Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

MDM & Big Data: Turn Your 360 View Into a Human Profile

No description
by

David Borean

on 9 July 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of MDM & Big Data: Turn Your 360 View Into a Human Profile

MDM and the 36 DEGREE VIEW
of the CUSTOMER
Demographic Attributes
Relationships To Business
Relationships To Others
Preferences
Admin System
ODS
EDW
ANALYTICAL USE
OPERATIONAL USE
#1: CUSTOMER INTERACTION MANAGEMENT
Large Financial Institution

Need: Increase sales and customer service and reduce cost given a comprehensive view of past contact history
#2: CUSTOMER ANALYTICS WITH TWEETS
Large Retailer

Need: "Market of One" offers and reaction to marketing campaigns given single view of customer combined with external data
Documents
Emails
Twitter
Web Logs
RFID
Audio / Call Recordings
Video
Call Center Notes
Spatial
Click Streams
Images
Events
STAR TREK NG versus STAR TREK
1966
1969
1987
1994
#1: CUSTOMER INTERACTION MANAGEMENT
Interaction: Online Banking

Basic info (date, time, duration, ...)
Accounts viewed, transacted against
Offers / Products viewed
Online chat details including text, sentiment
Master data is the kernel.
Easy to associate this information (x-ref keys).
#1: CUSTOMER INTERACTION MANAGEMENT
Interaction: Inbound Emails

Basic details (date, time, recipient, ...)
Text, sentiment
Attachments
Thread
Master data is the kernel (multiple entities).
Not always easy to associate this information.
#2: CUSTOMER ANALYTICS WITH TWEETS
Interaction: Streaming Tweets

Basic details (date, time, (Re)Tweet, ...)
Text, sentiment
Topics
Relevance
Master data is the kernel.
Difficult to associate this information.
HUMAN PROFILE
NOT ALL ENTITY RESOLUTION IS MDM'S RESPONSIBILITY
Thinking outside the MDM box:
Natural Language Processing (NLP)
Additional data points
...transactional, spatial, time distance, ...
Ontologies and Semantic Reasoning
"Contextual Entity Resolution" and confidence
"I can assure you that data processing is a fad that won't last the year" Chief Business Editor, Prentice Hall, 1957
Facebook
Kiosk Logs
Blogs
MDM is the catalyst for data integration regardless of volume, variety and velocity of the data...

...because it has "trusted" data
...because it has x-ref keys
WHAT IS MDM's ROLE?
But how does it obtain those x-ref keys?
"SEE A NEED, FILL A NEED"
1970 - RDMS introduced
1979 - MPP introduced
1998 - NoSQL coined
1990ish - CRM emerges
1999 - MDM emerges
2013+ - ???
These technologies complement each other
MDM with complementary technologies will break down the data barriers
"Big Data"
"Small Data"
MDM
HUB
MASTER
DATA
INTEGRATION
Documents
Emails
Twitter
Web Logs
RFID
Audio / Call Recordings
Video
Call Center Notes
Spatial
Click Streams
Images
Events
Facebook
Kiosk Logs
Blogs
CONCLUSION
MDM should be integrated to Big Data for analytical and operational use...
... to provide a trusted kernel
Big Data should be integrated with MDM
... to enrich the master data
Current MDM products cannot do this on their own...
...emerging best of breed products are filling this gap
Full transcript