Big Data in CRM. Pakistan CIO summit & expo Karachi, Pakistan. Jawwad Kadir Program Management Office (PMO) Head, Sakonent

Transcription

1 Big Data in CRM Pakistan CIO summit & expo Karachi, Pakistan Jawwad Kadir Program Management Office (PMO) Head, Sakonent

2 Points to discuss What is Big Data? What is CRM? Where are the opportunities? What makes it difficult? How are we seeing companies use it? What s next?

3 The Evolution of CRM Transactional-based data computation, tabulation, and recording to assist with individual clerical tasks Data Processing era - PIM, Contact Databases, Database Marketing PCs, relational databases, PBX, ACD, fax Enforcement-based automation and enhancement to assist specific departmental activities MIS era - SFA, Call Center, Campaign Management local area networks, laptops, CTI, IVR Rules-based enterprise view of departmental business processes and decisions across functions IT - Client/Server era - CRM client/server, ERP, EAI, DSS, objects (DCOM, CORBA) Using the Internet to deploy contractually-based business processes and decisions to entire enterprise (self-service) and customers, channels, and suppliers ebusiness era - ecrm web, mobile, XML, DW & BI, MDM, chat, analytics, web services Trust-based transparent optimization of activities inside and outside the socially-connected enterprise in mutual marketdriven collaboration with customers, channels, and suppliers Post-PC era Next-gen CRM SaaS, PaaS, smartphones, social networking, blogs, wikis, Web 2.0, HTML5, open source, cloud, SOA, tablet, mashups, big data Big data is new, but in some ways, it has always been around. This slide draws on original ideas, research with Prof. Michael E. Porter, and Strategy and the Internet (Harvard Business Review, ) where sakonent s CEO, Darius Vaskelis was a contributor.

4 What is Big Data? Volume Large amounts of data. Velocity Needs to be analyzed quickly. Variety Different types of structured and unstructured data. Today s Big Data is next year s average-sized data. Jim Davies, Gartner 2013 sakonent, all rights reserved 4

5 Gartner s Definition of the Business Opportunity: Big Data = New Business Value Current State Unrealized Business Opportunity and Value Volume: Growing quantity of data Internal systems Untapped data, industry and public data Velocity: Quickening speed of data Weekly or daily Hourly Real-time Variety: Increase in types of data Structured enterprise data Customer discussions, audio and video source: Gartner

6 The most important opportunity in Big Data: Customer Analytics that were once impossible! e-commerce & order management ERP & financial big data analytics sales marketing service SCM & operational big data analytics Analysis of customer-related data that was once impractical due to volume, velocity or variety Now not only possible, but becoming mainstream

7 Opportunity Regional Telecommunication & Banking sector is now focusing on 360 degree view of the customers. Challenge in extracting value from the un-structured & structured data that could benefit in vertical market Profiling the customers for specific marketing campaigns? Predicting the need of the customers and the behavior? In-depth Analysis is a challenge for organizations sakonent, all rights reserved 7

8 Difficulty Approximately 80 percent of the information is unstructured and growing. Unstructured data is growing 15 times faster than structured data. The transformation of business data into business intelligence is a costly and technical process. Data is stored in many data siloes. Data visualization tools is slow, costly and limited to few decision makers in the company sakonent, all rights reserved 8

9 Solution Leveraging big data leads to three major types of opportunities: 1. making better-informed decisions; 2. discovering hidden insights; and 3. automating business processes Big data creates new value when enterprises leverage data that exists well beyond their internal data warehouses. The value comes not just from accessing new datasets, but also from connecting the datasets together sakonent, all rights reserved 9

10 What s next? Hadoop and CRM Hadoop based on work from Google distributed data Packaged CRM not yet using MapReduce, but now widely used in custom deployments customer data analysis that previously was not practical campaign targeting and marketing effectiveness sales and service root cause and fraud analysis Some distributed approach likely to be part of every vendor s CRM 2013 sakonent, all rights reserved 10

11 CRM vendors talking about it now Part of every CRM vendor s pitch! 2013 sakonent, all rights reserved 11

12 12 sakonent: who we are Next gen CRM consultancy profiled in Gartner's first report on Salesforce.com CRM service providers also partnerships with Blackbaud, Microsoft, Oracle and other CRM technology providers Implement, integrate and manage sales, marketing and customer service systems CRM consultants with business expertise business process and user adoption first, technology second global delivery leverage for high value, low risk and fast results Over 120 employees based in Pakistan with offices in Karachi and Lahore headquartered in the Willis Tower in Chicago delivering CRM around the world: Australia, Canada, France, India, Mexico, New Zealand, Pakistan, South Korea, Sri Lanka, Thailand, Taiwan, United Kingdom, United States