing:

• Email marketing:

What is 3D customer profile

Churn 35%

Loan exposure.

LOW

Family income.MID

Investments, economy

66%

Cars50%

Real Estate90%

Savings80%

Technology63%

Activities28%

LTVMID

Life time35.2 m

Loyalty75%

Communication rate20%

Response rate 18%

Complaint0%

• Single customer or micro segment orientation;

• Reflection of the customer profile evolution –

trends and forecast;

• Real life operational data for marketing offers.

Accessible for marketers at any one time


Marketing signal

Dynamics of Travel interest

1DMP - Data Marketing Platform

Data collection and storing:• In-house data• partnering companies data• open source data from the Internet• public data suppliers

3D customer profile calculated by using artificial intelligence

Use for targeted marketing across all channels



Data Management Data Analysis

Customers and Audience AnalysisCooperation with Partners

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• Raw data storage and processing, including Big Data;

• Data source, DSP platforms and auction integration;

• High availability DW for processes information, customers segments and profiles in accordance with OpenRTB standard;

• Data collection from Internet (web crawler) and first-party data enrichment;

• Text in natural languages analysis;

• Auditory and customer base analytics, management and analysis;

• Data processing with the use of predictive analytics;

• Models and learning selections management;

• Web user tracking and tag management;

• Auditory segmentation and data mark-up, processing rules setting.

1DMP

Big Data storage

Machine Learning

Real Time storage

Predictive analytics

GUI

Tag

Man

ager

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Deployment options

Cloud service 1DMP.IO

On-premise deployment based on open source components

Oracle Big Data Appliance Deployment


1DMP Cloud service current version

Customization

On-premise deployment and

integration

Analytical model customization

Customer version support

2-3 months for business results

Data suppliers connection

Solution delivery under AGPL license

1DMP for Enterprise

PARTNER PERSPECTIVE1DMP platform on Oracle Big Data Appliancewill allow customers to build their own datamanagement solutions, such as tools for the collection and classification of web data, and user profile management within the data driven marketing model

- Denis Afanasev, CEO

The system was able to handle 101 361.32 requests per second with the 99th percentile of latency equal to 1.17ms. This means that Big Data Appliance was able to handle 1.45 times more requests per second with the 1.7 times better latency using just a single nod;

Classification time of the same dataset on the 3 nodes of Oracle Big Data Appliance took 25.45 mins, which is 4.81 times faster than a baseline;

Classification time of the same dataset on the 6 nodes of Oracle Big Data Appliance took 11.28 mins, which is 5.43 times faster than the expected baseline.

COMPANY OVERVIEW CleverDATA Industry: Information technology Employees: 20 Revenue: $1M

GOALS/OBJECTIVES CleverDATA is a Big Data ISV in Russia specializing in solutions which support

our client’s marketing campaigns. The company developed 1DMP – a data management platform which uses Hadoop and Aerospike NoSQL DB on a technology layer. We are going to migrate 1DMP to Oracle NoSQL and BDA and to certify the solution on BDA under BDA Ready and Optimized Program

SOLUTIONS 1DMP 0.5.0.0 Oracle NoSQL Database Oracke Big Data Appliance Cloudera Distribution of Apache Hadoop (CDH 4.x & 5.x) + Cloudera

Manager

RESULTS


1DMP.io | DMC.1DMP.io

Data & Analytics

1DMP: Marketing Data Platform - the future of data-driven marketing