location analytics in customer experience …€¦ · 2 | topics •introduction –customer...
TRANSCRIPT
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© 2016 Software AG. All rights reserved. For internal use only
LOCATION ANALYTICS IN CUSTOMER EXPERIENCE MANAGEMENT
Luis Ramos, Ph.D.
Solutions Architect
2:00pm to 2:30pm
May 3, 2016
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2 |
TOPICS
• Introduction
– Customer Experience Management
– Streaming Analytics
• Location Analytics
• Streaming Analytics Platform Capabilities
• Real-Time Insights
• Summary and Conclusions
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CUSTOMER EXPERIENCE MANAGEMENT & LOCATION ANALYTICS
• Do you engage your customers with real-time contextual applications?
• Do you analyze location streaming data in real-time and capture perishable
insights?
• Do you bring immediate context to all IoT, mobile, web, and enterprise apps?
• Is your streaming data actionable in real-time?
© 2016 Software AG. All rights reserved. For internal use only
GOT THIS?
Showrooming High-volume,
fast moving data Consume Perishable
Insights before they
become stale
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CUSTOMER EXPERIENCE MANAGEMENT
• Practice of designing and reacting to customer interactions
• To meet or exceed customer expectations, and
• To increase customer satisfaction, loyalty and advocacy
Gartner Research, 2016
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WHAT IS IT?
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CUSTOMER CONTEXT EXAMPLE: BROWSING A PRODUCT FROM WEBSITE (CLICKSTREAM)
Streaming
Analytics
Engine
Live Event Streams
Historical Data: Customer
Profile & Spend History
Website
Click
Stream
Customer Touch Point: Website
Data Source: Clickstream
Context: Customer is interested in a specific product
Context Time Duration: 10 minutes
Introductions
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CUSTOMER CONTEXT EXAMPLE: BROWSING PRODUCT ON THE STORE FLOOR (LOCATION)
Streaming
Analytics
Engine
Live Event Streams
Historical Data: Customer
Profile & Spend History
Location
Location
Stream
Dwell Time Analytics
Customer Touch Point: Visit Brick & Mortar Store
Data Source: Location (via Indoor Wireless Network)
Context: Customer is interested in a product
Context Time Duration: 20 minutes
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CUSTOMER EXPERIENCE MANAGEMENT MONITORING A CUSTOMER’S JOURNEY
Streaming
Analytics
Engine
Live Event Streams
Historical Data: Customer
Profile & Spend History
5
Website
1
Click
Stream
Location
2
Location
Stream
Barcode Scan
3
Barcode
Stream
Showrooming
4
Click
Stream
Targeted Real-Time
Offers
6 Transaction
Stream
POS (In-Store and
Online)
7
Context Time Duration: 1 Day
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STREAMING ANALYTICS
• Software that can filter, aggregate, enrich and analyze a high throughput
of data
• From multiple disparate live data sources in any data format
• To identify simple and complex patterns
• To provide applications with context
• To detect opportune situations
• To automate immediate actions
Source: Forrester Research, July 2014
© 2016 Software AG. All rights reserved. For internal use only
WHAT IS IT?
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SOFTWARE AG IS A LEADER BIG DATA STREAMING ANALYTICS MARKET
Source: The Forrester Wave™: Big Data Streaming Analytics Platforms, Q3 2014, Forrester Research, Inc., July
17, 2014
The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks
of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market
and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does
not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best
available resources. Opinions reflect judgment at the time and are subject to change.
• Software AG is a leading Big Data Streaming
Analytics provider in this Wave!
• Software AG is the highest ranked market
presence among 15 vendors
• A perfect score in operational management,
stream handling, and business applications
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A
LOCATION
ANALYTICS
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LOCATION ANALYTICS
Definition
• Process or ability to gain insight from the location of business data
• Allows for new dimensions of analysis and insights
• Through a more visual approach
Source: techopedia™
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WHAT IS IT?
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LOCATION ANALYTICS
• Dwell time – how long a customer
dwells in a zone
• Density - number of customers is a
zone
• Path analytics – paths most/least
taken
• Walkbys – number of people walking
by a store
• Capture Rate – percentage of
walkbys that enter a store
• Bounce Rate – percentage of walkbys
that enter store but leave right away
• Repeat Visitor – customers that
return
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ANALYTICS
Walkbys Capture
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INDOOR LOCATION TRACKING HOW DOES IT WORK?
“Probe Requests”
(X, Y)
To SAG
Streaming
Analytics
Platform
The phone’s signal strength at each AP is used to triangulate its location
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LOCATION ANALYTICS
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DEMONSTRATION
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CAPABILITIES
Streaming Analytics Platform
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SOFTWARE AG STREAMING ANALYTICS PLATFORM
Manage Rules
Streaming Analytics Engine
Monitor & Process
• Normalize
• Filter and Enrich
• Split, merge,
route
Analyze
• Track journey
• Aggregation
• Correlation
Pattern Detection
• Discrete data
• Continuous stream
• Temporal
• Location
Event Feed
Event Feed
Event Feed
Adapters
Alerts
Initiate
Process
Promo
Adapters
In-Memory Data Fabric
EDW
Distributed Cache
Analytics,
State Reference
Data
Plugin
Real-Time
Predictive /
Scoring
Models
I
n
g
e
s
t
i
o
n
Real-time Metrics & KPIs
Push & Pull
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SOFTWARE AG STREAMING ANALYTICS PLATFORM IN
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HOT BIG DATA TECHNOLOGIES
Forrester Research, TechRadar™ Big Data, Q1 ‘16
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LOCATION STREAM SOURCES
ALE
Adapter
Geographic
Region Location
Service
GRegion
Adapter Location
Service
iBeacon
Adapter
Ruckus
Adapter
Cisco
Adapter
Location
Analytics Beacon
Region
Indoor
Wireless
Network
Providers
ALE
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Real-Time
INSIGHTS
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ANALYTIC: DWELL TIME STAFFING LEVEL ASSIGNMENTS
• Where additional staff is needed right now
• Reassign staff at these locations to
alleviate the wait time
• Long waits for check-in at Hotel Front Desk
• Long waits at grocery checkout counter
• Long waits at airline checkin counter
• Number of guests in an area
• Average dwell/wait time in an area
Monitor
Example Scenarios Insights
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ANALYTIC: REPEAT VISITOR
• First time visitor
• Repeat visitor
Monitor
Example Scenario Insights
• Customer was here earlier today browsing
for shoes and has come back
• Customer always comes here every
morning at Buckstars and orders the same
coffee every time
• Norm comes to Cheers every night and
always orders a different beer
• Customer is about to decide on a purchase
• Send a real-time coupon/promotion
• This is a repeat customer
• Greet the customer by name and offer
“the usual”
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ANALYTIC: PATH ANALYTICS
• More people take a particular path through
a mall/airport/grocery to get to a destination
• Less people take a particular path through
a mall/airport/grocery to get to a destination
• Monitor most/least popular path by
time of day/day of week
Monitor
Example Scenarios Insights
• This is the most popular path taken
• Place ad on this path to get the most
number of impressions
• Charge more rent for businesses along
this path
• This is the least popular path taken
• Place signage here to drive more traffic
through this path
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SUMMARY & CONCLUSIONS
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WHY YOU SHOULD CONSIDER
• The technology is here to engage your customers with real-time contextual
applications
• Fully leverage real-time location streaming data today
• Capture perishable insights on real-time data to bring immediate context to all
IoT, mobile, web, and enterprise apps
© 2016 Software AG. All rights reserved. For internal use only
SOFTWARE AG STREAMING ANALYTICS
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